Gillette Razor

8/13/2019 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 pens

Gillette- Company of USA

The Gillette company of USA is multinational corporation having its

presents in a number of countries. It was founded in 1901. It is the world leader

in male grooming, a category includes blades, razors and shaving preparations. It

also enjoyes the number one position world wide in selected female grooming

products like wet shaving products and hair epilation devices again the company


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is the world leader in Alkaline batteries, Tooth brushes and Oral-care

products. Has manufacturing operations located at 38 facilities in 19 countries

and its products are marketed through wholesalers, retailers and agents in more

than 200 countries.

In the last 10 years new products have accounted for at least 40% of the

Gillette sales-and nearly 30 new products are in various stages arc launched. The

practice of the company is to spent an average 2% of sales on research and

development expenditure. Transforming innovative ideas into useful daily

products sold at a fair price engenders. Another fundamental Gillette strength;

strong and enduring consumer brand and royalty around the world.

2.2 COMPANY OVERVIEW

1901, founded in Boston, USA by King Camp Gillette.

1903-developed revolutionary safety razor.

Slowly built brand image through clear association between shaving and

Gillette.

Gillette India started in 1984.

P&G a acquired Gillette in 2005 in a $57 billion deal.

Own plant at Bhiwadi, Haryana, Rajasthan and Karnataka.20% lower

than plants at China.

2007-454 crores and 20% production exported.

Gillettesprofit declined 15% to INR 265.20 million last quarter.

55%market share in women razor market and 80% market share in mens

personal grooming market.


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2.5 History and origin of the Company:

Year Events

1994-95 The company launched two products, first was 7 0'Clock EJTEK PII Shaving

System and second was shaving cream with three variants. This was the First

time that a shaving cream was introduced in Indian markets with special

features.

1995-96 The company launched new technology Gillette products

1996-97 The company launched the first advanced shaving product under the Gillette

brand name Gillette Presto ready shaver all over India. The company earned

distinction of being included for the first time in the top 100 companies in

India, in terms of Market capitalization as published in Business today.

1997-98 With the launch of Gillette Presto Ready shaver in February 1993, the

company commenced the launch of Gillette Shaving Products in India.

1998-99 Launch of 7 0'Clock Ready II ready shave and re-launch of shave cream in

two variants, further strengthened the Brand name. During the year the

company also launched under a distribution arrangement tooth brushes under

a well known international brand name Oral-B, which met good success.

2000 The company launched the latest state-of-the-art Gillette Sensor Excel

shaving systems which met excellent consumer response. With the launch of

these various products, the portfolio of Gillette branded products has

increased significantly.

2001 The company launched World renounced Gillette Sensor Excel for Women

shaving system, which met great response. It also launched Gillette Shave


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foam which was met with good consumer response.

2002 The company successfully launched the Gillette Series range comprising

Shave gel, Shave Foam, After Shave Splashes, Conditioners and

Deodorants, thereby making it the premier male grooming company

2003 The company introduced Gillette Series shave gel tube and Gillette Sensor

Excel single cartridge pack. Also successfully launched Cool wave and

Wild Rain range of personal grooming products under the Gillette series

line. In the First month of new Millennium, the company launched Gillette

Mach 3.

2004 The company launched successfully Gillette Sensor Excel for women

grooming category, and also launched Pacific Light. It also launched Geep

Laserlite, a Sport flashlight. Company successfully consolidated Duracell

and Wilkinson business to leverage distribution strengths with mega

displays and sales promotion.

2005 The company launched the Gillette Series Arctic Ice Line of products

during the first half and undertook a series of very successful consumer

promotions across product lines. It also launched the Gillette Series Satin

Care for Women Wild Berry Line, the Cool Blue Mach 3 and Gillette

Centennial Packs during the course of the year. Gillette India was ranked

amongst the Top Ten Best Employers of India in Best Employers of India

conducted by Hewitt Associates and Business Today magazine.

2006 This was the year of turnaround for the company. In the first Quarter of 2003

unveiled a whole new range of premium displays and POS of Duracell to

establish leadership in Alkaline batteries segment. The company made

history by bringing the FIFA World Cup Champions Trophy to India for the


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2.6 GILLETTE LOCATIONS

Location

Location in India

Gillette has its Registered Address at :

SPA- 65A,

Bhiwadi Industrial Area,

Bhiwadi (Distt. Alwar)

Rajasthan - 301 019

Gillette has its Correspondence Address at:

P&G Plaza, Cardinal Gracias Road,

Chakala, Andheri (E),

Mumbai400099, Maharashtra, India.

Tel : (+22) 2826 6000

Fax : (+22) 6693 9696

The Company also has two plant locations. The Company's plant locations are

India Bhiwadi Manufacturing Centre

SPA65A, Bhiwadi Industrial Area,

Bhiwadi, (Distt. Alwar)

Rajasthan301019

India Baddi Packing Centre

Plot no. 4, Industrial Area

Village Katha

Bhatoli Kalan

Baddi 173205


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Dist. Solan, Himachal Pradesh

2.8 Gillette's (G) Mission Statement

As of this writing, Gillette is in the process of being bought out by

Proctor & Gamble.

The Gillette Company is a globally focused consumer products marketer

that seeks competitive advantage in quality, value-added personal care and

personal use products. We are committed to building shareholder value throughsustained profitable growth.

VISION

The Gillette Companys Vision is to build Total Brand Value by

innovating to deliver consumer value and customer leadership faster, better and

more completely than our competition. This Vision is supported by two

2.7 BOARD OF DIRECTORS

Chairman (NED) Mr. S.K. Poddar

Managing Director (ED) Mr. Shantanu Khosla

Director (ID) Mr. B.S Mehta

Director (ID) Mr. C.R. Dua

Director(ID) Mr. Gurcharan das

Director (NED) Mr. Akshay Poddar

Director (NED) Mr. Deborah Henretta

Director (ID) Ms. Jyoti Sagar

Director (ID) Mr. Anil kumar Gupta

Whole-time Director (ED) Mr. Subhash Bansal

Note: NEDNon-Executive DirectorED - Executive DirectorID - Independent Director


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fundamental principles that provide the foundation for all of our activities:

Organizational Excellence and Core Values. Attaining Vision requires superior

and continually improving performance in every area and at every level of the

organization.

