Gillette Denmark

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  • The worlds most comfortable shave, ready to expand to new markets. First stop…. (Click) Denmark
  • Gillette Denmark

    1. 1. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    2. 2. Denmark Joanna Boydak - Jo-Ann Dilay - Meryllee Martinez - Royce Rowan - Wynn Witman 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    3. 3. <ul><li>Countries to Choose From: </li></ul><ul><ul><li>Denmark </li></ul></ul><ul><ul><li>Germany </li></ul></ul><ul><ul><li>Pakistan </li></ul></ul><ul><ul><li>South Korea </li></ul></ul><ul><ul><li>Ukraine </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    4. 4. <ul><li>Germany </li></ul><ul><li>Pros: </li></ul><ul><ul><li>Strongest in defense of property rights </li></ul></ul><ul><ul><li>Freedom from corruption </li></ul></ul><ul><ul><li>Strong business and investment freedom </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Employee restrictions </li></ul></ul><ul><ul><li>High income tax rate and corporate income tax rates </li></ul></ul><ul><li>Pakistan </li></ul><ul><li>Pros: </li></ul><ul><ul><li>Moderate fiscal freedom, business freedom and labor freedom </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Political Violence, civil unrest, poor infrastructure </li></ul></ul><ul><ul><li>Weak in: trade, investment, and financial freedom, property rights. and freedom from corruption </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    5. 5. <ul><li>South Korea </li></ul><ul><li>Pros: </li></ul><ul><ul><li>Competitive scores in business and investment freedom </li></ul></ul><ul><ul><li>Government incentives </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Weak trade freedom, fiscal freedom and labor freedom </li></ul></ul><ul><ul><li>High overall cost of trade </li></ul></ul><ul><li>Ukraine </li></ul><ul><li>Pros: </li></ul><ul><ul><li>Moderately well in trade freedom and fiscal freedom </li></ul></ul><ul><ul><li>Low tariff rates </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Weak in: business freedom, monetary freedom, investment freedom, property rights and freedom from corruption </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    6. 6. <ul><li>Denmark </li></ul><ul><ul><li>Highly Transparent </li></ul></ul><ul><ul><li>Government department devoted to attracting </li></ul></ul><ul><ul><li>foreign entrants. </li></ul></ul><ul><ul><li>Employment Regulations </li></ul></ul><ul><ul><li>Freedom to Operate Highly Protected by Gov </li></ul></ul><ul><ul><li>Corruption: Almost Non-Existent </li></ul></ul><ul><ul><li>World’s Best Nation for Foreign Investment </li></ul></ul><ul><ul><li>GDP 37,264.00 2007 </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    7. 7. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    8. 8. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    9. 9. <ul><li>Countries to Choose From: </li></ul><ul><ul><li>Denmark </li></ul></ul><ul><ul><li>Germany </li></ul></ul><ul><ul><li>Pakistan </li></ul></ul><ul><ul><li>South Korea </li></ul></ul><ul><ul><li>Ukraine </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    10. 10. <ul><li>Point of Entry: Copenhagen </li></ul><ul><ul><li>3.5 MILLION Inhabitants </li></ul></ul><ul><ul><li>Regional Headquarters for the Scandinavian </li></ul></ul><ul><ul><li> and Baltic Area </li></ul></ul><ul><li>Joint Venture and Licensing </li></ul><ul><li>Commonality for ease of Transition </li></ul><ul><ul><li>No requirement to register licensing agreements </li></ul></ul><ul><ul><li>No Danish restrictions on remittance of royalties </li></ul></ul><ul><ul><li>Personal business entities must be managed by a </li></ul></ul><ul><ul><li>physical person being an EU national or someone having a valid permit to work and do business in Denmark </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    11. 11. <ul><li>Limited Liability Corporation (LLC) </li></ul><ul><ul><li>A/S classification because only this classification </li></ul></ul><ul><ul><li> may be listed on the Copenhagen stock exchange </li></ul></ul><ul><ul><li>Online electronic registration system: </li></ul></ul><ul><ul><li>CVR num in hours </li></ul></ul><ul><ul><li>Exemption of Inbound or Outbound Dividends </li></ul></ul><ul><ul><li>This classification: Min Cap Req. 500,000.00 </li></ul></ul><ul><li>Manufacturing… the next step of consideration </li></ul><ul><li>A/S Corps and Leasing Production Sight. </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    12. 