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    Project Group 10 - Gillette

    Uploaded by

    Vaibhav Singh
    1) The document discusses Gillette's position in the Indian razor market and the trends disrupting the grooming industry, such as the growing beard trend in India. 2) Gillette has traditionally focused on razors but is now facing challenges from changing consumer preferences toward growing beards. 3) The document analyzes Gillette's history, brand, and strategies they could employ going forward like leveraging their brand image, countering the beard trend through marketing, and launching new products to offer a complete grooming solution while avoiding diluting their razor brand identity.

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    Project Group 10 - Gillette

    Uploaded by

    Vaibhav Singh
    149 views9 pages
    1) The document discusses Gillette's position in the Indian razor market and the trends disrupting the grooming industry, such as the growing beard trend in India. 2) Gillette has traditionally focused on razors but is now facing challenges from changing consumer preferences toward growing beards. 3) The document analyzes Gillette's history, brand, and strategies they could employ going forward like leveraging their brand image, countering the beard trend through marketing, and launching new products to offer a complete grooming solution while avoiding diluting their razor brand identity.

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    1) The document discusses Gillette's position in the Indian razor market and the trends disrupting the grooming industry, such as the growing beard trend in India. 2) Gillette has traditionally focused on razors but is now facing challenges from changing consumer preferences toward growing beards. 3) The document analyzes Gillette's history, brand, and strategies they could employ going forward like leveraging their brand image, countering the beard trend through marketing, and launching new products to offer a complete grooming solution while avoiding diluting their razor brand identity.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    149 views9 pages

    Project Group 10 - Gillette

    Uploaded by

    Vaibhav Singh
    1) The document discusses Gillette's position in the Indian razor market and the trends disrupting the grooming industry, such as the growing beard trend in India. 2) Gillette has traditionally focused on razors but is now facing challenges from changing consumer preferences toward growing beards. 3) The document analyzes Gillette's history, brand, and strategies they could employ going forward like leveraging their brand image, countering the beard trend through marketing, and launching new products to offer a complete grooming solution while avoiding diluting their razor brand identity.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    PSM Project

    Gillette
    Growing Beard Trend in India

    Group 10
    Akshay Saraogi 1911061  
    Aneri Shah 1911138      
    Chirag Mittal                1911193 
    Amrit Satsangi             1911286 
    Abhishek Anand          1911377 
    Daashrathy Srikanth   1911435 
    Purpose
    • To analyze Gillette’s position in Indian razor market
    • Understand how a commoditized product can persevere in the face of
    changing trends

    What to expect?
    • History of Gillette and challenges ahead
    • What are the trends disrupting the grooming industry?
    • Evolution of Men’s grooming industry in India
    • What’s the current situation and where does Gillette stand?
    • Analyzing the way forward for Gillette
    Gillette
    Leader in men’s grooming Indian male toiletries market ($545mn)
    8%

    • Founded by King C Gillette in 1901


    11% Men's disposable
    • Used by 750 Mn men in over 200 countries razors and blades
    Pre-shave
    • Acquired by P&G in 2005 for $57 bn cosmetics- men's
    18% Post shave
    • Rank 42 on World’s most valuable brands cosmetics-men's
    63% Aftershaves &
    colognes
    • Adopted different approach in Indian market
    Source: MarketLine

    Winning on Innovation Competitive Landscape


    Procter & Gamble
    (Gillette)
    38% Super Max world
    39% (Super Max)
    Malhotra Shaving
    Products Ltd
    (Topaz)
    Eedgewell Personal
    Care brands
    6%
    11% Others Source: MarketLine
    7%
    Evolution of Men’s Grooming Industry
    1 Role models do not shave anymore 2 Impact of social media

    3 Influenced by the West


    • Indian trends observed to follow
    the West
    • 2008 financial crisis – likely reason
    for this new trend of sporting a
    beard
    Evolution of Men’s Grooming Industry
    4 Increase in total disposable income 6 Entry of start-ups

    5 7 Beard-friendly workplace
    Appearance matters
    "A lot of guys in our sales teams and at the
    • Indian man spends ~ 42 minutes a day
    head office have the trendy beard, and we
    on grooming himself are absolutely fine with it. Fashion is a
    • 2/3rd of Indian men are concerned about
    personal choice and we respect that."
    their appearance
    - Mr Kavindra Mishra, Managing
    Director, India, Pepe Jeans London
    Source: Ministry of Statistics & Programme Implementation, Economic Times, Mintel Research Report
    Gillette Life Cycle and Present Status

    Life Cycle
    Gillette in the mature
    stage of PLC

    BCG Matrix Analysis


    Razor portfolio moving
    from Star to Cash Cow
    Gillette Brand
    • Gillette is positioned as a razor brand. To start, simply
    • Every iconic Gillette ad involves a male stop shaving
    who uses a Gillette razor to shave.
    Razor company
    posting articles on
    beard growth?

    • Gillette launched a styler in 2013


    • None of the 75 Ads on Gillette • Focusses on being

    India YouTube page talk about better men

    this • 28th most disliked


    video as on Jan 2019
    Brand Extension
    Brand - asset for company & it should stand for something that company believes in
    New Brand name for different segment New product line of trimmer within same Brand
    Summary and Way ahead
    WHERE I AM CURRENTLY STRATEGIES (ANSOFF MATRIX)
    • Stagnating shaving ind. FOCUS ON EXISTING PRODUCTS
    • Changing preferences • Leverage its high brand image
    • Gillette - maturity stage • Marketing to counter beard trend
    LAUNCHING NEW PRODUCT
    WHERE I WANT TO REACH
    • Capture opportunity of beard trend
    • Retain market leader • Complete SOLUTION - men’s grooming
    • Counter beard trend ISSUE - Dilution of brand
    Fidelity

    SOLUTION
    ACCESS
    VALUE
    EDUCATION
    Convenience

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