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MARKET ANALYSIS

OF
GILLETTE INDIA
LIMITED
A BREIF
INTRODUCTION
q
Incorporated on 9th February 1984 as Indian Shaving
Products Limited (ISPL)
q Company was jointly Promoted by (HOPE) and Gillette
Company, U.S.A. (Gillette).
q Became Subsidiary of P&G in 2005.
q Business Segments – Personal Grooming, Oral Care &
Portable Power.
q Till date Gillette India has launched many innovative
products to capture Indian consumers.
q Captured a major market share in premium shaving care
segment.
PERSONAL GROOMING
INDUSTRY
AN OUTLOOK

Indian Personal Care


Market q Estimated to be worth $ 4-bn.
q 20% Growth recorded in 2008.
q Gillette India recorded 16%
Growth in 2008.
q Still in an infant stage.
q Opportunities for Gillette,
Colgate Palmolive & others
GILLETTE INDIA LIMITED –
THE 4P’S
PRODUCT
PRICE
PLACE
PROMOTION
B ● P

PRODU
us
u e
r
n
si s
ns o
e n
Se
s
s
a
l CT
m
S G
n
e r
s o
g
o
m m
e i
n n
g
s
PRODU
CT The BCG
Matrix
Market
Share

Razor Men
Growth
Market

s Toiletries

Oral
B

Durace
ll
PRODU
CT

6 VARIANTS IN SHAVING GELS


(Metallic Cylinders)
Sensitive Skin, Moisturizing, Extra
Comfort,
Cool Cleansing, Pure & Sensitive and
Protection.
Size: 210 ml.
3 VARIANTS IN SHAVING GELS
(TUBES)
Sensitive Skin, Moisturizing, & Ultra
Conditioning

4 VARIANTS IN SHAVING FOAMS


(Metallic Cylinders)
Sensitive Skin, Pure & Sensitive,
Conditioning &
Cool Cleansing
PRODU
CT
POTENTIAL
PRODUCT
AUGMENTED
PRODUCT
EXPECTED
PRODUCT
BASIC
PRODUCT
CORE
BENEFIT
LOOK
GOOD
SHAVING
WITH
CREAM
MOISTURISE
GEL
RBASED
FACE
CREAM
PRICE

PREMIUM
PRICING
Sr. Products Weight Price RLP*
No.

1. Gillette Series 210 ml. 249/- 222.32/-


Shave Gels (Cans)

2. Gillette Series 30 gm. 30/- 26.69/-


Shave Gels
(Tubes)
3. Gillette Series 210 ml. 225/- 187.05
Ø All(Foams)
Products are in a premium
category
Ø Pricing well above the industry

average
Ø Leveraging Consumer Loyalty
PLACE
Gond
ia Chandrap
ur

Hingangh
at
§Gillette’s own network in
India reaches 1 lakh outlets
in 3600 towns Nagpur Yeotm
(Hub) al
§Now Using additional P&G P&G
distribution channel Depot

§ Hub and spoke approach Akol


a
§20 hub cities and spokes
are Tier 2 and Tier 3 cities Amrav
ati

The Spoke and the Hub


Distribution Model of Gillette
PLACE Distributor

(C.G.
Marketing)

Area Sales
Manager

(P&G) - 1

Business
ADVANTAG Executive

ES (C.G.
Marketing) - 1
§The small number of routes generally Sales Trainee
leads to more efficient use of Leader

transportation resources. (C.G.


Marketing)- 5

Distributor
§Complicated operations, such as package Sales Exe

(C.G.
sorting and accounting, can be carried out Marketing)- 18

at the hub, rather than at every node. Visibility


Captain

(C.G.
Spokes are simple, and new ones can be
§ Marketing)- 17

created easily. Delivery Boys

(C.G.
Marketing)- 12

Customers may find the network more


§
PROMOTIO
N

§
Strong and sustained advertisement all through out

§ Gillette brand has high recognition rate

§Massive influence, recall and salience—reminder


advertising

§ Successful MACH3 launch campaigns

§Focus on brand values, innovation and cutting edge


technology

§AIM- to educate consumer on product


advancements and improved shaving performance
PROMOTIO
N
PROMOTIONAL
ACTIVITIES
Tie up with Rediff-on-the-Net e-
§

commerce to market its product

§Tie up with ZAPAK for The India


Gaming Championship 2009

§Endorsed by eminent sports


personalities

§Used sports as a major promotional


vehicle

§Soccer Saturday sponsorship launched


MACH 3, Turbo and M3 Power
successfully
P
PROMOTIO
ROMOTI
N
ON THE AIDA
MODEL
ATTENTION- BY
§

ADVERTISEMENT

§ INTEREST- BY FEATURES

§DESIRE-ADMIRATION BY
OPPOSITE SEX

§ ACTION- PURCHASING
RESEARCH
OBJECTIVES
q
Gauge brand recall for various Shaving Creams/Gels/Foams brands,

specifically Gillette.

q  To understand the Buying Intention of Gillette Shaving Gel and Foam

users.

q  To understand the brand loyalty of customers towards Shaving

Creams/Foams/Gels.

q  Identify how Gillette India can become Market leader in Shaving

Creams/Gels/Foams
HYPOTHE
SES

The Two Hypotheses made in the beginning of the study were:

1. Gillette Is The Most Renowned Brand In Shaving Product


Market In India.

1. Gillette Can Become A Market Leader In Shaving Product


Market In India.
RESEARCH
DESIGN
Problem
Determinat
Explorator
ion
THE y
IMPLEMENTATION Research
Data Collection
Phase I : Secondary Data Collection
Phase II : Depth Interviews (Exploratory Causes of
Problems
Research) Descriptive
Phase III : Consumer Survey (Descriptive Research
Research)

Answers to
Problems
SAMPLING
TECHNIQUE

The Universe of the Sample:


All People aged 18 to 70 years of Nagpur were randomly
selected, who have purchased Shaving Cream/Gel/Foam.
The Sampling Frame:
Shopping Malls, Men’s Parlors, Residential Areas and other
public places like Restaurants.
The Sample Size: 100.
DATA
ANALYSIS
BRAND
RECALL

0 2 4 6 8 10 12

GILLETTE HAS THE HIGHEST


BRAND RECALL
DATA
ANALYSIS
BRAND
LOYALTY

0 1 2 3 4 5 6 7 8 9 10
GILLETTE HAS THE HIGHEST
BRAND LOYALTY
DATA
ANALYSIS
PREFERRED
BRAND

0 1 2 3 4 5 6 7 8 9 10

GILLETTE EMERGED AS THE MOST


PREFERRED BRANDS
DATA
ANALYSIS
BRAND
SATISFACTION
Brand Satisfaction of Gillette
DATA
ANALYSIS
BUYING
INTENTION
Group 1: Group 2:
Price Ease of Use
Stylish package design Keeps the skin soft
Antiseptic attribute Ingredients
Color of the Fragrance
cream/foam/gel Lather formation
Lather formation Availability in stores
Availability in stores Offers/Discounts
Offers/Discounts Brand name
Brand name
 

COMMON
ATTRIBUTES
DATA
ANALYSIS
FISHBEIN
ANALYSIS
Avg. Attitude Perception Scores Towards Each Brands
12

10

Average Attitude 6

0
RECOMMENDAT
IONS

ü Launch Matured products like regular Foams & Razors in

neighboring countries.

ü Launch Gillette Shaving Cream & Other Personal Grooming

Products.

ü Promote Gillette Shaving Cream / Gel / Foam more aggressively.


Thank You !