final gillete
TRANSCRIPT
A
PROJECT REPORT
ON
“GILLETE SHAVER”
(A study based on customer satisfaction level with assigned in the product category)
Guided By:
Mr. Ankur Randhelia
Submitted By:
Shailendra Kumar Tiwari
(Session – 2011-12, MBA – 2nd SEM, 31st Batch)
Submitted To:
Faculty of Management Studies,
ACKNOWLEDGEMENT
It is indeed of great moment to pleasure to express my sense of per
found gratitude & in daftness to all the people who have been
instrumental in making my project work a rich experience.
In the making of this project report, I have relied upon the valuable
assistance and help of several people without whom this report has not
been possible.
I would like to pay my sincere thank to Prof. Y.S.Thakur Head of
the department , FMS Sagar for providing me the opportunity to work on
project.
I pay my heartiest thank to my project guide Mr. Ankur Randheliya & all other faculty members for the valuable guidance & support. Without his help I would not have completed my project report successfully.
I pay my heartiest thank to all staff members of my department,
my parents and friends for their kind support and suggestion.
Shailendra Kumar Tiwari
CERTIFICATE
This is to certify that the project report entitled “GILLETE SHAVER” (A study based on customer satisfaction level with assigned in the product category) is presented by SHAILENDRA KUMAR TIWARI, student of MBA – 2nd Semester. He has completed this project under my guidance and supervision.
During this study, he have made meticulous efforts for the completion of project work. I wish him all the best in his sincere endeavors for a bright and successful future.
Mr. Ankur Randhelia
Faculty Guide
F.M.S., Sagar (M. P.)
DECLARATION
I hereby declare that all the facts, figures & information shown in my project “GILLETE SHAVER” (A study based on customer satisfaction level with assigned in the product category) are true to the best of my knowledge.
Shailendra Kumar Tiwari
CONTENT CHAPTER 1
INTRODUCTION TO P & G CORPORATION
P & G profile P & G management
Social responsibilities
Products
CHAPTER 2
GILLETE
History of Gillete Gillete strategy in India Organizational structure Types of Gillete shavers Gillete Mach 3- SWOT & Review
CHAPTER 3 Objectives
CHAPTER 4 Research Methodology
Research design Data collection method
CHAPTER 5 Data analysis & interpretation
CHAPTER 6 Findings
CHAPTER 7 Suggestions,Limitations & Conclusion
BIBLOGRAPHY & WEBLIOGRAPHY
CUSTOMER ATTITUDE
Customer attitude & behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the
ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer.
CHAPTER – 1INTRODUCTION TO P&G
P & G Profile
P&G is a Fortune 500 American MNC headquartred in “Downtown
Cincinnati , Ohio” and manufactures a wide range of consumer goods.
On 31 october 1837 it was incorporated . “William Procter , a candle
maker and James Gamble , a soapmaker” were the owners of this firm .
There first product which they launched in 1850’s was an inexpensive
soap which floats on water its name was “Ivory”.
Headquarter of P&G In “Downtown Cincinnati , Ohio”
EXECUTIVE TEAM OF P&G(MANAGEMENT)
1. Bob Mcdonald – Chairman of the board , President and CEO
(Chief Executive Officer) of P&G. He has an experience of 30
years of brand building .
2. Werner Geissler – Vice Chairman Global Operations P&G .
3. Dimitri Panayotopoulos – Vice Chairman Global Business Units
P&G .
4. Ed Shirley – Vice Chairman Special Assignment P&G.
Social Responsibility of P & G
At P&G, Social Responsibility stems from our Corporate PVP (Purpose,
Values, Principles). Social Projects are in keeping with P&G’s credo of
‘Business With a Purpose’. P&G has always demonstrated its
commitment to the community not just through the quality of its
products and services, but also through socially responsible initiatives
for the community. We believe in building the community in which we
live and operate by supporting its ongoing development.
Project Shiksha II: Educating Underprivileged Children .
Bihar Flood Relief 2008
Project Shiksha: Secure Your Child’s Future (2003)
Rebuilding Lives In Earthquake Hit Bhuj (2001/2002)
Project Poshan: Fighting Malnutrition in India (2000)
Project Open Minds: Educating India’s Working Youth (1999)
Project Drishti: The First-ever Sight Restoration Programme in
India (1999)
Project Future Focus: The First-Ever Round Write-In Career
Guidance Service (1998)
Project Peace: Environment Education Programme (1996)
We will provide branded products and services of superior quality and
value that improve the lives of the world's consumers. As a result,
consumers will reward us with leadership sales, profit, and value
creation, allowing our people, our shareholders, and the communities in
which we live and work to prosper.
