The Gillette Guard was the result of what Alberto Carvalho, vice president, globel Gillette, described as a focus on not only producing razor that would meet the needs of these consumers, but doing it at ruthless cost. This meant paying attention to the smallest details, designing a stripped down single blade razor with only four comments versus the 25 found in more sophisticated razors. Jim Keighley, associate director for product engineering, says I can remember talking about changes to this products that were worth a thousandth, or two thousandths of a cent In the end they were able to produce a razor that cosy one third of the previously introduced Vector. Selling price for the Gillette Guard ended up at 15 rupees (34 cents) and the razor blades at 5 rupees (12 cents). As a result of their painstaking research and attention to the needs of this unique target audience, P&Gs market share for razors and blades has grown significantly in india and at a faster rate than any other P&G brand in India. Despite the challenges they encountered it appears that the Gillette Guard can be considered a bottom of the pyramid success story DISCUSSION QUESTIONS 1. Using the 4As framework -Chapter 12, analyze the considerations that went into the development of the Gillette Guard razor for the Indian market Are companies targeting the bottom of the pyramid taking advantage of vulnerable consumers with limited resources 2. 3. More than half of US, workers earn less than $30.000 a year, barely above the poverty line for a family of five. What would you recommend to a company looking to target the bottom of the pyramid consumers in the United States?
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