GILLETTE

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GILLETTE:BETTER BIGGER SHARE

A MARKETING STUDY Akshay Berry (6) Anshul Sood (10) C.V.R. Shekhar (14) Deepika Mittal (15)

SHAVE,

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ACKNOWLEDGEMENTS

The follo followin wing g projec projectt “GILLETTE “GILLETTE:: BETTER BETTER VALUE, VALUE, BETT BE TTER ER SH SHAR ARE” E” and the customer survey were successful successfully ly completed completed under the guidance guidance of Prof S K Jain, Lect Lectur urer er,, Delh Delhii Scho School ol of Econ Econom omic ics. s. His His gu guid idan ance ce and and efforts were vital for the completion of the project for which we are thankful. The cooperation and support extended by the Gillette management also merits special mention. We also thank our friends for their valuable and insightful suggestions, comments and criticism. All the people who filled up the questionnaire also deserve to be appreciated for their help, cooperation and sometimes patience.

Thank you,

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INDEX 1) 2) 3)

4) 5)

6) 7)

8)

 Page Objectives ……………………………………………………….. 5 Company Profile …………………………………………………. 6 Market Environme Environment nt ……………………………………………….. 12 a) Overview  b) Michael Porters Five Force Model  Competition ………. …………………… ……………………………… …………………… ………………… ……… 21 Analysis Anal ysis of Mark Marketin eting g Stra Strategi tegies es …………………………………… 24 a) Brief Overview  b) Perceptual Map c) Market Segmentation d) Target Markets e)  Positioning    Marke Marketi ting ng Mi Mix  x  ………… ……………………………………………… 40 Product Pro duct Str Strateg ategy y ……………………………………………………… 43 a) Five Product Levels b)  Product Classification c)  Packaging and Labelling  d)  Product Innovation: R&D Pri rici cing ng Stra St rate tegy gy…………………………………………………………. …………………………………………………………. 53 a) The Nine Price Quality Strategies b)  Pricing Process c)  Selecting the Pricing Objective d)  Demand Analysis e)  Product Mix Pricing  f)  How Gillette prices its products g) Gillette Price Chart 

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b) Gillette Distribution Network  10) Pr Prom omoti otion on St Strat rateg egy y …………………………………………………… 63 a) Gillette strategy 11) Ma Mark rket et St Stra rate tegy gy ……………………………………………………… 68 a) The BCG Matrix  b) The Gillette Razors BCG Matrix  12) Con Consum sumer er Ana Analys lysis is …………………………………………………… 74 13) Dis Distr tribu ibutio tion n Analys Ana lysis is ………………………………………………… 81 14) Recommendations ……………………………………………………. 82 15) Bibliography Appendix …………………………………………………… 91 16) Questionnaires 17) Com Compa pany ny Che Checkl cklist ist …………………………………………………… 92 18) Co Comp mpan any y Co Cont ntac acts ts …………………………………………………… 95

“In the the groomi grooming ng busine business, ss, the the great great majori majority ty of male male Gillet Gillette te shavers in developing markets use double-edge blades. The first step up the performance/price ladder for these consumers is to adva advanc ncee to Gill Gillet ette te twin twin-b -bla lade de shav shavin ing g syst system emss or disp dispos osab able le razors. In more developed markets, the movement may be entirely within the systems category, as consumers’ trade up from twinblade to triple-blade shaving.” www.gillette.com

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OBJECTIVES

•

•

•

To study the shaving razors market scenario in India. To su sugg gges estt wa ways ys to co conv nver ertt do doub uble le-e -edg dgee users to Gillette twin-blade users vis-à-vis Presto and Vector Plus. To find ways to upgrade existing Gillette users up the value chain.

