Gillette brand research
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Transcript of Gillette brand research
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A.S.G.K. TEJA DVC-28
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• Founded by – King Camp Gillette in 1901• Owned by – Procter & Gamble (P&G)• Previous owner – The Gillette Company• Marketing – Worldwide• Country – India, United States• Industry –Fashion & Personal care• Slogan –“The Best A Man Can Get”
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PRODUCTS Personal & Oral Hygiene Razors Shaving Gels Deodorants Body Wash Skin Care Hair Care
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BRAND HIGHLIGHTSFirst in INDIA to introduce gel in tubes.Running since 110 years (1901-2011).Global Leader in male Toiletries products.Over 1 Billion men start their day with
Gillette.Manufacturing operations located in 23
countries.Distribution in 200+ countries.
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Three Core BusinessesGillette is the undisputed global leader in:
Grooming
Portable Power
Oral Care
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GroomingProducts
Razors & Blades
Portable power
Oral Care
Batteries Tooth Brush
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BLADES & RAZORS SEGMENT
DisposableRazors
ShavingSystems
ReplacementBlades
Blades &Razors
ElectricShavers
Shaving Products
Pre-Shave Post-Shave Deodorants
Toiletries
GroomingMale & Female
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BRAND AMBASSDORS*Tiger Woods * Roger Federer
American Golfer Model, Actor
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BRAND AMBASSDORS
Football player Indian model, Actor
*David Beckham * Arjun Ram pal(2011)
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Promotional ActivitiesGillette India Limited tie up with Rediff-on-
the-net e-commerce to market its product.Tie up with the ZAPAK for the India Gaming
Championship 2009 for Mach3 turbo promotion.
Endorsed by eminent sports personalitiesUsed sports as a major promotional vehicles
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Gillette Venus EscalatorJanuary 2011
an oversized
female legwith the Goal of
sayingThe smooth Benefit ofGillette Venus
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Gillette Holding
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Print Ads (old)
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CAMPAIGNS
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“The Best A Man Can Get’’ Campaign 2004
strong, product-focused campaign for MACH3Turbo and other male shaving products.
Successfully promoted campaign & increased 15% sales for the year.
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“Bend it with Beckham” Campaign April, May 2005
largest consumer promotion campaign for Gillette across the Middle East, Africa and Europe
achieved impressive business results
20% increase in volume sales through April and May 2005 across the three premium Gillette products.
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“Gillette Razor Zamboni Ad” CampaignApril 2009
Gillette razors attached toZamboni Ice Resurfacer machinesseeming the razorswere giving a Smoother shaveto the ice.
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“The Moment” Campaign 2009-11
It’s a Global Brand marketing campaign
modernized version of “The Best A Man Can Get,”
campaign .
Featured with Sports stars namely Tiger Woods, Roger Federer and Derek Jeter in Ads & Promotions.
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Competitive Brands PalmoliveOld SpiceHindustan Lever LimitedGodrejAxeDettol
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Television Sponsored ProgramsDrafted 3Gillette Soccer SaturdayFast Cars and Superstars
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COMPANY SWOT ANALYSISStrengths
Threats
Weaknesses
Opportunities
Market LeaderStrong Brand ImageAggressive AdvertisingQuality & InnovationPortfolio Range
Long Development CyclesRelatively Static Market GrowthHigh costs of productsExpensive Brand Maintenance
Consumer BrandDemand for High QualityNew Production - TechnologyExpansion of Production& Distribution
New CompetitorsIncreasing Buyer PowerGrowth in SubstitutesElectric shaving technologyEconomic Downturn
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Reason for choosing As I use Gillette for my personal
HygieneHYPOTHESISGILLETTE is the most renowned brand in Shaving Product Market In India
CONCLUSIONGILLETTE remain as the market leader of Grooming sector products for the future.
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THANK YOU