The best a man can get…..

History1901: Founded by King C. Gillette

1904: Patented Safety Razor Technology

1984: Gillette India incorporated partnership with Hope, initially ISPL

2005: Gillette India was taken over by P&G in a $57 bil deal

Brand Portfolio

Shaving• Vector• Vector Plus• Sensor Excel• Mach 3• Mach 3 Turbo• Presto• 7 o'clock

Shave Gel & Foam

• Shave Gels• Shaving Cream• Classic Shave

Foam

Skin Care• Aftershave Gel• Aftershave Lotion

Deodorant

Competition

Competition

Points of ParityClaiming to provide a closer, more comfortable shave.

The quality of products is very good

Strong promotion strategies and advertisements

Vice-versa effect

Points of Differentiation

Strongest distribution network

Continuous innovation.

Enjoys leader position ,so premium pricing

Transparent to Investors and community

Website

Concern for social issues

Celebrity Endorsements

Brand Ambassadors

Roger Fedrer

Tiger Woods

Rahul Dravid

Park Ji- Sung

Michael Clarke

Thierry Henry

Shoaib Malik

Endorsers

Imagery:

Sophisticated

Gentleman

Common Attributes

•Outstanding

sportsman

•Smart and well-

groomed

•Reputation: icon of

true sporting values

•Charitable actions

•Support of social

causes

Brand

Communication:

Helps prepare you

best for an active

lifestyle

The Gillette Curse

Thierry HenryGillette changed its ad campaign after the Henry controversy

David BeckhamAllegations of infidelity

Tiger WoodsStopped commercials after controversy

Promotion

Rugby league Tri-Nations, Gillette-EA SPORTS™ Champions of Gaming Tournament, Gillette Young Guns ProGlide Challenge

Naming rights of Gillette Stadium - home of the New England Patriots of the National Football League

To increase market size

To increase usage

CSR Initiatives

• Shiksha– 150,000 children across 602 communities– Donation: Rs. 5 crores– NGO partner CRY

• Children’s safe drinking water programme– 1 billion litres additional production

• Helps UNICEF, Red Cross

Source: Annual report Gillette India Ltd.

Sources of Brand Equity

Relative Strength

Continuous innovation

Mach 3, Fusion

CustomizationLine extension

Quality

FreshnessNew launches at continuous intervals

Uniqueness of brand association

Close shave

Brand Personality

Groomed men with an active lifestyle

The Gillette logo

Clean

Energetic

Dynamic

Sophisticated

Primary research

No. of respondents: 71

Descriptive research design

Questionnaires for men

Limitation: No. of respondents

Non representative sample

FindingsBrand Portfolio Recall

Razors

Shav

ing Crea

m & Fo

am

Deodoran

ts

After Sh

ave

Other

71 68

35

65

3

Respondents

FindingsFactors for purchase

Price

Comfort during usage

Reliability

Quality and durability

Stylishness

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

3.605

4.36

4.25

4.33

4.01

FindingsSatisfaction Level

Highly Satisfied63%

Moderatly Satis-fied32%

Moderatly dissatisfied4%

89%

7%

4%

Razors

GilletteWilkinson SwordOther

30%

25%10%

15%

5% 15%

Shaving Cream

GillettePark AvenueDettolAxePalmoliveOther

25%

42%

17%

15%

After shave

GilletteOld SpiceAxePalmoliveOther

54%

13%

8%

25%

Deodorant

AxeGillettePark AvenueZatakOther

Preferred Brand

Rugged, Tough

Masculine

Western

Upper class

Trendy

Confident

Imaginative, Unique

1559

620

1441

4741

1829

4424

156

Respondents

Attributes that best describes Gillette

Mental Map

Value for money

Convenient

InnovativeCustomer oriented

MasculineWealthyMaturedGroomed

GolfAmerican football

Car racingCricketfootball

ManlyLavish

Sophisticated

Premium

Reliable

Trustworthy

Gillette's

Brand Mantra

Brand Mantra

CBBE Model

Salience

Performance Imagery

Judgement Feelings

Resonance

High Awareness

Most commonly recalled brand in razor category around world.

Value for money

•Convenient to use•Customer oriented•Innovative products•High performance.

A product for Men

It has long history of association with sportsman and male celebrities.

Targeted male consumers through media ads .

High Quality

•Good value for money. •Best razors in market. •Trustworthy products .

Style Statement

People feel a sense of social status (especially for high end products of Gillette).

High satisfaction.

High Resonance

Loyal customers in high end and low end products both. It is a status symbol for many.

Recommendations

• Would allow consumers to test and experience the products

• Undergarments

• Salons• Fairness Creams• Moisturizers• Sun block

A Complete Men’s range Complement

ing product with

services

Specialty StoresEntry into

accessories market

THANK YOU

FOR YOUR VALUABLE TIME..!!

Presented by

ASHUTOSH KUMAR JHA [91011]NISHANT SINGH [91039]

STUTI GUPTA [91056]SUDHIR MAKKAR [91057]