Quote:
Originally Posted by htismaqe
Honestly, we're sitting here talking about branding and sales and quite possibly, Gillette doesn't even see it that way. Purchasing razors, like many things in this country, comes down to price for most people. They aren't going to pay a premium either way just because Gillette does something like this or their competitors don't. It's freaking razors.
This is just another way for the elites in this country to use their money and power to tell us all how much better than us they are. Us cretins out here beating our wives and spanking our secretaries.
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I don't see that. P&G is a brand machine. They don't do anything without a shitload of testing. There's tons of business logic for going after a millennial target. Purchasing razors is much less price sensitive than many typical OTC categories (just read brand loyalty is something like 36%). It's a reason Gillette has been gouging customers for years with crazy margins. Young customers are big-time customer targets for Gillette, and they're getting picked off left and right by online shave clubs. To me, this felt like an idea that made strategic sense, but the execution was way too cheesy... which maybe has something to do with your second point.