Levitt’s ModelShaving Accessories

Gillette

Syndicate 7

Introduction• Gillette was incorporated on 9th February 1984 at Rajasthan, house of Poddar

enterprise(HOPE) and Gillette company, U.S.A promoted it.

• In 2005, it was merged in Procter and Gamble.

• Market share of 88 per cent in the premium shaving systems segment.

• Product s ranges from Oral-B Toothbrush, Duracell Batteries and shaving series.

When Gillette came to India it had to face a number of challenges like:

• Price-sensitive Indian consumers • Low awareness• High import duty on shaving accessories • Need for an extensive distribution network

Gillette has overcome these hurdles to emerge as one of the most respected and popular brand names in shaving products.

Levitt’s Model

Potential

Basic

Core

Shaving Cream/Gel/Foam

Smoothness, AntisepticLifestyle, Sporty, Athletic

Lather, Fragrance

Sensitive, Moisturizer

Levitt Model for Gillette/Others

 Gillette Gel Gillette Foam

Driving & Driven Wheel

Levitt’s Model

WOMBrand

LoyaltyPromoti

on

• Earlier only basic shaving cream with lather and no fragrance was used.

• Gillette, through massive advertisements, brought about awareness of shaving.

• Its product was of good quality and made their mark right from start.

• Better shaving experience generated word of mouth publicity and positive attitude.

• This mass satisfaction lead to repeat purchases.

• Initially Gillette used India as a dumping ground with no innovation but lately it has flooded the market with new product like triple razor Mach-3 and 5-razor Fusion.

• The brand advocacy and loyalty is moving up.

• This overall cycle has created a high brand equity for Gillette shaving accessories.

A Unique Initiative – Shave India Movement

• 2,000 men gather at Mumbai’s Chitrakud Grounds on December 14, 2009, in an attempt to create India’s first shaving world-record for most number of men shaved in a day in the same place!

• The initiative finds a place in the Limca Book of Records.

• Neha Dhupia and Mugdha Godse have been roped in as key supporters.

To coincide with the launch, the Shave India Movement was also inaugurated by the Women Against Lazy Stubble (W.A.L.S). Popular actress Monica has joined a band of young women who are against men sporting stubble.

According to a press release, the message that WALS intends to spread to men across the country is three fold:

• Till men don’t shave, they will not co-operate with them.• Now that the comfort of Gillette Mach 3 is affordable, there are no more excuses for not

shaving.• If men don’t shave, they shouldn’t expect women to groom themselves either.

Thank You