Word: personna
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...Gillette's current TV commercials, a man's hand appears, sets down a dispenser of Gillette razor blades and-of all things-three clearly labeled dispensers of rival Wilkinson, Schick and Personna blades. The hand naturally picks up the package of Gillette after brushing the others aside, but the very appearance of rivals is a departure from tradition. Such direct identification of competition has long been a rarity, and advertisers have gone to almost any length to avoid it. Now a steadily growing number are coming right out and naming names, thus bringing on bad times for Brand...
What Wilkinson feared most has happened. Its success first lured such U.S. blademakers as Schick (Krona Plus) and American Safety Razor (Personna and PAL) into the stainless field. Then came Gillette, with its great bulk, big name and huge marketing facilities. By now reluctantly committed to a fight it did not want, Wilkinson set up additional manufacturing operations in Britain, Germany, Canada and the U.S. Needing new capital to pay for this expansion, it brushed aside more than 1,000 offers from outside firms to merge or associate with it in favor of putting its stock up for sale. Although...
...success of Britain's venerable Wilkinson Sword Ltd., which has been unable to meet demand ever since it began selling its Super Sword-Edge stainless blades in the U.S. 18 months ago. But demand for the stainless blades lured Gillette competitors Schick (Krona Plus) and American Safety Razor (Personna and PAL) into the field-and Gillette was forced to go along...
Priced at six for 89?, Gillette's blades will be slightly cheaper than Super Swords (five for 75?) or Personna and Krona Plus (five for 79?). Though it plans to spend a hefty $4,000,000 to introduce its new blades, Gillette finds itself in the ironic position of hoping that they will not be a runaway success. Since the company already sells 70% of all the blades bought in the U.S., a too-spectacular acceptance could only mean a sales decline for its established lines...
While they talk bravely of the future and are confident that old habits die hard, tobaccomen are hedging by diversifying their interests. U.S. Tobacco now makes candy too. Philip Morris has bought out Burma-Shave, Clark Chewing Gum and American Safety Razor (Personna, Pal, Gem). R. J. Reynolds has gone into several lines from fruit punch to packaging...