gillette razor
TRANSCRIPT
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CHAPTER - I
INTRODUCTION
Gillette was incorporated on 9th February 1984 at Rajasthan, house of
Poddar enterprise(HOPE) and Gillette company, U.S.A promoted it. Gillette has
been a leading brand in mens grooming industry in India and across theglobe.
Gillette with its wide range of products caters to the premium segment of the
mens grooming market.
Gillette is a brand of Procter & Gamble currently used for safety razors,
among other personal hygiene products. Based in Boston, Massachusetts, it is
one of several brands originally owned by The Gillette Company, a leading
global supplier of products under various brands, which was acquired by P&G in
2005. Their slogan is, "The Best a Man Can Get". The original Gillette Company
was founded by King C. Gillette in 1901 as a safety razor manufacturer.
On October 1, 2005, Procter & Gamble finalized its purchase of The
Gillette Company. As a result of this merger, the Gillette Company no longer
exists. Its last day of market trading - symbol G on the New York Stock
Exchange - was September 30, 2005. The merger created the world's largest
personal care and household products company. In addition to Gillette, the
company marketed under Braun, Duracell and Oral-B, among others, which
have also been maintained by P&G.
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The Gillette Company's assets were initially incorporated into a P&G unit
known internally as "Global Gillette". In July 2007, Global Gillette was
dissolved and incorporated into Procter & Gamble's other two main divisions,
Procter & Gamble Beauty and Procter & Gamble Household Care.
1.1 General introduction
This paper provides an overview and brief history of the Gillette
Company, followed by a review of its various business units, an examination of
its strategies for growth and an analysis of how effective these strategies have
been in terms of the company's historic performance. A summary of the research
is provided in the conclusion.
The Gillette Company has evolved into a leading global manufacturer and
marketer of a wide variety of consumer products (Gillette 2005). The company's
core business segments are comprised of: 1) Blades and Razors, 2) Duracell, 3)
Oral Care, 4) Braun and 5) Personal Care. Of these five, the Blades and Razors
segment is the primary business in terms of share of sales and profit,
representing 42 percent of total company net sales and 68 percent of total
operating segment profit from operations (as of 2011)."
1.2 Specific 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
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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.
1.3 Objectives of the Study:
1. To study the factors influencing consumer to buy Gillette Razors2. To determine market share of Gillette Razor in Davangere City.3. To study the a coarener of Gillette brand Razor among the consumers.4. To measure the satisfaction level of consumer.5. To study the attitude of Consumers towards Gillette Razor.6. To analyses the promotional activities undertaken by the company.7. To examine the brand loyalty among consumers.8. To give suggestions based on the study.
1.4 SCOPE OF THE STUDY:
The area chosen for the purpose of the study is Davangere city it is
situated in the central part of the Karnataka state it was very famous for textile
wills and one of the best producers of textile products but it raw a decline in the
industries in recent days.
Davangere city is, renowned name in the field of education structuring
form basic education of professional education in the field of commerce,
management medical and fine arts.
Today varieties of personal care products are introduced in Davangere
city. So stiff competition found in the market so varies companies brands are
struggling strongly for winning over the consumers for their products.
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1.5 RESEARCH METHODOLOGY:
The important point for the validity of any research is based on the What
type of methodology is adopted? Research study has to be conducted in a
prescribed way in order to have the relevant data of reasonable accuracy.
Project report of based on the:
Primary Data Secondary Data
1) Primary data
Primary data is the main source of material for the project and survey was
conducted by the administrating structure though questionnaire random sampling
method was used in conducting in the survey though primary data is collected
from dealer and costumers:
Questionnaire is issued to 50 consumers and to obtain the primary data.
The survey was conducted in Davangere city. Under this survey student,
employees, businessmen /professionals were interviewed. At the time of
interview good environment was created to get the accurate information
2) Secondary data
Secondary data is another important of information. Source of information
Secondary data it collected from different magazines, newspapers, catalogues of
the company Internet, marketing management books, marketing researches
books etc.
3) Geographical area covered.
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The area chosen for the purpose for the study is Davangere city, it is
situated in the central part of the Karnataka state. It was very famous for textile
mills and one of the best producers of textile products. But it saw a decline in the
industries in recent times.
Davangere city is renowned name in the field of education structuring
from basic education of profession education in the field of commerce
management medical and fine arts.
Today varieties of personal care products are introduced in Davangere
city. So stiff competition found in the market. So varies companies brands are
struggling strongly for winning over the consumers for their products.
Sampling plan:
a) Primary data is collected from dealers & customers.b) 50 customers are interviewed through administrations questionnairec) The respondents are selected by random samplingd) The respondents are contacted by personal interview method.
1.6 Limitations of the Study:
The following are the insulations of the study.
Time constraint. Personnel bias of the respondents. Respondents appear hesitant in answering the questionnaire. The sample study in restricted 50 consumers owing to shortage of time.Non-availability of sufficient secondary data. Respondents response is not consistent and appear to be comparable with
each other
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1.7 CHAPTER SCHEMES.
In chapter first deals with the introduction, statement of the problem,
objectives of the study, methodology limitations, chapter schemes
In chapter 2ndabout company profile it includes history of the company
,management structure, promotional activities, firm balance sheet and profit and
loss account etc.
In chapter 3 deals with the product profile it includes history of razor,
models of razor, promotional activities etc.,
In chapter 4thdeals with the role of the dealer, background of the firm,
location of the firm, credit and collection of credit, objectives and promotional
activities.
in Chapter 5th
deals with the analysis of consumer survey conducted in
Davangere city analysis is done with the help of suitable tables and graphs.
in Chapter 6th
contains major findings, recommendations and
conclusions.
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Chapter - II
COMPANY PROFILE
2.1 Detail about the company:
Founded by King C. Gillette in 1901 as a safety razor manufacturer at
Boston, Massachusetts 1st patented safety razor in 1904 Entered the India
Market in 1984 in a JV with HOPE Merged with Duracell (India) Pvt. Ltd. and
Wilkinson Sword India Ltd. Sold off to P&G in 2005 Famous for its shaving and
personal care products. Also makes brands like Oral-B, Braun, Duracell
batteries, Lux or and Parker pens
Gillette- Company of USA
The Gillette company of USA is multinational corporation having its
presents in a number of countries. It was founded in 1901. It is the world leader
in male grooming, a category includes blades, razors and shaving preparations. It
also enjoyes the number one position world wide in selected female grooming
products like wet shaving products and hair epilation devices again the company
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is the world leader in Alkaline batteries, Tooth brushes and Oral-care
products. Has manufacturing operations located at 38 facilities in 19 countries
and its products are marketed through wholesalers, retailers and agents in more
than 200 countries.
