MARKET STUDY ON CONSUMER

PREFERENCES TOWARDS

GILLETTE PRODUCTS

Submitted By:

PARITOSH SACHDEVA

M090700054

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TABLE OF CONTENTS

Table No. Particulars Page No.

1 ACKNOWLEDGEMENT 3

2 ABSTRACT 4

3 EXECUTIVE SUMMARY 5

4 INTRODUCTION

About the industry 6

About the Company 17

About the product 22

5 OBJECTIVES 36

6 SCOPE 37

7 RESEARCH METHODOLOGY 38

8 DATA ANALYSIS 39

9 CONCLUSION 57

10 LIMITATION 58

11 BIBLIOGRAPHY 59

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ACKNOWLEDGEMENT

The following project “Consumer preference towards shaving product and their shaving

habits in tri-city” was successfully completed under the guidance of Mr. S.R TANEJA

And I would also like to thank my institute Chitkara Business School, Chitkara

University for inculcating in me the management knowledge and skills and then

providing me with the best opportunity to apply and update my knowledge and skills.

Their guidance and efforts were vital for the completion of the project for which I am

thankful. I also thank to my friends for their valuable and insightful suggestions,

comments and criticism. All the people who filled up the questionnaire also deserve to

be appreciated for their help and cooperation.

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ABSTRACT

The project assigned to me during my last semester of MBA programmed was

“Consumer preference towards Gillette product and reason for their choices”. In this, I

have studied personal grooming industry and its major players.

The project aim at identifying the expenses incur on shaving product by Chandigarh

people, their shaving habits, blade/ razor brand used by them and what they like to use

after shaving. The study also checks out the whether they like to maintain a beared or

not and if yes then what kind of. This project will help to understand the preference of

Chandigarh consumer regarding shaving product and their shaving habits.

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Executive Summary

Gillette has been the leading brand in men’s grooming industry in India and across the

globe. Gillette with its wide range of products caters to the premium segment of the

men’s grooming market.

Gillette faces intense competition in the shaving preparations market (shaving

gel/foam/cream) whereas the competition in the razor market is not that intense. With

the intense competition Gillette has to cater to the various needs of the consumers.

This project aims at identifying the shaving habits of people in the tri-city and how these

shaving habits are different form one person to another. The monthly expenses incur on

shaving and whether they prefer to shave themselves or in saloon is yet another point

which will be taken into account while framing this project.

The study also talked about consumer preference and buying behavior for Shaving

products which include Razor, Gel, Cream and Foam and other brands.

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PERSONAL GROOMING INDUSTRY – AN OUTLOOK

Due to increased awareness and rising income levels, the industry is expected to

undergo a major shift from traditional double-edged razors segment to twin and triple

blades razors segment. Razor blade market has tripled from Rs 2 billion in 1986 to Rs 6

billion in 2006. In value terms, in 2003, double-edged blades comprised 78%, systems

15% and disposables 7%.

As per AC Nielsen/ORG's estimates, the domestic shaving preparations market in 2003

was pegged at Rs 1.5 billion. Within the industry, cosmetics and personal care industry

has been growing at an average rate of 20 per cent for the last few years. However,

current consumption is still below many countries in Asia which shows that there are

further growth opportunities.

In 2004, market size of men's personal care segment is estimated at approximately Rs

750 crores, with Gillette having the largest market share. Thus, the industry is growing

at a decent rate but still is at an infant stage and this offers great opportunities to

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players like Gillette and Colgate Palmolive to expand their customer base to include

higher number of lower middle class people and thereby increase their revenues and

profitability.

The shaving market in India is estimated at around Rs 1,500 crores. The market is

growing at around 7-8 per cent annually. Gillette is the market leader in razors and

blades. Its market share has been growing consistently.

A significant percentage of this market comprises consumers who get their shaves

done at salons. The potential is large as Indian men on an average shave only 2.5

times a week, far lower than, say, Koreans and Japanese.

COMPANY PROFILE

Vision: The Gillette co. is a globally focused consumer products marketers that seeks

competitive advantage in quality, value added personal care and personal use product.

We are committed to build shareholder value through sustained profitable growth.

Mission: To build total brand value by innovating to deliver consumer value and

customer leadership faster, better and more completely than our competition.

Gillette India Limited (GIL) is one of India's well-known FMCG Companies that has in its

portfolio GILLETTE MACH 3 TURBO, ORAL-B and DURACELL - world's leading

brands and has carved a reputation for delivering high quality, value-added products to

meet the need of the consumers.

