Gillette Brand ExtensionMac 3 Turbo Sensitive

“The Best a Man Can Get”

Ankit Tomar| PGP30069

Market Overview

• Male razors and blades is the largest segment of the male toiletries market in India, accounting for 62.8% of the market’s total value.

• The Male shaving preparations segment accounts for a further 28.3% of the market

• The Indian male toiletries market grew by 6.3% in 2013 to reach a value of $236.9 million.

• Procter & Gamble Company, The leading player in the Indian male toiletries market, generating a 40.2% share of the market’s value

• Market consumption volume increased with a CAGR of 5.2% between 2009 and 2013

P&G Portfolio Gillette Portfolio

P&G Growth Rate

Major Competitor

4P’S Analysis4P’S Analysis

• Focus on brand values, innovation and cutting edge technology

• Combines sophisticated shaving technologies that gives a close, comfortable shave.

• PowerGlide Smoothness

• Pivoting Precision

• Ultimate Sensitivity

PRODUCT PRODUCT

• Gillette Mach3 uses Perceived Value Pricing model

• The price range of Gillette Mach3 is between Rs. 125 to Rs. 400.

PRICE PRICE

• Gillette brand has high recognition rate

• Massive influence, recall and salience—reminder advertising

• Successful MACH3 launch campaigns

• Strong and sustained advertisement all through out

PROMOTIONPROMOTION

PLACEPLACE

• Gillette uses Hub and Spoke method of distribution.

• 20 hub cities and spokes are Tier 2 and Tier 3 cities have been covered in India.

• Also, the distribution channel of P&G is being used.

Point of Parity• Clean Shave • Easily Available • Similar diversity in product line

Point of Difference • Unique Design and Innovation • More for more • Vast Consumer • Sustainable competitive advantage

POSITIONING POSITIONING