MACH3 Marketing

The MACH3 is a hand-held, nondisposable razor which uses three blades positioned in replaceable cartridges. Each blade in the cartridge is positioned closer to the face than the previous blade resulting in a closer shave than traditional razors, but with a high degree of comfort. The MACH3 also shifted the pivot point of the razor from the middle (as is used on Gillette's Sensor and many other razors) to the bottom in order to increase the stability of the razor. This also results in small fins on the cartridge coming in contact with the face first, which helps pull the hairs free from their follicles.

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o break up when it reaches Mach 2 (double the speed of sound). As the jet passes into Mach 3, the pilot becomes a man (using morphing effects) standing in a futuristic bathroom where the MACH3 razor flies into his hand ("Gillette Takes Flight," 1998, p. 11). Gillette will be providing a high level of promotional support for the MACH3, but that support will come in the form of saturation advertising, including print and television. The company does not currently plan to engage in coupons or slotting, but will instead focus on the benefits of the MACH3, its technological improvements and other "institutional" promotional techniques (Clark, 1998, p. 172). Development Strategy and Costs Gillette first approached the idea of a triple-bladed razor in 1970, five years before the "Saturday Night Live" parody. These early razors did not test high with customer satisfaction: they irritated the skin and did not produce a shave which was noticeably closer than traditional razors. Gillette and other razor manufacturers focused on introducing different technology (including blades mounted on springs) to their products rather than continuing to develop the triple-bladed razor at that time. Gillette returned to the triple-blade razor in
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Approximate Word count = 2128
Approximate Pages = 9 (250 words per page)