Professional Documents
Culture Documents
OF
GILLETTE INDIA
LIMITED
A BREIF
INTRODUCTION
q
Incorporated on 9th February 1984 as Indian Shaving
Products Limited (ISPL)
q Company was jointly Promoted by (HOPE) and Gillette
Company, U.S.A. (Gillette).
q Became Subsidiary of P&G in 2005.
q Business Segments – Personal Grooming, Oral Care &
Portable Power.
q Till date Gillette India has launched many innovative
products to capture Indian consumers.
q Captured a major market share in premium shaving care
segment.
PERSONAL GROOMING
INDUSTRY
AN OUTLOOK
PRODU
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PRODU
CT The BCG
Matrix
Market
Share
Razor Men
Growth
Market
s Toiletries
Oral
B
Durace
ll
PRODU
CT
PREMIUM
PRICING
Sr. Products Weight Price RLP*
No.
average
Ø Leveraging Consumer Loyalty
PLACE
Gond
ia Chandrap
ur
Hingangh
at
§Gillette’s own network in
India reaches 1 lakh outlets
in 3600 towns Nagpur Yeotm
(Hub) al
§Now Using additional P&G P&G
distribution channel Depot
(C.G.
Marketing)
Area Sales
Manager
(P&G) - 1
Business
ADVANTAG Executive
ES (C.G.
Marketing) - 1
§The small number of routes generally Sales Trainee
leads to more efficient use of Leader
Distributor
§Complicated operations, such as package Sales Exe
(C.G.
sorting and accounting, can be carried out Marketing)- 18
(C.G.
Spokes are simple, and new ones can be
§ Marketing)- 17
(C.G.
Marketing)- 12
§
Strong and sustained advertisement all through out
ADVERTISEMENT
§ INTEREST- BY FEATURES
§DESIRE-ADMIRATION BY
OPPOSITE SEX
§ ACTION- PURCHASING
RESEARCH
OBJECTIVES
q
Gauge brand recall for various Shaving Creams/Gels/Foams brands,
specifically Gillette.
q To understand the Buying Intention of Gillette Shaving Gel and Foam
users.
Creams/Foams/Gels.
Creams/Gels/Foams
HYPOTHE
SES
Answers to
Problems
SAMPLING
TECHNIQUE
0 2 4 6 8 10 12
0 1 2 3 4 5 6 7 8 9 10
GILLETTE HAS THE HIGHEST
BRAND LOYALTY
DATA
ANALYSIS
PREFERRED
BRAND
0 1 2 3 4 5 6 7 8 9 10
COMMON
ATTRIBUTES
DATA
ANALYSIS
FISHBEIN
ANALYSIS
Avg. Attitude Perception Scores Towards Each Brands
12
10
Average Attitude 6
0
RECOMMENDAT
IONS
neighboring countries.
Products.