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Strategy & Marketing Management: "Gillette Is The Global Leader in Male Toiletries Products"
Strategy & Marketing Management: "Gillette Is The Global Leader in Male Toiletries Products"
MANAGEMENT
UK
EUROPE ASIA
NORTH
AMERICA
SOUTH
AMERICA
AFRICA
AUSTRALIA
ORGANISATIONAL CHART
Gillette Company
Toiletries
MARKET GROWTH (%)
Blades &
Braun
Razors
Oral-B
Duracell
1.0
RMS
GLOBAL STRATEGY
• Corporate Objective
– global focus on consumer products
– global competitive advantage in quality, value added personal care/use
products
• Global Market
– competing in the triad markets (Europe, Japan, North and South America)
– industry concentration (SWOT Analysis)
– global market leadership in male and female grooming products
THE GILLETTE STRATEGY
• Global resources organised and deployed to achieve market leadership in all
their products
• to maintain and increase existing market share in male and female grooming
products
• Corporate Strategy
– aggressive research and advertising
– strategic diversification e g mergers & acquisitions
– new product developments (invest in technology and product innovation)
– focus on core competencies
– maximise e-commerce opportunities
– build strong product portfolio
MERGER & ACQUISITION
STRATEGY
• Diversification - make or buy decisions
Sales
5000 Duracell Products
largest increase of sales of 10% 4000 Toiletries
Blades & Razors
from 1999 - 2000 3000
2000
Profit $Millions
Braun Products
• Oral B’s profit only increased by 3% 1500 Oral-B Products
even though sales increased by 10%, Duracell Products
this was due to higher marketing 1000 Toiletries
expenses Blades & Razors
Grooming
Male & Female
Systems
Replacement
Blades
£m %
•Systems 102 64
•Disposable 39 25
•Replacement Blades 17 11
• Sensitive • Extra II
• Twin Select Sensitive Skin • FX Diamond
• Twin Lady Shaver • Lady Protector+
• Twin Select Silky Touch • Protector 3D Diamond
• Softwin • Xtreme 3
• Softwin for Women
UK MARKET SHARE FOR
BLADES & RAZOR (1998)
11%
9% Gillette
Wilkinson Sword
55% BiC
25% Own Label
Price
Wilkinson
Gillette
BiC
Own Labels
Quality
BLADES & RAZORS STRATEGY
• Innovation through Research & Development
250
200
150
100
50
0
1994
1995
1996
1998
1999
2000*
2001*
2002*
2003*
1997
10000
8000
6000 Gillette
4000 Wilkinson Sword
2000 BiC
0
1994
1995
1996
1997
1998
1999
Value £000
2500
2000 is 16% 2000
sales
1500 profit
– 5% 1999 and 11% 2000 1000
500
0
• Gillette attributes the increase y1998 y1999 y2000
in sales and profits primarily to Year
the sales growth of the Mach 3
in North America, Europe and
Latin America.
PORTERS FIVE FORCES MODEL
Blades & Razors
Potential Entrants
Barrier to entry -
customer loyalty,
high set-up costs.
Substitutes
Electric razors - Gillette already
competitive (Braun).
Clever marketing - not socially
acceptable not to shave.