PRODUCT MIX WIDTH

DURACELL BRAUN
PERSONAL ORAL B
SHAVING BATTERIES APPLIANCES
CARE
GENARAL USE MANUAL BRAUN KITCHEN
SHAVING GELS AND
BATTERIES TOOTHBRUSHES APPLIANCES
MEN FOAMS
ADVANTAGE
COPPER TOP INDICATOR BRAUN HAIR CARE
GILLETTE SERISE
MACH 3 ULTRA CROSS ACTION EPILATION
SATIN CARE
MACH 3 TOURBO PRISMATIC STAGES
SENSOR
POWER
SENSOR EXCEL ANTIPERSPIRANTS SPECIALITY BATTERIES BARUN STEAM
TOOTHBRUSHES
AND DEODRANTS IRONS
PHOTO 3D EXCEL
WOMEN HEARING AID 3 D PULSATING
GILLETTE SERISE
CAMCORDER CROSS ACTION KIDS PERSONAL
VENUS RIGHT GUARD
WATCH DIOGONASTIC
SOFT & DRI
SENSOR ELECTRONICS FLOSS AND
DAISY DRY IDEA
HOME MEDICAL INTERDENTAL

SATIN floss
ULTRAFLOSS
ESSENTIAL FLOSS
SUPER FLOSS
ORTHODENTIC

TOOTHPASTE AND
MOUTH RINSE

PRODUCT

WIDTH OF THE EXISTING PRODUCT LINE—5

LENGTH OF THE PRODUCT MIX—50

AVERAGE PRODUCT LINE LENGTH—10

DEPTH OF DIFFERENT LINES - GILLETTE SHAVE GEL-3VARIENTS

 Moisturizing

 Tough bread

 Conditioning
 PRODUCT HIERARCHY

POTENTIAL PRODUCT

AUGMENTED PRODUCT
EXPECTED PRODUCT
BASIC PRODUCT
CORE BENEFIT

LOOK GOOD

SHAVING CREAM
WITH MOISTURISER
GEL BASED

FACE CREAM

PRODUCT LINE APPRAISAL

 UP- MARKET STRETCHING - MACH 3 TURBO

 DOWN MARKET STRETCHING – PRESTO

 LINE FILLING- GILLETTE VECTOR

 LINE PRUNING- Affra Cosmetics(door to door sales)

PRODUCT DIFFERENTIATION
 PRODUCT DIFFERENTIATION

FORM

GILLETTE
GILLETTE GILLETTE
CREAM
GEL FOAM
FEATURES

MACH2
7O’CLOCK MACH3 FUSION
(DOUBLE
(SINGLE (TRIPLE BLADE (5 BLADE
BLADE
BLADE) RAZOR) RAZOR)
RAZOR)
TWO UNIQUE FEATURES

 INFORMATION ABOUT THE INGREDIENTS ,

 INSTRUCTIONS FOR USAGE IN LOCAL LANGUAGES

PRICING TECHNIQUES

 Perceived value pricing. Ex.- Gillette Mach 3

 Penetrative pricing strategy for vector plus

 Bundling-Shaving creams/gels along with razors

 Foams bundled with a Gillette sensor excel usually

 33% extra on many variants

PLACE

 Gillette’s own network in India reaches 1 lakh outlets in 3600 towns

 Now Using additional P&G distribution channel

 Hub and spoke approach

 20 hub cities and spokes are Tier 2 and Tier 3 cities

PLACE
-
INDORE

DADAR AND NAGAR HAVELI

AURANGABAD
HUB
MUMBAI
PUNE

PANAJI

FEEDER MARKETS

SOURCE: Anand Abhishek “GILLETTE INDIA MACII PROJECT”,2007, IIM Indore

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