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GILLETTE ANALYSIS

MARKETING STRATEGY PROJECT

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History of Gillette…….

The quest for a better way to remove facial hair or to shave has taken many twists and turns over the centuries. The years between 1800 and 1900 have been coined the “Golden Era” of the straight edge razor. Men went to barbers to have their mustaches and beards carefully trimmed. Interchangeable blade-razor sets and “seven-day” sets were popular in the 1800s.

But it wasn’t until 1901 that King C. Gillette fundamentally transformed shaving with the invention of the first safety razor, which was granted a patent on November 15th, 1904. With the advent of the safety razor, a man did not need to send his straight edge razor to the barber for sharpening. The idea of clamping a smaller version of a straight edge onto a handle was genius – the blade was easier to control, which resulted in fewer nicks and cuts, and was replaceable when it became dull.

Gillette's 1904 patents gave it the power to block entry into the installed base of handles that it would create. While other firms could and did enter the replaceable-blade market with their own handles and blades, no one could produce Gillette-style handles or blades during the life of the patents.

From 1904 through 1921, Gillette could have played razors-and-blades — low-price or free handles and expensive blades — but didn't. Instead, Gillette set a high price for its handle and fought to maintain those high prices during the life of the patents. The firm understood to have invented razors-and-blades as a business strategy did not play that strategy at the point that it was best situated to do so.

It was only in 1921, when the 1904 patents expired, that Gillette started to play something like razors-and-blades, though the actual facts are much more interesting. Before the expiration of the Gillette patents, the replaceable-blade market was segmented, with Gillette occupying the high end with razor sets listing at $5.00 and other brands such as Ever-Ready and Gem Junior occupying the low-end with sets listing at $1.00.

Given Gillette's high prices for its handle, it had cause to fear duplicative entries into the handles market when its patents expired, but it had a solution: in 1921, it dropped its old handle prices to match those of its replaceable-blade competitors. And Gillette simultaneously introduced a new patented razor handle sold at its traditional high price point. Gillette was now selling a product line, with the old-style Gillette priced to compete at the low-end and the new Gillette occupying the

high end. Gillette foreclosed low-end entry by doing it itself and also offered an upgrade path with the new handle.

In the past century, Gillette has been amongst the leaders in shaving innovations, delivering cutting edge science and technology to consumers. When King C. Gillette introduced his revolutionary safety razor, he founded a company on the time-honored credo, “There is a better way to shave and we will find it.”

Gillette remains true to this spirit even more than a century later and continues to deliver on that promise with ground-breaking razors featuring innovative blade technologies from the Gillette Trac II to Sensor, MACH3 and, of course, Fusion and Fusion ProGlide.

Today, Gillette has two dedicated R&D centers – in Boston, USA and Reading, UK – where most of its product R&D takes place. The two R&D centers are amongst 14 such P&G facilities where Gillette products are developed.

Its South Boston Manufacturing Center, known also as the Gillette World Shaving Headquarters, has been the technical center for developing and manufacturing the newest wet shaving technology platforms, using state of the art proprietary technology since 1903. The Reading Innovation Center in the UK has been a world class innovation powerhouse that creates ground-breaking experiences that have delighted consumers since 1959.

Unique and diverse professionals drive with passion and creativity, a culture of learning and technical excellence at Reading and Boston to lead scientific breakthroughs.

1901

King C. Gillette invents the safety razor with disposable blades.

1904

Gillette receives the first U.S. patent on the safety razor, sales soar to 90,000 razors and 12 million blades.

1932

Gillette introduces the Gillette Blue Blade.

1938

Gillette introduces the Gillette Thin Blade.

1946

Gillette introduces the first blade dispenser – the Gillette Blue Blade Dispenser – and eliminates the need to unwrap blades.

1957

Gillette introduces an adjustable razor with three settings – for light, medium and heavy beards.

1960

Gillette introduces the Super Blue Blade featuring a silicone coating

1963

Gillette introduces a coated stainless steel blade – Gillette Super Stainless.

1969

Gillette introduces platinum chromium coating of blades, designed to enhance corrosion resistance.

