Problem
a) Which consumer promotions offer the best promise for Gillette and Schick? Explain your reasoning. 12-52. Should Gillette and Schick target promotion-prone, price-sensitive, brand-loyal, or brand-preference consumers with consumer promotions as well as other marketing messages? Defend your answer.
b) Which types of trade promotions are best suited to Gillette and Schick?
c) How might the use of consumer and trade promotions be tailored to enhance the image of either Gillette or Schick? How could the same programs damage the image of the company?
d) How might consumer and trade promotions change for the female target audience, such as the Gillette Venus or the Schick Hydro Silk, or would they stay the same? Explain your answer.
e) Design a promotional campaign that emphasizes a specific consumer promotion for either Gillette or Schick.