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Scenario 1-6 Gillette M3Power-A MACH3 Razor Innovation-Is a Groundbreaking, Powered Wet Shaving

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Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave.M3Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies.M3Power outperforms all other blades and razors in closeness, comfort, and safety during and after the shave.Gillette M3Power features other innovations beyond power: new blades featuring PowerGlide™-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip and a technologically-advanced handle (www.Gillette.com) .Recently, Gillette Co.sent direct mailers to users of competing male products, throughout the United States, a free MACH3Power razor with blades and a coupon offer.In addition, a series of coordinated advertisements to male customers were developed to increase awareness of this product.Gillette said that its goal was to have a market awareness rate of 70 percent within four months.
-(Scenario 1-6) The functional goal of Gillette's advertising of the Mach3Power razor is to get male consumers to shift their preferences from other brands.This is an example of:

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