Gillette Shampoo

8/3/2019 Gillette Shampoo

1/26


2/26

ABU BAKKAR NAVEED BUTT

SAIF NOUMAN ALI JUNAID


3/26


4/26

` This product is especially designed for the men

who are suffering from dandruff in their hairs and

they are worried because they are lackingconfidence in their work and want to eliminate it. In

addition to the elimination of dandruff they also

want hair nourishment, strength and shine in hairs.


5/26

` Gillette is a brand OF SUBSTANCE & TECHNOLOGICALSUPERIORITY that also has STYLE & SOUL a character &personality. Our vision for you - our consumer - is to provide ahealthy, deeply nourished scalp which has a natural resistance

against dandruff and is the foundation for your strong andbeautiful hair... So that you feel attractive, confident, & ready toboldly engage the world!

` Gillette shampoo has a gender-based dual architecture becauseit understands that the male scalp has a unique set ofrequirements and needs specialized care in order to combatdandruff and other scalp related problems. That is why Gillette, in

addition to its unisex range, has a launched a shampoospecifically for men the first of its kind to


6/26

` Men have greater sebum secretion in their scalps

that leads to dandruff which generic anti dandruff

shampoos cannot remove.

` 52% of Pakistani males suffer from dandruff acause of unhealthy hair and lack of confidence.

` Strengthens your hair noticeably

` Gives the hair powerful body

` Mild and gentle to scalp and hair


7/26

` In current market of shampoos there are numerousbrands selling anti dandruff shampoos.

` Most of them are designed for bisexual use.

` But now the situation is changing rapidly the market isbecoming highly segmented and customer awarenessin increasing and the customer is demandingespecially designed products to fulfill their needs.

` Results` 100

% flake free` 100% freshness


8/26

` Types of Shampoos

`

x Cosmetic ( shine, health, strength )

x Anti - Dandruff

x Herbal

` Different Brands

`

` Life boy (unilever)

` Pentane (P&G)

` Head and shoulders (P&G)

` Sun silk (unilever)

` Dove (unilever)

` Nivea

` LOreal

` Axe

` Suave

` Clear (unilever)

` Seborin (henkil)

`

` Gillette is the only unisex brand .which is famous, well known and caters mens only.

` The Gillette anti dandruff shampoo is designed on new research studies on mens scalp and the vitaminsthat hair requires necessary


9/26

` Gillette is owned by P&G its one of the best marketing company.

` Thanks to years of product innovation and heavy investment in marketing and advertising,Gilletteoccupies perhaps the most dominant position of any of the major global consumer goods brands with anestimated 70% share of the global razor blade category.

`

` However the product ifGillette is launching has to face a bottle neck competition in the market.According to product life cycle the product is at maturity. As a result of this position, there is highsegmentation in the market and the growth is very slow.

` There are many competitors in the market; they also own a dominant market share .`

` Following are the major competitors in the market

`

`


` LOreal

` Nivea for men

` suave men` clear men


10/26

` Keeping in the view of competition in the current market, and thestrategies adopted by them regarding target markets.

` Gillette will be adapting effective customer strategy.`

` Gillette anti dandruff shampoo will be targeting the men of the followingclass of the societies

` Upper middle class` middle class` Upper class rural consumers

` Teenagers - they are the major segment`

` Reasons for targeting this class of the society` If we see the previous advertisement strategy ofGillette, they have

being targeting the above mentioned classes of the society.

` So their shampoo will also be targeting the same class.


11/26


12/26

` Teen agers are the major segment ofGillette

because as per the demographics of Pakistan

` Teen agers spending capacity has increased in

few years` Teen agers are west oriented

` They are conscious of their hairs


13/26

` Shampoo is a part of FMCG product, FMCG

products also includes many articles

` What is a FMCG product?

FMCG refers to consumer non-durable goods required for daily or frequent use.

Typically, a consumer buys these goods at least

once a month.


