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8/4/2019 Gillette - Copy
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Submitted By:Sushant Sharma
Aman DhullPranav Kaul
Tarun Suri
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I
ntroduction
Founded in 1901 by King Camp Gillette was
one the first worlds multinational
organization.
Headquartered in Boston (United States).
Gillette is global leader in field of safety
razors and personal care products.
Brand of Procter & Gamble, acquired in 2005
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Objective
To offer consumer high quality shaving
products that would satisfy basic groomingneed at a fair price.
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History
It was founded in 1901 by King C Gillette as safetyrazor company
Gained more than half of the entire razor and
blade market. In 1955 two unrelated acquisitions made:
Toni company
Paper Mate pen company
Which resulted in price per share of $1.33, earlierwhich was $6.30 per share.
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In 1962 English firm Wilkinson Sword
introduced stainless steel blade Wilkinson Sword began taking market share of
Gillette
But Wilkinson failed to exploit the niche itcreated.
Finally Wilkinson sold its blade business to
Gillette.
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Diversification In 1960 Vincent Ziegler became the new CEO,
was very aggressive marketing oriented andambitious.
Believed in diversification through acquisition Acquired:
Braun AG
S .T DuPont
Buxton Leather Goods
Jafra cosmetics
Earning per share rose to $2.83 in 1974
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In 1976 Colman Mockler was the new CEO
His strategy to cut cost and use that money inad and product development.
Mockler era was most successful of Gillette.
Innovation of disposable razor Good Newsand Daisy razor for women.
One of the most successful marketing
campaigns in history, Gillettes The best aman can get .
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Current Business Segments and
Products
Three main Segments
Grooming products
Portable power Oral care
Two secondary Segments
Braun Products Stationery division
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Net Sales and Operating profit of
various segmentsBlades And
RazorsPersonal Care Duracell Oral care Barun
Net
Sales
Profit Net
Sales
Profit Net
Sales
Profit Net
Sales
Profit Net
Sales
Profit
2002 41% 72% 10% 3% 22% 13% 15% 12% 12% 4%
2001 40% 76% 10% 5% 24% 14% 14% 16% 12% 7%
2000 38% 84% 11% 7% 26% 30% 13% 15% 12% 6%
1999 32% 56% 11% 4% 28% 28% 6% 4% 16% 7%
1998 30% 50% 12% 2% 26% 26% 6% 4% 17% 13%
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ro ucts nes ro uct xesBlades And
Razors
Personal Care Duracell Oral care Barun
For Men Shaving gel Andfoams
GeneralUseBattries
Manual ToothBrushes
Buran KitchenApplinces
Mach 3 Gillette Series Copper Top Advantage
Indicator
Hair Care &
Epilation
Mach 3 Turbo Satin Care Ultra Prismatic Cross Action
Stages
Steam Iron
Atra Antiperspirant
Special battries
Power
toothBrushes
Personal
Diagonistic
Trac 2 Gillette Series Photo Hearing aid 3D excel
Good news Right Guard Camcorder 3D Pulsating
Sensor Dry Idea Watch Cross action Kids
Women deodorants Electronics Tooth Brush &
Mouth rinse
Venus Home Medical Oral-B Stages
sensor
Daisy
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FinancialI
nformation By BusinessSegment (In millions)
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Blades And
razors
Personal Care Duracell Oral Care Braun
2002
Net Sales 3435 816 1898 1248 1056
Profit 1299 51 233 222 75
Identifiable
assets
3170 520 2741 1094 1065
Capital
Expenditure
168 40 67 69 57
2001
Net Sales 3200 801 1953 1149 981
Profit 1141 68 217 240 98
Identifiable
assets
3195 515 2932 976 963
Capital
Expenditure
222 49 162 92 69
2000
Net Sales 3177 875 2137 1079 1042
Profit 1272 100 456 226 94
Identifiable 3740 538 3304 901 1078
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Marketing Strategy
Gillette launched a massive marketing
operation
Sold razors for free so as to sell more blades Gillette's low prices, automated
manufacturing facilities, and advertising
turned him a millionaire.
Gillette sued his competitors to copy his
patented product
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Analyzing product/market scope- Market
analysis. To assess attractiveness of an
industry and segment, to know andunderstand what kinds of core competencies
are necessary to develop its strategy.
The Mach 3 has been introduced after 5 full
years devoted to R&D characterized by
ceaseless product improvement, constant
consumer testing around the world and the
creation of a marketing strategy.
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Promotion
Gillette has a long history of promotions for its
products, especially towards young men
Athletes such as Roger Federer, Tiger Woods,
Shoaib Malik, Derek Jeter, Thierry Henry,Kenan Sofuoglu, Park Ji-Sung, Rahul Dravid,
and Michael Clarke are sponsored by the
company.
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Trademark Gillette trademark was assigned to razors
and razor blades on October 13, 1908 with a
serial number 71034984.
Trademark for soap was awarded on
September 29, 1908, with serial number
71034985.
For shaving brushes on September 1, 1908with 71034986.
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Corporate Social Responsibility
Program Siksha under which they have
opened many Schools across the country
Associated with NGO CRY With Slogan Padega India To Badega India
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THANK YOU