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LAHORE UNIVERSITY OF MANAGEMENT SCIENCES

SULEMAN DAWOOD SCHOOL OF BUSINESS

PAKIST
AN RESEARCH PLAN – GILLETTE RAZORS

Global Strategy Project

Course: International Marketing


Instructor: Dr. Irfan Butt

Submitted By: Asad Malik, Mutahir Mahmood


Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan

TABLE OF CONTENTS
TABLE OF CONTENTS.....................................................................................................2
OBJECTIVE .......................................................................................................................3
METHODOLOGY & SOURCES OF INFORMATION....................................................3
PROJECT GANTT CHART ...............................................................................................4
PRIMARY RESEARCH.....................................................................................................5
Interview of Brand Manager of Gillette in Pakistan........................................................5
Interviews of LUMS MBA students who are Ex-P&G employees ................................6
Market Visits....................................................................................................................6
Focus Group Study..........................................................................................................6
SECONDARY RESEARCH...............................................................................................6
Company Website............................................................................................................6
Annual Report..................................................................................................................6
Case Studies.....................................................................................................................7
Research Reports – AC Nielsen.......................................................................................7
Local Advertisements......................................................................................................7

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Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan

RESEARCH PLAN – GILLETTE RAZORS

OBJECTIVE

The global strategy project is the first of its kind whereby students from universities of
three different countries will collaborate to analyze the strategy of a particular brand – in
our case Gillette. The purpose of this brief is to serve as the starting point of the
international marketing project in collaboration with French and US students. It provides
an overview of our research methodology, information sources, and project timeline. As a
next step, this methodology will be shared with our international team members and we
shall then proceed with a mutually agreed upon plan of action.

METHODOLOGY & SOURCES OF INFORMATION

Corporate Secondary Research Primary Research


Overview / Global
Corporate History • Gillette website and

and Financial online information

Performance • http://www.gillette.com/la
nguage/index.shtml

Brand History • Company Website • Gillette Brand


• http://www.gillette.com/e Manager (P&G,
n-US Pakistan)
• www.brandrepublic.com • LUMS students who
have worked for P&G
will prove to be a
wealth of information
for our project

Comparative • Market visits &

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Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan

Market Overview interviews with


retailers, distributors
and wholesalers
Key Market Share • Interview with retailers / • Company
and Competitors in modern trade asking about documents / annual
each country which brand sells the most reports / financial
and why statements
Consumer • AC Neilson Report on
Information / “Pakistan Urban
Habits and Establishment 2009”
Preferences /
Market Size etc.
Category and • Online Information
Brand Promotion Gillette Case Study -
http://www.brandrepublic.
com/news/229348/superbr
ands-case-studies-gillette/
• www.brandchannel.com
• www.researchandmarkets.
com/.../gillette_fusion_cas
e_study_developing_a_us
1.pdf

Marketing Strategy • http://www.slideshare.net/


rupakfeb7/gillette-final
• http://findarticles.com/p/ar
ticles/mi_m1038/is_n5_v3
9/ai_18736459/pg_4/

PROJECT GANTT CHART

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Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan

PROJECT TIME LINE

Task Time Line


Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

TeamBuilding
Project Proposal
Global / Market Overview
Pakistan
France
USA
InterimReport
Country Category and Brand
Pakistan
France
USA
Final Report & Presentation

PRIMARY RESEARCH

Interview of Brand Manager of Gillette in Pakistan


We will begin our primary research by conducting an in-depth interview of the brand
manager of Gillette at Procter & Gamble Pakistan. The type of information that we will
try to obtain from this interviews includes; current and strategy of Gillette in Pakistan,
competitive scenario, market share, industry trends, etc.

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Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan

Interviews of LUMS MBA students who are Ex-P&G employees


In order to supplement the information obtained from the Gillette brand manager we will
conduct further interviews of Ex-P&G employees who are currently pursuing their MBA
from LUMS. They will prove to be a valuable source of information and guidance for the
project.

Market Visits
We will be conducting market visits to retailers and wholesalers of Gillette in order to see
first-hand the competitive scenario in the market place; what are the competitive
offerings, price structures, distribution, etc.

Focus Group Study


In this phase we will conduct a few focus group sessions will young male users of
Gillette products in order to understand the customer’s perceptions of the brand equity
and product quality of Gillette.

Note: Given the limited time frame in the Pakistani module of the global strategy project
it will not be possible for us to conduct a consumer survey.

SECONDARY RESEARCH

Company Website
We will be taking out key company information from the website. This information will
include the corporate overview, history, brand evolution, financial performance, etc. This
will be our first source of information and will help to build on all other information
sources .

Annual Report
The company annual will serve to be a very useful tool in assessing the recent
performance of the brand and the category.

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Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan

Case Studies
Next we will also be studying past case studies written on Gillette which will help us in
understanding the brand philosophy and supplement our findings from the company’s
website and other internet sources. These case studies will also shed some light on the
brand promotion strategy being carried out globally for Gillette.

Research Reports – AC Nielsen


We have managed to obtain a research report by Ac Nielsen on the Pakistani Urban
market. This report will give us key insights on the consumer habits, buying behavior and
market size of razors in Pakistan.

Local Advertisements
In order to study the local advertising focus of Gillette we will be looking up the
recent/part television and print advertisements. This will cover the advertising and
promotions aspect of the project.

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