For Mighty Gillette, These Are the Faces of War - best battery operated toothbrush

By CLAUDIA H. DEUTSCHOCT.
In a very old Gillette factory in southern Boston, a fairly young lad is showing some very new techniques. Craig A.
The 27-year-old Provost, a senior industrial designer, is using a joystick to pull up a curve here and flatten a curve there, otherwise a piece on his laptop screen
When he is satisfied, he sends the digital model to another machine that uses it as a blueprint for making a hard plastic version.
"In just a few days, you can try a variety of different designs to see how they look and feel in your hands . "Provost said.
Now it's the turn of 60-year-old Colin Cliston, who is the technical director of blades and razors. His high-
The tech toy is a camera that can capture the movement of the blade cutting human hair sprouting from synthetic skin in very slow motion.
Advertising the device also records the force applied by the blade, the extent to which the hair was bent before the blade was sliced, and how sharp the angle on the stubble was.
The sharper the angle, the rougher the stubble, so the machine shows the performance of the different razors well.
We will come up with a theory--
Different blade coating or cutting speeds, for example, make the shave tighter-
If we are right, the machine can be displayed. Clipstone said.
These people are using existing Gillette razors such as the Sensor3, Mach3, and Mach3 Turbo to showcase these technologies.
But in the lab under the hall-
Rooms strictly forbidden from curious outsiders-
Gillette's researchers are using the same machine and many other machines for fine tuning
Peter K. a new razor.
Hoffman, head of the company's shaving group, said it would produce almost all existing razors-
Including Gillette. -obsolete.
He 'd be right.
It's 102-
During the year the company was founded, Gillette was the undisputed leader in razor blades, one of the world's most profitable consumer goods.
Its recipe is simple: it makes good razors, sells them cheaply and makes a profit ---
A year in a year-
Replacement blades constantly purchased by loyal customers.
Of course, there are competitors, but none of them can cause such a big panic. Until now.
Gillette was involved in a vicious battle with hiker.
Launched Quattro's Wilkinson Sword last month
Blade shaving system (
A collection of non-disposable shavers as disposable blades is called).
Schick compared it positively with Gillette's Mach3 razor.
This is not a gentleman's duel.
Gillette sued Schick for patent infringement, saying Quattro's four blades were positioned as an imitation of mach3's three bladesblade design.
Schick, in turn, sued Gillette for false advertising, and schick's Quattro and Xtreme3 one-time product's outstanding performance made Gillette claim that its Shaver provided the best shave in the world.
"This is Gillette's first credible threat at the top --
Alison kriwan, an analyst at investment firm David L, said: "The margin scraping system business . "Babson.
Combat claims are not limited to the courts. Mr.
Hoffman said that after Gillette's Venus razor system went public last spring, sales of women grew steadily.
This, he says, proves that consumers are positive about Venus. Joseph E.
Lynch, president of Schick, said it was nonsense and this intuition has been gaining more support.
Edward F.
Gillette's manufacturing technology gives Gillette a competitive advantage, according to drageland, president of Gillette. Mr.
Lynch said that the equipment and processes of his company are also world-class, "Anyone who says anything else just wants to disrupt the competition. ''Mr.
Hoffman said an independent company is conducting a consumer comparison test of Quattro and Mach3 Turbo, which will definitely win.
We have done our little task.
The scale test, I tell you, Quattro is not that good. Hoffman said.
Surprisingly, Schick's test came to the opposite conclusion.
W said the tests "supported several statements we made in future advertising ".
Alvin Robertson, chief marketing officer at Hickey.
It was a war and Gillette was firing as many kinds of ammunition as possible.
The company has added "the best shave in the world" to its packaging and advertising and has offered a full refund to customers who do not agree.
It has increased the number of Mach3 Turbo razors sent to consumers who do not use Gillette products now.
Gillette has just launched the Mach3 Turbo Champion, a razor in bright red and black, and it's no coincidence that it's packed to look like a tall
The speed sports car is obviously aimed at a young, male-type guy.
The champion should be out next year;
Gillette was successful earlier and has already sent them free champions on their 18 th birthday.
The company now also sends Venus starter kit to teenage girls.
Recently launched a passionate Pink Venus--
"Now the popular color is pink . "
Hoffman explained-
And ready to offer Venus God its next generation of female razors next spring.
Of course, there is also a mysterious new razor, which should have been developed at the South Boston lab to make all the other razors irrelevant.
"We are leaders and we will defend our territory . "Hoffman said.
It is no exaggeration to say that Gillette's future is at stake.
Razor systems are one of the few product lines in which the most expensive--and highest-margin --
The fastest growing sales are products. (
The blades of Gillette and Shike razors cost about $2. )
In addition, the shaver is a group of loyal people, and all the data shows that the brands people use when they are young are usually the ones they use at work.
That means an 18-year-
The old man who is now captured may be a lifelong customer.
So the Holy Grail version of the company is to create the perfect shaving experience to keep customers constant forever.
For this reason, every day, Gillette's rotating panels go to the shaving test lab at the South Boston factory, where they take off their faces, armpits or legs ---
The man in the cubicle with bathroom mirror, the woman in the room with shower, bathtub and sink ---
And rating the experience of intimacy and comfort.
Sometimes they use Gillette products, and sometimes they use competitors' products.
They don't know which one.
The researchers tabulated and adjusted the results, and they fed back the data to the designer.
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No one, even Schick Management, thinks Gillette will be upended from the market. leader throne.
Gillette's products account for more than 70% of the global razor and blade market.
