This case is suitable for use in both undergraduate- and graduate-level courses on introductory marketing, marketing strategy, and consumer behaviour. Modules specific to advertising, ethical issues in marketing, social marketing, macromarketing, gender and marketing, or marketing and society are particularly applicable. The case is also suitable as an exercise in product (re)positioning. After working through the case and assignment questions, students will be able to ·evaluate the main issues facing players in the men's razor and razor blade industry; ·assess Gillette's promotions, including the company's progression over time and its recent controversial "WeBelieve" ad; ·provide recommendations for Gillette's future promotional efforts; and ·examine the role of business in supporting and reflecting social change, including from an ethical perspective.

advertising; social change

Undergraduate/MBA

Retail Trade
United States
Large