Gillette and Men's Wet Shaving Market
Gillette and the Men’s Wet-Shaving Market
I. BACKGROUND
COMPANY HISTORY Gillete Company has assumed the world leader in the men’s and some women’s grooming product technology. Gillette maintains 64 manufacturing facilities in 27 countries, and its products are sold in more than 200 countries, more than 60 percent sales of which occurring outside the US.
Gillette has also adopted the top spots worldwide in writing instruments: Paper Mate, Parker, and Waterman brands to name a few. There were also the joining of oral care products , Oral-B, and alkaline batteries – Duracell products, which generate almost one-fourth of company profits.
STATEMENT OF THE PROBLEM
How should the company handle their product categories, particularly focusing on two main products – the disposable razors versus the system razors, to sustain profitability and growth amidst stiff competition in the wet - shaving market?
II. OBJECTIVES
• To determine new marketing strategies for their products • To determine the best strategy that would help the company maintain its current position as a market leader • To capture the women wet-shavers market • To continue producing innovative products to increase competitiveness in the global market
II. SITUATION ANALYSIS
Milestones:
1932 – Gillete Blue Blade
1938 – Gillette Thin Blade
1946 – First Blade dispenser to unwrap individual blades
1948 – diversify into new markets through acquisition Toni Company – reach women’s grooming-aid market
1954 – bought Paper Mate – leading maker of writing instruments
1959 – first silicone-coated blade - Super Blue Blade
1961 – 70% share Super Blue, 90% double-edged
1962 – acquireds Sterilon Corpn – manufactured disposable hospital supplies
1976 – launched Good News – first disposable razor for men in US
1977 – launched Atra $7 million adv campaign at expense of Trac II (Automatic tracking
I. BACKGROUND
COMPANY HISTORY Gillete Company has assumed the world leader in the men’s and some women’s grooming product technology. Gillette maintains 64 manufacturing facilities in 27 countries, and its products are sold in more than 200 countries, more than 60 percent sales of which occurring outside the US.
Gillette has also adopted the top spots worldwide in writing instruments: Paper Mate, Parker, and Waterman brands to name a few. There were also the joining of oral care products , Oral-B, and alkaline batteries – Duracell products, which generate almost one-fourth of company profits.
STATEMENT OF THE PROBLEM
How should the company handle their product categories, particularly focusing on two main products – the disposable razors versus the system razors, to sustain profitability and growth amidst stiff competition in the wet - shaving market?
II. OBJECTIVES
• To determine new marketing strategies for their products • To determine the best strategy that would help the company maintain its current position as a market leader • To capture the women wet-shavers market • To continue producing innovative products to increase competitiveness in the global market
II. SITUATION ANALYSIS
Milestones:
1932 – Gillete Blue Blade
1938 – Gillette Thin Blade
1946 – First Blade dispenser to unwrap individual blades
1948 – diversify into new markets through acquisition Toni Company – reach women’s grooming-aid market
1954 – bought Paper Mate – leading maker of writing instruments
1959 – first silicone-coated blade - Super Blue Blade
1961 – 70% share Super Blue, 90% double-edged
1962 – acquireds Sterilon Corpn – manufactured disposable hospital supplies
1976 – launched Good News – first disposable razor for men in US
1977 – launched Atra $7 million adv campaign at expense of Trac II (Automatic tracking