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More than 1 billion men across

the world start their day with
Gillette
 All About Gillette
The company established by King Camp Gillette on 28 September
1901 in Boston.
Initially it was American Safety Razor Company.
The invention of Razor was patented in 1904.
1905 Develops new markets by opening London Offices.
1914 Gillette brokers deal with US Army (3.5 Million razors, 36
Million blades)
In 1952, its name changed to The Gillette Company.
In India, co. established on 9th February 1984, in Rajasthan as Indian
Shaving Products Limited and was jointly promoted by House of
Poddar Enterprises and Gillette co.
Now it is called as Gillette India Ltd.
Merged with Duracell (India) Pvt. Ltd. and Wilkinson Sword India
Ltd.
 1973 Net Sales exceed $1Billion.
1980 Net Sales exceed $2 Billion.
Sold off to P&G in 2005 for $57 billion
Launched various innovative products to capture the Indian
Audience
Market leader in premium shaving care segment
Good reputation for delivering high quality, value added products
Still in the infant stage with great opportunities ahead. Saw a 16%
growth in 2008
Awarded as the 13th most global brand by Bloomberg
Businessweak

References:
http://www.moneycontrol.com/company-facts/gilletteindia/history/GI22
http://images.businessweek.com/ss/09/09/0917_global_brands/89.htm
 BRAND HIGHLIGHTS
Gillette India Limited (GIL) is one of India's well-known FMCG
Companies.
The world's largest personal care and household products
company.
First in INDIA to introduce gel in tubes.
Running since 111 years (1901-2012).
Global Leader in premium shaving care segment
Over 1 Billion men start their day with Gillette.
Manufacturing operations located in 23 countries.
Distribution in 200+ countries.
 Core Businesses
Gillette India Limited (GIL) has 3 core
businesses:

Grooming

Portable Power

Oral Care
GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES

UK
EUROPE ASIA
NORTH
AMERICA

SOUTH
AMERICA
AFRICA
AUSTRALIA
 WEAKNESS
STRENGTHS
Highly dependent on core business
Expensive brand maintenance
Creativity and R&D investment
Heavy Dependence on Street Retail
Product availability worldwide
Outlets
People Reliance on Quality of Product
Gillette has multiple blade and razor
Strong marketing and advertising systems but their cartridges are not
OPPORTUNITIES
Strong brand loyalty interchangeable with their other models
SWOT THREATS
Use ofLeader
Market e-commerce
Increased Grooming, changes in
ANALYSIS
New Competitors
societal attitudes and consumer brand
preference Growth in number of substitutes
New product launches Electric shaving technology
Increasing buying Power Economic downturn
Demand for high quality products Cloning of successful brands
Still an infant industry in India with
huge scope for growth in future
GLOBAL STRATEGY
Corporate Objective
global focus on consumer products

global competitive advantage in quality, value

added personal care/use products

Global Market
competing in the triad markets (Europe, Japan,

North and South America)

industry concentration

global market leadership in male and female

grooming products
THE GILLETTE STRATEGY
Global resources organised and deployed to achieve
market leadership in all their products
to maintain and increase existing market share in
male and female grooming products
Corporate Strategy
aggressive research and advertising

strategic diversification e g mergers & acquisitions

new product developments (invest in technology

and product innovation)

focus on core competencies

maximise e-commerce opportunities

build strong product portfolio

GILLETTE PRODUCTS
 GILLETTES STRATEGY IN INDIA
Launching innovative and
customised products
Gillette has created a new market
for the power battery toothbrush
through Oral-B (the oral care
subsidiary of Gillette India). It also
introduced Mach3Turbo, a triple-
blade shaving system in India.
Gillette India has launched
customised products specially
designed for Indian consumers. It
introduced Vector Plus, which is a
twin blade system with push clean
anti-clogging function in the mid-
price segment.

Localisation of distribution system
and wide distribution network

Gillettes sales and distribution network is

wide, enabling consumers all over the
country to buy its products.
Gillette has localised its distribution system

and made it specific to the Indian market.

Gillette has targeted the Indian market on a

shop-by-shop basis as against the European

and US market where there are only few
major retailers.
Restructuring business to drive
Gillette restructured its business in India in
2003.
Strategic restructuring: Focused on grooming
and oral care business while exiting battery and
household appliances business.
Financial restructuring: Focused on improving

the margins, cost reduction and improving asset

utilisation.
The restructuring undertaken by Gillette paid

off with increasing profits.

 Leveraging Indias large market
Gillette is tapping the large Indian consumer base to
establish a strong presence in the country. The market for
shaving blades in India is the largest in the world.

The market for oral care (toothbrushes) is the second

largest in the world, while that of batteries is the third
largest in the world (all in volume terms).

