Case Study Gillette Product and Marketing Innovation

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Questions: (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 Sword could not exploit the niche it had created and Gillette was able to purchase much of their existing blade business. However, the damage was done and the competition dropped their market share to an all-time low. Gillette continued…show more content…
As a consequence, their focus has been on enhancing current products, developing complementary products, and strengthening the brand as a whole using its successful marketing strategy. (2) What do you make of the battle between Gillette and Schick? Is the battle of one-upmanship good for either company? I'm not sure I would call it a battle, as Gillette has maintained a majority of the market share. Schick came along and took away some of their market share with the introduction of the Quattro, but that has been the extent of the "battle". This one-upmanship did benefit Gillette. It propelled Gillette to take a good look at it's strategy. They focused on converting consumers to higher priced razors and expand into new world markets. However, "the battle" wasn't as good for Schick and often isn't for other companies embroiled in this type of war. When a business moves their focus from what the consumers need and desire, to only what your competitor is doing, you can lose the opportunity to expand the reach of your market share. (3) What actions would you recommend over the next five years that would help Gillette maintain its worldwide dominance in the shaving market? What specific marketing program decisions would you recommend? Should Gillette be worried about Schick? Explain. I like the steps that they are taking right now. The development of complementary products coupled with its sports cross promotion is one they should

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