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Case
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Reference no. 583-021-1
Subject category: Marketing
Authors: Jay E. Klompmaker (University of North Carolina at Chapel Hill); C Kummel (University of North Carolina at Chapel Hill)
Published in: 1983
Length: 27 pages
Data source: Field research

Abstract

Gillette has recently introduced its new shaving system ATRA. Early sales look good so the company will be spending heavily on ATRA''s promotion. The brand manager for Trac II, the predecessor to ATRA, must decide whether Trac II justifies increased spending.
Location:
Industry:
Size:
USD1.5 billion in sales
Other setting(s):
1978

About

Abstract

Gillette has recently introduced its new shaving system ATRA. Early sales look good so the company will be spending heavily on ATRA''s promotion. The brand manager for Trac II, the predecessor to ATRA, must decide whether Trac II justifies increased spending.

Settings

Location:
Industry:
Size:
USD1.5 billion in sales
Other setting(s):
1978

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