Marketing and Gillette
Marketing Management
Case 7: Gillette The Razor Wars Continues
Prepared by: Hala
Question 1:
Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in wet-shaving market come to an end? Explain?
King C. Gillette has founded Gillette in 1901. It was one of the first great multinational organizations and a marvel of marketing effectiveness. Gillette has set a goal for his company: To offer consumers high-quality shaving products that would satisfy basic grooming needs at a fair price. Throughout its history Gillette has always strived to be on cutting edge of shaving technology in a market that thrives on innovation.
Gillette did a great job in razor market dominance. Its innovation also expanded to other products like introducing the refillable Paper Mate pen and the Cricket disposable lighters and the Soft & Dri antiperspirant. Meanwhile Gillette's Trac II razor was a great success. The Colman Mockler era was one of the most successful in Gillette's history, producing memorable innovations as the Atra razor, the Good News! Disposable razor and the Daisy razor for women. With such product additions, Gillette held majority of the US shaving market and also 75% of the global market share. Gillette has been throughout its history a first runner in innovation. Its introduction of new products that were developed in its research laboratories helped boost sales in razor and blades, personal care and writing instrument segment. In the razor and blades segment, Gillette introduced the Altra-Plus shaving system which featured a refillable Atra cartridge with lubricating strips. This overtook Trac II as the number one selling razor. Also Gillette updated the Good News! Line to include a disposable razor with lubricating strips. In the personal care business Gillette made several introductions including Aapri facial care products, Dry Idea deodorant, Bare Elegance Body Lotion,
Case 7: Gillette The Razor Wars Continues
Prepared by: Hala
Question 1:
Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in wet-shaving market come to an end? Explain?
King C. Gillette has founded Gillette in 1901. It was one of the first great multinational organizations and a marvel of marketing effectiveness. Gillette has set a goal for his company: To offer consumers high-quality shaving products that would satisfy basic grooming needs at a fair price. Throughout its history Gillette has always strived to be on cutting edge of shaving technology in a market that thrives on innovation.
Gillette did a great job in razor market dominance. Its innovation also expanded to other products like introducing the refillable Paper Mate pen and the Cricket disposable lighters and the Soft & Dri antiperspirant. Meanwhile Gillette's Trac II razor was a great success. The Colman Mockler era was one of the most successful in Gillette's history, producing memorable innovations as the Atra razor, the Good News! Disposable razor and the Daisy razor for women. With such product additions, Gillette held majority of the US shaving market and also 75% of the global market share. Gillette has been throughout its history a first runner in innovation. Its introduction of new products that were developed in its research laboratories helped boost sales in razor and blades, personal care and writing instrument segment. In the razor and blades segment, Gillette introduced the Altra-Plus shaving system which featured a refillable Atra cartridge with lubricating strips. This overtook Trac II as the number one selling razor. Also Gillette updated the Good News! Line to include a disposable razor with lubricating strips. In the personal care business Gillette made several introductions including Aapri facial care products, Dry Idea deodorant, Bare Elegance Body Lotion,