Stages in Product Development process of Gillette MACH3

Content
About Gillette Features of MACH3 NPD Facts of MACH3 in comparison to Sensor Stages in Product Development Process Idea Generation & Screening Concept development Market Strategy Market Response Commercialization

About Gillette
Owner Country Introduced Markets Previous Owner - Procter & Gamble - Boston U.S. - 1895 - World Wide - The Gillette Company

Features of MACH3
Three progressive aligned blades - DLC (Diamond Like Carbon) - Lubricating strip with vitamin E - Forward pivot - for a closer, more comfortable shave - Ergonomic design, etc.

NPD Facts of MACH3 in comparison to Sensor

Categories
R&D Marketing 1st year First Prototype

Sensors
275 Mill 110 Mill 1983 (7 years prior launch) 500 Men 2213 61% - 67% (89-96) 20 Mill 15 Mill

MACH3
750 Mill 300 Mill 1992 (6 years prior launch) 5,000 Men 35 70% - 72,6% 68 Mill 60 Mill

Product Testing Patents Market Share before/after Sales in blades (after 6 months) Sales in razors (after 6 months)

Stages in Product Development Process

Idea Generation & Screening

New Product development builds on
highly advanced processes market research customer integration Gillette stroke for a close, clean, comfortable shave without nicks and cuts .

Concept development
Gillette worked two years to formulate the concept. A closer shave in fewer strokes with less irritation.

Market Strategy
Gillette budgeted 300 Million Marketing expenses for the first year. priced at a price premium of 35 per cent to its predecessor Sensor Excel. Targeted premium segment

Market Response
In June 1999, Gillette captured 72 percent . The company s shares increased by three percent. The most successful new product in the history of Gillette. $ 1 billion in sales in only 18 months. is used by one in every three men in North America and one in every four men in Europe

Commercialization