12. <ul><li>1895- KING CAMP GILLETTE originates the idea for a new disposable razor blade </li></ul><ul><li>1901- GILLETTE teams up with MIT engineer and machinist WILLIAM NICKERSON and together modify the safety razor </li></ul><ul><li>1903 - GILLETTE begins his legendary climb to the top as king of the U.S. shaving market </li></ul><ul><li>1905 - GILLETTE opens his first overseas office, headquartered in London, England </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    13. 13. <ul><li>1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal with the U.S. Armed Forces </li></ul><ul><li>1960 - GILLETTE safety razors with long lasting stainless steel blades hit the U.S. market. </li></ul><ul><li>1960s -70s - DISPOSABLE RAZORS, which can neither be sharpened or replaced, hit the market for both men and women. </li></ul><ul><li>1971 - GILLETTE begins to aggressively market a new twin-blade razor on a wide scale, even though there have been similar razors available since the 1930s. </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    14. 14. <ul><li>2000- Launched the Mach-3 and shaving gel, shaving foam and linen series for women </li></ul><ul><li>2002- Gained more shares so that it had three fourth of the Company’s shares </li></ul><ul><li>2004- The company launched the next generation triple blade shaving system, Gillette Mach Turbo. </li></ul><ul><li>2005- Gillette, USA was acquired by the Procter & Gamble Company, USA </li></ul><ul><li>2006- Released Fusion Power </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    15. 15. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    16. 16. <ul><li>800-1050 AD- Viking period in Denmark </li></ul><ul><li>1914- WWI: Denmark remained neutral </li></ul><ul><li>1940- WWII: Occupied by Germany </li></ul><ul><li>1949- Denmark abandoned its neutrality and </li></ul><ul><li>became a founding member of the North Atlantic Treaty Organization (NATO) </li></ul><ul><li>1959- the European Free Trade </li></ul><ul><li>Association (EFTA) was formed by </li></ul><ul><li>Denmark and 6 other countries </li></ul><ul><li>1973- Denmark entered the EU </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    17. 17. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    18. 18. <ul><li>Product quality </li></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Unique/customized and creative </li></ul></ul><ul><ul><li>Trade quality for price (vise versa)—value </li></ul></ul><ul><li>Service quality </li></ul><ul><ul><li>Independent consumers, Prefer DIY </li></ul></ul><ul><ul><li>Casual </li></ul></ul><ul><ul><li>Salesmanship is appreciated, If fed-up = EXIT </li></ul></ul><ul><ul><li>Compensatory decision-making </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    19. 19. <ul><ul><li>Image importance </li></ul></ul><ul><ul><ul><li>Real </li></ul></ul></ul><ul><ul><ul><li>Casual; relaxed </li></ul></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    20. 20. <ul><li>1) Interaction </li></ul><ul><ul><li>95% of population follows the </li></ul></ul><ul><ul><li>Evangelical Lutheran Church </li></ul></ul><ul><ul><ul><li>Second largest is Islam </li></ul></ul></ul><ul><ul><li>Humanistic </li></ul></ul><ul><ul><ul><li>Control of their own destiny </li></ul></ul></ul><ul><ul><li>Egalitarian society </li></ul></ul><ul><ul><li>Feministic Society </li></ul></ul><ul><li>The Flexicurity Model </li></ul><ul><ul><li>Flexibility, Adaptability, Security </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    21. 21. <ul><li>2) Association </li></ul><ul><ul><li>Fairly high individualism: </li></ul></ul><ul><ul><ul><li>Interdependent Individualists </li></ul></ul></ul><ul><ul><ul><li>Commonality </li></ul></ul></ul><ul><ul><li>Low Power Distance </li></ul></ul><ul><ul><li>Neutral </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    22. 