1971

Gillette introduces Trac II, the first twin-blade shaving system.

1976

Gillette introduces Good News!, the first twin blade disposable razor for men.

1977

Gillette introduces Atra, the first razor with a pivoting head.

1985

Gillette introduces the first razor with a lubricating strip – Atra Plus

1986

Gillette introduces the first disposable razor with a lubricating strip – Good News! Plus.

1989

Gillette introduces Sensor, the first razor with spring-mounted twin blades.

1992

Gillette launches Gillette Series line of shaving products with its signature Cool Wave fragrance

1994

Gillette introduces SensorExcel featuring five flexible microfins for a closer shave.

1998

Gillette’s MACH3® shaving system, the first triple-blade shaving system, "breaks the performance barrier."

2001

Gillette introduces MACH3Turbo® featuring new blade edge technology that delivers the closest and most comfortable shave with less irritation, even when shaving against the grain.

2003

Gillette introduces the premium triple-bladed Sensor3 disposable razor to the Sensor family of razors.

2004

Gillette introduces the Sensor3 refillable triple-bladed shaving system to the Sensor family of razors.

2004

Gillette introduces M3Power® – the first micro-powered wet shaving system for men – making it easier to shave more thoroughly with one easy power stroke.

2005

Gillette launches the Gillette Fusion® shaving system with manual and power razors and a complete line of pre- and post-shaving products. Gillette Fusion razors are the first to feature innovative technologies both on the front and back of the blade cartridge, with a five-blade Shaving Surface™ on the front of the cartridge and a Precision Trimmer on the back.

2005

Gillette introduces MACH3 Comfort Gel, a shave gel with Anti-Friction properties to provide the best glide available.

2005

Gillette expands the M3Power line with the introduction of the sleek black and green M3Power Nitro, inspired by high-performance vehicles.

2007

Gillette announces that Tiger Woods, Roger Federer, and Thierry Henry will take on a role as brand ambassadors: the Gillette Champions.

2008

Gillette announces Gillette Champions ambassador—baseball icon, Derek Jeter.

2010

Gillette introduces Gillette Fusion® ProGlide™ and Gillette Fusion® ProGlide™ Power shaving systems. The breakthrough shaving technology of Gillette Fusion ProGlide includes blades with 15% thinner, finer blade edges that effortlessly glide through hair and over skin for incredible comfort.

Has Gillette been a victim of its own success?????

By 1990, Gillette found itself in the interesting position of cannibalizing its own successful products with the launch of the Sensor razor. The Sensor soared in sales globally and quickly dominated the market, only to be succeeded by the Sensor Excelin 1993. This was not the first competing product produced by Gillette; however, it represented the first product that was able to effectively shift consumer demand and sales away from the Atra and Trac II—Gillette’s leading products. A similar effect occurred in the women’s razor market with the development of the Sensor for Women in 1992 and the Sensor Excel for Women in 1996. As to be expected, the continued success of the Sensor family of shaving systems led to the gradual decline of the Atra and Trac II twin-blade shaving systems. However, despite this decline, the Atra and Trac II razors continued to hold decent market share positions worldwide.

Gillette’s internal competition heated up with the introduction of the Mach3 razor in 1998. Touting three thin blades designed to provide a closer shave with fewer strokes and less irritation, the Mach3 became Gillette’s most successful new product ever as sales rose to $1 billion in the first 18 months. Recognized for its innovative design (blades on tiny springs), the Mach3 was named winner of the American Marketing Association’s Grand Edison Award for the best new product of 1998.

Similar to the marketing strategy employed for the Sensor and Sensor Excel products, Gillette sequentially produced the Mach3 Turbo for men and the Venus system for women in an attempt to further expand the reach of Mach3 technology and market share.

