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