In: Business and Management

Submitted By jordan2611
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“Gillette has successfully convinced the world that “more is better” in terms of the number of blades and other razor features. Evaluate this approach to improve the product feature.”

The success of convincing the world with the concept of “more is better” benefits the company: Sales revenue of Gillette products has increased to $7.5 billion and 70% of men around the world have purchased Gillette razors. It’s a great competitive advantage for Gillette to compete with its rivals. While this strategy has worked well and generated great amounts of profit, it also brings setbacks for the company.

This approach enhances Gillette’s innovation on the improvement of razors. On one hand, razors become more user-friendly. The encouragement of buying more increases the sales volume of razors. Men like to purchase Gillette products around the world. At the same time Gillette can receive a lot of feedbacks from them. These complaints, suggestions and recommendations are the big factors for Gillette to improve its products in order to reinforce their satisfaction. For example, the thread processed handles of razors are useful for men when they shave in the bathroom. It’s not easy to slip out of hands. The anti-skidding design makes the products more user-friendly. Although it’s just a small change in razors, customer satisfaction is highly improved. Men start to love Gillette and won’t buy other brand razors. On the other hand, different blades can share one razor. Instead of changing razors, men prefer buying blades. Many of Gillette’s innovations are on blades, so it’s unnecessary to charge razors. Gillette takes advantage of the improvements on blades and makes them generic. One razor can match many different blades. When Gillette comes up with a new blade, customers can try them at a low expense. Meanwhile, it decreases pollution. Not only can the…...

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