Description
Brand Extensions of Gillette, Product Lines, Consumer Survey, Promotion Strategy and The Success Story.
CONTENTS
• • • • • • Background Brand Extensions of Gillette Product Lines Consumer Survey Promotion Strategy The Success Story
BACKGROUND
• Founded in 1901, Gillette Company USA is one of the leading manufacturers of shaving products, which includes blades and razors. Its portfolio includes grooming products, alkaline batteries, oral care products and personal care products. In 2005, Gillette was acquired by Procter and Gamble (P & G) which is the largest consumer goods company in the United States. It operates in 200 countries with manufacturing units in 56 countries On 10th June, 2006, Gillette India was acquired by P & G. Gillette India operates from Mumbai.
•
•
• • •
BRAND EXTENSIONS OF GILLETTE
• Grooming Products / Personal Care ? Gillette ? Braun ? 7 o’clock ? Wilkinson Oral Care ? Oral B Alkaline Batteries ? Duracell
•
•
GILLETTE SHAVING PRODUCTS - MEN
GILLETTE RAZORS AND BLADES
? ? ? ? ? ? ? ? ? ? Fusion Fusion Power Mach 3 Mach 3 Turbo M3 Power Sensor Excel Vector plus Presto 7 o’clock Sharp Edge Wilkinson Sword
GILLETTE SHAVE GELS
• Gillette Fusion
? ? ? ? ? Hydragel ultra-sensitive Hydragel moisturizing Hydragel clear skin Hydragel clean & fresh Hydragel tough beard
•
Gillette Series
? ? ? ? ? ? ? Sensitive skin Protection Skin renewal Ultra-comfort Ultra-moisturizing Sensitive skin foam Moisturizing foam
•
Gillette Classic
? ? ? ? Regular Sensitive skin Lemon lime Aloe & Allantoin
GILLETTE AFTER SHAVES & DEODORANTS
GILLETTE AFTER SHAVES • Gillette Fusion
? Hydrasoothe after shave balm ? Hydracool gel
•
Gillette Series
? ? ? ? ? ? Sensitive skin gel Sensitive skin lotion Splash, cool wave Power rush Storm force Spicy
GILLETTE DEODORANTS
• • • Series Clear Gel 3X deodorant - Power rush Series Clear Gel 3X deodorant - Cool wave Series Clear Gel 3X deodorant - Storm force
GILLETTE SHAVING PRODUCTS - WOMEN
GILLETTE RAZORS AND BLADES
• • • • • • • • • • • • • Venus original Venus embrace blue / green Venus breeze Venus vibrance Venus divine Venus spa breeze disposable Venus Malibu disposable Venus sensitive skin disposable Venus original disposables Daisy disposable razors Sensor excel Sensor 3 Custom plus disposable pivot razors
GILLETTE SHAVE GELS
• Satin Care
CONSUMER SURVEY - MEN
• Sampling method – Cluster Sampling • Sample size – 100 ? Below 25 years : 33 ? 25 – 40 years : 34 ? Above 40 years : 33
HOW OFTEN DO YOU SHAVE ?
FREQUENCY
29 46
EVERYDAY ONCE IN 2 DAYS
25
LESS OFTEN
WHICH GILLETTE PRODUCTS HAVE YOU TRIED?
19 15 20 70
PRESTO VECTOR PLUS SENSOR EXCEL
26
76
MACH 3 / MACH 3 TURBO / M3 FUSION / FUSION POWER SHAVING GEL / FOAM
76
7
AFTER SHAVE LOTION
DEODORANT
BELOW 25
3
25 - 40
10 7 18 9 4 7
13
6
22 22 26 4 26
ABOVE 40
3 7
21 3
5 6
PRESTO VECTOR PLUS SENSOR EXCEL MACH 3 / MACH 3 TURBO / M3 28 FUSION / FUSION POWER SHAVING GEL / FOAM
30
29
AFTER SHAVE LOTION DEODORANT
WHICH GILLETTE PRODUCTS DO YOU USE ON A REGULAR BASIS?
14
9
9
9
44 PRESTO VECTOR PLUS SENSOR EXCEL 63 MACH 3 / MACH 3 TURBO / M3 FUSION / FUSION POWER SHAVING GEL / FOAM 54 1
AFTER SHAVE LOTION DEODORANT
BELOW 25
3 6 7 1 14
25 - 40
1 6 3 4
6
23
10 1
16
ABOVE 40
2 3 2 4
18
23
PRESTO VECTOR PLUS 24 SENSOR EXCEL MACH 3 / MACH 3 TURBO / M3 FUSION / FUSION POWER SHAVING GEL / FOAM 26 AFTER SHAVE LOTION DEODORANT
DO YOU CONSIDER YOURSELF BRAND LOYAL W.R.T. SHAVING PRODUCTS?