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Incorporated in the year 1985 as Indian Shaving Products Limited, now Gillette India

Limited, its products speak for themselves. The company is always been known for the

strength of its brands, and always continues to penetrate deeper into the hearts of

Indian Consumers.

In the year 1990-91, the company launched two products, first was 7 0'Clock EJTEK PII

Shaving System and second was shaving cream with three variants. This was the First

time that a shaving cream was introduced in Indian markets with special features.

In the Year 1991-92, the company launched new technology Gillette products.

In the year 1992-93, the company launched the first advanced shaving product under

the Gillette brand name Gillette Presto ready shaver all over India. The company earned

distinction of being included for the first time in the top 100 companies in India, in terms

of Market capitalization as published in Business today.

In the year 1993-94, with the launch of Gillette Presto Ready shaver in February 1993,

the company commenced the launch of Gillette Shaving Products in India.

In the year 1995-96, launch of 7 0'Clock Ready II ready shave and prelaunch of shave

cream in two variants, further strengthened the Brand name. During the year the

company also launched under a distribution arrangement tooth brushes under a well

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known international brand name Oral-B, which met good success.

In the year 1996-97, the company launched the latest state-of-the-art Gillette Sensor

Excel shaving systems which met excellent consumer response. With the launch of

these various products, the portfolio of Gillette branded products has increased

significantly.

In the year 1997, the company launched World renounced Gillette Sensor Excel for

Women shaving system, which met great response. It also launched Gillette Shave

foam which was met with good consumer response.

In the year 1998, the company successfully launched the Gillette Series range

comprising Shave gel, Shave Foam, After Shave Splashes, Conditioners and

Deodorants, thereby making it the premier male grooming company

In the year 1999, the company introduced Gillette Series shave gel tube and Gillette

Sensor Excel single cartridge pack. Also successfully launched Cool wave and Wild

Rain range of personal grooming products under the Gillette series line. In the First

month of new Millennium, the company launched Gillette Mach 3.

In the year 2000, the company launched successfully Gillette Sensor Excel for women

grooming category, and also launched Pacific Light. It also launched Geep laserlite, a

Sport flashlight. Company successfully consolidated Duracell and Wilkinson business to

leverage distribution strengths with mega displays and sales promotion.

In the year 2001, the company launched the Gillette Series Arctic Ice Line of products

during the first half and undertook a series of very successful consumer promotions

across product lines. It also launched the Gillette Series Satin Care for Women Wild

Berry Line, the Cool Blue Mach 3 and Gillette Centennial Packs during the course of the

year.

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Gillette India was ranked amongst the Top Ten Best Employers of India in Best

Employers of India conducted by Hewitt Associates and Business Today magazine.

In the year 2002, this was the year of turnaround for the company. In the first Quarter of

2003 unveiled a whole new range of premium displays and POS of Duracell to establish

leadership in alkaline batteries segment.

In the year 2003, Company successfully re-launched Gillette Foam in 4

Variants .Duracell also launched its Ultra M 3 AA batteries, which was well received by

consumers. Oral Care launched Power Oral Care brushes, which were well received in

the market. Towards the End of 2003, Company launched Gillette Vector Plus.

In the year 2004, the Company launched Storm Force, a revolutionary after shave

splash and New Ultra Comfort Shaving Gel .In the fourth Quarter, Company launched

two new Gillette Series Tube Shave Gel variants, namely for Sensitive skin and

Moisturizing, to suit different skin types.

In the year 2005, Company launched new improved Gillette Vector Plus featuring all

new contemporary look. The Gillette Company, USA was acquired worldwide through

merger in October, 2005 by Procter& Gamble Company, USA creating the largest

Consumer products Company in the World.

In the year 2006-2007, Company launched Gillette Presto Plus for more discerning

consumers. Oral B brand launched Oral B Vision and Kid in Premium Market Segment.

In the year 2007-2008, Company launched The Gillette Winners program that had

sports legends Roger Federer, Thierry Henry and Tiger Woods and Rahul Dravid.

An innovative program "Free Dental Check up" was organized to enable consumers to

benefit from expertise of professional dentists at no cost. Oral-B brand launched a new

variant "Shiny Clean" targeted at the value segment.

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COMPETITORS

COLGATE PALMOLIVE

Colgate-Palmolive has three products in the shaving cream/gel/foam segment.

Palmolive shaving creams are enriched with revitalizing sea minerals, this rich formula

refreshes and against irritation.

They are formulated with soothing Aloe-Vera, this rich foam is mild on skin and helps

guard against irritation. One variant is a creamy formula featuring palm extract to

hydrate and moisturize skin.

