This document provides information about Gillette India Ltd. and their marketing of safety razors in India. It discusses Gillette's strategy of focusing on premium products in India and segmenting the market with offerings at different price points. It also outlines details of Gillette's product portfolio, pricing techniques between Rs. 80-599, prominent promotion activities including advertising and endorsements, and their distribution network comprising hubs and spokes across major and smaller cities in India. The document additionally provides information on Star Razor Ltd as an alternative brand, outlining their product range from Rs. 99-499 and some promotion techniques like sampling advertising, personal selling, and sales promotions.

1. MARKETING
MANAGEMENT
OF SAFETY
RAZORS
By- ………………

2. Contents
Introduction
Gillette India Ltd. – Info.
Pricing
Pricing techniques
Place
Promotion
Promotional Activities
Distribution channels

3. Acknowledgement&
Preface
The following project “Marketing
Management of Razor” was successfully
completed under the guidance of Mr
……………………..and I would also like to
thank my institute …..., For inculcating in
me the management knowledge and skills
and then providing me with the best
opportunity to apply and update my
knowledge and skills. Their guidance and
efforts were vital for the completion of
the project for which I am thankful.
Name-………………….

4. Product Chosen for Study
The product under study is Safety Razors.
It is typically a day to day consumer product.
Men utilize it off every day to enhance their
personality.
It is mandatory that safety razor blades
manufactured in India should be covered by the
certification marking of the Bureau of India
standards & should carry the ISI mark.
The Safety Razor got its name from the fact that
only the blade's edge is exposed. In 1901, King
Camp Gillette invented the safety razor with
disposable blades. This allowed people to safely
and effectively shave themselves at home, rather
than having to go to the barber for a shave or to
sharpen their blades.

5. Introduction
A safety razor is a shaving implement with a protective device positioned between the edge of the
blade and the skin. The term was first used in a patent issued in 1880, for a razor in the basic
contemporary configuration with a handle attached at right angles to a head in which a removable
blade is placed (although this form predated the patent). Its edge was protected by a comb
patterned on various types of protective guards that had been affixed to open-blade straight razors
during the preceding decades. Some safety razors in present-day production retain a comb but the
more common protective device is now a solid safety bar. The initial purpose of these protective
devices was to reduce the level of skill needed for injury-free shaving, thereby reducing the reliance
on professional barbers for providing that service and raising personal grooming standards. Prior to
the introduction of the disposable razor blade by King Camp Gillette in 1901, however, safety razor
users still needed to strop and hone the edges of their blades. These are not trivial skills (honing
frequently being left to a professional) and remained a barrier to the ubiquitous adopting of the be
your own barber ideal.
Disposable cartridge razors
Basic design
The risk of injury from handling razor blades was further reduced in 1970 when Wilkinson released
its "Bonded Shaving System", which embedded a single blade in a disposable plastic cartridge. A
flurry of competing models soon followed with everything from one to six blades, with many
cartridge blade razors also having disposable handles. Cartridge blade razors are sometime
considered to be a generic category of their own and not a variety of safety razor.
Disposable razors
The next innovation came with the introduction of the Bic disposable razor in 1974. Instead of being
a razor with a disposable blade, the entire razor was manufactured to be disposable. Gillette's
response was the Good News disposable razor which was launched on the US market in 1976 before
the Bic disposable was made available on that market. Shortly thereafter, Gillette modified the Good
News construction to add an aloe strip above the razor, resulting in the Good News Plus. The
purported benefit of the aloe strip is to ease any discomfort felt on the face while shaving. Plastic
disposable razors and razors with replaceable disposable blade attachments, often with one to three
cutting edges (but sometimes with four and as of recently, five cutting edges), are in common use
today.

