New Product Introduction: Process


New Product Introduction: Process

A-Level Outreach Program

Welcome to an installment of Aberystwyth Business School's Video Lecture Series.

These lectures are in-line with the A-level Business Studies Curriculum across the UK.

Our apologies for the videos being only available, currently, in English

Pdf version of presentation


The below activity has been utilised from the Great Ideas for Teaching Marketing website.

A Tough New Product Decision

Gillette is leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation - if you were the CEO, would you have made the same decision?


Gillette has always prided their firm on razor technology innovation. Therefore, it was no surprise two decades ago when the CEO approved the development of a new razor (which would later become the Mach 3 - the world's first three-blade razor). However, it was the circumstances surrounding this product that makes this decision so extraordinary, which included:


  1. As highlighted above, what were the positive and negative indicators in terms of developing and launching the product?
  2. Do you think that most other firms would have made the decision to proceed with this product, given the information in the case above?
  3. If Gillette were not the leader in the market, would they have made the same decision?
  4. Other than the cost of development and launch, what other risks were involved with the launch of the Mach 3?

Contact Us

Aberystwyth Business School Outreach Co-ordiator: Dr Sohpie Bennett
Faculty Outreach Co-ordiator: Natalie Roberts

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