Gillette Razor

Consumer Attitude towards Gillete razors
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 the globe. 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.
Govt. First Grade college. BASAVAPATTANA
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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 Razors 2. 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. Govt. First Grade college. BASAVAPATTANA ~4~

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 questionnaire c) The respondents are selected by random sampling d) 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 2nd about 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 4th deals 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. Gillettes profit 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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Consumer Attitude towards Gillete razors 2.3 COMPANY ACHIEVEMENT

We 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. Gillettes Russia division received the American Chamber of
Commerces Business of the Year award for the scale of its growth, visibility and penetration into the Russian market, according to AmCham. Last year, the company opened a $40 million manufacturing facility in St. Petersburg and now employs 500 people in both production and commercial operations in Russia, according to Gillette
In 2000, the company donated $100,000 to the University of St. Petersburg School of Management. This year, Gillette celebrates its 100th anniversary, and the timing of its Russian divisions award is that of a birthday present, HR Director Asad Husain said. "We believe in celebrating every success, big or small. We then work hard until it is time to celebrate again," he added.
2.4 Objectives of the company

Following are the prominent objectives of the company: Skillful market of superior technology to achieve worldwide leadership is the major global of the company. To manage its business with a long term global prospective. To achieve global leadership by marketing its quality products. To provide maximum satisfaction to the consumers so as to get their patarage. To maintain cordial relationship with the employees so as to active superior performance.
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Consumer Attitude towards Gillete razors 2.5 History and origin of the Company:
Year
1994-95
Events
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 1996-97
The company launched new technology Gillette products 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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first time. Champions Trophy to India for the first time.
2007
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.
2008
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.
2009
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.
2009-10 Company launched Gillette Presto Plus for more discerning consumers. Oral B brand launched Oral B Vision and Kid in Premium Market Segment. 2010-11 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. OralB brand launched a new variant "Shiny Clean" targeted at the value segment.
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Consumer Attitude towards Gillete razors 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), Mumbai 400099, 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 SPA 65A, Bhiwadi Industrial Area, Bhiwadi, (Distt. Alwar) Rajasthan 301019 India Baddi Packing Centre Plot no. 4, Industrial Area Village Katha Bhatoli Kalan Baddi 173205
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Dist. Solan, Himachal Pradesh
2.7 BOARD OF DIRECTORS

Chairman (NED) Managing Director (ED) Director (ID) Director (ID) Director(ID) Director (NED) Director (NED) Director (ID) Director (ID) Whole-time Director (ED)
Note: NED Non-Executive Director ED - Executive Director ID - Independent Director
Mr. S.K. Poddar Mr. Shantanu Khosla Mr. B.S Mehta Mr. C.R. Dua Mr. Gurcharan das Mr. Akshay Poddar Mr. Deborah Henretta Ms. Jyoti Sagar Mr. Anil kumar Gupta Mr. Subhash Bansal
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 through sustained 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
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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 ACHIEVEMENT
We 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 promotion scheme 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 has launched 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. For example 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: Govt. First Grade college. BASAVAPATTANA ~ 17 ~

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 for innovation. 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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Key Success Factor

Superior Product benefit The ability to meet consumer needs. Dedication and commitment to product design and refinement leading to significant improvements over currently available products Strong financial support for all areas including marketing. Ability to take risks Commitment to comprehensive promotional strategy.
Key Dates:
1901: American Safety Razor is founded by King C. Gillette. 1904: King Gillette's safety razor is patented. 1918: Gillette manufacturers razors and blades for soldiers during World War I. 1942: The Cavalcade of Sports program is formed to oversee the company's various advertising and promotional activities in athletics. 1967: Braun AG is acquired. 1971: Company is organized into four domestic divisions: the Safety Razor Division; the Toiletries Division (featuring Right Guard antiperspirant); the Personal Care Division; and the Paper Mate division. 1991: Gillette ranks 20th among the Fortune 500.
1996: The company acquires battery manufacturer Duracell.
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SHAVING MEN MACH 3 MACH 3 TOURBO SENSOR SENSOR EXCEL WOMEN VENUS SENSOR DAISY
PERSONAL CARE SHAVING GELS AND FOAMS Gillette serise Satin care Antiperspirant S And Deodrants Gillette serise Right guard Soft & dri Dry idea
ORAL B Manual Toothbrush Es Advantage Indicator Cross action Stages Power Toothbrush Es 3d excel 3 d pulsating Cross action Kids
BRAUN APPLIANCE S BRAUN KITCHEN APPLIANCES Braun hair Care epilation Barun steam Irons Personal Diogonastic
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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 the best 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 category especially when Gillettes strategy has historically 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.
600 500 400 300 200 100 0 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 1st Jan 2005 1st Jan 2006 1st Jan 2007 1st Jan 2008 1st Jan 2009 1st Jan 2010 1st Jan 2011
Share Price 699.95 269.00 317.00 713.90 699.95 735.00 869.95
Market Capitalization (rs. Crores) 845.06 1022.51 2292.22 2205.20 2392.11 2802.74 2695.19
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SHARE HOLDING PATTERN

