MARKET ANALYSIS OF

GILLETTE INDIA LIMITED

A BREIF INTRODUCTION

Incorporated on 9th February 1984 as Indian Shaving Products Limited (ISPL)

Company was jointly Promoted by (HOPE) and Gillette Company, U.S.A. (Gillette).

Became Subsidiary of P&G in 2005.

Business Segments – Personal Grooming, Oral Care & Portable Power.

Till date Gillette India has launched many innovative products to capture Indian

consumers.

Captured a major market share in premium shaving care segment.

Carved a reputation for delivering high quality, value-added products.

Focus on Personal Grooming Products Especially on Shaving Cream / Gel / Foam

Segment.

PERSONAL GROOMING INDUSTRY AN OUTLOOK

Estimated to be worth $ 4-bn.

20% Growth recorded in 2008.

Gillette India recorded 16% Growth in 2008.

Still in an infant stage.

Opportunities for Gillette, Colgate Palmolive

& others

Indian Personal Care Market

GILLETTE INDIA LIMITED – THE 4P’S

PRODUCT

PRICE

PLACE

PROMOTION

Business Segments

Personal Grooming

Razors/BladesShaving Brushes

Shaving Gels/FoamsAfter Shave Preparations

BRANDSMach3 Turbo,

Vector Plus,Sensor Excel,

7 o’clock,Gillette Presto,

WilkinsonGillette Series

Gillette

Portable Power

Alkaline Battaries

BRANDSDuracell

Oral Care

Tooth BrushesOther Oral Care

Products

BRANDSOral B

PRODUCT

PRODUCT

The BCG Matrix

Duracell

Market Share

Mar

ket G

row

th

Men ToiletriesRazors

Oral B

PRODUCT

6 VARIANTS IN SHAVING GELS (Metallic Cylinders)Sensitive Skin, Moisturizing, Extra Comfort,Cool Cleansing, Pure & Sensitive and Protection.Size: 210 ml.

3 VARIANTS IN SHAVING GELS (TUBES)Sensitive Skin, Moisturizing, & Ultra Conditioning

4 VARIANTS IN SHAVING FOAMS (Metallic Cylinders)Sensitive Skin, Pure & Sensitive, Conditioning & Cool Cleansing

PRODUCT

CORE BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

POTENTIAL PRODUCT

LOOK GOOD

SHAVING CREAM

WITH MOISTURISER

GEL BASED

FACE CREAM

AUGMENTED PRODUCT

PRICE

Sr. No.

Products Weight Price RLP*

1. Gillette SeriesShave Gels (Cans)

210 ml. 249/- 222.32/-

2. Gillette SeriesShave Gels (Tubes)

30 gm. 30/- 26.69/-

3. Gillette Series(Foams)

210 ml. 225/- 187.05

PREMIUM PRICING

All Products are in a premium category Pricing well above the industry average Leveraging Consumer Loyalty

PLACE

Nagpur (Hub)

P&G Depot

GondiaChandrapur

Hinganghat

Yeotmal

Akola

Amravati

The Spoke and the Hub Distribution Model of Gillette India

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

Business Executive

(C.G. Marketing) - 1

Business Executive

(C.G. Marketing) - 1

Distributor

(C.G. Marketing)

Distributor

(C.G. Marketing)

Area Sales Manager

(P&G) - 1

Area Sales Manager

(P&G) - 1

Sales Trainee Leader

(C.G. Marketing)- 5

Sales Trainee Leader

(C.G. Marketing)- 5

Visibility Captain

(C.G. Marketing)- 17

Visibility Captain

(C.G. Marketing)- 17

Delivery Boys

(C.G. Marketing)- 12

Delivery Boys

(C.G. Marketing)- 12

Distributor Sales Exe

(C.G. Marketing)- 18

Distributor Sales Exe

(C.G. Marketing)- 18

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.

ADVANTAGES

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

PROMOTION

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

Less Attention on Shaving Gels & Foams

PROMOTIONAL ACTIVITIES

PROMOTIONPROMOTION

ATTENTION- BY ADVERTISEMENT

INTEREST- BY FEATURES

DESIRE-ADMIRATION BY OPPOSITE SEX

ACTION- PURCHASING

THE AIDA MODEL

RESEARCH OBJECTIVES

Gauge brand recall for various Shaving Creams/Gels/Foams brands, specifically

Gillette.

To understand the Buying Intention of Gillette Shaving Gel and Foam users.

To understand the brand loyalty of customers towards Shaving Creams/Foams/Gels.

Identify how Gillette India can become Market leader in Shaving

Creams/Gels/Foams

HYPOTHESES

The Two Hypotheses made in the beginning of the study were:

1. Gillette Is The Most Renowned Brand In Shaving Product Market In India.

2. Gillette Can Become A Market Leader In Shaving Product Market In India.

RESEARCH DESIGNProblem

DeterminationExploratory

Research

Causes of Problems

DescriptiveResearch

Answers to Problems

THE IMPLEMENTATION

Data Collection

Phase I : Secondary Data Collection

Phase II : Depth Interviews (Exploratory Research)

Phase III : Consumer Survey (Descriptive Research)

The Universe of the Sample:

All People aged 18 to 70 years of Nagpur were randomly selected, who

have purchased Shaving Cream/Gel/Foam.

The Sampling Frame:

Shopping Malls, Men’s Parlors, Residential Areas and other public places

like Restaurants.

The Sample Size: 100.

SAMPLING TECHNIQUE

DATA ANALYSIS

BRAND RECALL

0 10 20 30 40 50 60 70 80 90 100

85

44

38

33

52

72

28

93

14

81

29 Park Avenue

Linear (Park Avenue)

Old Spice

Nivea

Gillette

Linear (Gillette)

Fa

Palmolive

Dettol

Denim

Axe

V-John

Godrej

GILLETTE HAS THE HIGHEST BRAND RECALL

DATA ANALYSIS

BRAND LOYALTY

Brand Loaylty in cases of Price hike & non availability of the preferred brand.

0% 50% 100%

86%

63%

Price HikeNon Availability

GILLETTE HAS THE HIGHEST BRAND LOYALTY

DATA ANALYSIS

PREFERRED BRAND

0 5 10 15 20 25 30 35 40 45 50

20

7

9

3

2

8

2

47

2 Old SpicePark AvenueNiveaGilletteFaPalmoliveDettolDenimAxeV-JohnGodrej

GILLETTE EMERGED AS THE MOST PREFERRED BRANDS

DATA ANALYSIS

BRAND SATISFACTION

23

72

3 2

Brand Satisfaction of Gillette

Highly SatisfiedSatisfiedNeither Satisfied Nor Dissatisfied Dissatisfied

DATA ANALYSIS

BUYING INTENTION

Group 1: Price Stylish package design Antiseptic attribute Color of the cream/foam/gel Lather formation Availability in stores Offers/Discounts Brand name  

Group 2:  Ease of Use Keeps the skin soft Ingredients Fragrance Lather formation Availability in stores Offers/Discounts Brand name

COMMON ATTRIBUTES

DATA ANALYSIS

FISHBEIN ANALYSIS

Godrej Gillette Palmolive Old Spice0

5

10

15

20

25

19

21

16

14

Avg. Attitude Perception Scores Towards Each Brands

Ave

rage

Atti

tude

RECOMMENDATIONS

Launch Matured products like regular Foams & Razors in neighboring countries.

Launch Gillette Shaving Cream & Other Personal Grooming Products.

Promote Gillette Shaving Cream / Gel / Foam more aggressively.

Thank You !