1. MARKET STUDY ON CONSUMER
PREFERENCES TOWARDS
GILLETTE PRODUCTS
Submitted By:
PARITOSH SACHDEVA
M090700054
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2. TABLE OF CONTENTS
Table No. Particulars Page No.
1 ACKNOWLEDGEMENT 3
2 ABSTRACT 4
3 EXECUTIVE SUMMARY 5
4 INTRODUCTION
• About the industry 6
• About the Company 17
• About the product 22
5 OBJECTIVES 36
6 SCOPE 37
7 RESEARCH METHODOLOGY 38
8 DATA ANALYSIS 39
9 CONCLUSION 57
10 LIMITATION 58
11 BIBLIOGRAPHY 59
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3. ACKNOWLEDGEMENT
The following project “Consumer preference towards shaving product and their shaving
habits in tri-city” was successfully completed under the guidance of Mr. S.R TANEJA
And I would also like to thank my institute Chitkara Business School, Chitkara
University for inculcating in me the management knowledge and skills and then
providing me with the best opportunity to apply and update my knowledge and skills.
Their guidance and efforts were vital for the completion of the project for which I am
thankful. I also thank to my friends for their valuable and insightful suggestions,
comments and criticism. All the people who filled up the questionnaire also deserve to
be appreciated for their help and cooperation.
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4. ABSTRACT
The project assigned to me during my last semester of MBA programmed was
“Consumer preference towards Gillette product and reason for their choices”. In this, I
have studied personal grooming industry and its major players.
The project aim at identifying the expenses incur on shaving product by Chandigarh
people, their shaving habits, blade/ razor brand used by them and what they like to use
after shaving. The study also checks out the whether they like to maintain a beared or
not and if yes then what kind of. This project will help to understand the preference of
Chandigarh consumer regarding shaving product and their shaving habits.
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5. Executive Summary
Gillette has been the leading brand in men’s grooming industry in India and across the
globe. Gillette with its wide range of products caters to the premium segment of the
men’s grooming market.
Gillette faces intense competition in the shaving preparations market (shaving gel/foam/
cream) whereas the competition in the razor market is not that intense. With the intense
competition Gillette has to cater to the various needs of the consumers.
This project aims at identifying the shaving habits of people in the tri-city and how these
shaving habits are different form one person to another. The monthly expenses incur on
shaving and whether they prefer to shave themselves or in saloon is yet another point
which will be taken into account while framing this project.
The study also talked about consumer preference and buying behavior for Shaving
products which include Razor, Gel, Cream and Foam and other brands.
PERSONAL GROOMING INDUSTRY – AN OUTLOOK
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6. Due to increased awareness and rising income levels, the industry is expected to
undergo a major shift from traditional double-edged razors segment to twin and triple
blades razors segment. Razor blade market has tripled from Rs 2 billion in 1986 to Rs 6
billion in 2006. In value terms, in 2003, double-edged blades comprised 78%, systems
15% and disposables 7%.
As per AC Nielsen/ORG's estimates, the domestic shaving preparations market in 2003
was pegged at Rs 1.5 billion. Within the industry, cosmetics and personal care industry
has been growing at an average rate of 20 per cent for the last few years. However,
current consumption is still below many countries in Asia which shows that there are
further growth opportunities.
In 2004, market size of men's personal care segment is estimated at approximately Rs
750 crores, with Gillette having the largest market share. Thus, the industry is growing
at a decent rate but still is at an infant stage and this offers great opportunities to
players like Gillette and Colgate Palmolive to expand their customer base to include
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7. higher number of lower middle class people and thereby increase their revenues and
profitability.
The shaving market in India is estimated at around Rs 1,500 crores. The market is
growing at around 7-8 per cent annually. Gillette is the market leader in razors and
blades. Its market share has been growing consistently.
A significant percentage of this market comprises consumers who get their shaves
done at salons. The potential is large as Indian men on an average shave only 2.5
times a week, far lower than, say, Koreans and Japanese.
COMPANY PROFILE
Vision: The Gillette co. is a globally focused consumer products marketers that seeks
competitive advantage in quality, value added personal care and personal use product.
We are committed to build shareholder value through sustained profitable growth.
Mission: To build total brand value by innovating to deliver consumer value and
customer leadership faster, better and more completely than our competition.
Gillette India Limited (GIL) is one of India's well-known FMCG Companies that has in its
portfolio GILLETTE MACH 3 TURBO, ORAL-B and DURACELL - world's leading
brands and has carved a reputation for delivering high quality, value-added products to
meet the need of the consumers.
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8. Incorporated in the year 1985 as Indian Shaving Products Limited, now Gillette India
Limited, its products speak for themselves. The company is always been known for the
strength of its brands, and always continues to penetrate deeper into the hearts of
Indian Consumers.
In the year 1990-91, the company launched two products, first was 7 0'Clock EJTEK PII
Shaving System and second was shaving cream with three variants. This was the First
time that a shaving cream was introduced in Indian markets with special features.
In the Year 1991-92, the company launched new technology Gillette products.
In the year 1992-93, the company launched the first advanced shaving product under
the Gillette brand name Gillette Presto ready shaver all over India. The company earned
distinction of being included for the first time in the top 100 companies in India, in terms
of Market capitalization as published in Business today.
In the year 1993-94, with the launch of Gillette Presto Ready shaver in February 1993,
the company commenced the launch of Gillette Shaving Products in India.
In the year 1995-96, launch of 7 0'Clock Ready II ready shave and prelaunch of shave
cream in two variants, further strengthened the Brand name. During the year the
company also launched under a distribution arrangement tooth brushes under a well
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9. known international brand name Oral-B, which met good success.
In the year 1996-97, the company launched the latest state-of-the-art Gillette Sensor
Excel shaving systems which met excellent consumer response. With the launch of
these various products, the portfolio of Gillette branded products has increased
significantly.
In the year 1997, the company launched World renounced Gillette Sensor Excel for
Women shaving system, which met great response. It also launched Gillette Shave
foam which was met with good consumer response.
In the year 1998, the company successfully launched the Gillette Series range
comprising Shave gel, Shave Foam, After Shave Splashes, Conditioners and
Deodorants, thereby making it the premier male grooming company
In the year 1999, the company introduced Gillette Series shave gel tube and Gillette
Sensor Excel single cartridge pack. Also successfully launched Cool wave and Wild
Rain range of personal grooming products under the Gillette series line. In the First
month of new Millennium, the company launched Gillette Mach 3.
In the year 2000, the company launched successfully Gillette Sensor Excel for women
grooming category, and also launched Pacific Light. It also launched Geep laserlite, a
Sport flashlight. Company successfully consolidated Duracell and Wilkinson business to
leverage distribution strengths with mega displays and sales promotion.
In the year 2001, the company launched the Gillette Series Arctic Ice Line of products
during the first half and undertook a series of very successful consumer promotions
across product lines. It also launched the Gillette Series Satin Care for Women Wild
Berry Line, the Cool Blue Mach 3 and Gillette Centennial Packs during the course of the
year.
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10. Gillette India was ranked amongst the Top Ten Best Employers of India in Best
Employers of India conducted by Hewitt Associates and Business Today magazine.
In the year 2002, this was the year of turnaround for the company. In the first Quarter of
2003 unveiled a whole new range of premium displays and POS of Duracell to establish
leadership in alkaline batteries segment.
In the year 2003, Company successfully re-launched Gillette Foam in 4 Variants
.Duracell also launched its Ultra M 3 AA batteries, which was well received by
consumers. Oral Care launched Power Oral Care brushes, which were well received in
the market. Towards the End of 2003, Company launched Gillette Vector Plus.
In the year 2004, the Company launched Storm Force, a revolutionary after shave
splash and New Ultra Comfort Shaving Gel .In the fourth Quarter, Company launched
two new Gillette Series Tube Shave Gel variants, namely for Sensitive skin and
Moisturizing, to suit different skin types.
In the year 2005, Company launched new improved Gillette Vector Plus featuring all
new contemporary look. The Gillette Company, USA was acquired worldwide through
merger in October, 2005 by Procter& Gamble Company, USA creating the largest
Consumer products Company in the World.
In the year 2006-2007, Company launched Gillette Presto Plus for more discerning
consumers. Oral B brand launched Oral B Vision and Kid in Premium Market Segment.
In the year 2007-2008, Company launched The Gillette Winners program that had
sports legends Roger Federer, Thierry Henry and Tiger Woods and Rahul Dravid.
An innovative program "Free Dental Check up" was organized to enable consumers to
benefit from expertise of professional dentists at no cost. Oral-B brand launched a new
variant "Shiny Clean" targeted at the value segment.
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11. COMPETITORS
COLGATE PALMOLIVE
Colgate-Palmolive has three products in the shaving cream/gel/foam segment.
Palmolive shaving creams are enriched with revitalizing sea minerals, this rich formula
refreshes and against irritation.
They are formulated with soothing Aloe-Vera, this rich foam is mild on skin and helps
guard against irritation. One variant is a creamy formula featuring palm extract to
hydrate and moisturize skin.
This cream in a long thin tube is very easy to use. As you just put onto your face and
use your shaver and it will get all your stubbles of your face leaving it nice and
smooth.
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12. PROCTOR & GAMBLE
Old Spice is one of the top brands across world in the shaving products category. In
the shaving cream market it has a good hold over the perception of the consumers.
It is recognized by its fragrance and is seen as a macho brand.
It is has products in all the three categories (cream, gel and Foam). Old Spice is also
present in after shave market and it also have after shave product is very dominant in
the market.
It has a lot of products in the shaving products market. This also makes the brand
much stronger than its competitor.
HINDUSTAN UNILEVER LIMITED
Hindustan Lever Limited is the biggest player in the Indian FMCG market. It has two
brands in the shaving cream segment Axe and Denim. HLL has extended its brand
Axe which is a success in the deodorant market to the shaving creams.
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13. The Axe shaving cream has very good awareness scores among the consumers. It
comes in various fragrances, colours and its packaging also has many variants.
Denim is another shaving cream from the house of HLL. This is almost in the same
segment as that of Axe in terms of price and product attributes.
GODREJ
Godrej is the domestic brand of shaving cream for Indian market. Recently Godrej has
invested heavily for the expansion in this market. They have bought a shaving cream
manufacturing and marketing company in South Africa and are looking forward to
some other alliances for the presence in global market.
The shaving cream from Godrej is among the lowest priced shaving cream in the
market. It is targeting the price sensitive customer in the Indian market. But the quality
of the product is satisfactory in spite of it’s near about half the price than its
competitors. Although, variants are few in terms of size, fragrance and packaging, it is
still in the shopping list of many consumers
