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2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble 1

Gillette Denmark

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Page 1: Gillette Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

1

Page 2: Gillette Denmark

DenmarkJoanna Boydak - Jo-Ann Dilay - Meryllee Martinez - Royce Rowan - Wynn Witman

22008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

Page 3: Gillette Denmark

Countries to Choose From:

Denmark

Germany

Pakistan

South Korea

Ukraine

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Page 4: Gillette Denmark

Germany Pros:

Strongest in defense of property rights

Freedom from corruption Strong business and

investment freedom Cons:

Employee restrictions High income tax rate

and corporate income tax rates

Pakistan Pros:

Moderate fiscal freedom, business freedom and labor freedom

Cons:

Political Violence, civil unrest, poor infrastructure

Weak in: trade, investment, and financial freedom, property rights. and freedom from corruption

2008 Procter & Gamble. All rights reserved. The copyright is owned by

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Page 5: Gillette Denmark

South Korea Pros:

Competitive scores in business and investment freedom

Government incentives Cons:

Weak trade freedom, fiscal freedom and labor freedom

High overall cost of trade

Ukraine Pros:

Moderately well in trade freedom and fiscal freedom

Low tariff rates Cons:

Weak in: business freedom, monetary freedom, investment freedom, property rights and freedom from corruption

2008 Procter & Gamble. All rights reserved. The copyright is owned by

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Page 6: Gillette Denmark

Denmark Highly Transparent Government department devoted to attracting

foreign entrants. Employment Regulations Freedom to Operate Highly Protected by Gov Corruption: Almost Non-Existent World’s Best Nation for Foreign Investment GDP 37,264.00 2007

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Page 7: Gillette Denmark

Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

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Page 8: Gillette Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

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Page 9: Gillette Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

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Page 10: Gillette Denmark

Countries to Choose From:

Denmark

Germany

Pakistan

South Korea

Ukraine

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

10

Page 11: Gillette Denmark

Point of Entry 3.5 MILLION Inhabitance Regional Headquarters for the Scandinavian and

Baltic Area Joint Venture and Licensing Commonality for ease of Transition

No requirement to register licensing agreements No Danish restrictions on remittance of royalties Personal business entities must be managed by a

physical person being an EU national or someone having a valid permit to work and do business in Denmark

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Page 12: Gillette Denmark

Limited Liability Corporation (LLC) A/S classification because only this classification

may be listed on the Copenhagen stock exchange Online electronic registration system:

CVR num in hours Exemption of Inbound or Outbound Dividends This classification: Min Cap Req. 500,000.00

Manufacturing… the next step of consideration

A/S Corps and Leasing Production Sight.

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Page 13: Gillette Denmark

1895- KING CAMP GILLETTE originates the idea for a new disposable razor blade

1901- GILLETTE teams up with MIT engineer and machinist WILLIAM NICKERSON and together modify the safety razor

1903 - GILLETTE begins his legendary climb to the top as king of the U.S. shaving market

1905 - GILLETTE opens his first overseas office, headquartered in London, England

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Page 14: Gillette Denmark

1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal with the U.S. Armed Forces

1960 - GILLETTE safety razors with long lasting stainless steel blades hit the U.S. market.

1960s -70s - DISPOSABLE RAZORS, which can neither be sharpened or replaced, hit the market for both men and women.

1971 - GILLETTE begins to aggressively market a new twin-blade razor on a wide scale, even though there have been similar razors available since the 1930s.

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Page 15: Gillette Denmark

2000- Launched the Mach-3 and shaving gel, shaving foam and linen series for women

2002- Gained more shares so that it had three fourth of the shares.

2004- The company launched the next generation triple blade shaving system, Gillette Mach Turbo.