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COMPANY

PROFILE

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  King C Gillette established The Gillette Company (Gillette) in 1901 in Boston. In 1903, Gillette produced its first first razor. A year later, it obtained a patent on the razor. Gillette showed its strong commitment to international expansion by establishing a sales office in London and a manufacturing site in Paris, as early as in 1905. During the 1920s and 1930s, Gillette continued its efforts to expand market share   both both at home and abroad. abroad. It also expanded expanded its product product line, introduc introducing ing the Brushless Shaving Cream in 1936 and the Kumpakt electric razor in 1938. World War I came as a boon to Gillette, which supplied 3.5 million safety razors and 36 million blades to the US armed forces. During World War II in 1942, 1942, the War Produc Productio tion n Board Board ordere ordered d Gillet Gillette te to dedicate its entire razor production and most of the blade production to the defence forces. Gillette found itself in a comfortable situation where demand outstripped supply. By the end of the war, servicemen had been issued 12.5 million razors and more than 1.5 billion blades. In 1948, Gillette acquired Toni Company which supplied personal grooming kits for women. women. In 1950, Gillet Gillette te began began televi televisio sion n adverti advertisin sing g in a big way. The company introduced a foamy shaving cream in 1953. Two years later, Gillette moved into another new business, acquiring the Papermate Pen Company. In 1967, Gillette again diversified, acquiring Braun AG, a German manufacturer of  small electrical appliances. Gillette made an important move in 1984, when it acquired Oral B laboratories, a leading toothbrush manufacturer in the US. Gillette used its global reach to put Oral B in markets where entry was difficult on its own. Gill Gillet ette te conti continu nued ed with with its its acqui acquisi siti tion on moves moves,, buyi buying ng Wate Waterm rman an,, a leadi leading ng manufacturer of premium writing instruments, based in France. By the mid 1980s,

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has also had its impact impact.. During During 1998 and 1999, 1999, Gillet Gillette te missed missed most most of its quarterly sales and profit targets. Curr Curren entl tly, y, Gill Gillet ette te cons consis ists ts of thre threee oper operat atin ing g grou groups ps:: Glob Global al Busi Busine ness ss Management, Management, Commercial Commercial Operations Operations (Western (Western Hemisphere) Hemisphere) and Commercial Commercial Operations (Eastern Hemisphere). The Global Business Management Group has worldwide responsibility for R&D, manufacturing and strategic marketing of all   produc products. ts. Commer Commercia ciall operati operations ons (Weste (Western rn Hemisp Hemispher here) e) looks looks after after trade trade marketing and sales for all the products in North America and South America. Commercial Operations (Eastern Hemisphere) has similar responsibilities for other  countries in the world.

GILLETTE IN ASIA In the 1980s, Gillette began to make rapid inroads into Asian markets. By 1982, Gillette had set up subsidiaries in Japan, New Zealand and the Philippines. In addition, addition, the company had established established small marketing marketing operations operations in Hong Kong, Singapore and Taiwan. A joint venture became operational in China in 1983. Gillette expanded its base in India and also started operations in Thailand and Egypt.

GILLETTE: THE INDIA CHAPTER  Gillette entered India in 1984, with a 24% stake in Indian Shaving Products Ltd (ISPL) (ISPL),, a company company it promot promoted ed jointl jointly y with with the local Poddar Poddar Group. Group. Later, Later, it incr increas eased ed its its stak stakee to 51%. Th Thee comp compan any y has has two two arms arms in Indi India, a, ISPL ISPL and and Wilkinson Sword, which it acquired in 1995. Gillette has set up a manufacturing facility at Bhiwadi in Rajasthan. Recently, the company has indicated that it will increase the capacity of its double edge blade unit to 700 million blades from the current 340 million blades and disposable blades from 105 million to 140 million.

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1984

Company Incorporated in Rajasthan ,jointly promoted by House of  Poddar Enterprises(HOPE) and Gillette , USA

1986

Gillette takes over Sharpedge Ltd

1987

  New New twin twin blad bladee shav shavin ing g syst system em call called ed 7 O'Cl O'Cloc ock k Ejte Ejtek k P II introduced.

1989

Diversification into shaving preparations and launching of premium quality 7 O'Clock Ejtek shaving brush

1990

Launch of two new products namely 7 O'Clock Ejtek P II shaving system with a metal spine and a shave cream in three variants

1991

Sabre Pens Ltd., Sheen Dental Products Ltd., Klosershav Products Ltd., and Vanity Cosmetic Ltd., are wholly owned subsidiaries of the Company

1993

Commence Commence of launch of Gillett Gillettee Shaving products products in India with the launch of Gillette Presto Readyshaver 

1995

Launch of another Readyshaver under the Brand name of 7 O'Clock  Read Ready y II. II. Th Thee Com Company pany also also laun launch ched ed unde underr a dist distrribut ibutio ion n arrangement tooth brushes under the well known international brand name Oral-B.

