Shaving and hair-removal products represented a US$4.13 billion market in the US in 2016, with razors and cartridges accounting for a combined US$2.95 billion in annual sales (US$13 billion globally)... According to Euromonitor, its (Gillette's) share of the US men's razor business fell to 54% in 2016, down from 59% in 2015 and from more than 70% in 2010. In presentations to analysts, P&G executives had blamed several factors for the decline: a sluggish US economy, increasingly value-oriented consumers, the rise of low-cost competitors, and even beard-loving hipsters. Consider all the benefits of razors and cartridges. Based on the above excerpts (and other information in the case on Gillette):
Where do you think 'Gillette' and 'DSC' product offerings are positioned in the benefit space map. You
can use the levels -- very low, low, medium, high, very high to describe the respective positions of the
offering on each benefit dimension.