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 focus
b) cost leadership
c.) differentiation
d.) consumer focus
e.) focused differentiation

Answer 1

Gillette is using a differentiation strategy for the MACH3, emphasizing its advanced 3-blade design and wide global availability, targeting consumers willing to pay more for perceived higher quality and value.

Step-by-step explanation:

The generic strategy that Gillette is using in its global marketing effort of the MACH3 is differentiation. This strategy is defined by offering a product that is unique and perceived as higher quality compared to its competitors. In the case of the MACH3 razor, the advanced 3-blade design, which provides a closer shave and is more technologically advanced than other razors, distinguishes it from other wet-shaving systems. Additionally, the fact that Gillette markets the MACH3 globally and makes it available in a wide range of sales channels also emphasizes its commitment to differentiating its product on a large scale. The product commands a higher price point because consumers are willing to pay more for the perceived extra value and quality that come with its innovative features. Therefore, Gillette is pursuing a differentiation strategy with its MACH3 product line.