To fight back, Gillette aggressively established a twofold plan of attack for

recapturing market share. This strategy included converting consumers to higher priced razors and blades, such as the Sensor, Sensor Excel, and Mach3 lines, from the

single- and twin-blade razors, and geographically expanding into the areas of Romaniaand the former Yugoslavia, the Soviet Union, and the Czech Republic. At the forefront of Gillette’s strategy sat its secret weapon: the Fusion—the world’s first 5 (+1) blade razor, introduced in 2006. Using a unique five-blade design with a single blade on the back of the cartridge for use in trimming mustaches and sideburns, the Fusion exploded off the shelves and sold more than 4 billion razors within the first two months. Furthermore, the Fusion razor represented the first product introduction since Proctor & Gamble finalized its purchase of The Gillette Company and its subsidiaries, including Braun, Duracell, and Oral-B. Although the Fusion represented a victory for Gillette and P&G, the hype surrounding its initial success was quickly fleeting. Other than being more expensive than the Mach3 (each cartridge costing 75 cents to $1 more than the Mach3 cartridge), critics questioned why five blades were needed to get the best shave when Gillette had

touted its three-bladed Mach3 as ‘‘the best a man can get’’ since the late 1990s. In addition, Consumer Reports concluded that there were no additional performance benefits provided by the five-bladed Fusion, especially when compared to the Mach3. However, what was the most concerning for Gillette was the fact that sales reports indicated that the razors were outselling the cartridge refills. This translated to a consumer perception akin to a ‘‘novelty’’ product with a lack of staying power and product loyalty. Further, from a financial standpoint, Gillette feared not reaching the sales potential for the product combination, because it is well-known that razor manufacturers earn most of their profits from refills, not the initial razor purchase. Despite these concerns, the Fusion line continues to be a successful revenue generator for Gillette and its top-selling razor to date.

Wet Shaving market

Introduction

It’s estimated that during a lifetime we spend over 35 days shaving, so it’s fair to

say that for most guys a large part of a grooming routine will centre around this

most manly of morning rituals. Nothing starts the day quite like a close

shave and that fresh faced feeling, but there’s still some debate as to the best way

to achieve the perfect finish and the right tools for the job.

Some prefer a manual approach with warm water, a razor and a shaving product,

others choose to let an electric razor go to work on that pesky stubble. But which is

the best? I put both methods under the microscope to see if I could find the answer.

Wet Shaving

The method that combines traditional practices with modern formulations in order

to get closer to your skin and deliver a smooth result.

The Pros

A ‘closer’ shave

The main argument you will hear in favour of the more traditional wet shave

method is that it gives a closer shave. While electric technology has drastically

improved over the last few years, I’d say that wet shaving still offers a smoother

post shave feel. The reason? It’s all in the tools. With many brands now adopting 5

individual blades on their razors, you have the ability to shave closer than ever, for

a smoother shave than ever before. Despite that sounding like advertising jargon,

it’s true!

Barber shop luxury

Filling your sink with piping hot water, lathering shave cream over your face and

going to work with your specially crafted razor – there can be a real luxury feel

associated with a wet shave. And you don’t necessarily have to go to a barber

shop, or spend a fortune to get it. With the amount of luxury products available

online nowadays for less £20 you can get the tools you need to achieve the perfect

wet shave from the comfort of your own bathroom.

Exfoliation a woman can only dream of

The fresh-faced feeling you get after shaving isn’t simply your imagination, when

you shave the razor doesn’t just remove the stubble from your cheeks, it

also removes the top layer of skin to provide exfoliation that’s just as effective

as many scrubs on the market. Opt for a manual wet shave over an electric and

your skin will thank you for it.

Cons

Replacement blade expense

While a £10 razor and four blades may seem a better deal than a £200 electric

shaver, the long term costs can begin to mount up. Razor manufacturers get you

hooked in with a promo pack, but then it can cost upwards of £15 for 8

replacement blades. The likes of King of Shaves are doing their best to try and

replacement blade prices down, but if you’re a fan of Gillette or Wilkinson Sword

(the two main high street names) then you’ll be looking at a continuous investment

to maintain performance.

Nicks & Cuts

Taking 5 razor sharp blades to your skin before you’ve woken up properly is risky

business, and there aren’t many guys who haven’t nicked their chin or cut their

neck at one time or another. An unfortunate downside to wet shaving – even if you

take the utmost care – is that you’ll more than likely take a nice chunk out of your

face once in a while, especially if you’re a shaving novice.