Other Competitors
Brands like FA, Dettol and Park Avenue are also present in the market. Although they
do not account for a very significant market share but then also the awareness of
these brands is fair enough to consider them as competitors.
Dettol is associated with antiseptic attributes and is quite popular with health
conscious consumer. Other brands like FA and Park Avenue focus on the regular
consumer by portraying themselves as a sporty cool brand by associating with
adventurous lifestyles.
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14. TYPES OF RAZORS
Safety razors: A safety razor is a razor that protects the skin from all but the very edge
of the blade. These razors eliminate the possibility of serious injury, which makes them
more forgiving than a straight razor.
Single-edge razors
A less common variety of the safety razor is the single-edge razor. This razor is so
named because the blades have a single edge rather than double edges. These razors,
although not in use as much as they were in the 20th century, are still available
worldwide.
The most common of the single-edge razors were made by the American Safety Razor
Company under the name Ever-Ready using its "'Radio' Blades"; the company also
produced a shaving brush, which it called "The Honest Brush".
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15. Another was the Gem Safety Razor Company under the name "Gem Damaskeene
Razor". It is possible to use common hardware-store blades for shaving, although most
shavers use blades that are made specifically for shaving.
Modern Safety Razors:
Double-edged safety razors
It is a traditional double-edged razor blade with its typical recognizable shape. Until the
early 1970s, most safety razors were manufactured to accept a single, disposable razor
blade. These blades were manufactured with either one or two sharpened edges,
depending upon the design of the razor.
This style of razor is made by a number of companies such as Merkur, Treet, Weishi,
and Parker. The blades are still being made today in a wide variety of countries
including the USA, Israel, Russia, Korea, Japan, and Egypt. Some of the brand names
include Merkur, Feather, Racer, Bigben, Lord, Treet and Bic.
Cartridges introduced
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16. An innovation was the replaceable blade cartridge containing the blade which reduced
the risk of the user receiving a cut from the unprotected blades used up until then.
These took the form of a cartridge, with the blade fixed within a plastic enclosure of the
type still in use today.
In 1965 Gillette introduced the Techmatic razor which utilized a cartridge with a steel
strip that could be wound forward to expose a fresh section of new blade.
Twin blades
Circa 1971, Gillette introduced the Trac II, designed by Francis Dorion, which was the
first mass-produced multi-blade razor available in the United States. Rather than
accepting standard razor blades, this razor was fitted with a proprietary disposable
blade cartridge containing two separate blades.
The claim is that research shows that twin blades give a closer shave than single,
because of hysteresis,the first blade tends to pull the hair, and the hair is unable to
retract into the skin before the second blade cuts it, resulting in a closer shave.
Whether, or the degree to which this works, is debatable.
By controlling patents on the Trac II razor, Gillette was able to assure repeat sales of its
multi-blade cartridges for use in its razor. This was a natural extension of the razor-and-
blades sales philosophy.
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17. Gillette was able to sell these cartridges at a higher price than the single blades, leading
to higher profits. Competitors Schick and ASRCO were quick to follow this change,
introducing their own multi-blade razors.
Gillette subsequently introduced the Atra twin-blade razors (known as Contour in many
parts of the world), which featured a pivoting razor head that the company claimed
would more closely follow the shape of the face. The Trac II Plus and Atra Plus blades
introduced later incorporated a "lubricating strip".
Gillette followed the Atra system with the Sensor system, which featured twin blades
that were individually spring-loaded to adjust to the contours of the face. The Sensor
system was later modified as the Sensor Excel system.
Disposable razor
The next innovation came with the introduction of the disposable razor in 1974. Instead
of being a razor with a disposable blade, the entire razor was manufactured to be
disposable.
Gillette's response was the Good News disposable razor which was launched on the US
market in 1976 before the disposable was made available on that market.
Shortly thereafter, Gillette modified the Good News construction to add an aloe strip
above the razor, resulting in the Good News Plus. The purported benefit of the aloe strip
is to ease any discomfort felt on the face while shaving.
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18. Plastic disposable razors and razors with replaceable disposable blade attachments,
often with two or three cutting edges (but sometimes with four and as of recently, five
cutting edges), are in common use today.
3- and 4-blade cartridges introduced
Gillette introduced the first triple-blade cartridge razor, the Mach3, in 1998, and later
upgraded the Sensor system by adding a third blade to create Sensor3. This escalated
the "arms race" with rival Schick/Wilkinson Sword.
The marketing competition for blades in a cartridge has been parodied since the 1970s.
The debut episode of Saturday Night Live in 1975 included a parody advertisement for
the Triple Trac Razor, shortly after the first two-blade cartridge for men's razors was
advertised.
In 2004, a satirical article in The Onion entitled "Fuck Everything, We're Doing Five
Blades" predicted the release of five-blade cartridges, two years before their commercial
introduction.
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19. Schick/Wilkinson responded to the Mach3 with the Quattro, the first four-blade cartridge
razor. These innovations are marketed with the message that they help consumers
achieve the best shave as easily as possible.
Another impetus for the sale of multiple-blade cartridges is that they have high profit
margins. With manufacturers frequently updating their shaving systems, consumers can
become locked into buying their proprietary cartridges, for as long as the manufacturer
continues to make them. Subsequent to introducing the higher-priced Mach3 in 1998,
Gillette's blade sales realized a 50% increase, and profits increased in an otherwise
mature market.
Electric Razors: The electric razor (also known as the electric dry shaver) has a
rotating or oscillating blade. The electric razor usually does not require the use of
shaving cream, soap, or water. The razor may be powered by a small DC motor, which
is either powered by batteries or mains electricity.
Many modern ones are powered using rechargeable batteries. Alternatively, an electro-
mechanical oscillator driven by an AC-energized solenoid may be used. Some very
early mechanical shavers had no electric motor and had to be powered by hand, for
example by pulling a cord to drive a flywheel.
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20. Quartile sales of Gillette India (in Rs crores)
Dec '09 Mar '10 Jun '10 Sep '10 Dec '10
Sales Turnover 201.68 221.81 251.53 247.01 254.46
Other Income 5.59 7.61 2.88 8.98 10.89
Total Income 207.27 229.42 254.41 255.99 265.35
Total Expenses 145.67 160.96 221.16 186.54 230.61
Operating Profit 56.01 60.85 30.37 60.47 23.85
Gross Profit 61.60 68.46 33.25 69.45 34.74
Interest 0.03 -- -- -- --
PBDT 61.57 68.46 33.25 69.45 34.74
Depreciation 2.93 3.03 3.65 3.79 3.97
Depreciation On Revaluation Of -- -- -- -- --
Assets
PBT 58.64 65.43 29.60 65.66 30.77
Tax 21.17 22.73 10.99 22.77 10.75
Net Profit 37.47 42.70 18.61 42.89 20.02
Earnings Per Share 11.50 13.10 5.71 13.16 6.14
Book Value -- -- -- -- --
Equity 32.59 32.59 32.59 32.59 32.59
Reserves -- -- -- -- --
Face Value 10.00 10.00 10.00 10.00 10.00
GILLETTE PRODUCT
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23. Product Range
Trac II was the world's first two-blade razor, debuting in 1971. Gillette claimed that the
second blade cut the number of strokes required and reduced facial irritation.
Trac II Plus is an identical model but adds a lubricating strip at the top of the blade. The
blades and handles are interchangeable.
The European versions of the Trac II and Trac II Plus are known as the GII and GII Plus
respectively.
Atra (known as the Contour, "Slalom" in some markets) was introduced in 1977 and
was the first razor to feature a pivoting head, which Gillette claimed made it easier for
men to shave their necks.
Atra Plus featured a lubricating strip, dubbed Lubra-Soft.
Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades.
Gillette claimed that the blades receded into the cartridge head, when they make
contact with skin, helping to prevent cuts and allowing for a closer shave.
The Sensor for Women was released around the same time and is nearly identical, but
has a wider cartridge head.
Sensor Excel was released in 1995. This featured "Microfins," a piece of rubber with
slits at the bottom of the cartridge and Gillette claimed this helped to raise facial hairs,
making for a closer shave.
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24. Sensor 3 has three blades instead of two. All Sensor handles can use all Sensor
cartridges. The Sensor range remains in production.
Blue II is a line of disposable razors. In Latin America, it is marketed as the
Prestobarba.
Blue 3 is a line of three-blade razor, cheaper version of Sensor 3 (Sensor compatible).
available also in disposable variant.
Mach3 The first three-blade razor introduced in 1998, which Gillette claims reduces
irritation and requires fewer strokes. It claimed five improved micro fins, improved spring
blades, and a pivoting head with greater flexibility than previous Gillette products.
It used a blue lubrication strip that faded as the razor was used to encourage users to
change their blades more frequently. The Mach3 razor and blades is the best selling
razor of all time.
Mach-3 disposable The above with a different plastic handle.
Mach3 Turbo had ten micro fins as opposed to the five on the original, a new grip and
claims improved lubrication and "anti-friction" blades. All Mach3 blades are
interchangeable between the three products in the range, so it is possible to use the
Mach3 Turbo blades on a Mach3 razor.
Mach3 Turbo Champion has a slightly different handle design.
M3Power is a battery-powered version of the Mach3 Turbo razor which can also be
used with the power switched off. The blades differ from Mach3 Turbo in having what
Gillette says is a new blade coating which it describes as "Power Glide".
The lubrication and micro fins are identical to Mach3Turbo.
The Mach 3 Power Nitro has a slightly different handle design.
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25. Venus is a female version of the Mach 3. Mach 3 blades can attach to a Venus handle
and vice versa.
Venus Divine is a female version of the Mach3 Turbo.
Venus Vibrance is a female version of the M3Power. Venus blades are
interchangeable across the line.
Venus Embrace is a five-bladed razor with a ribbon of moisture surrounding the blades.
Venus Breeze is a three-blade razor with shave gel bars built into the head of the razor.
Venus Spa Breeze is essentially the same as the Breeze, but with a white tea scent to
the shave gel bars.
Venus Pro-Skin Moisture Rich, launched in January 2011 in the United States, is an
updated version of the Breeze, featuring Moisture Rich shave gel bars that are
enhanced with a triple blend of body butters.
Gillette Fusion is a five-bladed razor released in 2006. The Fusion
has five blades on the front, and a single sixth blade on the rear for
precision trimming.
Gillette Fusion Power is a motorized version of the Fusion. The
Fusion Power is battery powered and emits "micro pulses" that are
claimed to increase razor glide.
Fusion Power Phantom The Fusion Power Phantom (Stealth in UK) was released in
February 2007. It features a redesigned handle and a darker color scheme than the
original.
Fusion Power Phenom was released in February 2008. It has a new blue and silver
color scheme.
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26. Fusion Pro Glide and Fusion Pro Glide Power were launched on June 6, 2010 in
North America. It claims to have re-engineered blades with edges that are thinner than
Fusion.
DISTRIBUTION NETWORK
Gillette’s own network in India reaches 1 lakh outlets in 3600 towns and Now Using
additional P&G distribution channel. They are also using Hub and spoke approach in
which they have 20 hub cities and spokes are Tier 2 and Tier 3 cities. Spokes are
simple, and new ones can be created easily.
Nagpur (Hub)
P & G Depot
26

