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    GILLETTE

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    Anirban Das
    Gillette has been the global leader in male toiletry products since its founding in 1901. It has maintained its market leadership through aggressive research and advertising to develop new products, building a strong portfolio of brands, and focusing on quality and innovation. Gillette has a global presence with manufacturing facilities worldwide and pursues a strategy of maintaining and growing its existing market share in male and female grooming products.

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    GILLETTE

    Uploaded by

    Anirban Das
    1K views18 pages
    Gillette has been the global leader in male toiletry products since its founding in 1901. It has maintained its market leadership through aggressive research and advertising to develop new products, building a strong portfolio of brands, and focusing on quality and innovation. Gillette has a global presence with manufacturing facilities worldwide and pursues a strategy of maintaining and growing its existing market share in male and female grooming products.

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    Gillette has been the global leader in male toiletry products since its founding in 1901. It has maintained its market leadership through aggressive research and advertising to develop new products, building a strong portfolio of brands, and focusing on quality and innovation. Gillette has a global presence with manufacturing facilities worldwide and pursues a strategy of maintaining and growing its existing market share in male and female grooming products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    1K views18 pages

    GILLETTE

    Uploaded by

    Anirban Das
    Gillette has been the global leader in male toiletry products since its founding in 1901. It has maintained its market leadership through aggressive research and advertising to develop new products, building a strong portfolio of brands, and focusing on quality and innovation. Gillette has a global presence with manufacturing facilities worldwide and pursues a strategy of maintaining and growing its existing market share in male and female grooming products.

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    GILLETTE

    “GILLETTE IS THE GLOBAL


    LEADER IN MALE TOILETRIES
    PRODUCTS”
    Data Monitor Research, Oct. 2007
    JANAK DEORA

    ANIRBAN DAS

    RAHUL GARG

    VIKASH VERMA

    MOHIT KR. SHARMA

    SHARAD
    BHARADWAJ
    THE GILLETTE
    COMPANY
    •1901 Founded by King 108
    C Gillette
    YEARS with William Nickerson in Boston.
    1901-2008
    •1902 1st Product – Double edged, T shape disposable razors.
    •1914 Gillette brokers deal with US Army (3.5 Mn razors, 36 Mn blades)
    •1950 Spends $6 Million for TV rights to Baseball World series for 6 years.
    •1973 Net Sales exceed $1Billion & in 1980 it exceeds $2 Billion.
    •2001 Gillette has 61 Facilities in 25 Countries, and employs 40,000 people
    •In 2005 Gillette merged with Procter & Gamble, forming one of the
    world’s largest consumer goods companies.
    •Gillette is now on 16th position as a brand in the world with a $19,579 million
    turnover.
    •Today, Gillette operates 32 manufacturing facilities in
    15 countries and employs more than 30,000 people.
    GILLETTE WORLDWIDE MANUFACTURING
    SUBSIDIARIES

    UK
    EUROPE ASIA
    NORTH
    AMERICA

    SOUTH
    AMERICA
    AFRICA
    AUSTRALIA
    GILLETTE
    PRODUCT RANGE
    GLOBAL STRATEGY
     Corporate Objective
    global focus on consumer products
     global competitive advantage in quality, value added personal
    care/use products

     Global Market
     competing in the triad markets (Europe, Japan, North and South
    America)
     industry concentration (SWOT Analysis)
     global market leadership in male and female grooming products
    THE GILLETTE STRATEGY
     Global resources organised and deployed to achieve
    market leadership in all their products
     to maintain and increase existing market share in male
    and female grooming products
     Corporate Strategy
     aggressive research and advertising
     new product developments (invest in technology and
    product innovation)
     focus on core competencies
     maximise e-commerce opportunities
     build strong product portfolio
    GILLETTE MARKET STRATEGY
     Strategic Market Objectives
     Achieve a well integrated programme of marketing mix
    elements.
     To enter the direct sell market via the Internet.

     Target Market Analysis


     early entry into the UK market by the FDI mode
     presence in the UK as a strategy for European Common Market
     high industry concentration ratio (SWOT Analysis)
     market leadership in men’s shaving products
    GILLETTE'S PROFIT BY
    PRODUCT
    Gillette Profits by Product

    Blade and Razor 2500

    profits up 11% in 2000

    Profit $Millions
    2007, due mainly 1500
    Braun Products
    Oral-B Products

    to sales of Mach 3. Duracell Products


    Toiletries
    1000
    Blades & Razors

    500

    0
    y2007 y2006 y2005
    Year
    COMPANY SWOT ANALYSIS
    Strengths Weaknesses
    Market Leader Long Development Cycles
    Strong Brand Image Relatively Static Market Growth
    Global Presence Heavy Dependence on High
    Aggressive Advertising Street Retail Outlets
    Quality & Innovation Expensive Brand Maintenance
    Portfolio Range (Mach 5
    etc)
    Demographic Changes New Competitors
    Changing Societal Cloning of Successful
    Attitudes brands
    Consumer Brand Increasing Buyer Power
    Preference (Inventory De-stocking)
    Demand for High Quality Growth in Substitutes
    products Own Label Fits
    Economic Downturn
    Opportunities Threats
    BLADES & RAZORS SEGMENT

    Grooming
    Male & Female

    Shaving Products Toiletries

    Blades & Electric Pre-Shave Post-Shave Deodorants


    Razors Shavers

    Disposable Shaving Replacement


    Razors Systems Blades
    WET SHAVING PRODUCTS

    •Mach3 Turbo •SensorExcel for Women


    •Mach 3 •Sensor for Women
    •Sensor & Sensor Excel •Agility
    •Atra •Gillette for Women Venus
    •Trac II
    •Custom Plus
    •Good News
    MARKET POSITIONING

    Price

    Wilkinson
    Gillette
    BiC

    Own Labels

    Quality
    BLADES & RAZORS STRATEGY
    • Innovation through Research & Development

    • Premium Brand - Premium Price

    • Build Global Product Branding

    • Build Strong Brand Loyalty

    • Greater Efficiency at Lower Cost.

    • Maintain Superior Growth in Market Share

    • Build Shaving Systems Sub-Segment

    • Invest in technology and product innovation


    FUTURE GILLETTE STRATEGIES
    • High Branding/Quality - Premium Price
    • Develop New Market Segments & Niches through R&D
    • Maintain/Promote Strong Brand Loyalty
    • Tailoring Demographic Targeting (E.g. US vs Europe)
    • Reduction in Product Unit Costs
    • Grow Razor Systems Segment
    • Strategic Alliances (Suppliers and Distributors)
    • Shedding Non-Core Businesses (E.g. Papermate)
    Conclusion
    •Diversifying capital, investment, products &
    other resources to maintain & expand position
    as market leader.

    •Strategically positioned as leader, & regularly


    reorganising its structures to respond quickly
    to changes in business & competitive trends.

    •Developing & maintaining a high profile for


    its brand names through marketing.

    •Continuing to maximise efficiency in


    production & distribution.

    •To remain as the market leader of Grooming


    sector products for the foreseeable future.
    GILLETTE STILL THE
    GLOBAL LEADER IN MALE
    TOILETRIES PRODUCTS
    So in deed
    “The best a Man can get”

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