MARKET ANALYSIS OF GILLETTE INDIA LIMITED

A BREIF INTRODUCTION
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Incorporated on 9th February 1984 as Indian Shaving Company was jointly Promoted by (HOPE) and Gillette Became Subsidiary of P&G in 2005. Business Segments – Personal Grooming, Oral Care & Till date Gillette India has launched many innovative Captured a major market share in premium shaving care

Products Limited (ISPL)
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Company, U.S.A. (Gillette).
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Portable Power.
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products to capture Indian consumers.
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segment.

PERSONAL GROOMING INDUSTRY AN OUTLOOK
Indian Personal Care Market

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Estimated to be worth $ 4-bn. 20% Growth recorded in 2008. Gillette India recorded 16% Still in an infant stage. Opportunities for Gillette,

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Growth in 2008.
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Colgate Palmolive & others

GILLETTE INDIA LIMITED – THE

4P’S

PRODUCT PRICE PLACE PROMOTION

B us u n si s n e Se s s m S n e s g m e n

P e r s o n a l G r o o m i n g

PRODU
CT

s

PRODU
CT The BCG Matrix
Market Share

Market Growth

Razor s Oral B

Men Toiletries

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 R BASED FACE CREAM

PRICE
PREMIUM PRICING Sr. Products No. 1. Weight Price RLP*

Gillette Series 210 ml. Shave Gels (Cans) Gillette Series Shave Gels (Tubes) 30 gm.

249/-

222.32/-

2.

30/-

26.69/-

3.

Gillette Series 210 ml. 225/Ø All Products are in a premium (Foams) category Ø Pricing well above the industry average Ø Leveraging Consumer Loyalty

187.05

PLACE
Gond ia Chandrap ur Hingangh at Yeotm al

Gillette’s own network in India reaches 1 lakh outlets Nagpur in 3600 towns
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(Hub)

Now Using additional P&G distribution channel
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P&G Depot Akol a Amrav ati

Hub and spoke approach

20 hub cities and spokes are Tier 2 and Tier 3 cities
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The Spoke and the Hub Distribution Model of Gillette

PLACE
ADVANTAG ES

Distributor (C.G. Marketing) Area Sales Manager (P&G) - 1 Business Executive (C.G. Marketing) - 1 Sales Trainee Leader (C.G. Marketing)- 5 Distributor Sales Exe (C.G. Marketing)- 18 Visibility Captain (C.G. Marketing)- 17 Delivery Boys (C.G. Marketing)- 12

The small number of routes generally leads to more efficient use of transportation resources.
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Complicated operations, such as package sorting and accounting, can be carried out at the hub, rather than at every node.
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Spokes are simple, and new ones can be created easily.
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Customers may find the network more

PROMOTIO
N
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Strong and sustained advertisement all through out Gillette brand has high recognition rate

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Massive influence, recall and salience—reminder advertising
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Successful MACH3 launch campaigns

Focus on brand values, innovation and cutting edge technology
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AIM- to educate consumer on product advancements and improved shaving performance
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PROMOTIO
N
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PROMOTIONAL ACTIVITIES
Tie up with Rediff-on-the-Net ecommerce to market its product Tie up with ZAPAK for The India Gaming Championship 2009
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Endorsed by eminent sports personalities
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Used sports as a major promotional vehicle
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Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully
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PROMOTIO PROMOTI
N ON THE AIDA MODEL
ATTENTION- BY ADVERTISEMENT
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INTEREST- BY FEATURES

DESIRE-ADMIRATION BY OPPOSITE SEX
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ACTION- PURCHASING

RESEARCH OBJECTIVES
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Gauge brand recall for various Shaving Creams/Gels/Foams brands,

specifically Gillette.
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 To understand the Buying Intention of Gillette Shaving Gel and Foam

users.
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 To understand the brand loyalty of customers towards Shaving

Creams/Foams/Gels.
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 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
THE IMPLEMENTATION
Data Collection

Determinat Explorator ion y Research

Phase I Phase II Research) Phase III Research)

: Secondary Data Collection : Depth Interviews (Exploratory : Consumer Survey (Descriptive

Causes of Problems Descriptive 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

GILLETTE HAS THE HIGHEST BRAND LOYALTY

2

3

4

5

6

7

8

9

10

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 2: Ease of Use Keeps the skin soft Ingredients Fragrance Lather formation Availability in stores Offers/Discounts Brand name

Group 1: Price Stylish package design Antiseptic attribute Color of the cream/foam/gel Lather formation Availability in stores Offers/Discounts Brand name  

COMMON ATTRIBUTES

DATA ANALYSIS

FISHBEIN ANALYSIS

Avg. Attitude Perception Scores Towards Each Brands
12

10

8

Average Attitude

6

4

2

0

RECOMMENDAT IONS

ü

Launch Matured products like regular Foams & Razors in

neighboring countries.
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Launch Gillette Shaving Cream & Other Personal Grooming

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

Thank You !

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