Name: Tanvi Sinha , L.C Panjabi
Country: India

Year: 2026
Volume: Vol-17, Issue no. 2 July-December-2026
Page Number: 91-105
DOI: https://doi.org/10.5281/zenodo.22023065

ABSTRACT
Market saturation can constrain firm growth through intense competition, product similarity, and limited customer acquisition opportunities, but it can also reveal underserved consumer needs. This paper examines Gillette Venus, launched in 2001, to explore how an incumbent transformed an underdeveloped female shaving segment into a differentiated and scalable market category. Drawing on monopolistic competition theory, product differentiation, market segmentation, niche marketing, and gendered product differentiation, the study employs an exploratory longitudinal single-case methodology using peer-reviewed literature, industry reports, launch documentation, company sources, and marketing case studies.
Findings indicate that Gillette combined consumer research, functional innovation, brand differentiation, and premium positioning to establish a distinct market niche. The category subsequently expanded into specialized segments, including sensitive-skin, facial, travel, and i