Gillette was founded in 1901 and is now owned by Procter & Gamble. It dominates the shaving market with a 69% share of razor and shaving cream sales. Gillette uses product differentiation through incremental innovation, from single to multiple blade razors. It pursues a strategy of giving away or discounting razors to get many into customers' hands and make profits through high margin blade replacement sales. Gillette has a strong brand through decades of advertising and endorsement deals with athletes.

1. SASMIRA’S INSTITUTE OF
MANAGEMENT STUDIES & RESEARCH
NAME – TEJAS R. JADHAV
ROLL NO. – 22
MARKETING MANAGEMENT

2. PRODUCT - GILLETTE

3. HISTORY
Founded by King C. Gillette in 1901 as a safety razor manufacturer
1st patented safety razor in 1904
 Entered the India Market in 1984
Merged with Duracell (India) Pvt. Ltd. and Wilkinson Sword India Ltd.
Sold off to P&G in 2005
Famous for its shaving and personal care products
Also makes brands like Oral-B, Braun, Duracell batteries, Luxor and
Parker pens

4. CEO – ALAN GEORGE LAFLEY
• Alan George "A.G." Lafley (born June 13, 1947) is the
Chairman of the Board, President, and Chief Executive
Officer of Procter & Gamble. Originally retired in 2010,
he rejoined the Company on May 23, 2013.
• As CEO, Lafley is credited with revitalizing P&G under
the mantra “Consumer is Boss,” with a focus on billion
dollar brands like Crest, Tide, and Pampers.But he also
brought in several new brands, like Swiffer and Febreze,
by merging P&G’s internal resources.
• Prior to rejoining P&G in 2013, Lafley consulted on
business and innovation strategy, advising on CEO
succession and executive leadership development, and
coaching experienced, new, and potential CEOs.

5. SHAVING CATEGORY
31%
69%
SALES
RAZOR AND SHAVING CREAM
OTHERS

6. 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

7. PRODUCT DIFFERENTIATION
GILLETTE
CREAM
GILLETTE
GEL
GILLETTE
FOAM
FORM
FEATURES
7O’CLOCK
(SINGLE
BLADE)
MACH2
(DOUBLE
BLADE
RAZOR)
MACH3
(TRIPLE BLADE
RAZOR)
FUSION
(5 BLADE
RAZOR)

8. -
PRICING
RAZOR
•GILLETTE VECTOR PLUS RAZOR – Rs. 39
•GILLETTE MACH 3 RAZOR – Rs. 124
•GILLETTE MACH 3 TURBO RAZOR – Rs. 149
•GILLETTE VENUS RAZOR – Rs. 199
•GILLETTE FUSION RAZOR – Rs. 299
GEL
•GILLETTE GEL – Rs. 53
AFTER SHAVE
•GILLETTE AFTER SHAVE – Rs. 260

9. PLACE
Gillette’s own network in India reaches 1 lakh outlets in 3600 towns
 Now Using additional P&G distribution channel
 Selling all over India

10. 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
AIM- to educate consumer on product advancements
and improved shaving performance

11. PROMOTIONAL ACTIVITIES
 Tie up with Rediff-on-the-Net e-commerce to market its product
 Tie up with zapak.com
 Endorsed by eminent sports personalities like Roger Federer, Tiger Woods,
Rahul Dravid
 Used sports as a major promotional vehicle
 Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power
successfully

13. GILLETTE STRATEGY
Gillette created a safety razor that used disposable blades. Initially,
the razor was expensive, and after some years when the patent on
the razor expired, Gillette realized that the more Gillette razors that
were in the hands of potential buyers, the more blades he would sell.
Therefore, Gillette started selling the razors at a lower price to
increase the demand for blades, which carried a much higher gross
profit margin than the razors. His product model became
(1) give away the razor (or sell it at a low price) to get it into the hands
of as many people as possible and
(2) make the “big money” from selling high-margin replacement
blades.

14. SWOT ANALYSIS
STENGTHS
•LONG STANDING HISTORY
•MARKET LEADER
•AGGRESSIVE ADVERTISING
•BRAND IMAGE & BRAND EQUITY
•STRONG BRAND NAME
OPPORTUNITIES
•IMPORTANCE OF PERSONAL HYGIENE
•INCREASED GROOMING
•FASHION LOOK
•DEMAND FOR HIGH QUALITY
WEAKNESSES
•VERY HIGH COST
•MANUAL PRODUCTS ONLY
•LIMITED PRODUCTS FOR WOMEN
THREATS
•MANUFACTURING PRICES INCREASES
•LOWER COST PRODUCTS
•NEW COMPETITORS
•ECONOMIC DOWNTURN