In the effort to further widen the product mix of Gillette to capture other segments of the market, Gillette continues to evelop new products. An important element in the Gillette case is the customisation of the product to local needs. In the later stage, Gillette continued to innovate by offering power versions of its razors that contain tiny electronic motors in the handle.
Inwhen Wilkinson Sword launched its stainless-steel blade, Gillette finally had competition. Along the same product category which serves the women segment is the Sensor for Women system, launched inwhich is the revision of the Sensor and Sensor Excel product line.
In the effort to further widen the product mix of Gillette to capture other segments of the market, Gillette continues to evelop new products. The company spent millions on pre-launch promotions. But Gillette set aside its global strategy in India and grew its market share dramatically.
Manufacturing, distribution, marketing and advertising were geared for the global introduction through increased production capacity and aligned promotional material.
As well as developing new flavours, the brand has also created new formats. It also says something when introducing each new product, sales of the initial razor were higher than refill cartridges.
Gillette continued to diversify their product line, but was met with mixed success.
Small touches like a textured handle for a firm grip to deal with thicker-than-average hair and a hang hole for convenient storage catered to unique Indian needs.
The product was supported by a marketing premise that it would be equally valuable to customers globally. Should Gillette be worried about Schick. DollarShaveClub are growing fast in the US by selling simple twoblade razors online at a fraction of Gillette's price.
Moreover, Gillette was able to deliver its promise to customers by putting in place an appropriate value network. Gillette launched the original Sensor razor, the first razor to have spring-loaded blades which claimed that the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.
This understanding helped it innovate through developing new products and creative communication ways to attract and engage Indian consumers. In addition to a customised product, all the elements of the business model were coherent with the value proposition and mutually reinforcing.
For years, marketing brains wondered why Indian men stubbornly refused to ditch the humble double-edged blade for the convenience of a system razor. 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".
The changes are costly. Simplified design means 80 per cent fewer parts are used in production compared to Gillette Vector. Gillette has been willing to put in the hard work to understand India in all its vastness and diversity, and has, therefore, met with success after But someone had to understand local nuance — like Indian men in smaller towns sit on a floor with a cup and shave; and affordability was an issue.
Would-be innovators can learn a lot from Gillette. This understanding helped it innovate through developing new products and creative communication ways to attract and engage Indian consumers. Until, that is, the kinks begin to be ironed out, and its inexorable march up-market causes Gillette to flee rather than fight.
The company created the Women Against Lazy Stubble WALS association, where women were encouraged to ask their men to shave, capitalising on their role as influencers of men in this aspect. By using an incremental approach to innovation, Cadbury has been able to open up additional sources of revenue.
The Fusion uses a unique five-blade design with a single blade on the back of the cartridge for use in trimming moustaches and sideburns. This can be simple as adding a new feature to an existing product or it can be more complex, for example developing a line extension.
Besides, Gillette is able to widen its market share to teens who shaves with a line of Sensor razors in a variety of colours in an attempt to develop lifelong customers at a young age. The hang hole was introduced as a response to less convenient conditions and to allow for easy drying and storage.
Coca-Cola Another great example of incremental innovation comes from Coca-Cola. To remain competitive, Gillette must keep the valued customer at the core of its strategy and adapt its business model accordingly.
Therefore, there ought to be differences in local needs that are substantial enough to warrant the change. Even though the target customers were professional men with higher disposable incomes than the average Indian, the traditional, double-edged razor, could not be dislodged.
However, there are some aspects of the strategy that appear to be controversial. These include "low cutting force blades" that are thinner, with finer edges and "an advanced low-resistance coating.
Gillette – Product Innovation Question 1: Evaluate product innovation at Gillette throughout its history.
Gillette has invented the first safety razor with disposable blades in year which is one of the new-to-the-world products. (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 pro. In the past century, Gillette has been amongst the leaders in shaving innovations, delivering cutting edge science and technology to consumers.
Gillette the most payback for its advertising dollar because it delivered to an overwhelmingly male audience suited to Gillette’s overwhelmingly male product. Gillette’s commitment to innovation has been an important part of the brand’s lasting legacy.
Today, over million consumers trust their grooming needs to Gillette in over countries, making Gillette the #1 shaving brand in the world.
Question 1: Evaluate product innovation at Gillette throughout its history. Gillette has invented the first safety razor with disposable blades in year which is one of the new-to-the-world products. Synopsis: Gillette has long been known for innovation in both product development and marketing strategy.
In the highly competitive, but mature, razor and blade market, Gillette holds a commanding worldwide market share.Gillette product innovation