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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