Razor Burn & Irritation

Shaving in any format can cause skin irritation, and it tends to be wet shaving

that gives guys the most grief. Whether it’s shaving cream ingredients, poor

technique, a blunt razor or a combination of the above, you have to be wary if you

have sensitive skin. There definitely ways you can avoid dreaded razor burn – like

sensitive skin products and routine changes – but approach with caution if you

have previous with irritation.

Current market for wet shaving…

The market globally men’s grooming (shaving, skincare and fragrance) has grown by 32% in the last five years to become a billion pound industry. According to the latest figures from IRI Info scan, in the UK alone the men’s shaving ‘software’ (shaving gels and oils) market is worth c£60m, the male skincare market is worth c£45m and the men’s ‘hardware’ (razors and blades) market is worth £315m (up 4.4% by value from the previous year). The total UK market is worth c£420m. According to GIA (Global Industry Analysts), the global shaving products market is forecast to maintain a CAGR (compound annual growth rate) of over 5.8% during the 2001-2010 periods and reach in excess of £12 billion by 2010. Razor blades (refills) dominate the global market for shaving products, with a share estimated at 41.26% in 2007, in addition to being the fastest growing segment with a projected CAGR of 8.2% during 2001-2010.

One of the key trends emerging in the Global Wet Shave market is the availability and demand for battery-operated razors. Battery-operated razors offer the dual advantage of a shaving and grooming device. It has a disposable blade and a battery-operated trimmer, which can be used to trim the beard. This razor can be used both for clean shaving and styling purposes. The introductions of hybrid razors with dual advantages are expected to have a positive impact on the market, thereby contributing to the market growth during the forecast period.”

According to the report, one of the main drivers in this market is the smooth and closer shave achieved by wet shaving. With the introduction of multi-blade razors with lubricant stripes for a smoother shaving experience, the market is witnessing a huge demand for the latest cartridges and disposable razors.

One of the main challenges in this market is the high replacement cost of razor cartridges. With the evolving technology and the need for better grooming products, razor manufacturers are launching razors with more number of blades and lubricant stripes for smooth shaving, thereby increasing the cost of the product.

Product innovation in the wet shaving market:

Product innovation in the wet-shaving market has come to an end. The five blade Fusion did nothing significantly different from their own Mach3 and Schick's Quattro. It also says something when introducing each new product, sales of the initial razor were higher than refill cartridges. People are eager to try to the new product, but may be they aren't pleased enough to buy refills, they like their old product better, or they felt they were too expensive to continue to use them.

As a consequence, their focus has been on enhancing current products, developing complementary products, and strengthening the brand as a whole using its successful marketing strategy.

Gillette’s efforts to sustain its market dominance

What do customers want?

Looking attractive and gorgeous is the dream of each and every human being, and now in the 21st century it’s most important to appear best and unique. Not only women are there in the race of looking attractive and beautiful, but now a days man are also taking keen interest in their beauty and other external appearance. Men are also equally or more conscious about their look and this can be proved, as more and more male grooming products are daily poured into the market. Skin care products related to men are proving to be more dynamic and are growing with the rate of double in each and every part of the world. Now, understanding the rising requirement of man grooming products in the world, every big brand name are busy in designing and launching the newest and effective men skin care and other grooming products. When it comes to the matter of grooming and beauty products, the line between men and women is diminishing because there has been a surprising 800 percent growth in the past 7 years. Now days, men grooming products such as facial softeners, moisturizers, beard trimmer, special scented soaps, exfoliating scrubs, male concealer and several other products are flying off the men’s shelves. Men grooming products are a million dollar business, and they not only include aftershaves and shaving razor, but many things beyond this. There are thousands of brand names offering men beauty products, but very few understand the requirement of men.