Performance will be guided by a clear and concise strategic statement for

each business unit and by an ongoing Quest for Excellence within all operational

and staff functions.

This Quest for Excellence requires hiring, developing and retaining a

diverse workforce of the highest caliber. To support this Quest, each function

employs metrics to define, and implements processes to achieve, world-class

status.

CORE VALUES

As work toward our Vision, three core Values define the way operate:

COMPANY ACHIEVEMENTWe are dedicated to the highest standards of achievement in all areas of

our business. We strive to consistently exceed the expectations of both external

and internal customers.

INTEGRITY

Mutual respect and ethical behavior are the basis for our relationships

with colleagues, customers and the community. Fair practice is the hallmark of

the Company.

COLLABORATION

We work closely together as one global team to improve the way we do

business every day. We communicate openly and establish clear accountability


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for making decisions, identifying issues and solutions, and maximizing business

opportunities.

2.9 SWOT ANALYSIS:

STRENGTHS:

STRONG BRAND EQUITY:

Gillettes portfolio contains well establish brands such as Gillette and

Braun, oral-B line and Duracell. It eases the introduction of new products, as

consumers are already well acquired with the names and more receptive to

promises of improved user experiences.

The strength and quality image of these brands allows the company to

charge higher process and achieve high margins.

MARKET LEADERSHIP:

The companys product are well known with a reputation of quality are

also market leader in their perspective segment.

Strong parental support in advertising and promotion:

During the 2002 FIFA World Cup, Gillette India announced a promotionscheme offering a unique opportunity to win a trip to Yokohama, Japan,

to see the finals, live.

To promote its products directly to consumers, Gillette India Limited haslaunched Gillette Grooming Centers along with 50 salons. These

centers provide specific tips on shaving etc. and also help in promotion of

company products.


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Gillette has localized its advertisements as per Indian culture. Forexample the promotion campaign for Vector was related to an Indian

marriage party.

WELL DIVERSIFIED PROTFOLIO:

Gillette has a well diversified portfolio in terms of product diversification

and market diversification. Diversification of this nature helps the company

avoid the risk of overdependence on any one source for its revenue stream.

BRAND ENDORSEMENT:

Gillette India is investing heavily in advertisement in order to create

awareness among Indian rural and urban population. They are also endorsing

their brands through champions or role models of different sports.

STRONG R&D TEAM:

WEAKNESS:

PROFITABILTY HIGHLY DEPENDENT ON CORE BUSINESS:

Gillette profitability is highly reliant on the performance of its razors and

blades business. A substantial portion of its revenues come from this sector. Any

downturn in the sector or in Gillettes competitive position within it could have a

serious negative effect on the company.

OPPORTUNITIES:NEW PRODUCT LAUNCHES:

Gillette is known for constantly introducing new products in the market

with better technology and performance. This new product launches will help the

company to gain competitive advantage over its competitors.

GROWING DISPOSABLE INCOME:


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INCREASED AWARENESS:

Cable television has penetrated into the smallest of Indian towns and has

taken with it awareness of latest lifestyle trends and trends.

PRICE INCREASES IN PREMIUM SHAVING SEGMENTS:

Gillette has been increasing the price of its razors and blades at an

average rate of around 4% per year over the last ten years. This price increase

will help the company to accumulate more profits from the present level of sales.

THREATS:

LIMITATIONS/DISPOSABLES ARE A THREAT TO THE MACH3

OFFERING:

Gillette ability to sustain a price premium and earn an attractive return on

its extensive investment three-blade platform is threatened by the numerous

imitators of the mach3/mach3 turbo franchise, including disposables and private

label systems and even including Gillettes own three-blade disposable. This

numerous imitations are threat to the company in the long term as they are going

to reduce the sales of the original products.

PRESSURE ON PRICING POWER:

Gillette pricing power is being further eroded by channel migration and

increasing consumer resistance to paying significantly higher prices forinnovation. Pricing power is high to revenue growth in a mature category

especially when Gillettes strategy has historically been to drive revenue growth

per consumer and not volume growth.


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SHAVING

MEN

MACH 3MACH 3TOURBOSENSORSENSOREXCEL

WOMEN

VENUSSENSORDAISY

PERSONAL

CARE

SHAVING

GELS

AND FOAMS

Gillette seriseSatin care

AntiperspirantS

And

DeodrantsGillette seriseRight guardSoft & driDry idea

ORAL B

Manual

Toothbrush

Es

AdvantageIndicator

Cross actionStages

Power

Toothbrush

Es3d excel

3 d pulsatingCross action

Kids

BRAUN

APPLIANCE

S

BRAUN

KITCHEN

APPLIANCES

Braun hairCare epilation

Barun steamIrons

PersonalDiogonastic


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2.10 ORGANIZATION CHART


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2.11 Promotion Activities

Strong and sustained investment in advertising. Gillette brand-incredibly higher cognition rate. 1980sThe best a man can get campaign,

highly successful.

Massive influence, recalling and salience.New wave of advertising for each product

launch separately and focus on product bundling. Focus-brand values, innovation & cutting edge technology. Aim-educate customer on product advancement and improved shaving

performance.


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2.12 Strategic Shift

Strategic restructuring.

Launching innovative and superior products. 2004-back to thebest a man can get ads. Original, emotive campaign but with anew & enhanced look. Strong black & white imagery, updated song. Far more Emotional connect between Gillette and consumer. Product specific advertising to run alongside the campaign, Communicating technological product superiority. Sports Marketing.

Pricing Strategy

Gillette pricing power is being further eroded by channel migration and

increasing consumer resistance to paying significantly higher prices for

innovation. Pricing power is high to revenue growth in a mature categoryespecially when Gillettes strategy hashistorically been to drive revenue growth

per consumer and not volume growth.

