Gillette : Managing Product Innovation
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(Case Code: MKTA015) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTA015 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extraThemes- |
| Case Length |
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21 Pages |
| Period |
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1990-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Gillette |
| Industry |
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Consumer Goods |
| Countries |
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USA |
Abstract:
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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.
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Contents:
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
Gillette : Managing Product Innovation
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