GILLETTE’S Razor SharpEdge Over Its Competition Presented by:- Ketan thakur Tushar Patodia Nishab jauhri Rahul raut Bhanu pratap khushwaha
Overview Background info on Gillette Problems/Solutions company faced Current info/issues
Background Information Founded in 1901 Flagship product—safety razor Company’s strengths: Focus on scientific knowledge/studies Innovative products Large-scale manufacturing capability Useful products sold at fair price Sales in 2000: $9.3 billion
Global Company Strategy: “To manage its business with a long-term, global perspective” Over 1 billion people interact with a Gillette product every day Manufacturing operations located in 23 countries Distribution in 200+ countries 40,000+ employees
Vision Statement “To build TOTAL BRAND VALUE by innovating to deliver consumer value and customer leadership faster, better, and more completely than our competition.” Fundamental Principles: Organizational Excellence Superior performance at every level Core Values Achievement, Integrity, Collaboration
Products Overview: Worldwide leader in 12 major consumer product categories Focus on continual development of new products Currently introduces 20+ new products per year
Three Core BusinessesGillette is the undisputed global leader in: Grooming Portable Power Oral Care
Grooming Products World leader in male and female grooming products Blades, razors Wet, dry 700 million consumers use Gillette razor blades Shaving preparations and after-shaves
BLADES & RAZORS SEGMENT Grooming Male & Female Shaving Products Toiletries Blades & Electric Pre-Shave Post-Shave Deodorants Razors ShaversDisposable Shaving Replacement Razors Systems Blades
Introduction of projectThe objective of the study is to understand the consumerattitude and buying behaviour for Gillette Razor AndFoam. To understand the former part, we created a focusedgroup questionnaire and conducted a focused GroupDiscussion (FGD) on Shaving Cream, gel and foam.
Research Question and Hypotheses Are consumers more price conscious or brand loyal? What are the factors that play the most important role in a consumers choice of buying shaving cream/Razor? What is the effect of non-attribute factors on the purchasing decision of Gillette shaving gel/foam? What are the factors that play the most important role in a consumers choice of buying shaving cream/gel/foam?
Use of Marketing Research Focus groups and surveys revealed: Gillette must reform its approach by: Emphasizing quality and brand equity Discontinuing use of disposable razor ads Developing new products
Role of Marketing Research Told Gillette that it could change its former price approach to the market by emphasizing quality and brand equity as well as introducing new products.
Marketing Research Problem To determine the consumer’s opinions regarding the quality of products over their prices. To determine the impact of Gillette’s competition on its sales. To determine the wants and needs of consumers using Gillette’s various shaving products.
Observations:1)The surveyed sample considered Gillette to have the best packagingamong all the brands. This feature highlights the fact that point ofpurchase is an important selling point for the shaving cream/shavingRazor market and Gillette has been outperforming the competitors.2)For price sensitive customers products like V-John, Godrej and Dettolwere more satisfying than Gillette.3) The consumers are most satisfied with Gillette in all the cases exceptwhen the purchasing decision is based on price along with additionalfeatures.
Factor Analysis A factor analysis was carried out to obtain the group ofattributes which can be grouped together. Hence 4 factorswere obtained as follows –Factor 1 Product attributes (Fragrance, Brand Name,Foam Formation, Ease of Use)Factor 2 Price Sensitivity (Price, And Offers/Discounts)Factor 3 Point of Purchase (Availability in Stores andStylish Package Design)Factor 4 Additional Features (Colour of Shavingcream/gel/foam and Ingredients)