Gillette's Mach3 and Mach3 turbine shaving systems, which sold $2 billion last year, are still the best-
The sale of men's razors and the Venus razors for women also dominate the market.
Still, Schick is clearly causing pain and can now cause more.
Until recently, Schick was part of Pfizer.
But last spring, Pfizer sold it to powerhouse Holdings, the lifeblood of which is consumer goods such as batteries.
Now the climax of marketing and research has emerged.
"We have moved from a second-level product of a pharmaceutical company to the first place close to the Energizer strategic priority list," he said . "
Robertson said that there was also a "other block" razor on Schick's drawing board.
"We have been a follow-up to Gillette for decades, but this is no longer the role we are going to play.
"Indeed, Gillette's management has warned Wall Street,
Upward marketing, coupled with Schick's inevitable loss of sales, will deduct 2 to 4 cents from this year's earnings per share and 5 to 7 cents from 2004.
Gillette's shares have already been held.
Closed at $31.
Friday, at 52-week range --
But analysts say Gillette's shares will soar without fear of Quattro.
William H. said: "gillette's blade and razor business is the most valuable franchise in the household products and cosmetics industry . "
Steele, an analyst at the Bank of America Securities, has a neutral rating of Gillette shares.
"But the market does not like uncertainty, and there are a lot of hands --
Quattro felt desperate.
Gillette is also not able to get comfort with a toothbrush, battery or any other business area.
Cross-power battery from analysts and independent testers to Gillette-
Executives at Gillette said sales were active.
Still, it's late to market now, and faster companies like P & G and Colgate have made a huge start in selling electric toothbrushes.
Gillette is still suffering from a disease.
A 1998 strategy has been put in place to convince consumers to use its premium
Duracell Ultra battery in flashlight and other ordinary products.
Consumers do not buy concepts or batteries.
Gillette eventually steals sales from his Duracell CopperTop brand and loses sales to Rayovac ---
With the recent acquisition of Remington Products, the company has also entered the shaving market. -and to private-label brands.
The company is currently pushing Ultra for portable CD players and other electronics that quickly run out of batteries, and is trying to reposition its CopperTop brand as the day-to-day preferred brand.
It went to line too-Price of goods--
If the battery is purchased separately or at 4-or eight-pack.
Advertising energy seems to be doing the same.
But Rayovac plays the role of a competitor, and the number of batteries offered in its packaging is half of the Duracell packaging at the same price.
"It's easier for retailers to post the logo for" all batteries, $2 per pack ", but that keeps us at A 30% gap between price and competitors, David A said.
Rayovac chairman Jones.
It is good to make up for the loss with a battery or toothbrush, but it is crucial to keep the shaving tool dominant.
Razors and Blades are like Kodak's previous cameras and film to Gillette: a profit machine that seems to have a steady stream of alternativespart annuities.
Last year, shaving tools accounted for 41% of Gillette's $8.
Sales 5 billion;
They account for more than 70% of the company's $1.
Operating profit 8 billion.
If Gillette keeps these profits flowing, analysts say, it will be caused by many changes in James M.
Since he left nabesk to become Gillette's chief executive, the short skirt has achieved nearly three years.
What he does may sound boring.
Obviously, but let me tell you that this is the same for Gillette's night and day compared to before he walked in, "Mr.
Steele of Bank of America said.
In fact, sir.
Gillette fell into a vicious circle after taking over.
Management has been promising Wall Street that it will increase sales and revenue by 20% a year, and then have to do expensive discount promotions and inventory transactions with retailers, which undermines the revenue it has promised. Mr.
The short skirt suddenly broke the optimistic forecast (
Gillette no longer gives too much guidance on future earnings)
Replaced many people who made them: two-
Thirty of Gillette's top 100 executives have been working for less than three years.
He cut inventory funds and modernized Gillette's main plant, further reducing costs. Mr.
Kilts also shows the marketing and strategic mind.
He uses Gillette's vast global distribution network to promote disposable razors and shaving systems in Europe and Latin America.
He pulled cream, deodorant and other personal care products, the stepson of the historically neglected shaving unit, to a new department ---
In large part to get them out of the shade of shaving, in large part to get the gentleman
Hoffman's focus is only on the razor and the blade.
In a way, Wall Street is buying this new approach.
The aggressive cost of Jim Kilts
Amy Lo Chassen said: "The cuts should allow Gillette to be flexible in fighting him to track Goldman's Gillette while maintaining good revenue growth, the stock is expected to perform in line with the market.
Despite this, the enthusiasm for Gillette on the streets has recently eased.
According to Charles L.
Hill, research director at Thomson First Call, most of the analysts who focused on Gillette rated it as buy a year ago;
The consensus proposal was put on hold today. -
Although Gillette announced last month that it would buy back 50 million of its shares, this practice is usually popular on Wall Street.
At the same time, Energizer ranks higher and higher on the list of analysts' recommended purchases.
"No matter what you think of it, analysts were more optimistic about Gillette last year than they are today . "Hill said.
That may be the case, but in Gillette's lab and office, optimism and vitality seem high.
Obviously, the feeling is, yes, Schick is a threat--
But this problem is easy to solve.
"Our new product channels are complete and promising," he said . "
"We do offer the best shave service," Hoffman said.
Do consumers think this is true or exaggerated?
This answer comes a few months later when they decide whether to buy a replacement cartridge for Quattro or mach3.
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A version of the article appears on page 3003001 of the National edition in October 12, 2003, with the title: these are the faces of war for powerful Gillette.