Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France

Date of publication: September 1, 1978

Abstract:

In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by design features. Introduced to coincide with the sales boom at the start of the school year, the TEMPO Junior met with poor success. Consequently, the Marketing Division of GILLETTE FRANCE considered that a more incisive sales strategy was needed, and commissioned the study described below with a view to assisting its formulation on a number of points.

Jean-Louis Laborie

Author

This is a long description of some author details.

Nicole De Ferran

Author

This is a long description of some author details.

This could also be of interest:

Case Studies

Research Papers

Research Papers

  • PDF