I don't think Gillette will go back to traditional DEs at all, because (a) they've invested so much in disposable and cartridge razors; (b) they'd have to build a new plant and equipment for production - a mammoth investment; (c) they don't have to - the market for traditional DEs, despite the enthusiasm of a small group of people like us, is miniscule compared to that of the plastics market.
If they decide that an investment in traditional wet shaving is justified, it would be a lot less expensive for P&G to acquire an operation like Merkur or Jagger. That way, they could continue to produce and market higher-end products under one of those names, and at some point in the future, expand the selection to re-introduce Gillette-branded products. I think it's also possible that they could acquire a company like Parker, if it was determined that the market for more moderately-priced traditional products, which is fairly large outside the U.S., was worth P&G investment.
If they decide that an investment in traditional wet shaving is justified, it would be a lot less expensive for P&G to acquire an operation like Merkur or Jagger. That way, they could continue to produce and market higher-end products under one of those names, and at some point in the future, expand the selection to re-introduce Gillette-branded products. I think it's also possible that they could acquire a company like Parker, if it was determined that the market for more moderately-priced traditional products, which is fairly large outside the U.S., was worth P&G investment.
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