Marketing Management Group 06

Project

Gillette:
Men' s Razor s
Ananya Verma Ashita Kajal Shruti Vikrant
Karn Meena Kareliya Singh
PGP12110 PGP12096 PGP12071 PGP12125
 Introdution of Gillette

Introduced in India in 1984

Idea was patented under leadership of King Camp Gillette, was
a salesman
Story: needed regular use, safe, and affordable blade since
earlier traditional method was used
Current MD- Madhusudan
Gopalan Current market-share is
54 percent
Survived more than 120 years-
W W , GD and now COVID
 The journey of our
Project
How we analyzed the
product

1 2 3 4 5

Familiarized Understood the Familiarized Understood the Primary

ourselves with market ourselves with product Research about
Marketing environment competitors development Purchase
Myopia the and company's and cycle, product Process through
product, SBU performance in collaborators purchase cycle survey, provided
and the the market through and implented results, and
company extensive it for this implemented
secondary product STP for Gillette
market Men's Razor in
research the market
SBUs Razor Blade
Fabric and Home Care
Baby and Feminine
Model
Care Family Care and Compel them to come
P&G Ventures back less irritation and
Beauty fewer strokes
Grooming first to launch triple-
Health blade system
Care changed perspective
of customers

Marketing Myopia
P&G has constantly launched new products by understanding and
anticipating customer needs so that they don’t become irrelevant over
time.
Round 2 Into the Market for Gillette

Learnings Result
customer-centric customer
focus on R&D satisfaction rapid
supermarket market cap
cultural diversity perspective
newest collaborators
technology market for new
products
The frameworks used for market analyis are SWOT, 5C,
PESTEL
Product Purchase

1Need Recognition: Planned,

Purchase monthly

2Information Gathering: TV
Commercials, In shops, DIgital
Media

3Evaluating Alternatives and

Purchase: Imp to Quality, Price &
Other

4 Purchase Phase: In a day or two

5Post-Purchase Phase: Experienced,

A day or two, Planned use
Products and
STP Segmentation : Premium and
Standard, Regular and
Mach3 Fami l y: Tur bo, Sens i t i ve, disposable
mach3, S t a r t
Guard
Fus i on 5 F a m i l y : P r o g l i d e Targeting : Class-Elite, Middle,
Razor , Pr og l i de Manual Razor ,
Power R a z o r , Skin-Soft, Sensitive, Price-
Ski nGuar d Sens i t i ve Razor Medium, Expensive
Trimmer

Positioning : Gillette products are

positioned as everyday use. It's
huge variety and range of razors
position them for people from all
classes
New Product
Plan : Fusion
Proglide

Primary research
results: Most imp is
Quality

Reviews also
indicate that:
1.Quality of blades
is
not upto the mark
2. Durability is low
3. Battery life is low
 Fusion
Proglide
Price of our product is Rs
1840 and Philips is
Result of providing the product
with similar qualities from
Com petitor’s Rs 700 price range.
Analysis Trimmer has removable
battery
The quality of blade is
poor Durability of
product is 1 year
Recommendations Searc
h
Research should be done and better quality blades need to
be developed that give customers a good user experience.
It also needs to have longer durability and battery life. It
can have an additional feature in this regard wherein it
gives the option to recharge the battery.
It needs to reduce its price to compete with the
competition in the market as the price offered by the
competitor in the same target market is very less.
Name of the product should be changed so the marketing
is easier and not marred by the negative image of Gillette
Fusion Proglide.

Save
Thank you!
For this opportunity