2.13 Financial Analysis:

Since its entry into India market in 1984, Gillette has been following a

strategy of inorganic growth by acquiring domestic companies in oral care,

battery, blades and razors and stationery business. The company witnessed

tremendous growth during the later half of 1990s. Net sales increased from Rs

107 crores in 1997 to Rs 477 crores in 2000 representing a growth rate (CAGR)

of 45 %. Similarly, CAGR for net profits over the same period was over 50%.

However, operating margin declined from 19.8% in 1997 to 14.0% in 2000. This

further declined to less than 1% in the year 2001. Further, negative sales growth

and increased expenses led to a net loss of Rs 28 crores in 2001. This poor


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financial performance forced the company to undertake a major restructuring

program. Over the next 2 years, Gillette concentrated on reducing overheads

and better working capital management to increase profitability. As a result of its

restructuring program, the company reported net profit of Rs 44.82 crores in

2003. Since then, company has been growing at a steady rate which has resulted

in increased valuation of the company The company is also focusing on

exploring ways to capture the expanding oral care segment in the near future.

Oral care segment contributed approximately 13% of companys revenues in

2011 as against only 9% a year ago.

2.14 Profit & Loss Analysis:

Net sales of the company grew at a CAGR of 45% during the period

1997-2000. After that there was a downfall in the company and for the first time,

Gillette India ended the year with a net loss of around Rs 28 crores. This was

primarily due to significant increase in employee cost and other miscellaneous

expenses. In 2001, revenues declined to Rs 453 crores from Rs 477 crores a year

earlier. Revenue figures further reduced by around 18% in 2002 to

approximately Rs 385 crores. Although due to IIM Indore Group 6 Section B

restructuring, the damage was controlled to some extent in 2003, yet there was a

further fall of 3% in the revenue figures. Since its restructuring in 2003,

company has recorded double digit growth rate in revenues. However, the

growth rate was moderate in 2005 as compared to the figures in 2004.

0

100

200

300

400

500

600

2006 2007 2008 2009 2010 2011

Revenues

Revenues


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Despite higher revenue growth in late1990s, operating margin of the

company declined from 20% in 1997 to 14% in 2000. Similarly, net profit

margin almost remained constant at around 5% over the time period. The

situation worsened further in 2001, and company reported a net loss of 6%.

In 2002, Gillette undertook restructuring initiatives and it took the

company two years to revive its operations. In 2003, company recorded a net

profit of Rs 44.82 crores. It entered into contracts with new suppliers for better

raw material prices and also brought about a significant reduction in wastages.

As a result of which, raw material cost as percentage of net sales declined from

46% in 2001 to 31% in 2003. Further, miscellaneous expenses reduced to just Rs

15.57 crores in 2003 from Rs 82.68 crores in 2001. The net profit margin

increased to 12.45% in 2003 and the operating margins stood at 25.90%.

Improved financial performance led to an increase of almost 120% increase in

share prices over the year 2003.


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The market capitalization of the company has increased from Rs 845

crores in 2001 to Rs 2695 crores in 2007.

The market capitalization of the company has increased from Rs 845

crores in 2001 to Rs 2695 crores in 2007.

Year Share Price Market Capitalization (rs. Crores)

1stJan 2005 699.95 845.06

1stJan 2006 269.00 1022.51

1stJan 2007 317.00 2292.22

1stJan 2008 713.90 2205.20

1stJan 2009 699.95 2392.11

1stJan 2010 735.00 2802.74

1stJan 2011 869.95 2695.19


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SHARE HOLDING PATTERN

There has been a great shift in the shareholding pattern of the company

since its entry into Indian market in 1984. Gillette entered India through a joint

venture as a minority shareholder. Its share increased to around 75% in 2006. In

2011, almost 88% of the company was owned by the promoters (foreign and

Indian). Out of the remaining 12%, 10% is owned by non-institutional investors

and thus, only 2% lies in the hands of institutional investors.

47

41

10

2

0

5

10

15

20

25

30

35

40

45

50

Indian Promoter Foreign Promotors Non - Institutional

Investors

Institutional Inverstors

Percentage


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Profit loss account

Jun ' 09 Jun ' 08 Jun ' 07 Dec ' 05 Dec ' 04

IncomeOperating income 662.97 591.72 682.56 455.97 409.61

Expenses

Material consumed 262.89 231.11 257.95 165.57 138.58

Manufacturing expenses 12.28 8.74 12.30 8.36 9.01

Personnel expenses 46.78 36.75 51.37 42.84 39.89

Selling expenses 150.19 114.91 146.04 85.52 72.91

Adminstrative expenses 24.23 33.65 44.17 44.07 46.35

Expenses capitalised -6.85 -3.95 4.69 -0.12 -0.12

Cost of sales 489.51 421.20 516.52 346.25 306.62

Operating profit 173.45 170.51 166.04 109.72 102.98

Other recurring income 25.77 17.79 23.17 16.36 13.30

Adjusted PBDIT 199.23 188.31 189.21 126.08 116.29

Financial expenses 0.03 - - 0.13 0.10

Depreciation 11.37 13.98 22.30 15.57 16.05

Other write offs - - - - 0.28

Adjusted PBT 187.83 174.32 166.91 110.38 99.85

Tax charges 63.88 64.82 73.61 40.62 36.66

Adjusted PAT 123.95 109.50 93.29 69.76 63.19

Non recurring items -11.46 7.66 42.46 -1.93 -5.75

Other non cash adjustments 0.64 0.20 6.60 0.89 3.79

Reported net profit 113.13 117.37 142.36 68.72 61.22

Earnigs before appropriation 290.14 242.41 205.29 106.96 75.68

Equity dividend 40.73 40.73 57.02 32.59 27.70

Preference dividend - - - - -

Dividend tax 6.92 6.92 8.72 4.57 3.62

Retained earnings 242.49 194.76 139.54 69.80 44.36


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Balance Sheet of the Company

