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Fox News reports that Procter & Gamble-owned Gillette has decided to reduce the prices of some of its shaving products, some by as much as 20 percent.

P&G CFO Jon Moeller says that the goal is to fill in "a gap in prices between P&G's higher-end razors and lower-end razors," the story says.

Fox News explains: "Gillette once claimed a 71 percent market share in North America, but it now only maintains 59 percent as of last year, according to Fortune.  Startups, like Harry’s and Dollar Shave Club, which was acquired last year by Unilever for $1 billion, have steadily chipped away at that dominance with similar razor cartridges at a lower price.  The startups leapfrogged Gillette in the online razor market, with Gillette maintaining a relatively small proportion of online sales as of 2015."
KC's View:
Think of this as Disruption 101. It can happen to everyone. It probably will happen to everyone.