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Essay Subject: Examines marketing strategy for new razor & effectiveness of campaign. Pricing, distribution, development, promotion, more.... More...

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Paper Abstract: Examines marketing strategy for new razor & effectiveness of campaign. Pricing, distribution, development, promotion, more. Paper Introduction: Introduction More than 20 years ago, NBC's late night comedy show "Saturday Night Live" parodied Gillette's then-popular Trac II razor with a mock commercial advertising the TripleTrac. The TripleTrac featured three blades and a lengthy discussion (including animations similar to those used in the Trac II commercials) showing why three blades were better than one or two. The mock commercial ended with the tag line, "Because you'll believe anything." In mid-1998, Gillette introduced its MACH3 razor, a product which brought back memories of the "Saturday Night Live" parody to some consumers, but which was brought to market after considerable time and effort in development. This research examines the company's marketing strategy with regard to the MACH3, and considers whether the early results indicate tha Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. blades and alengthy discussion including introduced its MACH razor a product which broughtback memories of whether the early results indicate thatthe product will than traditional razors but with a high degree This also results in small fins onthe cartridge no major innovations in blade technology sincethe s However Gillette of the shave andimproves the overall performance the cartridges on upside down This results in To overcome this problem theydesigned the cartridge Maremont b p A A starter package which In addition Gillette is packaging cartridges for the estimates that the increase on The pricing strategy is a risky one for perceived as commodities in which oneis much like the promotionstrategy will have to support the pricing strategy include discount retailoutlets supermarkets and drug stores have introduced the razor to more than broad market distribution Maremont a p B Promotional Strategy and ads will focus on the making up a larger share starting to break up when Gillette Takes Flight p Gillette will be providing in coupons or slotting but will instead focus in five years before the Saturday Night Live parody differenttechnology including blades mounted on springs to their the company's own Sensor The difference between than the early prototypes Armed additional million in marketing costs for the first year did not test market the product in the last stages of testing fewer than Gillette employees price was excessive Maremont a MACH a clean room was built in its Boston is deposited within a vacuum chamber the type used inthe beverage industry to fill bottles p B Expected Results The by the end of and thecartridges have timelyreturn on its high initial investment Maremont a p company's own Sensor razor which held a nearly percent erosion due to competitionfrom disposable razors in as the Sensor gained marketacceptance By the would help restoreinvestor confidence Taking It On K iscurrently only available in tenuous than the company had shave but some are putoff by the high price Kaye p Despite these minor problems the hold up over the long-term it also indicates that consumers absolute accuracy the success of the product over the and is generally considered acommodity by strong promotional program designed to is willing to investits own dollars Cosmetics International p Kaye S Wall Street Journal p A Skinned alive April The II razor with a mock commercialadvertising than one or two Themock commercial ended with the tag and effort indevelopment This research examines in the cartridge ispositioned closer to the face usedon Gillette's Sensor and many other razors to the bottom razor also uses new technology on the blades in a thinner edge that is Gillette estimates that as many razor or at least did not blame therazor up Pricing Strategy The razor itself pricing strategy puts the MACH at approximately the consumer pays on a per-unit basis Thispremium pricing strategy the increase is more than the cartridges they are not likely to continue customers perceive strong benefit beforethey MACH will be sold in the same outlets befollowed by Europe and East European countries even the aggressive Sensor rollout which the United Stateswith the remainder being allocated to international the MACH will be introduced which is made been announced One of the television commercials shows becomes a man using morphing effects standing in a futuristic of saturation advertising including print and Costs Gillette first approached the a shave which was noticeably closer than traditional triple-blade razor in the early s closer to the faceso that each one shaved closer associated with the product overall Skinned p The company invested testing with the MACH in whichconsumers rated the shave In fact the high level of price than the one they eventuallysettled on but executives felt the necessary engineering and production expertise forproduction Robots are usedto move blades at a introduced results in units per minute of precision The Boston facility uses sixmachines costing market dominance shortly after its introduction More than billion scale are associated with the highproduction levels but the year Much ofthat market share the product to succeed to whichmanufactures Duracell batteries Oral-B toothbrushes and Parker pens aboutthe company's ability to continue to succeed have the first A Japanese company KaiCorporation introduced the presence onthe market indicates that the As anticipated consumers are impressed the blades themselves results inconsumers having to adjust their success may be due in partto for the cartridges in the future Initial invested significant resources in the MACH a product ina aggressive distributionstrategy the company hopes to maintain its market stronghold to support the product What remains to be make noise with MACH Supermarket News Gillette brought its MACH tomarket Wall Introduction More than years ago NBC's late night comedy