Gillette : Managing Product Innovation


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Case Details:

Case Code : MKTA015
Case Length : 21 Pages
Period : 1990-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Gillette
Industry : Consumer Goods
Countries : USA

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Other Products

In 2001, Gillette introduced Mach3 Turbo, an advanced triple- blade shaving system, with added features like an anti friction blade that reduced the cutting force needed to slice through hair, to result in a much closer and comfortable shave with less drag and pull. Mach3 Turbo also featured thinner, more flexible microfins that stretched the skin more effectively, resulting in even greater comfort. An enhanced lubricating strip increased lubrication and improved the razor glide. Priced at $9.00, 20% higher than the earlier version, Mach3 Turbo became the top-selling razor in the US with 33% of industry sales in the 4th quarter of 2002...

The Future Agenda

In the $6 billion7 worldwide razor and blade industry, Gillette had established a strong reputation for being an innovator. Gillette had been the first in introducing several new features- the first twin blade shaving system (Trac II), the first twin blade disposable razor (Good News!), the first twin blade shaving system with a pivoting head (Atra), the first twin blade shaving cartridge incorporating a moisturizing lubrastrip (Atra Plus), the first shaving cartridge with independent spring-mounted twin blades (Sensor), the first shaving cartridge with flexible microfins (SensorExcel) and the first three-bladed shaving system (Mach3)...

Exhibits

Exhibit I: Gillette: Product Line and Product Mix
Exhibit II: Gillette: Eight Year Revenue and Income Summary
Exhibit III: Gillette: Segment Wise Revenue Split-up
Exhibit IV: Gillette: Key Products
Exhibit V: The 10 Top Razor Brands in The US*
Exhibit VI: The Twelve Top Razor Brands in The US*
Exhibit VII: Gillette: Advertisements
Exhibit VIII: The Top 10 Cosmetics and Toiletries Companies in 2001 by Market Share
Exhibit IX: Market Shares of Leading Players in the Wet - Shave Market

Exhibit X: Some Facts about the Shaving Market

  

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