Around the world, it's the mantra that's filled classrooms and boardrooms for nearly a century: “we're pursuing a 'razor-and-blades' marketing strategy” heads nod knowingly, and pricing king gillette's marketing breakthrough rightly takes its place as one of the classic b-school case studies for example. A man drags a razor over his face 17 million times, give or take that's 170 strokes a shave, 10,000 shaves in a lifetime shaving is a habit, a ritual, an obligation that unites elites and the masses and for more than a century after patenting the first disposable shaving device, gillette has been the. This resulted in the 'wafer thin' metal needed to create the razor, something that had previously been dubbed a 'technical impossibility' by thomas edison the pace of innovation increased from 1971 onwards and gillette saw a series of world firsts, including the release of gii, the first twin bladed razor in 1971 this was. The razor gained popularity during world war i when the us military started issuing gillette shaving kits to its servicemen: in 1918, the gillette safety razor company sold 35 million razors and 32 million blades after the first world war, the company changed the pricing of its razor from a premium $5 to a more affordable. When gillette released its highest-priced razor system yet, the fusion proglide, two months after the hydro hit the stores, it was an unparalleled success within ten weeks of its launch, the company had sold 25 million fusion proglide razors, making it the world's best-selling razor the hydro had sold. Professor frank c schultz and michael t mccune prepared this case solely to provide material for class discussion the authors the opportunity to take two global franchises like gillette razors and duracell batteries long been involved in the development of battery technology — including the initial development and. Strategy & marketing management “ gillette is the global leader in male toiletries products” data monitor research, oct 1999 19 th december 2001 course tutor. Gillette, owned by consumer products giant procter & gamble co, controls 66% of the $128 billion global market for men's razors and blades, according to euromonitor international energizer meanwhile, gillette's own studies have shown men going to great lengths to keep down the cost of shaving.
This case study looks at how gillette innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits. Each of its six blades are spot-welded 13 times – that's 78 welds per cartridge ( gillette does more welding than many car manufacturers) those six blades are now so thin – far thinner than, say, a surgeon's scalpel – that scientists have to examine them using atomic microscopes, the same ones nasa uses.
President number 28, woodrow wilson—who held office during world war i— began a line of clean-shaven chief executives that continues to this day the first great war, in fact, acts as a dividing line between shaving trends, and marks the beginning of gillette's ascendance via a confluence of technology. Developing new products a gillette case study in a short space of time, gillette converted his idea into a highly successful, marketable product speed to market has from this, gillette has calculated that the world market for blades, razors, shaving creams and gels in 2002 was in excess of £5 billion a year gillette's. Massachusetts institute of technology june 2005 in the future for each case study the analyses will involve the identification of: o the business strategies in place o the distinctive operating model used gillette's idea of disposable razors in 1895, gillette has grown to become the world leader in.
The technology enabled gillette to get the product on store shelves 11 days faster than its normal turn-around time for product launches, which translates into 11 days of sales in 400 stores that the retailers and gillette might have otherwise missed the five-blade razor is gillette's answer to its competitor. Harry's commands a nine percent slice of all online razor sales, and is the third- largest shaving brand in the us, behind behemoths dollar shave club and gillette collectively these two brands comprise three-quarters of all sales last year still, given harry's high growth rate, it's already made a successful sortie on gillette,.
This study challenges the all-encompassing claim that global marketing in- cursive space of what is local, the advertisement also includes the other (what both advertise- ments share the same communication objective of introducing gillette's sensorexcel shaver in addition to the ads sharing the same objective, the. Both offer essentially the same product—relatively cheap, utilitarian shavers and relatively expensive replacement cartridges (up to $4 each) they imbue the products with space-age technology and sex them up with slick marketing gillette's ad campaign features the now-inevitable kate upton then they.
How two brothers in florida invented a razor and tried to take shelf space from gillette and schick. Just over five years ago, p&g shocked the business world with a $57 billion acquisition of gillette co, reshaping itself and its industry business school case studies as p&g reaped the benefits of reverse synergies from gillette managers and practices and gillette tapped p&g's beauty-care expertise. Case 1 1 the gillette company (a) 551 instruments, a staff of 200 explores the fringes of metallurgical technology and biochemical research they subject the processes of beard growth and shaving to the most rigorous scrutiny every day, some 10,000 men carefully record the results of their shaves for gillette on data.
Schick is making a play at recapturing lost market share by making razors that fit on gillette heads. Since launching in 2011, the venice, california–based startup has grown to 32 million subscribers — earning $152 million in revenue last year and becoming a case study in how a disruptive innovator can break into a highly profitable and overserved industry the global razor business has long been. “it spoke to a psychographic that wants to take life lightly,” says olivier toubia, a columbia business school professor who teaches the video as a case study “ sometimes customers just want something simple” this was an audience that the likes of gillette had overlooked, with its self-serious, high-tech. The mach 3 shaving system, a blend of leading-edge technology and relentless consumer testing, took seven years and $750 million to develop the first gillette has poured another $300 million into marketing the new product -making mach 3 the world's only billion-dollar razor -and the results are already off the chart.
The shaving giants are in a lather about the patents on their multi-blade technology and will cross swords in court robert watts reports for years the world's razor industry has been as dull as the task of shaving itself not any longer: a cut-throat battle is under way gillette, the american goliath of the. The gillette technology centre, however, is tucked away on an industrial estate between the a33 and the old basingstoke road in reading, berkshire it's an overcast morning in late summer when i pull into the visitors' car park, opposite the dozen or so spaces reserved for shave test panellists, for a tour.