In the last 10 years new products have accounted for at least 40% of the
Gillette sales-and nearly 30 new products are in various stages arc launched. The
practice of the company is to spent an average 2% of sales on research and
development expenditure. Transforming innovative ideas into useful daily
products sold at a fair price engenders. Another fundamental Gillette strength;
strong and enduring consumer brand and royalty around the world.
2.2 COMPANY OVERVIEW
1901, founded in Boston, USA by King Camp Gillette.
1903-developed revolutionary safety razor.
Slowly built brand image through clear association between shaving and
Gillette.
Gillette India started in 1984.
P&G a acquired Gillette in 2005 in a $57 billion deal.
Own plant at Bhiwadi, Haryana, Rajasthan and Karnataka.20% lower
than plants at China.
2007-454 crores and 20% production exported.
Gillettesprofit declined 15% to INR 265.20 million last quarter.
55%market share in women razor market and 80% market share in mens
personal grooming market.
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2.5 History and origin of the Company:
Year Events
1994-95 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.
1995-96 The company launched new technology Gillette products
1996-97 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.
1997-98 With the launch of Gillette Presto Ready shaver in February 1993, the
company commenced the launch of Gillette Shaving Products in India.
1998-99 Launch of 7 0'Clock Ready II ready shave and re-launch 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 known international brand name Oral-B, which met good success.
2000 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.
2001 The company launched World renounced Gillette Sensor Excel for Women
shaving system, which met great response. It also launched Gillette Shave
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foam which was met with good consumer response.
2002 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
2003 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.
2004 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.
2005 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. 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.
2006 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. The company made
history by bringing the FIFA World Cup Champions Trophy to India for the
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2.6 GILLETTE LOCATIONS
Location
Location in India
Gillette has its Registered Address at :
SPA- 65A,
Bhiwadi Industrial Area,
Bhiwadi (Distt. Alwar)
Rajasthan - 301 019
Gillette has its Correspondence Address at:
P&G Plaza, Cardinal Gracias Road,
Chakala, Andheri (E),
Mumbai400099, Maharashtra, India.
Tel : (+22) 2826 6000
Fax : (+22) 6693 9696
The Company also has two plant locations. The Company's plant locations are
India Bhiwadi Manufacturing Centre
SPA65A, Bhiwadi Industrial Area,
Bhiwadi, (Distt. Alwar)
Rajasthan301019
India Baddi Packing Centre
Plot no. 4, Industrial Area
Village Katha
Bhatoli Kalan
Baddi 173205
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Dist. Solan, Himachal Pradesh
2.8 Gillette's (G) Mission Statement
As of this writing, Gillette is in the process of being bought out by
Proctor & Gamble.
The Gillette Company is a globally focused consumer products marketer
that seeks competitive advantage in quality, value-added personal care and
personal use products. We are committed to building shareholder value throughsustained profitable growth.
VISION
The Gillette Companys Vision is to build Total Brand Value by
innovating to deliver consumer value and customer leadership faster, better and
more completely than our competition. This Vision is supported by two
2.7 BOARD OF DIRECTORS
Chairman (NED) Mr. S.K. Poddar
Managing Director (ED) Mr. Shantanu Khosla
Director (ID) Mr. B.S Mehta
Director (ID) Mr. C.R. Dua
Director(ID) Mr. Gurcharan das
Director (NED) Mr. Akshay Poddar
Director (NED) Mr. Deborah Henretta
Director (ID) Ms. Jyoti Sagar
Director (ID) Mr. Anil kumar Gupta
Whole-time Director (ED) Mr. Subhash Bansal
Note: NEDNon-Executive DirectorED - Executive DirectorID - Independent Director
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fundamental principles that provide the foundation for all of our activities:
Organizational Excellence and Core Values. Attaining Vision requires superior
and continually improving performance in every area and at every level of the
organization.
Performance will be guided by a clear and concise strategic statement for
each business unit and by an ongoing Quest for Excellence within all operational
and staff functions.
This Quest for Excellence requires hiring, developing and retaining a
diverse workforce of the highest caliber. To support this Quest, each function
employs metrics to define, and implements processes to achieve, world-class
status.
CORE VALUES
As work toward our Vision, three core Values define the way operate:
COMPANY ACHIEVEMENTWe are dedicated to the highest standards of achievement in all areas of
our business. We strive to consistently exceed the expectations of both external
and internal customers.
INTEGRITY
Mutual respect and ethical behavior are the basis for our relationships
with colleagues, customers and the community. Fair practice is the hallmark of
the Company.
COLLABORATION
We work closely together as one global team to improve the way we do
business every day. We communicate openly and establish clear accountability
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for making decisions, identifying issues and solutions, and maximizing business
opportunities.
2.9 SWOT ANALYSIS:
STRENGTHS:
STRONG BRAND EQUITY:
Gillettes portfolio contains well establish brands such as Gillette and
Braun, oral-B line and Duracell. It eases the introduction of new products, as
consumers are already well acquired with the names and more receptive to
promises of improved user experiences.
The strength and quality image of these brands allows the company to
charge higher process and achieve high margins.
MARKET LEADERSHIP:
The companys product are well known with a reputation of quality are
also market leader in their perspective segment.
Strong parental support in advertising and promotion:
During the 2002 FIFA World Cup, Gillette India announced a promotionscheme offering a unique opportunity to win a trip to Yokohama, Japan,
to see the finals, live.
To promote its products directly to consumers, Gillette India Limited haslaunched Gillette Grooming Centers along with 50 salons. These
centers provide specific tips on shaving etc. and also help in promotion of
company products.
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Gillette has localized its advertisements as per Indian culture. Forexample the promotion campaign for Vector was related to an Indian
marriage party.
WELL DIVERSIFIED PROTFOLIO:
Gillette has a well diversified portfolio in terms of product diversification
and market diversification. Diversification of this nature helps the company
avoid the risk of overdependence on any one source for its revenue stream.
BRAND ENDORSEMENT:
Gillette India is investing heavily in advertisement in order to create
awareness among Indian rural and urban population. They are also endorsing
their brands through champions or role models of different sports.
STRONG R&D TEAM:
WEAKNESS:
PROFITABILTY HIGHLY DEPENDENT ON CORE BUSINESS:
Gillette profitability is highly reliant on the performance of its razors and
blades business. A substantial portion of its revenues come from this sector. Any
downturn in the sector or in Gillettes competitive position within it could have a
serious negative effect on the company.
