Consumer Behaviour Case Study

Razors Duel: For Women's Sake!

OR

Abstract:
In 2005, the razor war between Gillette and Schick had intensified. Gillette, was the undisputed leader. Schick was the challenger and BIC’ was the follower, in the Personal Care and Hygiene Industry. Gillette was the pioneer of the revolutionary disposable razor designed in 1895 by King Camp Gillette. It went into the blade and razor business in 1901 and since then was a strong believer in constant product innovation. In 2000, Gillette introduced Venus a razor for women which soon became the No.1 women’s brand worldwide. Schick followed suit by introducing Intuition, Women’s razor which made some gains against Gillette. BIC also followed and served the Women’s segment. The three major razor makers had been jostling for shelf space for almost three decades. In January 2005, Gillette decided to merge with Procter & Gamble Co. which gave it greater distribution in emerging international markets and a competitive advantage over its rivals.

Pedagogical Objectives:

• To discuss and bring out the importance of peripheral vision and the "loss leadership" concept
• To discuss the Porter’s five forces model of Industry structure analysis
• To analyse the growth strategies adopted by the leader, challenger and the follower in the given industry.

Keywords : Business Strategy; Growth Strategies Case Study; Loss Leadership; Strategic Management; Core Competence; Product Placements; Product Innovation; Peripheral vision