Submitted BY:-Sumit Prakash

PGP/30/120Sec:- A

Proctor & Gamble Portfolio Gillette Portfolio of Shaving Cream

Gillette Portfolio of Razors

Men's Grooming in India

Men’s grooming sees value growth of 23% to reach INR46.8 billion in 2013

Leading manufacturers expand their men’s grooming portfolio in 2013

Premium men's deodorants continues to record the fastest value growth of 36% in 2013

Average unit price continues to increase in 2013

Gillette India Ltd(overall) maintains lead with a value share of 27% in 2013

Men’s grooming is expected to have a value CAGR of 10% at constant 2013 prices to reach INR75.4 billion by 2018

Men’s shaving cream market is growing at a rate of 13% CAGR

• As shown in Given pie chart out of 46.8 million INR business of Men’s grooming, Men’s shaving constitute 51% share.

• Out of 51%, major portion is of razors and blades . Constitute of Men’s shaving are shown in below chart

51%49%

Men's Shaving 

Men's Toi-letries 

20%

80%

Men's Pre-Shave 

Men's Razors and Blades 

• Men’s shaving industry are growing year by year. In 2008 it was around 13 million INR which increase to 24 million INR in 2013

• FORECASTS• Most of the leading manufacturers

including Hindustan Unilever will continue to strengthen their men’s grooming portfolio over the forecast period. Manufacturers are likely to focus on introducing value-added and innovative products with new claims to attract consumers, especially in urban areas. New launches are likely to be more prominent in skin care which started to attract consumer attention increasingly in 2014.

Gillette Shaving cream

• Indian Market is dominated by Gillette, which constitute of around 51% share, followed by HUL

Sales of the leading men's shaving cream brands in the United States in 2014 (in million U.S. dollars)

We can easily see in above graph Gillette in Number one ( Combination of Series, Fusion Hydra and Foamy)

In Indian Market In US Market

Last five year growth chart of Gillette Shaving cream in India

2008 2009 2010 2011 2012 20130.00

5,000.00

10,000.00

15,000.00

20,000.00

25,000.00

30,000.00

Growth Chart of Shaving Cream in Indian Market

Men's Shaving (Razors/Blads and Saving Cream) Men's Pre-Shave (Saving Cream)

All value are in INR Million

P&G Growth Rate ( Shown by Different financial graph)

In the above chats we can see that company has maintained the dividend despite continuous

investment in Business

Marketing mix

Marketing mix is mainly of two types.

1) Product marketing mix –  Comprised of Product, price, place and promotions. This marketing mix is mainly used in case of Tangible goods.

2) Service marketing mix –  The service marketing mix has three further variables included which are people, physical evidence and process.

Term marketing mix was first coined by Neil H Borden back in 1964 in his article “The concept of marketing mix” 

SHAVING

MEN

PERSONAL CARE

DURACELL

BATTERIES

ORAL BBRAUN

APPLIANCES

BRAUN KITCHEN APPLIANCES

BRAUN HAIR CARE EPILATION

BARUN STEAM IRONS

PERSONALDIOGONASTIC

MANUALTOOTHBRUSHE

S

ADVANTAGEINDICATORCROSS ACTIONSTAGES

POWERTOOTHBRUSHE

S

3D EXCEL3 D PULSATINGCROSS ACTION KIDS

FLOSS AND INTERDENTAL

SATIN flossULTRAFLOSSESSENTIAL FLOSSSUPER FLOSSORTHODENTIC

TOOTHPASTE AND

MOUTH RINSE

GENARAL USE BATTERIES

COPPER TOPULTRAPRISMATIC

SPECIALITY BATTERIES

PHOTOHEARING AIDCAMCORDERWATCHELECTRONICSHOME MEDICAL

SHAVING GELS AND FOAMS

GILLETTE SERISESATIN CARE

ANTIPERSPIRANTSAND DEODRANTS

GILLETTE SERISERIGHT GUARDSOFT & DRIDRY IDEA

MACH 3MACH 3 TOURBOSENSORSENSOR EXCEL

VENUSSENSORDAISY

PRODUCT MIX WIDTH

WOMEN

CORE BENEFIT

BASIC PRODUCT

EXPECTED PRODUCT

POTENTIAL PRODUCT

LOOK GOOD

SHAVING CREAM

WITH MOISTURISER

GEL BASED

FACE CREAM

PRODUCT HIERARCHY

AUGMENTED PRODUCT

Products

WIDTH OF THE EXISTING PRODUCT LINE—5

LENGTH OF THE PRODUCT MIX—50

AVERAGE PRODUCT LINE LENGTH—10

DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-3VARIENTS

Moisturizing

Tough bread

Conditioning

AFTER SHAVE- GILLETTE SERIES------ 4 VARIENTS

Force

Cool Ice

Cool Wave

Rush

SIZES- 50ML AND 100ML PACK, 200ML PACK

Packaging

Focus on aesthetics

Designed with a futuristic theme

Introduced gels in tubes

Metallic cylinders for foams

Rectangular cylinders for deodorants

Use Of Colour

Logo in black to symbolize sophistication

Blue for refreshing and cool look

Red for highlighting the variant

White to signify clean look

Pricing

FOAM

NAME

MOISTURING (250gm)

