4 p analysis of gillette

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price,place,product and promotion of gillette

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  • 4 p analysis of gillette

    1. 1. 4 P’S OF GILLETTE Presented By:- GROUP NO. 1 SOUBHAGYA JENA(14) SOURAV BORAH(17) YAKUTA CHAWALA(20) LOKENDRA CHOUDHARY(11) SAURABH SRIVASTAVA(44) SOUMALYA DAS(42) Under the guidance of:- PROF. SANJUKTA SRIVASTAVA
    2. 4. <ul><li>Founded by King C. Gillette in 1901 as a safety razor manufacturer </li></ul><ul><li>1 st patented safety razor in 1904 </li></ul><ul><li>Entered the India Market in 1984 in a JV with HOPE </li></ul><ul><li>Merged with Duracell (India) Pvt. Ltd. and Wilkinson Sword India Ltd. </li></ul><ul><li>Sold off to P&G in 2005 </li></ul><ul><li>Famous for its shaving and personal care products </li></ul><ul><li>Also makes brands like Oral-B, Braun, Duracell batteries, Luxor and Parker pens </li></ul>HISTORY
    3. 5. <ul><li>The total sales (net of excise) at Rs.589 crores was up by 16% when compared to Rs.506 crores for the corresponding twelve month period ended June 30, 2007 . </li></ul><ul><li>PAT for the year at Rs.107 crores is up by 16% against Rs.92 crores for the previous corresponding period . </li></ul><ul><li>(SOURCE – ANNUAL REPORT-2007-08) </li></ul>THE GROWTH STORY
    4. 6. SOURCE:(ANNUAL REPORT 2007-08) SHAVING CATEGORY
    5. 7. SHAVING MEN PERSONAL CARE DURACELL BATTERIES ORAL B BRAUN APPLIANCES BRAUN KITCHEN APPLIANCES BRAUN HAIR CARE EPILATION BARUN STEAM IRONS PERSONAL DIOGONASTIC MANUAL TOOTHBRUSHES ADVANTAGE INDICATOR CROSS ACTION STAGES POWER TOOTHBRUSHES 3D EXCEL 3 D PULSATING CROSS ACTION KIDS FLOSS AND INTERDENTAL SATIN floss ULTRAFLOSS ESSENTIAL FLOSS SUPER FLOSS ORTHODENTIC TOOTHPASTE AND MOUTH RINSE GENARAL USE BATTERIES COPPER TOP ULTRA PRISMATIC SPECIALITY BATTERIES PHOTO HEARING AID CAMCORDER WATCH ELECTRONICS HOME MEDICAL SHAVING GELS AND FOAMS GILLETTE SERISE SATIN CARE ANTIPERSPIRANTS AND DEODRANTS GILLETTE SERISE RIGHT GUARD SOFT & DRI DRY IDEA MACH 3 MACH 3 TOURBO SENSOR SENSOR EXCEL WOMEN VENUS SENSOR DAISY PRODUCT MIX WIDTH
    6. 8. <ul><li>WIDTH OF THE EXISTING PRODUCT LINE—5 </li></ul><ul><li>LENGTH OF THE PRODUCT MIX—50 </li></ul><ul><li>AVERAGE PRODUCT LINE LENGTH—10 </li></ul><ul><li>DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-3VARIENTS </li></ul><ul><li>Moisturizing </li></ul><ul><li>Tough bread </li></ul><ul><li>Conditioning </li></ul>PRODUCT
    7. 9. <ul><li>AFTER SHAVE- GILLETTE SERIES------ 4 VARIENTS </li></ul><ul><li>Force </li></ul><ul><li>Cool Ice </li></ul><ul><li>Cool Wave </li></ul><ul><li>Rush </li></ul><ul><li>SIZES- 50ML AND 100ML PACK </li></ul>LINE DEPTH - CONTINUED
    8. 10. <ul><li>RAZOR </li></ul><ul><li>7O’CLOCK------- 2 Variants </li></ul><ul><li>7O’CLOCK PII </li></ul><ul><li>7O’CLOCK </li></ul><ul><li>DEODORANT </li></ul><ul><li>Clear gel-------- 2 Variants </li></ul><ul><li>Power rush </li></ul><ul><li>Power storm </li></ul>THE LIST GOES ON……
    9. 11. CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGMENTED PRODUCT POTENTIAL PRODUCT LOOK GOOD SHAVING CREAM WITH MOISTURISER GEL BASED FACE CREAM PRODUCT HIERARCHY AUGMENTED PRODUCT
    10. 12. LINE STRETCHING <ul><li>UP- MARKET STRETCHING - MACH 3 TURBO </li></ul><ul><li>DOWN MARKET STRETCHING – PRESTO </li></ul><ul><li>LINE FILLING- GILLETTE VECTOR </li></ul><ul><li>LINE PRUNING- Affra Cosmetics(door to door sales) </li></ul>PRODUCT LINE APPRAISAL
    11. 13. GILLETTE CREAM GILLETTE GEL GILLETTE FOAM PRODUCT DIFFERENTIATION FORM
    12. 14. <ul><li>FEATURES </li></ul>7O’CLOCK (SINGLE BLADE) MACH2 (DOUBLE BLADE RAZOR) MACH3 (TRIPLE BLADE RAZOR) FUSION (5 BLADE RAZOR)
    13. 15. ADDITIONAL FEATURES ADDITIONAL FEATURE MICROFINS (BETTER SHAVE) LUBRICATING STRIP PIVOTED RAZORS
    14. 16. STYLE
    15. 17. <ul><li>Focus on aesthetics </li></ul><ul><li>Designed with a futuristic theme </li></ul><ul><li>Introduced gels in tubes </li></ul><ul><li>Metallic cylinders for foams </li></ul><ul><li>Rectangular cylinders for deodorants </li></ul>PACKAGING