OPPORTUNITIES:NEW PRODUCT LAUNCHES:
Gillette is known for constantly introducing new products in the market
with better technology and performance. This new product launches will help the
company to gain competitive advantage over its competitors.
GROWING DISPOSABLE INCOME:
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INCREASED AWARENESS:
Cable television has penetrated into the smallest of Indian towns and has
taken with it awareness of latest lifestyle trends and trends.
PRICE INCREASES IN PREMIUM SHAVING SEGMENTS:
Gillette has been increasing the price of its razors and blades at an
average rate of around 4% per year over the last ten years. This price increase
will help the company to accumulate more profits from the present level of sales.
THREATS:
LIMITATIONS/DISPOSABLES ARE A THREAT TO THE MACH3
OFFERING:
Gillette ability to sustain a price premium and earn an attractive return on
its extensive investment three-blade platform is threatened by the numerous
imitators of the mach3/mach3 turbo franchise, including disposables and private
label systems and even including Gillettes own three-blade disposable. This
numerous imitations are threat to the company in the long term as they are going
to reduce the sales of the original products.
PRESSURE ON PRICING POWER:
Gillette pricing power is being further eroded by channel migration and
increasing consumer resistance to paying significantly higher prices forinnovation. Pricing power is high to revenue growth in a mature category
especially when Gillettes strategy has historically been to drive revenue growth
per consumer and not volume growth.
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SHAVING
MEN
MACH 3MACH 3TOURBOSENSORSENSOREXCEL
WOMEN
VENUSSENSORDAISY
PERSONAL
CARE
SHAVING
GELS
AND FOAMS
Gillette seriseSatin care
AntiperspirantS
And
DeodrantsGillette seriseRight guardSoft & driDry idea
ORAL B
Manual
Toothbrush
Es
AdvantageIndicator
Cross actionStages
Power
Toothbrush
Es3d excel
3 d pulsatingCross action
Kids
BRAUN
APPLIANCE
S
BRAUN
KITCHEN
APPLIANCES
Braun hairCare epilation
Barun steamIrons
PersonalDiogonastic
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2.10 ORGANIZATION CHART
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2.11 Promotion Activities
Strong and sustained investment in advertising. Gillette brand-incredibly higher cognition rate. 1980sThe best a man can get campaign,
highly successful.
Massive influence, recalling and salience.New wave of advertising for each product
launch separately and focus on product bundling. Focus-brand values, innovation & cutting edge technology. Aim-educate customer on product advancement and improved shaving
performance.
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2.12 Strategic Shift
Strategic restructuring.
Launching innovative and superior products. 2004-back to thebest a man can get ads. Original, emotive campaign but with anew & enhanced look. Strong black & white imagery, updated song. Far more Emotional connect between Gillette and consumer. Product specific advertising to run alongside the campaign, Communicating technological product superiority. Sports Marketing.
Pricing Strategy
Gillette pricing power is being further eroded by channel migration and
increasing consumer resistance to paying significantly higher prices for
innovation. Pricing power is high to revenue growth in a mature categoryespecially when Gillettes strategy hashistorically been to drive revenue growth
per consumer and not volume growth.
2.13 Financial Analysis:
Since its entry into India market in 1984, Gillette has been following a
strategy of inorganic growth by acquiring domestic companies in oral care,
battery, blades and razors and stationery business. The company witnessed
tremendous growth during the later half of 1990s. Net sales increased from Rs
107 crores in 1997 to Rs 477 crores in 2000 representing a growth rate (CAGR)
of 45 %. Similarly, CAGR for net profits over the same period was over 50%.
However, operating margin declined from 19.8% in 1997 to 14.0% in 2000. This
further declined to less than 1% in the year 2001. Further, negative sales growth
and increased expenses led to a net loss of Rs 28 crores in 2001. This poor
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financial performance forced the company to undertake a major restructuring
program. Over the next 2 years, Gillette concentrated on reducing overheads
and better working capital management to increase profitability. As a result of its
restructuring program, the company reported net profit of Rs 44.82 crores in
2003. Since then, company has been growing at a steady rate which has resulted
in increased valuation of the company The company is also focusing on
exploring ways to capture the expanding oral care segment in the near future.
Oral care segment contributed approximately 13% of companys revenues in
2011 as against only 9% a year ago.
2.14 Profit & Loss Analysis:
Net sales of the company grew at a CAGR of 45% during the period
1997-2000. After that there was a downfall in the company and for the first time,
Gillette India ended the year with a net loss of around Rs 28 crores. This was
primarily due to significant increase in employee cost and other miscellaneous
expenses. In 2001, revenues declined to Rs 453 crores from Rs 477 crores a year
earlier. Revenue figures further reduced by around 18% in 2002 to
approximately Rs 385 crores. Although due to IIM Indore Group 6 Section B
restructuring, the damage was controlled to some extent in 2003, yet there was a
further fall of 3% in the revenue figures. Since its restructuring in 2003,
company has recorded double digit growth rate in revenues. However, the
growth rate was moderate in 2005 as compared to the figures in 2004.
0
100
200
300
400
500
600
2006 2007 2008 2009 2010 2011
Revenues
Revenues
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Despite higher revenue growth in late1990s, operating margin of the
company declined from 20% in 1997 to 14% in 2000. Similarly, net profit
margin almost remained constant at around 5% over the time period. The
situation worsened further in 2001, and company reported a net loss of 6%.
In 2002, Gillette undertook restructuring initiatives and it took the
company two years to revive its operations. In 2003, company recorded a net
profit of Rs 44.82 crores. It entered into contracts with new suppliers for better
raw material prices and also brought about a significant reduction in wastages.
As a result of which, raw material cost as percentage of net sales declined from
46% in 2001 to 31% in 2003. Further, miscellaneous expenses reduced to just Rs
15.57 crores in 2003 from Rs 82.68 crores in 2001. The net profit margin
increased to 12.45% in 2003 and the operating margins stood at 25.90%.
Improved financial performance led to an increase of almost 120% increase in
share prices over the year 2003.
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The market capitalization of the company has increased from Rs 845
crores in 2001 to Rs 2695 crores in 2007.
The market capitalization of the company has increased from Rs 845
crores in 2001 to Rs 2695 crores in 2007.
