this case is about the success of the gillete company

1. 1 of 2 21.12.2011
Please distribute this case
Case Study-Gillette India Ltd
Group 1 Roll nos 1 to 10
Group 2 Roll nos 11 to 20
Group 1 Roll nos 21 to 30
Group 1 Roll nos 31 to 40
Group 1 Roll nos 41 to 60
Each group will make a 10 minute presentation on
29.12.2011(Thursday)
Group 1 (Roll Nos 1 to 10) Do a SWOT analysis
Group 2(Roll Nos 11 to 20) Do a External analysis
Group 3(Roll Nos 21 to 30) Do a Internal analysis
Group 4(Roll Nos 31 to 40) What diversification strategy is
best?
Group 5(Roll Nos 41 to 58) Do a marketing audit for GIL
Good luck
Jameidas George

2. 2 of 2 21.12.2011
GILLETTE INDIA
Products-men’s products and others
Core values-achievement, integrity and collaboration
Global competitors for Gillette International
Product Competitors
Razor Schick, Wilkinson, Bic Pen Corp, American Razor
Pens Bic, Dupont, Papermate
Lighters Bic and local brands
Toothbrush Colgate, Unilever and other local brands
Batteries Panasonic, Kodak, Maxell, Energizer and local brands
Electrical GE, Black and Decker, Philips
appliances
The Gillette strategy revolves around the following parameters
Parameters Details
Stability Diversification, high profit margin, implementation of
employee metrics
Growth Branding, R&D, Compete in growing global categories
Retrenchment Premium pricing, Cost engineering
Gillette India(GIL)
The blades manufactured by the company were of two types, the premium
7 O’Clock Ejtek Super Platinum and the stainless brand 7 O’Clock Ejtek
Super Stainless. The company took over Sharpedge Ltd by acquiring the
entire share capital of that company.By 1989 the company diversified into
shaving preparations and launched the premium quality 7 O’Clock Ejtek
shaving brush. Sabre Pens Ltd, Sheen Dental Products Ltd, Klosershav
Products Ltd, and Vanity Cosmetic Ltd became wholly owned subsidiaries
of the company in 1991.
GIL’s product portfolio

3. 3 of 2 21.12.2011
Product Brand
Male grooming Gillette Presto, Sensor Excel, Mach III, shaving gel
Lower end shaving 7 O’Clock blades, Wilman shaving systems(Wilkinson)
products
Duracell Batteries
Triple blade shaving Mach Turbo, Vector plus
system
Personal care Storm Force after shave splash, New ultra comfort
shaving gel and Gillette series tube shave gel variants
Strategy adopted by GIL
• Focussed on branding across price lines
• Brand coverage-develop multiple products under the company brand
umbrella
• Pioneering the PRESTO disposable razor
• Focus on volume sales in India
• Core sector-toilet preparations
• 8-10% of sales revenue on advertising
• Other than shaving products are batteries and oral care business
under Oral B umbrella
Group Assignment for 29.12.2011(Thursday). 10 minute presentations
Group 1 (Roll Nos 1 to 10) Do a SWOT analysis
Group 2(Roll Nos 11 to 20) Do a External analysis
Group 3(Roll Nos 21 to 30) Do a Internal analysis
Group 4(Roll Nos 31 to 40) What diversification strategy is best?
Group 5(Roll Nos 41 to 58) Do a marketing audit for GIL