Final Gillete

A

PROJECT REPORT

ON

“GILLETE SHAVER”

(A study based on customer satisfaction level with assigned in the product category)

Guided By:

Mr. Ankur Randhelia

Submitted By:

Shailendra Kumar Tiwari

(Session – 2011-12, MBA – 2nd SEM, 31st Batch)

Submitted To:

Faculty of Management Studies,

ACKNOWLEDGEMENT

It is indeed of great moment to pleasure to express my sense of per

found gratitude & in daftness to all the people who have been

instrumental in making my project work a rich experience.

In the making of this project report, I have relied upon the valuable

assistance and help of several people without whom this report has not

been possible.

I would like to pay my sincere thank to Prof. Y.S.Thakur Head of

the department , FMS Sagar for providing me the opportunity to work on

project.

I pay my heartiest thank to my project guide Mr. Ankur Randheliya & all other faculty members for the valuable guidance & support. Without his help I would not have completed my project report successfully.

I pay my heartiest thank to all staff members of my department,

my parents and friends for their kind support and suggestion.

Shailendra Kumar Tiwari

CERTIFICATE

This is to certify that the project report entitled “GILLETE SHAVER” (A study based on customer satisfaction level with assigned in the product category) is presented by SHAILENDRA KUMAR TIWARI, student of MBA – 2nd Semester. He has completed this project under my guidance and supervision.

During this study, he have made meticulous efforts for the completion of project work. I wish him all the best in his sincere endeavors for a bright and successful future.

Mr. Ankur Randhelia

Faculty Guide

F.M.S., Sagar (M. P.)

DECLARATION

I hereby declare that all the facts, figures & information shown in my project “GILLETE SHAVER” (A study based on customer satisfaction level with assigned in the product category) are true to the best of my knowledge.

Shailendra Kumar Tiwari

CONTENT CHAPTER 1

INTRODUCTION TO P & G CORPORATION

P & G profile P & G management

Social responsibilities

Products

CHAPTER 2

GILLETE

History of Gillete Gillete strategy in India Organizational structure Types of Gillete shavers Gillete Mach 3- SWOT & Review

CHAPTER 3 Objectives

CHAPTER 4 Research Methodology

Research design Data collection method

CHAPTER 5 Data analysis & interpretation

CHAPTER 6 Findings

CHAPTER 7 Suggestions,Limitations & Conclusion

BIBLOGRAPHY & WEBLIOGRAPHY

CUSTOMER ATTITUDE

Customer attitude & behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the

ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer.

CHAPTER – 1INTRODUCTION TO P&G

P & G Profile

P&G is a Fortune 500 American MNC headquartred in “Downtown

Cincinnati , Ohio” and manufactures a wide range of consumer goods.

On 31 october 1837 it was incorporated . “William Procter , a candle

maker and James Gamble , a soapmaker” were the owners of this firm .

There first product which they launched in 1850’s was an inexpensive

soap which floats on water its name was “Ivory”.

Headquarter of P&G In “Downtown Cincinnati , Ohio”

EXECUTIVE TEAM OF P&G(MANAGEMENT)

1. Bob Mcdonald – Chairman of the board , President and CEO

(Chief Executive Officer) of P&G. He has an experience of 30

years of brand building .

2. Werner Geissler – Vice Chairman Global Operations P&G .

3. Dimitri Panayotopoulos – Vice Chairman Global Business Units

P&G .

4. Ed Shirley – Vice Chairman Special Assignment P&G.

Social Responsibility of P & G

At P&G, Social Responsibility stems from our Corporate PVP (Purpose,

Values, Principles). Social Projects are in keeping with P&G’s credo of

‘Business With a Purpose’. P&G has always demonstrated its

commitment to the community not just through the quality of its

products and services, but also through socially responsible initiatives

for the community. We believe in building the community in which we

live and operate by supporting its ongoing development.

Project Shiksha II: Educating Underprivileged Children .

Bihar Flood Relief 2008

Project Shiksha: Secure Your Child’s Future (2003)

Rebuilding Lives In Earthquake Hit Bhuj (2001/2002)

Project Poshan: Fighting Malnutrition in India (2000)

Project Open Minds: Educating India’s Working Youth (1999)

Project Drishti: The First-ever Sight Restoration Programme in

India (1999)

Project Future Focus: The First-Ever Round Write-In Career

Guidance Service (1998)

Project Peace: Environment Education Programme (1996)

We will provide branded products and services of superior quality and

value that improve the lives of the world's consumers. As a result,

consumers will reward us with leadership sales, profit, and value

creation, allowing our people, our shareholders, and the communities in

which we live and work to prosper.

