Gillette designed the product in such a way that it differentiated from other

Gillette designed the product in such a way that it

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differentiation. Gillette designed the product in such a way that it differentiated from other existing products by being more beneficial and efficient. Gillette developed the prototype and pushed it into the market to see customer response. Product use tests with consumers showed that it outperformed the SensorExcel and other competitive brands. The management at Gillette was in dilemma to go for older three-bladed SensorExcel or more technologically advanced design of Mach3. This was because the new design was costly to manufacture. March3 would have costed Gillette 50 percent more than cost of SensorExcel. Then the company did not have the equipment required to manufacture the new cartridges for Mach3. The new machinery would again involve huge cost. However, Zeien, CEO of Gillette favored the new technology and went ahead with its development.
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Gillette had an aggressive marketing plan during rollout of its Mach3 product. Development cost of the Mach3 was $750 million dollars and $300 million was allocated to marketing activities. The product was promoted in United States, Canada, Israel, Western/Eastern Europe. The company aimed at making Mach3 available in 100 countries by the end of 1999. With their robust product launch strategy, they want to capture the market quickly. Aggressive marketing entry is beneficial as the firm stands the best chance for long- term success in the market-share leadership and profitability. Firm having sufficient size, resources and competencies can take full advantage of its pioneering position. Advantages of such aggressive marketing entry includes: • Closing off the opportunities for competitors by building a differentiated value proposition. • Growing within the market through acquisition. Gillette does not have to take slower with respect to its marketing plan because more time means increased cost and losing customer interest.
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  • Spring '17
  • John DOe
  • Marketing, 1998, Gillette Company

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