Scenario 6-1 Headquartered in Boston, the Gillette Company Is the World Leader

question 67

Multiple Choice

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
-(Scenario 6-1) The philosophy behind Gillette's efforts is based on

• A)user positioning.
• B)market niche positioning.
• C)benefit positioning.
• D)competitive positioning.

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