Gillete case study

Topics: Procter & Gamble, Duracell, Razor Pages: 5 (1595 words) Published: October 13, 2013
The analysis of Gillette:
Gillette is a brand of men's safety razors, among other personal care products owned by Procter & Gamble. Based in Boston, Massachusetts, United States, it was one of several brands originally owned by the Gillette Company, a supplier of products under various brands, which was merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.[1]

Under the leadership of Colman M. Mockler as CEO from 1975 to 1991, company was the target of three takeover attempts, from Ronald Perelman and Coniston Partners.[2] On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company. As a result of this merger, the Gillette Company no longer exists. Its last day of market trading—symbol G on the New York Stock Exchange—was September 30, 2005. The merger created the world's largest personal care and household products company[citation needed]. In addition to Gillette, the company marketed under Braun, Duracell and Oral-B, among others, have also been maintained by P&G. The Gillette company slogan is "The Best a Man Can Get".

The Gillette Company's assets were incorporated into a P&G unit known internally as "Global Gillette". In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette's brands and products were divided between the two accordingly. King Gillette sought protection of his fledgling business for safety razors when he applied for the trademarks for razors and razor blades, soap, and shaving brushes on Wednesday, May 27, 1908. King C. Gillette filed trademark applications with the United States Patent and Trademark Office simultaneously in separate goods and services classes. King C. Gillette filed trademark applications under the early company name, Gillette Safety Razor Company, and while trademark applications were filed at the same time, each registration was granted on a different date. Registration for the Gillette trademark was assigned to razors and razor blades and was granted on October 13, 1908 with a serial number 71034984. Trademark for soap was awarded on September 29, 1908, with serial number 71034985, for shaving brushes on September 1, 1908 with 71034986. First use for this early Gillette trademark is declared as May 16, 1908. All three trademarks for the Gillette diamond have expired.

The first safety razor using the new disposable blade went on sale in 1903.[3] Gillette maintained a limited range of models of this new type razor until 1934 and the introduction of the "Aristocrat". The great innovation of this new model was the "Twist to Open", or TTO design, which made blade changing much easier than it had been previously, wherein the razor head had to be detached from the handle.

1947 saw the introduction of the new "Super Speed" model, also a TTO design. This was updated in 1954, with different versions being produced to shave more closely—the degree of closeness being marked by the color of the handle tip.

In 1958, the first "adjustable" razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1986.

The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1986. A companion model, "The Knack", with a longer plastic handle, was produced from 1966 to 1976.

Newer products[edit]

Gillette Fusion HydraGel is a new version in the Gillette shaving gel series.

Gillette Fusion ProGlide Power is a newer version product, intended to reduce razor burn. Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable cartridge with a razor band which was advanced by means of a lever. This exposed an unused portion the band and was the equivalent of five blades....
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