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Market Analysis of Gillette India Limited - 2009
 

Market Analysis of Gillette India Limited - 2009

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  • Good afternoon Sir, My project title is Market Analysis of Gillette India Limited – a renowned FMCG Co. operating in India since last 25 yrs.

Market Analysis of Gillette India Limited - 2009 Market Analysis of Gillette India Limited - 2009 Presentation Transcript

  • MARKET ANALYSIS
    OF
    GILLETTE INDIA LIMITED
  • A BREIF INTRODUCTION
    • Incorporated on 9th February 1984 as Indian Shaving Products Limited (ISPL)
    • Company was jointly Promoted by (HOPE) and Gillette Company, U.S.A. (Gillette).
    • Became Subsidiary of P&G in 2005.
    • Business Segments – Personal Grooming, Oral Care & Portable Power.
    • Till date Gillette India has launched many innovative products to capture Indian consumers.
    • Captured a major market share in premium shaving care segment.
    • Carved a reputation for delivering high quality, value-added products.
    • Focus on Personal Grooming Products Especially on Shaving Cream / Gel / Foam Segment.
  • PERSONAL GROOMING INDUSTRY
    AN OUTLOOK
    Indian Personal Care Market
    • Estimated to be worth $ 4-bn.
    • 20% Growth recorded in 2008.
    • Gillette India recorded 16% Growth in 2008.
    • Still in an infant stage.
    • Opportunities for Gillette, Colgate Palmolive & others
  • GILLETTE INDIA LIMITED – THE 4P’S
    PRODUCT
    PRICE
    PLACE
    PROMOTION
  • PRODUCT
  • PRODUCT
    The BCG Matrix
    Market Share
    Men Toiletries
    Razors
    Market Growth
    Oral B
    Duracell
  • PRODUCT
    6 VARIANTS IN SHAVING GELS (Metallic Cylinders)
    Sensitive Skin, Moisturizing, Extra Comfort,
    Cool Cleansing, Pure & Sensitive and Protection.
    Size: 210 ml.
    3 VARIANTS IN SHAVING GELS (TUBES)
    Sensitive Skin, Moisturizing, & Ultra Conditioning
    4 VARIANTS IN SHAVING FOAMS (Metallic Cylinders)
    Sensitive Skin, Pure & Sensitive, Conditioning &
    Cool Cleansing
  • PRODUCT
    POTENTIAL PRODUCT
    AUGMENTED PRODUCT
    EXPECTED PRODUCT
    BASIC PRODUCT
    CORE BENEFIT
    LOOK GOOD
    SHAVING CREAM
    WITH MOISTURISER
    GEL BASED
    FACE CREAM
  • PRICE
    PREMIUM PRICING
    • All Products are in a premium category
    • Pricing well above the industry average
    • Leveraging Consumer Loyalty
  • PLACE
    Gondia
    Chandrapur
    Hinganghat
    • Gillette’s own network in India reaches 1 lakh outlets in 3600 towns
    • Now Using additional P&G distribution channel
    • Hub and spoke approach
    • 20 hub cities and spokes are Tier 2 and Tier 3 cities
    Nagpur (Hub)
    P&G Depot
    Yeotmal
    Akola
    Amravati
    The Spoke and the Hub Distribution Model of Gillette India
  • PLACE
    Business Executive
    (C.G. Marketing) - 1
    Distributor
    (C.G. Marketing)
    Area Sales Manager
    (P&G) - 1
    Sales Trainee Leader
    (C.G. Marketing)- 5
    ADVANTAGES
    • The small number of routes generally leads to more efficient use of transportation resources.
    • Complicated operations, such as package sorting and accounting, can be carried out at the hub, rather than at every node.
    • Spokes are simple, and new ones can be created easily.
    • Customers may find the network more intuitive. Scheduling is convenient for them since there are few routes, with frequent service.
    Distributor Sales Exe
    (C.G. Marketing)- 18
    Visibility Captain
    (C.G. Marketing)- 17
    Delivery Boys
    (C.G. Marketing)- 12
  • PROMOTION
    • 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
    PROMOTIONAL ACTIVITIES
    • Tie up with Rediff-on-the-Net e-commerce to market its product
    • Tie up with ZAPAK for The India Gaming Championship 2009
    • Endorsed by eminent sports personalities
    • Used sports as a major promotional vehicle
    • Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully
    • Less Attention on Shaving Gels & Foams
  • PROMOTION
    PROMOTION
    THE AIDA MODEL
    • ATTENTION- BY ADVERTISEMENT
    • INTEREST- BY FEATURES
    • DESIRE-ADMIRATION BY OPPOSITE SEX
    • ACTION- PURCHASING
  • RESEARCH OBJECTIVES
    • Gauge brand recall for various Shaving Creams/Gels/Foams brands, specifically Gillette.
    •  To understand the Buying Intention of Gillette Shaving Gel and Foam users.
    •  To understand the brand loyalty of customers towards Shaving Creams/Foams/Gels.
    •  Identify how Gillette India can become Market leader in Shaving Creams/Gels/Foams
  • HYPOTHESES
    The Two Hypotheses made in the beginning of the study were:
    Gillette Is The Most Renowned Brand In Shaving Product Market In India.
    Gillette Can Become A Market Leader In Shaving Product Market In India.
  • RESEARCH DESIGN
    Problem Determination
    Exploratory
    Research
    THE IMPLEMENTATION
    Data Collection
    Phase I : Secondary Data Collection
    Phase II : Depth Interviews (Exploratory Research)
    Phase III : Consumer Survey (Descriptive Research)
    Causes of Problems
    Descriptive
    Research
    Answers to Problems
  • SAMPLING TECHNIQUE
    The Universe of the Sample:
    All People aged 18 to 70 years of Nagpur were randomly selected, who have purchased Shaving Cream/Gel/Foam.
    The Sampling Frame:
    Shopping Malls, Men’s Parlors, Residential Areas and other public places like Restaurants.
    The Sample Size: 100.
  • DATA ANALYSIS
    BRAND RECALL
    GILLETTE HAS THE HIGHEST BRAND RECALL
  • DATA ANALYSIS
    BRAND LOYALTY
    GILLETTE HAS THE HIGHEST BRAND LOYALTY
  • DATA ANALYSIS
    PREFERRED BRAND
    GILLETTE EMERGED AS THE MOST PREFERRED BRANDS
  • DATA ANALYSIS
    BRAND SATISFACTION
  • DATA ANALYSIS
    BUYING INTENTION
    Group 2:
    Ease of Use
    Keeps the skin soft
    Ingredients
    Fragrance
    Lather formation
    Availability in stores
    Offers/Discounts
    Brand name
    Group 1:
    Price
    Stylish package design
    Antiseptic attribute
    Color of the cream/foam/gel
    Lather formation
    Availability in stores
    Offers/Discounts
    Brand name
     
    COMMON ATTRIBUTES
  • DATA ANALYSIS
    FISHBEIN ANALYSIS
  • RECOMMENDATIONS
    • Launch Matured products like regular Foams & Razors in neighboring countries.
    • Launch Gillette Shaving Cream & Other Personal Grooming Products.
    • Promote Gillette Shaving Cream / Gel / Foam more aggressively.
  • Thank You !