Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
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https://casecent.re/p/20321
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Abstract
For a long time Gillette dominated the world''s shaving razor market. But the introduction of Quattro, the first four-blade razor by Schick (of Energizer Holdings) is threatening to end Gillette''s dominance in the premium end of the market. Quattro started to eat into the market of Gillette''s top selling product and major revenue generator, the Mach3. Schick is also giving a tough time to Gillette in relation to the women''s razor market where its Intuition is competing for the market with Gillette''s Venus. The case offers scope for discussing whether Schick will be able to sustain the momentum in the long-term and emerge as the number one player in the premium end of the razor market.
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Abstract
For a long time Gillette dominated the world''s shaving razor market. But the introduction of Quattro, the first four-blade razor by Schick (of Energizer Holdings) is threatening to end Gillette''s dominance in the premium end of the market. Quattro started to eat into the market of Gillette''s top selling product and major revenue generator, the Mach3. Schick is also giving a tough time to Gillette in relation to the women''s razor market where its Intuition is competing for the market with Gillette''s Venus. The case offers scope for discussing whether Schick will be able to sustain the momentum in the long-term and emerge as the number one player in the premium end of the razor market.