1. What factors have caused Gillette to not achieve its full potential in India? (Consumer; Market awareness; Value; Communication gap; Distribution; Product mismatch?)
2. How effective do you think is their approach to grow the share of Gillette in the urban male market? Identify where these factors created bottlenecks in the consumer adoption process for Gillette razors.
3. Gillette claims that "Shave India Movement" and "WALS" were a resounding success. How would you determine the success of such a campaign? What elements of the campaign made it successful? Could it be replicated in other product categories and markets? What was the solution to Gillette India's consumer price point misalignment problem?
4. "Shave India Movement" was used to address the Indian urban male. How should Gillette address the needs of rural, generally poorer male shaving needs? Provide a compelling reason why razor sales in India remained unresponsive following the price point solution?