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ARKET ANALYSISF ILLETTE INDIALIMITED


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BREIFINTRODUCTION

q ncorporated on 9th February 1984 as Indian Shaving( )roducts Limited ISPL

q ( )ompany was jointly Promoted by HOPE and Gillette, . . . ( ).ompany U S A Gillette

q & .ecame Subsidiary of P G in 2005q , &usiness Segments Personal Grooming Oral Care

.ortable Powerq ill date Gillette India has launched many innovative.roducts to capture Indian consumersq aptured a major market share in premium shaving care

.egmentq , -arved a reputation for delivering high quality value.dded products


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ERSONAL GROOMING INDUSTRYN OUTLOOK

q - .stimated to be worth $ 4 bnq % .0 Growth recorded in 2008q %illette India recorded 16

.rowth in 2008q .till in an infant stageq ,pportunities for Gillette

&olgate Palmolive others

ndian Personal Care Market


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ILLETTE INDIA LIMITEDHE 4P SPRODUCTPRICEPLACEPROMOTION


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PRODUCT


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PRODUCThe BCG

Matrix

Duracell

arketShare

enToiletriesRazorsralB


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PRODUCT

CORE BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

OTENTIALPRODUCT

LOOK GOOD

SHAVING

CREAM WITH MOISTURISER

GEL BASED

ACE CREAM

AUGMENTED PRODUCT


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PRICESr.

No.Products Weight Price RLP*

1. Gillette SeriesShave Gels(Cans)

210 ml. 249/- 222.32/-

2. Gillette SeriesShave Gels(Tubes)

30 gm. 30/- 26.69/-

3. Gillette Series

(Foams)

210 ml. 225/- 187.05

REMIUM PRICING

ll Products are in a premiumcategory ricing well above thendustry average everaging Consumer Loyalty


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PLACE

( )agpur Hub&G Depot

Gondia ChandrapurHinganghat

Yeotmal

Akola

Amravatihe Spoke and the Hub Distribution Modelf Gillette India

Gillette s own network inIndia reaches 1 lakh

outlets in 3600 towns &Now Using additional P G

distribution channelHub and spoke approach

20 hub cities and spokesare Tier 2 and Tier 3

cities


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PLACEusiness Executive

( . . ) -G Marketing 1usiness Executive

( . . ) -G Marketing 1

Distributor( . . )G MarketingDistributor

( . . )G Marketing

r ea S al es M anag er( & ) -G 1

re a S al es Ma na ger( & ) -G 1

al es Tr ai nee Le ad er( . . )-G Marketing 5a les T rain ee Le ad er( . . )-G Marketing 5

isibility Captain( . . )-G Marketing 17

isibility Captain( . . )-G Marketing 17

e li ve ry B oy s( . . )-G Marketing 12

e li ve ry B oy s( . . )-G Marketing 12

i st ri bu to r S al es E xe( . . )-G Marketing 18

i st ri bu to r S al es E xe( . . )-G Marketing 18

The small number of routes generally leads to

more efficient use of transportation.resources ,Complicated operations such as package

,sorting and accounting can be carried out at, .the hub rather than at every node

,Spokes are simple and new ones can be created.easily

.Customers may find the network more intuitive

Scheduling is convenient for them since there, .are few routes with frequent service

ADVANTAGES


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PROMOTION Strong and sustained advertisement all through outGillette brand has high recognition rate

, Massive influence recall and salience reminderadvertisingSuccessful MACH3 launch campaigns ,Focus on brand values innovation and cutting edge

technology -AIM to educate consumer on product advancements and

improved shaving performance


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PROMOTION - - - -Tie up with Rediff on the Net e commerce

to market its productTie up with ZAPAK for The India Gaming

Championship 2009 Endorsed by eminent sports personalities

Used sports as a major promotionalvehicle

Soccer Saturday sponsorship launched,MACH 3 Turbo and M3 Power successfully

&Less Attention on Shaving Gels Foams

ROMOTIONALACTIVITIES


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PROMOTIONROMOTION -TTENTION BY ADVERTISEMENT

INTEREST- BY FEATURESDESIRE -ADMIRATION BY OPPOSITESEX

-CTION PURCHASING

HE AIDAMODEL


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ESEARCHOBJECTIVES

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


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HYPOTHESES

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

.1 Gillette Is The Most Renowned Brand In Shaving Product Market.In India

2.

.3 Gillette Can Become A Market Leader In Shaving Product Market

.In India


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ESEARCHDESIGNProblemDeterminatio

n ExploratoryResearch

Causes ofProblems

Descriptive

Research

Answers toProblems

HEIMPLEMENTATIONata CollectionPhase I : Secondary Data Collection

Phase II : (Depth Interviews Exploratory

)Research

Phase III : (Consumer Survey Descriptive)Research


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he Universe of the Sample :All People aged 18 to 70 years of Nagpur were randomly

, / / .selected who have purchased Shaving Cream Gel Foam

he Sampling Frame:, ,Shopping Malls Men s Parlors Residential Areas and other

.public places like Restaurants

he Sample Size: .100

AMPLINGTECHNIQUE


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ATAANALYSIS RANDRECALL

ILLETTE HAS THE HIGHEST BRANDRECALL


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ATAANALYSIS RANDLOYALTY

ILLETTE HAS THE HIGHEST BRANDLOYALTY


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ATAANALYSIS REFERREDBRAND

ILLETTE EMERGED AS THE MOST PREFERREDBRANDS


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ATAANALYSIS UYINGINTENTION

Group 1:Price

Stylish package design

Antiseptic attributeColor of the/ /cream foam gelLather formation

Availability in stores/Offers Discounts

Brand name

Group 2:Ease of Use

Keeps the skin softIngredients

FragranceLather formation

Availability instores/Offers Discounts

Brand name

OMMON ATTRIBUTES


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!hank You

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