Philips Shavers - Michael McAnally Andreas Kern Vinciane...

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Michael McAnally Andreas Kern Vinciane Deffontaines
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Synopsis Philips is a Dutch company manufacturing consumer electronics Technology leader in the dry-shaving market Philips market product innovation and quality as a differentiation strategy Dry-Shaving market accounts for 40% of the whole shaving market with Philips capturing about 44% within its segment Philips has a worldwide awareness for its performance and product quality.
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Male Shaving KSF Product Innovation Access to Traditional Retail Distribution Channels Availability through non-traditional distribution channels Product Quality Advertising Skills/ Brand Name Recognition Seasonality Awareness
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Female Shaving  Design and Marketing have different emphases for the female demographic. Women have more cosmetic expenses that allows for less money to be spent on shaving. Cost positioning (Shaving products are more disposable)
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Share Create more products for female use. Continue to merge Wet and Dry shaving technology to
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This note was uploaded on 04/16/2010 for the course MKT MKT501 taught by Professor Xx during the Spring '10 term at École Normale Supérieure.

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Philips Shavers - Michael McAnally Andreas Kern Vinciane...

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