Download - 4 p analysis of gillette
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4 P’S OF GILLETTEPresented By:-
GROUP NO. 1
SOUBHAGYA JENA(14)
SOURAV BORAH(17)
YAKUTA CHAWALA(20)
LOKENDRA CHOUDHARY(11)
SAURABH SRIVASTAVA(44)
SOUMALYA DAS(42)
Under the guidance of:-
PROF. SANJUKTA SRIVASTAVA
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Founded by King C. Gillette in 1901 as a safety razor manufacturer
1st patented safety razor in 1904
Entered the India Market in 1984 in a JV with HOPE
Merged with Duracell (India) Pvt. Ltd. and Wilkinson Sword India Ltd.
Sold off to P&G in 2005
Famous for its shaving and personal care products
Also makes brands like Oral-B, Braun, Duracell batteries, Luxor and Parker pens
HISTORY
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The total sales (net of excise) at Rs.589 crores was up by 16% when compared to Rs.506 crores for the corresponding twelve month period ended June 30, 2007.
PAT for the year at Rs.107 crores is up by 16% against Rs.92 crores for the previous corresponding period.
(SOURCE – ANNUAL REPORT-2007-08)
THE GROWTH STORY
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SOURCE:(ANNUAL REPORT 2007-08)
SHAVING CATEGORY
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SHAVING
MEN
PERSONAL CARE
DURACELLBATTERIES
ORAL BBRAUN
APPLIANCES
BRAUN KITCHEN APPLIANCES
BRAUN HAIR CARE EPILATION
BARUN STEAM IRONS
PERSONALDIOGONASTIC
MANUALTOOTHBRUSHES
ADVANTAGEINDICATORCROSS ACTIONSTAGES
POWERTOOTHBRUSHES
3D EXCEL3 D PULSATINGCROSS ACTION KIDS
FLOSS AND INTERDENTAL
SATIN flossULTRAFLOSSESSENTIAL FLOSSSUPER FLOSSORTHODENTIC
TOOTHPASTE ANDMOUTH RINSE
GENARAL USE BATTERIES
COPPER TOPULTRAPRISMATIC
SPECIALITY BATTERIES
PHOTOHEARING AIDCAMCORDERWATCHELECTRONICSHOME MEDICAL
SHAVING GELS AND FOAMS
GILLETTE SERISESATIN CARE
ANTIPERSPIRANTSAND DEODRANTS
GILLETTE SERISERIGHT GUARDSOFT & DRIDRY IDEA
MACH 3MACH 3 TOURBOSENSORSENSOR EXCEL
WOMEN
VENUSSENSORDAISY
PRODUCT MIX WIDTH
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WIDTH OF THE EXISTING PRODUCT LINE—5LENGTH OF THE PRODUCT MIX—50AVERAGE PRODUCT LINE LENGTH—10
DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-3VARIENTSMoisturizingTough breadConditioning
PRODUCT
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AFTER SHAVE- GILLETTE SERIES------ 4 VARIENTS Force Cool Ice Cool Wave Rush
SIZES- 50ML AND 100ML PACK
LINE DEPTH - CONTINUED
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RAZOR 7O’CLOCK------- 2 Variants 7O’CLOCK PII 7O’CLOCK
DEODORANT Clear gel-------- 2 Variants Power rush Power storm
THE LIST GOES ON……
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CORE BENEFIT
BASIC PRODUCT
EXPECTED PRODUCT
POTENTIAL PRODUCT
LOOK GOOD
SHAVING CREAM
WITH MOISTURISER
GEL BASED
FACE CREAM
PRODUCT HIERARCHY
AUGMENTED PRODUCT
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LINE STRETCHING UP- MARKET STRETCHING - MACH 3 TURBO
DOWN MARKET STRETCHING – PRESTO
LINE FILLING- GILLETTE VECTOR
LINE PRUNING- Affra Cosmetics(door to door sales)
PRODUCT LINE APPRAISAL
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GILLETTECREAM GILLETTE
GELGILLETTE
FOAM
PRODUCT DIFFERENTIATION
FORM
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FEATURES
7O’CLOCK(SINGLE BLADE)
MACH2(DOUBLE
BLADE RAZOR)
MACH3(TRIPLE BLADE
RAZOR)
FUSION(5 BLADE RAZOR)
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ADDITIONAL FEATURES
ADDITIONAL FEATURE
MICROFINS(BETTER SHAVE)
LUBRICATINGSTRIP
PIVOTED RAZORS
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STYLE
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Focus on aesthetics
Designed with a futuristic theme
Introduced gels in tubes
Metallic cylinders for foams
Rectangular cylinders for deodorants
PACKAGING
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Logo in black to symbolize sophistication
Blue for refreshing and cool look
Red for highlighting the variant
White to signify clean look
USE OF COLOUR
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TWO UNIQUE FEATURES
INFORMATION ABOUT THE INGREDIENTS ,INSTRUCTIONS FOR USAGE IN LOCAL LANGUAGES
LABELLING
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BRANDINGUmbrella Branding
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-
PRICING
NAME PRICE SUPER MAX3(COMPETITOR)
VECTOR PLUS SPEED(4 BLADE)
Rs.44
7O’CLOCK Rs.31
7O’CLOCK PII Rs.75 Rs.75(BUNDLE OF 5)
MACH 3 TURBO Rs.199
SENSOR EXCEL(WOMEN)
Rs.190
SATIN CARE Rs.35
GILLETTE PRESTO(5 BLADES)
RS.75
PRICING
RAZOR
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NAME PRICE COMPETITOR PRICE
MOISTURING (250gm)
RS.210 OLD SPICE FRESH
LIME(250gm)
Rs.195
CONDITIONING(250gm)
RS.210
SENSITIVE SKIN(250gm)
RS.210
FOAM
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NAME WEIGHT PRICE
GILLETTE GEL 60gm Rs.53
PALMOLIVE 70gm Rs.45
GODREJ 70gm Rs.41
FA 80gm Rs.42
DETOL 90gm Rs.40
AU79(ADITYA BIRLA GROUP)
70gm Rs.39
GEL
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NAME PRICE(Rs.)
GILLETTE 260
FA 170
AXE 130
OLD SPICE 125
ALL VARIENTS ARE OF 100ml
SOURCE---- FOOD BAZAR, KHARGHAR AND MOORE SUPERMARKET , KHARGHAR
AFTER SHAVE
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Perceived value pricing. Ex.- Gillette Mach 3
Penetrative pricing strategy for vector plus
Bundling-Shaving creams/gels along with razors
Foams bundled with a Gillette sensor excel usually
33% extra on many variants
PRICING TECHNIQUES
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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
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- INDORE
DADAR AND NAGAR HAVELI
MUMBAI AURANGABAD
PUNE
PANAJI
FEEDER MARKETS
SOURCE: Anand Abhishek “GILLETTE INDIA MACII PROJECT”,2007, IIM Indore
PLACE
HUB
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DISTRIBUTOR
AREA SALES MANAGER
SALES REPRESENTATIVE
FLEET DRIVERS
CHANNEL
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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
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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
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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
PROMOTIONAL ACTIVITIES
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AIDA MODEL
ATTENTION- BY ADVERTISEMENT
INTEREST- BY FEATURES
DESIRE-ADMIRATION BY OPPOSITE SEX
ACTION- PURCHASING
AIDA MODEL
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THREAT
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BIG BAZAR, KHARGHAR
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FOOD BAZAR, UTSAV CHOWK
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MORE SUPERMARKET,KHARGHAR
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THE ROAD AHEAD
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THANK YOUGROUP 1