Gillette Razor

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    Consumer Attitude towards Gillete razors

    Govt. First Grade college. BASAVAPATTANA ~ 1 ~

    CHAPTER - I

    INTRODUCTION

    Gillette was incorporated on 9th February 1984 at Rajasthan, house of

    Poddar enterprise(HOPE) and Gillette company, U.S.A promoted it. Gillette has

    been a leading brand in mens grooming industry in India and across theglobe.

    Gillette with its wide range of products caters to the premium segment of the

    mens grooming market.

    Gillette is a brand of Procter & Gamble currently used for safety razors,

    among other personal hygiene products. Based in Boston, Massachusetts, it is

    one of several brands originally owned by The Gillette Company, a leading

    global supplier of products under various brands, which was acquired by P&G in

    2005. Their slogan is, "The Best a Man Can Get". The original Gillette Company

    was founded by King C. Gillette in 1901 as a safety razor manufacturer.

    On October 1, 2005, Procter & Gamble finalized its purchase of The

    Gillette Company. As a result of this merger, the Gillette Company no longer

    exists. Its last day of market trading - symbol G on the New York Stock

    Exchange - was September 30, 2005. The merger created the world's largest

    personal care and household products company. In addition to Gillette, the

    company marketed under Braun, Duracell and Oral-B, among others, which

    have also been maintained by P&G.

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    The Gillette Company's assets were initially incorporated into a P&G unit

    known internally as "Global Gillette". In July 2007, Global Gillette was

    dissolved and incorporated into Procter & Gamble's other two main divisions,

    Procter & Gamble Beauty and Procter & Gamble Household Care.

    1.1 General introduction

    This paper provides an overview and brief history of the Gillette

    Company, followed by a review of its various business units, an examination of

    its strategies for growth and an analysis of how effective these strategies have

    been in terms of the company's historic performance. A summary of the research

    is provided in the conclusion.

    The Gillette Company has evolved into a leading global manufacturer and

    marketer of a wide variety of consumer products (Gillette 2005). The company's

    core business segments are comprised of: 1) Blades and Razors, 2) Duracell, 3)

    Oral Care, 4) Braun and 5) Personal Care. Of these five, the Blades and Razors

    segment is the primary business in terms of share of sales and profit,

    representing 42 percent of total company net sales and 68 percent of total

    operating segment profit from operations (as of 2011)."

    1.2 Specific introduction

    The Gillette Company is the world leader in the men's grooming product

    category as well as in certain women's grooming products. Although more than

    half of company profits are still derived from shaving equipment the area in

    which the company started Gillette has also attained the top spots worldwide in

    writing instruments (Paper Mate, Parker, and Waterman brands) and correction

    products (Liquid Paper), toothbrushes and other oral care products (Oral-B), and

    alkaline batteries (Duracell products, which generate almost one-fourth of

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    company profits). Gillette maintains 64 manufacturing facilities in 27 countries,

    and its products are sold in more than 200 countries and territories, with more

    than 60 percent of sales occurring outside the United States.

    1.3 Objectives of the Study:

    1. To study the factors influencing consumer to buy Gillette Razors2. To determine market share of Gillette Razor in Davangere City.3. To study the a coarener of Gillette brand Razor among the consumers.4. To measure the satisfaction level of consumer.5. To study the attitude of Consumers towards Gillette Razor.6. To analyses the promotional activities undertaken by the company.7. To examine the brand loyalty among consumers.8. To give suggestions based on the study.

    1.4 SCOPE OF THE STUDY:

    The area chosen for the purpose of the study is Davangere city it is

    situated in the central part of the Karnataka state it was very famous for textile

    wills and one of the best producers of textile products but it raw a decline in the

    industries in recent days.

    Davangere city is, renowned name in the field of education structuring

    form basic education of professional education in the field of commerce,

    management medical and fine arts.

    Today varieties of personal care products are introduced in Davangere

    city. So stiff competition found in the market so varies companies brands are

    struggling strongly for winning over the consumers for their products.

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    1.5 RESEARCH METHODOLOGY:

    The important point for the validity of any research is based on the What

    type of methodology is adopted? Research study has to be conducted in a

    prescribed way in order to have the relevant data of reasonable accuracy.

    Project report of based on the:

    Primary Data Secondary Data

    1) Primary data

    Primary data is the main source of material for the project and survey was

    conducted by the administrating structure though questionnaire random sampling

    method was used in conducting in the survey though primary data is collected

    from dealer and costumers:

    Questionnaire is issued to 50 consumers and to obtain the primary data.

    The survey was conducted in Davangere city. Under this survey student,

    employees, businessmen /professionals were interviewed. At the time of

    interview good environment was created to get the accurate information

    2) Secondary data

    Secondary data is another important of information. Source of information

    Secondary data it collected from different magazines, newspapers, catalogues of

    the company Internet, marketing management books, marketing researches

    books etc.

    3) Geographical area covered.

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    The area chosen for the purpose for the study is Davangere city, it is

    situated in the central part of the Karnataka state. It was very famous for textile

    mills and one of the best producers of textile products. But it saw a decline in the

    industries in recent times.

    Davangere city is renowned name in the field of education structuring

    from basic education of profession education in the field of commerce

    management medical and fine arts.

    Today varieties of personal care products are introduced in Davangere

    city. So stiff competition found in the market. So varies companies brands are

    struggling strongly for winning over the consumers for their products.

    Sampling plan:

    a) Primary data is collected from dealers & customers.b) 50 customers are interviewed through administrations questionnairec) The respondents are selected by random samplingd) The respondents are contacted by personal interview method.

    1.6 Limitations of the Study:

    The following are the insulations of the study.

    Time constraint. Personnel bias of the respondents. Respondents appear hesitant in answering the questionnaire. The sample study in restricted 50 consumers owing to shortage of time.Non-availability of sufficient secondary data. Respondents response is not consistent and appear to be comparable with

    each other

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    1.7 CHAPTER SCHEMES.

    In chapter first deals with the introduction, statement of the problem,

    objectives of the study, methodology limitations, chapter schemes

    In chapter 2ndabout company profile it includes history of the company

    ,management structure, promotional activities, firm balance sheet and profit and

    loss account etc.

    In chapter 3 deals with the product profile it includes history of razor,

    models of razor, promotional activities etc.,

    In chapter 4thdeals with the role of the dealer, background of the firm,

    location of the firm, credit and collection of credit, objectives and promotional

    activities.

    in Chapter 5th

    deals with the analysis of consumer survey conducted in

    Davangere city analysis is done with the help of suitable tables and graphs.

    in Chapter 6th

    contains major findings, recommendations and

    conclusions.

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    Chapter - II

    COMPANY PROFILE

    2.1 Detail about the company:

    Founded by King C. Gillette in 1901 as a safety razor manufacturer at

    Boston, Massachusetts 1st patented safety razor in 1904 Entered the India

    Market in 1984 in a JV with HOPE Merged with Duracell (India) Pvt. Ltd. and

    Wilkinson Sword India Ltd. Sold off to P&G in 2005 Famous for its shaving and

    personal care products. Also makes brands like Oral-B, Braun, Duracell

    batteries, Lux or and Parker pe