M1D1: Gillette Fusion ProGlide Case Study INSTRUCTIONS When preparing for your discussion

M1D1: Gillette Fusion ProGlide Case Study
INSTRUCTIONS
When preparing for your discussion post on this case, it is recommended that you read through it several times.
Read through it the first time to familiarize yourself with the prompt.
On the second reading, consider your assigned role in the situation, and let that guide your perspective.
Look deeper at the details: facts, problems, organizational goals, objectives, policies, strategies.
Next, consider the concepts, theories, tools and research you need to use to address the issues presented.
Then, complete any research, analysis, calculations, or graphing to support your decisions and make recommendations.
BACKGROUND
Gillette is at the forefront of the male grooming industry by consistently providing new technologies to instill consumer confidence and comfort. In 2010, Gillette launched the Fusion ProGlide razor, selling 2.5 million razors and leading the industry in the sales of razors (Datamonitor, 2011, p. 1). Gillette took a consumer-focused approach to its marketing strategy and became the world’s best selling razor. This case study will focus on the marketing strategies and tactics of Gillette for the launch of their Fusion ProGlide razor.
PROMPT
Read the Gillette Fusion ProGlide Case Study: Using Consumer-Focused Marketing to Instill Brand Confidence
 (Links to an external site.)
 and the module resources. Marshall and Johnston (2015) define marketing as, “…a business built around the customer with resources and processes aligned to maximize customer value” (p.7). Consider this definition when reading the case study about Gillette’s campaign.
Answer the questions about the case study. Support your answers with relevant scholarly resources.
Tasks:
In the discussion forum, answer the following:
What promotional activities do you believe had the most impact? Why? How did Gillette’s marketing strategy recognize the importance of the customer adoption lifecycle?
What marketing model(s) could be used to assess or improve a campaign such as this?
In response to your peers, consider their assessment of the marketing decisions and strategies conducted by Gillette.
Do you agree with their perspectives on how customer value is maximized? Why or why not? 
Support your answers using relevant, scholarly resources and citations in APA format.
Responses should comprise 200-600 words.
References
Datamonitor. (2011). Gillette Fusion ProGlide Case Study: Using consumer-focused marketing to instill brand confidence
 (Links to an external site.)
. London, United Kingdom: Datamonitor.
Marshall, G.W. & Johnston, M.W. (2015). Marketing management (2nd ed.). New York, NY: McGraw Hill.
Consult the Discussion Posting Guide for information about writing your discussion posts. It is recommended that you write your post in a document first. Check your work and correct any spelling or grammatical errors. When you are ready to make your initial post, click on the “Reply”. Then copy/paste the text into the message field, and click “Post Reply.” 
To respond to a peer, click “Reply” beneath her or his post and continue as with an initial post.
Evaluation
This discussion will be graded using the discussion board rubric. Please review this rubric, located on the Rubrics page within the Start Here module of the course, prior to beginning your work to ensure your participation meets the criteria in place for this discussion. All discussions combined are worth 20% of your final course grade.