GILLETTE

Gillette

Gillette

Answer 1

Gillette manufactures and sells a variety of consumer products. Their five primary businesses are: Blades and Razors, which include male shaving systems sold under the Mach 3, Sensor Excel and TracII brands, and female shaving franchises sold under the Gillette for Women Venus, Sensor Excel for Women, Sensor for Women brands; Duracell, which include the Duracell Ultra and CopperTop alkaline batteries; Oral Care which include toothbrushes sold under the Braun and Oral-B brands; Braun, which includes electric shavers under the Braun brand; Personal Care, which includes shaving preparations and related items sold under the Gillette, Satin Care, Right Guard, Soft & Dri and Dry Idea brands.

Gillette once ruled the market of shaving razors unless the arrival of Wilkinson Sword and Bic in the market. Gillette's market position was subjected to threat when Wilkinson came up with the stainless steel coated blades that lasted to many more times the Gillette's blades used to. Gillette realized that the customers would surely go for a razor that provide them more shaves with a single blade resulting in the production of stainless steel coated razors. Similarly Bic introduced the disposable razors which were expensive to make and cheap to sale. Gillette resisted in producing the disposable razors due to costly production and low return. But following the market trend, Gillette realized that it needed to focus on customer-retention rather than profit maximization in order to rule the market, thus starting to produce disposable razors.

Answer 2

Gillette used to produce carbon steel blades in which it was maximizing the profits. Then came Wilkinson Sword with the stainless steel blades that was soft in nature and provided shaves more than one time with the single blade. Gillette was already familiar with the technology but it never brought it forward as if it would have started producing ...