Jun '09

Jun '08

Jun '07

Dec '05

Dec '04

Sources of funds

Owner's fund

Equity share capital 32.59 32.59 32.59 32.59 32.59

Share application money - - - - -

Preference share capital - - - - -

Reserves & surplus 458.30 392.82 327.01 315.63 284.06

Loan funds

Secured loans - - - - -

Unsecured loans - - - - -

Total 490.89 425.41 359.59 348.21 316.65

Uses of funds

Fixed assets

Gross block 246.01 253.08 252.63 272.60 263.56

Less : revaluation reserve - - - - -

Less : accumulated depreciation 157.50 161.89 150.17 139.93 130.13

Net block 88.52 91.19 102.46 132.67 133.43

Capital work-in-progress 2.43 3.00 0.59 3.71 0.27

Investments - - - - -

Net current assets

Current assets, loans & advances 562.37 524.01 423.59 346.47 303.85

Less : current liabilities & provisions 162.43 192.79 167.05 134.64 120.90

Total net current assets 399.94 331.22 256.54 211.83 182.95

Miscellaneous expenses not written - - - - -

Total 490.89 425.41 359.59 348.21 316.65Notes:

Book value of unquoted investments - - - - -

Market value of quoted investments - - - - -

Contingent liabilities 194.76 205.06 57.47 20.30 9.60

Number of equity sharesoutstanding(Lacs)

325.85 325.85 325.85 325.85 325.85


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CHAPTER - III

PRODUCT PROFILE

3.1 History of Razors

Gillette Razors

On November 15, 1904, patent #775,134 was granted to King C. Gillette

for a safety 'razor'. King Camp Gillette was born in Fond du Lac, Wisconsin in

1855. To support himself when the familys home was destroyed in the Chicago

Fire of 1871, Gillette became a traveling salesman. This work led him to

William Painter, the inventor of the disposable Crown Cork bottle cap, who

assured Gillette that a successful invention was one that was purchased over and

over again by satisfied customer.

In 1895, after several years of considering and rejecting possible

inventions, Gillette suddenly had a brilliant idea while shaving one morning. It


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was an entirely new razor and blade that flashed in his minda razor

with a safe, inexpensive, and disposable blade.

It took six years for Gillettes idea to evolve. During that time, technical

experts told Gillette that it would be impossible to produce steel that was hard,

thin, and inexpensive enough for commercial development of the disposable

razor blade. Then in 1901, MIT graduate William Nickerson agreed to try.

By 1903, he had succeeded. Production of the Gillette safety razor and

blade began as the Gillette Safety Razor Company started operations in South

Boston. Sales grew steadily. During World War I, the U.S. Government issued

Gillette safety razors to the entire armed forces. By the end of the war, some 3.5

million razors and 32 million blades were put into military hands, thereby

converting an entire nation to the Gillette safety razor.

Schick Razors Schick traces its origins to the inventive U.S. Army

Lieutenant Colonel Jacob Schick. On November 6, 1928, Colonel Jacob Schick

patented the first electric razor.


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On November 15, 1904, patent #775,134 was granted to King C. Gillette

for a safety 'razor'. King Camp Gillette was born in Fond du Lac, Wisconsin in

1855. To support himself when the familys home was destroyed in the Chicago

Fire of 1871, Gillette became a traveling salesman. This work led him to

William Painter, the inventor of the disposable Crown Cork bottle cap, who

assured Gillette that a successful invention was one that was purchased over and

over again by satisfied customer.

In 1895, after several years of considering and rejecting possible

inventions, Gillette suddenly had a brilliant idea while shaving one morning. It

was an entirely new razor and blade that flashed in his minda razor with a

safe, inexpensive, and disposable blade.

It took six years for Gillettes idea to evolve. During that time, technical

experts told Gillette that it would be impossible to produce steel that was hard,

thin, and inexpensive enough for commercial development of the disposable

razor blade. Then in 1901, MIT graduate William Nickerson agreed to try.

By 1903, he had succeeded. Production of the Gillette safety razor and

blade began as the Gillette Safety Razor Company started operations in South

Boston. Sales grew steadily. During World War I, the U.S. Government issued

Gillette safety razors to the entire armed forces. By the end of the war, some 3.5

million razors and 32 million blades were put into military hands, thereby

converting an entire nation to the Gillette safety razor.


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3.2 Gillette Razor Models

Top row left to right:

Gillette MACH3Refill Cartridges

16-Refills $3632-Refills $7064-Refills$138

Gillette MACH3Turbo

Refill Cartridges

16-Refills $36

32-Refills $70

64-Refills $138
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$29.99 - $37.50

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Nip 16 Pack Gillette Fusion Power...

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Gillette Fusion Manual Replacement...

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Blade Shaving Surface Technology - has 5 blades

spaced closer together to...

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Gillette Mach3 Turbo Refill Cartridges,...

3 Blades with advanced Anti-Friction coating, for a

closer shave with less irritation, even when shaving

against the grain....

$7.83 - $21.12

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Gillette Custom Plus, Disposable Pivot...

Comfort blades. Extra lubricating power. Softer UltraGrip. Zip-Pak

Resealable Packaging/Resealable Zipper - Keeps razors fresh...
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$39.99

Ebay

Trac Ii Razor W/ 5 Cartridges Rare Sealed

You are bidding on brand new selaed OLD

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$10.23 - $13.85

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Gillette Fusion Power Razor, Phantom, 1 razor

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Gillette Fusion Catridges for the Manual...

Gillette Fusion Catridges Manual Razors for

significantly less irritation and more comfort.

$10.99 - $27.86

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Gillette M3Power Replacement Cartridges,...

M3Power cartridges with Gillette's most advanced blade edge

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Sensor Excel, Refill Cartridges, 10 ea

The closest most comfortable shave in the world.
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3.3 Gillette (India) Ltd - Price Analysis Snapshot

This Report features up to a ten-year record of the equity Price

history for Gillette (India) Ltd. Tabular results include the High, Low andClosing price for the quarter. There is also a calculation of percentage

change in price for both Quarterly and Annual periods. Price values are

adjusted for stock splits and dividends.