50 45 40 35 Percentage 30 25 20 15 10 5 0 Indian Promoter Foreign Promotors Non - Institutional Investors Institutional Inverstors
47
41
10 2
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.
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Profit loss account

Jun ' 09 Jun ' 08 Jun ' 07 Dec ' 05 Dec ' 04
Income
Operating income 662.97 591.72 682.56 455.97 409.61
Expenses
Material consumed Manufacturing expenses Personnel expenses Selling expenses Adminstrative expenses Expenses capitalised Cost of sales Operating profit Other recurring income Adjusted PBDIT Financial expenses Depreciation Other write offs Adjusted PBT Tax charges Adjusted PAT Non recurring items Other non cash adjustments Reported net profit Earnigs before appropriation Equity dividend Preference dividend Dividend tax Retained earnings 262.89 12.28 46.78 150.19 24.23 -6.85 489.51 173.45 25.77 199.23 0.03 11.37 187.83 63.88 123.95 -11.46 0.64 113.13 290.14 40.73 6.92 242.49 231.11 8.74 36.75 114.91 33.65 -3.95 421.20 170.51 17.79 188.31 13.98 174.32 64.82 109.50 7.66 0.20 117.37 242.41 40.73 6.92 194.76 257.95 12.30 51.37 146.04 44.17 4.69 516.52 166.04 23.17 189.21 22.30 166.91 73.61 93.29 42.46 6.60 142.36 205.29 57.02 8.72 139.54 165.57 8.36 42.84 85.52 44.07 -0.12 346.25 109.72 16.36 126.08 0.13 15.57 110.38 40.62 69.76 -1.93 0.89 68.72 106.96 32.59 4.57 69.80 138.58 9.01 39.89 72.91 46.35 -0.12 306.62 102.98 13.30 116.29 0.10 16.05 0.28 99.85 36.66 63.19 -5.75 3.79 61.22 75.68 27.70 3.62 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 Share application money Preference share capital Reserves & surplus 32.59 458.30 32.59 392.82 32.59 327.01 32.59 315.63 32.59 284.06
Loan funds
Secured loans Unsecured loans Total 490.89 425.41 359.59 348.21 316.65
Uses of funds
Fixed assets Gross block Less : revaluation reserve Less : accumulated depreciation Net block Capital work-in-progress Investments 246.01 157.50 88.52 2.43 562.37 162.43 399.94 490.89 253.08 161.89 91.19 3.00 524.01 192.79 331.22 425.41 252.63 150.17 102.46 0.59 423.59 167.05 256.54 359.59 272.60 139.93 132.67 3.71 346.47 134.64 211.83 348.21 20.30 263.56 130.13 133.43 0.27 303.85 120.90 182.95 316.65 9.60
Net current assets