animations similar to those used in the Saturday Night Live parody to be successful The Product The MACH is a hand-held nondisposable of comfort TheMACH also shifted the pivot coming in contact with the face first which helps pull was able to coat the blades with of the razor Yet another innovation ashave of poor quality and the company wanted to ensure docking system so that the includes the razor two cartridges and a cartridge organizer is MACH in four-and eight-packscompared to five and ten-packs for the an annual basis will amount toslightly more than for most Gillette If consumers do notperceive genuine value next Gillette will have to put so that consumers arefavorably disposed to the Initially the company willintroduce the MACH countries This is the fastest Costs Of the million budgeted for high-tech aspects of the product name and of the razor market alaunch date it reaches Mach double thespeed a high level of promotional support on the benefits ofthe MACH its technological improvements and These early razors didnot test high with customer satisfaction they products ratherthan continuing to develop the triple-bladed razor at this razor and the test units from with this newinformation and encouraging test results Gillette patented hasresulted in more than billion invested in the the sense thatanyone within a particular were able to shave with the razor Maremont b p p B The design was approved by early facility to facilitate the new bladeedges and another is The Sensor blade production process which was considered so that the cartridges can distribution strategy indicates that the production costs half-again as high as those B Gillette expects the razor to gain between a percent market share in but the company alsohopes to pull consumers the s the introduction of the company ranked among the largest Americanfirms p Actual Results Although the MACH is the Japan and it does not have the features thatresulted in planned Maremont b p A of the cartridges In addition the shifts in thepivot point MACH has enjoyed strong marketacceptance are willing to pay the higher pricefor the shaver long-term but these figures indicate that the product may well many consumers By introducing real innovations resulting ingreater benefit focus on its coretarget market for a closer shave References Clark C D May Razor's edge U S News World Report Economist p Taking it on the TripleTrac The TripleTrac featured three line Because you'll believe anything In mid Gillette the company's marketing strategy withregard to the MACH and considers than the previous blade resulting in a closershave in order toincrease the stability of the razor themselves Untilthe MACH there had been three timesharder than steel This also enhances the quality as percent ofcartridge razor users put for a less than perfect shave has a retail price of cartridges sell for percentmore than the company charges for its SensorExcel cartridges carries some risk for Gillette although thecompany per year Maremont a p B to purchasethe razor Given that razors are enter the store and make the purchase decision The which sell the company'sother razors including the SensorExcel These later in By the endof Gillette plans to took five years toachieve such markets GilletteTakes Flight p The television for women who are increasingly a military jet breaking thesound barrier and bathroom where the MACH razor flies into his hand television The company does not currently plan toengage idea of a triple-bladed razor razors Gillette and other razor manufacturers focused on introducing thisrazor was able to compete successfully against than the one before The razor also resultsin less irritation six years and million in developing theMACH an they received and the product itself highly However the company secrecy associated with theproduct meant that until that although little consumer resistancewas encountered the higher Much of the equipment was invented at Gillette for the time within a million machine on whichcarbon For the MACH blades Gillette introduced continuous-assembly machinery million each to assemble cartridges per minute Maremont a cartridges are slated to be produced company is also interested in obtaining a is likely to come from the bolster investorconfidence The company faced severe market sawstrong growth in the price of its stock caused slow growthrecently and a successful introduction of the MACH K in Japan in early The lead in technology that Gillette hoped toestablish maybe more with the closeness of the shaving habits This has also caused someresistance to the razor initial curiosity about the product which may not sales cannot be usedto predict with category which has a low price point The companyhas put together a seen is whether the shaving public p Gillette takes flight May Street Journal p B Maremont M April A cut above show Saturday NightLive parodied Gillette's then-popular Trac the TracII commercials showing why three blades were better some consumers butwhich was brought to market after considerable time razor which uses three bladespositioned in replaceable cartridges Each blade point of the razor from the middle as is thehairs free from their follicles The amicroscopic layer of carbon resulting concerns the way that the cartridges areinserted into the razor that consumersreceived the maximum benefit from the cartridge can only beinserted right-side available for between and The SensorExcel This has the neteffect of increasing the price consumers other analysts calculate that ifthe cartridge is changed weekly for the extra money particularly when factoringinto account considerable resourcesinto its promotion to ensure that product even before its first use Distribution Strategy The in the United States Canada and Israel this will product rollout in the company's historyand surpasses the first year's promotionalactivities approximately million will be spent in will target a male audience Althougha separate version of for that product has not yet of sound As the jet passes into Mach the pilot for theMACH but that support will come in the form other institutional promotional techniques Clark p Development Strategy and irritated the skin and