mach3

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Study on gillette mach3

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mach3

  1. 1. Gillette MACH3 Breakthrough product
  2. 2. Why MACH 3 ? <ul><li>Most successful consumer product ever </li></ul><ul><li>Its not just shaving… its an experience </li></ul><ul><li>Freedom from cut throat shaving </li></ul><ul><li>Interesting marketing strategy </li></ul><ul><li>WORLD’s BILLION DOLLAR RAZOR EVER </li></ul>
  3. 3. History of Gillette <ul><li>1901 – King Camp Gillette invented safety razor </li></ul><ul><li>Emery Nickerson, an MIT graduate helped him to make safe, disposable, razor with a steel blade (American safety razor company) </li></ul><ul><li>On Nov 15 1904, King Gillette was awarded patent (patent ID 775,134 ) </li></ul><ul><li>World war I opened a new huge market </li></ul><ul><li>Launched Trac II in 1971 & Atra in 1977 </li></ul><ul><li>In 1990 launched sensor excel with twin blades </li></ul><ul><li>In 1998 launched Mach 3 with 3 blades </li></ul><ul><li>In 2005 launched Gillette Turbo with 5 blades & also battery charged </li></ul>
  4. 4. <ul><li>• Premium Products </li></ul><ul><li>• Premium Price </li></ul><ul><li>• Adding features & benefits through Technology </li></ul><ul><li>• Perceivable to consumer </li></ul><ul><li>• Protected by Patents (63 patents on MACH3) </li></ul><ul><li>In depth market study </li></ul>GILLETTE Way of Business
  5. 5. Grooming Industry
  6. 6. <ul><li>There are about 30,000 beard hairs on the face of the average </li></ul><ul><li>The ideal shave angle (razor blade meeting the face) is 28-32 degrees. </li></ul><ul><li>Hair on the neck grows parallel to the skin. </li></ul><ul><li>42% of men report that they prefer to be clean shaven. </li></ul><ul><li>The average shave lasts 3 ½ minutes. </li></ul><ul><li>The average man spends 10-15 hours a year shaving. </li></ul><ul><li>The average man begins to shave regularly when he begins to work regularly. </li></ul><ul><li>Men between the ages of 18 and 24 shave an average of four times a week. </li></ul><ul><li>Men over the age of 35 shave an average of six times a week. </li></ul>Facts they collected through their research
  7. 7. Designing MACH 3 Head Assembly MACH 3 disassembled Designing prototype 7 years $750 million Total secrecy
  8. 9. What made MACH 3 a RQP ?? <ul><li>Easy Shaving </li></ul><ul><ul><li>Good grip, Lubricating strip (no aftershave needed) </li></ul></ul><ul><ul><li>No second shave </li></ul></ul><ul><li>Safe Shaving </li></ul><ul><ul><li>No cuts, abrasions </li></ul></ul><ul><li>Quick Shaving </li></ul><ul><ul><li>3 blades </li></ul></ul><ul><ul><li>Lubrication - can b used without shaving cream too </li></ul></ul><ul><li>Easy Handling </li></ul><ul><ul><li>Carrying case, pouch </li></ul></ul><ul><ul><li>Ease of taking cartridge and putting it back </li></ul></ul>
  9. 10. Leveraging Strategies: Gillette Twin- Blade Razor Advanced Twin- Blade Razor Triple- Blade Razor Men Women Men’s Sensor Men’s Sensor- Excel Women’s Sensor- Excel Men’s Mach3 Women’s Sensor Venus (Women’s Mach 3)
  10. 11. <ul><li>Gillette (72% market share world-wide in the razor industry) </li></ul><ul><ul><li>Mach3 three-blade razor has 45% of it </li></ul></ul><ul><li>Wilkinson (18% market share) </li></ul><ul><ul><li>Xtreme 3, a three-blade razor (15% less expensive) </li></ul></ul><ul><li>Gillette countered with a Mach3 turbo </li></ul><ul><ul><li>Wilkinson launched the “Quattro” (4 blades) </li></ul></ul><ul><li>Counter Strategy </li></ul><ul><ul><li>Lawsuit against Wilkinson </li></ul></ul><ul><ul><li>Masculine perfection ad </li></ul></ul>Strategy against competition
  11. 12. <ul><li>Success Factors or Trendzz </li></ul><ul><ul><li>High end technology </li></ul></ul><ul><ul><li>Need for a quick & safe shaving system </li></ul></ul><ul><ul><li>Unique marketing strategy </li></ul></ul><ul><li>Launch globally within few months </li></ul><ul><li>Installed base </li></ul>

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