P&G is its people and the values by which we live. We attract and
recruit the finest people in the world. We build our organization from
within, promoting and rewarding people without regard to any
difference unrelated to performance. We act on the conviction that the
men and women of Procter & Gamble will always be our most important
asset.
P & G Products
Ariel laundry detergent
Bounty paper towels, sold in the United States and Canada
Braun, a small-appliances manufacturer specializing in electric
razors, coffeemakers, toasters, and blenders
Charmin bathroom tissue and moist towelettes
Crest toothpaste
Dawn dishwashing detergent
Downy fabric softener and dryer sheets
Lenor fabric softener
Duracell batteries and flashlights
Fusion five blade cartridge and razors.
Gain fresh smelling liquid and powder laundry detergents, liquid
fabric softener and dryer sheets
Gillette, variety of razors for men and women, shaving cream for
men, body wash for men, shampoo for men, deodorant and anti-
perspirant for men
Head & Shoulders shampoo
Iams dog and cat foods
Olay Personal and beauty products
Oral-B inter-dental products, such as Oral-B Glide
Pampers & Pampers Kandoo disposable diapers and moist
towelettes
Pantene haircare products
Tide variety of liquid and powder laundry detergents, stain
remover for laundry and stain remover pen
Wella hair care products
Febreze Odor control/Freshener
Brands by type of product
The 10 Pillars of P&G Philippines
Ariel Detergent Powder
Head & Shoulders Shampoo
Olay
Joy
Pampers
Safeguard
Whisper
Pantene
Tide
Downy
Health care
Vicks
Fibresure
Thermacare
Pepto Bismol
Hair care and laundry categories
Pampers
Whisper
Rejoice
Tide
Max Factor
Vidal Sassoon
Ivory
Pantene
Dishwashing and fabric care
Joy
Mr. Clean
Downy
Alldays
Laundry, personal care and hair care
Ariel
Ascend
Camay
Clairol
Nice n Easy
Old Spice
Safeguard
Secret
Wella
Zest
CHAPTER-2GILLETE
History of Gillette
Foundation of Gillette India
Gillette India was incorporated on 9th February 1984 at Rajasthan.
House of Poddar Enterprise (HOPE) and Gillette Company, U.S.A.
(Gillette), promoted it. Gillette India manufactures and markets Gillette
Grooming Products and distributes Oral – B and Duracell products.
More than 60 % of the products sold in India are locally manufactured
by Gillette India. Parent company Gillette (Refer Time Line, section
10.1) owns a majority stake in Gillette India. Company entered into a
foreign collaboration agreement with HOPE for setting up of a company
for the manufacture of stainless steel razor blades in which Gillette
agreed to subscribe 24% of the equity capital. This agreement provided
technical collaboration by Gillette over the full range of technical know-
how and technical assistance for the manufacture of razor blades, razors
and shaving systems. In 1985, the company came out with an IPO for
raising Rs 26 million to fund the setting up of its plant at Bhiwadi in
Rajasthan. Company placed a plant for the manufacture in the first
phase, 200 million stainless steel razor blades per annum in the starting.
Blades manufactured by the Company were of two types, the premium 7
O'Clock, Ejtek Super Platinum and the stainless brand 7 O'Clock Ejtek
Super Stainless. Company took over Sharpedge Ltd., by acquiring the
entire share capital of that company. Company also merged Duracell
(India) Pvt. Ltd. and Wilkinson Sword India Ltd. with the company.
Company introduced new twin blade shaving system called 7 O'Clock
Ejtek P II with platinum enriched edges in 1987 and changed the
shaving system in the India. Sabre Pens Ltd., Sheen Dental Products
Ltd., Klosershav Products Ltd., and Vanity Cosmetic Ltd., are wholly
owned subsidiaries of the Company. During the mid-nineties, the
company's product range widened with new products being introduced
in the market namely, Gillette Presto ready shaver, 7O'Clock Ready-II
shaver, Gillette Sensor Excel shaving system, Gillette shave gel,
conditioners, deodorants, etc. It also started distributing Oral B
toothbrushes, Duracell range of batteries and Luxor and Parker pens.
