Gillette is the most used shaver in the US. This is because of its constant advancements to suit what the consumer needs. High research and technology is used to achieve this. The marketing manager was once heard saying that they spent years working on the handle so as to ensure optimized stiffness for the razor head.
Even though Gillette dominates the razor market, they invested heavily in the marketing of the FlexBall. Reason being; one, they face a major challenge in the fight for the men’s face as the current styles encourage facial hair for men and this is very bad news for Gillette; two, they also have to convince the consumer that it is worth their money by showcasing the new advancements as most of them come at a higher price due to the technology and research used; three, they have to make the consumers aware that technology is expensive but worthwhile. Stephen Powers, of UBS Investments, who works as an analyst was quoted saying "Today's consumers remain challenged, making it more difficult to translate new technologies into higher prices"(Ziobro and Serena, pg 1-6).
Gillette’s used different strategies to market this product, they explored many avenues in order to advertise it. For instance, they had regular business conferences that were geared to let the public know their product. The marketing crew showcase the superiority of the flex ball at these conferences. They also used Video to advertise. At one conference, the CEO showed a short video of meant twitching their faces in discomfort after using ordinary razors. This meant that their upcoming product had tackled that issue. Plenty of print media advertisements are also used. They bare the picture of the amazing product and its capabilities such as; it can cut the hair 23 microns shorter, etc. The marketing is meant to show how good the Flexball is. (Ziobro and Serena, pg 1-6).
Work cited
Ziobro P and Serena Ng “Gillette’s New Weapon in Razor Arms Race” 1-6
