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Group C5
RURAL MARKETING
(Gillette Guard)
Sr. No. Roll No Name
1 2012070 Ankit Jha
2 2012072 Aparna Vohra
3 2012078 Himanshu Jain
4 2012097 Rachit Jain
5 2012085 Kunal Parmar
6 2012108 Shubham Agnihotri
7 2012117 Sunny Kohli
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The target market bottom pf the pyramid represents 70% of the c
population.
Hundred year old Double Edge razor technology was still being used in 80% o
households.
Gillette Guard was therefore developed keeping in mind the safety and affo
needs of the Indian Consumers
The Guard would serve as an entry-level product that could attract new custom
serve as a mechanism for some of those customers to eventually trade-up to
margin products, like the Mach3, or purchase compliment products like shaving
The strategy would double Gillette Indiassales revenue in three years.
Why P&G needed Gillette Gaurd
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Focus on Safety:
Single-blade system lined with a safety comb designed to prevent nicks and cu
Flexible pivoting razor head helps better manoeuvre the curves of the face a
and tackle the hair under the chindifficult areas for doubleedge for users
safely.
Easy to manoeuvre handle with a light weight, ribbed design offers with a e
one-handed control to prevent nicks and cuts.
Features of Gillette Gaurd
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In 2007 P&G sent a multi functional team to rural areas to get a first hand ex
of how rural India lived . And shaved.
. These men usually shaved while sitting on the floor, often in low-light con
with a cup of water and handheld mirror.
This, in conjunction with a cheap blade, easily led to nicks and cuts.
Intermittent access to water also meant that men did not shave everyd
needed a blade that could easily shave longer hair and be used with a
amount of water.
Research Methodology by P&G
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Gillette wanted to achieve a multiplier effect
per dollar of marketing spend on the Guard.This multiplier effect would rely on word-of-
mouth.
Large number of kiranas dispersed
throughout India would play an important
role. The small shops were the dominantretail outlet in rural areas and often played a
large role in influencing purchasing decisions.
Availability
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Gillett's own network in India reaches around 1.5 lakh plus outlets in 3600 to
addition to P&Gs existing distribution channel. Hub & Spoke Model with 20 hub cities and spokes are tier 2 and tier 3 cities.
Every city has only one franchisee distributor. These tier 2 and tier 3(spokes) cities
serve as feeder network.
Nagpur(Hub)
Gondia
Chandrapur
Hinganghat
Akola
Yeotmal
Amravati
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The model enables Guard to maximize its reach which ensure its availability t
masses for which the product was created. Packaging, sorting, accounting and POS promotions decisions are all done at t
level.
The product pricing is stringent and hence to maintain margins transportatio
have to be controlled which is ensured by the small number of roots.
Frequency of service is high to make sure that product is available all the time
target markets All scheduling activities are done at hub level.
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In 2010, the most popular double edge blade in India was the Super-Max bran
cost at most US$0.03 per blade.
The One-Rupee-Shave
The Guards blade cartridge was good for five shaves with each replacemen
costing about US$0.08a price equivalent to a sachet of shampoo or a small
toothpaste.
Through a deep understanding of the rural segment, Gillette designed, dev
manufactured and priced the Gillette Guard at US$0.33 per razor system and
per blade cartridge.
Affordability
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In 2010, the most popular double edge blade in India was the Super-Max bran
cost at most US$0.03 per blade.
The One-Rupee-Shave
The Guards blade cartridge was good for five shaves with each replacemen
costing about US$0.08a price equivalent to a sachet of shampoo or a small
toothpaste.
Through a deep understanding of the rural segment, Gillette designed, dev
manufactured and priced the Gillette Guard at US$0.33 per razor system and
per blade cartridge.
Affordability
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Affordability Analysis
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Awareness
Gillette adopted promotional and advertising campaigns unique to the Indian
and its consumers Packaging makes the low-price an eye-catcher, and shows a handsome young
man easily shaving himself. This, together with large Gillette branding, make a
compelling case
Within 3 months after it launched, Gillette Guard became the best-selling raz
India. Within the first 8 months of launch, 11 million men had tried Gillette G
Gillette Shave India movement http://www.youtube.com/watch?v=uffvu0aztAA - Ad
http://www.youtube.com/watch?v=pppAF4AtrGM- Demo
http://www.youtube.com/watch?v=HkL97eYUGcQ- Movie
http://www.youtube.com/watch?v=uffvu0aztAAhttp://www.youtube.com/watch?v=pppAF4AtrGMhttp://www.youtube.com/watch?v=HkL97eYUGcQhttp://www.youtube.com/watch?v=HkL97eYUGcQhttp://www.youtube.com/watch?v=pppAF4AtrGMhttp://www.youtube.com/watch?v=uffvu0aztAA8/13/2019 Rural C5 (3)
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But in 2002, its predecessor the Vector
was a massive flop after intense focus
grouping with MIT students rather than
India residents
To successfully sell products overseas,
particularly in developing markets,
companies must tweak them so they're
relevant to the people who live there
Field research by top executives.That,for me, was a big 'a-ha,' said Alberto
Carvalho, vice president, global Gillette, a
unit of P&G. I had never seen people
shaving like that.
The journey..
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What is Acceptability?
A series of pre defined standards related to the performance of an ind
product that enables someone to easily determine the capability to pe
its function within an acceptable range
Customer should think that they can buy the product by putting an ext
amount on that It should deliver a great solution to the customer, as perceived by cust
The customer should be happy by using the product and feel comfort,
should not be any hesitation to go for it again and again
Acceptability
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Indian men shave less frequently
Length of time to shave
Condition of shaving
Priorities focussed on not being cut and less on a clean shave
Westernisation of culture, Facial hair no longer identity symb
Cultural differences
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Reasons for success :
Go to the source,
Delight dont dilute,
Match the model to the market
Preferred 6 to 1 over standard double edged razor
74% of the men feel safer and have less cuts using the guard
Hold 49.1% of the market share, 12% increase from mach 3
Success of the guard
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Thank you
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