Page 326 - Foundations of Marketing

O B J E C T I V E S

1. Understand how companies
manage existing products
through line extensions and
product modifications.
2. Describe how businesses
develop a product idea into
a commercial product. Developing and Managing
3. Know the importance of Goods and Services
product differentiation and
the elements that differentiate
one product from another.
4. Explain product positioning
and repositioning.
5. Understand how product
deletion is used to improve
product mixes.
6. Understand the character-
istics of services and how
these characteristics pres-
ent challenges when devel-
oping marketing mixes for
service products.
7. Be familiar with organizational © iStockphoto.com/bigemrg
structures used for develop-
ing and managing products.

M A R K E T I N G I N S I G H T S

Is the Perfect Shave Actually Attainable?

Gillette is striving to find a solution to the incon- aspect when developing a razor. For instance,
venience of shaving. The company is working to Gillette designs are intended to reduce nicks and
develop a superior product that simplifies the tugging, whereas its blade count can control the
process. To do this, Gillette researchers observe closeness of the shave. These designs have been
80 men shaving on a weekly basis within its used to create improved shaving products, such as
shave-technology center. Their observations have Gillette’s battery-operated Fusion ProGlide five-
revealed that an average male spends 2 - 3 minutes blade razor.
with a minimum of 30 strokes and a maximum of Other attributes that play a serious role
700 to complete a shave. With this research, the in a proper shave are water temperature and
company has found that the most common com- moisturizing. Researchers found that most men
plaint of males is that they are not getting a close disregard these two components when shaving. To
enough shave. Competitors such as Schick also combat these neglected areas, Gillette has begun
do research and development to improve their to install lubrastrips on razors such as the Fusion
products. Power to release lubricants, increasing the func-
Research has helped Gillette to modify its prod- tionality of the product. With the proper product
ucts to increase shaving effectiveness. The design development, Gillette hopes to provide men with the
1
and blade count have come to be an important perfect shave every morning.

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