Gillette enhanced its range in men‟s shaving products, it has also
entered the women's shaving product segment. In 1998, the company
decided that it would use Gillette as its pre-eminent brand placing it
ahead of the 7O'Clock brand. Currently, Gillette India uses only the
distribution network of P&G. P&G‟s sales and marketing knowledge
can be utilized by Gillette to great extent in the future, especially in
Srilanka, Bangladesh and Nepal.
Gillette- Timeline
1895-In the United States, KING CAMP GILLETTE, a salesman for the
Baltimore Seal Company, originates the idea for a new disposable razor
blade. For the next six years, he will promote and sell this idea to
backers and toolmakers in order to make his dream shaver a reality.
1901 -GILLETTE teams up with MIT engineer and machinist
WILLIAM NICKERSON in Boston, Massachusetts. Together, they
modify the safety razor by manufacturing a double-edged blade that is
disposable and replaceable; it receives a U.S. patent this same year. This
is a T-shaped razor which opens at the top so the user can insert a new
blade after tossing out its dull, used predecessor. These blades are cut
from a template, rather than forged.
1903 - GILLETTE begins his legendary climb to the top as king of the
U.S. shaving market, thanks to his shaver‟s high quality, low price
affordability, and his keen approach to marketing. In 1903, his total sales
were 51 razors and 168 blades. 1904 - GILLETTE'S total sales for the
new state-of-the-art safety razor reach 90,000 razors and 123,000 blades.
1905 - GILLETTE opens his first overseas office, headquartered in
London, England to market products in Europe.
1910 - WILLIS G. SHOCKEY receives a U.S. patent for his WIND-UP
SAFETY RAZOR, the forerunner of electric shavers. It has a wind-up-
by-hand flywheel that operates for a limited amount of time.
1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal
with the U.S. Armed Forces, which provides his safety razor and blades
to every enlisted man or officer on their way to Europe as a regular part
of their standard issue gear. This creates tremendous worldwide
promotion and publicity opportunities for Gillette‟s company and
products.
1960 - GILLETTE safety razors with long lasting stainless steel blades
hit the U.S. market.
Later, other inexpensive injector-type cartridges and disposable razors
become available. 1960s -70s - DISPOSABLE RAZORS, which can
neither be sharpened or replaced, hit the market for both men and
women. They are to be used 2-3 times, then thrown away. Numerous
manufacturers economically design them in simple shapes, which make
them inexpensive to produce and sell.
1971 - GILLETTE begins to aggressively market a new twin-blade razor
on a wide scale, even though there have been similar razors available
since the 1930s.
1984- Gillette entered Indian market through a joint venture as a
minority shareholder.
1986- Launched the 7‟o clock brand
1993- Launched the Presto readyshaver brand
2000- Launched the Mach-3 and shaving gel, shaving foam and linen
series for women.
2002- It gained more shares so that it had three fourth of the shares.
During these two decades Gillette followed inorganic growth by
acquiring domestic companies in oral care, battery, blades and razors
and stationery business.
2004- The company launched the next generation triple blade shaving
system, Gillette Mach Turbo, Gillette VectorPlus. Further in personal
care segment the company has launched Storm Force after shave splash
and New Ultra Comfort Shaving Gel & Gillette Series Tube Shave Gel
Variants, namely Sensitive Skin and Moisturising to suit different skin
types.
2005- The company‟s parent company Gillette, USA was acquired by
the Procter & Gamble Company, USA worldwide through merger in
October 2005. In India, the company while continuing as a separate legal
entity, will also, be part of the Procter & Gamble company, USA. The
company has started the process of transition from its current distributor
structure to the P&G Distributors.
Gillette’s Strategy in India
The Indian shaving products market is characterized by a 97% share of
double-edged blades - a business dominated by the Malhotras, with
brands like Topaz and Panama. Instead of going head-on against them in
this highly price-sensitive market, ISPL has chosen to focus on premium
products. The strategy has been to bring more people into the twin-
edged segment, and then gradually move them towards even more
premium products. Also, by segmenting the market with offerings at
different price points - 7 O'Clock, Sensor and Mach III, ISPL offers a
continuing upgrade path for users.
