MARKETINGMANAGEMENT OF SAFETY RAZORS By- ………………
ContentsIntroductionGillette India Ltd. – Info.PricingPricing techniquesPlacePromotionPromotional ActivitiesDistribution channels
Acknowledgement& PrefaceThe following project “MarketingManagement of Razor” was successfullycompleted under the guidance of Mr……………………..and I would also like tothank my institute …..., For inculcating inme the management knowledge and skillsand then providing me with the bestopportunity to apply and update myknowledge and skills. Their guidance andefforts were vital for the completion ofthe project for which I am thankful. Name-………………….
Product Chosen for StudyThe product under study is Safety Razors.It is typically a day to day consumer product.Men utilize it off every day to enhance theirpersonality.It is mandatory that safety razor bladesmanufactured in India should be covered by thecertification marking of the Bureau of Indiastandards & should carry the ISI mark.The Safety Razor got its name from the fact thatonly the blades edge is exposed. In 1901, KingCamp Gillette invented the safety razor withdisposable blades. This allowed people to safelyand effectively shave themselves at home, ratherthan having to go to the barber for a shave or tosharpen their blades.
IntroductionA safety razor is a shaving implement with a protective device positioned between the edge of theblade and the skin. The term was first used in a patent issued in 1880, for a razor in the basiccontemporary configuration with a handle attached at right angles to a head in which a removableblade is placed (although this form predated the patent). Its edge was protected by a combpatterned on various types of protective guards that had been affixed to open-blade straight razorsduring the preceding decades. Some safety razors in present-day production retain a comb but themore common protective device is now a solid safety bar. The initial purpose of these protectivedevices was to reduce the level of skill needed for injury-free shaving, thereby reducing the relianceon professional barbers for providing that service and raising personal grooming standards. Prior tothe introduction of the disposable razor blade by King Camp Gillette in 1901, however, safety razorusers still needed to strop and hone the edges of their blades. These are not trivial skills (honingfrequently being left to a professional) and remained a barrier to the ubiquitous adopting of the beyour own barber ideal.Disposable cartridge razorsBasic designThe risk of injury from handling razor blades was further reduced in 1970 when Wilkinson releasedits "Bonded Shaving System", which embedded a single blade in a disposable plastic cartridge. Aflurry of competing models soon followed with everything from one to six blades, with manycartridge blade razors also having disposable handles. Cartridge blade razors are sometimeconsidered to be a generic category of their own and not a variety of safety razor.Disposable razorsThe next innovation came with the introduction of the Bic disposable razor in 1974. Instead of beinga razor with a disposable blade, the entire razor was manufactured to be disposable. Gillettesresponse was the Good News disposable razor which was launched on the US market in 1976 beforethe Bic disposable was made available on that market. Shortly thereafter, Gillette modified the GoodNews construction to add an aloe strip above the razor, resulting in the Good News Plus. Thepurported benefit of the aloe strip is to ease any discomfort felt on the face while shaving. Plasticdisposable razors and razors with replaceable disposable blade attachments, often with one to threecutting edges (but sometimes with four and as of recently, five cutting edges), are in common usetoday.
Gillette India.Gillette’s Strategy in IndiaThe Indian shaving products market is characterized by a 97% shareof double-edgedblades - a business dominated by the Malhotras,with brands like Topaz and Panama.Instead of going head-on againstthem in this highly price-sensitive market, Gillette India haschosen tofocus on premium products. The strategy has been to bring morepeople intothe twin-edged segment, and then gradually move themtowards even more premiumproducts. Also, by segmenting themarket with offerings at different price points - 7OClock, Sensor andMach III, Gillette offers a continuing upgrade path for users.Product DetailsCompany Manufacture stainless steel razor blades. Gillette India has a widerportfolio of core business of shaving products sold under Gillette, 7‟0 Clockand Wilkinson brands. It has the premium quality 7 O’clock Ejtekshaving brush,7 O’clock Ejtek P II shaving system with a metal spine and a shavecream inthree variants, Gillette Presto Ready shaver, Ready shaver under the Brand7OClock Ready II . Gillette Sensor & Sensor Excel shaving systems which metwith an excellent consumer and trade response, Gillette Shave Foam, GilletteAerosol" shaving cream, newgeneration triple blade shaving system
Mach3Turbo etc. . Company has strong diversified portfolio to increase itsmale personal productscoverage. Product PricingCompany has razors for both middle class and premium users1. Gillette Fusion Pro Glide Shaving Razor- ₹3992. Gillette Fusion Pro Glide Power Shaving Razor- ₹ 5993. Gillette 7 O’clock P II Razor-₹ 804. Gillette Fusion Gamer Razor- ₹ 2995. Gillette Presto Razor (5 Blades) - ₹ 88
6. Gillette Fusion Pro Glide Shaver- ₹ 391 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 Educate consumer on product advancements and improved shaving performance 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
Physical DistributionThe distribution network of Gillette is very robust. Theyhave P&G‟s distribution network in addition to GilletteIndia’s existing one. The distribution network is acombination of own network and that of a franchisee.As of now, Gillette India has the same distributors inthe 20 cities that P&G operates with. The distributionnetwork follows a hub and spoke model. The hubs arethe 20 cities. The spokes are the various Tier 2 and Tier3cities and towns around the major hub. These citiesare managed by the exclusive distributors in thosecities. Every city has only one franchisee distributor.These tier 2and 3 cities (spokes) thus serve as a feedermarket to the hubs. Each franchisee distributor has hisown set of employees working for him. The distributoralso manages his own fleet costs to supply to theretailers. There are no wholesalers. Distribution channels
Advantages of distribution channel 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 .
Star Razor Ltd. U.S.P- Enjoy Shaving Time Director – ………………….. Product Range1. Star shaving Razor-₹992. Star Soft Shaving Razor-₹1993. Star Ultra Soft Razor-₹2994. Star Electric shaving razor- ₹3995. Star Soft Ultra Power Razor- ₹499
Promotion Techniques for Promoting Star Products –1. Sampling Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogues, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. (Always in Paid Form non personal)2. Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to- face or via telephone.3. Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.