Introduction & Background As the marketing manager for Wilkinson Sword I have been asked to prepare a report to explain the reasons why Gillette invests heavily in new product development and promotion. I will look at Gillette's product and branding strategies and consider how these impact other elements of the marketing mix Gillette have launched their new product, it's a partially new product called the Mach 3, it has had minor changes from their existing …showed first 75 words of 1905 total…

…showed last 75 words of 1905 total…responded with their launch of the Quattro. With the recommendations I have made in conjunction with the existing launch strategies, Wilkinson Sword will challenge the market leadership, increasing their number of users and most importantly boost market share and profit margins. Bibliography H Mintzberg, J B Quinn, S Ghoshal. (1999) 'The Strategy Process' Revised European Edition. G Johnson, K Scoles. (2002) 'Exploring Corporate Strategy Text and Cases' Sixth Edition M Barratt, A Mottershead. (1998) 'Understanding Industry' Fourth Edition