BRAND LOYALTY
22
YES
78
NO
WOULD YOU COMPROMISE ON QUALITY ON THE BASIS OF PRICE?
PRICE AFFECTING DECISIONS
13
YES
87
NO
WHAT IS YOUR MONTHLY SPENDING ON SHAVING?
MONTHLY SPENDING
16
23
LESS THAN Rs 200/Rs 200/- TO Rs 500/61 MORE THAN Rs 500/-
CONSUMER SURVEY WOMEN
• Sampling method – Random Sampling
• Sample size – 15
WHICH GILLETTE PRODUCTS HAVE YOU TRIED?
5 7
VENUS
SENSOR EXCEL 10 SATIN CARE
WHICH GILLETTE PRODUCTS DO YOU USE ON A REGULAR BASIS?
3 4
VENUS SENSOR EXCEL SATIN CARE
8
DO YOU CONSIDER YOURSELF BRAND LOYAL W.R.T. SHAVING PRODUCTS?
BRAND LOYALTY
6
9
YES
NO
WOULD YOU COMPROMISE ON QUALITY ON THE BASIS OF PRICE?
PRICE AFFECTING DECISIONS
3
YES
NO 12
WHAT IS YOUR MONTHLY SPENDING ON SHAVING?
MONTHLY SPENDING
3
7 LESS THAN Rs 200/Rs 200/- TO 500/-
5
MORE THAN Rs 500/-
BELOW THE LINE PROMOTION
• The loss leader business model- razor handles are given away for free or sold at a loss, but sales of disposable razor blades are very profitable. Bundling- combination of 2 or more Gillette products in super saver packs Canopies and separate counter of Gillette in big bazaar, with a person from Gillette at the counter. A cabinet of razors and blades provided by Gillette as a positioning strategy to all Spencer's outlets. Dummy customer from Gillette. In kiryana shops and general stores, Gillette products are strategically placed.
• •
•
• •
ABOVE THE LINE PROMOTION
• Promotion through TVC’s endorsed by Tiger Woods,Roger Federer, Derek Jeter, David Beckham and Rahul Dravid. • Promotion of Sensor Excel endorsed by Irfan Pathan. • Gillette has localized its advertisements as per Indian culture; for example the promotion campaign for “Vector” was related to an Indian marriage party. • Increase business aggressively by introducing more products and ranges. • Localization of distribution system and wide distribution network.
CABINETS AT SPENCERS
THE SUCCESS STORY
• Initially, Gillette launched a disposable range of razors targeting mainly the middle class. In India, it merged with “Wilkinson Sword”. "Trac II" was the first twin blade system launched in 1971, followed by the launch of “Gillette Contour / Atra” in 1976 and “Gillette Contour Plus / Atra Plus” in 1985.
•
•
Gillette anticipated that the “Sensor” would achieve a 5% market share by the end of 1990, its first year on the market, most of which would be obtained from Gillette razors in this product line and a remaining one – third of Sensor’s sales would come from the competitors disposable razors. For every 1% of market share from the competition, Gillette would gain $20 million in pretax profit. For every 1% it took from another Gillette product, pretax profits were expected to increase by $10 million.
An improved version, the “Sensor Excel” was released in 1995.
•
•
THE SUCCESS STORY
• “Mach 3” was launched in 1998 which introduced indicator technology to encourage users to change their blades more frequently, targeting the upper middle class. “Mach 3 Turbo” and “Mach 3 Champion” were launched thereafter. These extensions resulted in making the people more quality conscious. An increase in price by almost Rs.10-50/- was not concentrated upon, the focus lay on the technological advancements. Gillette offers these products in super saver packs and gift packs, which are hugely popular as people prefer using the complementary products. “Gillette Fusion”, which is a high priced five blade razor , was launched in 2006. However, they are not available as readily in India and have not gained popularity.
• •
•
•
THE SUCCESS STORY
• “Gillette Venus” which is based on the Mach3 was designed for women. Made to represent the “Goddess in You". “Venus Divine” was then launched which is considered a parallel to Mach3 Turbo followed by “Venus Vibrance” “Venus Embrace” which equated the Fusion was the first five-bladed razor for women.