P&G is its people and the values by which we live. We attract and

recruit the finest people in the world. We build our organization from

within, promoting and rewarding people without regard to any

difference unrelated to performance. We act on the conviction that the

men and women of Procter & Gamble will always be our most important

asset.

P & G Products

Ariel laundry detergent

Bounty paper towels, sold in the United States and Canada

Braun, a small-appliances manufacturer specializing in electric

razors, coffeemakers, toasters, and blenders

Charmin bathroom tissue and moist towelettes

Crest toothpaste

Dawn dishwashing detergent

Downy fabric softener and dryer sheets

Lenor fabric softener

Duracell batteries and flashlights

Fusion five blade cartridge and razors.

Gain fresh smelling liquid and powder laundry detergents, liquid

fabric softener and dryer sheets

Gillette, variety of razors for men and women, shaving cream for

men, body wash for men, shampoo for men, deodorant and anti-

perspirant for men

Head & Shoulders shampoo

Iams dog and cat foods

Olay Personal and beauty products

Oral-B inter-dental products, such as Oral-B Glide

Pampers & Pampers Kandoo disposable diapers and moist

towelettes

Pantene haircare products

Tide variety of liquid and powder laundry detergents, stain

remover for laundry and stain remover pen

Wella hair care products

Febreze Odor control/Freshener

Brands by type of product

The 10 Pillars of P&G Philippines

Ariel Detergent Powder

Head & Shoulders Shampoo

Olay

Joy

Pampers

Safeguard

Whisper

Pantene

Tide

Downy

Health care

Vicks

Fibresure

Thermacare

Pepto Bismol

Hair care and laundry categories

Pampers

Whisper

Rejoice

Tide

Max Factor

Vidal Sassoon

Ivory

Pantene

Dishwashing and fabric care

Joy

Mr. Clean

Downy

Alldays

Laundry, personal care and hair care

Ariel

Ascend

Camay

Clairol

Nice n Easy

Old Spice

Safeguard

Secret

Wella

Zest

CHAPTER-2GILLETE

History of Gillette

Foundation of Gillette India

Gillette India was incorporated on 9th February 1984 at Rajasthan.

House of Poddar Enterprise (HOPE) and Gillette Company, U.S.A.

(Gillette), promoted it. Gillette India manufactures and markets Gillette

Grooming Products and distributes Oral – B and Duracell products.

More than 60 % of the products sold in India are locally manufactured

by Gillette India. Parent company Gillette (Refer Time Line, section

10.1) owns a majority stake in Gillette India. Company entered into a

foreign collaboration agreement with HOPE for setting up of a company

for the manufacture of stainless steel razor blades in which Gillette

agreed to subscribe 24% of the equity capital. This agreement provided

technical collaboration by Gillette over the full range of technical know-

how and technical assistance for the manufacture of razor blades, razors

and shaving systems. In 1985, the company came out with an IPO for

raising Rs 26 million to fund the setting up of its plant at Bhiwadi in

Rajasthan. Company placed a plant for the manufacture in the first

phase, 200 million stainless steel razor blades per annum in the starting.

Blades manufactured by the Company were of two types, the premium 7

O'Clock, Ejtek Super Platinum and the stainless brand 7 O'Clock Ejtek

Super Stainless. Company took over Sharpedge Ltd., by acquiring the

entire share capital of that company. Company also merged Duracell

(India) Pvt. Ltd. and Wilkinson Sword India Ltd. with the company.

Company introduced new twin blade shaving system called 7 O'Clock

Ejtek P II with platinum enriched edges in 1987 and changed the

shaving system in the India. Sabre Pens Ltd., Sheen Dental Products

Ltd., Klosershav Products Ltd., and Vanity Cosmetic Ltd., are wholly

owned subsidiaries of the Company. During the mid-nineties, the

company's product range widened with new products being introduced

in the market namely, Gillette Presto ready shaver, 7O'Clock Ready-II

shaver, Gillette Sensor Excel shaving system, Gillette shave gel,

conditioners, deodorants, etc. It also started distributing Oral B

toothbrushes, Duracell range of batteries and Luxor and Parker pens.