22. <ul><li>3) Subsistence </li></ul><ul><ul><li>Prefer fresh, organic, healthy and </li></ul></ul><ul><ul><li>convenient food </li></ul></ul><ul><ul><ul><li>Individual portions </li></ul></ul></ul><ul><ul><li>Manual Labor attitudes are positive </li></ul></ul><ul><ul><ul><li>Service sector of the labor force is 76% </li></ul></ul></ul><ul><li>4) Procreation </li></ul><ul><ul><li>Feminine society </li></ul></ul><ul><ul><ul><li>Relaxed approach toward sexuality and sexual relations </li></ul></ul></ul><ul><ul><ul><li>Sex is viewed as a time for emotional expression. </li></ul></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    23. 23. <ul><li>5) Learning </li></ul><ul><ul><li>Visual, image learners </li></ul></ul><ul><ul><li>Low context </li></ul></ul><ul><ul><li>Emphasis on science in education </li></ul></ul><ul><li>6) Time </li></ul><ul><ul><li>Monochronic   </li></ul></ul><ul><li>7) Space </li></ul><ul><ul><li>Does not place much importance on personal space or territory </li></ul></ul><ul><ul><li>Density 334.53 people per sq. mile. </li></ul></ul><ul><li>  </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    24. 24. <ul><li>8) Defense </li></ul><ul><ul><li>Neutral </li></ul></ul><ul><ul><ul><li>1.4% of GDP spent on military expenditures </li></ul></ul></ul><ul><ul><li>All Danes receive basic healthcare </li></ul></ul><ul><ul><ul><li>2.9 physicians per 1000 </li></ul></ul></ul><ul><li>9) Play </li></ul><ul><ul><li>Art, Literature, Music </li></ul></ul><ul><ul><li>Nature oriented: Biking </li></ul></ul><ul><li>10) Material Effects </li></ul><ul><ul><li>Strong property rights </li></ul></ul><ul><ul><ul><li>Play down aspects of material wealth in their lives </li></ul></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    25. 25. <ul><li>Wilkinson Sword Feather </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    26. 26. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    27. 27. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    28. 28. <ul><li>Current Exchange Rate: One US Dollar = 5.77 Danish Kroner </li></ul><ul><li>Market Penetration: Overall Cost Leader of Comparable Units “6 Months” </li></ul><ul><ul><li>Disposable Razors with Replacement Heads at $27-30 (or 153-167 DKR) </li></ul></ul><ul><li>Entry Price: $25.00 US Dollar. 147.23 Danish Kroner </li></ul><ul><li>Followed by Promotional Support   </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    29. 29. <ul><li>Department Stores: </li></ul><ul><ul><li>Magasin </li></ul></ul><ul><ul><li>Illum </li></ul></ul><ul><ul><li>Salling </li></ul></ul><ul><li>Pharmacies/ Hypermarkets: </li></ul><ul><ul><li>Matas </li></ul></ul><ul><ul><li>Estetique </li></ul></ul><ul><ul><li>Helsam </li></ul></ul><ul><li>Kiosks </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    30. 30. <ul><li>Internet </li></ul><ul><ul><li>Website Demos </li></ul></ul><ul><ul><li>Facebook.com </li></ul></ul><ul><ul><li>Link for sample </li></ul></ul><ul><li>Sponsorships </li></ul><ul><li>Transit ads </li></ul><ul><ul><li>(DSB) </li></ul></ul><ul><li>Traditional Ad </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Media </li></ul></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    31. 31. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble Gillette Gillette
    32. 32. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    33. 33. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    34. 34. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble Gange nyde forandrede, har i? Opbevare jer kant hos Gillette
    35. 35. <ul><li>In conclusion, we feel that Gillette’s ability to incorporate innovation and technology in to their male grooming products will appeal to our target market of males ages 17- 45. By relating to their cultural values and etic components, we feel that Gillette will integrate itself into this culture successfully. We believe that our established brand identity will be compatible and well received. This also gives us the future option to enter other Scandinavian countries who are more or less identical to Denmark. </li></ul>2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
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    37. 37. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
    38. 38. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble

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