Marketing Challenges Faced by Gillette Essay Example | Topics and Well Written Essays - 1250 words

Marketing Challenges Faced by Gillette - Essay Example As the discussion outlines the engineers in the company went on incorporating further elements of innovation to the Mach3 razor through enhancing the quality dimension of the blades used. It is found that the innovation team at Gillette enhanced the quality of the blades in making them stronger by around three times in regards to stainless steel. Again the alignment of the three blades in the Mach3 razor was done in a fashion as to help the consumers in suffering less of irritation. These quality factors incorporated in the Mach3 razors helped Gillette in gaining enhanced penetration in the new generation male consumer sphere. Amount of irritability in regards to the use of razors was considerably reduced through the incorporation of a separate coating known as ‘Diamond-like Carbon’ coat. This type of coating helped in enhancing the innovative nature of producing blades that would be thinner in nature and yet too stronger. Moreover the key element of innovation studied i n regards to Mach3 razors also reflects testifying the product in regards to a target market based on consumers pertaining to different social and national backgrounds. These people were asked to use both Mach3 and SensorExcel and thereby rate the two types based on certain parameters. Mach3 owing to its innovative capability ranked more to its predecessor SensorExcel thereby reflecting a truly different replacement. Gillette is found to counter a number of marketing challenges both in regards to its advertising and promotional campaign and also in regards to its pricing efforts in relation to the launching of Mach3 in the international market. The advertising campaign taken by the company to launch Mach3 in the international market had to work on a global tone where potential investment of around $200 million was rendered.