Gillette - Copy

8/4/2019 Gillette - Copy

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Submitted By:Sushant Sharma

Aman DhullPranav Kaul

Tarun Suri


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I

ntroduction

Founded in 1901 by King Camp Gillette was

one the first worlds multinational

organization.

Headquartered in Boston (United States).

Gillette is global leader in field of safety

razors and personal care products.

Brand of Procter & Gamble, acquired in 2005


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Objective

To offer consumer high quality shaving

products that would satisfy basic groomingneed at a fair price.


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History

It was founded in 1901 by King C Gillette as safetyrazor company

Gained more than half of the entire razor and

blade market. In 1955 two unrelated acquisitions made:

Toni company

Paper Mate pen company

Which resulted in price per share of $1.33, earlierwhich was $6.30 per share.


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In 1962 English firm Wilkinson Sword

introduced stainless steel blade Wilkinson Sword began taking market share of

Gillette

But Wilkinson failed to exploit the niche itcreated.

Finally Wilkinson sold its blade business to

Gillette.


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Diversification In 1960 Vincent Ziegler became the new CEO,

was very aggressive marketing oriented andambitious.

Believed in diversification through acquisition Acquired:

Braun AG

S .T DuPont

Buxton Leather Goods

Jafra cosmetics

Earning per share rose to $2.83 in 1974


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In 1976 Colman Mockler was the new CEO

His strategy to cut cost and use that money inad and product development.

Mockler era was most successful of Gillette.

Innovation of disposable razor Good Newsand Daisy razor for women.

One of the most successful marketing

campaigns in history, Gillettes The best aman can get .


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Current Business Segments and

Products

Three main Segments

Grooming products

Portable power Oral care

Two secondary Segments

Braun Products Stationery division


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Net Sales and Operating profit of

various segmentsBlades And

RazorsPersonal Care Duracell Oral care Barun

Net

Sales

Profit Net

Sales

Profit Net

Sales

Profit Net

Sales

Profit Net

Sales

Profit

2002 41% 72% 10% 3% 22% 13% 15% 12% 12% 4%

2001 40% 76% 10% 5% 24% 14% 14% 16% 12% 7%

2000 38% 84% 11% 7% 26% 30% 13% 15% 12% 6%

1999 32% 56% 11% 4% 28% 28% 6% 4% 16% 7%

1998 30% 50% 12% 2% 26% 26% 6% 4% 17% 13%


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ro ucts nes ro uct xesBlades And

Razors

Personal Care Duracell Oral care Barun

For Men Shaving gel Andfoams

GeneralUseBattries

Manual ToothBrushes

Buran KitchenApplinces

Mach 3 Gillette Series Copper Top Advantage

Indicator

Hair Care &

Epilation

Mach 3 Turbo Satin Care Ultra Prismatic Cross Action

Stages

Steam Iron

Atra Antiperspirant

Special battries

Power

toothBrushes

Personal

Diagonistic

Trac 2 Gillette Series Photo Hearing aid 3D excel

Good news Right Guard Camcorder 3D Pulsating

Sensor Dry Idea Watch Cross action Kids

Women deodorants Electronics Tooth Brush &

Mouth rinse

Venus Home Medical Oral-B Stages

sensor

Daisy


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FinancialI

nformation By BusinessSegment (In millions)


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Blades And

razors

Personal Care Duracell Oral Care Braun

2002

Net Sales 3435 816 1898 1248 1056

Profit 1299 51 233 222 75

Identifiable

assets

3170 520 2741 1094 1065

Capital

Expenditure

168 40 67 69 57

2001

Net Sales 3200 801 1953 1149 981

Profit 1141 68 217 240 98

Identifiable

assets

3195 515 2932 976 963

Capital

Expenditure

222 49 162 92 69

2000

Net Sales 3177 875 2137 1079 1042

Profit 1272 100 456 226 94

Identifiable 3740 538 3304 901 1078


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Marketing Strategy

Gillette launched a massive marketing

operation

Sold razors for free so as to sell more blades Gillette's low prices, automated

manufacturing facilities, and advertising

turned him a millionaire.

Gillette sued his competitors to copy his

patented product


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Analyzing product/market scope- Market

analysis. To assess attractiveness of an

industry and segment, to know andunderstand what kinds of core competencies

are necessary to develop its strategy.

The Mach 3 has been introduced after 5 full

years devoted to R&D characterized by

ceaseless product improvement, constant

consumer testing around the world and the

creation of a marketing strategy.


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Promotion

Gillette has a long history of promotions for its

products, especially towards young men

Athletes such as Roger Federer, Tiger Woods,

Shoaib Malik, Derek Jeter, Thierry Henry,Kenan Sofuoglu, Park Ji-Sung, Rahul Dravid,

and Michael Clarke are sponsored by the

company.


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Trademark Gillette trademark was assigned to razors

and razor blades on October 13, 1908 with a

serial number 71034984.

Trademark for soap was awarded on

September 29, 1908, with serial number

71034985.

For shaving brushes on September 1, 1908with 71034986.


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Corporate Social Responsibility

Program Siksha under which they have

opened many Schools across the country

Associated with NGO CRY With Slogan Padega India To Badega India


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THANK YOU

Documents

Gillette - Copy