Gillette Surprised Quote by Greg Thain
““Everyone, including Gillette, was surprised when their strategy to de-commoditise shaving worked, turning millions of men from Bic disposables back to high-quality, expensive and highly profitable system razors. The””
About This Quote
Source Business Case Study: Gillette, 2015, Greg Thain
Gillette shifted from cheap disposables to premium razors, proving that de‑commoditizing can boost profits.
In simple terms: Premium positioning can revive a market.
Key Takeaway
Focus on quality and brand experience.
Themes
marketing
brand strategy
premiumization
consumer behavior
Mood
strategic
optimistic
Type
analytical
inspirational
When to use this quote
- luxury goods
- personal care
- subscription services
Key Concepts
Value proposition
brand equity
pricing strategy
Questions to Reflect On
- What makes a product suitable for premium positioning?
- How can you maintain value perception?
A Different Perspective
Not all markets accept higher prices; risk of alienating price‑sensitive customers.
