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| Gillette Fusion promotion here teaming up with MacLaren Mercedes |
Back in the day
King Camp Gillette was an American salesman and inventor who
introduced the world to the disposable safety razor in the early part of the 20th century.
Raised in the Chicago area, he spent his early career as a travelling salesman. ( Hooray - one of us!)
In the late 1890s he was inspired to create a disposable
shaving razor, partly out of personal interest and partly out of a desire to
create a product consumers could dispose of before buying another one.
He
teamed up with machinist-inventor William Nickerson, and in 1901 Gillette
formed American Safety Razor, which was soon changed to Gillette Safety Razor.
Awarded a patent in 1904.
King C. Gillette sought protection of his new business for
safety razors when he applied for trademarks for razors and razor blades, soap,
and shaving brushes on Wednesday, May 27, 1908.
The patent system is designed to encourage innovation. This
is because patents confer rights on the owner to exclude competitors from the
market, offer the incentive for people to study new technology
Patents are a form of
intellectual property
A trademark is a
recognisable sign, design or expression which identifies products or services
of a particular source from those of others.
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| Competition within the Marketing model |
First some definitions
Direct
Indirect
Replacement
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| #Lidl Surprises |
For example the direct
competition to Procter and Gamble’s Gillette Razor Blades would be other wet shaving razors like Wilkinson
Sword, ,Bic,King of Shaves Azor/
Hyperglide system or own label razors
like Lidl’s Cien razors.
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| King of Shaves Hyperglide System launched earlier this year featured here in a Boots store |
Niche marketers use a targeted marketing plan that focuses
on one particular section of the market that has high potential to connect with
a product or service. Instead of casting a wide net in mass-media and
large-event marketing, niche marketing zeroes in on strategically selected
venues and media platforms that have high concentrations of these targeted
consumers. Will King of King of Shaves is a such an niche entrepreneur. Having had considrable success with Azor the company this year have Hyperglide.
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| Range of Electric Shaving / grooming products at a Boots store |
The indirect
completion to Gillette would be the electric razors like Braun , Philips,
Remington, BaBylis Wahl
Yet another form of indirect competition might be the hair removal /depilatory products such Reckitt and Benckiser's Veet, Church and Dwight’s Nair and Deciem's Inhibitif.
Indirect completion could also arise from fashion.
For example :
The emergence of the 'hipster beard' as sported by actor Jonny Depp, or footballer and model David Beckham.
For example :
The emergence of the 'hipster beard' as sported by actor Jonny Depp, or footballer and model David Beckham.
This current fashion has affected the grooming industry with
sales dropping by some £72 million last year according to analysts IRI. Not only did it affect sales of razors but
other products such as shaving foams, gels, balms, after shave etc.
Still the retailers still sold some £2.2 billion shaving
products across Europe.
Related Links on Marketing
Related Links on Marketing
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