Gillette Marketing Case Study

The progress attained in the market focused primarily on acquiring new products lines rather than product innovation that enhance the capacity of responding to changing consumer tastes and preferences. The entry of Wilkinson Sword in 1962 with their stainless-steel blade initiated the competitive pressure in the industry. Wilkinson failed to match the demand created in the market by their product hence allowing Gillette take advantage of the opportunity in the market through purchasing more of the blade market share. The aggressiveness in the market saw Gillette gain significantly hence eliminating the competition that would shrink their business prospects in the growing market. Gillette made a tremendous input in their product portfolio through diversification even though they attained different levels of triumph across market segments.