Year Share Price Market Capitalization (rs. Crores)
1stJan 2005 699.95 845.06
1stJan 2006 269.00 1022.51
1stJan 2007 317.00 2292.22
1stJan 2008 713.90 2205.20
1stJan 2009 699.95 2392.11
1stJan 2010 735.00 2802.74
1stJan 2011 869.95 2695.19
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SHARE HOLDING PATTERN
There has been a great shift in the shareholding pattern of the company
since its entry into Indian market in 1984. Gillette entered India through a joint
venture as a minority shareholder. Its share increased to around 75% in 2006. In
2011, almost 88% of the company was owned by the promoters (foreign and
Indian). Out of the remaining 12%, 10% is owned by non-institutional investors
and thus, only 2% lies in the hands of institutional investors.
47
41
10
2
0
5
10
15
20
25
30
35
40
45
50
Indian Promoter Foreign Promotors Non - Institutional
Investors
Institutional Inverstors
Percentage
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Profit loss account
Jun ' 09 Jun ' 08 Jun ' 07 Dec ' 05 Dec ' 04
IncomeOperating income 662.97 591.72 682.56 455.97 409.61
Expenses
Material consumed 262.89 231.11 257.95 165.57 138.58
Manufacturing expenses 12.28 8.74 12.30 8.36 9.01
Personnel expenses 46.78 36.75 51.37 42.84 39.89
Selling expenses 150.19 114.91 146.04 85.52 72.91
Adminstrative expenses 24.23 33.65 44.17 44.07 46.35
Expenses capitalised -6.85 -3.95 4.69 -0.12 -0.12
Cost of sales 489.51 421.20 516.52 346.25 306.62
Operating profit 173.45 170.51 166.04 109.72 102.98
Other recurring income 25.77 17.79 23.17 16.36 13.30
Adjusted PBDIT 199.23 188.31 189.21 126.08 116.29
Financial expenses 0.03 - - 0.13 0.10
Depreciation 11.37 13.98 22.30 15.57 16.05
Other write offs - - - - 0.28
Adjusted PBT 187.83 174.32 166.91 110.38 99.85
Tax charges 63.88 64.82 73.61 40.62 36.66
Adjusted PAT 123.95 109.50 93.29 69.76 63.19
Non recurring items -11.46 7.66 42.46 -1.93 -5.75
Other non cash adjustments 0.64 0.20 6.60 0.89 3.79
Reported net profit 113.13 117.37 142.36 68.72 61.22
Earnigs before appropriation 290.14 242.41 205.29 106.96 75.68
Equity dividend 40.73 40.73 57.02 32.59 27.70
Preference dividend - - - - -
Dividend tax 6.92 6.92 8.72 4.57 3.62
Retained earnings 242.49 194.76 139.54 69.80 44.36
-
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Balance Sheet of the Company
Jun '09
Jun '08
Jun '07
Dec '05
Dec '04
Sources of funds
Owner's fund
Equity share capital 32.59 32.59 32.59 32.59 32.59
Share application money - - - - -
Preference share capital - - - - -
Reserves & surplus 458.30 392.82 327.01 315.63 284.06
Loan funds
Secured loans - - - - -
Unsecured loans - - - - -
Total 490.89 425.41 359.59 348.21 316.65
Uses of funds
Fixed assets
Gross block 246.01 253.08 252.63 272.60 263.56
Less : revaluation reserve - - - - -
Less : accumulated depreciation 157.50 161.89 150.17 139.93 130.13
Net block 88.52 91.19 102.46 132.67 133.43
Capital work-in-progress 2.43 3.00 0.59 3.71 0.27
Investments - - - - -
Net current assets
Current assets, loans & advances 562.37 524.01 423.59 346.47 303.85
Less : current liabilities & provisions 162.43 192.79 167.05 134.64 120.90
Total net current assets 399.94 331.22 256.54 211.83 182.95
Miscellaneous expenses not written - - - - -
Total 490.89 425.41 359.59 348.21 316.65Notes:
Book value of unquoted investments - - - - -
Market value of quoted investments - - - - -
Contingent liabilities 194.76 205.06 57.47 20.30 9.60
Number of equity sharesoutstanding(Lacs)
325.85 325.85 325.85 325.85 325.85
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CHAPTER - III
PRODUCT PROFILE
3.1 History of Razors
Gillette Razors
On November 15, 1904, patent #775,134 was granted to King C. Gillette
for a safety 'razor'. King Camp Gillette was born in Fond du Lac, Wisconsin in
1855. To support himself when the familys home was destroyed in the Chicago
Fire of 1871, Gillette became a traveling salesman. This work led him to
William Painter, the inventor of the disposable Crown Cork bottle cap, who
assured Gillette that a successful invention was one that was purchased over and
over again by satisfied customer.
In 1895, after several years of considering and rejecting possible
inventions, Gillette suddenly had a brilliant idea while shaving one morning. It
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was an entirely new razor and blade that flashed in his minda razor
with a safe, inexpensive, and disposable blade.
It took six years for Gillettes idea to evolve. During that time, technical
experts told Gillette that it would be impossible to produce steel that was hard,
thin, and inexpensive enough for commercial development of the disposable
razor blade. Then in 1901, MIT graduate William Nickerson agreed to try.
By 1903, he had succeeded. Production of the Gillette safety razor and
blade began as the Gillette Safety Razor Company started operations in South
Boston. Sales grew steadily. During World War I, the U.S. Government issued
Gillette safety razors to the entire armed forces. By the end of the war, some 3.5
million razors and 32 million blades were put into military hands, thereby
converting an entire nation to the Gillette safety razor.
Schick Razors Schick traces its origins to the inventive U.S. Army
Lieutenant Colonel Jacob Schick. On November 6, 1928, Colonel Jacob Schick
patented the first electric razor.
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Govt. First Grade college. BASAVAPATTANA ~ 32 ~
On November 15, 1904, patent #775,134 was granted to King C. Gillette
for a safety 'razor'. King Camp Gillette was born in Fond du Lac, Wisconsin in
1855. To support himself when the familys home was destroyed in the Chicago
Fire of 1871, Gillette became a traveling salesman. This work led him to
William Painter, the inventor of the disposable Crown Cork bottle cap, who
assured Gillette that a successful invention was one that was purchased over and
over again by satisfied customer.
In 1895, after several years of considering and rejecting possible
inventions, Gillette suddenly had a brilliant idea while shaving one morning. It
was an entirely new razor and blade that flashed in his minda razor with a
safe, inexpensive, and disposable blade.
It took six years for Gillettes idea to evolve. During that time, technical
experts told Gillette that it would be impossible to produce steel that was hard,
thin, and inexpensive enough for commercial development of the disposable
razor blade. Then in 1901, MIT graduate William Nickerson agreed to try.
