COMPANY PROFILE

HISTORY OF P&G

William Procter, a candlemaker, and James Gamble, a soapmaker, formed the company
known as Procter & Gamble in 1837. The two men, immigrants from England and
Ireland respectively, who had settled earlier in Cincinnati might never have met had they
not married sisters, Olivia and Elizabeth Norris.

Since both their industries used similar resources, the Panic of 1837 caused intense
competition between the two and as a result it led to discord with the family. Alexander
Norris, their father-in law decided to call a meeting where he convinced his new sons-in-
law to become business partners. On October 31, 1837, as a result of the suggestion, a
new enterprise was born: Procter & Gamble.

The company prospered during the nineteenth century. In 1859, sales reached one million
dollars. By this point, approximately eighty employees worked for Procter & Gamble.
During the American Civil War, the company won contracts to supply the Union Army
with soap and candles. In addition to the increased profits experienced during the war, the
military contracts introduced soldiers from all over the country to Procter & Gamble's
products. Once the war was over and the men returned home, they continued to purchase
the company's products.

In the 1880s, Procter & Gamble began to market a new product, an inexpensive soap that
floats in water. The company called the soap Ivory. In the decades that followed, Procter
& Gamble continued to grow and change. The company became known for its
progressive work environment in the late nineteenth century. William Cooper Procter,
William Procter's grandson, established a profit-sharing program for the company's
workforce in 1887. He hoped that by giving the workers a stake in the company, they
would be less inclined to go on strike.

Over time, the company began to focus most of its attention on soap, producing more
than thirty different types by the 1890s. As electricity became more and more common,
there was less need for the candles that Procter & Gamble had made since its inception.
Ultimately, the company chose to stop manufacturing candles in 1920.

In the early twentieth century, Procter & Gamble continued to grow. The company began
to build factories in other locations in the United States, because the demand for products
had outgrown the capacity of the Cincinnati facilities. The

company's leaders began to diversify its products as well and, in 1911, began producing
Crisco, a shortening made of vegetable oils rather than animal fats. In the early 1900s,
Procter & Gamble also became known for its research laboratories, where scientists
worked to create new products. Company leadership also pioneered in the area of market
research, investigating consumer needs and product appeal.

As radio became more popular in the 1920s and 1930s, the company sponsored a number
of radio programs. As a result, these shows often became commonly known as "soap
operas."

Throughout the twentieth century, Procter & Gamble continued to prosper. The company
moved into other countries, both in terms of manufacturing and product sales, becoming
an international corporation with its 1930 acquisition of the Newcastle upon Tyne-based
Thomas Hedley Co. Procter & Gamble maintained a strong link to the North East of
England after this acquisition. In addition, numerous new products and brand names were
introduced over time, and Procter & Gamble began branching out into new areas.

The company introduced Tide laundry detergent in 1946 and "Prell" shampoo in 1950. In
1955, Procter & Gamble began selling the first toothpaste to contain fluoride, known as
"Crest". Branching out once again in 1957, the company purchased Charmin Paper Mills
and began manufacturing toilet paper and other paper products. Once again focusing on
laundry, Procter & Gamble began making "Downy" fabric softener in 1960 and "Bounce"
fabric softener sheets in 1972. One of the most revolutionary products to come out on the
market was the company's "Pampers", first test-marketed in 1961.

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Prior to this point disposable diapers were not popular, although Johnson & Johnson had
developed a product called "Chux". Babies always wore cloth diapers, which were leaky
and labor intensive to wash. Pampers simplified the diapering process.

Over the second half of the twentieth century, Procter & Gamble acquired a number of
other companies that diversified its product line and increased profits significantly. These
acquisitions included Folgers Coffee, Norwich Eaton Pharmaceuticals, Richardson-
Vicks, Noxell, Shulton's Old Spice, Max Factor, and the Iams Company, among others.

In 1994, the company made headlines for big losses resulting from leveraged positions in
interest rate derivatives, and subsequently sued Bankers Trust for fraud; this placed their
management in the unusual position of testifying in court that they had entered into
transactions they were not capable of understanding.

