Gillette

[2007]

Abhishek Anand
Abhishek Tiwari
Nishit Jalan
N P Easwaran
Venkata Bhargava Talasila
Wasi Rizvi
Sec B Group 6
IIM Indore

Gillette India Ltd
MAK – II Project

1. EXECUTIVE SUMMARY 6
2. INTRODUCTION OF PROJECT 7
3. HISTORY OF GILLETTE 8
3.1. FOUNDATION OF GILLETTE INDIA 8
3.2. GILLETTE’S STRATEGY IN INDIA 9
3.3. SALES 9
3.4. STRUCTURE 9
3.5. PRODUCTDETAILS 10
4. ANALYSIS OF GILLETTE 11
4.1. FINANCIAL ANALYSIS 11
4.2. VISION AND FUTURE GROWTH 11
4.3. EXTERNAL FORCES 12
5. PERSONAL GROOMING INDUSTRY – AN OUTLOOK 14
5.1. INDUSTRY ANALYSIS 14
5.2. COMPETITOR ANALYSIS 14
5.2.1. COLGATE-PALMOLIVE 14
5.2.2. PROCTOR & GAMBLE 15
5.3. HLL 17
5.4. GODREJ 18
5.5. FA 18
5.6. OTHER BRANDS 19
6. GILLETTE SHAVING CREAM DIVISION20

6.1. PRODUCT 20
6.1.1. GILLETTE PRODUCTS IN THE SHAVING CREAM/GEL/FOAM DEPARTMENT 20
6.1.2. GILLETTE’S RANGE OF SHAVING GELS AND FOAMS 20
6.2. GILLETTE SHAVING GEL - AN INSIGHT 22
6.3. PRICE 24
6.4. PLACE 25
6.5. PROMOTION 26
7. MARKET RESEARCH 28
7.1. RESEARCH PURPOSE 28
7.1.1. PROBLEM OR OPPORTUNITY 28
7.2. RESEARCH OBJECTIVE 28
7.2.1. RESEARCH QUESTION 28
7.2.2.RESEARCH BOUNDARIES 28
7.3. RESEARCH DESIGN 29
7.3.1. RESEARCH APPROACH 29
7.3.2. RESEARCH TACTICS 31
7.4. IMPLEMENTATION 31
7.4.1. DATA COLLECTION - PHASE 1: 31
7.4.2. PHASE 2: FINAL SURVEY 32
7.4.3. DATA PROCESSING 32
7.5. RECOMMENDATION AND CONCLUSION 36
7.5.1. PLAYING WITH THE PLC: 36
7.5.2. LAUNCH GILLETTE SHAVING CREAM 37
7.5.3. PROMOTION 37
7.5.4. SALES AND MARKETING38
7.5.5. CONTINUE WITH UPGRADATION 38
8. FUTURE CHALLENGES 40
9. MARKETING PLAN FOR SHAVING CREAM 41

9.1. MARKETING AUDIT 41
9.1.1. INDUSTRY OUTLOOK 41
9.1.2. GILLETTE’S CURRENT POSITION (WHERE WE ARE AND WHERE WE ARE HEADING??) 41
9.1.3. FUTURE OUTLOOK WITH SHAVING CREAM (WHERE WE WILL HEAD?) 42
9.2. MARKETING MISSION 42
9.2.1. TARGET CUSTOMERS AND THEIR NEEDS 42
9.2.2.MARKETING OBJECTIVES 42
9.3. STRATEGIC PRIORITIES 42
9.4. MARKETING STRATEGY 43
9.4.1. SEGMENTATION 43
9.4.2. POSITIONING 44
9.4.3. REAL POSITIONING 46
9.4.4. PSYCHOLOGICAL POSITIONING 46
9.5. MARKETING MIX 46
9.5.1. PRODUCT AND SERVICE 46
9.5.2. PRICING 48
9.5.3. PROMOTION 48
10. APPENDIX 50
10.1. GILLETTE- TIMELINE 50
10.2. SWOT ANALYSIS 52
10.3. ORGANIZATIONALSTRUCTURE 54
10.4. PRODUCT PORTFOLIO 56
10.5. FINANCIAL ANALYSIS 57
10.5.1. SHARE HOLDING PATTERN 57
10.5.2. PROFIT & LOSS ANALYSIS 57
10.5.3. BALANCE SHEET ANALYSIS 61
10.5.4. CASH FLOW ANALYSIS 63
10.5.5. COMPARATIVE ANALYSIS 64
10.5.6. VALUATION 65
10.6. COMPETITOR’S ANALYSIS 67

10.6.1. COLGATE PALMOLIVE 67
10.6.2. PROCTOR & GAMBLE 67
10.6.3. HLL 68
10.6.4. GODREJ 6810.6.5. OTHER COMPETITORS 69
10.7. CUSTOMER SURVEY QUESTIONNAIRE 70
10.8. FOCUS GROUP DISCUSSION FORMAT 75
10.9. AGE PROFILE OF SAMPLE POPULATION 79
10.10. SHAVING PRODUCT PREFERENCE 79
10.11. PLACE OF BUYING 80
10.12. RECALL PATTERN 80
10.13. USER PREFERENCE 81
10.14. BRAND SATISFACTION OF GILLETTE 81
10.15. BRAND LOYALTY IN SHAVING CREAM/GEL/FOAM MARKET 81
10.16. PRICESENSITIVITY IN SHAVING CREAM/GEL/FOAM MARKET 82
10.17. FISHBEIN ANALYSIS 83
10.18. BRAND PREFERENCE BASED ON INDIVIDUAL ATTITUDE SCORE 83
10.19. AVERAGE ATTITUDE PERCEPTION SCORE OF EACH BRAND 84
10.20. FACTOR ANALYSIS 84
10.21. PERCEPTUAL MAPPING 87
10.22. CLUSTER ANALYSIS 90



1. Executive Summary

Gillette has been the leading brand in men.s grooming industry in India andacross the
globe. Gillette with its wide range of products caters to the premium segment of the
men.s grooming market. Gillette faces intense competition in the shaving preparations
market (shaving gel/foam/cream) whereas the competition in the razor market is not
that intense. With the intense competition Gillette has to cater to the various needs of
the consumers.

This project aims...