By 1903, he had succeeded. Production of the Gillette safety razor and
blade began as the Gillette Safety Razor Company started operations in South
Boston. Sales grew steadily. During World War I, the U.S. Government issued
Gillette safety razors to the entire armed forces. By the end of the war, some 3.5
million razors and 32 million blades were put into military hands, thereby
converting an entire nation to the Gillette safety razor.
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3.2 Gillette Razor Models
Top row left to right:
Gillette MACH3Refill Cartridges
16-Refills $3632-Refills $7064-Refills$138
Gillette MACH3Turbo
Refill Cartridges
16-Refills $36
32-Refills $70
64-Refills $138
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$29.99 - $37.50
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$39.99
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Sensor Excel, Refill Cartridges, 10 ea
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3.3 Gillette (India) Ltd - Price Analysis Snapshot
This Report features up to a ten-year record of the equity Price
history for Gillette (India) Ltd. Tabular results include the High, Low andClosing price for the quarter. There is also a calculation of percentage
change in price for both Quarterly and Annual periods. Price values are
adjusted for stock splits and dividends.
Gillette (India) Ltd. The Company's principal activity is to
manufacture and market consumer products. The Company operates inthree segments: Grooming, Oral Care, and Portable Power. Grooming
segment includes blades, razors and toiletries. Oral Care segment includes
toothbrushes and oral care products. Portable power segment includes
batteries, torches and lamps. The Company's plants are located in
Rajasthan, Haryana and Karnataka
3.4 Promotion Strategy at Gillette
Promotion Strategy at Gillette Founded in 1901, Gillette is a major player
in several consumer product markets. Its Duracell, Oral-B, Braun and Gillette
brands all lead their respective markets (Gillette, 2004a). This paper discusses
the Gillette razor brands. It discusses why Gillette invests heavily in new product
development and promotion and outlines the company's product and branding
strategies. In January 2004, Gillette launched its newest razor product, a redesignof the Mach3 product called the M3Power
Gillette. (2004a).Gillette at a Glance. Gillette.com. Retrieved September
2, 2004 from the World Wide Web at: http://www.gillette.com/
company/gilletteataglance.asp Gillette. (2004b). Gillette Powers Up the World's
Best Shave with New M3Power. Gillette.com. Retrieved September
http://www.gillette.com/http://www.gillette.com/http://www.gillette.com/ -
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2, 2004 from the World Wide Web at:
http://www.gilette.com/men/ product_news/m3power_release.htm
3.5 Promotions
Gillette has a long history of promotions for its products, especially towards young
men. Current promotions include sponsorship of sports events such as the Rugby
League Tri-nations and shipping their then-flagship product (currently the Fusion) to
males in the United States around the time of their 18th birthday. Athletes such as
Roger Federer, Tiger Woods, Derek Jeter, Thierry Henry, Kenan Sofuoglu, Ji-Sung
Park,Rahul Dravid andMichael Clark are sponsored by the company. There were calls
to boycott Gillette products given their association withThierry Henry,after a handball
by Henry went undetected by referees and allowed France to knock Ireland out of a
major football competition.[11] Marketing experts have highlighted "the curse of
Gillette", given the mishaps that happen to sports stars associated with the brand.[12][13]
3.6 THE GILLETTE COMPANY 100 YEARS 1901-20011901 Founded by King C Gillette with William Nickerson in Boston.
1902 1 st ProductDouble edged, T shape disposable razors.
1905 Develops new markets by opening London Offices.
1914 Gillette brokers deal with US Army (3.5 Million razors, 36 Million
blades)
1950 Spends $6 Million for TV rights to Baseball World series for 6 years.
1964 Gillette splits into 2 SBUs, for grooming, the other for all other
products.
1973 Net Sales exceed $1Billion.
1980 Net Sales exceed $2 Billion.
2001 Gillette has 61 Facilities in 25 Countries, and employs 40,000 people
http://en.wikipedia.org/wiki/Rugby_League_Tri-nationshttp://en.wikipedia.org/wiki/Rugby_League_Tri-nationshttp://en.wikipedia.org/wiki/Roger_Federerhttp://en.wikipedia.org/wiki/Tiger_Woodshttp://en.wikipedia.org/wiki/Derek_Jeterhttp://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Kenan_Sofuogluhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Rahul_Dravidhttp://en.wikipedia.org/wiki/Michael_Clarkhttp://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-11http://en.wikipedia.org/wiki/Gillette_(brand)#cite_note-10http://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Michael_Clarkhttp://en.wikipedia.org/wiki/Rahul_Dravidhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Ji-Sung_Parkhttp://en.wikipedia.org/wiki/Kenan_Sofuogluhttp://en.wikipedia.org/wiki/Thierry_Henryhttp://en.wikipedia.org/wiki/Derek_Jeterhttp://en.wikipedia.org/wiki/Tiger_Woodshttp://en.wikipedia.org/wiki/Roger_Federerhttp://en.wikipedia.org/wiki/Rugby_League_Tri-nationshttp://en.wikipedia.org/wiki/Rugby_League_Tri-nations -
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CHAPTER - IV
DEALER PROFILE
(Amazon Distributors Pvt., Ltd., Davangere )4.1 ROLE OF THE DEALER
In the modern marketing world dealer play very important role in
distribution of goods and services, Manufacturer does not normally sell the
goods and services to vast population without dealer, So he is the heart of the
modern marketing world.
Dealer is the important person who maintains close relationship with the
retailers and consumers so it is very important to dealer understand consumer
behavior and consumer needs, He tries to satisfy the consumer needs by making
available goods and services demand by the consumers.
Dealer also undertake the promotional activates for including the
consumer to buy more and more manufactures product and services, dealer
collect complaints and problems faced by the consumers regarding product and
services and communicates the same to the manufactures for remedial action
also give suggestion regarding improvement for
4.2 BACKGROUND
Amazon Distributor started its operation on 11.10.2003 and the capital
investment of the concern was Rs. 40.00.000. It is a sole trading concerns
owned by Mr. Dinesh Agraval.
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They are authorized dealer from Gillette Company Ltd., The Firm also
deals with Gillette Products, P & G Products.
4.3 LOCATION OF THE FIRM
Address of the firm
Door no.106/25
RMC link road
Davanagere-02
Ph.no 08192-325944
The Firm Amazon Distributor is situated at R.M.C. Link Road,
Mandipet, Davangere, the head office of the firm is in banglore and here it is
branch office. The shop has sufficient space for storage variety of product dealt
by the Firm.
