Gillette Case Study

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Table of Contents:

1. Executive Summary:

• The Gillette is a world-renowned brand in the bush of the Procter & Gamble Company. The Gillette is dealing in toiletry products Grooming products mainly for men;
• For more than 100 years, Gillette had stood with men through early mornings, late evenings, and everything in between. And, while a lot change in a century, a good deal stays the same. Like the belief at heart of why the people of Gillette get up every morning to make men’s lives little easier
• The Company has a presence in more than 180 countries and captured 65% of the global market shares;
• The Company’s objectives are to win the customer at the ‘Zero moment of truth’ when they are in search of information and also to win the ‘Second moment of truth’ – when the customer uses the product, evaluate the expectations and decides whether it was a good value.
• The company’s international sales have been declined by 20% in the past two years. The Company should seriously focus on the new measures to be taken to remain the leader in the market;
• The company’s sales have been down by 8% in the fiscal year 2016. Simultaneously the profits of the company have also been down by 13% downfall in fiscal year 2016;
• The company is spending a good amount of money in its branding and promotion. The Company has been running event basis campaigns and also sponsoring famous personalities as its Brand ambassador;
• The study is being conducted to find out the possible marketing plan to increase the sales of the Company;
• The report has been prepared on the basis of the available information from the various secondary sources. The productwise, companywise and marketwise information has been obtained through such secondary sources and necessary assumption has been taken wherever necessary to complete this report. Therefore, the genuineness of this report is based on the sources available and the assumptions.

1. INTRODUCTION:

1. Mission Statement:

“Gillette has been at the heart of men’s grooming for over 100 years. Each day, more than 800 million men around the world trust their faces and skin to Gillette’s innovative razors and shaving products. This commitment to giving men the very best is carried into our line of personal care products, including deodorant and body wash. All designed for the unique needs of men – helping them to look, feel and be their best every day.”

1. Gillette’s Belief: 

“For more than 100 years, Gillette had stood with men through early mornings, late evenings, and everything in between. And, while a lot change in a century, a good deal stays the same. Like the belief at heart of why the people of Gillette get up every morning to make men’s lives little easier.”

1. Brief History:

Since its inception 1901, the Gillette Company has been the leader amongst the other existing players in the market in shaving innovation, delivering the cutting edge technology to its customers.  In 2005, the Gillette was merged into world giant The Procter and Gamble (P&G).

In this worldwide competitive man’s grooming market, through its ground-breaking Razors and innovative blades, the Company has justified its spirit and proven itself as the market king and has captured estimated 65% of the global market share. In 2006 the Company revolutionized the market with its 5 blade razor Gillette Fusion. Some of the renowned products are:

1. Gillette Fusion Proshield;
2. Gillette Fusion Proglide;
3. Gillette Fusion;
4. Gillette Mach3 Turbo;
5. Gillette Sensor 3;
6. Gillette Mach 3;
7. Gillette Customplus 3

The Company P&G owned total 14 research and development centers, out of which two are dedicated to Gillette which are situated in Boston, USA and Reading, UK.