Gillette enhanced its range in men‟s shaving products, it has also

entered the women's shaving product segment. In 1998, the company

decided that it would use Gillette as its pre-eminent brand placing it

ahead of the 7O'Clock brand. Currently, Gillette India uses only the

distribution network of P&G. P&G‟s sales and marketing knowledge

can be utilized by Gillette to great extent in the future, especially in

Srilanka, Bangladesh and Nepal.

Gillette- Timeline

1895-In the United States, KING CAMP GILLETTE, a salesman for the

Baltimore Seal Company, originates the idea for a new disposable razor

blade. For the next six years, he will promote and sell this idea to

backers and toolmakers in order to make his dream shaver a reality.

1901 -GILLETTE teams up with MIT engineer and machinist

WILLIAM NICKERSON in Boston, Massachusetts. Together, they

modify the safety razor by manufacturing a double-edged blade that is

disposable and replaceable; it receives a U.S. patent this same year. This

is a T-shaped razor which opens at the top so the user can insert a new

blade after tossing out its dull, used predecessor. These blades are cut

from a template, rather than forged.

1903 - GILLETTE begins his legendary climb to the top as king of the

U.S. shaving market, thanks to his shaver‟s high quality, low price

affordability, and his keen approach to marketing. In 1903, his total sales

were 51 razors and 168 blades. 1904 - GILLETTE'S total sales for the

new state-of-the-art safety razor reach 90,000 razors and 123,000 blades.

1905 - GILLETTE opens his first overseas office, headquartered in

London, England to market products in Europe.

1910 - WILLIS G. SHOCKEY receives a U.S. patent for his WIND-UP

SAFETY RAZOR, the forerunner of electric shavers. It has a wind-up-

by-hand flywheel that operates for a limited amount of time.

1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal

with the U.S. Armed Forces, which provides his safety razor and blades

to every enlisted man or officer on their way to Europe as a regular part

of their standard issue gear. This creates tremendous worldwide

promotion and publicity opportunities for Gillette‟s company and

products.

1960 - GILLETTE safety razors with long lasting stainless steel blades

hit the U.S. market.

Later, other inexpensive injector-type cartridges and disposable razors

become available. 1960s -70s - DISPOSABLE RAZORS, which can

neither be sharpened or replaced, hit the market for both men and

women. They are to be used 2-3 times, then thrown away. Numerous

manufacturers economically design them in simple shapes, which make

them inexpensive to produce and sell.

1971 - GILLETTE begins to aggressively market a new twin-blade razor

on a wide scale, even though there have been similar razors available

since the 1930s.

1984- Gillette entered Indian market through a joint venture as a

minority shareholder.

1986- Launched the 7‟o clock brand

1993- Launched the Presto readyshaver brand

2000- Launched the Mach-3 and shaving gel, shaving foam and linen

series for women.

2002- It gained more shares so that it had three fourth of the shares.

During these two decades Gillette followed inorganic growth by

acquiring domestic companies in oral care, battery, blades and razors

and stationery business.

2004- The company launched the next generation triple blade shaving

system, Gillette Mach Turbo, Gillette VectorPlus. Further in personal

care segment the company has launched Storm Force after shave splash

and New Ultra Comfort Shaving Gel & Gillette Series Tube Shave Gel

Variants, namely Sensitive Skin and Moisturising to suit different skin

types.

2005- The company‟s parent company Gillette, USA was acquired by

the Procter & Gamble Company, USA worldwide through merger in

October 2005. In India, the company while continuing as a separate legal

entity, will also, be part of the Procter & Gamble company, USA. The

company has started the process of transition from its current distributor

structure to the P&G Distributors.

Gillette’s Strategy in India

The Indian shaving products market is characterized by a 97% share of

double-edged blades - a business dominated by the Malhotras, with

brands like Topaz and Panama. Instead of going head-on against them in

this highly price-sensitive market, ISPL has chosen to focus on premium

products. The strategy has been to bring more people into the twin-

edged segment, and then gradually move them towards even more

premium products. Also, by segmenting the market with offerings at

different price points - 7 O'Clock, Sensor and Mach III, ISPL offers a

continuing upgrade path for users.

