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    Gillette PDF

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    nishtichka
    Gillette was founded in 1901 and developed the first safety razor in 1903. It was acquired by Procter & Gamble in 2005 for $57 billion. Gillette has market shares of 55% in the women's razor market and 80% in the men's grooming market in India. It owns plants in India that have 20% lower costs than Chinese plants. Gillette uses innovation, emotional branding, sponsorships, and advertising to maintain its leadership position while facing competition from brands like Colgate-Palmolive, Old Spice, and Axe in India.

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    Gillette PDF

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    nishtichka
    5K views15 pages
    Gillette was founded in 1901 and developed the first safety razor in 1903. It was acquired by Procter & Gamble in 2005 for $57 billion. Gillette has market shares of 55% in the women's razor market and 80% in the men's grooming market in India. It owns plants in India that have 20% lower costs than Chinese plants. Gillette uses innovation, emotional branding, sponsorships, and advertising to maintain its leadership position while facing competition from brands like Colgate-Palmolive, Old Spice, and Axe in India.

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    Gillette was founded in 1901 and developed the first safety razor in 1903. It was acquired by Procter & Gamble in 2005 for $57 billion. Gillette has market shares of 55% in the women's razor market and 80% in the men's grooming market in India. It owns plants in India that have 20% lower costs than Chinese plants. Gillette uses innovation, emotional branding, sponsorships, and advertising to maintain its leadership position while facing competition from brands like Colgate-Palmolive, Old Spice, and Axe in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    5K views15 pages

    Gillette PDF

    Uploaded by

    nishtichka
    Gillette was founded in 1901 and developed the first safety razor in 1903. It was acquired by Procter & Gamble in 2005 for $57 billion. Gillette has market shares of 55% in the women's razor market and 80% in the men's grooming market in India. It owns plants in India that have 20% lower costs than Chinese plants. Gillette uses innovation, emotional branding, sponsorships, and advertising to maintain its leadership position while facing competition from brands like Colgate-Palmolive, Old Spice, and Axe in India.

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    of 15

    By Group 5:-

    Abhishek Bhartiya (004)


    B. Aditya Mohan (024)
    Gargi Banerjee(034)
    Kritika Jaiswal(045)
    Kavita Rai(044)
    Nishtha Sharma(059)
    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 acquired Gillette in 2005 in a $57 billion deal.
     Own plant at Bhiwadi, Haryana, Rajasthan and Karnataka.20%
    lower than plants at China.
     2007-454 crores and 20% production exported.
     Gillette’s profit declined 15% to INR 265.20 million last quarter.
     55% market share in women razor market and 80% market share in
    men’s personal grooming market.
    P&G M&A 2005 -$ 57 billion

    For P&G For Gillette

     Strategic fit, scale.  Part of a FMCG giant.


     More trade muscle.  Consummate
     Hi-growth market entry. marketer.
     No Unilever presence.  Adds innovation skills.
     $21 bn brands, $200 bn  Gillette global reach.
    mkt cap.
     Men’s grooming
    synergy.
    Shaving Range – The Product Mix

     Entry level disposables(Gillette presto).


     Basic twin blade razors.
     Sensor Excel and its variants.
     Mach3 and its variants( like mach3 Turbo)
     Gillette series – Shave gel, foam, after shave, cooling gel, after-shave
    balm & splash, anti-perspirants, deodorants and shower-gels.
     Gillette Venus range for women.
    Customer Level Hierarchy

    Core benefits.

    Basic Product.
    Expected
    Product.
    Augmented
    Product.
    Differentiation.
    Branding
     Brands en route – Gillette leads by example.
     Brand Image built on Common needs.

     Brand Globalization strategies used by Gillette:-

    1. Brand Leverage.
    2. Brand Coverage.
    Gillette’s Portfolio
     Significant expansion since the safety
    razor.
     Cater to diverse segments.
     Grooming range meets all consumer
    needs.
     Covers sensitive price points.
     Fully integrated grooming solution for
    men.
     Acknowledged master in persuading
    men to trade up to more expensive
    shaving systems.
    Gillette and the Market
     Gillette presents the classic example of innovation as
    product extension. Constant innovation – very good
    product Management.
     Catalyst – fundamental change in men’s attitude to
    grooming process.
     Influential sportsman make men care consciously
    about their appearance.
     Maturing of male grooming and female grooming
    market.
    Promotion

     Strong and sustained investment in advertising.


     Gillette brand-incredibly high recognition rate.
     1980’s – “The 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.
    Strategic Shift

     Strategic restructuring.
     Launching innovative and superior products.
     2004- back to ‘ the best a man can get’ ads.
     Original, emotive campaign but with a new & 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.
    POD’s

     Innovation.
     Emotional Connect.
     Not easily replicable technology.(Mach III, fusion,
    M3power etc.)
     Strong Brand Image.
     Advertising.
     Events Sponsorship (cricket, soccer, tennis).
     Provides superior total grooming solution.
    COMPETITOR ANALYSIS
    • Gillette is the market leader globally.
    • Competitors are very far and few.
    • In India competition is mainly in the shaving foam, creams,
    gels, and after-shave market.
    • Competition from :-
    1. Colgate-Palmolive (Palmolive umbrella)
    2. Proctor & Gamble . (Old Spice)
    3. HLL . (Axe & Denim)
    4. Godrej.
    5. Fa.
    6. Dettol.
    7. Park avenue
    Four basic strategies of Gillette

     Innovate.

     Move Fast or Lose out.

     Heavy promotions and advertising.

     Brand extensions.
    THANK YOU

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