27. In this example Nagpur is the hub and we have P & G depot also from where Gillette
perform its distribution network. The advantage of this is that the complicated
operations, such as package sorting and accounting, can be carried out at the hub,
rather than at every node, which control the overall cost of operation of Gillette
Company.
GILLETTE COMPANY ADVERTISEMENT
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28. PRICING
Razors
Name Price Super Max 3
(Competitor)
Vector Plus speed Rs 44
(4 Blade)
7’o clock Rs 31
7’o clock PII Rs 75 Rs 75(Bundles of 5)
Mach 3 Turbo Rs 199
Sensor Excel( Women) Rs 190
Satin care Rs 35
Gillette presto( 5 blades) Rs 75
Foam
Name Price Competitor Price
Moisturizing Rs 210 Old spice fresh lime Rs 195
250 gm 250 gm
Conditioning Rs 210
250 gm
Sensitive skin Rs 210
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29. 250 gm
Gel
Name Weight Price
Gillette Gel 60 gm Rs 53
Palmolive 70 gm Rs 45
Godrej 70 gm Rs 41
FA 80 gm Rs 42
Dettol 90 gm Rs 40
AU 79( Aditya Birla Group) 70 gm Rs 39
After shave
Name Price
Gillette Rs 260
FA Rs 170
Axe Rs 130
Old Spice Rs 125
CORPORATE SOCIAL RESPONSIBILITY
29

