Marketing and Gillette - 1387 Words

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†¦show more content†¦Wither it is product or marketing innovation, Gillette has to always exceed in innovation to stay dominant in its market. Gillette launched the new technology for Fusion in June 2010, the Gillette Fusion ProGlide and Fusion ProGlide Power, the number 1 Dermatologist recommended razor. Gillette combined seven technological advancements in shaving performance, Keeping Gillette on cutting edge for technological advancements. Question 2: What do you make of the battle between Gillette and Schick? Is the battle of one-upmanship good for either company? The war has first started around 1962 with Schick introducing the first stainless steel blade by this decreasing Gillettes market share. Yet Gillette was lucky because Schick couldnt exploit the niche it has created and Schick ended up in selling its blades to Gillette. Another technology was introduced by Schick in 2003, the Quattro four-bladed razor to gain market share from Gillette. The battle of one-upmanship is aggressive between Gillette and Schick and this is leading to all technology advancements in the wet-shaving industry. Gillette has always dominated the shaving market since its founding in 1901. Currently, Gillette controls 70% of the wet-shaving market. Schick claims roughly 18%. I think Gillette must always be cautious of schick and fair competition is always healthy for companies since it keeps them on edge with advancements to gain more marketShow MoreRelatedGillette Marketing Plan687 Words   |  3 PagesManagerial Marketing Marketing Plan Questions for Discussion 1. Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet-shaving market come to an end? Explain. While evaluating the product innovation at Gillette throughout its history, it is easy to relate to the companies ups and downs, as well as its struggles. Especially in the younger developmental years, we see the resilience of the company andRead MoreGillette Marketing Plan1878 Words   |  8 PagesTHE GILLETTE COMPANY MARKETING PLAN Second year of Mach3 in the market. 1. Executive Summary * The major goal is to meet the sales volume (unit and US$14400 MM) as well as estimated profits US$ 2880 MM which represents 24% of sales. * Consolidate Mach3 as a successful launch, with the objective of recovering the investment in 2 years. * Minimize the effect the higher price of Mach3 might have in foreign markets. * Make consistent efforts in allRead MoreGillette Strategic Marketing Case4093 Words   |  17 Pages6-Distinctive Competences for Gillette 12 Appendix 7- Barneys VRIO Analysis 12 Value: 12 Rarity 12 Imitability 12 Opportunities 12 Appendix 8- Internal Strengths and Weakness 12 Strengths 12 Weakness 13 Appendix 9 – External Opportunities and Threats 13 Opportunities 13 Threats 13 Appendix Ten- Current Business Level Strategies 13 History Founded in 1901, the first retail outlet was located above a fish store in Boston and was operated by King C Gillette. When the store firstRead More Gillette Marketing Plan Essay989 Words   |  4 PagesGillette Marketing Plan Gillettes $9.2 billion global business began on September, 1901 by the name of American Safety Razor Company. In 1902 it was names Gillette Safety Razor Company. The Gillette Company today is the global market leader in nearly a dozen major consumer products categories, principally in the grooming, alkaline battery and oral care businesses. It is the largest known company for producing razors and other shaving products. The five different business units Gillette focusesRead MoreCase Study Gillette Product and Marketing Innovation723 Words   |  3 PagesQuestions: (1) Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet-shaving market come to an end? Explain. Gillette had dominated the personal shaving market for quite a long time. They did not focus on product innovation very much, and when it did, it focused on acquiring existing product lines. In 1962, when Wilkinson Sword launched its stainless-steel blade, Gillette finally had competition. Wilkinson SwordRead MoreGillette Advertising Marketing Case Study Essay1955 Words   |  8 PagesGillette is an American company founded by King Camp Gillette. It was founded on 1901 and until 1962 it did not have any serious competition. This can be explained by its constant concern for innovation, which follows the belief of its founder, â€Å"a successful invention is the one that is purchased over and over again by a satisfied customer†. (Original idea of William Painter) For this reason, Gillette has always been trying to innovate in the market with new products. But they did notRead MoreGillette Marketing Promotional Tools 2007-2012 Essay1761 Words   |  8 PagesAssignment 1 Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012. Submitted to: Dr. Mark Robinson Submitted by: Zukhrab Karimov GILLETTE The Best a Man Can Get, when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline, it’s a brand promise. Founded by King Camp Gillette in 1901, he devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted hisRead MoreMba 5501, Advanced Marketing Unit V Marketing Plan1434 Words   |  6 PagesMBA 5501, Advanced Marketing Colombia Southern University Gillette has successfully convinced the world that â€Å"more is better† in terms of number of blades and other razor features. Why has that worked in the past? What next? Gillette is one of the well-known razor brand targeted at men. The razor has received popularity and accepted by men who entrust their faces and skin to Gillette. The technological innovation and commitment for quality and continues improvement geared towards the uniqueRead MoreGillette Cassette Case1398 Words   |  6 Pages1. Should Gillette enter the cassette market at all? Gillette Safety Razor Division (SRD) would be foolish to not enter the cassette market at this time in the game. With the established and well-trusted brand name on it’s side, Gillette will be able to exploit the undeveloped marketed to it’s fullest potential. The way that Gillette can accomplish this is by utilizing some of it’s biggest and strongest assets to overcome what the consultants believe are the three major problems in the industry:Read MoreGillette Startegic Analysis Essay1076 Words   |  5 Pagesâ€Å"Cutting Edge† Barber, Head of Gillette Shaving Division RE: Rejuvenating the strategy of Gillette’s razor business Current Strategy Gillette has grown to be a power brand in the shaving industry. Its products are seen as premium quality and are thus sold at a premium price. Gillette’s current business model consists of high spending in marketing and product development (RD). Gillette’s traditional competitive strategy for razors is to focus technology and marketing on increasingly sophisticated