•
•
Thank You
doc_957890638.ppt
Brand Extensions of Gillette, Product Lines, Consumer Survey, Promotion Strategy and The Success Story.
CONTENTS
• • • • • • Background Brand Extensions of Gillette Product Lines Consumer Survey Promotion Strategy The Success Story
BACKGROUND
• Founded in 1901, Gillette Company USA is one of the leading manufacturers of shaving products, which includes blades and razors. Its portfolio includes grooming products, alkaline batteries, oral care products and personal care products. In 2005, Gillette was acquired by Procter and Gamble (P & G) which is the largest consumer goods company in the United States. It operates in 200 countries with manufacturing units in 56 countries On 10th June, 2006, Gillette India was acquired by P & G. Gillette India operates from Mumbai.
•
•
• • •
BRAND EXTENSIONS OF GILLETTE
• Grooming Products / Personal Care ? Gillette ? Braun ? 7 o’clock ? Wilkinson Oral Care ? Oral B Alkaline Batteries ? Duracell
•
•
GILLETTE SHAVING PRODUCTS - MEN
GILLETTE RAZORS AND BLADES
? ? ? ? ? ? ? ? ? ? Fusion Fusion Power Mach 3 Mach 3 Turbo M3 Power Sensor Excel Vector plus Presto 7 o’clock Sharp Edge Wilkinson Sword
GILLETTE SHAVE GELS
• Gillette Fusion
? ? ? ? ? Hydragel ultra-sensitive Hydragel moisturizing Hydragel clear skin Hydragel clean & fresh Hydragel tough beard
•
Gillette Series
? ? ? ? ? ? ? Sensitive skin Protection Skin renewal Ultra-comfort Ultra-moisturizing Sensitive skin foam Moisturizing foam
•
Gillette Classic
? ? ? ? Regular Sensitive skin Lemon lime Aloe & Allantoin
GILLETTE AFTER SHAVES & DEODORANTS
GILLETTE AFTER SHAVES • Gillette Fusion
? Hydrasoothe after shave balm ? Hydracool gel
•
Gillette Series
? ? ? ? ? ? Sensitive skin gel Sensitive skin lotion Splash, cool wave Power rush Storm force Spicy
GILLETTE DEODORANTS
• • • Series Clear Gel 3X deodorant - Power rush Series Clear Gel 3X deodorant - Cool wave Series Clear Gel 3X deodorant - Storm force
GILLETTE SHAVING PRODUCTS - WOMEN
GILLETTE RAZORS AND BLADES
• • • • • • • • • • • • • Venus original Venus embrace blue / green Venus breeze Venus vibrance Venus divine Venus spa breeze disposable Venus Malibu disposable Venus sensitive skin disposable Venus original disposables Daisy disposable razors Sensor excel Sensor 3 Custom plus disposable pivot razors
GILLETTE SHAVE GELS
• Satin Care
CONSUMER SURVEY - MEN
• Sampling method – Cluster Sampling • Sample size – 100 ? Below 25 years : 33 ? 25 – 40 years : 34 ? Above 40 years : 33
HOW OFTEN DO YOU SHAVE ?
FREQUENCY
29 46
EVERYDAY ONCE IN 2 DAYS
25
LESS OFTEN
WHICH GILLETTE PRODUCTS HAVE YOU TRIED?
19 15 20 70
PRESTO VECTOR PLUS SENSOR EXCEL
26
76
MACH 3 / MACH 3 TURBO / M3 FUSION / FUSION POWER SHAVING GEL / FOAM
76
7
AFTER SHAVE LOTION
DEODORANT
BELOW 25
3
25 - 40
10 7 18 9 4 7
13
6
22 22 26 4 26
ABOVE 40
3 7
21 3
5 6
PRESTO VECTOR PLUS SENSOR EXCEL MACH 3 / MACH 3 TURBO / M3 28 FUSION / FUSION POWER SHAVING GEL / FOAM
30
29
AFTER SHAVE LOTION DEODORANT
WHICH GILLETTE PRODUCTS DO YOU USE ON A REGULAR BASIS?
14
9
9
9
44 PRESTO VECTOR PLUS SENSOR EXCEL 63 MACH 3 / MACH 3 TURBO / M3 FUSION / FUSION POWER SHAVING GEL / FOAM 54 1
AFTER SHAVE LOTION DEODORANT
BELOW 25
3 6 7 1 14
25 - 40
1 6 3 4
6
23
10 1
16
ABOVE 40
2 3 2 4
18
23
PRESTO VECTOR PLUS 24 SENSOR EXCEL MACH 3 / MACH 3 TURBO / M3 FUSION / FUSION POWER SHAVING GEL / FOAM 26 AFTER SHAVE LOTION DEODORANT
DO YOU CONSIDER YOURSELF BRAND LOYAL W.R.T. SHAVING PRODUCTS?
