Schick - A Strong No.2?

Code : COM0021

Year :
2004

Industry : Home Appliances and Personal Care Products

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: For a long time Gillette dominated the world's shaving razor market. But the introduction of Quattro, the first four-blade razor by Schick (of Energizer Holdings) is threatening to end Gillette's dominance in the premium end of the market.

Quattro started to eat into the market of Gillette's top selling product and major revenue generator, the Mach3. Schick is also giving a tough time to Gillette in relation to the women's razor market where its Intuition is competing for the market with Gillette's Venus.

Pedagogical Objectives:

  • To discuss whether Schick will be able to sustain the momentum in the long-term and emerge as the number one player in the premium end of the razor market.
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    Keywords : Razor war in the US, Schick vs Gillette, Marketing Strategies Case Study, Quattro vs Mach3, US shaving razor market, Intuition vs Venus, Wet shaving systems, Energiser Holdings

    Contents :
    Schick & Gillette Background
    The Battle with Gillette
    Schick Under Energizer


    Case Introduction >>


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