Gillette Fusion Case Study

Publication Date	June 2008
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT12334

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£160.00
approximately: $299 | €203

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Summary

Introduction

This report on Gillette Fusion forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the development and marketing of the razor, to find what has enabled it to grow so strongly in a short space of time.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.

Content

Catalyst
Summary
Analysis
Gillette Fusion Is The Latest Men's Razor From P&G, Which Has Proved To Be A Major Success
P&G Regularly Upgrades Its Gillette Razors In Order To Stay Ahead Of The Competition
Fusion, The First Five-Bladed Razor On The Market, Captured 55% Of All New Razor Sales In The Us Just Four Weeks After Launch
Fusion Is Expected To Be P&G's Fastest Ever Brand To Reach A Us$1 Billion In Sales
P&G Has Justified A Price Rise For The Fusion Brand With Tangible Product Improvements Aiming To Make Shaving Quicker, More Effective And Smoother
Consumer Skepticism First Surrounded The Launch Of The Fusion Brand
But Fusion Was The First New Gillette Razor Brand Since 1998, Coming In Two Versions And With Its Own Dedicated Grooming Products Range
For The First Time, Gillette Rolled Out Two Versions Of Its New Razor At Once - A Manual And Battery-Powered Model
P&G Concurrently Introduced A Line Of Fusion-Branded Male-Grooming Products, To Boost A Business That Has Lagged Behind Its Razors
Fusion Is Said To Offer Improvements Over Its Predecessor In Both The Handle And Blade
The Fusion Power Handle Contains A Microchip To Improve The System's Performance, As Well As A Better-Grip Surface
The Fusion Contains Five Blades Spaced Closer Together Than The Mach3, As Well As A Trimmer Blade And Flexible Comfort Guard
P&G Has Launched An Ambitious Promotional Campaign To Achieve Its Us$1 Billion Sales Target For The Fusion Brand
Gillette's &Quot;18th Birthday Program&Quot; Offers Youths Turning 18 A New Fusion Razor, Aiming To Create Brand Loyalty In New Users
Fusion Marketing Has A Sports Theme To Attract Male Attention, With A Sport-Themed Website And Sports Star Ambassadors
The Uk Fusion Website Received 30,000 Hits A Day In Its First Month Of Launch
New Advertising For The Fusion In 2008 Featured Sporting 'Superheroes', And Was Thought To Be The Most Expensive In Gillette's History
The Company Is Reportedly Set To Launch An Entirely New Razor In Six Year's Time, But Is Content With Fusion Extensions In The Meantime
A New Extension To The Fusion Brand Aims To Get Men To Trade-Up To A Us$150 Razor
P&G Remains Tight-Lipped About Any Future Razor Innovations
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- Table 1: Gillette Has Been At The Forefront Of Razor Innovation Since Its Inception
- Figure 1: In 2006, P&G Launched The New Fusion Razor In Both Battery Powered And Manual Versions, Along With A Dedicated Personal Care Line
- Figure 2: Gillette Has Three New Brand Ambassadors From The World Of Sport
- Figure 3: Gillette Fusion Is Available In An Ultra-Premium Variety Under The Fusion Chrome Collection Brand