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1. GILLETTE’S Razor Sharp
Edge Over Its Competition
Presented by:-
Ketan thakur
Tushar Patodia
Nishab jauhri
Rahul raut
Bhanu pratap khushwaha

2. Overview
 Background info on Gillette
 Problems/Solutions company faced
 Current info/issues

3. Background Information
 Founded in 1901
 Flagship product—safety razor
 Company’s strengths:
 Focus on scientific knowledge/studies
 Innovative products
 Large-scale manufacturing capability
 Useful products sold at fair price
 Sales in 2000: $9.3 billion

4. Global Company
 Strategy: “To manage its business with
a long-term, global perspective”
 Over 1 billion people interact with a
Gillette product every day
 Manufacturing operations located in 23
countries
 Distribution in 200+ countries
 40,000+ employees

5. Vision Statement
 “To build TOTAL BRAND VALUE by
innovating to deliver consumer value and
customer leadership faster, better, and more
completely than our competition.”
 Fundamental Principles:
 Organizational Excellence

Superior performance at every level
 Core Values

Achievement, Integrity, Collaboration

6. Products Overview:
 Worldwide leader in 12 major consumer
product categories
 Focus on continual development of new
products
 Currently introduces 20+ new products
per year

7. Three Core Businesses
Gillette is the undisputed global leader in:
 Grooming
 Portable Power
 Oral Care

8. Grooming Products
 World leader in male
and female grooming
products
 Blades, razors
 Wet, dry
 700 million consumers
use Gillette razor blades
 Shaving preparations
and after-shaves

9. BLADES & RAZORS SEGMENT
Grooming
Male & Female
Shaving Products Toiletries
Blades & Electric Pre-Shave Post-Shave Deodorants
Razors Shavers
Disposable Shaving Replacement
Razors Systems Blades

10. Introduction of project
The objective of the study is to understand the consumer
attitude and buying behaviour for Gillette Razor And
Foam.
To understand the former part, we created a focused
group
questionnaire and conducted a focused Group
Discussion
(FGD) on Shaving Cream, gel and foam.

11. Research Question and
Hypotheses
 Are consumers more price conscious or brand loyal?
 What are the factors that play the most important role
in a consumer's choice of buying shaving
cream/Razor?
 What is the effect of non-attribute factors on the
purchasing decision of Gillette shaving gel/foam?
 What are the factors that play the most important role
in a consumer's choice of buying shaving
cream/gel/foam?

12. Use of Marketing Research
 Focus groups and surveys revealed:
 Gillette must reform its approach by:
 Emphasizing quality and brand equity
 Discontinuing use of disposable razor ads

Developing new products

13. Role of Marketing Research
 Told Gillette that it could change its former
price approach to the market by emphasizing
quality and brand equity as well as
introducing new products.

14. Marketing Research Problem
 To determine the consumer’s opinions
regarding the quality of products over
their prices.
 To determine the impact of Gillette’s
competition on its sales.
 To determine the wants and needs of
consumers using Gillette’s various
shaving products.

15. Observations:
1)The surveyed sample considered Gillette to have the best packaging
among all the brands. This feature highlights the fact that point of
purchase is an important selling point for the shaving cream/shaving
Razor market and Gillette has been outperforming the competitors.
2)For price sensitive customers products like V-John, Godrej and Dettol
were more satisfying than Gillette.
3) The consumers are most satisfied with Gillette in all the cases except
when the purchasing decision is based on price along with additional
features.

16. Factor Analysis
A factor analysis was carried out to obtain the group of
attributes which can be grouped together. Hence 4 factors
were obtained as follows –
Factor 1 Product attributes (Fragrance, Brand Name,
Foam Formation, Ease of Use)
Factor 2 Price Sensitivity (Price, And Offers/Discounts)
Factor 3 Point of Purchase (Availability in Stores and
Stylish Package Design)
Factor 4 Additional Features (Colour of Shaving
cream/gel/foam and Ingredients)

17. Competitor analysis
Colgate-Palmolive
Product Weight (gms) Price (Rs.)
Palmolive Lime 70 37
Palmolive Moisturizer 70 39
Palmolive Delux 70 39

18. Hindustan Lever Limited,
Product Weight (gms) Price (Rs.)
Axe Shaving Cream 70 45
Denim Exclusive 70 43
Godrej
Product Quantity Price (Rs.)
Godrej Shaving Cream 100 gms 25
Godrej Premium Shaving Cream 70 gms 25

19. Gillette Marketing Spending
 Jan. 30, 2003
 24% increase in ad spending (fourth
quarter)
 2002: Global ad spending rose 12%--
$650 million

20. New Challenges
 Jan. 30, 2003
 Battery rival Energizer to acquire Schick
brand of razors
 Energizer to invest $930 million
 Result: Aggressive marketing wars?

21. Questions and Answers
The End