Gillette ProFusion Razors Company Report
The process of globalization has determined a series of changes in the business environment that companies address. The competition increases, determining companies to develop innovative ways in which they can gain competitive advantage. At the same time, customers’ needs are changing more rapidly, forcing companies to invest in their research and development activity in order to develop products and services that are able to address these needs.
In such an environment, it is necessary for companies to develop marketing campaigns that are able to identify and to anticipate the needs of customers and to develop messages for each customer category and its needs. In other words, it is very important that companies correctly identify the customer segment that seems to be the most profitable for the company in case, identify these customers’ purchase motivation, develop the product or service in accordance with their needs, and sending the right message to these customers.
Although the steps mentioned above seem to be easy to accomplish, the practice of marketers reveals the fact that it is quite difficult to reach these objectives, and that there are numerous companies, even large international ones, that are unable to correctly perform these activities. The result is represented by poor sales, low profits, and an unsatisfactory image of the company.
In order to develop and implement a successful marketing strategy, it is necessary to rely on thorough market studies and analyses. In addition to this, given the fact that the customer should be in the center of the marketing strategy, the company should thoroughly analyze the profile of potential and existing customers in order to identify their purchase behavior, they buying motivation, and the needs that determine these aspects....