This cream in a long thin tube is very easy to use. As you just put onto your face and

use your shaver and it will get all your stubbles of your face leaving it nice and

smooth.

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PROCTOR & GAMBLE

Old Spice is one of the top brands across world in the shaving products category. In

the shaving cream market it has a good hold over the perception of the consumers.

It is recognized by its fragrance and is seen as a macho brand.

It is has products in all the three categories (cream, gel and Foam). Old Spice is also

present in after shave market and it also have after shave product is very dominant in

the market.

It has a lot of products in the shaving products market. This also makes the brand

much stronger than its competitor.

HINDUSTAN UNILEVER LIMITED

Hindustan Lever Limited is the biggest player in the Indian FMCG market. It has two

brands in the shaving cream segment Axe and Denim. HLL has extended its brand

Axe which is a success in the deodorant market to the shaving creams.

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The Axe shaving cream has very good awareness scores among the consumers. It

comes in various fragrances, colours and its packaging also has many variants.

Denim is another shaving cream from the house of HLL. This is almost in the same

segment as that of Axe in terms of price and product attributes.

GODREJ

Godrej is the domestic brand of shaving cream for Indian market. Recently Godrej has

invested heavily for the expansion in this market. They have bought a shaving cream

manufacturing and marketing company in South Africa and are looking forward to

some other alliances for the presence in global market.

The shaving cream from Godrej is among the lowest priced shaving cream in the

market. It is targeting the price sensitive customer in the Indian market. But the quality

of the product is satisfactory in spite of it’s near about half the price than its

competitors. Although, variants are few in terms of size, fragrance and packaging, it is

still in the shopping list of many consumers

Other Competitors

Brands like FA, Dettol and Park Avenue are also present in the market. Although they

do not account for a very significant market share but then also the awareness of

these brands is fair enough to consider them as competitors.

Dettol is associated with antiseptic attributes and is quite popular with health

conscious consumer. Other brands like FA and Park Avenue focus on the regular

consumer by portraying themselves as a sporty cool brand by associating with

adventurous lifestyles.

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TYPES OF RAZORS

Safety razors: A safety razor is a razor that protects the skin from all but the very edge

of the blade. These razors eliminate the possibility of serious injury, which makes them

more forgiving than a straight razor.

Single-edge razors

A less common variety of the safety razor is the single-edge razor. This razor is so

named because the blades have a single edge rather than double edges. These razors,

although not in use as much as they were in the 20th century, are still available

worldwide.

The most common of the single-edge razors were made by the American Safety Razor

Company under the name Ever-Ready using its "'Radio' Blades"; the company also

produced a shaving brush, which it called "The Honest Brush".

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Another was the Gem Safety Razor Company under the name "Gem Damaskeene

Razor". It is possible to use common hardware-store blades for shaving, although most

shavers use blades that are made specifically for shaving.

Modern Safety Razors:

Double-edged safety razors

It is a traditional double-edged razor blade with its typical recognizable shape. Until the

early 1970s, most safety razors were manufactured to accept a single, disposable razor

blade. These blades were manufactured with either one or two sharpened edges,

depending upon the design of the razor.

This style of razor is made by a number of companies such as Merkur, Treet, Weishi,

and Parker. The blades are still being made today in a wide variety of countries

including the USA, Israel, Russia, Korea, Japan, and Egypt. Some of the brand names

include Merkur, Feather, Racer, Bigben, Lord, Treet and Bic.

Cartridges introduced

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An innovation was the replaceable blade cartridge containing the blade which reduced

the risk of the user receiving a cut from the unprotected blades used up until then.

These took the form of a cartridge, with the blade fixed within a plastic enclosure of the

type still in use today.

In 1965 Gillette introduced the Techmatic razor which utilized a cartridge with a steel

strip that could be wound forward to expose a fresh section of new blade.

Twin blades

Circa 1971, Gillette introduced the Trac II, designed by Francis Dorion, which was the

first mass-produced multi-blade razor available in the United States. Rather than

accepting standard razor blades, this razor was fitted with a proprietary disposable

blade cartridge containing two separate blades.

The claim is that research shows that twin blades give a closer shave than single,

because of hysteresis,the first blade tends to pull the hair, and the hair is unable to

retract into the skin before the second blade cuts it, resulting in a closer shave.

Whether, or the degree to which this works, is debatable.

By controlling patents on the Trac II razor, Gillette was able to assure repeat sales of its

multi-blade cartridges for use in its razor. This was a natural extension of the razor-and-

blades sales philosophy.

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Gillette was able to sell these cartridges at a higher price than the single blades, leading

to higher profits. Competitors Schick and ASRCO were quick to follow this change,

introducing their own multi-blade razors.

