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Gillette Razor

PREPARED by

Red lodz

{More than 1 billion men

across the world start their day with Gillette

The company established by King Camp Gillette on 28 September 1901 in Boston.

Initially it was American Safety Razor Company. The invention of Razor was patented in 1904. 1905 Develops new markets by opening London

Offices. In 1952, its name changed to The Gillette Company. Now it is called as Gillette India Ltd.

All About Gillette

1973 Net Sales exceed $1Billion.1980 Net Sales exceed $2 Billion.Sold off to P&G in 2005 for $57 billionLaunched various innovative products to capture the

Indian AudienceMarket leader in premium shaving care segmentGood reputation for delivering high quality, value

added products

First in INDIA to introduce gel in tubes. Running since 113 years (1901-2014). Global Leader in premium shaving care segment Over 1 Billion men start their day with Gillette. Manufacturing operations located in 23

countries. Distribution in 200+ countries.

BRAND HIGHLIGHTS

NORTHAMERICA

SOUTHAMERICA

UKEUROPE

AFRICA

ASIA

AUSTRALIA

GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES

GILLETTE PRODUCTS

Gillette Presto, a product designed to upgrade consumers who still use double-edge blades, with a product priced atRs18, and with refills priced at Rs5 which lasts up to 5 shaves. With the company pursuing a volume-led growth strategy, its advertising and promotion expenditure can be expected to continue growing at high levels. And, even as sales growth may continue to surprise on the upside, profit can be expected to lag for some time to come.

Price Strategy

Strong distribution strategies played a prominent role in the robust growth, as a result of which Gillette brand has managed to tap both the “premium” and the “value-for-money” consumers – Sharat Verma, Marketing manager of Gillette India

The lower-value products, followed the company’s realisation that while “new and improved” is still good, “lower price” works better in these tough times

MARKETING

BRANDINGUmbrella Branding

{

PROMOTIONS AND ADVERTISEMENTS

Md.Jahurul Islam Khan12131101155

Frequency

Alternate daysEvery 3-4 daysTwice a weekOnce a weekOnce in 2 weeks

HOW OFTEN DO YOU SHAVE?

Gillette Dynamite Topaz 7'o clock05

101520253035404550

GilletteDynamiteTopaz7'o clock

TRADITIONAL RAZOR

WHICH DISPOSABLE RAZOR DO YOU PREFER? Preference

Gillette GuardSuper MaxPrestoDynamite

Mach 3 Mach 3 plus Vector plus Fusion0

5

10

15

20

25

WHICH REPLACEMENT CARTRIDGES DO YOU USE?

YESNO

DO YOU USE AN ELECTRIC SHAVER?

Nivea Old Spice Gillette Park Avenue

0%

10%

20%

30%

40%

50%

60%

WHICH SHAVING CREAM/SHAVING FOAM/SHAVING GEL DO YOU USE?

AvailibilityPriceEasy To UseSafetyQualityQuick

PREFERENCE ON THE BASIS OF?

Some Other BrandSame Brand

IF THE FIRST PREFERENCE IS NOT AVAILABLE,WHAT WOULD YOU BUY?

Shift To Other Brand

Still Buy Same0

102030405060708090

IF THE PRICE OF YOUR PREFERRED BRAND INCREASES, WHAT WOULD YOU DO?

55%

11%

15%

24%

Sales

GilletteAxeSupermaxothers

DISTRIBUTION OF SALES

Fusion Mach 3 turbo

Presto0

1

2

3

4

5

6

SALES

SALES GRAPH OF GILLETTE PRODUCTS

PRICE AND QUALITY OF THE PRODUCTSAlmost all the sellers surveyed feel that the Gillette products are premium in quality.

The company offers products for middle as well as higher income groups.

Gillette constantly strives to provide convenience and better quality to its consumers

The products are priced as per its quality. Though a little expensive, the price is worth the quality

Attractive advertisements and sponsoring events one of the key reasons for higher sales.

STOCK OF THE PRODUCTS IN THE SHOPS

The products are easily available.

Efficient follow-up by the distributors in the retail shops.

Very rarely there occurs a shortage.

Gillette recently adopted D.C system for its modern trade. This has lead to better availability in the super markets.

COMPLAINTS AND SUGGESSTIONSHardly any complaints from the end-users.

Minimal instances of the products procured from the distributors being defective. However, defects occurring during transportation can be neglected.

The company must allow credit duration of a week.

Better margins expected from the company. Shouldn’t merely be a ‘A SOCIAL SERVICE’ act by the retailers. Competitors offer 10-15% extra margin than Gillette.

Blades more expensive than razors. Reduction in blade prices will help considerably in increasing the market share.

Thanks All