Structure Post Gillette P&G merger, Gillette has adopted the organisation

structure of P&G 2006 onwards and effective July 1,06 relocated its

headquarters from Gurgaon to P&G Plaza in Mumbai, which will house

all P&G subsidiaries in India. P&Gs organizational structure is broadly

divided into three heads: GBU(Global Business Unit), MDO(Market

Development Organization)and GBS(Global Business Services).Gillette

moved from business units based on geographic regions to GBUs based

on product lines. MDOs develop market strategies to build business

based on local knowledge and GBS bring together business activities

such as accounting, human resource systems, order management and

information technology, thus making it cost-effective.

Product DetailsCompany Manufacture stainless steel razor blades. Gillette India has a

wider portfolio of core business of shaving products sold under Gillette,

7‘0’Clock and Wilkinson brands, Battery and flashlights business and

oral care products (Oral B). Company has strong presence in shaving

razor blades market. It has the premium quality 7 O'Clock Ejtek shaving

brush, 7 O'Clock Ejtek P II shaving system with a metal spine and a

shave cream in three variants, Gillette Presto Readyshaver, Readyshaver

under the Brand 7 O'Clock Ready II, tooth brushes under the well

known international brand name Oral-B, Gillette Sensor & Sensor Excel

shaving systems which met with an excellent consumer and trade

response, Gillette Shave Foam, Gillette Aerosol" shaving cream, new

generation triple blade shaving system Mach3Turbo etc. Company also

entered into ladies personal care segment with the launch of the Gillette

Sensor Excel for women. Company has strong diversified portfolio to

increase its male personal products coverage. Company has tied up with

Rediff-on-the-Net e-commerce to market its product and increase its

customer base.

Organizational StructureGillette India now has the organizational structure of P&G worldwide.

The key elements are:

1. Global Business Units (GBU‟s)- build major global brands with

robust business strategies. P&G moved from four business units based

on geographical regions to seven business units based on global product

lines. The various GBUs are: • Baby Care/Family Care • Beauty

Care/Feminine Care • Fabric & Home Care

• Snacks & Beverage • Health Care

2. Market Development Organizations (MDO) - build local

understanding as a foundation for marketing campaigns. P&G has eight

MDO.

• North America • Asia/ India/ Australia • Northeast Asia • Greater

China • Central-Eastern Europe/ Middle East/ Africa • Western Europe •

Latin America

3. Global Business Service(GBS)- provide business technology and

services that drive business success. Different GBS Centers are: • GBS

Americas located in Costa Rica • GBS Asia located in Manila • GBS

Europe, Middle East & Africa located in Newcastle.

Types of Gillete Shavers:

Gillette M3 Razor Blades

Schick Razor

Gillette Atra Razors

Gillette Trac II Razors

Gillette Fusion

Gillette Barberblade

Vibrance Razor

Gillette Venus Shaver

Gillette Mach 3 Power Razor

Power Razor

Gillette Scheermesjes

Fusion Shaver

Intuition Shavers

Razor Cartridges

Gillette Contour Plus Razor

Type Safety razors

Owner Procter & Gamble

CountryBoston, Massachusetts,

United States

Introduced 1855

Markets Worldwide

Previous

ownersThe Gillette Company

Website http://gillette.com

Gillette has always remained the technological, market leader in the

razor division of the men‟s grooming segment. Its‟ high brand

awareness, market acceptance as a technological leader for hi-

performance razors and high brand equity were compelling reasons to

penetrate and develop the entire value chain of the men‟s grooming

industry (razors, after shave and shaving gel/foam).

Gillette is a brand of Procter & Gamble currently used for safety razors,

among other personal care products. Based in Boston, Massachusetts,

United States, it was one of several brands originally owned by The

Gillette Company, a leading global supplier of products under various

brands, which was merged into P&G in 2005. The original Gillette

Company was founded by King Camp Gillette in 1895 as a safety razor

manufacturer.

On October 1, 2005, Procter & Gamble finalized its merger with The

Gillette Company. As a result of this merger, the Gillette Company no

longer exists. Its last day of market trading symbol G on the New York

Stock Exchange was September 30, 2005. The merger created the

world's largest personal care and household products company. In

addition to Gillette, the company marketed under Braun, Duracell and

Oral-B, among others, have also been maintained by P&G. The Gillette

company slogan is "The Best a Man Can Get".

The Gillette Company's assets were initially incorporated into a P&G

unit known internally as "Global Gillette". In July 2007, Global Gillette

was dissolved and incorporated into Procter & Gamble's other two main

divisions, Procter & Gamble Beauty and Procter & Gamble Household

Care. Gillette's brands and products were divided between the two

accordingly.

