Gillette India Limited is a subsidiary of Procter & Gamble that was originally incorporated in 1984. It has captured a major share of the premium shaving care market in India. The personal care market in India is growing at 20% annually and represents an opportunity for Gillette. Gillette focuses on personal grooming products, especially shaving creams, gels, and foams. Market research found that Gillette has the highest brand recall and loyalty among shaving product brands in India. The research also indicated factors that influence buying decisions for shaving creams and gels. Based on the findings, recommendations include promoting Gillette shaving creams and gels more aggressively and launching mature products in neighboring countries.

1. MARKET ANALYSIS OF GILLETTE INDIA LIMITED

3. Company was jointly Promoted by (HOPE) and Gillette Company, U.S.A. (Gillette).

4. Became Subsidiary of P&G in 2005.

5. Business Segments – Personal Grooming, Oral Care & Portable Power.

6. Till date Gillette India has launched many innovative products to capture Indian consumers.

7. Captured a major market share in premium shaving care segment.

8. Carved a reputation for delivering high quality, value-added products.

10. 20% Growth recorded in 2008.

11. Gillette India recorded 16% Growth in 2008.

12. Still in an infant stage.

14. PRODUCT

15. PRODUCT The BCG Matrix Market Share Men Toiletries Razors Market Growth Oral B Duracell

16. PRODUCT 6 VARIANTS IN SHAVING GELS (Metallic Cylinders) Sensitive Skin, Moisturizing, Extra Comfort, Cool Cleansing, Pure & Sensitive and Protection. Size: 210 ml. 3 VARIANTS IN SHAVING GELS (TUBES) Sensitive Skin, Moisturizing, & Ultra Conditioning 4 VARIANTS IN SHAVING FOAMS (Metallic Cylinders) Sensitive Skin, Pure & Sensitive, Conditioning & Cool Cleansing

17. PRODUCT POTENTIAL PRODUCT AUGMENTED PRODUCT EXPECTED PRODUCT BASIC PRODUCT CORE BENEFIT LOOK GOOD SHAVING CREAM WITH MOISTURISER GEL BASED FACE CREAM

19. Pricing well above the industry average

21. Now Using additional P&G distribution channel

22. Hub and spoke approach

23. 20 hub cities and spokes are Tier 2 and Tier 3 citiesNagpur (Hub) P&G Depot Yeotmal Akola Amravati The Spoke and the Hub Distribution Model of Gillette India

25. Complicated operations, such as package sorting and accounting, can be carried out at the hub, rather than at every node.

26. Spokes are simple, and new ones can be created easily.

27. Customers may find the network more intuitive. Scheduling is convenient for them since there are few routes, with frequent service.Distributor Sales Exe (C.G. Marketing)- 18 Visibility Captain (C.G. Marketing)- 17 Delivery Boys (C.G. Marketing)- 12

29. Gillette brand has high recognition rate

30. Massive influence, recall and salience—reminder advertising

31. Successful MACH3 launch campaigns

32. Focus on brand values, innovation and cutting edge technology

34. Tie up with ZAPAK for The India Gaming Championship 2009

35. Endorsed by eminent sports personalities

36. Used sports as a major promotional vehicle

37. Soccer Saturday sponsorship launched MACH 3, Turbo and M3 Power successfully

39. INTEREST- BY FEATURES

40. DESIRE-ADMIRATION BY OPPOSITE SEX

42. To understand the Buying Intention of Gillette Shaving Gel and Foam users.

43. To understand the brand loyalty of customers towards Shaving Creams/Foams/Gels.

45. RESEARCH DESIGN Problem Determination Exploratory Research THE IMPLEMENTATION Data Collection Phase I : Secondary Data Collection Phase II : Depth Interviews (Exploratory Research) Phase III : Consumer Survey (Descriptive Research) Causes of Problems Descriptive Research Answers to Problems

46. SAMPLING TECHNIQUE The Universe of the Sample: All People aged 18 to 70 years of Nagpur were randomly selected, who have purchased Shaving Cream/Gel/Foam. The Sampling Frame: Shopping Malls, Men’s Parlors, Residential Areas and other public places like Restaurants. The Sample Size: 100.

47. DATA ANALYSIS BRAND RECALL GILLETTE HAS THE HIGHEST BRAND RECALL

48. DATA ANALYSIS BRAND LOYALTY GILLETTE HAS THE HIGHEST BRAND LOYALTY

49. DATA ANALYSIS PREFERRED BRAND GILLETTE EMERGED AS THE MOST PREFERRED BRANDS

50. DATA ANALYSIS BRAND SATISFACTION

51. DATA ANALYSIS BUYING INTENTION Group 2: Ease of Use Keeps the skin soft Ingredients Fragrance Lather formation Availability in stores Offers/Discounts Brand name Group 1: Price Stylish package design Antiseptic attribute Color of the cream/foam/gel Lather formation Availability in stores Offers/Discounts Brand name COMMON ATTRIBUTES

52. DATA ANALYSIS FISHBEIN ANALYSIS

54. Launch Gillette Shaving Cream & Other Personal Grooming Products.