Gillette subsequently introduced the Atra twin-blade razors (known as Contour in many

parts of the world), which featured a pivoting razor head that the company claimed

would more closely follow the shape of the face. The Trac II Plus and Atra Plus blades

introduced later incorporated a "lubricating strip".

Gillette followed the Atra system with the Sensor system, which featured twin blades

that were individually spring-loaded to adjust to the contours of the face. The Sensor

system was later modified as the Sensor Excel system.

Disposable razor

The next innovation came with the introduction of the disposable razor in 1974. Instead

of being a razor with a disposable blade, the entire razor was manufactured to be

disposable.

Gillette's response was the Good News disposable razor which was launched on the US

market in 1976 before the disposable was made available on that market.

Shortly thereafter, Gillette modified the Good News construction to add an aloe strip

above the razor, resulting in the Good News Plus. The purported benefit of the aloe strip

is to ease any discomfort felt on the face while shaving.

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Plastic disposable razors and razors with replaceable disposable blade attachments,

often with two or three cutting edges (but sometimes with four and as of recently, five

cutting edges), are in common use today.

3- and 4-blade cartridges introduced

Gillette introduced the first triple-blade cartridge razor, the Mach3, in 1998, and later

upgraded the Sensor system by adding a third blade to create Sensor3. This escalated

the "arms race" with rival Schick/Wilkinson Sword.

The marketing competition for blades in a cartridge has been parodied since the 1970s.

The debut episode of Saturday Night Live in 1975 included a parody advertisement for

the Triple Trac Razor, shortly after the first two-blade cartridge for men's razors was

advertised.

In 2004, a satirical article in The Onion entitled "Fuck Everything, We're Doing Five

Blades" predicted the release of five-blade cartridges, two years before their commercial

introduction.

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Schick/Wilkinson responded to the Mach3 with the Quattro, the first four-blade cartridge

razor. These innovations are marketed with the message that they help consumers

achieve the best shave as easily as possible.

Another impetus for the sale of multiple-blade cartridges is that they have high profit

margins. With manufacturers frequently updating their shaving systems, consumers can

become locked into buying their proprietary cartridges, for as long as the manufacturer

continues to make them. Subsequent to introducing the higher-priced Mach3 in 1998,

Gillette's blade sales realized a 50% increase, and profits increased in an otherwise

mature market.

Electric Razors: The electric razor (also known as the electric dry shaver) has a

rotating or oscillating blade. The electric razor usually does not require the use of

shaving cream, soap, or water. The razor may be powered by a small DC motor, which

is either powered by batteries or mains electricity.

Many modern ones are powered using rechargeable batteries. Alternatively, an electro-

mechanical oscillator driven by an AC-energized solenoid may be used. Some very

early mechanical shavers had no electric motor and had to be powered by hand, for

example by pulling a cord to drive a flywheel.

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Quartile sales of Gillette India (in Rs crores)

Dec '09 Mar '10 Jun '10 Sep '10 Dec '10

Sales Turnover 201.68 221.81 251.53 247.01 254.46

Other Income 5.59 7.61 2.88 8.98 10.89

Total Income 207.27 229.42 254.41 255.99 265.35

Total Expenses 145.67 160.96 221.16 186.54 230.61

Operating Profit 56.01 60.85 30.37 60.47 23.85

Gross Profit 61.60 68.46 33.25 69.45 34.74

Interest 0.03 -- -- -- --

PBDT 61.57 68.46 33.25 69.45 34.74

Depreciation 2.93 3.03 3.65 3.79 3.97

Depreciation On Revaluation Of

Assets

-- -- -- -- --

PBT 58.64 65.43 29.60 65.66 30.77

Tax 21.17 22.73 10.99 22.77 10.75

Net Profit 37.47 42.70 18.61 42.89 20.02

Earnings Per Share 11.50 13.10 5.71 13.16 6.14

Book Value -- -- -- -- --

Equity 32.59 32.59 32.59 32.59 32.59

Reserves -- -- -- -- --

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Face Value 10.00 10.00 10.00 10.00 10.00

GILLETTE PRODUCT

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Product Range

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Trac II was the world's first two-blade razor, debuting in 1971. Gillette claimed that the

second blade cut the number of strokes required and reduced facial irritation.

Trac II Plus is an identical model but adds a lubricating strip at the top of the blade. The

blades and handles are interchangeable.

The European versions of the Trac II and Trac II Plus are known as the GII and GII Plus

respectively.

