Brand extension Project on Gillette Shaving cream With focus mainly on Overview of the brand extension, the brand and the category Part :1 Review the brand extension; Review and illustrate the parent brand; Review the manufacturer Show a few photographs; Illustrate the brand extension; the brand Review the product category / categories it belongs to How large is the product category? (How big is the pie?) How much market share does the brand have? (How much of the pie do we have?) How much did the category grow during the last 3 years? (Did the pie get bigger or smaller recently?) How much did the manufacturer / brand grow during the last 3 years? (Did our slice of the pie grow bigger or smaller recently?) Part 2: Illustrate the 4 Ps of the brand extension Part:3 Characterise the market segmentation. What segmentation bases (e.g. behavioural, geographic, demographic) has the firm used? Characterise the target segment(s)? Describe the target consumer(s); The promotion strategy employed by the firm is usually centred around the target segment(s). Characterise the competition; Which alternate brands are in the target consumer(s)’ consideration set(s)? Characterise the competitive frame of reference of the brand extension Characterise the points of parity Characterise the point(s) of difference; Isolate the crucial point of difference

2. Proctor & Gamble Portfolio Gillette Portfolio of Shaving Cream
Gillette Portfolio of Razors
Analysing the Brand Positioning Strategy of Brand Extension: Gillette Shaving Cream

3. Men's Grooming in India
 Men’s grooming sees value growth of
23% to reach INR46.8 billion in 2013
 Leading manufacturers expand their
men’s grooming portfolio in 2013
 Premium men's deodorants continues
to record the fastest value growth of
36% in 2013
 Average unit price continues to
increase in 2013
 Gillette India Ltd(overall) maintains
lead with a value share of 27% in 2013
 Men’s grooming is expected to have a
value CAGR of 10% at constant 2013
prices to reach INR75.4 billion by 2018
 Men’s shaving cream market is
growing at a rate of 13% CAGR

4. Men's Grooming in India
• As shown in Given
pie chart out of 46.8
million INR business
of Men’s grooming,
Men’s shaving
constitute 51% share.
• Out of 51%, major
portion is of razors
and blades .
Constitute of Men’s
shaving are shown in
below chart
51%49%
Men's Shaving
Men's Toiletries
20%
80%
Men's Pre-Shave
Men's Razors and
Blades

5. Men’s Grooming Industry Growth and Forecast
 Men’s shaving industry are growing year
by year. In 2008 it was around 13 million
INR which increase to 24 million INR in
2013
• Manufacturers are likely to focus
on introducing value-added and
innovative products with new
claims to attract consumers,
especially in urban areas. New
launches are likely to be more
prominent in skin care which
started to attract consumer
attention increasingly in 2014.

6. Gillette Shaving cream
• Indian Market is dominated by Gillette, which
constitute of around 51% share, followed by HUL
Sales of the leading men's shaving cream brands in the
United States in 2014 (in million U.S. dollars)
We can easily see in above graph Gillette in Number
one ( Combination of Series, Fusion Hydra and Foamy)
In Indian Market In US Market

7. Last five year growth chart of Gillette
Shaving cream in India
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
2008 2009 2010 2011 2012 2013
Growth Chart of Shaving Cream in Indian Market
Men's Shaving (Razors/Blads and Saving Cream) Men's Pre-Shave (Saving Cream)
All value are in INR
Million

8. P&G Growth Rate ( Shown by Different financial graph)
In the above chats we can see that
company has maintained the
dividend despite continuous
investment in Business

9. Marketing mix
 Marketing mix is mainly of two types.
 1) Product marketing mix – Comprised of
Product, price, place and promotions. This
marketing mix is mainly used in case of
Tangible goods.
 2) Service marketing mix – The service
marketing mix has three further variables
included which are people, physical evidence
and process.
Term marketing mix was first coined by Neil H Borden back in 1964 in his article “The concept of marketing mix”

10. SHAVING
MEN
PERSONAL CARE
DURACELL
BATTERIES
ORAL B
BRAUN
APPLIANCES
BRAUN KITCHEN
APPLIANCES
BRAUN HAIR
CARE EPILATION
BARUN STEAM
IRONS
PERSONAL
DIOGONASTIC
MANUAL
TOOTHBRUSHES
ADVANTAGE
INDICATOR
CROSS ACTION
STAGES
POWER
TOOTHBRUSHES
3D EXCEL
3 D PULSATING
CROSS ACTION
KIDS
FLOSS AND
INTERDENTAL
SATIN floss
ULTRAFLOSS
ESSENTIAL FLOSS
SUPER FLOSS
ORTHODENTIC
TOOTHPASTE AND
MOUTH RINSE
GENARAL USE
BATTERIES
COPPER TOP
ULTRA
PRISMATIC
SPECIALITY
BATTERIES
PHOTO
HEARING AID
CAMCORDER
WATCH
ELECTRONICS
HOME MEDICAL
SHAVING GELS AND
FOAMS
GILLETTE SERISE
SATIN CARE
ANTIPERSPIRANTS
AND DEODRANTS
GILLETTE SERISE
RIGHT GUARD
SOFT & DRI
DRY IDEA
MACH 3
MACH 3 TOURBO
SENSOR
SENSOR EXCEL
VENUS
SENSOR
DAISY
PRODUCT MIX WIDTH
WOMEN