Structure Post Gillette P&G merger, Gillette has adopted the organisation
structure of P&G 2006 onwards and effective July 1,06 relocated its
headquarters from Gurgaon to P&G Plaza in Mumbai, which will house
all P&G subsidiaries in India. P&Gs organizational structure is broadly
divided into three heads: GBU(Global Business Unit), MDO(Market
Development Organization)and GBS(Global Business Services).Gillette
moved from business units based on geographic regions to GBUs based
on product lines. MDOs develop market strategies to build business
based on local knowledge and GBS bring together business activities
such as accounting, human resource systems, order management and
information technology, thus making it cost-effective.
Product DetailsCompany Manufacture stainless steel razor blades. Gillette India has a
wider portfolio of core business of shaving products sold under Gillette,
7‘0’Clock and Wilkinson brands, Battery and flashlights business and
oral care products (Oral B). Company has strong presence in shaving
razor blades market. It has the premium quality 7 O'Clock Ejtek shaving
brush, 7 O'Clock Ejtek P II shaving system with a metal spine and a
shave cream in three variants, Gillette Presto Readyshaver, Readyshaver
under the Brand 7 O'Clock Ready II, tooth brushes under the well
known international brand name Oral-B, Gillette Sensor & Sensor Excel
shaving systems which met with an excellent consumer and trade
response, Gillette Shave Foam, Gillette Aerosol" shaving cream, new
generation triple blade shaving system Mach3Turbo etc. Company also
entered into ladies personal care segment with the launch of the Gillette
Sensor Excel for women. Company has strong diversified portfolio to
increase its male personal products coverage. Company has tied up with
Rediff-on-the-Net e-commerce to market its product and increase its
customer base.
Organizational StructureGillette India now has the organizational structure of P&G worldwide.
The key elements are:
1. Global Business Units (GBU‟s)- build major global brands with
robust business strategies. P&G moved from four business units based
on geographical regions to seven business units based on global product
lines. The various GBUs are: • Baby Care/Family Care • Beauty
Care/Feminine Care • Fabric & Home Care
• Snacks & Beverage • Health Care
2. Market Development Organizations (MDO) - build local
understanding as a foundation for marketing campaigns. P&G has eight
MDO.
• North America • Asia/ India/ Australia • Northeast Asia • Greater
China • Central-Eastern Europe/ Middle East/ Africa • Western Europe •
Latin America
3. Global Business Service(GBS)- provide business technology and
services that drive business success. Different GBS Centers are: • GBS
Americas located in Costa Rica • GBS Asia located in Manila • GBS
Europe, Middle East & Africa located in Newcastle.
Types of Gillete Shavers:
Gillette M3 Razor Blades
Schick Razor
Gillette Atra Razors
Gillette Trac II Razors
Gillette Fusion
Gillette Barberblade
Vibrance Razor
Gillette Venus Shaver
Gillette Mach 3 Power Razor
Power Razor
Gillette Scheermesjes
Fusion Shaver
Intuition Shavers
Razor Cartridges
Gillette Contour Plus Razor
Type Safety razors
Owner Procter & Gamble
CountryBoston, Massachusetts,
United States
Introduced 1855
Markets Worldwide
Previous
ownersThe Gillette Company
Website http://gillette.com
Gillette has always remained the technological, market leader in the
razor division of the men‟s grooming segment. Its‟ high brand
awareness, market acceptance as a technological leader for hi-
performance razors and high brand equity were compelling reasons to
penetrate and develop the entire value chain of the men‟s grooming
industry (razors, after shave and shaving gel/foam).
Gillette is a brand of Procter & Gamble currently used for safety razors,
among other personal care products. Based in Boston, Massachusetts,
United States, it was one of several brands originally owned by The
Gillette Company, a leading global supplier of products under various
brands, which was merged into P&G in 2005. The original Gillette
Company was founded by King Camp Gillette in 1895 as a safety razor
manufacturer.
On October 1, 2005, Procter & Gamble finalized its merger with The
Gillette Company. As a result of this merger, the Gillette Company no
longer exists. Its last day of market trading symbol G on the New York
Stock Exchange was September 30, 2005. The merger created the
world's largest personal care and household products company. In
addition to Gillette, the company marketed under Braun, Duracell and
Oral-B, among others, have also been maintained by P&G. The Gillette
company slogan is "The Best a Man Can Get".
The Gillette Company's assets were initially incorporated into a P&G
unit known internally as "Global Gillette". In July 2007, Global Gillette
was dissolved and incorporated into Procter & Gamble's other two main
divisions, Procter & Gamble Beauty and Procter & Gamble Household
Care. Gillette's brands and products were divided between the two
accordingly.