Atra (known as the Contour, "Slalom" in some markets) was introduced in 1977 and

was the first razor to feature a pivoting head, which Gillette claimed made it easier for

men to shave their necks.

Atra Plus featured a lubricating strip, dubbed Lubra-Soft.

Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades.

Gillette claimed that the blades receded into the cartridge head, when they make

contact with skin, helping to prevent cuts and allowing for a closer shave.

The Sensor for Women was released around the same time and is nearly identical, but

has a wider cartridge head.

Sensor Excel was released in 1995. This featured "Microfins," a piece of rubber with

slits at the bottom of the cartridge and Gillette claimed this helped to raise facial hairs,

making for a closer shave.

Sensor 3 has three blades instead of two. All Sensor handles can use all Sensor

cartridges. The Sensor range remains in production.

Blue II is a line of disposable razors. In Latin America, it is marketed as the

Prestobarba.

Blue 3 is a line of three-blade razor, cheaper version of Sensor 3 (Sensor compatible).

available also in disposable variant.

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Mach3 The first three-blade razor introduced in 1998, which Gillette claims reduces

irritation and requires fewer strokes. It claimed five improved micro fins, improved spring

blades, and a pivoting head with greater flexibility than previous Gillette products.

It used a blue lubrication strip that faded as the razor was used to encourage users to

change their blades more frequently. The Mach3 razor and blades is the best selling

razor of all time.

Mach-3 disposable The above with a different plastic handle.

Mach3 Turbo had ten micro fins as opposed to the five on the original, a new grip and

claims improved lubrication and "anti-friction" blades. All Mach3 blades are

interchangeable between the three products in the range, so it is possible to use the

Mach3 Turbo blades on a Mach3 razor.

Mach3 Turbo Champion has a slightly different handle design.

M3Power is a battery-powered version of the Mach3 Turbo razor which can also be

used with the power switched off. The blades differ from Mach3 Turbo in having what

Gillette says is a new blade coating which it describes as "Power Glide".

The lubrication and micro fins are identical to Mach3Turbo.

The Mach 3 Power Nitro has a slightly different handle design.

Venus is a female version of the Mach 3. Mach 3 blades can attach to a Venus handle

and vice versa.

Venus Divine is a female version of the Mach3 Turbo.

Venus Vibrance is a female version of the M3Power. Venus blades are

interchangeable across the line.

Venus Embrace is a five-bladed razor with a ribbon of moisture surrounding the blades.

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Venus Breeze is a three-blade razor with shave gel bars built into the head of the razor.

Venus Spa Breeze is essentially the same as the Breeze, but with a white tea scent to

the shave gel bars.

Venus Pro-Skin Moisture Rich, launched in January 2011 in the United States, is an

updated version of the Breeze, featuring Moisture Rich shave gel bars that are

enhanced with a triple blend of body butters.

Gillette Fusion is a five-bladed razor released in 2006. The Fusion

has five blades on the front, and a single sixth blade on the rear for

precision trimming.

Gillette Fusion Power is a motorized version of the Fusion. The

Fusion Power is battery powered and emits "micro pulses" that are

claimed to increase razor glide.

Fusion Power Phantom The Fusion Power Phantom (Stealth in UK) was released in

February 2007. It features a redesigned handle and a darker color scheme than the

original.

Fusion Power Phenom was released in February 2008. It has a new blue and silver

color scheme.

Fusion Pro Glide and Fusion Pro Glide Power were launched on June 6, 2010 in

North America. It claims to have re-engineered blades with edges that are thinner than

Fusion.

DISTRIBUTION NETWORK

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Gillette’s own network in India reaches 1 lakh outlets in 3600 towns and Now Using

additional P&G distribution channel. They are also using Hub and spoke approach in

which they have 20 hub cities and spokes are Tier 2 and Tier 3 cities. Spokes are

simple, and new ones can be created easily.

In this example Nagpur is the hub and we have P & G depot also from where Gillette

perform its distribution network. The advantage of this is that the complicated

operations, such as package sorting and accounting, can be carried out at the hub,

rather than at every node, which control the overall cost of operation of Gillette

Company.

