Millward Brown Schick Case StudyOrder Description
Schick is a brand of personal care and safety razors owned by Edgewell Personal
Care. The company was founded in 1926 and was purchased by Energizer in 2003
from Pfizer. On July 1, 2015, Energizer split into two companies with Schick falling
under Edgewell Personal Care. While second in sales to Gillette globally, Schick is the top selling brand of safety razors and blades in Japan. The Schick brand is
used
in North America, Australia, Asia and Russia. In Europe, Edgewell sells the same
products under the Wilkinson Sword brand. Schick also markets shaving gels.Schick Hydro the main mens razor in their portfolio a premium product Schick
Hydro Premium launched last year into Japan as an incremental product and in
Australia and the US replacing the existing core Schick Hydro. The product has not
yet been launched in China (see https://www.youtube.com/watch?v=vXvXTy3zrDM).
Schick Hydro Silk the main womens razor in their portfolio launched a variant
extension Schick Hydro Silk Trimstyle into Australia, the US and Japan during 2016
(see https://www.youtube.com/watch?v=1zA3BL6wWgY)Access the publicly available information on these brands (google, youtube etc) to
review the brand situation of each brand in each market.
Assess and appraise each campaign against the micro and macro environmental
factors in each region.
Try to use all/most of the following:
Assessing the micro and macro environmental factors in each region
1. Cultural differences:
Hofstedes cultural dimensions
Trompenaars cultural dimensions
2. Environmental analysis
PESTLE analysis
3. Industry analysis
Five forces model
4. Product and market analysis
BCG matrix (question marks, stars, dogs, cash cows)Assume Schick were to evolve the campaign in each market for 2017, what further considerations should they consider? You might like to answer or consider questions
such as:
What strategic direction does it look like Schick were aiming in 2016
What would you change or amend in 2017 based on your appraisal of their
current advertising
Given their market situation, would you expect this campaign to work? Why?