Current assets, loans & advances Less : current liabilities & provisions Total net current assets Miscellaneous expenses not written Total
Notes:
Book value of unquoted investments Market value of quoted investments Contingent liabilities Number of equity sharesoutstanding (Lacs) 194.76 205.06 57.47
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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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 MACH3 Refill Cartridges
16-Refills $36 32-Refills $70 64-Refills $138 16-Refills $36 32-Refills $70 64-Refills $138
Gillette MACH3 Turbo Refill Cartridges
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Gillette M3 Power Refill Cartridges
16-Refills $36 32-Refills $70 64-Refills $138 $7.60 - $25.59 Compare prices Gillette Sensor Excel Razor The Self-Adjusting Twin Blades Automatically Adjust to Every Curve of your Face $2.70 Americarx.com Review this merchant 50 Twin II Plus Razor blades with... Personna Twin II Plus Non Pivoting Cartridges with Lubricating Strip fits with Gillette TracII razors.
$11.49 - $24.62 Compare prices Mens Gillette TRAC II Plus - 10 Cartridges High performance personal care for men. Gillette Trac II Plus twin blades for a clean, close shave. With lubrastrip for a... $8.20 - $10.99 Compare prices Gillette Venus Breeze 2 in 1 Razor for... Breeze, Razor Plus Shave Gel Bars
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$29.99 - $37.50 Compare prices Nip 16 Pack Gillette Fusion Power... Up for your consideration is this 16 pack of Gillette Fusion Power refill cartridges. These cartridges will fit any Gillette...
$14.99 - $33.28 Compare prices Gillette Fusion Manual Replacement... 5 Blade Shaving Surface + 1 Precision Trimmer. 5 Blade Shaving Surface Technology - has 5 blades spaced closer together to...
$10.99 - $21.99 Compare prices Gillette Mach3 Turbo Refill Cartridges,... 3 Blades with advanced Anti-Friction coating, for a closer shave with less irritation, even when shaving against the grain....
$7.83 - $21.12 Compare prices Gillette Custom Plus, Disposable Pivot... Comfort blades. Extra lubricating power. Softer UltraGrip. Zip-Pak Resealable Packaging/Resealable Zipper - Keeps razors fresh...
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$39.99 Ebay Trac Ii Razor W/ 5 Cartridges Rare Sealed You are bidding on brand new selaed OLD VERSION GILLETTE TRACII 5 TWIN BLADE SHAVING CARTRIDGES WITH RAZOR. THE UNIT IS VERY...
$10.23 - $13.85 Compare prices Gillette Fusion Power Razor, Phantom, 1 razor Power Razor, Phantom
$10.99 - $17.63 Compare prices Gillette Fusion Catridges for the Manual... Gillette Fusion Catridges Manual Razors for significantly less irritation and more comfort.
$10.99 - $27.86 Compare prices Gillette M3Power Replacement Cartridges,... M3Power cartridges with Gillette's most advanced blade edge technology.Combine with the M3Power razor for a totally new... $15.99 - $23.99 Compare prices Sensor Excel, Refill Cartridges, 10 ea The closest most comfortable shave in the world.
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Consumer Attitude towards Gillete razors 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 and Closing 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 in three 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 redesign of the Mach3 product called the M3Power
Gillette. (2004a).Gillette at a Glance. Gillette.com. Retrieved September 2, 2004 from the <Tab/>World Wide Web at: http://www.gillette.com/ company/gilletteataglance.asp Gillette. (2004b). Gillette Powers Up the World's Best Shave with New M3Power. <Tab/>Gillette.com. Retrieved September
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2, 2004 from the World Wide Web at:
<Tab/>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 and Michael Clark are sponsored by the company. There were calls to boycott Gillette products given their association with Thierry 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 1901-2001

1901 Founded by King C Gillette with William Nickerson in Boston. 1902 1 st Product Double 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
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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

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,
Address of the firm
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 2006-07 2007-08 2008-09 2009-10 2010-11 TURNOVER IN lakhs 60.0 80.4 88.8 92.9 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
Human Resource Department
Business executive
Accountant
DLT Team
Sales Team Leader (STL)
Clerk/Office Boy
Appointments
Distribute Sales Executive (DSE)
Visibility Capital
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4.9 ORGANIZATION STRUCTURE OF THE FIRM Business Executive (B/E)
Sales Team Leader (STL) System Operators (IDS) Distribute Logic Office (DLO)
Distribute Sales Executive (DSE)
Suppliers
Helpers Visibility Capital
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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 Agrwal 2. Nilesh Agrwal 3. Nitin Agrwal
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CHAPTER-V ANALYSIS INTERPRETATION

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) Below 20years 20 to 30 Above 30 Total No. of Respondents 6 15 29 50 Percentage (%) 12 30 58 100
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
60
% of Respondents
50 40 30 20 10 0 Below - 20 Year 20 to 30 Above 30
Age Group Govt. First Grade college. BASAVAPATTANA ~ 46 ~