1996

Launch of "Gillette Sensor & Sensor Excel" shaving systems Company introduces “Gillette Aerosol" shaving cream.

1997

Indian Shaving Products Ltd (ISPL) and Duracell India Pvt Ltd are merging their respective Ltd and marketing networks. Indian Shaving Products Ltd will be distributing the Duracell range of   batteries through its own sales and distribution network 

1998

Company enters the ladies personal care segment with the launch of  the Gillette Sensor Excel for women

1999

Launch of Gillette "Mach-III", "Mach-III", the three-blade razor 

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system Mach3Turbo

GILLETTE: MISSION AND VALUES OUR VISION: The Gillette Company’s Vision is to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition. This Vision is supported by two fundamental principles that  provide the foundation for all of our activities: Organizational Excellence and Core Values.

ORGANIZATIONAL ORGANIZATIONA L EXCELLENCE: Attaining our Vision requires superior and continually improving performance in every area and at every level of the organization. Our performance will be guided by a clear and concise strategic statement for each  business unit and by an ongoing Quest for Excellence within all operational and staff functions. This This Quest Quest for Excell Excellenc encee requir requires es hiring hiring,, develop developing ing and retain retaining ing a divers diversee workforce of the highest caliber. To support this Quest, each function employs metrics to define, and implements processes to achieve, world-class status.

CORE VALUES: As we work toward our Vision, three core Values define the way we operate: ACHIEVMENT

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We work closely together as one global team to improve the way we do business every day. We communicate openly and establish establish clear accountabili accountability ty for making decisions, identifying issues and solutions, and maximizing business opportunities.

GILLETTE: THE PRODUCT BASKET Alkaline Batteries

Duracell

Blades & Razors

Gillet Gillette, te, Mach Mach 3, Senso Sensor, r, Atra, Atra, Trac, Trac, Custom Custom plus, plus, Good News, Agility.

Oral Care

Oral-B

Small appliances

Braun

Stationery Products

Parker, Paper Mate, Watermen, Liquid Paper, Dryline

Toiletries

Gillette, Right Guard, Soft & Dri,

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ENVIRONMENT

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 product lines, side businesses, or additional locations. How can you be sure the odds are with you as you pursue new directions? Ultimately, • •

Your idea must fulfill a need for your buyers and Must do so in a way that's somehow superior to the competition, however  you define it.

If you want to be sure that your idea will do these two crucial things, you need to know as much as you can about the following:

• • • • •

The marketing environment (Porters Five Force Model) Your competitors (Competitors Analysis) Marketing strategy (Perceptual Map) Your target buyers (Segmentation, Target markets and Positioning) Future market growth (BCG Matrix)

The Environment in India:

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The Indian blade market consists of four broad segments 1) 2) 3) 4)

Flat blades Disposables Twin blades Triple blades.

With this understanding of the basic classification of the Indian blade market, let us now see the tools that help a company, in general, and also us in understanding the environment.

TOOLS: As stated above, a very important tool of studying the environment in any industry is the Porters Five Force Model explained below:

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The model of the Five Competitive Competitive Forces was developed developed by Michael Michael E. Porter Porter in his his book  book  “ Competi Competitive tive Stra Strategy tegy:: Tec Techniq hniques ues for Ana Analyzi lyzing ng Indu Industri stries es and  1980. 0. Sinc Sincee that that time time it has become become an impor importa tant nt tool tool for  for  Competitors”  Competitors ”  in 198 analyzing an organizations industry structure in strategic processes. Porter’s model is based on the insight that a corporate strategy should meet the opportuniti opportunities es and threats threats in the organizatio organizations ns external external environment environment.. Especially Especially,, competitive strategy should base on and understanding of industry structures and the way they change. Porter has identified five competitive forces that shape every industry and every mark market et.. Th Thes esee forc forces es dete determ rmin inee the the inte intens nsit ity y of comp compet etit itio ion n and and henc hencee the the  profitabil  profitability ity and attractive attractiveness ness of an industry. industry. The objective objective of corporate corporate strategy strategy should be to modify these competitive forces in a way that improves the position of 

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•

There is the possibility of the supplier integrating forwards in order to obtain higher prices and margins. This threat threat is especially high high when

•

The buying industry has a higher profitability than the supplying industry,

• •

   Forward integration provides economies of scale for the sup plier, Thee buyi Th buying ng indu indust stry ry hind hinder erss the the supp supply lyin ing g indus industr try y in thei their  r  development (e.g. reluctance

•

to accept new releases of products),

The buying industry has low barriers to entry.