GILLETTE COMPANY ADVERTISEMENT

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Nagpur (Hub)

P & G Depot

PRICING

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Razors

Name Price Super Max 3

(Competitor)

Vector Plus speed

(4 Blade)

Rs 44

7’o clock Rs 31

7’o clock PII Rs 75 Rs 75(Bundles of 5)

Mach 3 Turbo Rs 199

Sensor Excel( Women) Rs 190

Satin care Rs 35

Gillette presto( 5 blades) Rs 75

Foam

Name Price Competitor Price

Moisturizing

250 gm

Rs 210 Old spice fresh lime

250 gm

Rs 195

Conditioning

250 gm

Rs 210

Sensitive skin

250 gm

Rs 210

Gel

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Name Weight Price

Gillette Gel 60 gm Rs 53

Palmolive 70 gm Rs 45

Godrej 70 gm Rs 41

FA 80 gm Rs 42

Dettol 90 gm Rs 40

AU 79( Aditya Birla Group) 70 gm Rs 39

After shave

Name Price

Gillette Rs 260

FA Rs 170

Axe Rs 130

Old Spice Rs 125

CORPORATE SOCIAL RESPONSIBILITY

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P&G launches SHIKSHA'08: You can now help educate more Underprivileged children

via simple brand choices P&G commits Rs. 1 crores to its partner CRY, which will be

allocated to projects focused on enabling the child's right to education.

Project Shiksha is part of P&G's global philanthropy program P&G Live, Learn and

Thrive that focuses on the development of children in need across the globe, with

Education of Children via Shiksha being the priority in India.

Till Date, Shiksha has set 67,000 children across 435 communities on the path to the

right to education with a donation of over Rs.4 crores.

P&G announces Shiksha’school education program of underprivileged children in India.

After helping lead over 67,000 children on the path of education over the last 4 years,

Procter & Gamble in partnership with Child Rights and You is back again with SHIKSHA

2008.

India has the world’s largest number of children out of school. Every child in India has

the right to free, quality education, but still approximately one out of every two children,

(close to 200 million) do not go to school.

Even as the economy continues to grow at a fast pace, statistics indicate that there are

many challenges like poverty that will need to be taken in stride if this growth is to be

sustained. In an attempt to make a difference is when Procter & Gamble in partnership

with Child Rights and You, launched Shiksha, a National Consumer Movement now

running in its 4th year.

Shiksha, P&G’s Corporate Social Responsibility Program makes it easy for all

consumers to help educate underprivileged children by simply buying any of P&G’s

large packs of Tide, Ariel, Pantene, Olay, H&S, Rejoice, Vicks VapoRub, Whisper,

Gillette Mach 3 Turbo, Gillette Series, Oral B, Duracell or Pampers in the months of

April, May & June ‘08.

With a motto of ‘Padhega India, Badhega India’ Shiksha believes that the secret to a

Brighter India lies in the quality education of our children. In this endeavour with us to

bring Shiksha to life is key NGO partner CRY.

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With the help of CRY, the Shiksha projects include ones that work with the State

Education Departments to re-look at existing education policies; create awareness to

build more schools with better infrastructure and basic amenities like water, electricity,

health; enroll more children into formal schools and promotion of retention in schools;

and build all-round development of children.

Informing about Shiksha, Shantanu Khosla, Managing Director, and P &G India said,

"As the economy grows at 8-10% levels, we need to ensure that we lay down a strong

foundation for this growth to continue by investing in our future generation.

In that context, education becomes a fundamental issue that needs to be addressed.

P&G globally is committed to the cause of development of children in need via its

corporate cause P&G Live, Learn, Thrive and Shiksha is our response to the situation in

India.

Shiksha is unique because it empowers the consumer to make a difference simply by

choosing to buy quality products from P&G. Shiksha is not just an initiative of one

corporate and an NGO but a passion we as an organization strongly believe in.

‘Padhega India’ Tabhi tho ‘Badhega India’."

Irwin Fernandes, Director Western Region, Child Rights and You said, "The financial

support P&G, its media partners and consumers provide to CRY’s work is invaluable.

Even more critical, however, is the awareness of child rights that Shiksha helps create

and the avenues it provides for each of us to bring about change with social justice.

India will only achieve her true potential, when we make child rights our topmost

national priority. To do this we have to go beyond schemes and programs to address

the real obstacles to growth – caste, class, gender and governance.

P&G’s choice to go beyond tokenism, to partner CRY and take the challenging route is

truly inspiring. I urge every Indian citizen to stand up for child rights.

Shiksha Supporter and Award Winning Actress Kajol said, "Shiksha, education, is one

of the most critical factors deciding the choices that life offers to a child. However,

millions of children in this country today are being deprived of this very important

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opportunity because quality education is only possible when every child has adequate

nutrition, proper healthcare, can live in safe surroundings, is free to study, rest and play,

and doesn’t have to work for a living.

I support project Shiksha in its endeavors to make a difference said Kajol

Shiksha Supporter and Veteran Actress Sharmila Tagore said, "I believe education

plays a fundamental role in shaping a citizen and leads the country to greater heights. In

that sense, education can be the foundation for an India we seek today where every

child explores his or her full potential and has the right to do so.