Table-2 Table showing the number of respondents on the basis of Education Qualification. Qualification Up to SSLC PUC Graduate Post Graduate Others Total No. of Respondents 6 13 15 15 01 50 Percentage (%) 12 26 30 30 02 100
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 to others, which includes illiterates and diploma holders. Graph 2 showing the number of respondents on the basis of Education Qualification.
30
30
30
26
% of Respondent
25 20 15 10 5 0 Up to SSLC PUC Graduate Post Graduate
12
2
Others
Qualification Govt. First Grade college. BASAVAPATTANA
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Table-3 Table showing the number of respondents on the Basis of Occupation. Occupation Employee Business Profession Agriculture Others Total Source: Survey Data No. of Respondents 16 17 11 4 2 50 Percentage (%) 32 34 22 8 4 100
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.
Graph 3 showing the number of respondent on the basis of occupation

35 30 % of Respondent 25 20 15 10 5 0 Employee Business Profession 8 4 22 32 34
Agriculture
Others
Occupations
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` Table-4 Table showing number of respondents on the basis of Monthly Income. Monthly Income(In Rs) Below-10,000 10,000-15,000 15,000-20,000 20,000 and Above Total Source: Survey Data No. of Respondents 5 10 25 10 50 Percentage (%) 10 20 50 20 100
Analysis:
The above table reveals that Among 50 respondents 10% of the respondents income is below Rs.10,000/- per month, 20% of the respondents income is between Rs.10,000-15,000/- per month, 50% of the respondents income is between Rs. 15,000-20,000/- per month and 20% of the respondents income is Rs.20,000/- and above.
Graph 4 showing the number of respondent on the basis of Monthly Income

50
50 40 30 20 10 0 Bellow -10,000 10,000-15,000 15,000-20,000 20,000 and Above
% of Respondent
20 10
20
Monthly Income
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Table-5 Table showing number of respondents on the basis of awareness of Gillette products Name of Gillette Yes No Total Source: Survey Data No. of Respondents 45 05 50 Percentage (%) 90 10 100
Analysis:
From the above table it is evident that out of 50 respondents, 90% of the respondents are aware of Gillette and 10% of the respondents dont know about the Gillette razor. In the above table clear that more people know about Gillette
Graph 5 showing the number of respondent on the basis of awareness of Gillette products
100
% of Respondent
90
90 80 70 60 50 40 30 20 10 0 Yes No
10
Awareness of Gillette product
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Table-6 Table showing number of respondents on the basis of the Source of Information. Sources of Information Friends Relatives Neighbors Advertisement Others Total Source: Survey Data No. of Respondents 07 07 04 29 03 50 Percentage (%) 14 14 08 58 06 100
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.
Graph 6 showing the number of respondent on the basis of the Source of Information % of Respondent
58
60 40 20 0 Friends Relatives Neighboars Advertisement Others
14
14
Source of Information
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Table-7 Table showing number of respondents on the basis of media of advertisement Media of No. of Respondents Percentage (%) advertisement Television News paper Posters Display Others Total Source: Survey Data 25 10 08 05 02 50 50 20 16 10 04 100
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.
60
Graph 7 showing the number of respondent on the basis of media of advertisement

50
% of Respondent
50 40 30 20 10 0
20
16 10 4
Television
News Papers Posters Media of Advetrisement
Display
Others
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Table-8 Table showing the number of respondents on the basis of the Opinion about Advertisement. Opinion Attractive Informative Creative Educative Others Total Source: Survey Data No. of Respondents 20 10 08 10 02 50 Percentage (%) 40 20 16 20 04 100
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.
Graph 8 showing the number of respondent on the basis of the Opinion about Advertisement
% of Respondent
40 20 0
Opinion
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Table-9 Table showing number of respondents on the basis of the use of types of Gillette products use Type of product Blades Razor Shaving cream Deodorants Others Total Source: Survey Data No. of Respondents 10 30 6 3 1 50 Percentage (%) 20 60 12 6 2 100
Analysis:
According to the above table out of 50 respondents, 20% of the respondents using blades, 60% of the respondents are using razor, 12% of the respondents are using shaving cream, 6% of the respondents are using deodorants and 2% of the respondents using others. In the above table it is clear more people are using razor
Graph 9 showing the number of respondent on the basis of the use of type of Gillette products
70 60 60
% of Respondent
50 40 30 20 10 0 Blades Razor Shaving Cream Deodorants Others 20 12 6 2
Products
Govt. First Grade college. BASAVAPATTANA ~ 54 ~

