Fundamentals of

Management Systems

Gillette Case Study

By:
Prafull Malviya 2009SMF6683
Shaunak Batra 2009SMF66
Sanjeev Yadav 2009SMF6679
Aditya Tanwar 2009SMF66
Gillette overview:
Gillette Company was started by King Gillette in 1901. Till the end of WW
1, it was selling in 8 countries. Later on it focused more on the global
markets and today 70% of its sales come from outside US. Thus the global
growth strategy helped it become a consumer giant.

Its blade and razor business has reach in almost 200 countries and is
the world leader in the same. Besides, it is also a major player in pens
business with acquisition of Parker pen and Waterman of France. Among
toothbrushes, it has already acquired Oral B and thus is a leading seller of
toothbrushes in US and other markets. The company had around 58
facilities in 28 countries.

The Growth Factors:

1) Advance technology and taking it to people –

The technology used by Gillette is really world class and at the same
time, the company is taking the technology benefit to all the countries
at the same time. Previously the company was using Stone Age
Theory of marketing, by which the company was taking new
technology to hinterlands at a later stage as compared to homelands.
But with the globalisation and world communication has turned around
completely, the company is launching the products simultaneously in
various parts of the world.

2) Innovation and Globalisation -

Gillette has continuously transformed its products with the latest

technology. According to Zeien, former CEO of Gillette, “we are not
magicians of marketing; we are only good in our products. Sensor was
such an innovative product, for the first time from the stable of
Gillette, that has a potential to make a significant difference among
cunsumers and trade customers.
Learning:

1) Adjusting to the local culture

2) Reorganisation for globalisation

3) Sourcing from local sources

4) Leadership from anywhere