1. PGPM+MBA (UoM)
• Aatmiki Singh
• Veenit Verma
• Ayush Vatsa
• Sushil K. Gupta
• Shivam Dubey
• Tanmay Nandi

2. COMPANY PROFILE
• 1901 Founded by King C Gillette with William Nickerson in Boston.
• 1902 1st Product – Double edged, T shape disposable razors.
• 1905 Develops new markets by opening London Offices.
• 1914 Gillette brokers deal with US Army (3.5 Million razors, 36 Million
blades)
• 1950 Spends $6 Million for TV rights to Baseball World series for 6 years.
• 1964 Gillette splits into 2 SBUs, for grooming, the other for all other
products.
• 1973 Net Sales exceed $1Billion.
• 1980 Net Sales exceed $2 Billion.
• 2001 Gillette has 61 Facilities in 25 Countries, and employs 40,000 people

3. WORLDWIDE MFG. SUBSIDIARIES

4. COMPETITORS
GILLETTE
COLGATE- P&G
PAMOLIVE COMPANY
COMPANY
AMERICAN
SOCIETE SAFETY
BIC RAZOR
CMPY .

5. PRODUCT VARIATIONS
Personal Care
MARKT GROWTH %
Blades & Razors
Braun
Oral B
Duracell
1.0
RMS

6. TOTAL BLADES & RAZOR MARKET
64%
25%
11%
Systems Disposable Replacement Blades
Source: Mintel Report, 1998 (Approx.)

7. INTERNATIONAL MARKET SHARE (1998)
11%
9%
Gillette
55% Wilkinson Sword
25% BIC
Others
Sources: Mintel Reports, 1998 (Approx. )

8. MEN`S GROOMING PRODUCTS
Grooming Products
Shaving products Toiletries
Blades & Razor Electric Shaver Deodorants/
antiperspirants After shaves
Shaving Cream
Disposable Replacement
Razor Blades
Shaving
Systems

9. MARKET POSTIONING (Early 1990s)
60%
Gillette
50%
40%
30%
Wilkinson
20%
10% Others
BIC
0%
0 1 2 3 4 5

10. BRAND IMAGE
• Use of name, slogan, logo and trademark color scheme.
• Guerilla Marketing
• Online Marketing
• Focusing on specified age of people, place of buying (Showroom, Grocery
shop, Super Market)

11. Major Factor influencing Buying
Behaviors

12. TARGET CONSUMERS
Target Consumer`s Age Incomes (Rs.)
20-25 yrs 25-35 yrs Less than 2 Lacs 2-4 Lacs
35-45 yrs 45-55 yrs 4-6 Lacs 6-8 Lacs
More than 8 Lacs
21% 17% 36%
17%
14%
48% 31% 9%
7%

13. Qualification Occupation
UG PG Graduate Student Govt. Employee
Private Businessman
Professional
7%
14% 28%
50% 43%
26%
25%
7%

14. REALATIONSHIP BETWEEN TARGET
AGE,INCOME,OCCUPATION & QUALIFICATION
Target Consumers
Age Income Qualification Occuapation
30%
20%
20%
30%

15. PRODUCT BUNDLING & DISCOUNT
PACKAGES
 Buy 1 get 1 free
 Sale up to or flat%
 Providing Free items.
 Trial packs

16. ADVERTISING

18. ASPECT FOR STRATEGY
•Diversifying capital, investment, products and other resources to maintain and
expand position as market leader.
•Strategically positioned as leader, and regularly reorganising its structures to
respond quickly to changes in business and competitive trends.
•Developing and maintaining a high profile for its brand names through marketing.
•Continuing to maximise efficiency in production and distribution, rather than
focusing on direct retailing.
•Likely to remain as the market leader of Grooming sector products for the
foreseeable future.
•4P`s of Marketing.