Gillette's Fusion ProGlide Power razor is targeted at younger male consumers between Gen X and Gen Y. The razor is positioned as an innovative product with advanced technology like microcomb blades and a precision trimmer. Gillette aims to appeal to gadget-savvy younger males interested in grooming and style. While the razor faces competition from other brands, Gillette believes its history of innovation in razor technology and marketing targeted towards younger demographics will help the Fusion ProGlide Power succeed in the razor market.

2. Gillette Fusion
ProGlide Power
Intro to Marketing March 2013
By: Robin Bertelsen, Aman Kapoor, Gordon Kramer
Rajesh Madhawarayan and Frankie Wong

3. A Quick History of Safety Razor Marketing

4. In the Beginning
• 1828: Straight
razors invented in
Sheffield, England
• 1904: King Camp
Gillette patented the
first safety razor
• 1928: Lt. Col Jacob
Schick created the
electric razor

5. Gillette: The Early Years
• One razor and 12 double-edged blades: $5
(a year's supply)
o Return the 12 blades and get six free
o 12 blades alone: $1
o Star "hoe-style" razor was $1.45
• Sears finally offered package for discount
• 1921 new high-end model and old razor
deep price cut and sales exploded!

6. ProGlide Power: Product Market

7. Competitive Environment
• Competitive Environment
o Internal: Mach3, Fusion
o External: Energizer Holdings' Schick Hydro, Quattro
• Competitive Advantages
o Thinner, finer blades
o MicroComb
o Precision Trimmer
o 5-week life per cartridge
o Lubrastrip
• Sustainable Competitive Advantage
o None

8. Technological Environment
• Sponsored link on Google
• Website optimized for iPad and iPhone
• Blogs
• Online retail: Amazon.com
• Facebook
• Twitter

9. Cultural and Social Environment
• ProGlide Power is targeted at GenX and GenY, not
Baby Boomers
• Packaging explains value prop in:
o English
o French
o Spanish
• Product targeted at USA, Mexico and Canada markets

10. ProGlide Power: Target Market

11. Target Market
• Demographics
o Males (GenX, GenY)
• Lifestyle (Psychographics)
o Well groomed
o Self aware
o Busy, Urban
• Socio-economic
o Middle class and above

12. Target Market - Indicators
• Product
o Appeal to gadget savvy consumers
 High-end technology
 Upgrade from earlier Gillette razors
• Promotion
o Commercials targeted to younger audience
o Website introduces concepts like Male grooming, body shave
• Price
o Relatively expensive: Younger audience likely to switch for
brand, status, top of line

13. ProGlide Power:
Not your grandfather's razor

15. Advertisement Analysis
• Emphasis on technology of product
o Differentiation between electronic, disposable razor
and regular disposable razor
• Gillette's role as innovator
o Reminder of Gillette's historic place in razor and
blade industry
• Sense of humor
o Appeal strongly to Gen X and Millennial males
o Strong male figure consistent with Gillette's other
advertising campaigns

16. The Future of Razor Sales?