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Case study "Conquering a yanger audience^ the case of Gillette in Russia"
Регистрационный номер: 0019-2-1
Формат: компакт-кейс
Предметные области: маркетинг, поведение потребителей, стратегический менеджмент
Время действия: 2020
Дополнительные материалы: -
Аннотация: This case is about the famous brand Gillette, which is the world leader in the category of shaving. Due to the pandemic the company has faced a decline in demand, changes in consumer behavior, and a decrease in the share of the youth audience. The brand is determined to regain its former position and take decisive steps to attract and retain men under 25. The main problem of the case is the decrease in consumption of shaving products because men not so often now go outside due to the pandemic, there is no need to shave every day. Moreover, young men hardly see the need to be cleanly shaved as light unshaven is now the main trend. The case is based on open data, as well as research provided by the Gillette brand. Solving the case will help students better understand the basics of marketing activities from the point of view of the theory of generations and off er the best solutions to engage a young audience.
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