NAME – TEJAS R. JADHAV ROLL NO. – 22 MARKETING MANAGEMENT SASMIRA’S INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
NAME – TEJAS R. JADHAV
ROLL NO. – 22
MARKETING MANAGEMENT
SASMIRA’S INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
PRODUCT - GILLETTE
Founded by King C. Gillette in 1901 as a safety razor manufacturer
1st patented safety razor in 1904
Entered the India Market in 1984
Merged with Duracell (India) Pvt. Ltd. and Wilkinson Sword India Ltd.
Sold off to P&G in 2005
Famous for its shaving and personal care products
Also makes brands like Oral-B, Braun, Duracell batteries, Luxor and Parker pens
HISTORY
CEO – ALAN GEORGE LAFLEY• Alan George "A.G." Lafley (born June 13, 1947) is the
Chairman of the Board, President, and Chief Executive Officer of Procter & Gamble. Originally retired in 2010, he rejoined the Company on May 23, 2013.
• As CEO, Lafley is credited with revitalizing P&G under the mantra “Consumer is Boss,” with a focus on billion dollar brands like Crest, Tide, and Pampers.But he also brought in several new brands, like Swiffer and Febreze, by merging P&G’s internal resources.
• Prior to rejoining P&G in 2013, Lafley consulted on business and innovation strategy, advising on CEO succession and executive leadership development, and coaching experienced, new, and potential CEOs.
31%
69%
SALES
RAZOR AND SHAVING CREAM
OTHERS
SHAVING CATEGORY
SHAVING
MEN
PERSONAL CARE
DURACELLBATTERIES
ORAL BBRAUN
APPLIANCES
BRAUN KITCHEN APPLIANCES
BRAUN HAIR CARE EPILATION
BARUN STEAM IRONS
PERSONALDIOGONASTIC
MANUALTOOTHBRUSHES
ADVANTAGEINDICATORCROSS ACTIONSTAGES
POWERTOOTHBRUSHES
3D EXCEL3 D PULSATINGCROSS ACTION KIDS
FLOSS AND INTERDENTAL
SATIN flossULTRAFLOSSESSENTIAL FLOSSSUPER FLOSSORTHODENTIC
TOOTHPASTE ANDMOUTH RINSE
GENARAL USE BATTERIES
COPPER TOPULTRAPRISMATIC
SPECIALITY BATTERIES
PHOTOHEARING AIDCAMCORDERWATCHELECTRONICSHOME MEDICAL
SHAVING GELS AND FOAMS
GILLETTE SERISESATIN CARE
ANTIPERSPIRANTSAND DEODRANTS
GILLETTE SERISERIGHT GUARDSOFT & DRIDRY IDEA
MACH 3MACH 3 TOURBOSENSORSENSOR EXCEL
WOMEN
VENUSSENSORDAISY
PRODUCT
GILLETTECREAM GILLETTE
GELGILLETTE
FOAM
PRODUCT DIFFERENTIATION
FORM
FEATURES
7O’CLOCK(SINGLE BLADE)
MACH2(DOUBLE
BLADE RAZOR)
MACH3(TRIPLE BLADE
RAZOR)
FUSION(5 BLADE RAZOR)
-
PRICING
RAZOR•GILLETTE VECTOR PLUS RAZOR – Rs. 39•GILLETTE MACH 3 RAZOR – Rs. 124•GILLETTE MACH 3 TURBO RAZOR – Rs. 149•GILLETTE VENUS RAZOR – Rs. 199•GILLETTE FUSION RAZOR – Rs. 299
GEL•GILLETTE GEL – Rs. 53
AFTER SHAVE•GILLETTE AFTER SHAVE – Rs. 260
Gillette’s own network in India reaches 1 lakh outlets in 3600 towns
Now Using additional P&G distribution channel
Selling all over India
PLACE
Strong and sustained advertisement all through out
Gillette brand has high recognition rate
Massive influence, recall and salience—reminder advertising
Successful MACH3 launch campaigns
Focus on brand values, innovation and cutting edge technology
AIM- to educate consumer on product advancements and improved shaving performance
PROMOTION
Tie up with Rediff-on-the-Net e-commerce to market its product
Tie up with zapak.com
Endorsed by eminent sports personalities like Roger Federer, Tiger Woods, Rahul Dravid
Used sports as a major promotional vehicle
Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully
PROMOTIONAL ACTIVITIES
GILLETTE STRATEGY
Gillette created a safety razor that used disposable blades. Initially, the razor was expensive, and after some years when the patent on the razor expired, Gillette realized that the more Gillette razors that were in the hands of potential buyers, the more blades he would sell. Therefore, Gillette started selling the razors at a lower price to increase the demand for blades, which carried a much higher gross profit margin than the razors. His product model became(1) give away the razor (or sell it at a low price) to get it into the hands of as many people as possible and (2) make the “big money” from selling high-margin replacement blades.
SWOT ANALYSIS
STENGTHS•LONG STANDING HISTORY•MARKET LEADER•AGGRESSIVE ADVERTISING•BRAND IMAGE & BRAND EQUITY•STRONG BRAND NAME
OPPORTUNITIES•IMPORTANCE OF PERSONAL HYGIENE•INCREASED GROOMING•FASHION LOOK•DEMAND FOR HIGH QUALITY
WEAKNESSES•VERY HIGH COST•MANUAL PRODUCTS ONLY•LIMITED PRODUCTS FOR WOMEN
THREATS•MANUFACTURING PRICES INCREASES•LOWER COST PRODUCTS•NEW COMPETITORS•ECONOMIC DOWNTURN