Schick - A Strong No.2?
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Code : COM0021
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Region : USA
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Schick & Gillette – Background Shaving, as a process, had been refined over the centuries. Early man used sharp flint for shaving. With the invention of metals, man started using iron and bronze. King Camp Gillette, an American, came up with the idea of 'use-once' (disposable) blade. With this came the concept of built-in obsolescence, in which, part of the product required frequent replacement. King C. Gillette, commercialized this concept by starting Gillette Company in 1903, with the assistance of his technical adviserWilliam Nickerson... The Battle with Gillette Shaving market constituted both dry shaving and wet shaving products. In wet shaving, there were disposable razors and the shaving systems. Disposable razors were cheap and were generally bought for travel purpose or by price-conscious people. In the shaving system, only part of the razor required to be replaced (the head which is called the cartridge). The dry shaving system comprised electric blade (battery-operated), which does not need water for the purpose of moisturizing and conditioning the skin. Out of the total wet shaving market, disposable razors accounted for 32% and the non-disposable, 68% (Men's non-disposable—56% and women's non-disposable—12%) of the market... Schick Under Energizer Under Energizer, Schick got the required marketing drive. Energizer was a dominant player in the batteries segment, with 33% share of the market. Energizer could effectively use the same distribution network for both the product lines (batteries and razors), reducing the distribution cost for both the product lines and at the same time taking the new products to the market faster... |
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