Rather than continue the razor wars by producing a six- or seven-blade razor, Gillette focused on releasing complementary products, enhancing its existing product lines and expanding its intensely successful marketing strategy. To complement its already successful razor and blades division, Gillette sought to expand its product portfolio inside the shower doors to create the full ‘‘shower experience.’’ For example, the launch of Gillette Hair Care and Body Wash for men, as well as its Clinical Strength deodorant, represented the most significant Gillette brand extensions outside of the razor and blades division, and aimed to reinforce the brand’s standing as the world’s leading male-grooming authority. ‘‘We’ve earned the trust of the more than 600 million men who start their day with

a Gillette razor,’’ said Chip Bergh, group president, Global Personal Care, Procter & Gamble. ‘‘By offering superior deodorant, body washes, and shampoos, we are able to reward that trust by giving guys what they want and need in other areas of their grooming routines.’’ Because Gillette is in the maturity stage of its product life cycle, focusing on these complementary products allows the company to increase its share of customer. Defined, share of customer refers to the percentage of each customer’s needs in a particular area met by the firm and is exploited when a company with brand loyalty effectively capitalizes on that preference to market other products. Gillette’s ability to increase its share of customer is greatly enhanced due to the resources available at Proctor & Gamble.

Gillette is well-known brand in the male grooming products, as Gillette products are the powerful agent in attracting your love towards you. Gillette deals in the manufacturing and selling of various male grooming products such as Body Spray, Deodorant Stick, Revitalizing Shower Gel and many other exclusive ranges of products for the day to day life. Gillette has engaged itself in the production of the fragrance and other beauty products that entirely suits the man requirement. A woman always wishes to have his man having pleasing body scent and looking best and appealing compared to other and Gillette aids man in fulfilling the desire of his woman. Foul-smelling body odor performs as a repellant and it will definitely make people around you to sneer their noses, where as a pleasant body odor is a feature which helps you become popular among your surrounding society. Gillette antiperspirant and deodorant are the most popular and most effective products that are helping entire male community to fight and resist against bad odor and helps you avoid shy situation due to stinking odor. Gillette Products are famous all around the world are becoming more and more acceptable products among the male grooming products. JustOTC Online Store provides you the best and selected Gillette products to make your life fresh and full of fragrance. Gillette

Deodorants are well established in the field of removing odor and is devoted to eliminate the stinking odor from men’s body. Gillette Deodorants for men have several tempting features. There are several flavors available for the entire customer depending upon their choice and flavor, which gives them gentle fragrance and day long refreshment.

It should also try to enter developing countries which are very highly influenced by Western lifestyle as the new market for Gillette lies therein. The company needs to also strengthen its marketing campaign as it can use Sports marketing which has been a successful idea in the US market to grab the attention of the customers. Thus by developing new complementary products, Gillette can continue with its market dominance.

SCHIK’S PRODUCT LINE

1. Schik hydro Schik hydro 5 razor Schik hydro power select razor Schik hydro disposable Schik hydro 3 razor Schik hydro shaving gel (sensitive) Schik hydro shaving gel (moisturizing) Schik hydro shaving gel (skin protect)

2. Schik hydro silk Schik hydro silk razors Schik hydro silk disposables

3. Schik intuition Schik intuition tropical splash Schik intuition natural sensitive care Schik intuition renewing moisture pomegranate scent Schik intuition pure nourishment

4. Schik quattro for women Razors Trim style razors Ultra smooth High performance disposable multi flavour razors

5. Schik quattro Titanium trimmer Titanium razor Midnight High performance disposable razors

ARTICLE

Schick cuts into Gillette’s market share

Gillette has maintained a majority of the market share. Schick came along and took away some of their market share with the introduction of the Quattro, but that has been the extent of the "battle".

This one-upmanship did benefit Gillette. It propelled Gillette to take a good look at it's strategy. They focused on converting consumers to higher priced razors and expand into new world markets.

However, "the battle" wasn't as good for Schick and often isn't for other companies embroiled in this type of war. When a business moves their focus from what the consumers need and desire, to only what your competitor is doing, you can lose the opportunity to expand the reach of your market share.

Energizer Holdings Inc. CEO Ward Klein made a $150 million gamble two years ago when he introduced the Schick Hydro, an innovative razor launched after years of work by teams led by engineer and program director Denis Peterlin and Dave VerNooy, the head of research and development.