BRAND LOYALTY
22
YES
78
NO
WOULD YOU COMPROMISE ON QUALITY ON THE BASIS OF PRICE?
PRICE AFFECTING DECISIONS
13
YES
87
NO
WHAT IS YOUR MONTHLY SPENDING ON SHAVING?
MONTHLY SPENDING
16
23
LESS THAN Rs 200/Rs 200/- TO Rs 500/61 MORE THAN Rs 500/-
CONSUMER SURVEY WOMEN
• Sampling method – Random Sampling
• Sample size – 15
WHICH GILLETTE PRODUCTS HAVE YOU TRIED?
5 7
VENUS
SENSOR EXCEL 10 SATIN CARE
WHICH GILLETTE PRODUCTS DO YOU USE ON A REGULAR BASIS?
3 4
VENUS SENSOR EXCEL SATIN CARE
8
DO YOU CONSIDER YOURSELF BRAND LOYAL W.R.T. SHAVING PRODUCTS?
BRAND LOYALTY
6
9
YES
NO
WOULD YOU COMPROMISE ON QUALITY ON THE BASIS OF PRICE?
PRICE AFFECTING DECISIONS
3
YES
NO 12
WHAT IS YOUR MONTHLY SPENDING ON SHAVING?
MONTHLY SPENDING
3
7 LESS THAN Rs 200/Rs 200/- TO 500/-
5
MORE THAN Rs 500/-
BELOW THE LINE PROMOTION
• The loss leader business model- razor handles are given away for free or sold at a loss, but sales of disposable razor blades are very profitable. Bundling- combination of 2 or more Gillette products in super saver packs Canopies and separate counter of Gillette in big bazaar, with a person from Gillette at the counter. A cabinet of razors and blades provided by Gillette as a positioning strategy to all Spencer's outlets. Dummy customer from Gillette. In kiryana shops and general stores, Gillette products are strategically placed.
• •
•
• •
ABOVE THE LINE PROMOTION
• Promotion through TVC’s endorsed by Tiger Woods,Roger Federer, Derek Jeter, David Beckham and Rahul Dravid. • Promotion of Sensor Excel endorsed by Irfan Pathan. • Gillette has localized its advertisements as per Indian culture; for example the promotion campaign for “Vector” was related to an Indian marriage party. • Increase business aggressively by introducing more products and ranges. • Localization of distribution system and wide distribution network.
CABINETS AT SPENCERS
THE SUCCESS STORY
• Initially, Gillette launched a disposable range of razors targeting mainly the middle class. In India, it merged with “Wilkinson Sword”. "Trac II" was the first twin blade system launched in 1971, followed by the launch of “Gillette Contour / Atra” in 1976 and “Gillette Contour Plus / Atra Plus” in 1985.
•
•
Gillette anticipated that the “Sensor” would achieve a 5% market share by the end of 1990, its first year on the market, most of which would be obtained from Gillette razors in this product line and a remaining one – third of Sensor’s sales would come from the competitors disposable razors. For every 1% of market share from the competition, Gillette would gain $20 million in pretax profit. For every 1% it took from another Gillette product, pretax profits were expected to increase by $10 million.
An improved version, the “Sensor Excel” was released in 1995.
•
•
THE SUCCESS STORY
• “Mach 3” was launched in 1998 which introduced indicator technology to encourage users to change their blades more frequently, targeting the upper middle class. “Mach 3 Turbo” and “Mach 3 Champion” were launched thereafter. These extensions resulted in making the people more quality conscious. An increase in price by almost Rs.10-50/- was not concentrated upon, the focus lay on the technological advancements. Gillette offers these products in super saver packs and gift packs, which are hugely popular as people prefer using the complementary products. “Gillette Fusion”, which is a high priced five blade razor , was launched in 2006. However, they are not available as readily in India and have not gained popularity.
• •
•
•
THE SUCCESS STORY
• “Gillette Venus” which is based on the Mach3 was designed for women. Made to represent the “Goddess in You". “Venus Divine” was then launched which is considered a parallel to Mach3 Turbo followed by “Venus Vibrance” “Venus Embrace” which equated the Fusion was the first five-bladed razor for women.
•
•
Thank You
doc_957890638.ppt