4.4 CREDIT AND COLLECIOTN OF CREDIT
The Firm sells both for cash and Credit, the whole sellers must pay back
within 07 days of their credit purchase and they will not give any credit to
retailers. Responsibility of collecting the due amount is on the shoulders of the
salesman. The firms monthly turnover is approximately Rs. 67 to 68 lakhs.
4.5 OBJECTIVES
Objectives of the concern
To create new customer and maintain the existing customer To increase the sales volume To maintain good relationship with customers To satisfy all customers by selling quality goods at reasonable Price.
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4.6 PROMOTIONAL ACTIVITY
No promotional activity is undertaken by the firm as every promotional
activity is carried on by the Gillette ltd. The accounting system of Amozan
distributors is fully computerized daily transactions and the belling is done by
the computers.
4.7 SALES PERFORMANCE OF DEALER OF LAST 5 YEAR
YEARS TURNOVER IN lakhs
2006-07 60.0
2007-08 80.4
2008-09 88.8
2009-10 92.9
2010-11 98.1
The above table indicates in the year 2006-07 the firm turnover was 60.0
lakhs in the year 2007-08 turnover was slightly improved in 2008-09 the
turnover improved consistently to 88.8 lakhs, in the year 2009-10 the turnover
increase consistently to 92.9 lakhs and again the firm its control and there was
great demand in the year 2010-11 that helped the firm to boost its sales.
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4.8 MANAGEMENT STRUCTURE OF THE FIRM.
MANAGING
DIRECTOR
Finance Business
executive
Sales TeamLeader (STL)
Distribute SalesExecutive
(DSE)
Accountant
Clerk/Office Boy
Human
ResourceDepartment
VisibilityCapital
DLT Team
Appointments
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4.9 ORGANIZATION STRUCTURE OF THE FIRM
Business Executive
(B/E)
Sales Team
Leader (STL)
Distribute Logic
Office (DLO)
Suppliers
Helpers
Distribute SalesExecutive (DSE)
Visibility Capital
System
Operators (IDS)
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4.10 Network
The dealer has got established network in Davangere city. The network is
operated by 20 salesmen where these salesmen collect the orders from the
retailers and whole sellers. The orders will be executed on the same day and
goods will be supplied on the same day or immediate next day the dealer has an
vehicle to deliver the goods. The salesman themselves delivery the ordered
quantity of goods to the retailers and the dealer provided 8 bicycles, bike 3
numbers, three wheeler (ape) 1 numbers and one maruthi van, to deliver the
goods.
The dealer has its own Godown in RMC link road.
Awards & Achievement:
Got Recognitions from Gillette, Spice, Godrej & Many other companies.
Members Involved in Business:
As Mentioned in Organizations Chart:
Share holders of the company
1. Dinesh Agrwal2. Nilesh Agrwal3. Nitin Agrwal
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CCHHAAPPTTEERR--VV
AANNAALLYYSSIISSIINNTTEERRPPRREETTAATTIIOONN
INTRODUCTION :
Today consumer is the king in market, the decision of the consumer
decides whether the company is having profit or loss, Growth or down fall
in order to attract consumer the marketers must take steps & get
appreciations for their products.
50 respondents selected at a random who are the users of Gillette
razor belonging to Davangere city. The information from the respondents
is collected through a structured Questionnaire hence it helps to analysis
the respondents income, sex, qualification, occupation etc
This chapter deals with the analysis and interpretation of the data
collected from the survey of the consumers behavior towards Gillette
razor. The data has been analyzed with reference to the stages involved in
consumers decision-making needs buying behavior etc.
Interpretation means to convert mere data into information. The
whole investigation elements and reaches the function in drawing
inferences that leads to the conclusion in the course of action or problem
solution
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Table-1
Table showing the classification of the number of respondents on the basis
of Age group
Age Group(in years) No. of Respondents Percentage (%)
Below20years 6 12
20 to 30 15 30
Above 30 29 58
Total 50 100
Source: Survey Data
Analysis:
From The above table shows that out of 50 respondents , 12% of the
respondents are below 20 years, 30% of the respondents are 20-30 years and
58% of the respondents are using above 30 year.
In the above table clear that 20-30 and 30 above are using more .
Graph 1 showing the classification of the number of respondents on the
basis of Age group
0
10
20
30
40
50
60
Below - 20 Year 20 to 30 Above 30
%o
fRespond
ents
Age Group
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Table-2
Table showing the number of respondents on the basis of Education
Qualification.
Qualification No. of Respondents Percentage (%)
Up to SSLC 6 12
PUC 13 26
Graduate 15 30
Post Graduate 15 30
Others 01 02
Total 50 100
Source: Survey Data
Analysis: From the above table its clear that, among 50 respondents,
12% of the respondents their education is Up to SSLC, 26% of the
respondents studied PUC, 30% of the respondents are Graduate 30% of
the respondents are post graduates and remaining 2% are belongs toothers, which includes illiterates and diploma holders.
Graph 2 showing the number of respondents on the basis of Education
Qualification.
0
5
10
15
20
25
30
Up to SSLC PUC Graduate Post
Graduate
Others
12
26
30 30
2
%o
fResponde
nt
Qualification
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Table-3
Table showing the number of respondents
on the Basis of Occupation.
Occupation No. of Respondents Percentage (%)
Employee 16 32
Business 17 34
Profession 11 22
Agriculture 4 8
Others 2 4
Total 50 100
Source: Survey Data
Analysis:
According to the above table out of 50 respondents, 32% of the
respondents are Employee, 34% of the respondents are Business, 22% of the
respondents are Profession, 8% of the respondents are Agriculture and 4% of the
respondents are other categories.
0
5
10
15
20
25
30
35
EmployeeBusiness
ProfessionAgriculture
Others
32 34
22
8
4
%
ofRespon
dent
Occupations
Graph 3 showing the number of respondent on the basis
of occupation
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Table-6
Table showing number of respondents
on the basis of the Source of Information.
Sources of
Information
No. of
Respondents
Percentage
(%)
Friends 07 14
Relatives 07 14
Neighbors 04 08
Advertisement 29 58
Others 03 06
Total 50 100
Source: Survey Data
Analysis:
The above table shows that out of 50 respondents, 14% of the respondents
get the information through advertisement, 14% of the respondents get the
information through friends / relatives, 8% respondents get the information
through Neighbors, 58% of the respondents get the information through
Colleagues and remaining 6% of get information through others.