30. P&G launches SHIKSHA'08: You can now help educate more Underprivileged children
via simple brand choices P&G commits Rs. 1 crores to its partner CRY, which will be
allocated to projects focused on enabling the child's right to education.
Project Shiksha is part of P&G's global philanthropy program P&G Live, Learn and
Thrive that focuses on the development of children in need across the globe, with
Education of Children via Shiksha being the priority in India.
Till Date, Shiksha has set 67,000 children across 435 communities on the path to the
right to education with a donation of over Rs.4 crores.
P&G announces Shiksha’school education program of underprivileged children in India.
After helping lead over 67,000 children on the path of education over the last 4 years,
Procter & Gamble in partnership with Child Rights and You is back again with SHIKSHA
2008.
India has the world’s largest number of children out of school. Every child in India has
the right to free, quality education, but still approximately one out of every two children,
(close to 200 million) do not go to school.
Even as the economy continues to grow at a fast pace, statistics indicate that there are
many challenges like poverty that will need to be taken in stride if this growth is to be
sustained. In an attempt to make a difference is when Procter & Gamble in partnership
with Child Rights and You, launched Shiksha, a National Consumer Movement now
running in its 4th year.
Shiksha, P&G’s Corporate Social Responsibility Program makes it easy for all
consumers to help educate underprivileged children by simply buying any of P&G’s
large packs of Tide, Ariel, Pantene, Olay, H&S, Rejoice, Vicks VapoRub, Whisper,
Gillette Mach 3 Turbo, Gillette Series, Oral B, Duracell or Pampers in the months of
April, May & June ‘08.
With a motto of ‘Padhega India, Badhega India’ Shiksha believes that the secret to a
Brighter India lies in the quality education of our children. In this endeavour with us to
bring Shiksha to life is key NGO partner CRY.
30