In 1996, Procter & Gamble again made headlines when the Food and Drug
Administration approved a new product developed by the company, Olestra. Also known
by its brand name Olean, Olestra is a substitute for fat in cooking potato chips and other
snacks. Procter & Gamble has expanded dramatically throughout its history, but its
headquarters still remains in Cincinnati. {Source, Ohio History Central.}

In January 2005 P&G announced an acquisition of Gillette, forming the largest consumer
goods company and placing the Anglo-Dutch Unilever into second place. This added
brands such as Gillette razors, Duracell, Braun, and Oral-B to their stable. The
acquisition was approved by the European Union and the Federal Trade Commission,
with conditions to a spinoff of certain overlapping brands. P&G has agreed to sell its
SpinBrush battery-operated electric toothbrush business to Church & Dwight. It also
plans to divest Gillette's oral-care product line, Rembrandt. The deodorant brands Right
Guard, Soft & Dri, and Dry Idea were sold to Dial Corporation. The companies officially
merged October 1, 2005.

P&G's dominance in many categories of consumer products makes its brand management
decisions worthy of study. For example, P&G's corporate strategists must account for the
likelihood of one of their products cannibalizing the sales of another
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P&G Home Products Limited is one of India's fastest growing Fast Moving Consumer
Goods Companies that has in its portfolio P&G's global brands such as Ariel and Tide in
the Fabric Care segment, and in the Hair Care segment: Head & Shoulders - world's
largest selling anti-dandruff shampoo; Pantene - world's No. 1 beauty shampoo; and
Rejoice Asia's No. 1 shampoo.

P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble Company,
USA, that in India, has carved a reputation for delivering superior quality, value-added
products to meet the needs of consumers.

P&G Hygiene and Health Care Limited is one of India's fastest growing Fast Moving
Consumer Goods Companies that has in its portfolio P&G's billion dollar brands such as
Vicks & Whisper. With a turnover of Rs. 500+ cores, the Company has carved a
reputation for delivering high quality, value-added products to meet the needs of
consumers.

P&G Hygiene and Health Care Limited takes pride in being voted India's Best Employer
2003 in a survey of 200 companies conducted by International HR Consultancy Hewitt
Associates in association with Business Today magazine. Earlier, the Company was
voted India's 2nd Best Employer in previous editions of the survey in 2001 and 2002.
Notably, there are over 200 Indian employees with P&G Subsidiaries abroad.

P&G and Gillette merge into one company and add five more Billion Dollar Brands to
our product portfolio including Gillette and Braun's shaving and grooming products, the
Oral-B dental care line and Duracell batteries.

BACKGROUND NOTE:

The US based P&G is the no.1 maker and marketer of household products in the US and
one of the largest FMCG companies in the World. It was established in 1837 when
William Procter, a candle maker and his brother-in-law, James gamble a soap maker,
merged their small businesses. They setup a shop in Cincinnati and nicknamed it
‘porkoplis’ because of its dependence on swine slaughterhouses. By 1859, P&G was
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generating sales of Rs. 10mn. The company introduced Ivory a floating soap in 1879 and
Crisco, the first all vegetable shortening in 1911.

Between 1940’s and 1960’s P&G embarked on a series of acquisition. The company
acquired Spic & Span (1945), Duncan Hines (1956), Clorox (1957, sold in 1968) and
Folgers coffee (1963). In 1985, P&G announced several major organizational changes
relating to category management, purchasing, manufacturing, engineering and
distribution.

After witnessing a period of significant organic and inorganic growth worldwide, P&G
began to face several problems during the 1990’s. Its new products development
activities seemed to have slowed down. Reportedly, its risk-averse culture seems to be
stifling innovation and obstructing commercialization of new ideas quickly. During the
late 1990’s P&G revenues were stagnant and its income was decreasing.

