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Group C5

RURAL MARKETING

(Gillette Guard)

Sr. No. Roll No Name

1 2012070 Ankit Jha

2 2012072 Aparna Vohra

3 2012078 Himanshu Jain

4 2012097 Rachit Jain

5 2012085 Kunal Parmar

6 2012108 Shubham Agnihotri

7 2012117 Sunny Kohli

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The target market bottom pf the pyramid represents 70% of the c

population.

Hundred year old Double Edge razor technology was still being used in 80% o

households.

Gillette Guard was therefore developed keeping in mind the safety and affo

needs of the Indian Consumers

The Guard would serve as an entry-level product that could attract new custom

serve as a mechanism for some of those customers to eventually trade-up to

margin products, like the Mach3, or purchase compliment products like shaving

The strategy would double Gillette Indiassales revenue in three years.

Why P&G needed Gillette Gaurd

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Focus on Safety:

Single-blade system lined with a safety comb designed to prevent nicks and cu

Flexible pivoting razor head helps better manoeuvre the curves of the face a

and tackle the hair under the chindifficult areas for doubleedge for users

safely.

Easy to manoeuvre handle with a light weight, ribbed design offers with a e

one-handed control to prevent nicks and cuts.

Features of Gillette Gaurd

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In 2007 P&G sent a multi functional team to rural areas to get a first hand ex

of how rural India lived . And shaved.

. These men usually shaved while sitting on the floor, often in low-light con

with a cup of water and handheld mirror.

This, in conjunction with a cheap blade, easily led to nicks and cuts.

Intermittent access to water also meant that men did not shave everyd

needed a blade that could easily shave longer hair and be used with a

amount of water.

Research Methodology by P&G

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Gillette wanted to achieve a multiplier effect

per dollar of marketing spend on the Guard.This multiplier effect would rely on word-of-

mouth.

Large number of kiranas dispersed

throughout India would play an important

role. The small shops were the dominantretail outlet in rural areas and often played a

large role in influencing purchasing decisions.

Availability

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Gillett's own network in India reaches around 1.5 lakh plus outlets in 3600 to

addition to P&Gs existing distribution channel. Hub & Spoke Model with 20 hub cities and spokes are tier 2 and tier 3 cities.

Every city has only one franchisee distributor. These tier 2 and tier 3(spokes) cities

serve as feeder network.

Nagpur(Hub)

Gondia

Chandrapur

Hinganghat

Akola

Yeotmal

Amravati

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The model enables Guard to maximize its reach which ensure its availability t

masses for which the product was created. Packaging, sorting, accounting and POS promotions decisions are all done at t

level.

The product pricing is stringent and hence to maintain margins transportatio

have to be controlled which is ensured by the small number of roots.

Frequency of service is high to make sure that product is available all the time

target markets All scheduling activities are done at hub level.

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In 2010, the most popular double edge blade in India was the Super-Max bran

cost at most US$0.03 per blade.

The One-Rupee-Shave

The Guards blade cartridge was good for five shaves with each replacemen

costing about US$0.08a price equivalent to a sachet of shampoo or a small

toothpaste.

Through a deep understanding of the rural segment, Gillette designed, dev

manufactured and priced the Gillette Guard at US$0.33 per razor system and

per blade cartridge.

Affordability

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In 2010, the most popular double edge blade in India was the Super-Max bran

cost at most US$0.03 per blade.

The One-Rupee-Shave

The Guards blade cartridge was good for five shaves with each replacemen

costing about US$0.08a price equivalent to a sachet of shampoo or a small

toothpaste.

Through a deep understanding of the rural segment, Gillette designed, dev

manufactured and priced the Gillette Guard at US$0.33 per razor system and

per blade cartridge.

Affordability

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Affordability Analysis

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Awareness

Gillette adopted promotional and advertising campaigns unique to the Indian

and its consumers Packaging makes the low-price an eye-catcher, and shows a handsome young

man easily shaving himself. This, together with large Gillette branding, make a

compelling case

Within 3 months after it launched, Gillette Guard became the best-selling raz

India. Within the first 8 months of launch, 11 million men had tried Gillette G

Gillette Shave India movement http://www.youtube.com/watch?v=uffvu0aztAA - Ad

http://www.youtube.com/watch?v=pppAF4AtrGM- Demo

http://www.youtube.com/watch?v=HkL97eYUGcQ- Movie

http://www.youtube.com/watch?v=uffvu0aztAAhttp://www.youtube.com/watch?v=pppAF4AtrGMhttp://www.youtube.com/watch?v=HkL97eYUGcQhttp://www.youtube.com/watch?v=HkL97eYUGcQhttp://www.youtube.com/watch?v=pppAF4AtrGMhttp://www.youtube.com/watch?v=uffvu0aztAA

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But in 2002, its predecessor the Vector

was a massive flop after intense focus

grouping with MIT students rather than

India residents

To successfully sell products overseas,

particularly in developing markets,

companies must tweak them so they're

relevant to the people who live there

Field research by top executives.That,for me, was a big 'a-ha,' said Alberto

Carvalho, vice president, global Gillette, a

unit of P&G. I had never seen people

shaving like that.

The journey..

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What is Acceptability?

A series of pre defined standards related to the performance of an ind

product that enables someone to easily determine the capability to pe

its function within an acceptable range

Customer should think that they can buy the product by putting an ext

amount on that It should deliver a great solution to the customer, as perceived by cust

The customer should be happy by using the product and feel comfort,

should not be any hesitation to go for it again and again

Acceptability

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Indian men shave less frequently

Length of time to shave

Condition of shaving

Priorities focussed on not being cut and less on a clean shave

Westernisation of culture, Facial hair no longer identity symb

Cultural differences

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Reasons for success :

Go to the source,

Delight dont dilute,

Match the model to the market

Preferred 6 to 1 over standard double edged razor

74% of the men feel safer and have less cuts using the guard

Hold 49.1% of the market share, 12% increase from mach 3

Success of the guard

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Thank you

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