Marketing

Strategy for
Gillette Indonesia

Done by:
Agnes Naomi, 1206289905
Ananda Gabriella, 1206290081
Klemens Ismoyo Djajapurusa, 1206290043


Marketing Strategy for Gillette Indonesia

GENERAL OVERVIEW
Business Strengths
Gillette owns 50% of the market share in Indonesia, in addition it has 97% Brand
Awareness and 55% brand most used ratings.
Business Weaknesses
The market in Indonesia has increased to 30% but Gillette only managed to own 19% of
it. Gillette has encountered some problems in meeting the demand for the coming year
due to the delay of the new line capacity and the problems with the customs clearance
relating to Gillettes womens razor. Gillette also encountered problems with its
distribution channels to cover whole of Indonesia.
Opportunities
There is still existing market of double-edged blades of 116m. The >$10k income bracket
has grown by 30%, the $5k-$10k bracket by 15% and the $2k-$5k bracket by 3%.
Threats
The market being quite new, results in a high threat of new entrants. There is a strong
threat of substitute coming from the use of wet or dry knives.

BUSINESS GOALS
Market Share
Gillettes current market share is about 50% of the total market. Gillette needs to own
the new 30% market in Indonesia
Distribution
Due to Indonesias geographical arrangement, it has made distribution to the whole of
Indonesia difficult. Gillette needs to provide a more practical and efficient system in
order to be able to cover the whole of Indonesia.



MARKETING PLAN

Recommendations

The company to divide its attention to the female users for the shavers. We would like
to recommend the Market Penetration and Market Development strategies.
In the Market Penetration, it is the approach to increase sales in the existing geographic
distribution areas by getting current customers to buy more or by getting users of
competitors brands to switch to Gillette brand. Using this strategy, we would like to
introduce a campaign for ladies to tell them the importance of having soft and smooth
skin after shaving by choosing the correct type of blades to shave. We would like to
integrate this strategy with the Product Adaptation Communication Extension
strategy, which by definition Products are adjusted to perform the same function under
different environmental condition. At the same time, by using the Market
Development, Gillette should also penetrate the vast rural market, where the people
are still using local brands as their choice of brand.
The Product
The product that we have chosen is the Gillette
Venus for women. Gillette Venus was designed as
convenience as possible, therefore they invented
the disposable and refillables. It was released in
2001. A single normal Gillette Venus includes 5
razors to give smoother results, Ribbon of moisture
to prevent any cut, Interchangeable Razor Blade
refill cartridges to change blades that are no longer
sharp, ShowerPod part to make us easier to hang in
the bathroom, and the last part is Soft Grip handle
to reduce the possibility of slip control. The refill
blades for Gillette Venus are diverted for each different function, for example, the
Gillette Venus Bikini Trimmer to shave hair on the bikini area. Each blades give different
satisfying results.

Gillette marketed this product by using the actress cum singer Jennifer Lopez as their
ambassador and Reveal the Goddess in you as its tagline. To penetrate more on
Indonesian market, we would like to change that image by using Indonesia celebrity
Mariana Renata and Gemilang Bagaikan Bintang as its new tagline. By doing this, it will
make the Indonesian market to be more friendly and to understand the message
better.



The Promotion
One of our promotion strategies is to hold an event in several famous malls in big cities
that will be distributed Gillette Venus. For example in Jakarta, we would make an event
in Cilandak Town Square since they have Ladies Day every Wednesday. In the event
we would give some performances such as fashion show, quizzes, talk-show by
Indonesias beautician Harumi Sudradjat and free demonstration about how to use
Gillette Venus and all consumers could feel the enjoyment of shaving using Gillette
Venus for women directly. And there will be Mariana Renata as the brand ambassador
of Gillette Venus for women.
STRATEGY

Goals of the Campaign:

We would like to increase our visibility in the eyes of customers, not only to
attract new customers, but also to strengthen the loyalty of our current
customers.
Campaign Focus: Specific Product or General Promotion
Basically, the only product that we want to promote is Gillette Venus for
Women. We would like to expand our customer base, and keep our current
customer to be aware of any kind of new promotion that Gillette Venus
provides.
Products to be Advertised
The product that we want to advertise at this current moment is Gillette Venus
for Women, and in the campaign itself we will be giving special discounts for
Gillette Venus travelling kit.
Measurement of Success
We would like to measure this campaigns success, by the number of inquiries
received after this launch.
Evaluation of Effectiveness
We will evaluate the success of this campaign, precisely a month after this
launch.

MESSAGE

OUR MARKETING MESSAGE:

TO SHOW THE ESSENCE AND BEAUTY OF WOMENS LEGS.

TIME FRAME

Campaign Start Date

This marketing campaign will be launched in January 2013.

Length of Campaign
This campaign will be held four times a month every Wednesday as a support to
ladies day.

The Price
Since in the case study we should only need to increase the market share without
influencing the sales, we would like to preserve the products at its normal price without
giving any discount or other promotion strategy to reduce the price.
The Place
As the case study mentioned, Gillettes direct customers are the distributors. We would
like to recommend Gillette to go directly to the supermarket to place their products
directly.
Distributions and Productions
Due to the condition of Indonesia as a highly separated country, we would suggest that
Gillette open a few distribution offices in some of the capital cities in Indonesia located
at the different islands, cities such as Jakarta, Surabaya, Medan, and Balikpapan. With
this, Gillette would be able to distribute their products without the hassle of going
through different transportation channels of the different islands.
P&G has just opened its new factory in Indonesia to stop importing their products and
produce those products that are already in Indonesian market, which include Gillette.
This decision will also help Gillette with its customs clearance problems relating to
Gillettes womens razor. However, the addition of the line capacity has been delayed ad
will result in overtime being required. For a long-term strategy, it is advisable that
Gillette opened a few other factories on some of the islands in Indonesia, such as
Sumatera and Sulawesi.




References
Gillete Indonesia Case :: Business Case Study. Gillete Indonesia Case :: Business Case Study.
N.p., n.d. Web. 14 Dec 2012.
Negem, Jehad. Gillette Indonesia. Scribd. N.p., n.d. Web. 14 Dec. 2012
P&G Buka Pabrik Di Indonesia Tribun Medan Mobile. P&G Buka Pabrik Di Indonesia
Tribun Medan Mobile. N.p., n.d. Web. 14 Dec. 2012.