By

Lalit Raj Kumar Raj Pegu 33223 Shruti S 33224 Shrushti G Vibha Ashar 33239

Company Introduction
The original Gillette Company was founded by King Camp Gillette in 1895 as a safety razor manufacturer
P&G, the leading U.S. maker of household products has brands include Crest, Pampers and Tide, acquired Gillette in 2005 Gillette is famous for its shaving and personal care products Gillette believes in continuous technological changes and frequent introductions of new products and line extensions Also makes brands like Oral-B, Braun, Duracell batteries, Luxor and Paker pens

Segmentation
18-40 Years

Urban
Behavior Segmentation

SEC A1 & A2

1) 2) 3) 4) 5) 6)

Knowledge of Attitude toward Use of Price-Sensitivity Loyalty Response to the Product

Targeting
Customers who are:
More concerned about Product Attributes Not Price-Sensitive Variety Seekers and Innovators

Positioning
1.
Quality Functional Benefits Advanced Technology

2.

Esteem Needs

3.

Cost per Shave Value Message

5 Ws of Positioning
What

Specific product offered : Mach 3 turbo, Shaving foam

What for

Benefits : Mach 3 -Close and comfortable shave

Gillette Mach3 also advertise the time when you require quick shave

When

4Ps of Marketing

Product Differentiation (Features)

7 Oclock (Single bladerazor) Mach 2 (Double blade razor) Mach 3 (Triple blade razor) Fusion (Five blade razor)

P R I C E

Name

Price

Vector Plus Speed (4 Blade) 7OClock

7OClock PII Mach 3 Turbo

Rs 44 Rs31
Rs75 Rs 199

Perceived Value Pricing

4Ps of Marketing
Place 1. Gillettes own network in India reaching 1 Lakh outlets in 3600 towns 2. Additionally it uses P&Gs distribution channels 3. Hub and spoke approach 4. 20 hub cities and spokes are Tier 2 and Tier 3 cities Promotion 1. Strong and sustainable advertising all through out 2. High brand recognition rate 3. Massive influence, recall and salience 4. Successful MACH 3 5. Focus on brand value, innovation and cutting edge technology 6. Aim- educate consumers on product advancements and improve shaving experience

SWOT
Resource and technology advantage Creativity and strong R & D investments Strong brand equity and market leadership More aggressive expansion , product launches and innovation since 2003 Strong marketing and advertising S W Made reckless acquisitions Highly dependent on core business Inability to transform strengths to powerful opportunities

O Product diversion and new product launch Strong , extensive , and promising customer environment Socio-cultural trends in hair removal Price increase in premium shaving systems

T Strong competition and razor product imitations Heavy critics and negative reviews Cultural and religious factors that prevent people from shaving Heavy legal and political issues

High Profitability

Practice Positive cannibalization70% category share!

Continuous Brand extension, Innovation and researchImprovement!

Inducing increased usage, staying hip with latest events promotion and association- keeping Gellette- the brandyoung!

Brand Identity Analysis

Visual Element
* Slogan- The Best a Man Can Get * Color- Blue (For refreshing and cool look)

Product Element
* Leading mens grooming brand * Best Packaging * Premium Segment

Brand Identity Analysis

Organizational Element
* Strong Innovation

Humanized Element
* Quality

* Dominant Advertising

* Regularly reorganize its structure to respond to new trends

 Ruthless competition in toiletries market and greater dependency on their Razor segment for profits. Solution Product bundling- to increase the usage of their other offerings like shaving foam, after shave etc.
Razor market: Speaking of India- the presence of spurious products and other local players Solution: Stress on a hallmark, unique identification Advertise the unique highlights of the Original Gillette offeringrun an Ad Campaign in parallel with the daily Ads