0
20
40
60
Friends Relatives Neighboars Advertisement Others
14 148
58
6
%o
fRespon
dent
Source of Information
Graph 6 showing the number of respondent on the basis of
the Source of Information
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Table-7
Table showing number of respondents on the basis of media of
advertisement
Media of
advertisementNo. of Respondents Percentage (%)
Television 25 50
News paper 10 20
Posters 08 16
Display 05 10
Others 02 04
Total 50 100
Source: Survey Data
Analysis:
From the above table its clear that out of 50 respondents, 50% of the
respondents get the information from television, 20% respondents get
information through news papers, 16% of the respondents get information
through the posters, 10% respondents get information through display and
remaining 4% get information through others.
50
2016
104
0
10
20
30
40
50
60
Television News Papers Posters Display Others
%o
fResponden
t
Media of Advetrisement
Graph 7 showing the number of respondent on the basis
of media of advertisement
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Table-8
Table showing the number of respondents on the basis of the Opinion
about Advertisement.
Opinion No. of Respondents Percentage (%)Attractive 20 40
Informative 10 20
Creative 08 16
Educative 10 20
Others 02 04
Total 50 100
Source: Survey Data
Analysis: According to the table out of 50 respondents who can to
know about Gillette product throughout advertisement, 40% of the respondents
opinion that the advertisement is more attractive, 20% of the respondents are
opinion that the advertisement is informative, 16% of the respondents are
opinion that advertisement is creative, 20% of the respondents opinion that
advertisement is educative and remaining 4% of the respondents opinion that
advertisement is others.
0
20
40
%o
fRespo
ndent
Opinion
Graph 8 showing the number of respondent on the basis of the
Opinion about Advertisement
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Table-10
Table showing number of respondents
on the basis of duration of use the Gillette razor
Duration of use No. of Respondents Percentage (%)
Less than 1 year 7 14
1 to 2 year 11 22
2 to 4 year 13 26
More than 4 year 19 38
Total 50 100
Source: Survey Data
Analysis:
According to the table out of 50 respondent, 14% of the respondents are using
less than 1 years, 22% of the respondents are using 1 to 2 years, 26% of the
respondents are using 2 to 4years and 38% of the respondents are using more
than 4 years.
0
5
10
15
20
25
30
35
40
Less than 1 year 1 to 2 Year 2 to 4 Year More than 4
Year
14
22
26
38
%o
fRespo
ndent
Duration of users
Graph 10 showing the number of respondent on the basis of
duration of use the Gillet Razor
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Table-11
Classification of the number of respondents
on the basis of factor influenced to buy Gillette razor
Factor No. of Respondents Percentage (%)Performance 23 46
Price 5 10
Package 10 20
Brand image 9 18
Others 3 6
Total 50 100
Source: Survey Data
Analysis:
According to the table out of 50 respondent, 46% of the respondents are
influenced by performance, 10% of the respondents influenced by the price, 20%
of the respondents are influenced by package, 18% of the respondents are
influenced brand image, and remaining 6% of the respondents are influenced
others.
0
10
20
30
40
50
Performance Price Package Brand image Others
46
10
2018
6%o
fRespondent
Factor Influenced to buy
Graph 11 showing the number of respondent on the basis of factor
influenced to buy Gillette razor
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Table-12
Table showing number of respondents
on the basis of the satisfaction of Gillette razor
satisfaction No. of Respondents Percentage (%)
Yes 35 70
No 15 30
Total 50 100
Source: Survey Data
Analysis:
According to the above table out of 31 respondent 97% of the
respondents are performance of Gillette are satisfied and 3% of the respondent
performance is not satisfied.
In the above table one thing is cleared number of respondents are satisfied
by gillette
70
30
0
10
2030
40
50
60
70
80
Yes No
%o
fRespondent
Satisfaction
Graph 12 showing the number of respondent on the basis of thesatisfaction of Gillette razor
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Table-13classification of number of respondents
on the basis of the opinion regarding price of Gillette Razor
Price No. of Respondents Percentage (%)
High 28 56
Reasonable 20 40
Low 1 2
Others 1 2
Total 50 100
Source: Survey Data
Analysis:
Among 31 respondents 80% of the respondents opinion that the price of
the Gillette is High, 12% of the respondents opinion that the price is Reasonable
and 4% of the respondents opinion that the price is low and 4% of the
respondents opinion is others.
80
12
44
High
Reasonable
Low
Others
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Table-14
Table showing number of respondents
on the basis of the opinion regarding Packaging of the Gillette razor
Package No. of Respondents Percentage (%)
Good 19 61
Satisfied 8 26
Needs improvement 4 13
Total 31 100
Source: Survey Data
Analysis:
Among 31 respondents 61% of the respondents opinion that the package
is good, 26% of the respondents opinion that the package is satisfied, and 13% of
the respondents opinion that the package is need improvement.
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0
10
20
30
40
50
60
70
Good Satisfied Needs improvement
61
26
13
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Table-15
Table showing number of respondents
on the basis of the changes in packing
Change in packing No. of Respondents Percentage (%)
Yes 8 26
No 23 74
Total 31 100
Source: Survey Data
Analysis:
Among 31 respondents 26% of the respondents opinion that is preferred
they need changes in packing and 74% of the respondents opinion that it is not
preferred they need not changes in packing.
0
10
20
30
40
50
60
70
80
Yes No
26
74
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Table-16
Table showing number of respondents
on the basis of the types of changes need
Types of changes No. of Respondents Percentage (%)
Size 1 12
Colour 2 25
Design 3 39
Use of Material 1 12Others 1 12
Total 08 100
Source: Survey Data
Analysis:.
Among 8 respondents 12% of the respondents opinion that the need changes in
size, 25% of the respondents opinion that they need changes in colour, 39% of
the respondents opinion that they need change of use of design 12% of the
respondents opinion is that they need change in use of materials and 12% of the
respondents opinion is that they need change in others.
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0
10
20
30
40
50
60
70
80
90
Yes No
83
17
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Table-18
the classification of the respondents
on the basis of opinion regarding availability
availability No. of Respondents Percentage (%)
Yes 29 93
No 2 7
Total 31 100
Source: Survey Data
Analysis:
Among 31 respondents 31% of the respondents opinion that is available
in all shops and 7% of the respondents opinion that is not available in all shops.
0
10
20
30
40
50
60
70
80
90
100
Yes No
93
7
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Table-19
classification of the respondents
on the basis of Suggests to buy a product
Suggest to buy a
productsNo. of Respondents Percentage (%)
Yes 28 91
No 3 9
Total 31 100
Source: Survey Data
Analysis:
Among 31 respondents 91% of the respondents opinion that they want to
suggest to others and 9% of the respondents opinion that they need not tell toothers.
