Gillette

GILLETTE
INTRODUCTION
Gillette is a brand of Procter & Gamble currently used for safety razors, among otherpersonal 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 KingCamp Gillette in 1895 as a safety razor manufacturer.
Under the leadership of Colman M. Mockler as CEO from 1975 to 1991, company faced down three takeover attempts, from Ronald Perelman and Coniston Partners. 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 Gon 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 unitknown 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.
In 1999, Gillette, as a company, was worth US$43 billion, and it was estimated that the brand value of Gillette wasworth US$16 billion. This equated to 37% of the companies value, which was the same as DaimlerChrysler, one of the world's largest car manufacturers at the time.

Gillette established in 1901 in the USA gradually expanded its business to other parts of the world and now it is established in almost all countries. Its expansion was facilitated through combination of business and regionaloperational units. Gillette entered Indonesia in 1972 through a joint venture. Though there has been a very good growth in the Indonesian market by 1995, there is a potential to expand it further in 1996 and beyond. 
• In 1995 Gillette’s market share was 48%. In 1996 the market share is expected to be 50%. 
• Gillette blade sales increased by 17% from 1994 to 1995 
• In 1995 Gillette sold 115 millionblades (100million double edged) and the total sales from shaving products were $19.6 million. 
• Share of Gillette Indonesia high-margin disposables and systems was projected to increase in 1996 to around 20% of units 
• In 1995 sales in five major urban centers Jakarta, Bandung, Surbaya, Semarang and Medan accounted for 60% of Gillette’s. 
• Gillette launched women’s razor in 1995 SWOT Analysis of Gilette
Analysis SWOT for Gillette:
STRENGTHS:
  * Gillette's brands are category-defining icons. 
  * They possess leading market shares in each of the Company's core categories. 
  * Gillette already has a very strong global presence and a very broad network for distributing and merchandising their products. 
  * Innovation is the support of consumer products
  *No company has a better historic track record than Gillette in using innovation to improve the value and strengthen the market position of their products. 
  *   Innovation differentiates products marketing drives awareness and closes 
the sale Gillette's strengths in innovation and sales.

WEAKNESS:
  * Gillette's market share is shifting to disposable razors from its cartridge system. 
  *Gillette's electric razors are produced by Braun. 
  * Gillette has multiple blade-and-razor systems but their cartridges are not interchangeable with their other models. 
  * Gillette's effort in 1980's was not synchronized with its goal. It introduced more new disposable razors and product enhancements while it wants to regain its market for blade-and-razor system where it can get three...