Evolution of Gillette Razor Blades

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TITLE
A CRITICAL REVIEW OF THE GILLETTE POWER RAZOR

ABSTRACT
Marketing, design and innovation is the study of how an organisation’s competitive advantage forte is indomitable and shaped by its marketing, design and innovation prowess. In addition, it is as a critical factor to the growth and success of the organisation and to the global community. This study seeks to reconnoitre the Gillette’s Power Razor through the lens of organisational marketing, design and innovation. It will look at the way in which Gillette Power Razor and its brand prospers in those areas and how it impacted on the competiveness in the marketplace. The objectives of the study are, firstly to display how the characteristics of the Gillette Power Razor have evolved over time to meet customer’s needs. To show the benefits and value derived by the users. To show the uniqueness of its design elements. Finally, to show the Gillette’s brand appeal in contemporary markets. In this research the investigator will be taking the view of epistemology. The investigator selected the Gillette power razor as the product to critique within the context of marketing, design and innovation. The razor took a very long time to evolve into its present multidimensional use. Therefore, true innovation always begins by investigating the historic footprint. The PESTLE analysis will be used shows how the characteristics of the item has altered over time what drove the changes in the market and which it exists from the benefits and value derived by the clients, customers or recipients. Furthermore, the uniqueness of its design elements – shape, colour, design, imagination, relevance and usefulness. Finally, its appeal as brand in contemporary markets

1. INTRODUCTION
1.1 BACKGROUND OF STUDY
According to G. Berkhout cited in Trott 2008, “the purpose of innovation is to create business. In industry, methods and tools are developed on how to organize and manage innovation processes with the objective to better control added – value, cost and risk.” Additionally, Marketing is the process of determining customer needs and wants and then providing customers with goods and services that meet or exceed their expectations (Nickels et al, 2002). Nevertheless, the Danish Government describes design as “the power to make products and services more attractive to customers and users, so they are able to sell at a higher price by being differentiated from the competition by virtue of new properties, values and characteristics.” Marketing, design and innovation is the study of how an organisation’s competitive advantage forte is indomitable and shaped by its marketing, design and innovation prowess. In addition, it is as a critical factor to the growth and success of the organisation and to the global community. 1.2 PURPOSE OF STUDY

This study seeks to reconnoitre the Gillette’s Power Razor through the lens of organisational marketing, design and innovation. It will look at the way in which Gillette Power Razor and its brand prospers in those areas and how it impacted on the competiveness in the marketplace. 1.3 OBJECTIVES OF STUDY

The objectives of the study are:
1. To display how the characteristics of the Gillette Power Razor have evolved over time to meet customer’s needs. 2. To show the benefits and value derived by the users.
3. To show the uniqueness of its design elements.
4. To show the Gillette’s brand appeal in contemporary markets.

1.4 LIMITATIONS
This may refer to the problems the investigator may encounter when collecting and evaluating the information. Some of the limitations the investigator encountered are: * The actual limited duration of the assignment.

* Deficiency of skill by the investigator.
* Limited historical information provided about the product. 1.5 METHODOLOGY
Saunders, Lewis and Thornhill, 2009, describe methodology as a theory of how any research should be embarked on. Saunders considers that a researcher must recognize the...
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