Gillette in IndonesiaEvgeny ChernikovFrancesco IannuzziCarlota Martinez PinanManon Matute DomengeTim Ohman CirilloJacob Parackal
Background
Research
Understanding the Market
PESTLE
SWOTQUESTIONNAIRE
Key issues
Problems Solutions
SupermarketsUneducatedDiversified
populationDistribution
Urban vs Rural Division
Urban Rural
Be a Gillette Family Franchise Distributors
Students and Young Professionals Students and Young Professionals
Save and Shave Gillette branded Boats
Supermarkets
Women
Franchise
Recruit Train Give Follow Up
80% men shave
80% Knives 20% Blades
EDUCATE THE POPULATION!!!
To expand our market
INSTITUTION URBAN STRATEGY RURAL STRATEGY
SCHOOLS
UNIVERSITIES
HOSPITALS
•35 schools•Seminars•Sample packages
•50 schools•Hall stands•Sample packages
•One-day lectures•Sample packages
•Seminars•Sample packages
•One day lecture•Sample pictures
Be a part of Gillette family Schema
Adam
Eve
Jake Frank
Tobby
Mark
Tom
Steve
Luke
$ 30
$ 30 $ 30
$ 5 + $ 5
Our opportunities
80% of urban men shaveTop five city population is 35 million peopleWe sell them 69 million blades
Java & Bali rural population is83 million people
Can we sell them at least 81 million blades?
New strategyThey are centres of:
“pull” marketingShaving education
60 000 of small kiosks
not covered
Test packages for free
$1m spending
81m blades sold
+$0.7m profit 1996
+$2m profit 1997
Growing market
Key Issues – Summary
Problems Solutions
Increased Demand
Promotional Education
Rural/Urban
Gillette Family & Franchise
Supermarkets
Uneducated
Diversified population
Distribution
Thanks for your attention Questions
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