Trademark

The Gillette brand is synonymous with shaving and personal care

products. As such, trademark protection becomes invaluable to

distinguish a company's products and services from its competition to

the public. King Gillette sought protection of his fledgling business for

safety razors when he applied for the trademarks for razors and razor

blades, soap, and shaving brushes on Wednesday, May 27, 1908. King

C. Gillette filed trademark applications with the USPTO simultaneously

in separate goods and services classes. King C. Gillette filed trademark

applications under the early company name, Gillette Safety Razor

Company, and while trademark applications were filed at the same time,

each registration was granted on a different date. Registration for the

Gillette trademark was assigned to razors and razor blades and was

granted on October 13, 1908 with a serial number 71034984. Trademark

for soap was awarded on September 29, 1908, with serial number

71034985, for shaving brushes on September 1, 1908 with 71034986.

First use for this early Gillette trademark is declared as May 16, 1908.

All 3 trademarks for the Gillette diamond are expired.

Older products

Double-edged safety razors

The first safety razor using the new disposable blade, were introduced

around 1902. Gillette maintained a limited range of models of this new

type razor until 1934 and the introduction of the "Aristocrat". The great

innovation of this new model was the "Twist to Open", or TTO design,

which made blade changing much easier than it had been previously,

wherein the razor head had to be detached from the handle.

1947 saw the introduction of the new "Super Speed" model, also a TTO

design. This was updated in 1954, with different versions being

produced to shave more closely the degree of closeness being marked by

the color of the handle tip.

In 1958, the first "adjustable" razor was produced. This allowed for an

adjustment of the blade to increase the closeness of the shave. The

model, in various versions, remained in production until 1986.

The Super Speed razor was again redesigned in 1966 and given a black

resin coated metal handle. It remained in production until 1986. A

companion model, "The Knack", with a longer plastic handle, was

produced from 1966 to 1976.

Newer products

Gillette Fusion ProGlide Power is a newer product version, and causes

less razor burn due to the featured low-resistance shaving.

Techmatic was a single blade razor introduced in the mid-1960s.

It featured a disposable cartridge with a razor band which was advanced

by means of a lever. This exposed an unused portion the band and was

the equivalent of five blades.

Adjustable Techmatic is a version of the Techmatic dating from

1970. The adjustable version featured user-selection of shave closeness

on the cartridge. The adjustable version was interchangeable with the

non-adjustable version. Both versions of the Techmatic and their

cartridges have been discontinued.

Trac II was the world's first two-blade razor, debuting in

1971. Gillette claimed that the second blade cut the number of strokes

required and reduced facial irritation.

Trac II Plus is an identical model but adds a lubricating strip

at the top of the blade. The blades and handles are interchangeable.

The European versions of the Trac II and Trac II Plus are known as

the GII and GII Plus respectively.

Atra (known as the Contour, "Slalom" in some markets) was

introduced in 1977 and was the first razor to feature a pivoting

head, which Gillette claimed made it easier for men to shave their

necks.

Atra Plus featured a lubricating strip, dubbed Lubra-Soft.

Gillette Sensor debuted in 1990, and was the first razor to

have spring-loaded blades. Gillette claimed that the blades receded

into the cartridge head, when they make contact with skin, helping

to prevent cuts and allowing for a closer shave.

The Sensor for Women was released around the same time and

is nearly identical, but has a wider cartridge head.

Sensor Excel was released in 1993. This featured

"Microfins," a piece of rubber with slits at the bottom of the

cartridge and Gillette claimed this helped to raise facial hairs,

making for a closer shave.

Sensor 3 has three blades instead of two. All Sensor handles

can use all Sensor cartridges.

Good News! was the first disposable, double-blade razor,

released in 1976.

The Good News! came in three forms: the "original", the "Good

News! Plus", which included a lubricating strip, and the "Good

News! Pivot Plus", which featured a lubricating strip as well as a

pivoting head.

Blue II is a line of disposable razors. In Latin America, it is

marketed as the Prestobarba.

Blue 3 is a line of three-blade razor, cheaper version of

Sensor 3 (Sensor compatible). Available also in disposable variant.

Mach3 The first three-blade razor, introduced in 1998, which

Gillette claims reduces irritation and requires fewer strokes.

The Mach3 featured five improved microfins and spring blades, a

pivoting head with greater flexibility and a blue lubrication strip

that faded with usage to encourage users to change their blades

more frequently.

