Pricing and Branding Strategies for Gillette MACH3

The assignment analyzes the product line MACH3 of Gillette company, which has five variants with different features and pricing. The Chief Marketing Officer recommends creating low-cost razors under a new product line name to compete with Dollar Shave Club rather than disturbing the MACH3 image.

The company that has been selected for analysis is Gillette. The product line picked is MACH3.
There are five variants within the MACH3 Product Line of the company. The details of these
product variants are given in the table below:
MACH 3
Turbo Razor
MACH3
Sensitive
Disposable
Razor
MACH3
Sensitive
Power Razor
MACH3
Signature
Edition Razor
MACH3
Smooth
Shave
Price ($) 10.99 9.89-18.49 11.99 36.99 9.89
Razor Type NA Disposable NA Refillable Disposable
Blade Quality NA 2/5 3/5 2/5 2/5
Number of
Blades
NA 3 NA 3 3
Power
Function
NA No NA No No
Pivoting Head NA Advanced NA Advanced Advanced
Primary
Shave Need
NA Face Shaving NA Face Shaving Face Shaving
Precision
Trimmer
NA No NA No No
Lubrication NA 2/5 3/5 2/5 2/5
Irritation
Fighting
Features
NA 2/5 2/5 2/5 2/5
Source: Gillette MACH3 (2016)
As the Chief Marketing Officer of the company, I would prefer to say that the pricing of the
products are good considering the brand name. The Gillette brand is preferred by the consumers
and that is the reason this company can play on premium pricing of the products. In some of the
products such as Refillable ones, namely, MACH3 signature edition, the main revenue generator
is the extra blades customers want to buy (Okonkwo, 2016).
The pricing of the current products can be reduced which might help in penetrating the market
further in comparison to the competitors (Mas & Ng’weno, 2010). However, it might impact the
brand value of the company as the premium image of these products might get impacted.

Therefore, considering the current pricing levels and brand value, I would prefer to come up with
low cost razors to beat the competitors like Dollar Shave Club under new product line name
rather than disturbing the MACH3 product line image.
References
Gillette MACH3. (2016). Gillette.com. Retrieved 18 November 2016, from http://gillette.com/en-
us/products
Mas, I., & Ng’weno, A. (2010). Three keys to M-PESA’s success: Branding, channel
management and pricing. Journal of Payments Strategy & Systems, 4(4), 352-370.
Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.