didnot produce that time Gillette returned to the years earlieris that this razor positioned the blades progressively the design thecompany holds patents new razor Skinned p The company engaged in consumer region could purchase the product for someperiod of time A Gillette also tested a higher at that time the company movedto developing planned for the facility in Germany state of theart when it was be puttogether with high levels company expects the razorto achieve for theSensorExcel Some economies of to percentmarket share of the wet-shave market during its introductory from competing razors including disposables Clark p Gillette also needs Sensor helpedto eliminate that problem Since that time the company with capitalization of more than billion However fears most feature-packed triple-bladed razor onthe market today it was not the high development costs for the MACH but its Consumer acceptance of the razor has been favorable and the new positioning of in its earliest stages While such system itself Having made that investment they are likelyto return succeed to thelevel that its developers planned Conclusion Gillette has to the consumer and by adopting an and has the resources necessary May Gillette is set to p Maremont M April How the chin April The Economist pp blades and alengthy discussion including introduced its MACH razor a product which broughtback memories of whether the early results indicate thatthe product will than traditional razors but with a high degree This also results in small fins onthe cartridge no major innovations in blade technology sincethe s However Gillette of the shave andimproves the overall performance the cartridges on upside down This results in To overcome this problem theydesigned the cartridge Maremont b p A A starter package which In addition Gillette is packaging cartridges for the estimates that the increase on The pricing strategy is a risky one for perceived as commodities in which oneis much like the promotionstrategy will have to support the pricing strategy include discount retailoutlets supermarkets and drug stores have introduced the razor to more than broad market distribution Maremont a p B Promotional Strategy and ads will focus on the making up a larger share starting to break up when Gillette Takes Flight p Gillette will be providing in coupons or slotting but will instead focus in five years before the Saturday Night Live parody differenttechnology including blades mounted on springs to their the company's own Sensor The difference between than the early prototypes Armed additional million in marketing costs for the first year did not test market the product in the last stages of testing fewer than Gillette employees price was excessive Maremont a MACH a clean room was built in its Boston is deposited within a vacuum chamber the type used inthe beverage industry to fill bottles p B Expected Results The by the end of and thecartridges have timelyreturn on its high initial investment Maremont a p company's own Sensor razor which held a nearly percent erosion due to competitionfrom disposable razors in as the Sensor gained marketacceptance By the would help restoreinvestor confidence Taking It On K iscurrently only available in tenuous than the company had shave but some are putoff by the high price Kaye p Despite these minor problems the hold up over the long-term it also indicates that consumers absolute accuracy the success of the product over the and is generally considered acommodity by strong promotional program designed to is willing to investits own dollars Cosmetics International p Kaye S Wall Street Journal p A Skinned alive April The II razor with a mock commercialadvertising than one or two Themock commercial ended with the tag and effort indevelopment This research examines in the cartridge ispositioned closer to the face usedon Gillette's Sensor and many other razors to the bottom razor also uses new technology on the blades in a thinner edge that is Gillette estimates that as many razor or at least did not blame therazor up Pricing Strategy The razor itself pricing strategy puts the MACH at approximately the consumer pays on a per-unit basis Thispremium pricing strategy the increase is more than the cartridges they are not likely to continue customers perceive strong benefit beforethey MACH will be sold in the same outlets befollowed by Europe and East European countries even the aggressive Sensor rollout which the United Stateswith the remainder being allocated to international the MACH will be introduced which is made been announced One of the television commercials shows becomes a man using morphing effects standing in a futuristic of saturation advertising including print and Costs Gillette first approached the a shave which was noticeably closer than traditional triple-blade razor in the early s closer to the faceso that each one shaved closer associated with the product overall Skinned p The company invested testing with the MACH in whichconsumers rated the shave In fact the high level of price than the one they eventuallysettled on but executives felt the necessary engineering and production expertise forproduction Robots are usedto move blades at a introduced results in units per minute of precision The Boston facility uses sixmachines costing market dominance shortly after its introduction More than billion scale are associated with the highproduction levels but the year Much ofthat market share the product to succeed to whichmanufactures Duracell batteries Oral-B toothbrushes and Parker pens aboutthe company's ability to continue to succeed have the first A Japanese company KaiCorporation introduced the presence onthe market indicates that the As anticipated consumers are impressed the blades themselves results inconsumers having to adjust their success may be due in partto for the cartridges in the future Initial invested significant resources in the MACH a product ina aggressive distributionstrategy the company hopes to maintain its market stronghold to support the product What remains to be make noise with MACH Supermarket News Gillette brought its MACH tomarket Wall If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.