How do you increase sales for a product that is already the leader in the market?
Increase interest in the market. That’s what Procter & Gamble did
when they wanted to grow sales of their razors in India.
P&G’s Gillette razors are the most popular razors in India. But sales had been stagnant for years, mostly due to a natural bias against shaving. Indian men often prefer to avoid razors altogther, choosing instead to grow facial hair.
In addition, the Mach III costs about 10 times more than the competition, a straight razor. So how did P&G jump these hurdles? By growing the market through social media.