Gillette has always believed that continuous new product development resulting from extensive

R&D is necessary to differentiate itself from its competitors. True to its corporate mantra of

innovation is Gillette, the company has introduced some of the most successful and widely

acclaimed innovative products in the consumer products industry. Its product range, protected by

trademarks, is legendary with such brands as Sensor, SensorExcel, Mach 3 and Gillette for Women

Venus.

The companys policy is to generate 40% of its sales from products launched within the last five

years. One reason for Gillettes strong focus on new product development is that the competition

has successfully learned to copy its products very quickly. For example, Schick (part of Warner

lambert, later taken over by Pfizer but known as Wilkinson Sword in many parts of the world) had

imitated Gillettes Track II twin-blade razor within five months of the products launch.

Further product launches have added to the brand value of Gillette. It has succeeded, in some

markets, in making razors less of a commodity product which consumers just buy on price and

convenience considerations but a branded product that consumers will pay a premium price for.

1. Explain how the use of innovative products and trademarks can add to the value of a company such as Gillette.