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

12. Products
 WIDTH OF THE EXISTING PRODUCT LINE—5
 LENGTH OF THE PRODUCT MIX—50
 AVERAGE PRODUCT LINE LENGTH—10
 DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-
3VARIENTS
 Moisturizing
 Tough bread
 Conditioning
AFTER SHAVE- GILLETTE SERIES------ 4 VARIENTS
 Force
 Cool Ice
 Cool Wave
 Rush
SIZES- 50ML AND 100ML PACK, 200ML PACK

13. Packaging
 Focus on aesthetics
 Designed with a futuristic
theme
 Introduced gels in tubes
 Metallic cylinders for foams
 Rectangular cylinders for
deodorants

14. Use Of Colour
 Logo in black to
symbolize
sophistication
 Blue for refreshing
and cool look
 Red for highlighting
the variant
 White to signify clean
look

15. Pricing
 FOAM
NAME
MOISTURING
(250gm)
CONDITIONING(
250gm)
SENSITIVE
SKIN(250gm)
PRICE
RS.210
RS.210
RS.210
 GEL
NAME
GILLETTE GEL
PALMOLIVE
GODREJ
FA
DETOL
AU79(ADITYA
BIRLA GROUP)
WEIGHT
60gm
70gm
70gm
80gm
90gm
70gm
PRICE
Rs.53
Rs.45
Rs.41
Rs.42
Rs.40
Rs.39

16. Pricing techniques
 Perceived value pricing. Ex.-
Gillette Mach 3
Penetrative pricing strategy
for vector plus
Bundling-Shaving
creams/gels along with
razors
Foams bundled with a
Gillette sensor excel usually
33% extra on many variants

17. Place
 Gillette’s own network in India reaches 1 lakh outlets in 3600
towns
 Now Using additional P&G distribution channel
 Hub and spoke approach
 22 hub cities and spokes are Tier 2 and Tier 3 cities
 Advantage of using small number of routes
 The small number of routes generally leads to more efficient
use of transportation resources.
 Complicated operations, such as package sorting and
accounting, can be carried out at the hub, rather than at
every node.
 Spokes are simple, and new ones can be created easily.
 Customers may find the network more intuitive. Scheduling is
convenient for them since there are few routes, with
frequent service.

18. PROMOTION
 Strong and sustained advertisement all
through out
 Gillette brand has high recognition rate
 Massive influence, recall and salience—
reminder advertising
 Successful MACH3 launch campaigns
 Focus on brand values, innovation and
cutting edge technology
 AIM- to educate consumer on product
advancements and improved shaving
performance
 Tie up with Rediff-on-the-Net e-commerce to market
its product
 Tie up with ZAPAK for The India Gaming
Championship 2009
 Endorsed by eminent sports personalities
 Used sports as a major promotional vehicle
 Soccer Saturday sponsorship launched MACH 3,
Turbo and M3 Power successfully
Promotional Activities

19. Print Ads(old)

22. SEGMENTATION
 Demographic segmentation
 Middle class and upper segments
 Areas – urban and semi urban, rural
(still growing)
 Behavioral
 User status: regular users (urban),
first time users (rural)
 Usage status:
heavy users(urban)
light users (rural)
medium users (semi urban)

23. Target Segment
 Primary segment
 Children aged 16 – 45 years
 Focus mainly on teenager and
youth segment that’s why in
promotion its always show to
be cool image
 Probable segment
 Young adults
 Teenagers
 Working segment as for quick
shaving

24. Consideration Set Of Consumer
 Dettol shaving cream
 Axe shaving cream
 Old spice shaving cream
 Godrej shaving cream
 Palmolive shaving cream
 Vi-John shaving cream
 Nivea shaving cream
 Park avenue shaving cream
 Nivea sensitive shaving gel
 L'Oréal Paris Men Expert Anti Irritation
Shaving Gel
 Natio Smooth Shave Gel for Men
 Park Avenue Moisturizing Shaving Foam
 L'Oréal Paris Men Expert Hydra Sensitive
Shave Foam

