Let’s start with a simple question that relates to our first case study of the semester: How many here have cut a finger or worse trying to open a packet of Gillette Mach 3 razors? Anyone? Anyone? My goodness. Everyone!
Ok, wow. Well, who would like to share a war story with the rest of the class? Yes, Smedley.
Smedley: I’ve cut myself three different times on those impossible to open packages. One time I sliced off the tip of my pinky. See the stump? Anyway, my mom insisted on taking me to the ER. So embarrassing.
Professor: Ouch. And, how does that make you feel about Gillette?
Smedley: I hate their guts.
Professor: But, you still buy their razor?
Smedley: They’re the best, professor. The best.
Professor: Interesting. Anyone else? Yes, Dimwitz.
Dimwitz: I’ve never actually cut myself, professor, but
do you use the opened Gillette Mach 3 packages to slice potatoes, onions,
and apples? You name it. Those jagged edges could rip through steel.
Professor: Very interesting application and, perhaps, a possible line extension idea for Gillette. Thank you, Mr. Dimwitz.
my purpose in mentioning the packaging today is to demonstrate how a
brand can jeopardize its customer relationship in unintended ways. The
Gillette Mach 3 technology is arguably the best in class, but their
product packaging could have been put to good use during the Spanish
Your homework assignment is to suggest ways in
which Gillette might handle this subtle but dangerous as hell, threat
to their image, reputation and ongoing customer loyalty. We’ll cover it
in tomorrow’s class.