Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Gillette

3,921 views

Published on

Published in: Business
  • Be the first to comment

Gillette

  1. 1. PGPM+MBA (UoM)• Aatmiki Singh• Veenit Verma• Ayush Vatsa• Sushil K. Gupta• Shivam Dubey• Tanmay Nandi
  2. 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. 3. WORLDWIDE MFG. SUBSIDIARIES
  4. 4. COMPETITORS GILLETTE COLGATE- P&G PAMOLIVE COMPANY COMPANY AMERICAN SOCIETE SAFETY BIC RAZOR CMPY .
  5. 5. PRODUCT VARIATIONS Personal CareMARKT GROWTH % Blades & Razors Braun Oral B Duracell 1.0 RMS
  6. 6. TOTAL BLADES & RAZOR MARKET 64% 25% 11% Systems Disposable Replacement Blades Source: Mintel Report, 1998 (Approx.)
  7. 7. INTERNATIONAL MARKET SHARE (1998) 11% 9% Gillette 55% Wilkinson Sword 25% BIC OthersSources: Mintel Reports, 1998 (Approx. )
  8. 8. MEN`S GROOMING PRODUCTS Grooming Products Shaving products ToiletriesBlades & Razor Electric Shaver Deodorants/ antiperspirants After shaves Shaving Cream Disposable Replacement Razor Blades Shaving Systems
  9. 9. MARKET POSTIONING (Early 1990s) 60% Gillette 50% 40% 30% Wilkinson 20% 10% Others BIC 0% 0 1 2 3 4 5
  10. 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. 11. Major Factor influencing BuyingBehaviors
  12. 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. 13. Qualification Occupation UG PG Graduate Student Govt. Employee Private Businessman Professional 7% 14% 28%50% 43% 26% 25% 7%
  14. 14. REALATIONSHIP BETWEEN TARGETAGE,INCOME,OCCUPATION & QUALIFICATION Target Consumers Age Income Qualification Occuapation 30% 20% 20% 30%
  15. 15. PRODUCT BUNDLING & DISCOUNTPACKAGES  Buy 1 get 1 free  Sale up to or flat%  Providing Free items.  Trial packs
  16. 16. ADVERTISING
  17. 17. ASPECT FOR STRATEGY•Diversifying capital, investment, products and other resources to maintain andexpand position as market leader.•Strategically positioned as leader, and regularly reorganising its structures torespond 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 thanfocusing on direct retailing.•Likely to remain as the market leader of Grooming sector products for theforeseeable future.•4P`s of Marketing.

×