Trademark
The Gillette brand is synonymous with shaving and personal care
products. As such, trademark protection becomes invaluable to
distinguish a company's products and services from its competition to
the public. King Gillette sought protection of his fledgling business for
safety razors when he applied for the trademarks for razors and razor
blades, soap, and shaving brushes on Wednesday, May 27, 1908. King
C. Gillette filed trademark applications with the USPTO simultaneously
in separate goods and services classes. King C. Gillette filed trademark
applications under the early company name, Gillette Safety Razor
Company, and while trademark applications were filed at the same time,
each registration was granted on a different date. Registration for the
Gillette trademark was assigned to razors and razor blades and was
granted on October 13, 1908 with a serial number 71034984. Trademark
for soap was awarded on September 29, 1908, with serial number
71034985, for shaving brushes on September 1, 1908 with 71034986.
First use for this early Gillette trademark is declared as May 16, 1908.
All 3 trademarks for the Gillette diamond are expired.
Older products
Double-edged safety razors
The first safety razor using the new disposable blade, were introduced
around 1902. Gillette maintained a limited range of models of this new
type razor until 1934 and the introduction of the "Aristocrat". The great
innovation of this new model was the "Twist to Open", or TTO design,
which made blade changing much easier than it had been previously,
wherein the razor head had to be detached from the handle.
1947 saw the introduction of the new "Super Speed" model, also a TTO
design. This was updated in 1954, with different versions being
produced to shave more closely the degree of closeness being marked by
the color of the handle tip.
In 1958, the first "adjustable" razor was produced. This allowed for an
adjustment of the blade to increase the closeness of the shave. The
model, in various versions, remained in production until 1986.
The Super Speed razor was again redesigned in 1966 and given a black
resin coated metal handle. It remained in production until 1986. A
companion model, "The Knack", with a longer plastic handle, was
produced from 1966 to 1976.
Newer products
Gillette Fusion ProGlide Power is a newer product version, and causes
less razor burn due to the featured low-resistance shaving.
Techmatic was a single blade razor introduced in the mid-1960s.
It featured a disposable cartridge with a razor band which was advanced
by means of a lever. This exposed an unused portion the band and was
the equivalent of five blades.
Adjustable Techmatic is a version of the Techmatic dating from
1970. The adjustable version featured user-selection of shave closeness
on the cartridge. The adjustable version was interchangeable with the
non-adjustable version. Both versions of the Techmatic and their
cartridges have been discontinued.
Trac II was the world's first two-blade razor, debuting in
1971. Gillette claimed that the second blade cut the number of strokes
required and reduced facial irritation.
Trac II Plus is an identical model but adds a lubricating strip
at the top of the blade. The blades and handles are interchangeable.
The European versions of the Trac II and Trac II Plus are known as
the GII and GII Plus respectively.
Atra (known as the Contour, "Slalom" in some markets) was
introduced in 1977 and was the first razor to feature a pivoting
head, which Gillette claimed made it easier for men to shave their
necks.
Atra Plus featured a lubricating strip, dubbed Lubra-Soft.
Gillette Sensor debuted in 1990, and was the first razor to
have spring-loaded blades. Gillette claimed that the blades receded
into the cartridge head, when they make contact with skin, helping
to prevent cuts and allowing for a closer shave.
The Sensor for Women was released around the same time and
is nearly identical, but has a wider cartridge head.
Sensor Excel was released in 1993. This featured
"Microfins," a piece of rubber with slits at the bottom of the
cartridge and Gillette claimed this helped to raise facial hairs,
making for a closer shave.
Sensor 3 has three blades instead of two. All Sensor handles
can use all Sensor cartridges.
Good News! was the first disposable, double-blade razor,
released in 1976.
The Good News! came in three forms: the "original", the "Good
News! Plus", which included a lubricating strip, and the "Good
News! Pivot Plus", which featured a lubricating strip as well as a
pivoting head.
Blue II is a line of disposable razors. In Latin America, it is
marketed as the Prestobarba.
Blue 3 is a line of three-blade razor, cheaper version of
Sensor 3 (Sensor compatible). Available also in disposable variant.
Mach3 The first three-blade razor, introduced in 1998, which
Gillette claims reduces irritation and requires fewer strokes.
The Mach3 featured five improved microfins and spring blades, a
pivoting head with greater flexibility and a blue lubrication strip
that faded with usage to encourage users to change their blades
more frequently.
