Ashutosh Raj

Intro STP 4P’s

A brief intro about Gillete:
 Gillette is a premium brand company and was founded in the year 1901
by King C Gillette.
 In 2005 Procter & Gamble, the new owners of the company, merged with
Gillette and retained the brand name.
 Gillette deals exclusively in grooming product and a wide range of
toiletries product that are technologically advanced and hence premium 
 It offers following products by Type :Razors & Blades Styler Shaving Gel,
Shaving Cream & After Shave
 After doing little research in the Indian market, Gillette launched
its Vector razor in India.
 They found out that Indian men had longer and thicker hair than
Americans. So, they included a plastic piece that could slide down in
order to unclog the razor while shaving.
 Vector ultimately failed to impress its users in India as A large part
of Indian men don’t have access to running water while shaving, so
unclogging the Vector razor isn’t possible
 Learning from its mistakes, Gillette did their market research
in India thoroughly before launching Gillette Gaurd.
  It consisted of just a single blade, to deliver safety rather than a smooth
shave, focussing on what Indian men really needed. 

• Demographics: Male, urban or rural
• Psychology: Office goer person, Young
college student of early 20, educated
person
• Behavioral: Young people may be more
loyal
• Geographic: All over india;.
Segmentation
Intro STP 4P’s
• Young educated people • Gillette did revolutionize the market of
• Office goer person shaving razor in 1971 by introducing the twin-
• Barber blade razor named Trac II.
• Gillette's brand value is increasing by reason
of its innovation in branding. 
• Gillette occupies perhaps the most dominant
position of any of the major global consumer
goods brands with an estimated 70% share of
the global razor blade category
Targeting
positioning
 Intro STP
Product • Price
 The  pricing of Gillette is
 Gillette Fusion Pro Glide
clearly premium pricing.
Shaving Razor
 However, the quality of its
Gillette Mach 3 Sensitive
products is accordingly very
Shaving Razor
high as well.
 Gillette Mach 3 Turbo
 Products like Gillette mach 3
Sensitive Shaving Razor
and now Gillette mach 5 have
 Gillette Fusion Power Razor
taken the world by storm.
 Shaving gel , shaving cream
 Consumer have been loyal to
etc.
its products & ready to pay
extra money
 The company is confident that
after using this high quality
product it will be difficult for
the consumer to switch to
other substandard product
4P’s
• Promotion • Place
 Spend good amount on celebrities
 Being a global company It
advertisement :
 For international market, famous has opened its own
personalities have been roped in as manufacturing plants in
the brand ambassadors. ‘Roger almost all the major
Federer’- an iconic tennis player, countries like India, China, UK
‘Tiger Woods’ – the master and USA.
champion of Golf, ‘David Beckham’  Robust distribution system &
 'Shave India Movement 2009' supply chain
campaign which included several  Direct Supply to the retailers
initiatives is encouraged without any
 Gillette created the platform 'India wholesalers.
Votes... to shave or not' to support
this campaign, which asked three
controversial questions: Are clean-
shaven men more successful? Did
the nation prefer clean-shaven
celebrities? And the big one: do
women prefer clean-shaven men?
 Intro STP STP 4P’s

•Thank you:
• Sources:
https://www.businesstoday.in/magazine/lbs-case-study/story/gillette-in
novated-improved-its-market-share-in-india-47708-2014-04-04
https://www.gillette.co.in/en-in/products/shaving-gel-cream-and-afters
have
https://www.marketingmind.in/how-gillette-succeeded-in-india-after-
failing-badly-previously/