Assignment 5.2: Gillette, Why Innovation May Not Be Enough
a. If you were Gillette, would you change the pricing strategies based on the perceptions of the consumers, lack of new technologies, or potential new competition? If so, what would you do and why?
b. Looking at the case study and the pricing exhibit, what are the components of pricing for Gillette?
c. The economic price for the customer is indicated in the exhibit. However, the price must match the costs for the customer. What are the perceived benefits and costs? How can the business improve the perceived value of its product?
d. What is Gillette's primary channel? Could Gillette benefit from adding a different channel? If so, what would this look like?