Gillete Overview

- It was created in september 28th in 1901.

- In 2005 Gillete Company was bought by Procter & Gamble. They paid 57 billion
dollars.
- More than 600 million men around the world trust their faces and skin to Gillettes
innovative razors and shaving products.

- Gilletes products include razors, personal care products, deodorants and

body wash.
- The most representative razor of the company is Gillete Mach 3. Since
1998, Mach 3 represents more than 1 billion dollars in incomes to the
company.
Marketing mix variables
Product

Gillete introduced itself in the Indian market in 1984, with

just one product the triple-blade system
After a consumers research, it leads to changes and
reinventions in their products about skin irritation and time
consume.
Gillete decided to reinvent the product and came up with
three different razors that cover up all market in India, giving
its consumers segment the option to choose.

Place

Gilletes main product was directed to professional and

business men, leaving low social status consumers left aside.
Its channel distribution involved small shops in Indian,
because it resulted better than bigger retail chains.
After the activation campaign and consumers research,
Gillete wanted to penetrate many market segmentations,
including lower income costumers, forgetting about its
business models sustainability.

Price

Gillete had set a business and professional men models

sustainability
After a consumers research done in 2010, Gillete created a
product that was 15% less that the common razor
They continued to reinvent the product, which came up with a
product that lessen 80% of the traditional parts used in the

common razor because of their simplified design, which

meant that manufacturing costs were lower.
Promotion

This cultures difference about shaving changed through its

activation campaign about health care.
Their promotion wasnt traditional, because it included
Bollywood actors to get a significant role about changes in
their society
As well, communication did a great role in this social change,
because their consumers didnt just gain awareness about
their razors use, but how many benefits shaving brought.

MARIA BELEN PARRALES

JEFFERSON FRANCO