14/26

` Types of FMCG

`

` Toilet soaps

` Toothpaste

` Shampoos

` Creams

` Powders

` Food products

` Confectioneries` Beverages

` Cigarettes


15/26

` According to industrial analysis of FMCG products .the industrialanalysis of shampoo industry is as follows

` The hair care market is estimated at around Rs. 2700 Cr.in whichthe shampoo industry is estimated at 930 Cr. It has the

penetration level of only13 per cent.

` The sales of sachets are up to 40 %. It has a low penetrationlevel in the big cities.

` Per capita usage of shampoos` Per Capita consumption of Shampoo in India - 13 ml` Per Capita consumption of Shampoo in Indonesia - 160 ml

` Per Capita consumption of Shampoo in Thailand - 330 ml


16/26

` Growth in Shampoo Market

`

` AverageGrowth over the last few yrs - > 20

` Expected Average growth over the next few yrs - 25 %

`

` AD segment is the fastest growing segment, growing at 10 - 12 % every year.

`

` Fastest growth of a Brand

`

` H & S growing at 15 - 20 % every year, it is said to be a dominant growth.

` P&G market share is 23%.

`

x Teeming million

x Burgeoning middle class

`

` Reasons for competition entering Pakistan

`

x Westernized youth

x low penetration levels

x Huge untapped market

`

`

`

`


17/26

` In mid 1997, per capita consumption of Shampooincreased

` Of the Rs. 350 Cr. Shampoo market, the ADsegment accounted for a 20 % share

` P & G launched its internationally acclaimed A & Dshampoo H & S in 1997 with Zinc Pyrithine (ZPT) -a unique anti-microbial agent. There were 2variants - regular and menthol

` Sachet sale became 40 % of all shampooconsumption in the country


18/26


` Sun silk (unilever)

` Pentane (P&G)

` Clear (unilever)

` LOreal

` Nivea

` Dove (unilever)

` Life boy (unilever)` Axe

` Dove (unilever)


19/26

` Gillette is marketed and supplied by (P&G) one of the bestmarketing and distribution firm. IfGillette anti dandruffwants to be penetrated in the market. They would come upwith effective strategies that should attract all the segmentswhich Gillette targets

` In the current scenario the competition is at its peak. Thecompetitors are enjoying a high market share.

` Gillette anti dandruff shampoo will be targeting the men ofthe following class of the society.

`

Upper middle class` middle class

` Upper class rural consumers

` Teenagers - they are the major segment


20/26


21/26

Pricing must be competitive and must entail profit.

The pricing strategy can comprise discounts and

offers

As Gillette will be new in shampoos so we canadapt price penetration strategy to get in the

market and to increase our market share


22/26

It refers to the place where the customers can buy the product and howthe product reaches out to that place. This is done through differentchannels, like Internet, wholesalers and retailers.

Gillette is distributed by (P&G) the best distributors among the globe.

Their products are available in both rural and urban areas.Gillette natural anti dandruff shampoo will be distributed through the same

channel from where otherGillette products are being distributed.

Gillette natural anti dandruff shampoo will be available at all generalmerchants, departmental stores, and whole sellers like (Wal-Mart, carefour, metro etc.)


23/26

` Our product provides the value to a customer. That value that wehave stated

` Gillette natural anti dandruff shampoo` Our product is based on natural extracts, which are 100%

natural.

` It is scalp friendly and anti dandruff.` No other shampoo in the market is giving natural extracts which

are scalp friendly except` Gillette natural antidandruff shampoo`

` The product will be available in the following packings` 200 ml` 400 ml`

`


24/26

` It includes the various ways of communicating to the

customers of what the company has to offer. It is

about communicating about the benefits of using a

Gillette natural anti dandruff shampoo

`

` If we check the product life cycle we can see that anti

dandruff shampoos are at maturity stage, the growth is

less and they require more advertisement to increase

their market share` Following types of advertisements would be carried

out


25/26

` Digital Advertising

`

` Television advertising

` Radio advertising

` Online advertising

` Covert advertising ( guerilla advertisement)

`

` Physical Advertising

`

` Press advertising

` Mobile billboard advertising

` In-store advertising

`

Coffee cup advertising` Street advertising

` Celebrity branding

`


26/26

Documents

Gillette Shampoo