Mach3 disposable. The above with a different plastic

handle.

Mach3 Turbo had ten microfins as opposed to the five on

the original, a new grip and claims improved lubrication and "anti-

friction" blades.

All Mach3 blades are interchangeable between the three products

in the range, so it is possible to use the Mach3 Turbo blades on a

Mach3 razor.

Mach3 Turbo Champion has a slightly different handle

design.

M3Power is a battery-powered version of the Mach3 Turbo

razor which can also be used with the power switched off. The

blades differ from Mach3 Turbo with a new coating which Gillette

describes as "PowerGlide".

The lubrication and microfins are identical to Mach3Turbo. The

Mach3 Power Nitro has a slightly different handle design.

Venus is a female version of the Mach3. Mach3 blades can

attach to a Venus handle and vice versa.

Venus Divine is a female version of the Mach3 Turbo.

Venus Vibrance is a female version of the M3Power. Venus

blades are interchangeable across the line.

Venus Embrace is a five-bladed razor with a ribbon of

moisture surrounding the blades.

Venus Breeze is a three-blade razor with shave gel bars built

into the head of the razor.

Another version of the Breeze, the Venus Spa Breeze, is

essentially the same as the Breeze, but with a white tea scent to the

shave gel bars.

Venus ProSkin MoistureRich, launched in January 2011 in

the United States, is an updated version of the Breeze, featuring

MoistureRich shave-gel bars that are enhanced with a triple blend

of body butters.

Gillette Fusion is a five-bladed razor released in 2006. The

Fusion has five blades on the front, and a single sixth blade on the

rear for precision trimming.

Gillette Fusion Power is a motorized version of the Fusion.

The Fusion Power is battery powered and emits "micropulses" that

are claimed to increase razor glide.

Fusion Power Phantom The Fusion Power Phantom (Stealth

in UK) was released in February 2007 and features a redesigned

handle with a darker color scheme than the original.

Fusion Power Phenom was released in February 2008. It

has a new blue and silver color scheme.

Fusion ProGlide and Fusion ProGlide Power were

launched on June 6, 2010 in North America.

The ProGlide series feature re-engineered blades with edges that

are thinner than Fusion and are finished with low-resistance

coating which allow the blades to glide more easily through hair.

Fusion Power Gamer (also known as "Cool White" in select

markets)

Gillette Mach 3

Parent Company Procter & Gamble

Category Personal Care Brands – Shaving

Sector FMCG

Tagline/ Slogan The best a man can get

USP

Good technology that entered early in the market

attracting loyal customers and developed its base

STP

Segment

Young males and males in the age group of 25-

44,

Target Group Males requiring good quality grooming products

Positioning

Triple blade razor with increased safety and easy

to use

SWOT Analysis

Strength

1. Triple blade razor – new technology attracting

users

2. Uranium coating – more life than other razors

and is Safe and easy to use, causes very less cuts

3. Aggressive advertising Provides quality and

innovation both to the users

Weakness

1.Costlier than other razors, everyday use item is

required to be cheaper

2. Not easily available, Mostly available in big

stores

3. Expensive brand maintenance

Opportunity

1.Consumer brand preference

2.Increased grooming of men has led to an

increase in demand of sophisticated products

3.Increasing demand for high quality products

with different technology

Threats

1.Growth in substitutes

2.Price sensitive market

3.Price wars with competitors

Competition

Competitors

1.Hindustan Unilever

2.Braun

3.Godrej

4.Park Avenue

Gillette Mach 3

Review

The Gillette Mach 3 triple-blade razor was introduced in 1998 to great

hype and fanfare. In a short time, it was flying off of store shelves. And

it's no wonder, as it is an excellent razor.A razor is only as good as it's

blade, and the Mach 3 blades are excellent. They're extremely sharp and

durable; I get more shaves out of a Mach 3 blade than any other blade

I've used. In front of the blades, 'micro-fins' are intended to help your

hair stand up straight. Behind the blades, a 'comfort strip' is intended to

soothe the skin. They seem to do their jobs, as the irritation level is

pretty low. The blades have an interesting 'open' design that makes them

easy to clean.The handle is different than most cartridge razors. It

changes the way pressure is applied to the blade when shaving, and in

my opinion makes it easier to shave without applying too much force to

the blade. This helps to reduce the chance of cuts, and reduces overall

irritation. The handle is also easy to grip.Since the Mach 3 was

originally released, Gillette has released various updates to the product,

including the Mach 3 Turbo and the M3Power. The updated versions

cost more than the original Mach 3, but in my opinion they don't add

enough to be worth the extra money. I'll take the original Mach 3 over

the 'improved' versions any day of the week.

