Question

Gillette markets its flagship MACH3 razor in more than 100 countries around the world. The MACH3 is available virtually everywhere that consumers shop for personal-care products; because of its advanced 3-blade design, the MACH3 typically costs more than other wet-shaving systems. Which generic strategy is evident in Gillette's global marketing effort of MACH3?

A) cost leadership
B) differentiation
C) cost focus
D) focused differentiation
E) consumer focus

Answer 1

Gillette's global marketing strategy for the MACH3 razor is differentiation, where they focus on the product's unique 3-blade design allowing them to charge a premium and create a competitive advantage.

Step-by-step explanation:

The generic strategy that is evident in Gillette's global marketing effort of the MACH3 razor is B) differentiation. Gillette's MACH3 is positioned as offering advanced technology with its 3-blade design, which provides consumers with a closer shave and greater comfort than typical wet-shaving systems. This advanced technology allows Gillette to charge a premium price compared to other products in the market. The differentiation strategy is about creating a product that is perceived as unique and valuable to consumers, leading to a competitive advantage. Gillette's approach with the MACH3 involves significant investment in product innovation and marketing to establish and maintain this perception.