Gillette Inc.
Gillette has successfully convinced the world that 'more is better' in terms of number of blades and other razor features. Why has that worked in the past? What's next?
Gillette has, over time, sought to influence the life of men. It has presented itself not as a mere self-indulgent, but as a daily need, telling consumers that it has got their back and will get them whatever it is that they really desire. This has partly accounted for the company's continued success. However, three other factors have also had a hand in driving the company to success.
The first is the company's commitment to research and development, as well as product innovation. According to Michael Abbott, the marketing director at P&G, the company's ethos of supporting innovation is driven by an urge to develop products capable of meeting the ever-changing needs of men, and consequently transforming the life of the modern 21st century man (Socio, 2010). The company's innovation sphere is based on an element of understanding men, their skin, their shaving needs, and their shaving habits - an understanding brought about by intense and continued R&D geared at ensuring that products remain relevant to current users and appealing enough to newcomers (Socio, 2010). The force behind this has always been an attempt to meet the goal of delivering an ideal shave for customers - one that causes no skin irritation, but brings about optimal comfort and great closeness. In 1958, this meant developing the very first razor with an adjustable blade (whose adjustment properties increased the closeness of shave); the Trac 1 in 1971 (which reduced the number of strokes, thereby minimizing irritation); then the mighty Fusion (whose development, by the way, was based on the findings of an in-depth study of a sampled 10,000 men's shaving habits (Socio, 2010).
Then there is the tendency to take on the competition in a bid to prove value to customers. Gillette has not had the smoothest of rides. Its gradual addition-of-blades strategy has, for instance, often come under fire; with skeptics wondering whether having multiple blades makes the shaving experience any different....
His ideas are not important for their uniqueness (though they are singular), but because of the essential similarities between his conservative business utopia and other versions of collectivism" (Gilbert, p. 12). This biographer reports that King Camp Gillette was born in January 1855, the fifth of seven children, to George Wolcott Gillette and Fanny Camp Gillette, in Fond du Lac, Wisconsin; when King was four years old, the family
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Some customers are interested in the advertorials they find in their favorite magazine, some are attracted by the fact that celebrities promote the product in case, and other customers are attracted by sponsoring and organizing certain events they are interested in. There are several aspects that must be taken into consideration when analyzing the success of the media message in the case of Gillette ProFusion razor. For example, it is
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