31. With the help of CRY, the Shiksha projects include ones that work with the State
Education Departments to re-look at existing education policies; create awareness to
build more schools with better infrastructure and basic amenities like water, electricity,
health; enroll more children into formal schools and promotion of retention in schools;
and build all-round development of children.
Informing about Shiksha, Shantanu Khosla, Managing Director, and P &G India said,
"As the economy grows at 8-10% levels, we need to ensure that we lay down a strong
foundation for this growth to continue by investing in our future generation.
In that context, education becomes a fundamental issue that needs to be addressed.
P&G globally is committed to the cause of development of children in need via its
corporate cause P&G Live, Learn, Thrive and Shiksha is our response to the situation in
India.
Shiksha is unique because it empowers the consumer to make a difference simply by
choosing to buy quality products from P&G. Shiksha is not just an initiative of one
corporate and an NGO but a passion we as an organization strongly believe in.
‘Padhega India’ Tabhi tho ‘Badhega India’."
Irwin Fernandes, Director Western Region, Child Rights and You said, "The financial
support P&G, its media partners and consumers provide to CRY’s work is invaluable.
Even more critical, however, is the awareness of child rights that Shiksha helps create
and the avenues it provides for each of us to bring about change with social justice.
India will only achieve her true potential, when we make child rights our topmost
national priority. To do this we have to go beyond schemes and programs to address
the real obstacles to growth – caste, class, gender and governance.
P&G’s choice to go beyond tokenism, to partner CRY and take the challenging route is
truly inspiring. I urge every Indian citizen to stand up for child rights.
Shiksha Supporter and Award Winning Actress Kajol said, "Shiksha, education, is one
of the most critical factors deciding the choices that life offers to a child. However,
millions of children in this country today are being deprived of this very important
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32. opportunity because quality education is only possible when every child has adequate
nutrition, proper healthcare, can live in safe surroundings, is free to study, rest and play,
and doesn’t have to work for a living.
I support project Shiksha in its endeavors to make a difference said Kajol
Shiksha Supporter and Veteran Actress Sharmila Tagore said, "I believe education
plays a fundamental role in shaping a citizen and leads the country to greater heights. In
that sense, education can be the foundation for an India we seek today where every
child explores his or her full potential and has the right to do so.
Therefore, it is heartening to know that people like you helped support the education of
67000 children last year. I urge people across India to participate in Shiksha and make
a tangible difference to the lives of the little ones."
Shiksha supported projects in 2006 – 2007. 1. JAAG (Mumbai, Ratnagiri, and Raigad,
Maharashtra), 2.Lokhit Samajik Vikas Sanstha (Osmanabad, Maharashta), 3. The
Association of People with Disability (Kolar, Karnataka), 4.Adhar (Bolangir, Orissa),
5.Mandra LC (Purulia, WB), 6. Paridhi (Bihar), 7. Judav (Madhupur, Jharkhand), 8.Jan
Shikshan Kendra (UP), 9. Jan Mitra Nyas (Varanasi, UP), 10.Hanuman Van Vikas
(Udaipur, Rajasthan), 11.Doaba Vikas Evam Utthan Samiti (Kaushambi, U.P.
Gillette Children's Specialty Healthcare
Is an independent, not-for-profit hospital located in St. Paul, Minnesota, with clinics in
Duluth, Burnsville, Maple Grove, Minnetonka, and services for adult patients at our
32

