PROBLEM:- GILLETTE DIVISION PLANNING AND CONTROL SYSTEM FOR MARKETING IS GOOD, IF NOT WHAT COULD BE DONE.

WHY IS THIS A PROBLEM: Right guard restage which came through the traditional system didnt produced the expected results White Rain which came through shortcuts had been a spectacular success.? Negative views on the current system:1) The process took too long 2) Commitment 3) Resource allocation 4) You end up serving the system instead of your market

Gillete Compay: Founded in 1901 by King C. Gillette-leading international manufacturer of consumer products ranging from electric razors to ballpoint pens. Three division:- 1)Safety razor Division 2)Paper Mate Division 3) Personal Care Division(toiletries and cosmetics) Pcd- hair care, skin care and deodorants/antiperspirants

Planning and Control System(The traditional System):Planning:April- field sales and marketing manager meetings to discuss potential changes in marketing plans for the next year Fact books-most important documents covers the activities of PCD, reviewed previous year using four sources:- 1) sales/marketing meeting, 2)outside market research, 3) brand management 4) MRD It provides:- 1) Historical Prospectives 2) competitor profiles 3) actions in advertising 4) consumer attitudes 5) quantative results Its systematic i.e. it goes through a lot of stage Pros: Communication fostered Examine- protects us from making mistakes Cons: Marketing manager would sometimes jiggle contributions offsetting Resource allocation, its sort of like venture capital Category changes were common, financially driven Take too long Brands have been divided into four categories:1) Build- builds market share 2) Hold- maintains share and profit levels

3) Harvest- maximize cash flows 4) Withdraw- to make a painless exit from business Controlling:Number of regular reports:Daily Sales Report Monthly Sales Report Management Action Charts Nielsen Two-Outlet Flash Report Merchandise Flow Report-based on Nielsen Data and Monthly Sales Report Right Guard(Traditional Strategy):Initially leader- but in mid-1970s, the fluorocarbon scare burst-its product are based on aerosol and it didnt shifted. Target market- 12-24 aged Pros: Market volume increased slightly more than forecasted Innovative media selection High Brand Awareness Brands decline stopped

Cons: It missed its unit share goal Share of consumer had continued its decade-long decline Ranked below-Mennen, Old Spice Hold Brand

 Limited advertising budget-no mass-consumer appeal

White Rain(New Strategy):- opportunistic foray into a new business, introduced in 1952, hair spray in 1962 Pros: shorten the process With no advertising Surpassed its goals on both shipment and consumer sales Cons: Low documentation No advertising was significant barrier Only 3% share in hair care brand, When are you going to start making money