CHAPTER-3OBJECTIVES

To know the satisfaction level of customers for Gillete shavers & other brands.

To know the acceptance level of customers.

CHAPTER-4

RESEARCH METHODOLOGY

Research Methodology is a careful investigation or inquiry specially for

search new facts in any branch of knowledge .the research word is

combined word of two words , first is ‘re’ and second is ‘search’ means

to search again. It is also a systematically solve the research problem. It

has many dimensions and research methods constitute a part of the

research methodology.

Thus when we talk about research methodology, we do not only

talk of the research methods but also consider the logic behind the

methods. We use in context of our research study, so that research

results are capable of being evaluated either by researcher himself or by

others.

The main function of research is to add new knowledge. In simple

words research can be defined as critical investigation search for truth

facts or for certainty.

RESEARCH DESIGN:

A research design is purely and simply the framework or plan for a study

that guides the collection and analysis of data. A good research design

has the characteristics, problem definition, specific method of data

collection& analysis, time required for research project and expenses to

be incurred.

Research Design is the arrangement of condition for collection and

analyzing data in a manner that aims to combined relevance to research

purpose with economy in procedure. The present project is an

exploratory type of research. It helps to gain a new insight in to the

problem.

Our project is based on exploratory research design.

Exploratory Research Design:

This is a preliminary phase and is absolutely essential in order to

obtain a proper definition of problem at hand. The major emphasis is on

the discovery of ideas and insights.

DATA COLLECTION METHOD

The report based on primary as well as secondary data. There are

two types of Data Collection which are used:

Primary Data:

Primary Data was collected through “SURVEY” using a structured questionnaire through which the research was able to get an insight in to the consumers mind and to learn about perception towards “SONY DVD PLAYER”.

Secondary Data:

Secondary data are the data that are already collected and are only

analyzed by different sources these sources are as follows:-

www.p&g.co.in

www.google.com

www.wikipedia.com

CHAPTER-5DATA ANALYSIS AND INTERPRETATION

1. Is Gillete shaver a smart choice?

Q

CHAPTER-6

FINDINGS

On the basis of customers reaction findings are as follows –

Gllete shaver is actually a smart choice.

Mostly are satisfied with its availability on stores.

Large percentage of customers are satisfied with its economy to higher class range of products.

Few are not satisfied with it ,may be because of lack of awareness or any other reason.

Findings from retailers -

Gillete shavers encroaching the market as well as customer’s interest undoubtedly.

Price range is optimum.It is- GILLETE -

Gillete Mach 3 – 125Rs. , Vector plus – 39Rs. ,Gillete guard – 18Rs. , Gillete 7 ‘O’clock – 35Rs. , Readyshaver – 17Rs.

Other competitors –

Super max – 45Rs.

Topaz – 18Rs.

Park Avenue – 45Rs.

CHAPTER-7

SUGGESTIONS, LIMITATIONS AND CONCLUSION

SUGGESTIONS

Although the sale of Gillete shavers is increasing but brand endorsing by any star (from cricket,bollywood,etc.) will certainly increase the sale percentage.

Gillete has to maintain their own retailing stores because direct reaching to the customers benefit both (customers & company).

Having complete range of price so more aggressive advertisement (specially in rural areas) will certainly increase its market share.

LIMITATIONS Observations may not be accurate because some of the

respondants not react properly. Limited sample size & working area also affected the accuracy.

CONCLUSIONAs I have worked in Sagar region ,so on the basis of the findings from customers Gillete shavers are certainly entering in the “interest house” of the customers with the help of its wide range of products & price. From findings we can clearly understood that in addition to quality Gillete is the most economic brand also. Most of the respondants using Gillete shavers with full satisfaction as well as recommending this product to their friends.

The base for the trust varying among customers – as may be its quality,wide range of price(economy to higher class), stylish design,etc. So, I want to conclude that the excellent existence of Gillete shavers in the market is itself vitnessing the customers satisfaction level.

BIBLIOGRAPHY & WEBLIOGRAPHY

Research methodology (C R Kothari) Wikipedia www.p&g.co.in Google