Mach3 disposable. The above with a different plastic
handle.
Mach3 Turbo had ten microfins as opposed to the five on
the original, a new grip and claims improved lubrication and "anti-
friction" blades.
All Mach3 blades are interchangeable between the three products
in the range, so it is possible to use the Mach3 Turbo blades on a
Mach3 razor.
Mach3 Turbo Champion has a slightly different handle
design.
M3Power is a battery-powered version of the Mach3 Turbo
razor which can also be used with the power switched off. The
blades differ from Mach3 Turbo with a new coating which Gillette
describes as "PowerGlide".
The lubrication and microfins are identical to Mach3Turbo. The
Mach3 Power Nitro has a slightly different handle design.
Venus is a female version of the Mach3. Mach3 blades can
attach to a Venus handle and vice versa.
Venus Divine is a female version of the Mach3 Turbo.
Venus Vibrance is a female version of the M3Power. Venus
blades are interchangeable across the line.
Venus Embrace is a five-bladed razor with a ribbon of
moisture surrounding the blades.
Venus Breeze is a three-blade razor with shave gel bars built
into the head of the razor.
Another version of the Breeze, the Venus Spa Breeze, is
essentially the same as the Breeze, but with a white tea scent to the
shave gel bars.
Venus ProSkin MoistureRich, launched in January 2011 in
the United States, is an updated version of the Breeze, featuring
MoistureRich shave-gel bars that are enhanced with a triple blend
of body butters.
Gillette Fusion is a five-bladed razor released in 2006. The
Fusion has five blades on the front, and a single sixth blade on the
rear for precision trimming.
Gillette Fusion Power is a motorized version of the Fusion.
The Fusion Power is battery powered and emits "micropulses" that
are claimed to increase razor glide.
Fusion Power Phantom The Fusion Power Phantom (Stealth
in UK) was released in February 2007 and features a redesigned
handle with a darker color scheme than the original.
Fusion Power Phenom was released in February 2008. It
has a new blue and silver color scheme.
Fusion ProGlide and Fusion ProGlide Power were
launched on June 6, 2010 in North America.
The ProGlide series feature re-engineered blades with edges that
are thinner than Fusion and are finished with low-resistance
coating which allow the blades to glide more easily through hair.
Fusion Power Gamer (also known as "Cool White" in select
markets)
Gillette Mach 3
Parent Company Procter & Gamble
Category Personal Care Brands – Shaving
Sector FMCG
Tagline/ Slogan The best a man can get
USP
Good technology that entered early in the market
attracting loyal customers and developed its base
STP
Segment
Young males and males in the age group of 25-
44,
Target Group Males requiring good quality grooming products
Positioning
Triple blade razor with increased safety and easy
to use
SWOT Analysis
Strength
1. Triple blade razor – new technology attracting
users
2. Uranium coating – more life than other razors
and is Safe and easy to use, causes very less cuts
3. Aggressive advertising Provides quality and
innovation both to the users
Weakness
1.Costlier than other razors, everyday use item is
required to be cheaper
2. Not easily available, Mostly available in big
stores
3. Expensive brand maintenance
Opportunity
1.Consumer brand preference
2.Increased grooming of men has led to an
increase in demand of sophisticated products
3.Increasing demand for high quality products
with different technology
Threats
1.Growth in substitutes
2.Price sensitive market
3.Price wars with competitors
Competition
Competitors
1.Hindustan Unilever
2.Braun
3.Godrej
4.Park Avenue
Gillette Mach 3
Review
The Gillette Mach 3 triple-blade razor was introduced in 1998 to great
hype and fanfare. In a short time, it was flying off of store shelves. And
it's no wonder, as it is an excellent razor.A razor is only as good as it's
blade, and the Mach 3 blades are excellent. They're extremely sharp and
durable; I get more shaves out of a Mach 3 blade than any other blade
I've used. In front of the blades, 'micro-fins' are intended to help your
hair stand up straight. Behind the blades, a 'comfort strip' is intended to
soothe the skin. They seem to do their jobs, as the irritation level is
pretty low. The blades have an interesting 'open' design that makes them
easy to clean.The handle is different than most cartridge razors. It
changes the way pressure is applied to the blade when shaving, and in
my opinion makes it easier to shave without applying too much force to
the blade. This helps to reduce the chance of cuts, and reduces overall
irritation. The handle is also easy to grip.Since the Mach 3 was
originally released, Gillette has released various updates to the product,
including the Mach 3 Turbo and the M3Power. The updated versions
cost more than the original Mach 3, but in my opinion they don't add
enough to be worth the extra money. I'll take the original Mach 3 over
the 'improved' versions any day of the week.
