Marketing Strategies for New Product Launch- Gillette

NEW PRODUCT LAUNCH by- Sanket Vadkhalkar Marketing Head

HOW OFTEN DO YOU SHAVE?

9%

28%

9%35%

19%

Frequency

Alternate daysEvery 3-4 daysTwice a weekOnce a weekOnce in 2 weeks

DO YOU USE AN ELECTRIC SHAVER?

31%

69%

YESNO

GILLETTE INDIA LIMITED – THE 4P’SPRODUCT

PRICE

PROMOTION

PLACE

PRODUCT

Gillette EAZY… for hassle free shaveShave on the goRechargeable batteryPortableEasy to use

PRICE

RS 1999/- PLACE

All LEADING RETAILERS Tie-ups with E-COMMERCE websites

PROMOTION

Gillette EAZY has exclusively

partnered with Super Man

PROMOTION Introductory offer for just Rs 1599/- Endorsement by eminent personalities

Gillette “SHAVE SUTRA” movement

E-Commerce websites (NEW for OLD)

PROMOTION

Promotional stalls across major mall in the country

Print Ads Hoardings

SEGMENTATION

TARGETING

POSITIONING

GEOGRAPHIC

•Metro Cities•Town

Demographic

•Gender- Male•Age- 25-45•Income- middle income group and above

BEHAVIORAL

•user status- regular

1. SEGMENTATION

2. TARGETING

Differentiated Marketing

FOCUS: Targeted at 69% of the population who do not use an electric

shaver. APPEAL: Comfortable hassle free shave. RELY ON: Creating more sales by making 63% of the

population who shaves 3-4 days to once in a week shave regularly.

3. POSITIONING Premium shaving experience now on a

click of a button

CONSUMER BEHAVIOURo WHAT: Electric hassle free shaver

o WHY: Budding grooming needs of men

o WHO: Meno HOW: Cash, Credit Cardo WHEN: One time purchaseo WHERE: Retail outlets, E-Commerce

websites

STRENGTHS Creativity and R&D

investment Product availability

Nationwide People Reliance on

Quality of Product Strong marketing and

advertising Strong brand loyalty Market Leader

SWOT ANALYSIS

Highly dependent on core business 

Expensive brand maintenance

Heavy Dependence on Retail Outlets

Gillette has multiple blade and razor systems

WEAKNESS

OPPORTUNITIES Use of e-commerce Increased Grooming,

changes in societal attitudes and consumer brand preference

New product launches Increasing buying Power Demand for high quality

products Still an infant industry in

India with huge scope for growth in future

THREATS

New Competitors Growth in number of

substitutes Traditional shaving

method Economic downturn Cloning of successful

brands

Truly, Gillette is the best a man can get!

THANK YOU