In such situations, the buying industry often faces a high pressure on margins from their their suppli suppliers ers.. The relati relations onship hip to powerfu powerfull suppli suppliers ers can potent potential ially ly reduce reduce strategic options for the organization.

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•

Customers have low margins and are price-sensitive,

•

Customers could produce the product themselves,

•

The product is not of strategic importance for the customer,

•

The customer knows about the production costs of the product

•

There is the possibility for the customer integrating backwards.

THE GILLETTE CASE:

The buyers as a result are not very powerful as there are no close substitutes, they

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•

Scarcity of important resources, e.g. qualified expert staff 

•

Access to raw materials is controlled by existing players,

•

Distribution channels are controlled by existing players,

•

Existi Existing ng player playerss have close close custom customer er relati relations ons,, e.g. e.g. from from long-t long-term erm service contracts,

•

High switching costs for customers

•

Legislation and government action

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THE GILLETTE CASE:

As of date there are no close substitutes to any of the Gillette razors. The only close substitute could be the American Safety Razor entering the Indian market soon. But then again that would depend on the marketing strategies of the company.

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80 70

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supplying to retail majors such as Carrefour and Wal Mart. It also has its own  brands, with the most popular one being Personna. In India, however, the company has inked a distribution tie-up with local firm, RP Electronics and rolled out blades and razors under the Glide brand.

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Premium pricing : The price set is high to reflect the exclusiveness of the  product. An example of products using this strategy would be Harrods, first class airline services, Porsche etc. Optional pricing : The organisation sells optional extras along with the  product to maximise its turnover. This strategy is used commonly within the car industry.

THE GILLETTE CASE: With all the above tools and directions for pricing, Gillette India ltd. prices its   produc products ts by taking taking into into account account the nine nine priceprice-qual quality ity object objective ivess and also also the  pricing objectives. After a detailed analysis of the above guidelines, it has been consciously using premium pricing for some products and average pricing for  some. It strives for profits, market share and eventually ends up the market leader. The price cut offer on vector plus was to take on the smuggled versions that had entered the Indian market.

•

The hike in the price of presto from Rs 12 to Rs 15 was to induce the customer to move on to vector plus.

•

It doesn’t need to follow all the 6 steps of pricing as it is a market leader with no  potential threats. Some steps are redundant. It follows the following steps: 1) 2) 3) 4)

Set Pricing Objectives Analyze demand Estimating costs Determine specific prices

Its strategies are very much evident from the following price chart of all the Gillette razors and blades.

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THE GILLETTE PRICE CHART 

Triple Blade Shaving System

Razor + 1 2 cartridge cartridges

4 cartridges

8 cartridges

235.00

158.00

305.00

585.00

3 395.00

200.00

380.00

695.00

4 cartridges

8 cartridges

Mach 3 Mach Turbo

Double Blade Shaving System

Razor + 1 2 cartridge cartridges

Vector  Plus

29.00

35.00

Sensor  Excel

125.00

55.00*

7’o clock P II

56.00

*1 piece only, packs of 2 not available **pack of 5 cartridges *** pack of 6 cartridges is for Rs. 65.00

65.00***

240.00

80.00**

485.00

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Disposable Shaving Systems

Variant

Price (Rs.)

Presto

15.00

7 O’clock 

12.00

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PLACE STRATEGY

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 Definition: A place strategy refers to how an organization will distribute the product or service they are offering to the end user. The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If the organization organization underestimates underestimates demand and customers customers cannot purchase purchase products, products,  because of it profitability will be affected.

What channel of distribution to use? Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer, for example, Dell Computers. Clearly direct distribution gives a manufacturer complete control over  their product.

Indirect Distribution

Direct Distribution

Distribution Strategies: Dependi Dependi

the type of

duct duct bei

distri distribut buted ed the

are three

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Used common commonly ly to distri distribut butee low priced priced or impul impulse se 1. Intensiv Intensivee distributi distribution on : Used  purchase products eg chocolates, soft drinks. 2. Exclusive distribution: Involves limiting distribution to a single outlet. The  product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers. 3. Selectiv Selectivee Distribut Distribution: ion: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.