    16. 18. <ul><li>Logo in black to symbolize sophistication </li></ul><ul><li>Blue for refreshing and cool look </li></ul><ul><li>Red for highlighting the variant </li></ul><ul><li>White to signify clean look </li></ul>USE OF COLOUR
    17. 21. <ul><li>TWO UNIQUE FEATURES </li></ul><ul><li>INFORMATION ABOUT THE INGREDIENTS , </li></ul><ul><li>INSTRUCTIONS FOR USAGE IN LOCAL LANGUAGES </li></ul>LABELLING
    18. 22. BRANDING Umbrella Branding
    19. 23. PRICING - PRICING RAZOR NAME PRICE SUPER MAX3 (COMPETITOR) VECTOR PLUS SPEED(4 BLADE) Rs.44 7O’CLOCK Rs.31 7O’CLOCK PII Rs.75 Rs.75(BUNDLE OF 5) MACH 3 TURBO Rs.199 SENSOR EXCEL(WOMEN) Rs.190 SATIN CARE Rs.35 GILLETTE PRESTO(5 BLADES) RS.75
    20. 24. FOAM NAME PRICE COMPETITOR PRICE MOISTURING (250gm) RS.210 OLD SPICE FRESH LIME(250gm) Rs.195 CONDITIONING(250gm) RS.210 SENSITIVE SKIN(250gm) RS.210
    21. 25. GEL NAME WEIGHT PRICE GILLETTE GEL 60gm Rs.53 PALMOLIVE 70gm Rs.45 GODREJ 70gm Rs.41 FA 80gm Rs.42 DETOL 90gm Rs.40 AU79(ADITYA BIRLA GROUP) 70gm Rs.39
    22. 26. ALL VARIENTS ARE OF 100ml SOURCE---- FOOD BAZAR, KHARGHAR AND MOORE SUPERMARKET , KHARGHAR AFTER SHAVE NAME PRICE(Rs.) GILLETTE 260 FA 170 AXE 130 OLD SPICE 125
    23. 27. <ul><li>Perceived value pricing. Ex.- Gillette Mach 3 </li></ul><ul><li>Penetrative pricing strategy for vector plus </li></ul><ul><li>Bundling-Shaving creams/gels along with razors </li></ul><ul><li>Foams bundled with a Gillette sensor excel usually </li></ul><ul><li>33% extra on many variants </li></ul>PRICING TECHNIQUES
    24. 28. <ul><li>Gillette’s own network in India reaches 1 lakh outlets in 3600 towns </li></ul><ul><li>Now Using additional P&G distribution channel </li></ul><ul><li>Hub and spoke approach </li></ul><ul><li>20 hub cities and spokes are Tier 2 and Tier 3 cities </li></ul>PLACE
    25. 29. - INDORE DADAR AND NAGAR HAVELI MUMBAI AURANGABAD PUNE PANAJI FEEDER MARKETS SOURCE: Anand Abhishek “GILLETTE INDIA MACII PROJECT”,2007, IIM Indore PLACE HUB
    26. 30. DISTRIBUTOR AREA SALES MANAGER SALES REPRESENTATIVE FLEET DRIVERS CHANNEL
    27. 31. <ul><li>The small number of routes generally leads to more efficient use of transportation resources. </li></ul><ul><li>Complicated operations, such as package sorting and accounting, can be carried out at the hub, rather than at every node. </li></ul><ul><li>Spokes are simple, and new ones can be created easily. </li></ul><ul><li>Customers may find the network more intuitive. Scheduling is convenient for them since there are few routes, with frequent service. </li></ul>ADVANTAGES
    28. 32. <ul><li>Strong and sustained advertisement all through out </li></ul><ul><li>Gillette brand has high recognition rate </li></ul><ul><li>Massive influence, recall and salience—reminder advertising </li></ul><ul><li>Successful MACH3 launch campaigns </li></ul><ul><li>Focus on brand values, innovation and cutting edge technology </li></ul><ul><li>AIM- to educate consumer on product advancements and improved shaving performance </li></ul>PROMOTION
    29. 33. <ul><li>Tie up with Rediff-on-the-Net e-commerce to market its product </li></ul><ul><li>Tie up with ZAPAK for The India Gaming Championship 2009 </li></ul><ul><li>Endorsed by eminent sports personalities </li></ul><ul><li>Used sports as a major promotional vehicle </li></ul><ul><li>Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully </li></ul>PROMOTIONAL ACTIVITIES
    30. 34. AIDA MODEL <ul><li>ATTENTION- BY ADVERTISEMENT </li></ul><ul><li>INTEREST - BY FEATURES </li></ul><ul><li>DESIRE -ADMIRATION BY OPPOSITE SEX </li></ul><ul><li>ACTION- PURCHASING </li></ul>AIDA MODEL
    31. 36. THREAT
    32. 37. BIG BAZAR, KHARGHAR
    33. 38. FOOD BAZAR, UTSAV CHOWK
    34. 39. MORE SUPERMARKET,KHARGHAR
    35. 40. THE ROAD AHEAD
    36. 41. THANK YOU GROUP 1

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