NAME – TEJAS R. JADHAV

ROLL NO. – 22

MARKETING MANAGEMENT

SASMIRA’S INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

PRODUCT - GILLETTE

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

1st patented safety razor in 1904

Entered the India Market in 1984

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, Luxor and Parker pens

HISTORY

CEO – ALAN GEORGE LAFLEY• Alan George "A.G." Lafley (born June 13, 1947) is the

Chairman of the Board, President, and Chief Executive Officer of Procter & Gamble. Originally retired in 2010, he rejoined the Company on May 23, 2013.

• As CEO, Lafley is credited with revitalizing P&G under the mantra “Consumer is Boss,” with a focus on billion dollar brands like Crest, Tide, and Pampers.But he also brought in several new brands, like Swiffer and Febreze, by merging P&G’s internal resources.

• Prior to rejoining P&G in 2013, Lafley consulted on business and innovation strategy, advising on CEO succession and executive leadership development, and coaching experienced, new, and potential CEOs.

31%

69%

SALES

RAZOR AND SHAVING CREAM

OTHERS

SHAVING CATEGORY

SHAVING

MEN

PERSONAL CARE

DURACELLBATTERIES

ORAL BBRAUN

APPLIANCES

BRAUN KITCHEN APPLIANCES

BRAUN HAIR CARE EPILATION

BARUN STEAM IRONS

PERSONALDIOGONASTIC

MANUALTOOTHBRUSHES

ADVANTAGEINDICATORCROSS ACTIONSTAGES

POWERTOOTHBRUSHES

3D EXCEL3 D PULSATINGCROSS ACTION KIDS

FLOSS AND INTERDENTAL

SATIN flossULTRAFLOSSESSENTIAL FLOSSSUPER FLOSSORTHODENTIC

TOOTHPASTE ANDMOUTH RINSE

GENARAL USE BATTERIES

COPPER TOPULTRAPRISMATIC

SPECIALITY BATTERIES

PHOTOHEARING AIDCAMCORDERWATCHELECTRONICSHOME MEDICAL

SHAVING GELS AND FOAMS

GILLETTE SERISESATIN CARE

ANTIPERSPIRANTSAND DEODRANTS

GILLETTE SERISERIGHT GUARDSOFT & DRIDRY IDEA

MACH 3MACH 3 TOURBOSENSORSENSOR EXCEL

WOMEN

VENUSSENSORDAISY

PRODUCT

GILLETTECREAM GILLETTE

GELGILLETTE

FOAM

PRODUCT DIFFERENTIATION

FORM

FEATURES

7O’CLOCK(SINGLE BLADE)

MACH2(DOUBLE

BLADE RAZOR)

MACH3(TRIPLE BLADE

RAZOR)

FUSION(5 BLADE RAZOR)

-

PRICING

RAZOR•GILLETTE VECTOR PLUS RAZOR – Rs. 39•GILLETTE MACH 3 RAZOR – Rs. 124•GILLETTE MACH 3 TURBO RAZOR – Rs. 149•GILLETTE VENUS RAZOR – Rs. 199•GILLETTE FUSION RAZOR – Rs. 299

GEL•GILLETTE GEL – Rs. 53

AFTER SHAVE•GILLETTE AFTER SHAVE – Rs. 260

Gillette’s own network in India reaches 1 lakh outlets in 3600 towns

Now Using additional P&G distribution channel

Selling all over India

PLACE

Strong and sustained advertisement all through out

Gillette brand has high recognition rate

Massive influence, recall and salience—reminder advertising

Successful MACH3 launch campaigns

Focus on brand values, innovation and cutting edge technology

AIM- to educate consumer on product advancements and improved shaving performance

PROMOTION

Tie up with Rediff-on-the-Net e-commerce to market its product

Tie up with zapak.com

Endorsed by eminent sports personalities like Roger Federer, Tiger Woods, Rahul Dravid

Used sports as a major promotional vehicle

Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully

PROMOTIONAL ACTIVITIES

GILLETTE STRATEGY

Gillette created a safety razor that used disposable blades. Initially, the razor was expensive, and after some years when the patent on the razor expired, Gillette realized that the more Gillette razors that were in the hands of potential buyers, the more blades he would sell. Therefore, Gillette started selling the razors at a lower price to increase the demand for blades, which carried a much higher gross profit margin than the razors. His product model became(1) give away the razor (or sell it at a low price) to get it into the hands of as many people as possible and (2) make the “big money” from selling high-margin replacement blades.

SWOT ANALYSIS

STENGTHS•LONG STANDING HISTORY•MARKET LEADER•AGGRESSIVE ADVERTISING•BRAND IMAGE & BRAND EQUITY•STRONG BRAND NAME

OPPORTUNITIES•IMPORTANCE OF PERSONAL HYGIENE•INCREASED GROOMING•FASHION LOOK•DEMAND FOR HIGH QUALITY

WEAKNESSES•VERY HIGH COST•MANUAL PRODUCTS ONLY•LIMITED PRODUCTS FOR WOMEN

THREATS•MANUFACTURING PRICES INCREASES•LOWER COST PRODUCTS•NEW COMPETITORS•ECONOMIC DOWNTURN