Abstract

Gillette is a company that believes strongly in continuous product innovation. True to its corporate mantra of ‘Innovation is Gillette’, the company has introduced some of the most successful and widely acclaimed products in the consumer products industry. Its product line, particularly in the razor segment, is legendary with such brands as Sensor, SensorExcel, Mach3 and Gillette for Women Venus. This case gives a detailed account of the evolution of Gillette’s product line. The case can be used as part of a course in product development.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Innovation, Marketing strategy, Braun products at Gillette, Deodorants, Advertising strategy, Razors, Duracell, Gillette, Shaving, Fast moving consumer goods, MBA case study, Management, Mach 3, Gillette SensorExcel, Gillette for Woman Venus