33. St.Paul - Phalen Clinic Gillette is internationally renowned for a level of pediatric
expertise that distinguishes us from many health care organizations.
Gillette Children's Specialty Healthcare
• St. Paul Campus
• St. Paul - Phalen Clinic
• Brainerd Lakes Clinic
• Burnsville Clinic
• Duluth Clinic
• Maple Grove Clinic
OBJECTIVES OF THE STUDY
• Consumer preferences towards shaving products and their shaving habits.
33

34. • To find out the preference of shaving product and reasons for their choice.
• To find out how frequently they shave.
• To check out expenses incurred on shaving.
• Do they like to shave themselves or to visit parlor
• Kind of look and beared they prefer to maintain.
Population size- The project specially meant for Men only as they are the ones who
engage in shaving habits. So, data is collected for those men who do shave on a
regular interval of time.
Sample size- Sample size for this project was 150.
Location- Data was collected within Chandigarh people from different age groups. Data
collected from colleges, Shopping Malls and other Residential Areas.
QUESTIONNAIRE DESIGN
First of all for designing the questionnaire, there are scaling techniques available like:
1) Comparative Scales.
a) Paired Comparison
b) Rank order
c) Constant Sum
d) Other Techniques
2) Non – Comparative Scales
a) Continuous Rating Scales
b) Itemized Rating Scales
34

