Gillette's Challenges and Strategic Responses



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Code : COM0013

Year : 2004

Industry : Home Appliances and Personal Care Products

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available
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Abstract: Although Gillette, in its 102-year corporate history, had been a dominant player in the razor and blade market, competition loomed in the form of Schick's 'Quattro' in late 2003.

The Quattro, with its superior technology was a direct attack on the most successful razor line of Gillette – the Mach3. Though Gillette, with its research and development muscle, could quickly improvise Mach3, to a battery powered M3Power, much was still to be seen as to whether Gillette's move could help it to retain the coveted position in the razor and blade market.

Pedagogical Objectives:

  • To understand the strategic attack of Schick on Gillette and Gillette's counter defensive strategies.

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    Keywords : Gillette, Energizer Holdings Incorporated, Schick, M3Power, Quattro, Oral-B, Gillette Sensor, Competitive Strategies Case Study, Duracell, Refillable razor business, Gillette Mach3, Gillette Safety Razor Company, Gillette altra shaving system, Shaving products, Revlon, Progressive blade geometry

    Contents :
    » The Gillette Juggernaut
    » Gillette vs Schick
    » The Road Ahead


    Case Introduction >>


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