Gillette Personal Care Division:

Marketing Planning and Control

Submitted by
GROUP-5 , SECTION C
Issues
The systems being used in PCD planning
and marketing dept. need to be checked
for their effectiveness in long term and
short term.
Analysis of success and failure of White
Rain and Bright Guard. 
Short term Recommendations
In short term, Planning and Control need
to be paced up and for that it should be
allowed to go around the system to a
certain extent
Hierarchy needs to be cut down for small
decisions and some freedom should be
given to the managers at low level
Long term Recommendations
In long term, systems and procedures
need to be followed so that any
discrepancies can be prevented and data
could be recorded for future reference
The system should be continuously
reviewed to identify the right programs to
allocate resources
Analysis
Current Scenario:
 Numerous reports like Daily Sales Report,
Monthly and Bi-monthly Sales Report which
concentrate mainly on the financials were
analyzed to take decisions
 The budget process was lengthy. E.g. a plan
came out in July but it was October by the time
it got the budget and till then market condition
changed
 4 categories: Build, Hold, Harvest and
Withdraw were used to classify products
Analysis continued
Documentation provided past trends
analysis and future knowledge transfer
Different viewpoints emerged by
discussion among various levels of
organisation helping in building the brand
better
Resource allocation decisions were
stringent and based on sales forecast for
the product
Right Guard Vs White Rain
Factors Right Guard White Rain
Awareness Was high nation wide, Low awareness, known
aerosols decreased its
mainly in the southern and
popularity and sales central regions
Market Share Initially High at 26%, laterCaptured a 3 share in the
fell to 9.9% total market
Expectations High expectations of
Low expectations due to low
success as it was familiar market share of its already
to the consumers existing hair spray range.
Advertising Largest media spender in Targeted at markets already
the Product category, was familiar with hair spray, joint
given a complete promotion with spray and
makeover conditioner, low spending
Pricing Prices were increased to Competitively priced, 18
emphasize high quality ounce bottle priced
equivalent to competitors 16
ounce
Implementation All the processes were Launched very quickly with
strategy religiously followed only essential
documentation and
processes implemented
Conclusion
White Rain’s success could be attributed to
its dynamic documentation and
implementation style which evolved with
their needs.
Thus in short term we can infer that
bypassing certain aspects of the system could
be beneficial.
However in the long term (Right Guard case)
recording the data is essential to map the
future strategy.
THANK YOU