Market Analysis of Gillette India Limited - 2009

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  • Good afternoon Sir, My project title is Market Analysis of Gillette India Limited – a renowned FMCG Co. operating in India since last 25 yrs.
  • Market Analysis of Gillette India Limited - 2009

    1. 1. MARKET ANALYSIS <br />OF <br />GILLETTE INDIA LIMITED<br />
    2. 2. A BREIF INTRODUCTION<br /><ul><li>Incorporated on 9th February 1984 as Indian Shaving Products Limited (ISPL)
    3. 3. Company was jointly Promoted by (HOPE) and Gillette Company, U.S.A. (Gillette).
    4. 4. Became Subsidiary of P&G in 2005.
    5. 5. Business Segments – Personal Grooming, Oral Care & Portable Power.
    6. 6. Till date Gillette India has launched many innovative products to capture Indian consumers.
    7. 7. Captured a major market share in premium shaving care segment.
    8. 8. Carved a reputation for delivering high quality, value-added products.
    9. 9. Focus on Personal Grooming Products Especially on Shaving Cream / Gel / Foam Segment.</li></li></ul><li>PERSONAL GROOMING INDUSTRY<br /> AN OUTLOOK<br />Indian Personal Care Market<br /><ul><li>Estimated to be worth $ 4-bn.
    10. 10. 20% Growth recorded in 2008.
    11. 11. Gillette India recorded 16% Growth in 2008.
    12. 12. Still in an infant stage.
    13. 13. Opportunities for Gillette, Colgate Palmolive & others</li></li></ul><li>GILLETTE INDIA LIMITED – THE 4P’S<br />PRODUCT<br />PRICE<br />PLACE<br />PROMOTION<br />
    14. 14. PRODUCT<br />
    15. 15. PRODUCT<br />The BCG Matrix<br />Market Share<br />Men Toiletries<br />Razors<br />Market Growth<br />Oral B<br />Duracell<br />
    16. 16. PRODUCT<br />6 VARIANTS IN SHAVING GELS (Metallic Cylinders)<br />Sensitive Skin, Moisturizing, Extra Comfort,<br />Cool Cleansing, Pure & Sensitive and Protection.<br />Size: 210 ml.<br />3 VARIANTS IN SHAVING GELS (TUBES)<br />Sensitive Skin, Moisturizing, & Ultra Conditioning<br />4 VARIANTS IN SHAVING FOAMS (Metallic Cylinders)<br />Sensitive Skin, Pure & Sensitive, Conditioning & <br />Cool Cleansing<br />
    17. 17. PRODUCT<br />POTENTIAL PRODUCT<br />AUGMENTED PRODUCT<br />EXPECTED PRODUCT<br />BASIC PRODUCT<br />CORE BENEFIT<br /> LOOK GOOD <br /> SHAVING CREAM<br />WITH MOISTURISER<br /> GEL BASED<br />FACE CREAM<br />
    18. 18. PRICE<br />PREMIUM PRICING<br /><ul><li> All Products are in a premium category
    19. 19. Pricing well above the industry average
    20. 20. Leveraging Consumer Loyalty</li></li></ul><li>PLACE<br />Gondia<br />Chandrapur<br />Hinganghat<br /><ul><li>Gillette’s own network in India reaches 1 lakh outlets in 3600 towns
    21. 21. Now Using additional P&G distribution channel
    22. 22. Hub and spoke approach
    23. 23. 20 hub cities and spokes are Tier 2 and Tier 3 cities</li></ul>Nagpur (Hub)<br />P&G Depot<br />Yeotmal<br />Akola<br />Amravati<br />The Spoke and the Hub Distribution Model of Gillette India<br />
    24. 24. PLACE<br />Business Executive<br />(C.G. Marketing) - 1<br />Distributor<br />(C.G. Marketing)<br />Area Sales Manager<br />(P&G) - 1<br />Sales Trainee Leader<br />(C.G. Marketing)- 5<br />ADVANTAGES<br /><ul><li>The small number of routes generally leads to more efficient use of transportation resources.
    25. 25. Complicated operations, such as package sorting and accounting, can be carried out at the hub, rather than at every node.
    26. 26. Spokes are simple, and new ones can be created easily.
    27. 27. Customers may find the network more intuitive. Scheduling is convenient for them since there are few routes, with frequent service.</li></ul>Distributor Sales Exe<br />(C.G. Marketing)- 18<br />Visibility Captain<br />(C.G. Marketing)- 17<br />Delivery Boys<br />(C.G. Marketing)- 12<br />
