Case Study Analysis: Gillette's Marketing Strategies and Challenges

This case study analyzes the marketing strategies of the Gillette Company, focusing on the introduction of the five-blade and three-blade systems. It examines the company's use of technology to enhance product design and maintain customer loyalty. The paper discusses the pros and cons of Gillette's marketing approaches, including the aggressive rollout of new products and the challenges associated with retraining staff and managing customer loyalty. The study highlights the impact of marketing campaigns and the successes and failures of specific product launches, such as the Fusion Razor. Ultimately, the paper assesses Gillette's efforts to attract and retain customers, improve their satisfaction, and maintain a competitive edge in the market, while acknowledging the various obstacles they have faced.

Running head: CASE STUDY 1
Gillette Strategies
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Institution:

Case Study 2
This paper aims to discuss the Gillette Company which launched the first blade system in
1998. The Company embraced technology and it introduced the five-blade system to outdo its
competitors (Nye, 2016). However, the three-blade system was the significant element of the
Gillette Company. Also, the three-blade system was introduced to minimize the irritation which
was caused by the three-blade system when shaving. Therefore, the Gillette has its pros and cons
in the marketing strategies as discussed in this paper.
To begin with the pros, The Gillette embraced a new technology to improve the designs
in the market. Through the strategy of embracing new technology Gillette would maintain its
customers. The Gillette employed the strategy for success by launching the five-blade system to
reduce the irritation caused to the customers when using the product (Dhebar, 2016). The
marketing plan for the Gillette became more aggressive when they launched the new products.
Therefore, the Gillette made a high profit and tried to outdo its key competitors in the market.
On the other hand, the Gillette has cons in the marketing strategies as outlined in this
paper. Due to the new technology, the Company was obliged to retrain the staff for them to
understand the technology (Barrow& Stowers, 2013). At the same time the Gillette minimized
the loyalty for the customers hence the market share declined. Also, the aggressive marketing
rollout strategy caused the Gillette to incur costs in advertising the products. Also, the Gillette
received criticism due to the campaigns held when marketing the products (Stowell,
Stowell,Grogan & Grogan, 2017). The launching of the Fusion Razor was a significant failure
for the Gillette.
In conclusion, the Gillette has employed good marketing strategies to help in attracting
and maintaining the customers hence increase their satisfaction. Despite the marketing strategies,

Case Study 3
the Gillette has experienced challenges. However, there are many clients who are satisfied with
it.

Case Study 4
References
Barrow, C., & Stowers, D. (2013). U.S. Patent No. D674,547. Washington, DC: U.S. Patent and
Trademark Office.
Dhebar, A. (2016). Razor-and-Blades pricing revisited. Business Horizons, 59(3), 303-310.
Nye, J. V. (2016). What do we really know about durable goods monopolies? The Coase
conjecture in economics and its relevance for the safety razor industry. In The Elgar
Companion to Ronald H. Coase (pp. 222-234). Edward Elgar Publishing.
Stowell, D. P., Stowell, D. P., Grogan, C. D., & Grogan, C. D. (2017). The Best Deal GiIlette
Could Get? Procter & Gamble's Acquisition of Gillette. Kellogg School of Management
Cases, 1-18.