Therefore, it is heartening to know that people like you helped support the education of

67000 children last year. I urge people across India to participate in Shiksha and make

a tangible difference to the lives of the little ones."

Shiksha supported projects in 2006 – 2007. 1. JAAG (Mumbai, Ratnagiri, and Raigad,

Maharashtra), 2.Lokhit Samajik Vikas Sanstha (Osmanabad, Maharashta), 3. The

Association of People with Disability (Kolar, Karnataka), 4.Adhar (Bolangir, Orissa),

5.Mandra LC (Purulia, WB), 6. Paridhi (Bihar), 7. Judav (Madhupur, Jharkhand), 8.Jan

Shikshan Kendra (UP), 9. Jan Mitra Nyas (Varanasi, UP), 10.Hanuman Van Vikas

(Udaipur, Rajasthan), 11.Doaba Vikas Evam Utthan Samiti (Kaushambi, U.P.

Gillette Children's Specialty Healthcare

Is an independent, not-for-profit hospital located in St. Paul, Minnesota, with clinics in

Duluth, Burnsville, Maple Grove, Minnetonka, and services for adult patients at our

33

St.Paul - Phalen Clinic Gillette is internationally renowned for a level of pediatric

expertise that distinguishes us from many health care organizations.

Gillette Children's Specialty Healthcare

St. Paul Campus

St. Paul - Phalen Clinic  

Brainerd Lakes Clinic

Burnsville Clinic

Duluth Clinic

Maple Grove Clinic

OBJECTIVES OF THE STUDY

Consumer preferences towards shaving products and their shaving habits.

To find out the preference of shaving product and reasons for their choice.

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To find out how frequently they shave.

To check out expenses incurred on shaving.

Do they like to shave themselves or to visit parlor

Kind of look and beared they prefer to maintain.

Population size- The project specially meant for Men only as they are the ones who

engage in shaving habits. So, data is collected for those men who do shave on a

regular interval of time.

Sample size- Sample size for this project was 150.

Location- Data was collected within Chandigarh people from different age groups. Data

collected from colleges, Shopping Malls and other Residential Areas.

QUESTIONNAIRE DESIGN

First of all for designing the questionnaire, there are scaling techniques available like:

1) Comparative Scales.

a) Paired Comparison

b) Rank order

c) Constant Sum

d) Other Techniques

2) Non – Comparative Scales

a) Continuous Rating Scales

b) Itemized Rating Scales

Likert Scale

Semantic Differential Scale

Staple

Out of all these mentioned techniques for designing the questionnaire, I have opted for

Comparative Scale Technique since this way it becomes much more easy for

answering the questions and also the context in which the questions have been asked,

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gets delivered across to the other party easily. And thus we can analyze the responses

in a better way.

And to obtain the graphical view of the responses being generated, we have used the

Bar graph and Pie chart analysis, since it also helped in doing justification to the

responses being gathered from the sample, as it again clearly becomes visible that how

much percentage of customers agree with which question being asked and thus

accordingly a collective percentage of the participants, really helped us to gather/

conclude our findings in a more effective and an efficient manner

METHODOLOGY

Primary data- The data used is primary collected using questionnaire through one to

one interaction with respondents.

Sampling technique- The sampling technique of this research was non-probability one.

A non –probability sampling relies on the personal judgment of the researcher rather

than chance to select sample elements.

The researcher can arbitrarily or consciously decide which elements to include in the

sample. All People aged 17 to 55 years above of Chandigarh were randomly selected,

who have purchased Shaving Cream/Gel/Foam/Razors.

Research method- This survey is conducted through questionnaire..

Coding- After data collection, coding was the next step performed to help understand

and analyze the data by summarizing.

Data Analysis- Before going through the descriptive research, exploratory research

was done with a sample of 10 consumers, just to know whether they found any difficulty

in filling the questionnaire.. Descriptive statistic is also used in it in which pie- chart, bar

diagram, and column diagram are used to analysis the data.

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DESCRIPTIVE ANALYSIS

The study reveals that 32% respondent do shave on alternative days while 34% do

once within a week. On the other hand 15% are those who do shave on a regular basis.

So this shows that people of Chandigarh love to have a clean look.

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This pie chart indicate that 53% people take almost 10 minute for shaving while we

have some other who do shave within 5 minute also. Moreover 14% respondents take

15 minutes to do shave while there are hardly 2% respondents who do shave within 2

minutes or took 20 minutes.