Table-10 Table showing number of respondents on the basis of duration of use the Gillette razor Duration of use Less than 1 year 1 to 2 year 2 to 4 year More than 4 year Total Source: Survey Data No. of Respondents 7 11 13 19 50 Percentage (%) 14 22 26 38 100
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.
Graph 10 showing the number of respondent on the basis of duration of use the Gillet Razor
38
40
% of Respondent
35 30 25 20 15 10 5 0 Less than 1 year 1 to 2 Year
26 22 14
2 to 4 Year
More than 4 Year
Duration of users Govt. First Grade college. BASAVAPATTANA ~ 55 ~

Table-11 Classification of the number of respondents on the basis of factor influenced to buy Gillette razor Factor Performance Price Package Brand image Others Total Source: Survey Data No. of Respondents 23 5 10 9 3 50 Percentage (%) 46 10 20 18 6 100
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.
Graph 11 showing the number of respondent on the basis of factor influenced to buy Gillette razor
50 40 30 20 10 0 Performance Price Package Brand image Others Factor Influenced to buy
46
% of Respondent
20 10
18
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Table-12 Table showing number of respondents on the basis of the satisfaction of Gillette razor satisfaction Yes No Total Source: Survey Data No. of Respondents 35 15 50 Percentage (%) 70 30 100
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
Graph 12 showing the number of respondent on the basis of the satisfaction of Gillette razor
80 70 % of Respondent 60 50 40 30 20 10 0 Yes No
70
30
Satisfaction
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Table-13 classification of number of respondents on the basis of the opinion regarding price of Gillette Razor Price High Reasonable Low Others Total Source: Survey Data No. of Respondents 28 20 1 1 50 Percentage (%) 56 40 2 2 100
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.
4 12
High Reasonable Low Others
80
~ 58 ~

Table-14 Table showing number of respondents on the basis of the opinion regarding Packaging of the Gillette razor Package Good Satisfied Needs improvement Total Source: Survey Data No. of Respondents 19 8 4 31 Percentage (%) 61 26 13 100
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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70 60 50 40 30 20 10 0
61
26 13
Good
Satisfied
Needs improvement
~ 60 ~

Table-15 Table showing number of respondents on the basis of the changes in packing Change in packing Yes No Total Source: Survey Data No. of Respondents 8 23 31 Percentage (%) 26 74 100
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. 74
80 70 60 50 40 30 20 10 0
26
Yes
No
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Table-16 Table showing number of respondents on the basis of the types of changes need Types of changes Size Colour Design Use of Material Others Total Source: Survey Data No. of Respondents 1 2 3 1 1 08 Percentage (%) 12 25 39 12 12 100
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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45 40 35 30 25 20 15 10 5 0 0 1 2 3 4 5 6
39
25
12
12
12
Table-17 Table showing number of respondents on the basis of preferred by all age group Preferred by all Age group Yes No Total Source: Survey Data No. of Respondents 26 5 31 Percentage (%) 83 17 100
Analysis:
Among 31 respondents 83% of the respondents opinion that is preferred by all age group people and 17% of the respondents opinion that it is not preferred by all age group people.
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90 80 70 60 50 40 30 20 10 0
83
17
Yes
No
~ 64 ~

Table-18 the classification of the respondents on the basis of opinion regarding availability
availability Yes No Total Source: Survey Data
No. of Respondents 29 2 31
Percentage (%) 93 7 100
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.
93
100 90 80 70 60 50 40 30 20 10 0 Yes No
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Table-19 classification of the respondents on the basis of Suggests to buy a product
Suggest to buy a No. of Respondents products Yes No Total Source: Survey Data 28 3 31 91 9 100 Percentage (%)
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 to others. In the above table shows number of respondent are they should suggest to others.
120 100 80 60 40 20 0 0 -20 0.5 1 1.5 2 2.5
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~ 67 ~
CHAPTER-VI FINDINGS OF THE STUDY

