Gillete PPT
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Transcript of Gillete PPT
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 !