4 PS OF GILLETTE

Presented By:GROUP NO. 1 Under the guidance of:-

SOUBHAGYA JENA(14) SOURAV BORAH(17)

PROF. SANJUKTA SRIVASTAVA

YAKUTA CHAWALA(20)
LOKENDRA CHOUDHARY(11) SAURABH SRIVASTAVA(44) SOUMALYA DAS(42)

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 in a JV with HOPE 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

THE GROWTH STORY

The total sales (net of excise) at Rs.589 crores was up by 16% when compared to Rs.506 crores for the corresponding twelve month period ended June 30, 2007.

PAT for the year at Rs.107 crores is up by 16% against Rs.92 crores for the previous corresponding period.

(SOURCE ANNUAL REPORT-2007-08)

SHAVING CATEGORY

SOURCE:(ANNUAL REPORT 2007-08)

PRODUCT MIX WIDTH

SHAVING
MEN

PERSONAL CARE
SHAVING GELS AND FOAMS GILLETTE SERISE SATIN CARE ANTIPERSPIRANTS AND DEODRANTS GILLETTE SERISE RIGHT GUARD SOFT & DRI DRY IDEA

DURACELL BATTERIES
GENARAL USE BATTERIES COPPER TOP ULTRA PRISMATIC SPECIALITY BATTERIES PHOTO HEARING AID CAMCORDER WATCH ELECTRONICS HOME MEDICAL

ORAL B
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

BRAUN APPLIANCES
BRAUN KITCHEN APPLIANCES BRAUN HAIR CARE EPILATION

MACH 3 MACH 3 TOURBO SENSOR SENSOR EXCEL

BARUN STEAM IRONS

WOMEN VENUS SENSOR DAISY

PERSONAL DIOGONASTIC

PRODUCT
WIDTH OF THE EXISTING PRODUCT LINE5 LENGTH OF THE PRODUCT MIX50 AVERAGE PRODUCT LINE LENGTH10

DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-3VARIENTS Moisturizing Tough bread Conditioning

LINE DEPTH - CONTINUED

AFTER SHAVE- GILLETTE SERIES------ 4 VARIENTS Force Cool Ice Cool Wave Rush SIZES- 50ML AND 100ML PACK

THE LIST GOES ON

RAZOR 7OCLOCK------- 2 Variants 7OCLOCK PII 7OCLOCK

DEODORANT
Clear gel-------- 2 Variants Power rush Power storm

PRODUCT HIERARCHY

POTENTIAL PRODUCT

AUGMENTED PRODUCT
EXPECTED PRODUCT BASIC PRODUCT CORE BENEFIT

LOOK GOOD SHAVING CREAM WITH MOISTURISER GEL BASED FACE CREAM

LINE STRETCHING
PRODUCT LINE APPRAISAL UP- MARKET STRETCHING - MACH 3 TURBO

DOWN MARKET STRETCHING PRESTO

LINE FILLING- GILLETTE VECTOR

LINE PRUNING- Affra Cosmetics(door to door sales)

PRODUCT DIFFERENTIATION
FORM

GILLETTE CREAM

GILLETTE GEL

GILLETTE FOAM

FEATURES

7OCLOCK (SINGLE BLADE)

MACH2 (DOUBLE BLADE RAZOR)

MACH3 (TRIPLE BLADE RAZOR)

FUSION (5 BLADE RAZOR)

ADDITIONAL FEATURES
ADDITIONAL FEATURE

MICROFINS (BETTER SHAVE)

LUBRICATING STRIP

PIVOTED RAZORS

STYLE

PACKAGING

Focus on aesthetics

Designed with a futuristic theme Introduced gels in tubes Metallic cylinders for foams Rectangular cylinders for deodorants

USE OF COLOUR
Logo in black to symbolize sophistication Blue for refreshing and cool look

Red for highlighting the variant

White to signify clean look

LABELLING
TWO UNIQUE FEATURES INFORMATION ABOUT THE INGREDIENTS , INSTRUCTIONS FOR USAGE IN LOCAL LANGUAGES

BRANDING
Umbrella Branding

PRICING PRICING
NAME RAZOR PRICE SUPER MAX3 (COMPETITOR)

VECTOR PLUS SPEED(4 BLADE)

7OCLOCK 7OCLOCK PII

Rs.44
Rs.31 Rs.75 Rs.75(BUNDLE OF 5)

MACH 3 TURBO
SENSOR EXCEL(WOMEN) SATIN CARE GILLETTE PRESTO(5 BLADES)

Rs.199
Rs.190 Rs.35 RS.75

FOAM

NAME

PRICE

COMPETITOR

PRICE

MOISTURING (250gm)

RS.210

OLD SPICE FRESH LIME(250gm)

Rs.195

CONDITIONIN G(250gm) SENSITIVE SKIN(250gm)

RS.210

RS.210

GEL

NAME GILLETTE GEL PALMOLIVE GODREJ FA DETOL AU79(ADITYA BIRLA GROUP)

WEIGHT 60gm 70gm 70gm 80gm 90gm 70gm

PRICE Rs.53 Rs.45 Rs.41 Rs.42 Rs.40 Rs.39

AFTER SHAVE

NAME GILLETTE FA AXE OLD SPICE

PRICE(Rs.) 260 170 130 125

ALL VARIENTS ARE OF 100ml

SOURCE---- FOOD BAZAR, KHARGHAR AND MOORE SUPERMARKET , KHARGHAR

PRICING TECHNIQUES
Perceived value pricing. Ex.- Gillette Mach 3 Penetrative pricing strategy for vector plus

Bundling-Shaving creams/gels along with razors

Foams bundled with a Gillette sensor excel usually 33% extra on many variants

PLACE
Gillettes own network in India reaches 1 lakh outlets in 3600 towns Now Using additional P&G distribution channel Hub and spoke approach 20 hub cities and spokes are Tier 2 and Tier 3 cities

PLACE
INDORE

DADAR AND NAGAR HAVELI

MUMBAI

HUB

AURANGABAD PUNE PANAJI

FEEDER MARKETS

SOURCE: Anand Abhishek GILLETTE INDIA MACII PROJECT,2007, IIM Indore

CHANNEL
DISTRIBUTOR

AREA SALES MANAGER

SALES REPRESENTATIVE

FLEET DRIVERS

ADVANTAGES
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.
Customers may find the network more intuitive. Scheduling is convenient for them since there are few routes, with frequent service.

PROMOTION
Strong and sustained advertisement all through out Gillette brand has high recognition rate Massive influence, recall and saliencereminder 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

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 Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully

AIDA AIDA MODEL MODEL

ATTENTION- BY ADVERTISEMENT INTEREST- BY FEATURES DESIRE-ADMIRATION BY OPPOSITE SEX

ACTION- PURCHASING

THREAT

BIG BAZAR, KHARGHAR

FOOD BAZAR, UTSAV CHOWK

MORE SUPERMARKET,KHARGHAR

THE ROAD AHEAD

THANK YOU
GROUP 1