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Location Previonly Gilette and had employed the localisation model of international trade, taking a domestic product and doing the minimum to customize to each international market. This could include wong localypeted packaging or making only sight modifications in manufacturing, both common practices for large companies expanding into new markets. In order to address is market challenges in India, PG decided to start from the beginning and produce a model that would direct meet the expressed needs of the Indian marketcost, safety and ease of use. This method of wholly coming to a target market known as Toallation and is becoming increasing popular as international customers become more docery with their disposable comme Through this process, the late Guardrator was created. The Guards the most significant product launch since the creation of the Gette brand. It is a percent fewer parts on the best ingrato and consists of lite hominesinde badestycomb to reduce nicks and cuts when thing longer har en cartridges to minime of water in ergonomic ribbed handle for ease of and hanging hole for easy storage when notis Moving to a drastically simplified product design, a process called Prevention, and locating the entire manufacturing process to India lowed the company to giantly reduce costs and offer the product at approximately 30 perator and USD 30 per blade when suched in 2011.. part of the launch, the company revised its marketing strateey to address the indifferent attitudes toward having and adjusted es business model in the country Rather than focusing on song relationships with a hands of powerful retter. PG formed on India's network of local shops, or kiranas, to distribute the newly developed razor, making readily available to Everyone everywhere it began a tragic marketing competining Bollywood acton to represent the companyinaries of advertisements on good looking actors dancing in the streets gaining the attention of the town and of an attractive Bollywood actress. The series of ads and the focal distration channels worked together to begie charging Indian men's stoving culture and this tributed greatly to the Gilette Guards success. Today, Indian men prefer the Gillette Guard to their traditional double digerator seven to one and PSG has over 50 percent of the market share in India Whet! "Guccesfully wed reverse innovation to become a leader in the Indian market. What eine pe? Some experts suggest the challenge the Gilette brand may eventually face is a phenomenon called market diwuption"This occurs when a domestik international appler beginsering simple and cheaper option in a well-developed market. Phas chosen not to offer the Ghette Guard Inita domestic market for the time being however, at some point in the future another company may offer a similar produs. The could greatly der PC's long beld dominante domestically. Potential risks wide, the case of PSG and the Gillette Garden India as an excellent example of a company focusing on location des products and reaping the benefits Line Outcomes This case study was to the following learning outcomes from the module Product Develcoment in the course Products and Services for Global Martat • Describe Hernational trade considerations and their implications when developing or adapting products for internasional trade, including market entry strategies, productie cycle and market reach regarding the product . Incorporate product design considerations and design policy in products to suit comme preferences, and to indude comparative advantages in international markets • Describe product adaptation and customization, and considerations for use of each Case Study Guests (20 Marks 1. Whes Gillette entered the Indian market 1984, in sold the same domestic product in packaging customed to the local marketing colour and style preferences what benefits would there have been for Gilletter to any minimally cuttamin its product in this way? 15 Mar 2. What were the three major cultural preferences that P&G found required attention? Explain hun wil
Moving to drastically ped product catene mot andre the entire manufacturing process to India and the company to gece the productory USD 0.30 USD 10 part of the theoremarketing into the trading and its business in the country Batter than wong the weed wracarte de the wyd. everyone everywhere we are mantingui representeraries were gode and the entesten of the town of the Blues dhe te dhe bution chewwieder gehen, but pray to Greecom Tode desde ele door de gewend Parede Got to become erine ? petite change the Grande ale marketingo This conhecer interest ne and cheer option into the offer the terre widmet andet for the time thing to someone other como ofera si prethe could greatly de Proteste net , of de Glee Gordon este o company of the The city on the Products and Services for Global Market • Desde - areerporates and are not amarnations and do no * వారు ముందు పలు మరి da due compagnia Case St. Marts I wanted the protein packaging customised to the local market lehet berit would there have been ordenly milyard 2. What were the three mers preferences that are howchraddist dereva PREUS