Gillette (India) Ltd. The Company's principal activity is to

manufacture and market consumer products. The Company operates inthree segments: Grooming, Oral Care, and Portable Power. Grooming

segment includes blades, razors and toiletries. Oral Care segment includes

toothbrushes and oral care products. Portable power segment includes

batteries, torches and lamps. The Company's plants are located in

Rajasthan, Haryana and Karnataka

3.4 Promotion Strategy at Gillette

Promotion Strategy at Gillette Founded in 1901, Gillette is a major player

in several consumer product markets. Its Duracell, Oral-B, Braun and Gillette

brands all lead their respective markets (Gillette, 2004a). This paper discusses

the Gillette razor brands. It discusses why Gillette invests heavily in new product

development and promotion and outlines the company's product and branding

strategies. In January 2004, Gillette launched its newest razor product, a redesignof the Mach3 product called the M3Power

Gillette. (2004a).Gillette at a Glance. Gillette.com. Retrieved September

2, 2004 from the World Wide Web at: http://www.gillette.com/

company/gilletteataglance.asp Gillette. (2004b). Gillette Powers Up the World's

Best Shave with New M3Power. Gillette.com. Retrieved September
http://www.gillette.com/http://www.gillette.com/http://www.gillette.com/


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2, 2004 from the World Wide Web at:

http://www.gilette.com/men/ product_news/m3power_release.htm

3.5 Promotions

Gillette has a long history of promotions for its products, especially towards young

men. Current promotions include sponsorship of sports events such as the Rugby

League Tri-nations and shipping their then-flagship product (currently the Fusion) to

males in the United States around the time of their 18th birthday. Athletes such as

Roger Federer, Tiger Woods, Derek Jeter, Thierry Henry, Kenan Sofuoglu, Ji-Sung

Park,Rahul Dravid andMichael Clark are sponsored by the company. There were calls

to boycott Gillette products given their association withThierry Henry,after a handball

by Henry went undetected by referees and allowed France to knock Ireland out of a

major football competition.[11] Marketing experts have highlighted "the curse of

Gillette", given the mishaps that happen to sports stars associated with the brand.[12][13]

3.6 THE GILLETTE COMPANY 100 YEARS 1901-20011901 Founded by King C Gillette with William Nickerson in Boston.

1902 1 st ProductDouble edged, T shape disposable razors.

1905 Develops new markets by opening London Offices.

1914 Gillette brokers deal with US Army (3.5 Million razors, 36 Million

blades)

1950 Spends $6 Million for TV rights to Baseball World series for 6 years.

1964 Gillette splits into 2 SBUs, for grooming, the other for all other

products.

1973 Net Sales exceed $1Billion.

1980 Net Sales exceed $2 Billion.

2001 Gillette has 61 Facilities in 25 Countries, and employs 40,000 people
http://en.wikipedia.org/wiki/Rugby_League_Tri-nationshttp://en.wikipedia.org/wiki/Rugby_League_Tri-nationshttp://en.wikipedia.org/wiki/Roger_Federerhttp://en.wikipedia.org/wiki/Tiger_Woodshttp://en.wikipedia.org/wiki/Derek_Jeterhttp://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Kenan_Sofuogluhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Rahul_Dravidhttp://en.wikipedia.org/wiki/Michael_Clarkhttp://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Michael_Clarkhttp://en.wikipedia.org/wiki/Rahul_Dravidhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Kenan_Sofuogluhttp://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Derek_Jeterhttp://en.wikipedia.org/wiki/Tiger_Woodshttp://en.wikipedia.org/wiki/Roger_Federerhttp://en.wikipedia.org/wiki/Rugby_League_Tri-nationshttp://en.wikipedia.org/wiki/Rugby_League_Tri-nations


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CHAPTER - IV

DEALER PROFILE

(Amazon Distributors Pvt., Ltd., Davangere )4.1 ROLE OF THE DEALER

In the modern marketing world dealer play very important role in

distribution of goods and services, Manufacturer does not normally sell the

goods and services to vast population without dealer, So he is the heart of the

modern marketing world.

Dealer is the important person who maintains close relationship with the

retailers and consumers so it is very important to dealer understand consumer

behavior and consumer needs, He tries to satisfy the consumer needs by making

available goods and services demand by the consumers.

Dealer also undertake the promotional activates for including the

consumer to buy more and more manufactures product and services, dealer

collect complaints and problems faced by the consumers regarding product and

services and communicates the same to the manufactures for remedial action

also give suggestion regarding improvement for

4.2 BACKGROUND

Amazon Distributor started its operation on 11.10.2003 and the capital

investment of the concern was Rs. 40.00.000. It is a sole trading concerns

owned by Mr. Dinesh Agraval.


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They are authorized dealer from Gillette Company Ltd., The Firm also

deals with Gillette Products, P & G Products.

4.3 LOCATION OF THE FIRM

Address of the firm

Door no.106/25

RMC link road

Davanagere-02

Ph.no 08192-325944

The Firm Amazon Distributor is situated at R.M.C. Link Road,

Mandipet, Davangere, the head office of the firm is in banglore and here it is

branch office. The shop has sufficient space for storage variety of product dealt

by the Firm.

4.4 CREDIT AND COLLECIOTN OF CREDIT

The Firm sells both for cash and Credit, the whole sellers must pay back

within 07 days of their credit purchase and they will not give any credit to

retailers. Responsibility of collecting the due amount is on the shoulders of the

salesman. The firms monthly turnover is approximately Rs. 67 to 68 lakhs.

4.5 OBJECTIVES

Objectives of the concern

To create new customer and maintain the existing customer To increase the sales volume To maintain good relationship with customers To satisfy all customers by selling quality goods at reasonable Price.


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4.6 PROMOTIONAL ACTIVITY

No promotional activity is undertaken by the firm as every promotional

activity is carried on by the Gillette ltd. The accounting system of Amozan

distributors is fully computerized daily transactions and the belling is done by

the computers.