If a manufacturer decides to adopt an exclusive or selective strategy they should select a intermediary which has experience of handling similar products, credible and is known by the target audience.

THE GILLETTE CASE: The appoint appointment ment of distr distribu ibutor torss is handle handled d by Gillet Gillette te India India direct directly. ly. In NCR  region, a separate well-defined area is allocated to each distributor. The distributor appoints the EFF (Effective Field force). This comprises a team of  5-6 people who work directly under the distributor and are paid by him (and not the company). The broad structure in the distribution d istribution network is as follows : Assistant Sales Manager (ASM)

Territory Sales Manager (TSM)

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company to the distributor who in turn informs his EFF. The TSI meets distributors on a mont monthl hly y basi basiss for for peri period odic ic revi review ew.. Th Thee TSI TSI is resp respon onsi sibl blee for for the the targets/performance of the area under him and he is expected to communicate actual results back to the company on a regular basis.

In NCR Region, the margin being given at the retail level is 12%. One distributor  has approximately 1100 shops under him. There are around 15-20 distributors in Delhi Delhi.. Th Thee dist distri ribu buti tion on is moni monito tore red d basi basiss off off take take and and the the dist distri ribut butor or’s ’s (or  (or  distributor distributor’s ’s appointed appointed person) person) frequency frequency of visiting visiting the retail retail outlet outlet is keeping keeping in view the availabili availability ty of ready stock. In Delhi, sale sale of goods to the retailer takes takes  place  place on both both a cash as well well as credit credit basis. basis. The distrib distributi ution on chain in Delhi is know known n to be smoo smooth th and and with withou outt bott bottle lene neck ckss with with ABSO ABSOLU LUTE TELY LY NO PROBLEMS being reported with regard to handling and acquiring stocks. On an average, a retail unit stocks the maximum number of Prestos, in relation to Vector  Plus and Mach 3

DISPLAY:

The company has developed innovative display units for both smaller kirana and  bigger supermarkets. It seeks to increase sales through

1) Increased range - increase in the number of SKU’s (Stock Keeping Units) 2) Deepening the impact of a Gillette wall – the height at which the wall is displayed should at the eye level of the customer. 3) Depth – ensuring availability of product range at the retail outlet

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PROMOTION

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WHY PROMOTION? Promotion keeps the product in the minds of the customer and helps stimulate demand for the product

PROMOTION STRATEGIES: A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional strategy can consist of: •

Advertising: Is any non personal paid form of communication using any form of mass media. Companies can run the same advertising campaigns used in the home market or change them for each local market. Broadly a company can choose from three different advertising strategies.

The company can use the same ad everywhere (across different regions and countries), varying only the language, name, colors etc. It can use the same theme globally but adapt the copy to each local market. The third approach consists of developing a global pool of ads, from which each country selects the most appropriate one.

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repres represent enting ing 11.8% 11.8% of advert advertisi ising ng expendi expenditur turee ( Sourc Source: e: Royal Royal Mail Mail 2000). Organisations can pay thousands of pounds for databases, which contain contain names and addresses addresses of potential potential customers. Direct Direct mail allows an organisation to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By  personalising advertising, response rates increase thus increasing the chance of improving sales.

THE GILLETTE CASE:

Gillette te has an extens extensive ive advert advertise isement ment campai campaign gn being being run on TV/Radio –  Gillet television. The company uses a mix strategy for its ad campaigns for different products. It has adopt adopted ed the the firs firstt appr approa oach ch for for mach mach3 3 & mach mach3 3 turb turbo o ads wher wherei ein n it uses uses a standardize standardized d ad across all countries countries , only making changes in the language, colors etc. For the lower segment razors like vector plus & presto it retains the global theme but adapts it to local market needs. The advertisement for each product has been developed keeping in mind a specific section of the market. For E.g. Vector plus ad campaign targeted towards middle income group has that specific backdrop in the ad. Whereas Gillette Mach 3, a high end product, has a campaign campaign portraying portraying foreign foreign models to cash in on the tendency of the Indians that anything associated with foreigners is of good quality and meant for the higher class. The vector plus ad also comes during the telecast of cricket matches in the form of “push clean facts- factual information of the game.” (The name push clean actually stands for the push-clean technology)

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 pop up ads. SMS can also be a very handy tool to spread awareness about discounts and other promotional schemes. Movie/Soaps - This is another avenue Gillette can explore and reap great benefits Movie/Soapsfrom. As we know movies have great influence on not only youth but among all ages .So Gillette can have tie-ups with movie/producers and can show use of  Gillette products in the same. This can also be a very handy tool to reach the less educated and lower income groups. Gillette has already associated itself with the Hollywood movie iRobot, we suggest them to try something similar here.