1. Gillette products are very popular in the market compared to other brand products. 2. Gillette products are largely used by students business men and employee for 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 easily available in the market because its strong distribution network. 5. Quality of the Gillette products is good as per survey. But some consumers complaint 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 the purchase decision. 7. As per the survey 34% of the respondent s who purchase the Gillette razor are graduate. 8. According to survey 36% of the respondent who use the Gillette razor their income 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 employee prefers 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 through advertisement 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 from television. 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 which is provided by the company is more effective. 14. The survey reveals that most of the respondents after the purchase view that reasonable 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 shops c. 32% of the respondents view that good packing. 15. Most of the respondents suggest potential buyer to purchase the Gillette razor. It shows that they are loyal customers of Gillette company.
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RECOMMENDATIONS AND CONCLUSION

SUGGESTIONS; 1) Lowering the Price: As compared to other company products, price of the Gillette products is higher so consumer suggested that the company should think on reducing the price of Gillette products. 2.) Improve quality: The consumers suggestions the quality of the products should be still improved to cope up with stiff competition. 3) Attraction: Gillette products attraction is not bad but further attraction is necessary because consumer attitude change very quickly. 4) Gift pack: It is better to the company to spend more for promoting gift pack which must be more and more attractive and mew schemes and offers should be givens such as by giving seasonal offers to boost the sales. 5) Provide good discreet offers: Compared to other brand products offers available from Gillette products is less. So take the interest on increasing the offers to consumers.
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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 makes available 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 the company 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
~ 72 ~
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 you Your 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 c) Graduation b) P.U.C d) Post Graduation
e) Any other please specify. 5] Occupation: a) Employee c) Profession b) Business d) Agriculture
e) Any other please specify. .. 6] Monthly Income (in Rs.) a) Less then 10,000 c) 15,000 to 20,000 b) 10,000 to 15,000 d) above 20,000
7] Have you heard the name of Gillette? a) Yes b) No 8] If yes, name the source of information b) Friends c) Neighbors d) Colleagues b) Relative d) Advertisement f) Any other please specify. .
9] If through advertisement, which media? a) Television (T.V.) b) Newspaper c) Posters d) Display e) Any other please specify. .. 10] What is your opinion about advertisement? a) Attractive d) Educative a) Blades d) Deodorants b) Informative c) Creative e) Any other please specify.. b) Razors
11] Which of these Gillette products do you use? c) Shaving cream 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 c) 2 to 4 years b) 1 to 2 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) Yes b) No If 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) No
If Yes, What type of changes do you need? a) Size d) Use of Material b) Color c) Design e) Other please specify.
18] Is it preferred by all age group people? a) Yes b) No
19] Is it available in all shops? a) Yes b) No 20] Do you wish to suggests Gillette Razors to potential buyers? a) Yes b) No 21] Suggestions if any specify . .. .. Place: If no, state the reason...
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Date:
Signature
THANK YOU VERY MUCH FOR YOUR KIND CO-OPERTION
~ 76 ~
BIBLIOGRAPHY
BOOKS
Marketing Management Marketing Management Marketing Management Project work for guidelines ----Philip Kotler Boyd Walker
--- Maxwell McMillan
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
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Consumer Attitude towards Gillete razors

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

1.1 General introduction

1.2 Specific introduction

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

1.3 Objectives of the Study:

1.4 SCOPE OF THE STUDY:

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

1.5 RESEARCH METHODOLOGY:

3) Geographical area covered. Govt. First Grade college. BASAVAPATTANA ~4~

Consumer Attitude towards Gillete razors

1.6 Limitations of the Study:

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

1.7 CHAPTER SCHEMES.

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

Chapter - II COMPANY PROFILE

Gillette- Company of USA

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

2.2 COMPANY OVERVIEW

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors 2.3 COMPANY ACHIEVEMENT

2.4 Objectives of the company

Govt. First Grade college. BASAVAPATTANA

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors 2.6 GILLETTE LOCATIONS

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

2.7 BOARD OF DIRECTORS

2.8 Gillette's (G) Mission Statement

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

2.9 SWOT ANALYSIS:

Strong parental support in advertising and promotion:

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

WELL DIVERSIFIED PROTFOLIO:

STRONG R&D TEAM:

GROWING DISPOSABLE INCOME: Govt. First Grade college. BASAVAPATTANA ~ 17 ~

Consumer Attitude towards Gillete razors

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

Key Success Factor

1996: The company acquires battery manufacturer Duracell.

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

2.10 ORGANIZATION CHART

Govt. First Grade college. BASAVAPATTANA

Consumer Attitude towards Gillete razors

2.11 Promotion Activities

Govt. First Grade college. BASAVAPATTANA