Gillette in IndonesiaEvgeny ChernikovFrancesco IannuzziCarlota Martinez PinanManon Matute DomengeTim Ohman CirilloJacob Parackal

Background

Research

Understanding the Market

PESTLE

SWOTQUESTIONNAIRE

Key issues

Problems Solutions

SupermarketsUneducatedDiversified

populationDistribution

Urban vs Rural Division

Urban Rural

Be a Gillette Family Franchise Distributors

Students and Young Professionals Students and Young Professionals

Save and Shave Gillette branded Boats

Supermarkets

Women

Franchise

Recruit Train Give Follow Up

80% men shave

80% Knives 20% Blades

EDUCATE THE POPULATION!!!

To expand our market

INSTITUTION URBAN STRATEGY RURAL STRATEGY

SCHOOLS

UNIVERSITIES

HOSPITALS

•35 schools•Seminars•Sample packages

•50 schools•Hall stands•Sample packages

•One-day lectures•Sample packages

•Seminars•Sample packages

•One day lecture•Sample pictures

Be a part of Gillette family Schema

Adam

Eve

Jake Frank

Tobby

Mark

Tom

Steve

Luke

$ 30

$ 30 $ 30

$ 5 + $ 5

Our opportunities

80% of urban men shaveTop five city population is 35 million peopleWe sell them 69 million blades

Java & Bali rural population is83 million people

Can we sell them at least 81 million blades?

New strategyThey are centres of:

“pull” marketingShaving education

60 000 of small kiosks

not covered

Test packages for free

$1m spending

81m blades sold

+$0.7m profit 1996

+$2m profit 1997

Growing market

Key Issues – Summary

Problems Solutions

Increased Demand

Promotional Education

Rural/Urban

Gillette Family & Franchise

Supermarkets

Uneducated

Diversified population

Distribution

Thanks for your attention Questions

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