The Future of Shopping - New Sales and Marketing Strategies for Gillette to Grow Market Penetration Among Men in 2030

Abstract

The work project follows the CEMS business project “The Future of Shopping - New Sales and Marketing Strategies for Gillette to Grow Market Penetration Among Men in 2030”. In order to provide P&G with useful and applicable strategy, Gillette past sales data, future trends and consumer insights were analysed. Based on those insights, four segments with differing needs and sales objectives were identified. Consequently, four different marketing strategy to target the segments defined were developed to grow market penetration in Germany in 2030. Furthermore, some insight about how organization can segment their consumer’s base were discussed.