2005- Gillette, USA was acquired by the Procter & Gamble Company, USA

2006- Released Fusion Power2008 Procter & Gamble. All rights

reserved. The copyright is owned by Procter & Gamble

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Page 16: Gillette Denmark

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Page 17: Gillette Denmark

800-1050 AD- Viking period in Denmark 1914- WWI: Denmark remained neutral 1940- WWII: Occupied by Germany 1949- Denmark abandoned its neutrality and

became a founding member of the North Atlantic Treaty Organization (NATO)

1959- the European Free Trade Association (EFTA) was formed by Denmark and 6 other countries

1973- Denmark entered the EU

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Page 18: Gillette Denmark

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Page 19: Gillette Denmark

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Product quality Innovation Unique/customized and creative Trade quality for price (vise versa)—value

Service quality Independent consumers, Prefer DIY Casual Salesmanship is appreciated, If fed-up = EXIT Compensatory decision-making

Page 20: Gillette Denmark

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Image importance Real Casual; relaxed

Page 21: Gillette Denmark

1) Interaction 95% of population follows the Evangelical Lutheran Church

Second largest is Islam Humanistic

Control of their own destiny Egalitarian society Feministic Society

The Flexicurity Model Flexibility, Adaptability, Security

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Page 22: Gillette Denmark

2) Association Fairly high individualism:

Interdependent Individualists Commonality

Low Power Distance Neutral

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Page 23: Gillette Denmark

3) Subsistence Prefer fresh, organic, healthy and

convenient food Individual portions

Manual Labor attitudes are positive Service sector of the labor force is 76%

4) Procreation Feminine society

Relaxed approach toward sexuality and sexual relations

Sex is viewed as a time for emotional expression.

2008 Procter & Gamble. All rights reserved. The copyright is owned by

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Page 24: Gillette Denmark

5) Learning Visual, image learners Low context Emphasis on science in education

6) Time Monochronic  

7) Space Does not place much importance on personal

space or territory Density 334.53 people per sq. mile.

 

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Page 25: Gillette Denmark

8) Defense Neutral

1.4% of GDP spent on military expenditures All Danes receive basic healthcare

2.9 physicians per 1000

9) Play Art, Literature, Music Nature oriented: Biking

10) Material Effects Strong property rights

Play down aspects of material wealth in their lives

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Page 26: Gillette Denmark

Wilkinson Sword Feather

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Page 27: Gillette Denmark

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Page 28: Gillette Denmark

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Page 29: Gillette Denmark

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Current Exchange Rate: One US Dollar = 5.77 Danish Kroner

Market Penetration: Overall Cost Leader of Comparable Units “6 Months” Disposable Razors with Replacement Heads at

$27-30 (or 153-167 DKR) Entry Price: $25.00 US Dollar. 147.23

Danish Kroner Followed by Promotional Support  

Page 30: Gillette Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

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Department Stores: Magasin Illum Salling

Pharmacies/ Hypermarkets: Matas Estetique Helsam

Kiosks

Page 31: Gillette Denmark

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Internet Website Demos Facebook.com Link for sample

Sponsorships Transit ads

(DSB) Traditional Ad

Print Media

Page 32: Gillette Denmark

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Gillette

Gill

ette

Page 33: Gillette Denmark

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Page 34: Gillette Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

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Page 35: Gillette Denmark

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Gange nyde forandrede, har i?Gange nyde forandrede, har i?Opbevare jer kant hos GilletteOpbevare jer kant hos Gillette

Page 36: Gillette Denmark

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In conclusion, we feel that Gillette’s ability to incorporate innovation and technology in to their male grooming products will appeal to our target market of males ages 17- 45. By relating to their cultural values and etic components, we feel that Gillette will integrate itself into this culture successfully. We believe that our established brand identity will be compatible and well received. This also gives us the future option to enter other Scandinavian countries who are more or less identical to Denmark.

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Page 38: Gillette Denmark

2008 Procter & Gamble. All rights reserved. The copyright is owned by

Procter & Gamble

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Page 39: Gillette Denmark

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Procter & Gamble

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