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 您所選取的商品項目

> Gillette: Cutting Prices to Regain Share

商品編號: 9-720-378
出版日期: 2019/11/15
作者姓名:
Esty, Benjamin C.;Fisher, Daniel
商品類別: Other
商品規格: 18p

再版日期:
地域: United States
產業: Retail & Consumer Goods
個案年度: 2016 -  2017

 


商品敘述:

After losing market share to low-priced competitors such as Harry''s and Dollar Shave Club for several years, Gillette decided to fight back by launching new products and increasing advertising. When these efforts failed to stem the losses, Gillette decided to cut the prices on its razors and blades in April 2017. Bonnie Herzog, an equity analyst at Wells Fargo, must assess how the recently announced price cuts are likely to affect Gillette''s earnings and its parent company''s earnings (Procter & Gamble owns Gillette). As part of her analysis, Herzog must estimate the price elasticity of demand for Gillette''s razors and blades. The case contains scanner data which allows students to calculate both price elasticities for a sample of Gillette products, and sufficient data to estimate the financial impact.


涵蓋領域:

Competition;Finance;Marketing;Marketing strategy;Prices;Product positioning;Strategy


相關資料:

Spreadsheet Supplement, (9-720-853), 0p, by Benjamin C. Esty, Daniel Fisher