4.7 SALES PERFORMANCE OF DEALER OF LAST 5 YEAR

YEARS TURNOVER IN lakhs

2006-07 60.0

2007-08 80.4

2008-09 88.8

2009-10 92.9

2010-11 98.1

The above table indicates in the year 2006-07 the firm turnover was 60.0

lakhs in the year 2007-08 turnover was slightly improved in 2008-09 the

turnover improved consistently to 88.8 lakhs, in the year 2009-10 the turnover

increase consistently to 92.9 lakhs and again the firm its control and there was

great demand in the year 2010-11 that helped the firm to boost its sales.


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4.8 MANAGEMENT STRUCTURE OF THE FIRM.

MANAGING

DIRECTOR

Finance Business

executive

Sales TeamLeader (STL)

Distribute SalesExecutive

(DSE)

Accountant

Clerk/Office Boy

Human

ResourceDepartment

VisibilityCapital

DLT Team

Appointments


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4.9 ORGANIZATION STRUCTURE OF THE FIRM

Business Executive

(B/E)

Sales Team

Leader (STL)

Distribute Logic

Office (DLO)

Suppliers

Helpers

Distribute SalesExecutive (DSE)

Visibility Capital

System

Operators (IDS)


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4.10 Network

The dealer has got established network in Davangere city. The network is

operated by 20 salesmen where these salesmen collect the orders from the

retailers and whole sellers. The orders will be executed on the same day and

goods will be supplied on the same day or immediate next day the dealer has an

vehicle to deliver the goods. The salesman themselves delivery the ordered

quantity of goods to the retailers and the dealer provided 8 bicycles, bike 3

numbers, three wheeler (ape) 1 numbers and one maruthi van, to deliver the

goods.

The dealer has its own Godown in RMC link road.

Awards & Achievement:

Got Recognitions from Gillette, Spice, Godrej & Many other companies.

Members Involved in Business:

As Mentioned in Organizations Chart:

Share holders of the company

1. Dinesh Agrwal2. Nilesh Agrwal3. Nitin Agrwal


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INTRODUCTION :

Today consumer is the king in market, the decision of the consumer

decides whether the company is having profit or loss, Growth or down fall

in order to attract consumer the marketers must take steps & get

appreciations for their products.

50 respondents selected at a random who are the users of Gillette

razor belonging to Davangere city. The information from the respondents

is collected through a structured Questionnaire hence it helps to analysis

the respondents income, sex, qualification, occupation etc

This chapter deals with the analysis and interpretation of the data

collected from the survey of the consumers behavior towards Gillette

razor. The data has been analyzed with reference to the stages involved in

consumers decision-making needs buying behavior etc.

Interpretation means to convert mere data into information. The

whole investigation elements and reaches the function in drawing

inferences that leads to the conclusion in the course of action or problem

solution


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Table-1

Table showing the classification of the number of respondents on the basis

of Age group

Age Group(in years) No. of Respondents Percentage (%)

Below20years 6 12

20 to 30 15 30

Above 30 29 58

Total 50 100

Source: Survey Data

Analysis:

From The above table shows that out of 50 respondents , 12% of the

respondents are below 20 years, 30% of the respondents are 20-30 years and

58% of the respondents are using above 30 year.

In the above table clear that 20-30 and 30 above are using more .

Graph 1 showing the classification of the number of respondents on the

basis of Age group

0

10

20

30

40

50

60

Below - 20 Year 20 to 30 Above 30

%o

fRespond

ents

Age Group


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Table-2

Table showing the number of respondents on the basis of Education

Qualification.

Qualification No. of Respondents Percentage (%)

Up to SSLC 6 12

PUC 13 26

Graduate 15 30

Post Graduate 15 30

Others 01 02

Total 50 100

Source: Survey Data

Analysis: From the above table its clear that, among 50 respondents,

12% of the respondents their education is Up to SSLC, 26% of the

respondents studied PUC, 30% of the respondents are Graduate 30% of

the respondents are post graduates and remaining 2% are belongs toothers, which includes illiterates and diploma holders.

Graph 2 showing the number of respondents on the basis of Education

Qualification.

0

5

10

15

20

25

30

Up to SSLC PUC Graduate Post

Graduate

Others

12

26

30 30

2

%o

fResponde

nt

Qualification


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Table-3

Table showing the number of respondents

on the Basis of Occupation.

Occupation No. of Respondents Percentage (%)

Employee 16 32

Business 17 34

Profession 11 22

Agriculture 4 8

Others 2 4

Total 50 100

Source: Survey Data

Analysis:

According to the above table out of 50 respondents, 32% of the

respondents are Employee, 34% of the respondents are Business, 22% of the

respondents are Profession, 8% of the respondents are Agriculture and 4% of the

respondents are other categories.

0

5

10

15

20

25

30

35

EmployeeBusiness

ProfessionAgriculture

Others

32 34

22

8

4

%

ofRespon

dent

Occupations

Graph 3 showing the number of respondent on the basis

of occupation


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Table-6

Table showing number of respondents

on the basis of the Source of Information.

Sources of

Information

No. of

Respondents

Percentage

(%)

Friends 07 14

Relatives 07 14

Neighbors 04 08

Advertisement 29 58

Others 03 06

Total 50 100

Source: Survey Data

Analysis:

The above table shows that out of 50 respondents, 14% of the respondents

get the information through advertisement, 14% of the respondents get the

information through friends / relatives, 8% respondents get the information

through Neighbors, 58% of the respondents get the information through

Colleagues and remaining 6% of get information through others.

0

20

40

60

Friends Relatives Neighboars Advertisement Others

14 148

58

6

%o

fRespon

dent

Source of Information

Graph 6 showing the number of respondent on the basis of

the Source of Information


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Table-7

Table showing number of respondents on the basis of media of

advertisement

Media of

advertisementNo. of Respondents Percentage (%)

Television 25 50

News paper 10 20

Posters 08 16

Display 05 10

Others 02 04

Total 50 100

Source: Survey Data

Analysis:

From the above table its clear that out of 50 respondents, 50% of the

respondents get the information from television, 20% respondents get

information through news papers, 16% of the respondents get information

through the posters, 10% respondents get information through display and

remaining 4% get information through others.

