Gillette

Group No.-14
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Sanjeev Agrawal Pankaj Kamboj Lokesh Agrawal Soumitra Biswas Rahul Verma Durga Prasad Smriti Verma Kesha Seema Devi

THE GILLETTE COMPANY
‡1895 Founded by King C Gillette with William Nickerson in Boston, U.S. ‡ It was acquired by Procter & Gamble on 1st October, 2005

GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES

UK EUROPE NORTH AMERICA

ASIA

SOUTH AMERICA AFRICA AUSTRALIA

GILLETTE PRODUCT RANGE

Business Segments
Gillette

Personal Grooming products

Portable Power Products

Oral Care Products

Turnover

STRENGTHS
Strong Brand Image Quality and Innovation Aggressive Advertising Global presence

WEAKNESS
‡ Long Development Cycles ‡ Expensive Brand Maintenance

OPPORTUNITIES
‡ New Production Technology ‡ Consumer Brand Preference ‡ Changing Societal Attitudes

THREATS
‡ New Competitors ‡ Economic Downturn

MACH3 TURBO
‡ Mach 3 triple-blade razor was introduced in 1998 to great hype and fanfare. ‡Extremely sharp and durable ‡Gillette (72% market share world-wide in the razor industry) ‡Mach3 three-blade razor has 45% of it

BLADES & RAZORS STRATEGY

‡ Premium Brand - Premium Price ‡ Build Strong Brand Loyalty ‡ Maintain Superior Growth in Market Share ‡ Build Shaving Systems Sub-Segment ‡ Invest in technology and product innovation

What made MACH 3 a Success ?? 
Easy Shaving ‡ Good grip, Lubricating strip (no aftershave needed) ‡ No second shave  Safe Shaving ‡ No cuts, abrasions  Quick Shaving ‡ 3 blades ‡ Lubrication - can b used without shaving cream too  Easy Handling ‡ Carrying case, pouch ‡ Ease of taking cartridge and putting it back

GILLETTE
SURVEY REPORT BY IBA BANGALORE (BATCH 09 -11) Group No.14
NameAgeIncome/month (Rs)-below 5000 5000-15000 above 15000 Not Working

1. Which razor are you using? Gillette Supermax Palmolive Others 2. Since when are you using this brand? Above 5 years 3-5 years 1-3 years below 1 year 3. What are the qualities you like in this brand? __________________________________________________________________ 4. What is the frequency of shaving in a week? Daily 2 times a week 4 times a week once a week 5. What is the frequency of cha nging blades? 1 week 2 week 1 month above 1 month 6. What is the monthly expense in Razor? Below Rs 100 Rs 100-200 Above Rs 300 7. Are you satisfied with your brand? Fully Partially No IF NOT USING GILLETTE 8. Apart from your brand, h ave you used Gillette ever? Yes No 9. What are the reasons for not using Gillette? __________________________________________________________________ Suggestions/comments for making Gillette better________________ _________ __________________________________________________________________

DateSignature-

Area No. of person survyed using mach 3 not using mach 3 Jayanagar--Block 4 30 25 5 Koramangla 30 21 9 MG Road 40 32 8

35 30 25 20 15 10
9 8 25 32

21

using mach 3 not using mach 3

5 0

5

Jayanagar--Block 4

Koramangla

MG Road

Share Of Wallet

800 700

700 600 500 20 to 30 31 to 45 46 to 55

E x p e n s e

600 500 400 300 200 100 0 20 to 30 31 to 45

46 to 55

Age Group

Which Razor???

Customer Satisfaction

Loyal To Brand

Customers View
‡ BenefitsLong-lasting Superior quality Easy to use Smooth Shave Easy availability ‡ DrawbacksHigh Price Single cartridge not available

Thank You