Gillette : Managing Product Innovation

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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.

Case Details:


Case Code : MKTA015 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


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


Gillette is a company that believes strongly in continuous product innovation. True to its corporate mantra of 'Innovation is Gillette', the company has introduced some of the most successful and widely acclaimed products in the consumer products industry.

Its product line, particularly in the razor segment, is legendary with such brands as Sensor, SensorExcel, Mach3 and Gillette for Women Venus.

This case gives a detailed account of the evolution of Gillette's product line. The case can be used as part of a course in product development.


  Page No.
Introduction 1
Background Note 3
Innovation at Gillette 7
The Future Agenda 14
Exhibits 2


Innovation, Marketing strategy, Braun products at Gillette, Deodorants, Advertising strategy, Razors, Duracell, Gillette, Shaving, Fast moving consumer goods, MBA case study, Management, Mach 3, Gillette SensorExcel, Gillette for Woman Venus

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