Now, the investment is gaining traction, with Energizer nicking leader Procter & Gamble by cutting into its share of the $820 million replacement-blades market.P&G’s Gillette, which came out with the Fusion ProGlide around the same time as the Schick Hydro, saw its hold on the market slip this year below the 80 percent mark for the first time since 2004, according to Symphony IRI data from Deutsche Bank. In the last four weeks, Gillette’s market share dropped to 79.4 percent, after falling to 80.8 percent in 2011 from 83 percent in 2010.Meanwhile, Schick’s market share has been creeping up, with 17.9 percent of the market in the last four weeks, up from 16.6 percent in 2011 and 14.2 percent in 2010.“They hit a home run with it,” Lauren DeSanto, a Morningstar analyst, said of the Schick Hydro. “Head to head, Schick was a more compelling offer.”“Look, Gillette is still going to dominate, but for the size of Energizer, it’s a huge move for them,” said Sanford C. Bernstein analyst Ali Dibaj.Patrick Kane, a senior brand manager for Schick Hydro, said Hydro’s success grew out of the product design and marketing efforts. Peterlin, now director of global quality and engineering in the company’s Milford, Conn., office, spent years coordinating efforts between research and development teams and the marketing department. Overall, Town and Country-based Energizer spent $150 million in research and development over five years to produce the innovations incorporated into Hydro.The Hydro features cartridges with a “hydrating gel reservoir” that dispenses aloe vera and vitamin E, along with blades with skin guards that reduce irritation. In addition, Schick has marketed the razor with the competitive claim, “Schick Hydro 5 is preferred over Fusion ProGlide at a better price.”Kane said the market share shift is a boon for Schick in a “hypercompetitive” market. Hydro’s repeat rates, or the number of repeat customers, are higher than rates for Schick’s Quattro line, introduced in 2003. Customers “are getting a lot from (Hydro). The value equation in their head is making sense,” Kane said.As a company, Energizer has been investing in its razor and blade business in recent years as it grapples with slumping battery sales. In January, Energizer expanded on the Schick Hydro family of products by introducing the Schick Hydro Silk for women and the Schick Hydro 5 Power Select, with customizable vibration settings. “We have a good platform from which we can jump,” Kane said.For its part, P&G attributes the decline in market share to shifts that typically coincide with new product launches. “A lot of that is attributed to high levels of promotional activity,” said Damon Jones, a P&G spokesman. “Those short-term things do have an impact on market share,” he said. “We usually have seen them even out.”

Despite Gillette’s dip below the 80 percent threshold, Jones said the numbers have remained relatively consistent over time.Meanwhile, both P&G and Energizer are facing competition from new-kid-on-the-block Dollar Shave Club, which sells twin-blade razors for $1 a month.Led by CEO Michael Dubin, Dollar Shave Club has $1.1 million in venture capital backing and launched last month with a video ad on March 6 that quickly went viral, drawing more than 4 million viewers in its first month. “People for the longest time have been fed up with the price of brand-name razors and the inconvenience of going to the store for replacement blades,” Dubin said.While Dollar Shave Club represents a small piece of the market, it generated buzz on Wall Street. “There’s clearly almost a backlash among shavers, among razor users, about the price of a man’s razor,” Dibadj told The Wall Street Journal earlier this month.Kane, the Schick brand manager, said Dollar Shave Club represents an opening for Schick.“When we look at that message, to some degree, it’s a little bit of validation,” he said.Morningstar’s DeSanto said competition from companies like Dollar Shave Club are a “long way from being a real threat” to both P&G and Energizer. But Energizer is poised to respond to customer frustration over pricing. Overall, Energizer’s razor and blade business sells at a lower price point than P&G’s. Energizer is “much more focused on making sure they have a really broad product offering in the space,” she said.In February, Energizer reported a profit of $143.8 million for its fiscal first quarter ended Dec. 31, up 30.3 percent from $110.4 million during the same period a year earlier. Sales for the first quarter were $1.19 billion, up 1.8 percent from the same quarter the previous year. “We see continued momentum behind Schick Hydro following the recent global launch,” Klein said in a statement at the time.Energizer reported a profit of $261.2 million in 2011, down from $403 million in 2010. Sales for fiscal 2011 rose to $4.6 billion, from $4.2 billion in 2010.