50

2016

104

0

10

20

30

40

50

60

Television News Papers Posters Display Others

%o

fResponden

t

Media of Advetrisement

Graph 7 showing the number of respondent on the basis

of media of advertisement


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Table-8

Table showing the number of respondents on the basis of the Opinion

about Advertisement.

Opinion No. of Respondents Percentage (%)Attractive 20 40

Informative 10 20

Creative 08 16

Educative 10 20

Others 02 04

Total 50 100

Source: Survey Data

Analysis: According to the table out of 50 respondents who can to

know about Gillette product throughout advertisement, 40% of the respondents

opinion that the advertisement is more attractive, 20% of the respondents are

opinion that the advertisement is informative, 16% of the respondents are

opinion that advertisement is creative, 20% of the respondents opinion that

advertisement is educative and remaining 4% of the respondents opinion that

advertisement is others.

0

20

40

%o

fRespo

ndent

Opinion

Graph 8 showing the number of respondent on the basis of the

Opinion about Advertisement


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Table-10


on the basis of duration of use the Gillette razor

Duration of use No. of Respondents Percentage (%)

Less than 1 year 7 14

1 to 2 year 11 22

2 to 4 year 13 26

More than 4 year 19 38

Total 50 100

Source: Survey Data

Analysis:

According to the table out of 50 respondent, 14% of the respondents are using

less than 1 years, 22% of the respondents are using 1 to 2 years, 26% of the

respondents are using 2 to 4years and 38% of the respondents are using more

than 4 years.

0

5

10

15

20

25

30

35

40

Less than 1 year 1 to 2 Year 2 to 4 Year More than 4

Year

14

22

26

38

%o

fRespo

ndent

Duration of users

Graph 10 showing the number of respondent on the basis of

duration of use the Gillet Razor


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Table-11

Classification of the number of respondents

on the basis of factor influenced to buy Gillette razor

Factor No. of Respondents Percentage (%)Performance 23 46

Price 5 10

Package 10 20

Brand image 9 18

Others 3 6

Total 50 100

Source: Survey Data

Analysis:

According to the table out of 50 respondent, 46% of the respondents are

influenced by performance, 10% of the respondents influenced by the price, 20%

of the respondents are influenced by package, 18% of the respondents are

influenced brand image, and remaining 6% of the respondents are influenced

others.

0

10

20

30

40

50

Performance Price Package Brand image Others

46

10

2018

6%o

fRespondent

Factor Influenced to buy

Graph 11 showing the number of respondent on the basis of factor

influenced to buy Gillette razor


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Table-12


on the basis of the satisfaction of Gillette razor

satisfaction No. of Respondents Percentage (%)

Yes 35 70

No 15 30

Total 50 100

Source: Survey Data

Analysis:

According to the above table out of 31 respondent 97% of the

respondents are performance of Gillette are satisfied and 3% of the respondent

performance is not satisfied.

In the above table one thing is cleared number of respondents are satisfied

by gillette

70

30

0

10

2030

40

50

60

70

80

Yes No

%o

fRespondent

Satisfaction

Graph 12 showing the number of respondent on the basis of thesatisfaction of Gillette razor


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Table-13classification of number of respondents

on the basis of the opinion regarding price of Gillette Razor

Price No. of Respondents Percentage (%)

High 28 56

Reasonable 20 40

Low 1 2

Others 1 2

Total 50 100

Source: Survey Data

Analysis:

Among 31 respondents 80% of the respondents opinion that the price of

the Gillette is High, 12% of the respondents opinion that the price is Reasonable

and 4% of the respondents opinion that the price is low and 4% of the

respondents opinion is others.

80

12

44

High

Reasonable

Low

Others


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Table-14


on the basis of the opinion regarding Packaging of the Gillette razor

Package No. of Respondents Percentage (%)

Good 19 61

Satisfied 8 26

Needs improvement 4 13

Total 31 100

Source: Survey Data

Analysis:

Among 31 respondents 61% of the respondents opinion that the package

is good, 26% of the respondents opinion that the package is satisfied, and 13% of

the respondents opinion that the package is need improvement.


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0

10

20

30

40

50

60

70

Good Satisfied Needs improvement

61

26

13


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Table-15


on the basis of the changes in packing

Change in packing No. of Respondents Percentage (%)

Yes 8 26

No 23 74

Total 31 100

Source: Survey Data

Analysis:

Among 31 respondents 26% of the respondents opinion that is preferred

they need changes in packing and 74% of the respondents opinion that it is not

preferred they need not changes in packing.

0

10

20

30

40

50

60

70

80

Yes No

26

74


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Table-16


on the basis of the types of changes need

Types of changes No. of Respondents Percentage (%)

Size 1 12

Colour 2 25

Design 3 39

Use of Material 1 12Others 1 12

Total 08 100

Source: Survey Data

Analysis:.

Among 8 respondents 12% of the respondents opinion that the need changes in

size, 25% of the respondents opinion that they need changes in colour, 39% of

the respondents opinion that they need change of use of design 12% of the

respondents opinion is that they need change in use of materials and 12% of the

respondents opinion is that they need change in others.


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0

10

20

30

40

50

60

70

80

90

Yes No

83

17


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Table-18

the classification of the respondents

on the basis of opinion regarding availability

availability No. of Respondents Percentage (%)

Yes 29 93

No 2 7

Total 31 100

Source: Survey Data

Analysis:

Among 31 respondents 31% of the respondents opinion that is available

in all shops and 7% of the respondents opinion that is not available in all shops.

0

10

20

30

40

50

60

70

80

90

100

Yes No

93

7


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Table-19

classification of the respondents

on the basis of Suggests to buy a product

Suggest to buy a

productsNo. of Respondents Percentage (%)

Yes 28 91

No 3 9

Total 31 100

Source: Survey Data

Analysis:

Among 31 respondents 91% of the respondents opinion that they want to

suggest to others and 9% of the respondents opinion that they need not tell toothers.

In the above table shows number of respondent are they should suggest

to others.

-20

0

20

40

60

80

100

120

0 0.5 1 1.5 2 2.5


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CHAPTER-VI

FINDINGS OF THE STUDY1. Gillette products are very popular in the market compared to other brand

products.