35. ♦ Likert Scale
♦ Semantic Differential Scale
♦ Staple
Out of all these mentioned techniques for designing the questionnaire, I have opted for
Comparative Scale Technique since this way it becomes much more easy for
answering the questions and also the context in which the questions have been asked,
gets delivered across to the other party easily. And thus we can analyze the responses
in a better way.
And to obtain the graphical view of the responses being generated, we have used the
Bar graph and Pie chart analysis, since it also helped in doing justification to the
responses being gathered from the sample, as it again clearly becomes visible that how
much percentage of customers agree with which question being asked and thus
accordingly a collective percentage of the participants, really helped us to gather/
conclude our findings in a more effective and an efficient manner
METHODOLOGY
Primary data- The data used is primary collected using questionnaire through one to
one interaction with respondents.
Sampling technique- The sampling technique of this research was non-probability one.
A non –probability sampling relies on the personal judgment of the researcher rather
than chance to select sample elements.
The researcher can arbitrarily or consciously decide which elements to include in the
sample. All People aged 17 to 55 years above of Chandigarh were randomly selected,
who have purchased Shaving Cream/Gel/Foam/Razors.
Research method- This survey is conducted through questionnaire..
35

36. Coding- After data collection, coding was the next step performed to help understand
and analyze the data by summarizing.
Data Analysis- Before going through the descriptive research, exploratory research
was done with a sample of 10 consumers, just to know whether they found any difficulty
in filling the questionnaire.. Descriptive statistic is also used in it in which pie- chart, bar
diagram, and column diagram are used to analysis the data.
DESCRIPTIVE ANALYSIS
36

37. The study reveals that 32% respondent do shave on alternative days while 34% do
once within a week. On the other hand 15% are those who do shave on a regular basis.
So this shows that people of Chandigarh love to have a clean look.
This pie chart indicate that 53% people take almost 10 minute for shaving while we
have some other who do shave within 5 minute also. Moreover 14% respondents take
15 minutes to do shave while there are hardly 2% respondents who do shave within 2
minutes or took 20 minutes.
37

38. Traditional Razor
This graph gives you an idea about which traditional razor is highly used by the
consumers and no doubt Gillette razor is ranked first with highest 25, then we have a tie
between Wilkinson and 7’o clock but few of us know that these two brands are also a
part of Gillette Company itself.
38

