Promotion Strategy at Gillette

Promotion Strategy at Gillette

Founded in 1901, Gillette is a major actor in several consumer carrefour markets. Its Duracell, Oral-B, Braun and Gillette brands all learn their respective markets (Gillette, 2004a). This paper discusses the Gillette razor brands. It discusses why Gillette invests heavily in new product developwork forcet and promotion and outlines the companys product and brand strategies.

In January 2004, Gillette launched its newest razor product, a goingesign of the Mach3 product called the M3Power. The M3Power razor includes slenderly redesigned blades and a new cartridge design that Gillette claims will generate a new level of glide and comfort and a superior shaving performance (Gillette, 2004b). The higher-priced M3Power ultimately includes only low changes from their existing Mach3 and Mach3Turbo product lines, but Gillette uses these improvements to add to and update their product line. In the erstwhile(prenominal), the Sensor line of razors received several upgrades beforehand more sweeping design changes in the Mach3 line. This product move illustrates that Gillettes razors are mature products, and that the company focuses on boosting sales and generating pastime in the product line to avoid the effects of a decline stage.

Little has changed over the years in the way that men s absorb with blades.



Since the advent of the disposable double-edged razor, product innovations have come in the form of the addition of 2, or as yet 3, additional blades, lubricating strips, and flexible cartridge heads. These changes have not significantly affected underlying methods or process of shaving. In 2002, Gillette released the premium-priced Mach3 Turbo Champion, a razor that was identical to its Mach3 Turbo line, but offered a bright red color.

Razor blades for shaving are one of the most mature markets in consumer products, and provide an excellent lesson in product promotion. In the past century, male shaving needs...

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