By mid 2003 the company was well on its way towards achieving these targets. It
streamlined its businesses by broadly dividing them in to 5business segments- Fabric and
homecare, Baby, Feminine, and family care, beauty care, health care and Food &
beverages. These segments comprised of several product division that collectively sold
more than 300 brands to nearly 5bn consumers in 160 countries across the globe. Some
major P&G brands were Tide, Ariel, Pampers, Whisper, Pantene, Cheer, gain, head &
shoulders, Clairol herbal essences, Ivory personal care, Crest, Vicks Vaporub, Actonel
and Max Factor cosmetics.

For the financial years ending June 2003, P&G reported revenues of Rs. 86.76bn and net
earnings of Rs. 10.36bn. In 2003 the company was ranked 31st among the fortune 500
companies. P&G had operation in 80 countries globally. With an employee strength of
around 110,000 worldwide.

COMPANY PURPOSE:

We will provide branded products and services of superior quality and value that improve
the lives of the world's consumers. As a result, consumers will reward us with leadership
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sales, profit, and value creation, allowing our people, our shareholders, and the
communities in which we live and work to prosper.

COMPANY VALUES:

P&G is its people and the values by which we live. We attract and recruit the finest
people in the world. We build our organization from within, promoting and rewarding
people without regard to any difference unrelated to performance. We act on the
conviction that the men and women of Procter & Gamble will always be our most
important asset.

INTEGRITY

 We always try to do the right thing.

 We are honest and straightforward with each other.

 We operate within the letter and spirit of the law.

 We uphold the values and principles of P&G in every action and decision.

 We are data based and intellectually honest in advocating proposals, including

recognizing risks.

PASSION FOR WINNING

 We are determined to be the best at doing what matters most.

 We have a healthy dissatisfaction with the status quo.

 We have a compelling desire to improve and to win in the marketplace.

TRUST

 We respect our P&G colleagues, customers, and consumers, and treat them, as we
want to be treated.

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  We have confidence in each other's capabilities and intentions.

 We believe that people work best when there is a foundation of trust.

COMPANY PRINCIPLES

a) We Show Respect for All Individuals

 We believe that all individuals can and want to contribute to their fullest potential.

 We value differences.

 We inspire and enable people to achieve high expectations, standards, and

challenging goals.

 We are honest with people about their performance.

b) The Interests of the Company and the Individual Are Inseparable

 We believe that doing what is right for the business with integrity will lead to
mutual success for both the Company and the individual. Our quest for mutual
success ties us together.

 We encourage stock ownership and ownership behavior.

c) We Are Strategically Focused in Our Work

 We operate against clearly articulated and aligned objectives and strategies.

 We only do work and only ask for work that adds value to the business.

 We simplify, standardize, and streamline our current work whenever possible.

d) We Value Personal Mastery

 We believe it is the responsibility of all individuals to continually develop

themselves and others.

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  We encourage and expect outstanding technical mastery and exceptional
excellence.

e) We Seek to Be the Best

 We strive to be the best in all areas of strategic importance to the Company.

 We benchmark our performance rigorously versus the very best internally and
externally.

 We learn from both our successes and our failures.

f) Innovation Is the Cornerstone of Our Success

 We place great value on big, new consumer innovations.

 We challenge convention and reinvent the way we do business to better win in the
marketplace.

DISTRIBUTION CHANNEL OF COMPANY:

Material is procured by C.G. marketing from P&G Mumbai. Then it is distributed to the
wholesaler, retailer, & distributor.

Procedure of distribution

1. Sales executive from C. G. Marketing visit to various wholesaler, and retailer

2. Then stock check by him

3. Then he take the order from shop and also suggest to add the new goods of P&G

4. Then he put forward orders to C. G. Marketing office

5. The material is outward from C.G. Marketing office to various shop from were
the order is taken.

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PRODUCT RANGE

Fabric Care

Procter & Gamble has two of its world-leading detergents – Tide and Ariel, in India to
cater to the main concerns of the Indian households, namely, outstanding whiteness and
stain-removal.

Ariel Front-O-Mat

Ariel 2 Fragrances

Tide Detergent

Tide Bar

ARIEL 2 FRAGRANCES:-

In 1991, Procter & Gamble India launches Ariel detergent - another of P&G's global,
breakthrough technology products. Also, in the same year the Mandideep (Bhopal)
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Factory starts its operations. Ariel is the world’s leading detergent and epitomizes ‘stain
removal’.

