PROCTER AND GAMBLE BIDS ON PRODUCT DIVERSIFICATION TO SOAR GILLETTE BLADES AND RAZORS SALES

Procter and Gamble (P&G) is bidding on product diversification and investment in market research to further grow the market share of its Gillette brand in Kenya.

Gillette currently commands a 17 per cent market with plans by the company to grow its pie through concentration on the middle to lower income segments of the market.

According to Communications Manager Irene Mwathi,, (P&G) has engaged a strategy where it is currently ‘competing against itself’ through the launch of innovative products that target different market segments.

“P&G is currently pushing razor growth by competing against itself. We are keen on tapping into the vast middle to low income cadre in our drive towards availing quality razors to the market,” said Ms. Mwathi.

The company is counting on its market innovation track record to push sales especially among the youth most of whom prefer shaving at the barbers.

“We are moving towards encouraging men to shave at home and take advantage of our cutting edge products in this category. A number of activities will be employed in pushing this campaign,” said Ms. Mwathi.

P&G acquired Gillette in 2005 when it bought the Gillette company which also included oral B and Duracell . Famously known for its shaving products and its advertising slogan, "Gillette - the best a man can get" the brand which is a market leader is used by over x million people all over the world. The big attraction of that deal was that Gillette’s grooming brands complement each other as P&G specializes in hair and skincare for women - while Gillette focuses on male grooming. Founded 115 years ago, Gillette has positioned itself as the ultimate male brand through product innovation.

“Each of these brands has also had a follow-up series of sub-branded product upgrades.  Although they work for the same company, P&G’s razor marketers are not afraid of some in-house competition,” she said.

One of P&G’s biggest challenges in pushing its Gillette shaving razors has been the flooding of the market with low quality products especially from the Far East.

“We continue to be committed to product innovation and research and development to ensure Gillette remains a market leader. We strive to deliver the ideal shave that is characterized by great smoothness, optimal comfort and no skin irritation,” said Ms. Mwathi.