1. STRATEGY & MARKETING MANAGEMENT “ GILLETTE IS THE GLOBAL LEADER IN MALE TOILETRIES PRODUCTS” Data Monitor Research, Oct. 1999 19 th December 2001 Course Tutors : Professor Patrick McNamee Doctor Kate Stewart
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4. NORTH AMERICA SOUTH AMERICA UK EUROPE AFRICA ASIA AUSTRALIA GILLETTE WORLDWIDE MANUFACTURING SUBSIDIARIES
5. ORGANISATIONAL CHART Oral Care (Oral B Brand) Braun (Electrical Appliances) Portable Power (Duracell) Grooming (Blades & Razors) Global Business Management Latin America North America Asia Pacific Africa Middle East Eastern Europe Western Europe Eastern Hemisphere Commercial Operations Gillette Company Western Hemisphere
14. COMPANY SWOT ANALYSIS Strengths Threats Weaknesses Opportunities Market Leader Strong Brand Image Global Presence Aggressive Advertising Quality & Innovation Portfolio Range (Mach 3 etc) Long Development Cycles Relatively Static Market Growth Heavy Dependence on High Street Retail Outlets Expensive Brand Maintenance Demographic Changes Changing Societal Attitudes Consumer Brand Preference Demand for High Quality Use of JIT and ICT (e-com) New Production Technology Increased Grooming Sophistication New Competitors Cloning of Successful brands Increasing Buyer Power (Inventory De-stocking) Growth in Substitutes Own Label Fits Economic Downturn
15. BLADES & RAZORS SEGMENT Disposable Razors Shaving Systems Replacement Blades Blades & Razors Electric Shavers Shaving Products Pre-Shave Post-Shave Deodorants Toiletries Grooming Male & Female
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19. UK MARKET SHARE FOR BLADES & RAZOR (1998) 55% 25% 9% 11% Gillette Wilkinson Sword BiC Own Label Source: Mintel Report, 1998
23. UK BLADES & RAZORS Source: Mintel Report, 1998
24. UK BLADES & RAZORS Source: Mintel Report, 1998
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26. PORTERS FIVE FORCES MODEL Blades & Razors Industry Competitors Strong image, Brand Loyalty, and Innovative R&D. Potential Entrants Barrier to entry - customer loyalty, high set-up costs. Buyers Retailers power increasing. Substitutes Electric razors - Gillette already competitive (Braun). Clever marketing - not socially acceptable not to shave. Suppliers Global economies of scale keep suppliers prices low. Source: Porter, 1978
27. MACH3 TURBO “ As the undisputed leader in men’s grooming, Gillette is committed to innovation and to developing products which will provide men with a superior shaving performance. MACH3Turbo and the new Gillette Series fulfil that promise” Peter K. Hoffman, President,Gillette Grooming Products 30 October 2001
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30. STRATEGY & MARKETING MANAGEMENT GILLETTE STILL THE GLOBAL LEADER IN MALE TOILETRIES PRODUCTS