CHAPTER-3OBJECTIVES
To know the satisfaction level of customers for Gillete shavers & other brands.
To know the acceptance level of customers.
CHAPTER-4
RESEARCH METHODOLOGY
Research Methodology is a careful investigation or inquiry specially for
search new facts in any branch of knowledge .the research word is
combined word of two words , first is ‘re’ and second is ‘search’ means
to search again. It is also a systematically solve the research problem. It
has many dimensions and research methods constitute a part of the
research methodology.
Thus when we talk about research methodology, we do not only
talk of the research methods but also consider the logic behind the
methods. We use in context of our research study, so that research
results are capable of being evaluated either by researcher himself or by
others.
The main function of research is to add new knowledge. In simple
words research can be defined as critical investigation search for truth
facts or for certainty.
RESEARCH DESIGN:
A research design is purely and simply the framework or plan for a study
that guides the collection and analysis of data. A good research design
has the characteristics, problem definition, specific method of data
collection& analysis, time required for research project and expenses to
be incurred.
Research Design is the arrangement of condition for collection and
analyzing data in a manner that aims to combined relevance to research
purpose with economy in procedure. The present project is an
exploratory type of research. It helps to gain a new insight in to the
problem.
Our project is based on exploratory research design.
Exploratory Research Design:
This is a preliminary phase and is absolutely essential in order to
obtain a proper definition of problem at hand. The major emphasis is on
the discovery of ideas and insights.
DATA COLLECTION METHOD
The report based on primary as well as secondary data. There are
two types of Data Collection which are used:
Primary Data:
Primary Data was collected through “SURVEY” using a structured questionnaire through which the research was able to get an insight in to the consumers mind and to learn about perception towards “SONY DVD PLAYER”.
Secondary Data:
Secondary data are the data that are already collected and are only
analyzed by different sources these sources are as follows:-
www.p&g.co.in
www.google.com
www.wikipedia.com
CHAPTER-5DATA ANALYSIS AND INTERPRETATION
1. Is Gillete shaver a smart choice?
Q
CHAPTER-6
FINDINGS
On the basis of customers reaction findings are as follows –
Gllete shaver is actually a smart choice.
Mostly are satisfied with its availability on stores.
Large percentage of customers are satisfied with its economy to higher class range of products.
Few are not satisfied with it ,may be because of lack of awareness or any other reason.
Findings from retailers -
Gillete shavers encroaching the market as well as customer’s interest undoubtedly.
Price range is optimum.It is- GILLETE -
Gillete Mach 3 – 125Rs. , Vector plus – 39Rs. ,Gillete guard – 18Rs. , Gillete 7 ‘O’clock – 35Rs. , Readyshaver – 17Rs.
Other competitors –
Super max – 45Rs.
Topaz – 18Rs.
Park Avenue – 45Rs.
CHAPTER-7
SUGGESTIONS, LIMITATIONS AND CONCLUSION
SUGGESTIONS
Although the sale of Gillete shavers is increasing but brand endorsing by any star (from cricket,bollywood,etc.) will certainly increase the sale percentage.
Gillete has to maintain their own retailing stores because direct reaching to the customers benefit both (customers & company).
Having complete range of price so more aggressive advertisement (specially in rural areas) will certainly increase its market share.
LIMITATIONS Observations may not be accurate because some of the
respondants not react properly. Limited sample size & working area also affected the accuracy.
CONCLUSIONAs I have worked in Sagar region ,so on the basis of the findings from customers Gillete shavers are certainly entering in the “interest house” of the customers with the help of its wide range of products & price. From findings we can clearly understood that in addition to quality Gillete is the most economic brand also. Most of the respondants using Gillete shavers with full satisfaction as well as recommending this product to their friends.
The base for the trust varying among customers – as may be its quality,wide range of price(economy to higher class), stylish design,etc. So, I want to conclude that the excellent existence of Gillete shavers in the market is itself vitnessing the customers satisfaction level.
BIBLIOGRAPHY & WEBLIOGRAPHY
Research methodology (C R Kothari) Wikipedia www.p&g.co.in Google