Since that time, the Wilkinson Sword-Schick Company has evolved into Gillette's primary competitor. In fact, the company was so visionary that it didn't have any seriousĬompetition until 1962, when Wilkinson Sword introduced its stainless-steel blade. Since its inception in 1901, Gillette has always prided itself on providing the best shaving care products for men and women. Themes: Product leadership, product innovation, pricing strategy, integrated marketing communication, segmentation, competition, sports marketing, global marketing, strategic focus Increase its share of the global razor market. Gillette must decide how to put the razor wars behind it and maintain or Lack of new technology and increasing consumer reluctance to pay for the “latest and greatest” in shaving technology. Today, innovation in razors and blades is thwarted by a The peak of its innovation occurred in 2006 with the introduction of the Fusion 5-bladed razor. In the highly competitive, but mature, razor and blade market, Gillette holds aĬommanding worldwide market share. Synopsis: Gillette has long been known for innovation in both product development and marketing strategy. Case 15 Gillette: Why Innovation May Not Be Enough*
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