Developing new products
A Gillette case study

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Introduction

Mr King C. Gillette devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into a highly successful, marketable product. Speed to market has been a characteristic of the famous company, which still bears his name today. The Gillette Company continues to recognise the importance of 'being ahead of the field' in a competitive market in which consumer requirements are becoming increasingly diverse and demanding.

Rather like batteries, razors and shavers are a means to an end - it's what they produce that really matters. Looks and style are increasingly important, but to the person looking for the perfect shave it is the razor's performance that matters most of all.

Market research suggests that most people who shave find it a chore - many resent the time they devote to it. So they want a product which not only shortens the time spent shaving but which also does the best job and makes the experience pleasurable and fulfilling. For a manufacturer, these requirements represent a tough challenge.

Meeting this challenge involves Gillette coming up with good ideas for product improvement and then taking advantage of modern technology to convert them into economically viable products.

The Gillette Company continues to recognise the importance of 'being ahead of the field' in a competitive market in which consumer requirements are becoming increasingly diverse and demanding.

Gillette | Developing new products