True, both products share a battery-powered motor. But their positioning in terms of motivation to buy and ease of use are very different. P&G buyers are getting an adequate electric toothbrush at a low price. Gillette M3 Power buyers will be getting the most advanced shaving system in the world, and they will be paying a premium.

The SpinBrush is not the first electric toothbrush, but it is the first priced under $5.00. As a result, there’s very little customer education required. If a customer has used an electric toothbrush before, she will be quite comfortable with a SpinBrush.

The M3 Power’s purchase motivation is based on performance. This is the Ferrari of razors – high performance at high prices for a customer who cares a lot about the closeness and comfort of his shave. The product is priced at a 67% premium over Gillette’s current top of the line M3 Turbo. The M3 Power requires batteries and requires some change in habits from the customer, and these features, as well as the higher price, raise the barriers to purchase.

The results of the four factor model make me doubt that this product will be a winner for Gillette.

My concern comes from the mismatch between size of market and motivation to buy. The M3 Power is a specialty product. Gillette will have a hard time selling the Ferrari of its product line to the mass market.

Regardless of the product’s eventual success or demise, the launch of the M3 Power helps Gillette compete against Schick. Schick’s razor sales rose 149% in the US last year, while Gillette’s sales declined 13%, according to market researcher Information Resources Incorporated.

While the M3 Power may not be Gillette’s hit of the year, having the product in distribution makes it much harder for Schick to take a shot with its own new product launch. So, at the least, it will slow Schick down.

Still, it’s always better to have a winner.