Core Target Audience

Females seeking superior end result from their cleaning

Core Equity

Best possible cleaning as shown by stain removal

Key Features & Benefits

 Provides superior cleaning, removing stains in the 1st wash.

 Revolutionary new technology ‘ZPB’ helps remove clay stains better

 Ideal for hand wash and top loading machines.

 Available in 2 scents to appeal more consumers.

SKU Lineup

SKU 20gm 200gm 500gm 1kg 1.5kg

MRP (Rs.) 2 26 55 107 158

ARIEL FRONT-O-MAT:-

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Ariel Front-o-Mat is introduced in India exclusively for front load washing machines.
The unique tumble wash technology of front-loading machines needs a special chemistry,
which Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the
need to bucket soak and a scrub.

Core Target Audience

Females seeking superior end result from their cleaning in front-loading washing
machines

Core Equity

Best possible cleaning as shown by stain removal

Key Features & Benefits

 Low suds. Ideal for front-loading machines, which need a special detergent
chemistry due to their tumble wash technology.

 Using Ariel Front-O-Mat completely eliminates the need to bucket soak and
scrub.

SKU Lineup

SKU 1kg

MRP (Rs.) 155

TIDE

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Launched in India in mid-2000,
Tide provides
‘Outstanding Whiteness’ on white clothes & excellent cleaning on colored clothes as
well. This is possible, due to its ‘anti-redisposition’ global technology, which Tide
employs.

Core Target Audience

Females wanting to keep their family’s clothes absolutely clean

Core Equity

Superior whiteness for everyday family clothes

Key Features & Benefits

 World’s first and most trusted detergent.

 Tide provides superior whiteness for everyday clothes.

 Brightens colored clothes due to the ‘Anti-Redeposition’ global

technology, which prevents dirt from re-settling on the fabric during the
wash itself.

SKU Lineup

SKU 20gm 200gm 500gm 1kg 2kg 4kg

MRP (Rs.) 2 11 26 51 102 204

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Hair care

P&G’s Beauty Business is over US$ 10 Billion in Global Sales, making it one of the
world’s largest beauty companies. The P&G beauty business sells more than 50 different
beauty brands including Pantene, Olay, SK-II, Max Factor, Cover Girl, Joy, Hugo Boss,
Herbal Essences and Clairol Nice ’n’ Easy. In India, P&G’s beauty care business
comprises of Pantene, the world’s largest selling shampoo, Head & Shoulders, the
world’s No. 1 Anti-dandruff shampoo and Rejoice – Asia’sNo.1Shampoo.
Procter & Gamble is committed to making every day in the lives of its consumers better
through the superior quality of its products and services.

 Pantene Pro V
 Head & Shoulders
 Rejoice
 PANTENE PRO V

Core Target Audience

Female, 18-34 years old

Core Equity

Beauty via superior hair health transformation

Key Features & Benefits

 Amino Pro-V Complex that makes hair 10 times stronger.

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  Gentle enough for daily use, even on premed or color-treated hair.

Variants

 Smooth & Silky for Straighter hair. High conditioner level for healthy, straight
looking hair with a vibrant shine.

 Volume & Fullness for Thicker hair. High conditioner level for a healthier,
fuller and bouncier feel to the hair.

 Lively Clean for Livelier hair. Low conditioner level that converts weighted
down and oily hair to clean, fresh and healthy hair that remain free-flowing
throughout the day.

 Long Black for the Long & Black hair look. High conditioner level. Darkens
each strand of hair uniformly from root to tip and enables women to keep their
hair long.

 Hair Fall Control for reducing hair fall by 50% in just 2 months. High
conditioner level.

SKU Lineup

Variant 7.5ml 100ml 200ml 400ml

Smooth & Silky 3 54 99 164

Hair Fall Control 3 54 99 164

Lively Clean 3 - 99 -

Long Black 3 54 99 -

Anti Dandruff 3 54 99 -

HEAD & SHOULDERS

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Core Target Audience

Male/Female, 18-34 years

Core Equity

Superior Anti-Dandruff efficacy and superbly attractive hair

Key Features and Benefits:

 Anti-Dandruff shampoo with ZPT & conditioner.

