SAMYAK_GILLETTE_CASE_STUDY

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GILLETTE CASE STUDY



INTRODUCTION

´ Safety razors were invented by King C. Gillette in1903

´ Right Guard Deodorant, was market leader in the

1960·s´ But competitors were in lead for product

fragmentation of deodorants

´ S. C Johnson and Sons Edge Gel emerged as a

leading player of foamy shaving cream beating Gillette

´ These experiences created frustration at Gillette



SENSOR- A CARTRIDGE RAZOR

´ BIC in 1974 gained control in nearly 80 % of therazor market by 1990

´ Good News! was the first disposable, double-

blade razor, released in 1976

´ But later they came up with sensor razor- whichwas bit high priced

´ Gillette sensor only razor who give threeimportant attributes, closeness, comfort andsafety



SUCCESS OF SENSOR

´ Gillette spent $ 110 million in the first year to

advertise Sensor

´

Achieved $390 million sales´ The share of the market held by the

disposables went down to 42%



ADVERTISEMENT

´ Brand ambassador·s ²² Roger Federer,

² Irfan Pathan and many more males

´ Capitalize on the success of Sensor´ Male oriented

´ $ 60 million on a joint advertising campaign withSensor

´ Problems faced were-1) high priced commodities other thansensor did not justify its price

2)Joint ads created confusion



POSITION AMONG COMPETITORS

´ Sensor was the only product that was distinct

amongst all

´

The products in Gillette's series had betteralternatives by competitors



THE TARGET MARKET

´ Market of razors and toiletries can be classifiedinto two: experimenters, traditional users

´ Gillette toiletries primarily targeted consumers

which were more focused on the productattributes like brand, foam formation, ease of use etc

´

Whereas few people perceived it to be overpriced

´ Man oriented.



OVER DEPENDENCY ON SENSOR

´ Sensor was an innovative product which justifiedthe high price

´ Other toiletries had better substitute in market at

lower cost´ Joint ads had less impact and created confusion

´ Should have highlighted their innovation andshould have promoted their core companybusiness

´ Proper segmentation and good marketing waslacking



SUGGESTED STRATEGIES

´ Competitive positioning of sensor

´ Differentiated marketing ´ Mixed bundled pricing

´ Online branding

´ Segment-by-segment invasion plans



POSITIONING

´ (a) competitors ² Winner in shaving products

´ (b) the target market ²Male oriented

´ (c) the product class ² high class´ (d) price and quality - high



GILLETTE MAKING THE BEST USE

OF THE BRAND EQUITY WITH SENSOR?

´ Yes.



MARKETING MIX

´ Avoiding male dominance.

* Products *

´ Shaving gel and creams - 2´ Gel deodorant

´ Deo stick

´ After shave gel.´ Anti- perspirant aerosol ² and deodorants



THANK YOUFrom,

Sneha Amte,

Poorva Naktode,

Parita Harde,Samyak Jain

SAMYAK_GILLETTE_CASE_STUDY

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