2. Overview
Background info on Gillette
Problems/Solutions company faced
Current info/issues
3. Background Information
Founded in 1901
Flagship product—safety razor
Company’s strengths:
Focus on scientific knowledge/studies
Innovative products
Large-scale manufacturing capability
Useful products sold at fair price
Sales in 2000: $9.3 billion
4. Global Company
Strategy: “To manage its business with
a long-term, global perspective”
Over 1 billion people interact with a
Gillette product every day
Manufacturing operations located in 23
countries
Distribution in 200+ countries
40,000+ employees
5. Vision Statement
“To build TOTAL BRAND VALUE by
innovating to deliver consumer value and
customer leadership faster, better, and more
completely than our competition.”
Fundamental Principles:
Organizational Excellence
Superior performance at every level
Core Values
Achievement, Integrity, Collaboration
6. Products Overview:
Worldwide leader in 12 major consumer
product categories
Focus on continual development of new
products
Currently introduces 20+ new products
per year
8. Grooming Products
World leader in male
and female grooming
products
Blades, razors
Wet, dry
700 million consumers
use Gillette razor blades
Shaving preparations
and after-shaves
9. BLADES & RAZORS SEGMENT
Grooming
Male & Female
Shaving Products Toiletries
Blades & Electric Pre-Shave Post-Shave Deodorants
Razors Shavers
Disposable Shaving Replacement
Razors Systems Blades
10. Introduction of project
The objective of the study is to understand the consumer
attitude and buying behaviour for Gillette Razor And
Foam.
To understand the former part, we created a focused
group
questionnaire and conducted a focused Group
Discussion
(FGD) on Shaving Cream, gel and foam.
11. Research Question and
Hypotheses
Are consumers more price conscious or brand loyal?
What are the factors that play the most important role
in a consumer's choice of buying shaving
cream/Razor?
What is the effect of non-attribute factors on the
purchasing decision of Gillette shaving gel/foam?
What are the factors that play the most important role
in a consumer's choice of buying shaving
cream/gel/foam?
12. Use of Marketing Research
Focus groups and surveys revealed:
Gillette must reform its approach by:
Emphasizing quality and brand equity
Discontinuing use of disposable razor ads
Developing new products
13. Role of Marketing Research
Told Gillette that it could change its former
price approach to the market by emphasizing
quality and brand equity as well as
introducing new products.
14. Marketing Research Problem
To determine the consumer’s opinions
regarding the quality of products over
their prices.
To determine the impact of Gillette’s
competition on its sales.
To determine the wants and needs of
consumers using Gillette’s various
shaving products.
15. Observations:
1)The surveyed sample considered Gillette to have the best packaging
among all the brands. This feature highlights the fact that point of
purchase is an important selling point for the shaving cream/shaving
Razor market and Gillette has been outperforming the competitors.
2)For price sensitive customers products like V-John, Godrej and Dettol
were more satisfying than Gillette.
3) The consumers are most satisfied with Gillette in all the cases except
when the purchasing decision is based on price along with additional
features.
16. Factor Analysis
A factor analysis was carried out to obtain the group of
attributes which can be grouped together. Hence 4 factors
were obtained as follows –
Factor 1 Product attributes (Fragrance, Brand Name,
Foam Formation, Ease of Use)
Factor 2 Price Sensitivity (Price, And Offers/Discounts)
Factor 3 Point of Purchase (Availability in Stores and
Stylish Package Design)
Factor 4 Additional Features (Colour of Shaving
cream/gel/foam and Ingredients)