MBA 5501, Advanced Marketing

Colombia Southern University

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 next?
Gillette is one of the well-known razor brand targeted at men. The razor has received popularity and accepted by men who entrust their faces and skin to Gillette. The technological innovation and commitment for quality and continues improvement geared towards the unique needs of men, which helps them to feel and look their best after each use.
Gillette has been successful in convincing the world that more is better, in regards to the number of blades and other features of a razor. To be successful in the business, it is imperative that, a company understand the needs of its customers and ensure that those needs are met and available to customers. Gillette Company understands what men desire in their use of razors for their grooming and also understands and know how to market the Gillette brand to all men around the world. Also the technological innovations and breakthroughs has created the most quality and well soughed razors by men around the word. From the twin blade (Trac II), THE Ara , the introduction of the triple blade shaving system, and the six bladed fusion, Gillette has become the best grooming kits for men who seek fresh feeling, and has become a brand for billion(Kotler & Keller, 2012).
Gillette believes in quality and channels its resources into new invention for men. Gillette basically thinks of men and how to improve their grooming state, this has led Gillette to practice positive cannibalization , where it continue to improve and create better and more innovative razors from exciting razors. The company launched its five bladed fusion line in 2006 with a 40% price premium over the previous razor Mach3 which had