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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
UK
NORTH AMERICA
EUROPE
ASIA
STRENGTHS Creativity and R&D investment Product availability worldwide People Reliance on Quality of Product Strong marketing and advertising Strong brand loyalty Market Leader OPPORTUNITIES Use of e-commerce Increased Grooming, changes in societal attitudes and consumer brand preference New product launches Increasing buying Power Demand for high quality products Still an infant industry in India with huge scope for growth in future
WEAKNESS Highly dependent on core business Expensive brand maintenance Heavy Dependence on Street Retail Outlets Gillette has multiple blade and razor systems but their cartridges are not interchangeable with their other models
SWOT ANALYSIS
THREATS
New Competitors Growth in number of substitutes Electric shaving technology Economic downturn Cloning of successful brands
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
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 doublededged 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
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
TRADITIONAL RAZOR
IF THE PRICE OF YOUR PREFERRED BRAND INCREAS WHAT WOULD YOU DO?
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.
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.