25. Competitive Frame Of Reference
 Gillette shaving Gel/Foam in the
market place is vary strong and
secure.
 But in case of shaving cream its rank
7th in India (According to the latest
Nielsen MAT data sourced from
industry officials
 LINK:-
 Product – Gillette Shaving
cream/Gel/Foam
 Comes as a competitor in list of all
Shaving portfolio
 Various cream of different
brand
 Various gel and foam
 Shops- Rural use generally shop
http://goo.gl/JVhJR7

26. POP and POD
Visualizing POP and POD
<= POD and POP Trade-Off

27. Points Of Parity
 Easy to shave
 Prevent stubble from drying out
 Easing the shaving process
 Avoiding razor burn
 Save time, as shaving become
quicker using it
Points Of Difference
 Richest and most lubricating cushion
 Very nice smell of Gillette foam
 Perfect lather by using only small quantity
 Irritation defense

28. Most Crucial POD
Richest and
most
lubricating
cushion
Most Crucial
POD
Nice Smell

29. Colgate-Palmolive
Product Weight (gms) Price (Rs.)
Palmolive Lime 70 37
Palmolive Moisturizer 70 39
Palmolive Delux 70 39
Competitor Analysis
Price of these products with size of the
pack is mentioned below

30. Colgate-Palmolive Advertisement on print and
digital media

31. Competitor Analysis( in its own portfolio of P&G)
 Price of these products with size of the pack
is mentioned below
Proctor & Gamble
Product Quantity Price (Rs.)
Old Spice Foam 200 ml 110
Old Spice Gel 60 gm 50
Old Spice Cream 70 gm 45

32. P&G Advertisement on print and digital media

33. HLL
 Hindustan Lever Limited, which is now
called as Hindustan Unilever Limited, is
a subsidiary of Unilever (USA). It is the
largest FMCG company in India. It is
also reputed to be the largest
exporter of India. It’s distribution
network is very strong. It has over
 Price of these products with size of the
pack is mentioned below
Competitor Analysis
Product Weight (gms) Price (Rs.)
Axe Shaving Cream 70 45
Denim Xclusive 70 43

34. HUL Advertisement on print and digital media

35. Godrej
 Godrej is a domestic brand of shaving
cream and now it is looking to expand in the
global market for hair color and shaving
creams. It has two variants in the shaving
cream category. They are Godrej Shaving
Cream and Godrej Premium Shaving
Cream.
 The price of these two is shown in the table
below. One observation is that even the
premium shaving cream from Godrej is
priced quite below (44%) below the
competitors products of same quantity
Competitor Analysis
Product Quantity Price (Rs.)
Godrej Shaving Cream 100 gms 25
Godrej Premium Shaving
Cream 70 gms 25

36. Perceptual Map (cost vs Quality)
Cost
Quality

37. Perceptual Map( Customer perception
of Quality vs Market Share)
Market Share
Quality

38. Introduction
Men’s
Grooming in
India
Marketing
Mix
4P
Competitive
Frame Of
Reference
POP & POD
Competitor
Analysis
Perceptual
Map
Gillette
Shaving
Cream
Summary

39. Under the guidance of
Submitted BY:-
Name: Sumit Prakash
Roll No.-PGP/30/120
Sec:- A
Email Id:-
sumitprakash777@gmail.com
LinkedIn:-
https://in.linkedin.com/in/sumitprakash7

40. REFERENCES
 Lecture by Prof. Sameer Mathur
 Gillette Annual report ( Both Gillette India and Gillette overall) Of 2014,2013
 Books:- Brand Management by Keller Sir
 http://www.gillette.com/en/in/products/shave-gel-and-foam.aspx
 http://www.gillette.com/shavecare/en-IN/series1.shtml
 Various data from Euromonitor Database
 http://www.wisegeek.com/what-are-the-pros-and-cons-of-shaving-without-cream.htm
 http://economictimes.indiatimes.com/magazines/brand-equity/vi-john-a-little-known-desi-brand-emerges-as-a-leader-
with-a-foreign-sounding-
name/articleshow/47972306.cms?utm_source=facebook.com&utm_medium=referral&utm_campaign=ETFBMain
 Annual report of P&G and HUL- 2014
 http://gillette.com/en-us/products/pre-and-post-shave/shaving-creams-gels-and-
foams#viewtype:gridview/facets:/category:shaving-creams-gels-and-foams/page:1/sortby:reviews-
desc/cwidth:3/pcwidth:/pscroll:
 http://www.gentlemansgazette.com/shaving-cream-guide/
 www.quora.com
 http://reviews.gillette.com/8876/88429A86-1238-49D2-8115-0C18D1007B05/gillette-series-sensitive-skin-shave-foam-
reviews/reviews.htm
 http://www.consumeraffairs.com/cosmetics/gillette.html