Product Market Analysis

Gillette is a brand of men’s safety razors and personal grooming products based in Boston, Massachusetts. Although primarily known for their facial razors, its owner Proctor & Gamble have expanded the Gillette brand by building something more than a precise blade; a complete regimen of male care products. Today, the company produces top of the line razors, backed by their “Gillette Science”, along with body washes, antiperspirants, creams, foams, and everything else related to men’s skin. Their newest innovation, as publicized in the ad I’ve chosen, the Fusion ProGlide Razor with FlexBall Technology, is a product unlike anything ever fashioned in the marketplace. Aside from its five blades that have been engineered to generate minimal tug and pull, the new “FlexBall” allows the razor to maneuver to every contour of a man’s face, essentially eliminating every hair in sight. While Gillette’s brand stands elite among male hygienic companies with its continuance of fresh ideas turned reality, it does involve itself in a product and service category that poses constant threats to its consumer base. Specifically, Gillette competes broadly with entities devoted to personal grooming which includes any business that helps enhance individual appearance, as well as industries keen on the creation of portable electrical appliances. The Fusion ProGlide Razor with FlexBall Technology competes solely with rival razor blade producers. Even though Gillette contains a diversified array of products, establishing competitors across a spectrum of different industries, this particular item is constricted to the category of purely grooming devices. That stated, the main competitors to this product are Braun’s 7 Series, Schick Quattro, and the Philips Norelco Powertouch. Given the strength of the three companies presented, I pose that another competitor has seemingly gone unnoticed over the years; Gillette itself. It is quite apparent through advertisements and other marketing