Gillette Fusion Case Study
Case Study Gillette Fusion: Building a $1 Billion Brand
Q1. Key Milestones
Gillette dominates 70% of global razor market; their strategy is to keep on producing new products, developing new innovations, and remaining as the market leader in men’s grooming market. Gillette introduced its first razor in 1903; by 1971, they invented Trac II “the world’s first two-blade razor”. Comparing to the original one-bladed razor, the two blades work better. Then they came out with Altra, the razor with a pivoting head, in 1977. The Sensor came out soon after with spring-loaded blades; the spring-mounted blades allow the razor to adjust to the contours of user’s face. The SensorExcel was the first razor to include microfins on the cartridge head; the microfins give users a closer, more comfortable shave. This was the start of many new technological inventions that Gillette is producing. Most of these early inventions are more for the disposable usage because the design and features are simpler; the price is also more affordable.
The MACH3 was introduced to the market in the United States, Canada, and Israel in 1998; this razor was special because it saves time. With the three blades, users of this razor can shave three-time faster with each stroke. MACH3 was a huge success for Gillette; it took 15% of the market share and brought in $60 million in the first six month. The new method of loading cartridge for the MACH3 is much easier; the blade edge’s material is thinner, three times stronger than stainless steel, and lasts much longer. The strip color-fading feature is great because it alert users when they need to change out the blades, which is very helpful; customers won’t have to waste money replacing new blades too soon and avoid having uncomfortable shaving experience due to old blades. The price for the razor and its cartridge is much higher than the older version razors, which is why lots of money is spent on promoting and advertising. Due to the
Q1. Key Milestones
Gillette dominates 70% of global razor market; their strategy is to keep on producing new products, developing new innovations, and remaining as the market leader in men’s grooming market. Gillette introduced its first razor in 1903; by 1971, they invented Trac II “the world’s first two-blade razor”. Comparing to the original one-bladed razor, the two blades work better. Then they came out with Altra, the razor with a pivoting head, in 1977. The Sensor came out soon after with spring-loaded blades; the spring-mounted blades allow the razor to adjust to the contours of user’s face. The SensorExcel was the first razor to include microfins on the cartridge head; the microfins give users a closer, more comfortable shave. This was the start of many new technological inventions that Gillette is producing. Most of these early inventions are more for the disposable usage because the design and features are simpler; the price is also more affordable.
The MACH3 was introduced to the market in the United States, Canada, and Israel in 1998; this razor was special because it saves time. With the three blades, users of this razor can shave three-time faster with each stroke. MACH3 was a huge success for Gillette; it took 15% of the market share and brought in $60 million in the first six month. The new method of loading cartridge for the MACH3 is much easier; the blade edge’s material is thinner, three times stronger than stainless steel, and lasts much longer. The strip color-fading feature is great because it alert users when they need to change out the blades, which is very helpful; customers won’t have to waste money replacing new blades too soon and avoid having uncomfortable shaving experience due to old blades. The price for the razor and its cartridge is much higher than the older version razors, which is why lots of money is spent on promoting and advertising. Due to the