10 Mar 09 Gillette’s New Plan
Gillette’s New Plan
Gillette is planning to introduce a men’s version of its recently launched premium gillette Venus womens razor. Its likely name could even be Mars.
The launch, to be formally presented to trade partners in early fall, will likely be supported domestically with an estimated $60 million advertising budget, similar to the support given to other blockbusters like Mach 3 and then Gillette Venus.
Gillette, under new CEO Jim Kilts, like several other U.S.-based packaged goods manufacturers, has been under financial pressures and increased Wall Street scrutiny Escalating internal and material costs, increased competition, organizational changes and compromised revenues have all contributed to Gillette’s weakened condition.
