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Again, the competition was between two vendors, Braun and Philips (Norelco). Based on the European market share, Philips and Braun are neck and neck in units and value. Braun must maintain this by introducing the shaver and the cleaner separate and seeing if the shaver innovation gives the them market share edge in Europe and monitor the sales of the clean to see if you could eventually marry the two as one sale item
- US – ah yes, the fickle US...
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Where it is all about choice and price. Both need to be sold separate and it needs to have an incentive to buy both. So here is my far out idea. Braun is the high end user, no different than Lexus is to Toyota, Acura is to Honda. Millions of men relate shaving to Gillette, more so than to Braun. I will almost guarantee that if Gillette created a two tier shaver market, one high and the other for the average male...
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