Based on consumer survey we found that the ad- recall is very less and also the ad is not having a great impact on the people. Therefore we suggest that Gillette ropes in a Bollywood star or a cricketer for its advertisements which have not only a greater impact but also help the ad recall and retention.

Sales Promotion: It consists of diverse collection of incentive tools , mostly short term , designed to stimulate stimulate quicker or greater greater purchase purchase of products products or services services by consumers consumers or the trade .

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THE GILLETTE CASE: •

•

•

Consumer promotion - Gillette offers Price Packs (cents-off deals) i.e. offers to consumers’ savings of the regular price of the products flagged on the label or package. When shaving gel for example is given free with mach 3 turbo it is called a CP Offer - Consumer Promotion Offer. Trade promotion - Gillette, at present as found in our survey is not much into using trade promotion tools. Business and sales force promotion - The sales force (EFF) is given an additional incentive for the sales achieved by them over & above their  targ target et.. Th This is is paid paid as a perc percen enta tage ge of the the addi additi tiona onall sale saless achi achiev eved. ed. However, the company was unwilling to disclose the exact percentage to us.

The company works on a slab system wherein the incentive payout increases with higher sales achieved. The company follows a 'Points System’ for the EFF i.e. targets are given in terms of points/time period. Higher points are earned by the EFF individual for selling a higher variant

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STRATEGY

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Why use it? The BCG The BCG matr matrix ix help helpss a compan company y thin think k about about the the port portfo foli lio o of produ product ctss and and services which it offers and make decisions about which it should keep, which it should let go and which it should invest further in.

When is it used? It is used used in init initia iall audi auditt disc discus ussi sion onss to iden identi tify fy “pro “produ duct ct deve develo lopm pmen entt opportunities.” The company then plots its products on the matrix — for example a product in a fast growing market in which it has a low share would appear in the top left hand area, whilst one in which it had a high market share but where the market was growing slowly would appear in the bottom right.

 How to use a BCG matrix? Key Assumptions of BCG Matrix

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Dogs are products where the company has low market share and where the market itself is not growing. These should be dropped from the portfolio to release funds for investment in more attractive opportunities. Ques tion marks are those products in which the company ahs low share but where Question the market is beginning to take off or has significant growth potential. They need to  be watched closely and investment maintained to keep a presence since they could  become tomorrow's starts — but equally the commitment should not be too high since they could also turn out to be tomorrow's dogs!

THE GILLETTE RAZORS BCG MATRIX With the study of the BCG Matrix, we have tried to apply this concept to this  project of ours. We have analyzed the razor market and then placed the various

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DOGS: 7 O’ CLOCK P II AND WILMAN RAZORS

Here we have considered Wilman razors and the 7 O’Clock razor P II because Wilman razors are losing market share very rapidly while the 7 O’Clock razors are too expensive for their segmentation. Consider this: the P II, which is a twin razor  costs Rs.85 while a Vector Plus costs only Rs.29, which also has several added features like superior technology, imported blades, anti-hair clogging mechanism, etc. As a result, they have a low market share as well as low market growth, as the comple complete te eradic eradicati ation on of double double edged edged shavin shaving g patter pattern n is one of the primar primary y objectives of Gillette QUESTION MARKS: SENSOR EXCEL, VECTOR PLUS AND STERLING

Here we put sensor excel because it has been losing its market share due to its

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 Evaluation of BCG Matrix: Pros     

Simple and rapid Solid basis for decision-making Good measurability of market share and growth Prov Provid ides es info inform rmat atio ion n abou aboutt effi effici cien entt reso resour urce ce allo alloca cati tion on with within in the the organization Generator for strategic options

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On the basis of our questionnaire and an d consumer survey, we found the following: BRAND RECALL:

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THE REASONS FOR CHOOSING A PARTICULAR RAZORS

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Impact of Promotions

15%

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7 O'clock : A Gill Gillette ette product? produ ct?

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Analysis of the consumer questionnaires

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