CASE Presentation:

HISTORY
 Founded by King C. Gillette in 1901 as a safety razor manufacturer at
Boston, Massachusetts
 1st patented safety razor in 1904
 Entered the India Market in 1984 in a JV with HOPE
 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
GILLETTE WORLDWIDE MANUFACTURING
SUBSIDIARIES : -

UK
EUROPE ASIA
NORTH
AMERICA

SOUTH
AMERICA
AFRICA
AUSTRALIA
 ORGANISATIONAL CHART

Gillette Company

Global Business Management Commercial Operations

Grooming Western Hemisphere Eastern Hemisphere

(Blades & Razors)

Portable Power North America Western Europe

(Duracell)

Braun Latin America Africa

(Electrical Appliances) Middle East
Eastern Europe

Oral Care Asia

(Oral B Brand) Pacific
 Gillette
Products

SHAVING PERSONAL CARE DURACELL ORAL B BRAUN

BATTERIES APPLIANCES
SHAVING GELS AND GENARAL USE MANUAL
MEN BRAUN KITCHEN
FOAMS BATTERIES TOOTHBRUSHES APPLIANCES
ADVANTAGE
GILLETTE SERIESE COPPER TOP INDICATOR
MACH 3 BRAUN HAIR CARE
SATIN CARE ULTRA CROSS ACTION
MACH 3 TOURBO EPILATION
SENSOR PRISMATIC STAGES
SENSOR EXCEL ANTIPERSPIRANTS POWER
AND DEODRANTS SPECIALITY BATTERIES TOOTHBRUSHES BARUN STEAM IRONS

WOMEN GILLETTE SERISE PHOTO 3D EXCEL

RIGHT GUARD HEARING AID 3 D PULSATING
SOFT & DRI CAMCORDER CROSS ACTION KIDS PERSONAL
VENUS DIOGONASTIC
SENSOR DRY IDEA WATCH
ELECTRONICS FLOSS AND
DAISY
HOME MEDICAL INTERDENTAL

SATIN floss
ULTRAFLOSS
ESSENTIAL FLOSS
SUPER FLOSS
ORTHODENTIC

TOOTHPASTE AND
MOUTH RINSE
 PORTERS FIVE FORCES MODEL
Blades & Razors

Potential Entrants
Barrier to entry -
customer loyalty,
high set-up costs.

Suppliers Industry Buyers

Global Competitors Retailers power
economies of Strong image, increasing.
scale keep Brand Loyalty, and
suppliers prices Innovative R&D.
low.

Substitutes
Electric razors - Gillette
already competitive (Braun).
Clever marketing - not
socially acceptable not to
shave.
 Gillette vs. Schick
1) The Gillette Sensor: twin blades with spring-loaded action
2) The Gillette Sensor Excel: twin blades with micro-fins
3) The Gillette Mach3: THREE blades!
(Schick's falling behind, so they unveil the...)
4) The Schick XTreme3: three FLEXIBLE blades!
5) The Gillette Mach3 Turbo: three blades, TEN micro-fins, improved
lubrication!
(Schick fights back with the...)
6) Quattro: FOUR blades!
(Gillette retaliates with the...)
7) the Gillette MP3 Power: battery-powered three blades!
8) the Schick Quattro Power: four battery-powered blades!
(Gillette brings.)
9) the Gillette Fusion: freaking Five blades!!!!
(Before Schick can beat it to the punch...)
10) the Gillette Fusion Power: battery-powered five blades!!!!
 Competition and Product
Men’s Product

Schick Gillette BIC

Quattro Power ($11.99) Fusion Power ($11.99) Comfort 3

4 for $10.49 4 for $14.29
$4.29 for 4
8 for $19.99 8 for $28.99
Comfort Twin
Quattro Titanium ($8.99) Fusion($9.99) Sensitive $ 5.29
4 for $10.99 4 for $12.99 for 10
8 for $23.99
Quattro Power ($8.99) M3 Power Nitro ($11.99) Sensitive $3.29
4 for $9.29
8 for $16.99 for 12
Mach3 Turbo ($8.99)

Mach3 ($8.29)
 STRENGTHS WEAKNESSES

Market Leader Long Development

Strong Brand Image/ Cycles
Brand loyalty Relatively Static
Global Presence Market Growth
Aggressive Heavy Dependence
Advertising on Retail Outlets
Quality & Innovation Expensive Brand
Portfolio Range Maintenance

Demographic Changes New Competitors

Changing Societal Attitudes
Consumer Brand
Cloning of Successful
Preference brands
Demand for High Quality Increasing Buyer
New Production Power
Technology
Increased Grooming Growth in Substitutes
Sophistication Economic Downturn

OPPORTUNITIES THREATS
THANK YOU..!!!

PRESENTED BY:
GROUP - 1