Every woman old enough to remove hair knows the Wilkinson Sword Intuition. It is a product which has been launched on the women shaver market because it is a market which is strongly expanding nowadays and represents potential profits for producers: it became as competitive as the masculine market. As its name tells us, the shaver has been created by the company Schick-Wilkinson, a subsidiary of Energizer, being more than 200 years old, proof of its efficiency and its expertise in swords since 1772. At the beginning, the company was specialized in weapons and bayonets, then in protocol swords for the Queen army. Along the history, the company adapted itself to follow the trends and needs of society. They began marketing men shavers and finally women shavers. Currently, the Wilkinson Intuition has a direct competitor, Venus, produced by the biggest company on the market Gillette (subsidiary of Procter & Gamble). Their constant battle in innovation offers each time a better product for consumers. But this point will be discussed later.
[...] To build the positioning sheet we will compare the Wilkinson Sword Intuition with its main direct competitors marketed on the European market: the best of the Gillette range called Venus and the best of the Bic range called Soleil. Indeed, they are the most innovating products of the blade range but the most expensive too. That is why we have chosen price and innovation as criteria to compare the Wilkinson Sword Intuition with its direct competitors. SWOT Analysis Strengths The product is an all-in-one shaver because women do not need to buy creams anymore to shave their legs and despite it, legs are soft after shaving. [...]
[...] Mix Marketing of the Wilkinson Sword Intuition Product policy This product has been developed around two mains principles: Easy to use and comfort. Wilkinson uses an innovative strategy for this shaver. In fact, it is the first shaver to propose some soap integrated into the product. Therefore consumers, who are in majority women, expect this product to be sweet and pleasant. To satisfy consumers' expectations, Wilkinson has created three products in this range. Sensitive: The soap is enhanced by Aloe Vera and by E vitamin, to respect sensitive skins it is without scent. [...]
[...] Bic Gillette Wilkinson 5-Connaissez-vous le Wilkinson Sword Intuition ? Oui Non 6-L'avez-vous déjà utilisé ? Oui Non Quelle est pour vous la marque correspondante aux catégories suivantes ? Wilkinson Gillette Bic sensibilité respect de la peau prise en main odeur packaging mode et actualisation Pour les caractéristiques suivantes, de quelle manière le Wilkinson Sword Intuition répond-il à vos attentes ? Détestable Mauvaise Bonne Correcte Excellente sensibilité respect de la peau prise en main odeur packaging Mode et actualisati on 9-Donnez-moi deux avantages du Sword Intuition 10-Donnez-moi deux inconvénients du Sword Intuition COMPORTEMENT 11-Etes-vous fidèle à votre produit ? [...]
[...] Wilkinson Sword Intuition: legal and logistical constraints 1 Legal constraints The Wilkinson Sword Intuition is made of 3 blades and a soap called a skin conditioning solid. Thus, it must follow legislation in the area of blades and of soaps. The fabrication of blades must follow a strict pattern and be controlled along the process. For the Wilkinson case, the process of fabrication has been patented, so that it is even stricter and more controlled with respect to the blade metallurgical composition, length and width. [...]
[...] Thus, we can conclude that direct and indirect competition is quite intense in the sector of hair removal Consumer's profile The product Wilkinson Sword Intuition has been created in order to answer to consumers' expectations. So, to study the consumer's profile, we have to understand these expectations. What are the objectives of the product? Has Wilkinson achieved its objectives? Consumer's expectations With the increase of women's consideration in our society, shavers, like every other product for women's bodies, have to answer to their expectations. [...]
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