To increase the adoption of electric shavers, Phillips should continue to focus more on the younger segment. Brand should be repositioned more towards the WilliamsF1 initiative around fun, sport and adventure. Product design should continue to be futuristic and sleek. Diversification should be around young males use. For example; product variations should be around different real-life situations such as; taking the enough time to have the perfect electric wet shave in preparing for a date, late wake up and going to work quick and comfortable shave, and mobile on the car and on the road shave. Each of these situations would require additional complimenting products that Phillips can diversify into and leverage its successful alliances.