Gillette – Fusion

The German men's wet shaving market has been growing, and is currently led by Gillette. However, increased competition, own label and lower-priced alternatives were threatening the company's position.

Gillette – Fusion

Agency name: Unit der UGW AGClient name: Procter & Gamble GmbHCategory: Product launch/relaunchCountry: Germany

BACKGROUND

In the growing men's wet shaving market, the consequent high product quality and marketing work of Gillette was rewarded by a market share of (average) 67% in 2005/6. But currently, the market leader is threatened by three trends:

  1. Competitors' activities – in autumn 2004, the main competitor launches a 4 blade system

  2. Retailers' own brand labels have become an alternative for consumers

  3. Price barriers: the current prices for the Mach3 Turbo shaving apparatus are close to the price barrier...

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