CONDITIONING(250gm)

SENSITIVE SKIN(250gm)

PRICE

RS.210

RS.210

RS.210

GEL

NAME

GILLETTE GEL

PALMOLIVE

GODREJ

FA

DETOL

AU79(ADITYA BIRLA

GROUP)

WEIGHT

60gm

70gm

70gm

80gm

90gm

70gm

PRICE

Rs.53

Rs.45

Rs.41

Rs.42

Rs.40

Rs.39

Pricing techniques

Perceived value pricing. Ex.- Gillette Mach 3

Penetrative pricing strategy for vector plus

Bundling-Shaving creams/gels along with razors

Foams bundled with a Gillette sensor excel usually

33% extra on many variants

Place Gillette’s own network in India reaches 1 lakh outlets in 3600 towns

Now Using additional P&G distribution channel

Hub and spoke approach

22 hub cities and spokes are Tier 2 and Tier 3 cities

Advantage of using small number of routes

The small number of routes generally leads to more efficient use of transportation resources.

Complicated operations, such as package sorting and accounting, can be carried out at the hub, rather than at every node.

Spokes are simple, and new ones can be created easily.

Customers may find the network more intuitive. Scheduling is convenient for them since there are few routes, with frequent service.

PROMOTION

Strong and sustained advertisement all through out

Gillette brand has high recognition rate

Massive influence, recall and salience—reminder advertising

Successful MACH3 launch campaigns

Focus on brand values, innovation and cutting edge technology

AIM- to educate consumer on product advancements and improved shaving performance

Tie up with Rediff-on-the-Net e-commerce to market its product

Tie up with ZAPAK for The India Gaming Championship 2009

Endorsed by eminent sports personalities

Used sports as a major promotional vehicle

Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully

Promotional Activities

Print Ads(old)

SEGMENTATION

Demographic segmentation

Middle class and upper segments

Areas – urban and semi urban, rural (still growing)

Behavioral

User status: regular users (urban), first time users (rural)

Usage status:

heavy users(urban)

light users (rural)

medium users (semi urban)

Target Segment

Primary segment

Children aged 16 – 45 years

Focus mainly on teenager and youth segment that’s why in promotion its always show to be cool image

Probable segment

Young adults

Teenagers

Working segment as for quick shaving

Consideration Set Of Consumer

Dettol shaving cream

Axe shaving cream

Old spice shaving cream

Godrej shaving cream

Palmolive shaving cream

Vi-John shaving cream

Nivea shaving cream

Park avenue shaving cream

Nivea sensitive shaving gel

L'Oréal Paris Men Expert Anti Irritation Shaving Gel

Natio Smooth Shave Gel for Men

Park Avenue Moisturizing Shaving Foam

L'Oréal Paris Men Expert Hydra Sensitive Shave Foam

Competitive Frame Of Reference

Gillette shaving Gel/Foam in the market place is vary strong and secure.

But in case of shaving cream its rank 7th in India (According to the latest Nielsen MAT data sourced from industry officials 

LINK:-

Product – Gillette Shaving cream/Gel/Foam

Comes as a competitor in list of all Shaving portfolio

Various cream of different brand

Various gel and foam

Shops- Rural use generally shop

http://goo.gl/JVhJR7

POP and POD

Visualizing POP and POD

<= POD and POP Trade-Off

Points Of Parity

Easy to shave

Prevent stubble from drying out

Easing the shaving process

Avoiding razor burn

Save time, as shaving become quicker using it

Points Of Difference

Richest and most lubricating cushion

 Very nice smell of Gillette foam

Perfect lather by using only small quantity

Irritation defense

Most Crucial POD

Richest and most

lubricating cushion

Most Crucial POD

Nice Smell

REFERENCES

Gillette Annual report ( Both Gillette India and Gillette overall) Of 2014,2013

Books:- Brand Management by Keller Sir

http://www.gillette.com/en/in/products/shave-gel-and-foam.aspx

http://www.gillette.com/shavecare/en-IN/series1.shtml

Various data from Euromonitor Database

http://www.wisegeek.com/what-are-the-pros-and-cons-of-shaving-without-cream.htm

http://economictimes.indiatimes.com/magazines/brand-equity/vi-john-a-little-known-desi-brand-emerges-as-a-leader-with-a-foreign-sounding-name/articleshow/47972306.cms?utm_source=facebook.com&utm_medium=referral&utm_campaign=ETFBMain

Annual report of P&G and HUL- 2014

http://gillette.com/en-us/products/pre-and-post-shave/shaving-creams-gels-and-foams#viewtype:gridview/facets:/category:shaving-creams-gels-and-foams/page:1/sortby:reviews-desc/cwidth:3/pcwidth:/pscroll:

http://www.gentlemansgazette.com/shaving-cream-guide/

www.quora.com

http://reviews.gillette.com/8876/88429A86-1238-49D2-8115-0C18D1007B05/gillette-series-sensitive-skin-shave-foam-reviews/reviews.htm

http://www.consumeraffairs.com/cosmetics/gillette.html