39. We have those razors also which are disposable in nature. In this category people like
to use Gillette guard and Presto which belong to Gillette Company itself. So Gillette also
holds its hands in disposable Razor Market too.
39

40. This bar graph show that people used highly Mach 3, Mach 3 Turbo, Vector Plus which
are consider to be brands of Gillette Company. So this indicates that Gillette Company
dominated in this segment also.
40

41. People are not found to use electric shaver but still there are some who use Philips
electric shaver and then followed by the Panasonic and Sanyo.
41

42. Chandigarh people are not very price sensitive that is the reason they consider that the
above brands of razors which they mention are easy to use (101), available at retail
shops (32) and safe to use (67) instead of considering price issue.
42

43. There is no doubt that Gillette is doing a good work in razor segment but in term of
shaving cream old spice is leading while Gillette is in number 2 and then followed by
Nivea and V-john.
43

44. Gillette and old spice are leading brands in Shaving foam category. Most of the
respondents are using these brands while there are some other respondents who are
using denim and Nivea brand too.
44

45. People love to use Gillette shaving gel. Moreover we have some people who use Nivea
and Park Avenue Shaving Gel. Likewise Chandigarh people are not very fond of using
soap for shaving purpose.
45

46. Most of the respondents used cologne/ perfume based after shave lotion i.e.37%. While
we have those personalities also who do not use anything after shaved i.e. 31%.
Moreover 13% used antiseptic lotion and 12% use moisturizing cream. Although a few
number of respondents use 7% alum.
46

47. 87% respondents like to do shave in their home itself while 9% favor to go for barber
and 4% desire for saloon.
47

48. Most of the respondents incur an expensive of Rs 100 per month on their shaving habits
although 26% are those who are saying that we spend just Rs 50 per month. All in all
there are hardly 20% respondents who incur Rs 200 and 15% who incur Rs 150 per
month on their shaving habits.
48

49. 56% respondents desire to have clean appearance whereas 31% are those who have a
preference for stubble beard. A few one have a preference for trimmed beard i.e.9% at
the same time a less number of people yearn for long beard.
49

50. Count Age
Total
20-25 25-35y 35-45yrs 45-55yrs
yrs s
Preference Yes 33 6 7 0 45
for No 41 20 15 28 105
Maintaining
Beard
Total 74 26 22 28 150
Respondents with age group 20-25 yrs like to have beard (33%) whereas those who are
above 25 yrs are not awfully eager to keep up beard for them selves.
50

51. This pie chart demonstrate different age group of people used for the study. 48%
respondent dominated with the age group of 20-25 yrs then followed by 21% i.e 45-55
yrs,17%( 25-35 yrs) and finally 14% ( 35-45 yrs).
51

52. 52

53. Most of the respondents fall into the category of Rs 4-6 lacks while the other follows as:
Less than Rs 2 lac-7%
Rs 2-6 lac- 31%
Rs 6-8 lac- 17%
More than Rs 8 lac-9%
53

54. Limitations
• The respondents may, at times have given frivolous answers due to lack of
adequate knowledge and desire to impress the researcher, though adequate
measures have been taken by checking through counter-questioning.
• Time and cost constraints were also there.
• The survey was limited to Chandigarh region only.
54

55. FINDINGS
Based on the analysis of the data collected, we can coclude the following –
 People of Chandigarh love to have a clean look.
 Gillette razor is ranked first with highest 25% this shows people prefer Gillete
razor as compared to other brands.
 Gillette also holds its hands in disposable Razor Market too.
 Gillette Company dominates in the category of replacement cartridges.
 People are not found to use electric shaver but still there are some who use
Philips electric shaver and then followed by the Panasonic and Sanyo.
 Gillette is doing a good work in razor segment but in term of shaving cream old
spice is leading
 In shaving gel Gillette is again leading but Chandigarh people are not very fond
of using soap for shaving purpose.
 Most of the respondents used cologne/ perfume based after shave lotion.
 Maximum respondents like to do shave in their home itself.
 Most of the people prefer clean appearance whereas some respondents with age
group 20-25 yrs like to have beard.
55

56. Bibliography
Bajpai,V.N. & Garg, A. & kumar, S. (2008). Case Study, Gillette India: Sharpening the
innovation edge in 21st century, journal of IT and management, 7(2), (102-111)
Other source:
Www. Gillette India.com
Www. P & G.India.com
http://en.wikipedia.org/wiki/global_Gillette.
“All India status report on safety razors blades industry” by Shri. K.
Sampathkumar,Deputy Director(met),small industries service institute, Govt of India.
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