Professional Documents
Culture Documents
Group 4 - Gillete Case
Group 4 - Gillete Case
GROUP 04
Saurav Das |
Raghav Bhasin |
Sourav Poddar |
Naveeduddin |
Kaustubh Tirupade |
Chiara DAmico |
DRY IDEA
Sales
Product Offering
Deodorants
25%
Anti-odor protection
Antiperspirant
75%
Available
in forms
Major
Players
Roll-ons
Aerosol
Sticks
Solids
Protection against
perspiration wetness
Provide effective deodrancy
Key
Key Success
Success factors
factors for
for companies
companies were:
were:
Distinctive
Brand
positioning
Strong
Advertising
Product line
expansion
Promotion
Support of
existing brands
It was a roll-on
anti-perspirant
launched in
1970
Benefits of the
product:
Premium pricing
Supported by trade
promotion and national
advertising
Packed in
individually
plastic roll-on
containers
1950s, cream was the dominant carrier system and women were principal
users.
1960s launch of Gillette's Right Guard (aerosol based) product resulted in marked
increase in male usage.
By mid 1970s aerosol based products accounted for 79% of the category unit volume.
1977, environmentalists claim that aerosol products destroy ozone layer and there was
a major shift to direct application products primarily roll-ons.
Roll-ons were the category leader in 1983, however there was a trend towards
By 1983, 93% American females and 87% American males used the products from
this category
Purchases were made in food stores, drug stores and mass merchandise outlet.
Major purchase factors were product efficacy, aesthetics and form loyalty (was
dominant factor).
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