In the Beginning• 1828: Straightrazors invented inSheffield, England• 1904: King CampGillette patented thefirst safety razor• 1928: Lt. Col JacobSchick created theelectric razor
Gillette: The Early Years• One razor and 12 double-edged blades: $5(a years supply)o Return the 12 blades and get six freeo 12 blades alone: $1o Star "hoe-style" razor was $1.45• Sears finally offered package for discount• 1921 new high-end model and old razordeep price cut and sales exploded!
Technological Environment• Sponsored link on Google• Website optimized for iPad and iPhone• Blogs• Online retail: Amazon.com• Facebook• Twitter
Cultural and Social Environment• ProGlide Power is targeted at GenX and GenY, notBaby Boomers• Packaging explains value prop in:o Englisho Frencho Spanish• Product targeted at USA, Mexico and Canada markets
Target Market• Demographicso Males (GenX, GenY)• Lifestyle (Psychographics)o Well groomedo Self awareo Busy, Urban• Socio-economico Middle class and above
Target Market - Indicators• Producto Appeal to gadget savvy consumers High-end technology Upgrade from earlier Gillette razors• Promotiono Commercials targeted to younger audienceo Website introduces concepts like Male grooming, body shave• Priceo Relatively expensive: Younger audience likely to switch forbrand, status, top of line
Advertisement Analysis• Emphasis on technology of producto Differentiation between electronic, disposable razorand regular disposable razor• Gillettes role as innovatoro Reminder of Gillettes historic place in razor andblade industry• Sense of humoro Appeal strongly to Gen X and Millennial maleso Strong male figure consistent with Gillettes otheradvertising campaigns