Vision and Strategy of GILLETTE Mission Statement The Gillette Company is a globally focused consumer products a marketers that seeks competitive advantage in quality, value added personal care and personal use products. We are committed to building shareholders value through sustained profitable growth. Vision To build total brand value by innovating. To deliver consumer value and customer leadership faster, better and more completely than our competition. Core Value Integrity, Achievement, and Collaboration. Global Competitors Razors – Schick, Wilkinsons, American Safety razor and Bic Pen corp Pens – BIC, SA Dupont, and Papermate. Lighters – BIC and other local brands ToothBrush – Colgate Palmolive, unilever and other Local brands Batteries – Panasonic, Kodak,Maxell, Energizer and local brands Electrical appliances – GE, Black n Decker, Philips and so on. Gillette Strategy. The strategy of Gillette revolves around stability, growth and retrenchment. Stability Diversification High Profit margin Implementation of employee metrics Growth Branding R&D Compete in growing Retrenchment Premium Pricing Cost engineering Glimpse of Gillette India The company was incorporated on 9th Feb, 1984 at Rajastan as razor blades and shaving systems, jointly promoted by the House of Poddar Enterprises (HOPE) and the Gillette Company USA with 24% equity capital. The agreement provided for technical collaboration by Gillette over the full range of technical know- how and technical assistance for the manufacture of razor blades, razors and shaving systems. It was named India shaving products Ltd. It is now called Gillete India (GIL) headed by Shri S.K poddar as chairman with shri zubair Ahmed as MD. The board has ten members and two of them are foreign nationals. The Blades manufactured by the company were of two types, the premium 7,O clock, super platinum and the stainless brand 7oclock super stainless. In 1991 it took over Sharpe edge ltd after the approval of the board. Now the company owns Wilkinson Brand in India as well. The total Market capitalization of the company as of January 2003 is approx. Rs 9.5 Billion. Gillette India product portfolio consists mainly of the upper end male grooming products with brands such as Gillette presto, sensor excel, march 3 and shaving gel. GIL has gained lower end shaving products such as 7oclock blades and Wilman shaving systems with the merger of Wilkinson sword India with itself from Jan 2000. Duracell India and Wilkinson sword India was merged with the company effective 2000. In 2004 the company launched the next generation triple blade shaving system, Gillette mach turbo and Gillette vector plus. In the personal care segment the company has launched storm force after shave splash and new ultra-comfort shaving gel and Gillette series tube shave gel variants. Strategy Adopted by Gillette India. Focused on branding across the price lines Brand coverage – develop multiple products under the company brand umbrella Pioneering the PRESTO- a disposable razor Focus on volume sales in India Core Sector – Toilet Preparations. Heavy Investment in advertisement- Rs 16.25crore in 2002 (According to senior company officials about 8-10% of the annual sales turnover of the company is earn marked for advertisement and market promotion expenses. Apart from shaving products Gillette India’s core thrust areas are portable power products comprising Duracell Alkaline batteries and oral-care business operating under Oral –B umbrella. Gillette India is focused on profitability and driving functional excellence. Main competitors in India are Reckitt Benckinser, BASF India and Henkel India. Questions According to the case what is the core business of Gillette, by using the Ansoff growth matrix how would you define Gillette’s growth strategy?

Vision and Strategy of GILLETTE Mission Statement The Gillette Company is a globally focused consumer products a marketers that seeks competitive advantage in quality, value added personal care and personal use products. We are committed to building shareholders value through sustained profitable growth. Vision To build total brand value by innovating. To deliver consumer value and customer leadership faster, better and more completely than our competition. Core Value Integrity, Achievement, and Collaboration. Global Competitors Razors – Schick, Wilkinsons, American Safety razor and Bic Pen corp Pens – BIC, SA Dupont, and Papermate. Lighters – BIC and other local brands ToothBrush – Colgate Palmolive, unilever and other Local brands Batteries – Panasonic, Kodak,Maxell, Energizer and local brands Electrical appliances – GE, Black n Decker, Philips and so on. Gillette Strategy. The strategy of Gillette revolves around stability, growth and retrenchment. Stability Diversification High Profit margin Implementation of employee metrics Growth Branding R&D Compete in growing Retrenchment Premium Pricing Cost engineering Glimpse of Gillette India The company was incorporated on 9th Feb, 1984 at Rajastan as razor blades and shaving systems, jointly promoted by the House of Poddar Enterprises (HOPE) and the Gillette Company USA with 24% equity capital. The agreement provided for technical collaboration by Gillette over the full range of technical know- how and technical assistance for the manufacture of razor blades, razors and shaving systems. It was named India shaving products Ltd. It is now called Gillete India (GIL) headed by Shri S.K poddar as chairman with shri zubair Ahmed as MD. The board has ten members and two of them are foreign nationals. The Blades manufactured by the company were of two types, the premium 7,O clock, super platinum and the stainless brand 7oclock super stainless. In 1991 it took over Sharpe edge ltd after the approval of the board. Now the company owns Wilkinson Brand in India as well. The total Market capitalization of the company as of January 2003 is approx. Rs 9.5 Billion. Gillette India product portfolio consists mainly of the upper end male grooming products with brands such as Gillette presto, sensor excel, march 3 and shaving gel. GIL has gained lower end shaving products such as 7oclock blades and Wilman shaving systems with the merger of Wilkinson sword India with itself from Jan 2000. Duracell India and Wilkinson sword India was merged with the company effective 2000. In 2004 the company launched the next generation triple blade shaving system, Gillette mach turbo and Gillette vector plus. In the personal care segment the company has launched storm force after shave splash and new ultra-comfort shaving gel and Gillette series tube shave gel variants. Strategy Adopted by Gillette India. Focused on branding across the price lines Brand coverage – develop multiple products under the company brand umbrella Pioneering the PRESTO- a disposable razor Focus on volume sales in India Core Sector – Toilet Preparations. Heavy Investment in advertisement- Rs 16.25crore in 2002 (According to senior company officials about 8-10% of the annual sales turnover of the company is earn marked for advertisement and market promotion expenses. Apart from shaving products Gillette India’s core thrust areas are portable power products comprising Duracell Alkaline batteries and oral-care business operating under Oral –B umbrella. Gillette India is focused on profitability and driving functional excellence. Main competitors in India are Reckitt Benckinser, BASF India and Henkel India. Questions According to the case what is the core business of Gillette, by using the Ansoff growth matrix how would you define Gillette’s growth strategy?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Vision and Strategy of GILLETTE

