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Transcript

  • 1. History
    • World war 1 st
      • Gillette using promotional offers for attracting the customer. (Shave & Save Plan)
      • They also attracting government which ordered 3.5 million razors & 36 million blades.
      • They create an environment of self shaving.
      • They also using advertisement for recall the image in customers mind.
      • They built power full brand image of Gillette.
  • 2. History
    • World war 2 nd
      • Gillette produced 12.5 million razors & 1.5 billion blades for US military.
  • 3. History
    • Competition
      • During the post world war 1 st
        • Auto Strop Safety Razor company developed same size razor.
        • They also developed a blade called Probak that could fit in both the companies razor.
        • In 1930 both the company decided to merge.
        • For boost their sales they cutting the price and sponsoring major football and baseball events.
  • 4. History
    • In 1936 Gillette introduced new product in the market:
        • Brushless shaving cream
        • Kumpakt electric razor
    • In 1940 Gillette introduced the range of lather shaving cream.
    • In 1948 Gillette purchased Toni company .
    • (A US manufacturer of home permanent kits for women)
    • In 1955 Gillette bought Paper mate company in $15 million.
  • 5. History
    • In 1962 Gillette acquired sterilon corporation.
      • These acquisition Gillette organized itself 5 operating divisions.
          • The Gillette Safety Razor Company
          • The Toni Company
          • The Paper Mate Company
          • The Eastern Hemisphere Divisior
          • Western Hemisphere Division
  • 6. History
    • In 1967 Gillette acquired Braun company, which manufactured electronic razors, Hair dryers, High fidelity speakers and cameras.
    • In 1970s Gillette acquired La Giulla, a small Italian chewing gum and candy and several small house hold like – plant and potting.
    • In 1971 Gillette acquired a 48% interest in ST Dupont company. (A manufacturer of luxury writing instruments and disposable lighters.
    • In 1973 Gillette acquired Jafra, a cosmetic company.