    28. 28. PROMOTION<br /><ul><li>Strong and sustained advertisement all through out
    29. 29. Gillette brand has high recognition rate
    30. 30. Massive influence, recall and salience—reminder advertising
    31. 31. Successful MACH3 launch campaigns
    32. 32. Focus on brand values, innovation and cutting edge technology
    33. 33. AIM- to educate consumer on product advancements and improved shaving performance</li></li></ul><li>PROMOTION<br />PROMOTIONAL ACTIVITIES<br /><ul><li>Tie up with Rediff-on-the-Net e-commerce to market its product
    34. 34. Tie up with ZAPAK for The India Gaming Championship 2009
    35. 35. Endorsed by eminent sports personalities
    36. 36. Used sports as a major promotional vehicle
    37. 37. Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully
    38. 38. Less Attention on Shaving Gels & Foams</li></li></ul><li>PROMOTION<br />PROMOTION<br />THE AIDA MODEL<br /><ul><li>ATTENTION- BY ADVERTISEMENT
    39. 39. INTEREST- BY FEATURES
    40. 40. DESIRE-ADMIRATION BY OPPOSITE SEX
    41. 41. ACTION- PURCHASING</li></li></ul><li>RESEARCH OBJECTIVES<br /><ul><li>Gauge brand recall for various Shaving Creams/Gels/Foams brands, specifically Gillette.
    42. 42.  To understand the Buying Intention of Gillette Shaving Gel and Foam users.
    43. 43.  To understand the brand loyalty of customers towards Shaving Creams/Foams/Gels.
    44. 44.  Identify how Gillette India can become Market leader in Shaving Creams/Gels/Foams</li></li></ul><li>HYPOTHESES<br />The Two Hypotheses made in the beginning of the study were:<br />Gillette Is The Most Renowned Brand In Shaving Product Market In India. <br />Gillette Can Become A Market Leader In Shaving Product Market In India. <br />
    45. 45. RESEARCH DESIGN<br />Problem Determination<br />Exploratory<br />Research<br />THE IMPLEMENTATION<br />Data Collection<br />Phase I : Secondary Data Collection<br />Phase II : Depth Interviews (Exploratory Research)<br />Phase III : Consumer Survey (Descriptive Research)<br />Causes of Problems<br />Descriptive<br />Research<br />Answers to Problems<br />
    46. 46. SAMPLING TECHNIQUE<br />The Universe of the Sample:<br />All People aged 18 to 70 years of Nagpur were randomly selected, who have purchased Shaving Cream/Gel/Foam.<br />The Sampling Frame:<br />Shopping Malls, Men’s Parlors, Residential Areas and other public places like Restaurants.<br />The Sample Size: 100.<br />
    47. 47. DATA ANALYSIS<br />BRAND RECALL<br />GILLETTE HAS THE HIGHEST BRAND RECALL<br />
    48. 48. DATA ANALYSIS<br />BRAND LOYALTY<br />GILLETTE HAS THE HIGHEST BRAND LOYALTY<br />
    49. 49. DATA ANALYSIS<br />PREFERRED BRAND<br />GILLETTE EMERGED AS THE MOST PREFERRED BRANDS<br />
    50. 50. DATA ANALYSIS<br />BRAND SATISFACTION<br />
    51. 51. DATA ANALYSIS<br />BUYING INTENTION<br />Group 2: <br />Ease of Use <br />Keeps the skin soft <br />Ingredients <br />Fragrance <br />Lather formation <br />Availability in stores <br />Offers/Discounts <br />Brand name <br />Group 1: <br />Price <br />Stylish package design <br />Antiseptic attribute <br />Color of the cream/foam/gel <br />Lather formation <br />Availability in stores <br />Offers/Discounts <br />Brand name <br /> <br />COMMON ATTRIBUTES<br />
    52. 52. DATA ANALYSIS<br />FISHBEIN ANALYSIS<br />
    53. 53. RECOMMENDATIONS<br /><ul><li> Launch Matured products like regular Foams & Razors in neighboring countries.
    54. 54. Launch Gillette Shaving Cream & Other Personal Grooming Products.
    55. 55. Promote Gillette Shaving Cream / Gel / Foam more aggressively.</li></li></ul><li>Thank You !<br />

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