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This graph gives you an idea about which traditional razor is highly used by the

consumers and no doubt Gillette razor is ranked first with highest 25, then we have a tie

between Wilkinson and 7’o clock but few of us know that these two brands are also a

part of Gillette Company itself.

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Traditional Razor

We have those razors also which are disposable in nature. In this category people like

to use Gillette guard and Presto which belong to Gillette Company itself. So Gillette also

holds its hands in disposable Razor Market too.

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This bar graph show that people used highly Mach 3, Mach 3 Turbo, Vector Plus which

are consider to be brands of Gillette Company. So this indicates that Gillette Company

dominated in this segment also.

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People are not found to use electric shaver but still there are some who use Philips

electric shaver and then followed by the Panasonic and Sanyo.

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Chandigarh people are not very price sensitive that is the reason they consider that the

above brands of razors which they mention are easy to use (101), available at retail

shops (32) and safe to use (67) instead of considering price issue.

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There is no doubt that Gillette is doing a good work in razor segment but in term of

shaving cream old spice is leading while Gillette is in number 2 and then followed by

Nivea and V-john.

44

Gillette and old spice are leading brands in Shaving foam category. Most of the

respondents are using these brands while there are some other respondents who are

using denim and Nivea brand too.

45

People love to use Gillette shaving gel. Moreover we have some people who use Nivea

and Park Avenue Shaving Gel. Likewise Chandigarh people are not very fond of using

soap for shaving purpose.

46

Most of the respondents used cologne/ perfume based after shave lotion i.e.37%. While

we have those personalities also who do not use anything after shaved i.e. 31%.

Moreover 13% used antiseptic lotion and 12% use moisturizing cream. Although a few

number of respondents use 7% alum.

47

87% respondents like to do shave in their home itself while 9% favor to go for barber

and 4% desire for saloon.

48

Most of the respondents incur an expensive of Rs 100 per month on their shaving habits

although 26% are those who are saying that we spend just Rs 50 per month. All in all

there are hardly 20% respondents who incur Rs 200 and 15% who incur Rs 150 per

month on their shaving habits.

49

56% respondents desire to have clean appearance whereas 31% are those who have a

preference for stubble beard. A few one have a preference for trimmed beard i.e.9% at

the same time a less number of people yearn for long beard.

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Count Age Total

20-25 yrs

25-35ys

35-45yrs 45-55yrs

Preference for Maintaining Beard

Yes 33 6 7 0 45No 41 20 15 28 105

Total 74 26 22 28 150

Respondents with age group 20-25 yrs like to have beard (33%) whereas those who are

above 25 yrs are not awfully eager to keep up beard for them selves.

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This pie chart demonstrate different age group of people used for the study. 48%

respondent dominated with the age group of 20-25 yrs then followed by 21% i.e 45-55

yrs,17%( 25-35 yrs) and finally 14% ( 35-45 yrs).

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53

Most of the respondents fall into the category of Rs 4-6 lacks while the other follows as:

Less than Rs 2 lac-7%

Rs 2-6 lac- 31%

Rs 6-8 lac- 17%

More than Rs 8 lac-9%

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Limitations

The respondents may, at times have given frivolous answers due to lack of

adequate knowledge and desire to impress the researcher, though adequate

measures have been taken by checking through counter-questioning.

Time and cost constraints were also there.

The survey was limited to Chandigarh region only.

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FINDINGS

Based on the analysis of the data collected, we can coclude the following –

People of Chandigarh love to have a clean look.

Gillette razor is ranked first with highest 25% this shows people prefer Gillete

razor as compared to other brands.

Gillette also holds its hands in disposable Razor Market too.

Gillette Company dominates in the category of replacement cartridges.

People are not found to use electric shaver but still there are some who use

Philips electric shaver and then followed by the Panasonic and Sanyo.

Gillette is doing a good work in razor segment but in term of shaving cream old

spice is leading

In shaving gel Gillette is again leading but Chandigarh people are not very fond

of using soap for shaving purpose.

Most of the respondents used cologne/ perfume based after shave lotion.

Maximum respondents like to do shave in their home itself.

Most of the people prefer clean appearance whereas some respondents with age

group 20-25 yrs like to have beard.

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Bibliography

Bajpai,V.N. & Garg, A. & kumar, S. (2008). Case Study, Gillette India: Sharpening the

innovation edge in 21st century, journal of IT and management, 7(2), (102-111)

Other source:

Www. Gillette India.com

Www. P & G.India.com

http://en.wikipedia.org/wiki/global_Gillette.

“All India status report on safety razors blades industry” by Shri. K.

Sampathkumar,Deputy Director(met),small industries service institute, Govt of India.

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