Marketing Management

Gillette -The best a Man can Get

1.Industry
2.Growth
3.Industry Composition
4.Strategy
5.STP
6.4P Analysis
7.5C Analysis
8.SWOT analysis

Industry

Personal Care and

Grooming

Growth

Indian Grooming Industry

Currently estimated to be 6.5
Billion $ and expected to rise
to 20 billion $ in 2025.

Gillette - 23 % of entire
personal and grooming
industry.

Market Share: 59% in 2015 in

overall Razors and Blades
segment
*(Assocham and Euromonitor survey
reports.)

Industry Composition
Gilette noted product
segments:
Gilette

Razor

Gilette

shaving cream

Gilette

After Shave

Gilette

trimmer ( Pro

Glide )

 Strategy
Develop products that
gives a great shaving
experience.

Distribution
Model
Higher market
penetration making use
of kirana shops rather
than a few big retailers.

STP

Segment : Male
population (20-55) and
female population (1835).

Target Brand
conscious and
grooming conscious
people.

Positioning Daily
use, good quality and
safe product.

5C Analysis

Company : Gilette now owned by P & G India after its merging in 2005.

Competitors: Has oligopoly in Razor market .

Shaving cream product Nivea , LOreal, Old Spice, Godrej and Vi John etc.
Trimmers Phillip, Panasonic, Geepas etc.
Electric shavers giving competition to Razor market.

Customers Gilette positions its product towards the Youth and the male
population. Recently forayed in to the woman segment with Venus.
Men & Women Youth.

Collaborators- Parent Company is P & G but Gilette is a separate entity under P

& G.

Context Personal grooming market in India.

4P Analysis

Product: Mens safety razors and other personal care others.

Ex: Mach 3, Vector Plus, Mach 3 turbo, Gillette Guard, Gillette Proglide.

Price: Pricing ranges from Rs. 22 to 4,500 from the affordable Gillette
guard to the premium Gillette fusion Proglide 3 in 1.

Place: In Both Urban and Rural parts of India. One lakh Retail outlets in
36,000 towns.

Promotion : Focuses on customer benefits rather than product.

Famous personalities appear in advertisements such as Roger Federer,
David Beckham and Deepika Padukone. Advertises in print media like
newspaper & internet and Television.

SWOT
Analysis
Large customer base.

Strength
Good brand value among customers.

Innovative
productslikeGilletteFusionProGlidean
d Gillette Mach3.
Products in a wide price range from 15
rupees to 4500 rupees.
Appealing advertisements and
innovative campaigns in social media
like the one that teaches how to use
their products.

Has strong visibility in both urban and

rural parts of India and among
variousdemographics.

Use titanium coated blades for better

durability.

Weakness

The change in trend from shaving to

keeping stubble can have an impact on
the sales.

Not all products are easily available in

stores in rural areas.

Don't havevariants of electricshavers

as of now.

Notmuch growth in after shaving

products due to low awareness creation
among consumers.

SWOT Analysis
Opportunities

Electric shavers can have good scope.

Wide range products for various

needs.

Scope in capturing first time users as

this can create a bond with the
consumer.

Scope in female products.

Threat
Competitors entering
the market and
substitutes from Indian
market like Godrej, ViJohn etc.
Price sensitive
market.
Technologicalbreakthr