ASSIGNMENT 1:

Assignment 1:

Assignment 1:

Summary

Gillette is without peer in the grooming business. With manufacturing plants in 51 locations in 20 countries, the company has the scientific knowledge to create, and the technical ability to develop and produce, hair removal products that deliver a superior shave, whether wet or dry, whether for men or women. Additional market presence and support is provided by the Company's well-established deodorant/antiperspirant brands. Batteries are another thriving worldwide business in which the company competes successfully. Duracell, the most popular brand of alkaline batteries in the world, is the clear global leader in the growing alkaline battery market.Gillette's portfolio is organized into five segments: Blades and razors, Personal Care, Oral Care, Duracell, Braun. Gillette's portfolio consists of brands like Gillette Presto, Sensor Excel, Gillette Mach III and Gillette Series Shaving Gel. Gillette operates through Gillette Ltd, a company jointly promoted by Gillette Company, US and the House of Poddar Enterprise.

Table Of Content

Summary1

Table Of Content2

Introduction3

Discussion4

Marketing strategies and programmes5

Product:6

Price:6

Place:6

Promotion:7

Differential advantage/ Competitive edge7

Complementary strengths in innovation:7

Strengthening the range of brands8

Increased scale8

Restructuring9

Implications of restructuring10

Situational analysis11

SWOT Analysis11

Marketing objectives and goals12

Wider product portfolio12

Re-organization of the Business Units13

Making of a powerful rival13

Conclusion14

Reference15

Introduction

The Gillette Company is the world leader in the men's grooming product category as well as in certain women's grooming products. Although more than half of company profits are still derived from shaving equipment--the area in which the company started--Gillette has also attained the top spots worldwide in writing instruments (Paper Mate, Parker, and Waterman brands) and correction products (Liquid Paper), toothbrushes and other oral care products (Oral-B), and alkaline batteries (Duracell products, which generate almost one-fourth of company profits). Gillette maintains 64 manufacturing facilities in 27 countries, and its products are sold in more than 200 countries and territories, with more than 60 percent of sales occurring outside the United States.

Gillette follows an overall strategy of having two brands in any country that it operates in. One of the brands is the dominant brand (usually Gillette) and the other a national brand which coexists with the dominant brand. Analysis of the global strategy of Gillette in the framework proposed by Bartlett and Ghoshal for international competition, shows that Gillette follows a bi-pronged strategy.

Gillette follows the global strategy for products like shaving gels and shaving products that are not produced but are produced at a centralized location and imported. For these products it positions Gillette as the dominant and premium brand to cater to the high end segment. To attract the low end users , Gillette positioned 7o'clock as the national brand. Gillette manufactures all the double-edged blades (7o'clock , Wilkinson Sword and 365) . Because of the customization and local manufacturing of the blades, this strategy of Gillette can be classified as a multi domestic strategy.

Discussion

Gillette operates in three segments , of which the grooming and oral care segment contribute to the bulk of the company's profits. The rest of the business for GIL is covered by the batteries segment.

The largest market for Gillette in the grooming business is for the razor blades segment, ...