In the above table shows number of respondent are they should suggest
to others.
-20
0
20
40
60
80
100
120
0 0.5 1 1.5 2 2.5
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CHAPTER-VI
FINDINGS OF THE STUDY1. Gillette products are very popular in the market compared to other brand
products.
2. Gillette products are largely used by students business men and employeefor its good quality, good varieties products of Gillette.
3. Gillette products are largely purchase only shaving products like blades,razors, shaving cream etc
4. Every consumers in Davangere city accepted that Gillette products are easilyavailable in the market because its strong distribution network.
5. Quality of the Gillette products is good as per survey. But some consumerscomplaint about the price. Because compared to other company products
price is higher
6. The survey reveals that majority of the respondent are male and they take thepurchase decision.
7. As per the survey 34% of the respondent s who purchase the Gillette razorare graduate.
8. According to survey 36% of the respondent who use the Gillette razor theirincome below 10,000 per month. This shows the middle class people are
interest to purchase the Gillette razor.
9. Form the survey its clear that the professional, business men and employeeprefers Gillette razor.
10.Majority of the respondents use the Gillette razor
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11.The survey reveals that 58% of the respondents got the information throughadvertisement only. It evident that the advertisement is the effective way to
convey the information to the customers.
12.From the survey its clear that 62% of the respondents get information fromtelevision. SO television is the one of the powerful media to reach the
customers.
13.According to the survey it is obviously shows that the advertisement whichis provided by the company is more effective.
14.The survey reveals that most of the respondents after the purchase view thatreasonable price, medium, razor quality, good, focus availability in all shops
and good packing.
a. 60% of the respondents view that good focus.b. 96% of the respondents view that razor availability in all shopsc. 32% of the respondents view that good packing.
15.Most of the respondents suggest potential buyer to purchase the Gilletterazor. It shows that they are loyal customers of Gillette company.
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6) Profit Margin:
Profit margin available from Gillette products is less to retailers.
Company has to consider increasing the profit margin to retailers, so as to
encourage them to sell more and Gillette products.
7) Promotion activity:
Since Gillette razor is having a good demand in the market. The company
should maintained this by giving various promotions through different media.
8) Improve packing:
Packing should be made still attractive to boost the sales as we know that
packing is called as a silent sales men. This will improve in profits.
9) The company should has to start their own retail outlets so that it makesavailable all the products at one shop. This strategy may improve the cost
but it make the customer satisfaction.
10)The dealer has to meet individual retailer then improve sales and service thecompany has provide high quality razor for long life.
CONCLUSION:
In conclusion it can be said that the products or Gillette India limited
enjoy the consumer loyalty but due to the products ate costly as compared to
substitutes available in the market, the company can do well in the market by
reduce the prices of its products.
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ANNEXURES QUESTIONNAIRE BIBLIOGRAPHY
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QUESTIONNAIRE
Consumer attitude towards Gillette Razors
Dear Respondent,
I am a student of A.R.G College of arts and commerce studying in
final year B.B.M. As a part of my academic curriculum, I have under taken
a project work entitled Consumer attitude towards Gillette Razors
(With special reference to Amazon Distributors Ltd.,)in Davangere city,
I request you kindly to spare few minutes in responding to the
questionnaire.
Thanking youYour faithfully,
Jayaprakash.M.P.
1] Name: -
2] Address: - ..
3] Age group (in years): -
a) Below 20 years
b) 20 to-30 years
c) Above 30 years
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4] QUALIFICATION: -
a) Upto S.S.L.C b) P.U.Cc) Graduation d) Post Graduatione) Any other please specify.
5] Occupation: -
a) Employee b) Business
c) Profession d) Agriculture
e) Any other please specify. ..6] Monthly Income (in Rs.)
a) Less then 10,000 b) 10,000 to 15,000
c) 15,000 to 20,000 d) above 20,000
7] Have you heard the name of Gillette?
a) Yesb) No
8] If yes, name the source of information
b) Friends b) Relativec) Neighbors d) Advertisementd) Colleagues f) Any other please specify. .
9] If through advertisement, which media?a) Television (T.V.) b) Newspaperc) Posters d) Display
e) Any other please specify. ..
10] What is your opinion about advertisement?
a) Attractive b) Informative c) Creative
d) Educative e) Any other please specify..
11] Which of these Gillette products do you use?
a) Blades b) Razors c) Shaving cream
d) Deodorants e) Any other please specify .
12] If Razors, since how long do you use (in years)?
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a) Less then 1 year b) 1 to 2 years
c) 2 to 4 years d) more then 4 years
13] If Razors, which factors influenced you to buy a Gillette Razors?a) Performance b) Price c) Package
d) Brand image e) Any other please specify .
14] Are you satisfied with the performance of Gillette Razors?
a) Yesb) NoIf no, state the reason
..
15] What is your opinion about the price of Gillette Razors?
a) High b) Reasonable c) Low
16] How is the package of Gillette Razors?
a) Good b) Satisfied c) Needs improvement
17] Do you want any change in its package?
a) Yes b) NoIf Yes, What type of changes do you need?
a) Size b) Color c) Design
d) Use of Material e) Other please specify.
18] Is it preferred by all age group people?
a) Yes b) No19] Is it available in all shops?
a) Yes b) No20] Do you wish to suggests Gillette Razors to potential buyers?
a)
Yes b) NoIf no, state the reason...
21] Suggestions if any specify .
..
..
Place:
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8/13/2019 Gillette Razor
76/77
Consumer Attitude towards Gillete razors
Govt. First Grade college. BASAVAPATTANA ~ 76 ~
Date: Signature
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8/13/2019 Gillette Razor
77/77
Consumer Attitude towards Gillete razors
BIBLIOGR PHYBOOKS
Marketing Management --- Philip Kotler
Marketing Management --- Boyd Walker
Marketing Management --- Maxwell McMillan
Project work for guidelines
MAGAZINES and OTHER SOURCES:
Company catalogues
Distributors guide
Gillette product guide
Gillette around the world
Company Magazines
Business world
My today
News Paper
Business Line
The Hindu
WEBSITE:
www.gillette.co.in
www.google.com
www.yohoo.com
http://www.gillette.co.in/http://www.gillette.co.in/http://www.google.com/http://www.google.com/http://www.yohoo.com/http://www.yohoo.com/http://www.yohoo.com/http://www.google.com/http://www.gillette.co.in/