2. Gillette products are largely used by students business men and employeefor its good quality, good varieties products of Gillette.

3. Gillette products are largely purchase only shaving products like blades,razors, shaving cream etc

4. Every consumers in Davangere city accepted that Gillette products are easilyavailable in the market because its strong distribution network.

5. Quality of the Gillette products is good as per survey. But some consumerscomplaint about the price. Because compared to other company products

price is higher

6. The survey reveals that majority of the respondent are male and they take thepurchase decision.

7. As per the survey 34% of the respondent s who purchase the Gillette razorare graduate.

8. According to survey 36% of the respondent who use the Gillette razor theirincome below 10,000 per month. This shows the middle class people are

interest to purchase the Gillette razor.

9. Form the survey its clear that the professional, business men and employeeprefers Gillette razor.

10.Majority of the respondents use the Gillette razor


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11.The survey reveals that 58% of the respondents got the information throughadvertisement only. It evident that the advertisement is the effective way to

convey the information to the customers.

12.From the survey its clear that 62% of the respondents get information fromtelevision. SO television is the one of the powerful media to reach the

customers.

13.According to the survey it is obviously shows that the advertisement whichis provided by the company is more effective.

14.The survey reveals that most of the respondents after the purchase view thatreasonable price, medium, razor quality, good, focus availability in all shops

and good packing.

a. 60% of the respondents view that good focus.b. 96% of the respondents view that razor availability in all shopsc. 32% of the respondents view that good packing.

15.Most of the respondents suggest potential buyer to purchase the Gilletterazor. It shows that they are loyal customers of Gillette company.


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6) Profit Margin:

Profit margin available from Gillette products is less to retailers.

Company has to consider increasing the profit margin to retailers, so as to

encourage them to sell more and Gillette products.

7) Promotion activity:

Since Gillette razor is having a good demand in the market. The company

should maintained this by giving various promotions through different media.

8) Improve packing:

Packing should be made still attractive to boost the sales as we know that

packing is called as a silent sales men. This will improve in profits.

9) The company should has to start their own retail outlets so that it makesavailable all the products at one shop. This strategy may improve the cost

but it make the customer satisfaction.

10)The dealer has to meet individual retailer then improve sales and service thecompany has provide high quality razor for long life.

CONCLUSION:

In conclusion it can be said that the products or Gillette India limited

enjoy the consumer loyalty but due to the products ate costly as compared to

substitutes available in the market, the company can do well in the market by

reduce the prices of its products.


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ANNEXURES QUESTIONNAIRE BIBLIOGRAPHY


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QUESTIONNAIRE

Consumer attitude towards Gillette Razors

Dear Respondent,

I am a student of A.R.G College of arts and commerce studying in

final year B.B.M. As a part of my academic curriculum, I have under taken

a project work entitled Consumer attitude towards Gillette Razors

(With special reference to Amazon Distributors Ltd.,)in Davangere city,

I request you kindly to spare few minutes in responding to the

questionnaire.

Thanking youYour faithfully,

Jayaprakash.M.P.

1] Name: -

2] Address: - ..

3] Age group (in years): -

a) Below 20 years

b) 20 to-30 years

c) Above 30 years


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4] QUALIFICATION: -

a) Upto S.S.L.C b) P.U.Cc) Graduation d) Post Graduatione) Any other please specify.

5] Occupation: -

a) Employee b) Business

c) Profession d) Agriculture

e) Any other please specify. ..6] Monthly Income (in Rs.)

a) Less then 10,000 b) 10,000 to 15,000

c) 15,000 to 20,000 d) above 20,000

7] Have you heard the name of Gillette?

a) Yesb) No

8] If yes, name the source of information

b) Friends b) Relativec) Neighbors d) Advertisementd) Colleagues f) Any other please specify. .

9] If through advertisement, which media?a) Television (T.V.) b) Newspaperc) Posters d) Display

e) Any other please specify. ..

10] What is your opinion about advertisement?

a) Attractive b) Informative c) Creative

d) Educative e) Any other please specify..

11] Which of these Gillette products do you use?

a) Blades b) Razors c) Shaving cream

d) Deodorants e) Any other please specify .

12] If Razors, since how long do you use (in years)?


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a) Less then 1 year b) 1 to 2 years

c) 2 to 4 years d) more then 4 years

13] If Razors, which factors influenced you to buy a Gillette Razors?a) Performance b) Price c) Package

d) Brand image e) Any other please specify .

14] Are you satisfied with the performance of Gillette Razors?

a) Yesb) NoIf no, state the reason

..

15] What is your opinion about the price of Gillette Razors?

a) High b) Reasonable c) Low

16] How is the package of Gillette Razors?

a) Good b) Satisfied c) Needs improvement

17] Do you want any change in its package?

a) Yes b) NoIf Yes, What type of changes do you need?

a) Size b) Color c) Design

d) Use of Material e) Other please specify.

18] Is it preferred by all age group people?

a) Yes b) No19] Is it available in all shops?

a) Yes b) No20] Do you wish to suggests Gillette Razors to potential buyers?

a)

Yes b) NoIf no, state the reason...

21] Suggestions if any specify .

..

..

Place:


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Date: Signature

TTHHAANNKKYYOOUUVVEERRYYMMUUCCHHFFOORRYYOOUURRKKIINNDDCCOO--OOPPEERRTTIIOONN


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BIBLIOGR PHYBOOKS

Marketing Management --- Philip Kotler

Marketing Management --- Boyd Walker

Marketing Management --- Maxwell McMillan

Project work for guidelines

MAGAZINES and OTHER SOURCES:

Company catalogues

Distributors guide

Gillette product guide

Gillette around the world

Company Magazines

Business world

My today

News Paper

Business Line

The Hindu

WEBSITE:

www.gillette.co.in

www.google.com

www.yohoo.com
http://www.gillette.co.in/http://www.gillette.co.in/http://www.google.com/http://www.google.com/http://www.yohoo.com/http://www.yohoo.com/http://www.yohoo.com/http://www.google.com/http://www.gillette.co.in/

Documents

Gillette Razor