Subject Index
 

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

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. ...

Braun's CruZer is a shaver that also trims and styles, and is aimed at the youth market, in particular freesports enthusiasts, to whom creating an individual, unique look and standing out from the cro ...

For many years Schick-Wilkinson Sword was a distant second to Gillette Company in all categories of the global market for shaving products, but in the late 1990s Schick recognized an opening in the wo ...

In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men wi ...

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitaliz ...

Campaign for launch of Lynx razor, to extend brand into the shaving market, including the `evening shave’. TV campaign `Strike’ achieved high pretest scores, awareness, distribution and value brand sh ...

Case study illustrating the use of point-of-purchase (POP) advertising in a new global product launch: Gillette's Mach 3 razor. Development of the product and marketing plan briefly described. POP str ...

The paper examines the campaign Landowne Marketing devised for shaver manufacturers Braun in 1979/80 to develop brand awareness among dry and wet shavers and to improve Braun's image, by focusing on t ...