Gillete

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““STRATEGIC MANAGEMENT”STRATEGIC MANAGEMENT”

To: Dr.Banashree DeyTo: Dr.Banashree Dey

TEAM MEMBERSTEAM MEMBERS

1.Vinay 1.Vinay

2.Amresh 2.Amresh

3.Ankit Kumar Yadav 3.Ankit Kumar Yadav

4.Amit4.Amit

5.Sangram 5.Sangram

“GILLETTE IS THE GLOBAL LEADER IN MALE TOILETRIES

PRODUCTS”

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INTRODUCTIONINTRODUCTION

• The company established by King C. Gillette on 28 September The company established by King C. Gillette on 28 September 1901 in Boston.1901 in Boston.

• Initially it was American Safety Razor Company.Initially it was American Safety Razor Company.

• The invention of Razor was patented in 1904.The invention of Razor was patented in 1904.

• In 1952, its name changed to The Gillette Company.In 1952, its name changed to The Gillette Company.

• In India, co. established on 9In India, co. established on 9thth February 1984, in Rajasthan as February 1984, in Rajasthan as Razor Blades and Shaving SystemsRazor Blades and Shaving Systems

• Jointly promoted by House of Poddar Enterprises and Gillette co.Jointly promoted by House of Poddar Enterprises and Gillette co.

• Now it is called as Gillette India Ltd.Now it is called as Gillette India Ltd.

• Chairman of GIL. Is Shri S.K.Poddar and Managing Director is ShriChairman of GIL. Is Shri S.K.Poddar and Managing Director is Shri

Zubair Ahmed.Zubair Ahmed. The board has ten members, two of them are foreign nationals.The board has ten members, two of them are foreign nationals.

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Mission and Vision of GilletteMission and Vision of Gillette

• Mission.Mission.• The Gillette Co. is a globally focused consumer products The Gillette Co. is a globally focused consumer products

marketers that seeks competitive advantage in quality, value-marketers that seeks competitive advantage in quality, value-added personal care and personal use products. We are added personal care and personal use products. We are committed to building shareholder value through sustained committed to building shareholder value through sustained profitable growth.profitable growth.

• Vision.Vision.• ““To build total brand value by innovating to deliver consumer To build total brand value by innovating to deliver consumer

value and customer leadership faster, better and more value and customer leadership faster, better and more

completely than our competition”. completely than our competition”.

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PRODUCT RANGEPRODUCT RANGEGillette has a healthy product line which also shows its innovation.

1. It has good range of Razors like- Mach3, Atra Plus, Twin blade, Sensor Excel, good news disposable twin blade etc.2. Gillette introduced its revolutionary technology as DEODORANTS in 1960.

3. It introduced shaving cream in1940, then after shaving gels, shaving foams.

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PRODUCT RANGE PRODUCT RANGE cont’d.cont’d. 4.Acquired Oral-B Lab Inc. in 1984 and jumped in dental instruments.

5.‘Daisy,’ a shaver for women(1974).

6. Duracell Ultra Powercheck AA batteries.

7. Cosmetics (1974).

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CORE VALUESCORE VALUES• Achievement

• Integrity

• Collaboration

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INDIAN MARKET SHARE FOR BLADES & RAZOR

(2008)

55%25%

9%`11%

GilletteWilkinson Sword

BiC

LOCAL BRANDS

99

TOTAL INDIAN MARKET TOTAL INDIAN MARKET SHARE.SHARE.

DURACELL PRODUCTS

SHAVE PRODUCTS

India.

%

•Toiletries 64

•Shave Products 25

•Duracell Products 11

TOILETRIES

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COMPETITORS (GLOBAL)COMPETITORS (GLOBAL)

In In Razors SchickRazors Schick WilkinsonWilkinson American Safety RazorAmerican Safety Razor Pens PapermatePens Papermate BicBic S T DuPontS T DuPont

Tooth Brush ColgateTooth Brush Colgate UnileverUnilever Other local brandsOther local brands

Batteries PanasonicBatteries Panasonic KodakKodak MaxellMaxell Energizer Energizer

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STRATEGY ADOPETED BY GILLETTE STRATEGY ADOPETED BY GILLETTE INDIAINDIA

• Focus on core competenciesFocus on core competencies

• Focus on branding across price lineFocus on branding across price line

• Innovation of disposable razor-Innovation of disposable razor-Gillette prestoGillette presto

• Product specific advertisementProduct specific advertisement

• Brand coverageBrand coverage

• Prioritizing product lines and Prioritizing product lines and focusing on profitable linesfocusing on profitable lines

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FUTURE PLANS OF GILLETTE INDIAFUTURE PLANS OF GILLETTE INDIA

Gillette India plans to import the complete range of alkaline batteries from Duracell units worldwide while continuing to focus on the premium blades and shaving systems market

Planning to conduct a ‘Dentist Education Awareness Programme’ to explain the benefits of power toothbrushes. It includes providing better oral hygiene and superior cleaning compared to the manual brush.

Gillette India plans to aggressively increase its business over the next few years by introducing more products into the Indian market at various price point

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SWOTSWOT

STRENGTHSTRENGTHa. World’s No 1 in the shaving sector.a. World’s No 1 in the shaving sector.b. Strong and innovative historyb. Strong and innovative historyc. 5 billion dollar brandsc. 5 billion dollar brandsd. Strong R& D teamd. Strong R& D teame. Known for its Guy’s products. e. Known for its Guy’s products. F. F. Aggressive Advertising

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WEAKNESSWEAKNESS

a. No existence in developing countries a. No existence in developing countries like chinalike chinab. b. Expensive Brand Maintenance

OPPORTUNITYOPPORTUNITYa. Has a feel of the women’s shaving a. Has a feel of the women’s shaving marketmarketb. Greater brand recall Power b. Greater brand recall Power c.c.Changing Societal Attitudes Changing Societal Attitudes

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THREATSTHREATS

a. Too many local players coming up a. Too many local players coming up with cheaper productswith cheaper productsb. P&G + GILLETTEb. P&G + GILLETTEc. c. Growth in Substitutes

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Financial progressFinancial progress

JUN 09JUN 09

Net worth 490 Net worth 490 crcr

Investments 00 Investments 00 crcr

Net current assests Net current assests 399cr399cr

Total assests 490crTotal assests 490cr

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P & G to buy GilletteP & G to buy Gillette

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IssuesIssues

2020

Thank YouThank You

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QueriesQueries