4 P’S 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 LINE—5 LENGTH OF THE PRODUCT MIX—50 AVERAGE PRODUCT LINE LENGTH—10
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 ? 7O’CLOCK------- 2 Variants ? 7O’CLOCK PII ? 7O’CLOCK
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
7O’CLOCK (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)
7O’CLOCK 7O’CLOCK 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
?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
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 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
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
doc_558512455.ppt
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 LINE—5 LENGTH OF THE PRODUCT MIX—50 AVERAGE PRODUCT LINE LENGTH—10
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 ? 7O’CLOCK------- 2 Variants ? 7O’CLOCK PII ? 7O’CLOCK
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
7O’CLOCK (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)
7O’CLOCK 7O’CLOCK 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
?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
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 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
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
doc_558512455.ppt