Product marketing - the wet shave Market

Introduction & Background

As the marketing manager for Wilkinson Sword I wealthy person been asked to prepare a report to explain the reasons why Gillette invests severely in new crossing development and promotion. I bequeath look at Gillettes product and branding strategies and consider how these push other elements of the marketing mix

Gillette have launched their new product, its a partly new product called the Mach 3, it has had minor changes from their existing product the detector Excel, and they have invested heavily in the development and launch. Although this is very incisively a product improvement on their old razor through with(predicate) around-the-clock development, Gillette has also incorporated room for product additions. This could be seen as repositioning their old product. Gillette give continuous innovation to their products, whether its a new product line or a new product all together.

Why launch a new product? I hear you say, consumer needs havent really changed, and nothing has created new consumer needs, Gillette must have accessed competitor natural process and realised a decline in the market of there existing products. There existing razor had gone through the product life cycle, it had been introduced, experienced growth, reached maturity and then entered a decline.

Method & Findings

Gillette however, has identified the potential of the new product.



They have analysed the rivalry and technology, and taken into account the consumer problems, behaviour and trends. Gillette defined objectives, assessed their strategic options, analysed a target market also analysing competitor targets, then and and then developed a core strategy.

After Gillette had exhausted and considered its market interrogation and identified the market segment, it intends to target the need to offer a total package to meet the customers needs and wants. Four lynchpin areas are initially blended to produce the required result in the target...

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