GILLETTE

Innovative Shaving System of Gillette

Table of Contents

INTRODUCTION1

Innovation and Shift1

Mission Statement2

Vision2

DISCUSSION2

Development of Technology2

Product Life Cycle of the Gillette Shaving Products3

Everett Rogers Diffusion of Innovations Theory4

Strategies for Different Phases of the Lifecycle at Gillette4

Problems with the "Product Life Cycle"5

Double Edge Safety Razors8

Strategies and Objective8

Intellectual Property Rights9

CONCLUSION11

REFERENCES13

Innovative Shaving System of Gillette

Introduction

The focus of the paper has been laid on the innovative shaving system of Gillette, and therefore, product life cycle of the product and strategies have been discussed. Moreover, the concept of intellectual property rights along with the strategies used in intellectual property and how they are managed by the company has also been discussed. The popularity of pre-and after-shave Gillette Company is recognized worldwide, primarily through innovative and cutting-edge solutions that are developed and implemented by engineers Gillette. As well as an equally important factor is the strong advertising support of Gillette products at all stages of the global system of promotion and distribution company. Global leadership and innovation company Gillette supported by systematic innovations that Gillette offers to the market of cosmetic products for shaving. The premiere series of Gillette Fusion was relatively recent.

Gillette Series includes disposable blades and tools, foam and shaving gels, shaving machines, cartridges for shaving, shaving lotions and other products designed for men, such as deodorants. Gillette Venus Series is made specifically for women, and generally contains about the same assortment.

Innovation and Shift

The history of this company is indicative, because it pioneered the removable razor blades, and has created industry of innovative shaving system. This is not counting the fact that King Camp Gillette, the world has shown such a business model as a "bait and hook." He sold razors for a lesser amount than the cost of their production, and has already earned in the sale of replacement blades. The Gillette Company was a multinational company based in Boston, Massachusetts. The company producing razors (brand name: Gillette), electrical (brand name: brown), dental care products (brand name: Oral-B) and batteries (trade name: Duracell, Daimon). In the area of ??Shaving the Company is world market leader. At Gillette, innovation is derived in the shaving products because the management is committed to building shareholder value through sustained profitable growth, and for this, customer satisfaction is ensured. The company also shifted their product line from tooth brushes to the shaving products and this is where they gained innovation (The Daily Telegraph 2009, pp. 1).

Mission Statement

The mission of the company is “to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition.”

Vision

The vision is supported by two fundamental principles that provide the foundation for all of our activities: Organizational Excellence and Core Values. The company aims to attain the vision and to enhance performance in every area on a continuous basis by fulfilling Quest for Excellence by hiring the best people and following the core values mentioned below

Achievement

Integrity

Collaboration

Discussion

Development of Technology

At Gillette, a very innovative technology was developed from razors with one blade to two blades and ...