Apart from this the increasing consumer-spending

capacity and the increase in retail activity are also some
factors which attract Gillette to expand its business in
India.

http://www.ibef.org/download/GilletteIndia.pdf
 Price Strategy

Gillette Presto, a product designed to upgrade

consumers who still use double-edge blades, with
a product priced atRs18, and with refills priced at
Rs5 which lasts up to 5 shaves. With the company
pursuing a volume-led growth strategy, its
advertising and promotion expenditure can be
expected to continue growing at high levels. And,
even as sales growth may continue to surprise on
the upside, profit can be expected to lag for some
time to come.
In a bid to increase share and growth, Gillette
introduced the Mach3 in November 2011, priced at
Rs125 or 60% lower than the Mach3 Turbo. This
product is targeted at greater conversions from the
doubled-edged segment, which accounts for 62%
and 86% of the razors and blades market, in value
and volume terms, respectively. And nearly half of
this market comprises users who get their shaves
done in a salon. Gillette is attempting to convert this
segment by giving them a salon-quality shave at an
affordable price.

http://www.livemint.com/2010/11/28211336/Gillette-India-shortterm-pai.html
 MARKETING
Strong distribution strategies played
a prominent role in the robust
growth, as a result of which Gillette
brand has managed to tap both the
premium and the value-for-
money consumers Sharat Verma,
Marketing manager of Gillette India

The lower-value products, followed

the companys realisation that while
new and improved is still good,
lower price works better in these
tough times
BRANDING
Umbrella
Branding
PROMOTIONS AND
ADVERTISEMENTS

{
Gillettes SHAVE INDIA MOVEMENT

GILLETTE SHAVE SUTRA
Arjun Rampal and Neha Dhupia lead Gillette Mach3 Turbo
Sensitives conduct Gillette Shave Sutra The Worlds Largest
Shaving Lesson

150 couples come together to break the world-record for the

Largest Shaving Lesson EVER!!

Gillette Shave Sutra demonstrates how with the comfort of Mach 3

Turbo Sensitive shaving becomes so effortless that even your partner
can shave you.
 Tied up with Rediff-on-the-Net e-commerce to market
its product

Tied up with ZAPAK for The India Gaming

Championship 2009

Uses sports as a major promotional vehicle

Uses social networking sites like Facebook to promote

its products and carry out different surveys
BRAND
AMBASSADORS
GILLETTE IN THE
MINDS OF THE
CONSUMERS
HOW OFTEN DO YOU SHAVE?
Frequency

Alternate days
Every 3-4 days
Twice a week
Once a week
Once in 2 weeks
TRADITIONAL RAZOR

Gillette
Dynamite
Topaz
7'o clock
WHICH DISPOSABLE RAZOR DO YOU
PREFER?
Preference

Gillette Guard
Super Max
Presto
Dynamite
WHICH REPLACEMENT CARTRIDGES DO
YOU USE?
DO YOU USE AN ELECTRIC SHAVER?

YES
NO
WHICH SHAVING CREAM/SHAVING
FOAM/SHAVING GEL DO YOU USE?

Nivea Old Spice Gillette Park Avenue

PREFERENCE ON THE BASIS OF?

Availibility
Price
Easy To Use
Safety
Quality
Quick
 IF THE FIRST PREFERENCE IS NOT
AVAILABLE,WHAT WOULD YOU BUY?

Some Other
Brand
Same Brand
IF THE PRICE OF YOUR PREFERRED BRAND
INCREASES, WHAT WOULD YOU DO?
GILLETTE IN THE
MINDS OF THE
SELLERS
DISTRIBUTION OF SALES

Sales

23%
Gillette
Axe
Supermax
52%

14%

others
10%
 SALES GRAPH OF GILLETTE PRODUCTS

3
SALES

0
Fusion Mach 3 turbo Presto
PRICE AND QUALITY OF THE PRODUCTS
Almost all the sellers surveyed feel that the Gillette
products are premium in quality.

The company offers products for middle as well as higher

income groups.

Gillette constantly strives to provide convenience and

better quality to its consumers

The products are priced as per its quality. Though a little

expensive, the price is worth the quality

Attractive advertisements and sponsoring events one of

the key reasons for higher sales.
STOCK OF THE PRODUCTS IN THE SHOPS

The products are easily available.

Efficient follow-up by the distributors

in the retail shops.

Very rarely there occurs a shortage.

Gillette recently adopted D.C system

for its modern trade. This has lead to
better availability in the super markets.
 COMPLAINTS AND
SUGGESSTIONS
Hardly any complaints from the end-users.

Minimal instances of the products procured from the

distributors being defective. However, defects occurring during
transportation can be neglected.

The company must allow credit duration of a week.

Better margins expected from the company. Shouldnt merely

be a A SOCIAL SERVICE act by the retailers. Competitors
offer 10-15% extra margin than Gillette.

Blades more expensive than razors. Reduction in blade prices

will help considerably in increasing the market share.
Truly, Gillette is the
best a man can get!

Tarin Poddar
Meera Panchal
Ummulkiram Pardawala
Smik Hindocha
Niket Shah