6. Gillette India
.
Gillette’s Strategy in India
The Indian shaving products market is characterized by a 97% share
of double-edgedblades - a business dominated by the Malhotras,
with brands like Topaz and Panama.Instead of going head-on against
them in this highly price-sensitive market, Gillette India haschosen to
focus on premium products. The strategy has been to bring more
people intothe twin-edged segment, and then gradually move them
towards even more premiumproducts. Also, by segmenting the
market with offerings at different price points - 7O'Clock, Sensor and
Mach III, Gillette offers a continuing upgrade path for users.
Product Details
Company Manufacture stainless steel razor blades. Gillette India has a wider
portfolio of core business of shaving products sold under Gillette, 7‟0 Clock
and Wilkinson brands. It has the premium quality 7 O’clock Ejtekshaving brush,
7 O’clock Ejtek P II shaving system with a metal spine and a shavecream in
three variants, Gillette Presto Ready shaver, Ready shaver under the Brand
7O'Clock Ready II . Gillette Sensor & Sensor Excel shaving systems which met
with an excellent consumer and trade response, Gillette Shave Foam, Gillette
Aerosol" shaving cream, newgeneration triple blade shaving system

7. Mach3Turbo etc. . Company has strong diversified portfolio to increase its
male personal productscoverage.
Product
Pricing
Company has razors for both middle class and premium users
1. Gillette Fusion Pro Glide Shaving Razor- ₹399
2. Gillette Fusion Pro Glide Power Shaving Razor- ₹ 599
3. Gillette 7 O’clock P II Razor-₹ 80
4. Gillette Fusion Gamer Razor- ₹ 299
5. Gillette Presto Razor (5 Blades) - ₹ 88

8. 6. Gillette Fusion Pro Glide Shaver- ₹ 391
Promotion
 Strong and sustained advertisement all through out
 Gillette brand has high recognition rate
 Massive influence, recall and salience—reminder
advertising
 Successful MACH3 launch campaigns
 Focus on brand values, innovation and cutting edge
technology
 Educate consumer on product advancements and
improved shaving performance
Promotional Activities
 tie up with rediff-on-the-net e-commerce to
market its product
 tie up with zapak for the India gaming
championship 2009
 endorsed by eminent sports personalities
 used sports as a major promotional vehicle

9. Physical Distribution
The distribution network of Gillette is very robust. They
have P&G‟s distribution network in addition to Gillette
India’s existing one. The distribution network is a
combination of own network and that of a franchisee.
As of now, Gillette India has the same distributors in
the 20 cities that P&G operates with. The distribution
network follows a hub and spoke model. The hubs are
the 20 cities. The spokes are the various Tier 2 and Tier
3cities and towns around the major hub. These cities
are managed by the exclusive distributors in those
cities. Every city has only one franchisee distributor.
These tier 2and 3 cities (spokes) thus serve as a feeder
market to the hubs. Each franchisee distributor has his
own set of employees working for him. The distributor
also manages his own fleet costs to supply to the
retailers. There are no wholesalers.
Distribution channels

10. Advantages of distribution channel
 The small number of routes generally leads to more
efficient use of transportation resources.
 Complicated operations, such as package sorting and
accounting, can be carried out at the hub, rather than at
every node.
 Spokes are simple, and new ones can be created easily .

11. Star Razor Ltd.
U.S.P- Enjoy Shaving Time
Director – …………………..
Product Range
1. Star shaving Razor-₹99
2. Star Soft Shaving Razor-₹199
3. Star Ultra Soft Razor-₹299
4. Star Electric shaving razor- ₹399
5. Star Soft Ultra Power Razor- ₹499

12. Promotion Techniques for Promoting
Star Products –
1. Sampling Advertising - Presentation and promotion of
ideas, goods, or services by an identified sponsor.
Examples: Print ads, radio, television, billboard, direct
mail, brochures and catalogues, signs, in-store displays,
posters, motion pictures, Web pages, banner ads, and
emails. (Always in Paid Form non personal)
2. Personal selling - A process of helping and persuading
one or more prospects to purchase a good or service or to
act on any idea through the use of an oral presentation.
Examples: Sales presentations, sales meetings, sales
training and incentive programs for intermediary
salespeople, samples, and telemarketing. Can be face-to-
face or via telephone.
3. Sales promotion - Media and non-media marketing
communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate
market demand or improve product availability.

13. Questionnaire