Mission Statement

The Gillette Company is a globally focused consumer products a marketers that seeks competitive advantage in quality, value added personal care and personal use products. We are committed to building shareholders value through sustained profitable growth.

Vision

To build total brand value by innovating. To deliver consumer value and customer leadership faster, better and more completely than our competition.

Core Value

Integrity, Achievement, and Collaboration.

Global Competitors

Razors – Schick, Wilkinsons, American Safety razor and Bic Pen corp

Pens – BIC, SA Dupont, and Papermate.

Lighters – BIC and other local brands

ToothBrush – Colgate Palmolive, unilever and other Local brands

Batteries – Panasonic, Kodak,Maxell, Energizer and local brands

Electrical appliances – GE, Black n Decker, Philips and so on.

Gillette Strategy.

The strategy of Gillette revolves around stability, growth and retrenchment.

Stability

Diversification

High Profit margin

Implementation of employee metrics

Growth

Branding

R&D

Compete in growing

Retrenchment

Premium Pricing

Cost engineering

Glimpse of Gillette India

The company was incorporated on 9^th Feb, 1984 at Rajastan as razor blades and shaving systems, jointly promoted by the House of Poddar Enterprises (HOPE) and the Gillette Company USA with 24% equity capital. The agreement provided for technical collaboration by Gillette over the full range of technical know- how and technical assistance for the manufacture of razor blades, razors and shaving systems. It was named India shaving products Ltd.

It is now called Gillete India (GIL) headed by Shri S.K poddar as chairman with shri zubair Ahmed as MD. The board has ten members and two of them are foreign nationals.

The Blades manufactured by the company were of two types, the premium 7,O clock, super platinum and the stainless brand 7oclock super stainless. In 1991 it took over Sharpe edge ltd after the approval of the board. Now the company owns Wilkinson Brand in India as well. The total Market capitalization of the company as of January 2003 is approx. Rs 9.5 Billion.

Gillette India product portfolio consists mainly of the upper end male grooming products with brands such as Gillette presto, sensor excel, march 3 and shaving gel.

GIL has gained lower end shaving products such as 7oclock blades and Wilman shaving systems with the merger of Wilkinson sword India with itself from Jan 2000.

Duracell India and Wilkinson sword India was merged with the company effective 2000.

In 2004 the company launched the next generation triple blade shaving system, Gillette mach turbo and Gillette vector plus.

In the personal care segment the company has launched storm force after shave splash and new ultra-comfort shaving gel and Gillette series tube shave gel variants.

Strategy Adopted by Gillette India.

Focused on branding across the price lines
Brand coverage – develop multiple products under the company brand umbrella
Pioneering the PRESTO- a disposable razor
Focus on volume sales in India
Core Sector – Toilet Preparations.
Heavy Investment in advertisement- Rs 16.25crore in 2002 (According to senior company officials about 8-10% of the annual sales turnover of the company is earn marked for advertisement and market promotion expenses.
Apart from shaving products Gillette India’s core thrust areas are portable power products comprising Duracell Alkaline batteries and oral-care business operating under Oral –B umbrella.
Gillette India is focused on profitability and driving functional excellence.
Main competitors in India are Reckitt Benckinser, BASF India and Henkel India.

Questions

According to the case what is the core business of Gillette, by using the Ansoff growth matrix how would you define Gillette’s growth strategy?

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