Advice Top Dog Gillette

Advise Topdog “Gillette” |

A Consumer Behaviour reportAmit ShuklaDM14104Great Lakes Institute Of Management |

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Introduction

Gillette: Gillette is Procter & gamble brand and at present it is one of the leading manufacturers of shaving products & other personal care products. Gillette was earlier a standalone company and it got merged with P&G after the acquisition in 2005. The brand’s portfolio consists of a long range of the products extending from grooming products, oral care products, even alkaline batteries to personal care products. The company extends the product line to both men and women segments. The company has broad range of products in the men’s grooming market and it positions its product in premium segment. The brand at current is facing competition in the shaving foam, gel, cream segments due to various players like Park Avenue, V john, old spice giving a tough competition while the competition in the razor market is less intense with Gillette occupying major share of market.

History of Gillette India

Gillette entered in India in 1984 by the name of Gillette India and was promoted by Gillette Company U.S.A.(Gillette) and House of Poddar Enterprises(HOPE). At that time the company used to manufacture only stainless steel razor blades. Gillette Company U.S.A. entered into a collaboration for setting up a company for manufacturing stainless steel razor blades in the country. The company also agreed to subscribe 24% of equity capital in the same. The very next year, company launched an IPO to raise $26 million help funding the setup of its plant in Rajasthan. In 1986, Gillette agreed to set up a plant for manufacturing 200 million razor blades per annum.

4 Ps

Product: Gillette has product under 3 product lines:

1. Personal grooming

2. Portable power

3. Oral care.

Personal grooming includes shaving care items like razors/blades, shaving gels/foams, after shave lotions. Portable power includes alkaline...