4 p analysis of gillette

4 P’S OF GILLETTEPresented By:-

GROUP NO. 1

SOUBHAGYA JENA(14)

SOURAV BORAH(17)

YAKUTA CHAWALA(20)

LOKENDRA CHOUDHARY(11)

SAURABH SRIVASTAVA(44)

SOUMALYA DAS(42)

Under the guidance of:-

PROF. SANJUKTA SRIVASTAVA

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

HISTORY

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)

THE GROWTH STORY

SOURCE:(ANNUAL REPORT 2007-08)

SHAVING CATEGORY

SHAVING

MEN

PERSONAL CARE

DURACELLBATTERIES

ORAL BBRAUN

APPLIANCES

BRAUN KITCHEN APPLIANCES

BRAUN HAIR CARE EPILATION

BARUN STEAM IRONS

PERSONALDIOGONASTIC

MANUALTOOTHBRUSHES

ADVANTAGEINDICATORCROSS ACTIONSTAGES

POWERTOOTHBRUSHES

3D EXCEL3 D PULSATINGCROSS ACTION KIDS

FLOSS AND INTERDENTAL

SATIN flossULTRAFLOSSESSENTIAL FLOSSSUPER FLOSSORTHODENTIC

TOOTHPASTE ANDMOUTH RINSE

GENARAL USE BATTERIES

COPPER TOPULTRAPRISMATIC

SPECIALITY BATTERIES

PHOTOHEARING AIDCAMCORDERWATCHELECTRONICSHOME MEDICAL

SHAVING GELS AND FOAMS

GILLETTE SERISESATIN CARE

ANTIPERSPIRANTSAND DEODRANTS

GILLETTE SERISERIGHT GUARDSOFT & DRIDRY IDEA

MACH 3MACH 3 TOURBOSENSORSENSOR EXCEL

WOMEN

VENUSSENSORDAISY

PRODUCT MIX WIDTH

WIDTH OF THE EXISTING PRODUCT LINE—5LENGTH OF THE PRODUCT MIX—50AVERAGE PRODUCT LINE LENGTH—10

DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-3VARIENTSMoisturizingTough breadConditioning

PRODUCT

AFTER SHAVE- GILLETTE SERIES------ 4 VARIENTS Force Cool Ice Cool Wave Rush

SIZES- 50ML AND 100ML PACK

LINE DEPTH - CONTINUED

RAZOR 7O’CLOCK------- 2 Variants 7O’CLOCK PII 7O’CLOCK

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

THE LIST GOES ON……

CORE BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

POTENTIAL PRODUCT

LOOK GOOD

SHAVING CREAM

WITH MOISTURISER

GEL BASED

FACE CREAM

PRODUCT HIERARCHY

AUGMENTED PRODUCT

LINE STRETCHING UP- MARKET STRETCHING - MACH 3 TURBO

DOWN MARKET STRETCHING – PRESTO

LINE FILLING- GILLETTE VECTOR

LINE PRUNING- Affra Cosmetics(door to door sales)

PRODUCT LINE APPRAISAL

GILLETTECREAM GILLETTE

GELGILLETTE

FOAM

PRODUCT DIFFERENTIATION

FORM

FEATURES

7O’CLOCK(SINGLE BLADE)

MACH2(DOUBLE

BLADE RAZOR)

MACH3(TRIPLE BLADE

RAZOR)

FUSION(5 BLADE RAZOR)

ADDITIONAL FEATURES

ADDITIONAL FEATURE

MICROFINS(BETTER SHAVE)

LUBRICATINGSTRIP

PIVOTED RAZORS

STYLE

Focus on aesthetics

Designed with a futuristic theme

Introduced gels in tubes

Metallic cylinders for foams

Rectangular cylinders for deodorants

PACKAGING

Logo in black to symbolize sophistication

Blue for refreshing and cool look

Red for highlighting the variant

White to signify clean look

USE OF COLOUR

TWO UNIQUE FEATURES

INFORMATION ABOUT THE INGREDIENTS ,INSTRUCTIONS FOR USAGE IN LOCAL LANGUAGES

LABELLING

BRANDINGUmbrella Branding

-

PRICING

NAME PRICE SUPER MAX3(COMPETITOR)

VECTOR PLUS SPEED(4 BLADE)

Rs.44

7O’CLOCK Rs.31

7O’CLOCK PII Rs.75 Rs.75(BUNDLE OF 5)

MACH 3 TURBO Rs.199

SENSOR EXCEL(WOMEN)

Rs.190

SATIN CARE Rs.35

GILLETTE PRESTO(5 BLADES)

RS.75

PRICING

RAZOR

NAME PRICE COMPETITOR PRICE

MOISTURING (250gm)

RS.210 OLD SPICE FRESH

LIME(250gm)

Rs.195

CONDITIONING(250gm)

RS.210

SENSITIVE SKIN(250gm)

RS.210

FOAM

NAME WEIGHT PRICE

GILLETTE GEL 60gm Rs.53

PALMOLIVE 70gm Rs.45

GODREJ 70gm Rs.41

FA 80gm Rs.42

DETOL 90gm Rs.40

AU79(ADITYA BIRLA GROUP)

70gm Rs.39

GEL

NAME PRICE(Rs.)

GILLETTE 260

FA 170

AXE 130

OLD SPICE 125

ALL VARIENTS ARE OF 100ml

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

AFTER SHAVE

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

PRICING TECHNIQUES

Gillette’s 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 AURANGABAD

PUNE

PANAJI

FEEDER MARKETS

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

PLACE

HUB

DISTRIBUTOR

AREA SALES MANAGER

SALES REPRESENTATIVE

FLEET DRIVERS

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.

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

ADVANTAGES

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

PROMOTION

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

PROMOTIONAL ACTIVITIES

AIDA MODEL

ATTENTION- BY ADVERTISEMENT

INTEREST- BY FEATURES

DESIRE-ADMIRATION BY OPPOSITE SEX

ACTION- PURCHASING

AIDA MODEL

THREAT

BIG BAZAR, KHARGHAR

FOOD BAZAR, UTSAV CHOWK

MORE SUPERMARKET,KHARGHAR

THE ROAD AHEAD

THANK YOUGROUP 1