 Removes flakes itchiness, irritation, dry Scalp & Oiliness- the five signs of
Dandruff.

Variants:

 Smooth & Silky for Straighter hair: High conditioner level. Relieves hair
dryness to make the hair silky smooth.

 Silky Black: High conditioner level. Has black sesame and walnut extracts
that nourish hair and scalp to make black hair look silky.

 Clean & Balanced: Medium conditioner level. Has a cleansing system that
gives your hair a wonderfully clean look and feel.

SKU Line-up

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 Variant 7.5ml 100ml 200ml 400ml

Smooth & Silky 3 64 122 215

Clean & Balanced 3 64 122 -

Aloe Vera 3 64 122 -

Silky Black 3 64 122 -

Refreshing Menthol 3 64 122 -

Natural Shine 3 64 122 -

Health Care

VICKS

Vicks is India’s No.1 Cough & Cold Brand. It created the cold & cough Over-the-
Counter (OTC) category in India way back in 1952 and has led the category till date.
Today it has completed more than 50 years in India. Its current portfolio in India
comprises Vicks Action500+, Vicks VapoRub, Vicks Cough Drops, Vicks Formula 44
Cough Syrup and Vicks Inhaler. It was rated as ‘India’s Most Trusted Brand’ by the
‘Advertising & Marketing’ Magazine and continues to be on top of the charts of Brand-
Equity surveys till date.

The Vicks business in India is the biggest in the ASEAN-Australasia-India (AAI) region.
Over the years, Vicks has launched several heart-tugging advertising campaigns, some of
which were – the ‘Happy Birthday Mummy’ and ‘Touch Therapy’ campaigns for Vicks
VapoRub, the ‘Khich Khich Dooor Karo’ ad for Vicks Cough Drops, the ‘Haan Bhai
Haan’ ad for Vicks Action 500.

 Vicks VapoRub
 Vicks Inhaler
 Vicks Formula 44
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  Vicks Cough Drops
 Vicks Action 500+

VICKS VAPORUB:-

Core Target Audience:

Mothers with Children between 3-8 seeking comforting cold relief.

Core Equity:

Fast acting relief from the 6 symptoms of cold.

Key Features and Benefits:

 Finds a place in every Indian home, due to its proven performance against
cold over decades.

 Works on the 6 symptoms of cold blocked nose, breathing difficulty,

cough, body ache, congestion and headache.

 Ayurvedic and safe for regular use. Contains Kapoor (Camphor), Pudinah
ke Phool (Menthol), Nilgiri Tel (Eucalyptus Oil).

 Applied externally, so it is safer than pills and also doesn’t interact with
other medication.

Grooming & Personal Care

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Gillette M3Power

The Gillette M3Power razor is the first battery-powered shaving system from Gillette

Gillette Mach3 and Mach3 Turbo

Gillette's best manual razor for a close shave, with less irritation - Even when shaving
against the grain

Gillette M3 Power and M3 Power Nitro

The Gillette M3Power razor is the first battery-powered shaving system from Gillette.

After Shave Lotion

Combines the refreshment of a lotion with the masculine invigorating fragrance of Old
Spice

Pre-electric Shave Lotion

For a smoother, more comfortable shave, apply to the face prior to an electric shave.

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Gillette Fusion Pre and Post Shave

A range of shaving gels and foam plus a post-shave Hydra Soothe Balm and Hydra Cool
Gel to calm your just-shaved skin

Gillette Fusion Manual and Fusion Power

 Gillette's Best Shave in Manual and Battery Power.

 The following products made by Gillette/Procter & Gamble contain PVC plastic
in the packaging:
 Fusion Razor (20001906)
 Mach3 Razor
 Turbo Razor
 Fusion Razor
 Venus Vibrance Razor
 Gillette For women - Venus razor blade
 Gillette M3 Power razor blade
 Gillette Sensor 3 for women razor blade
 Gillette Venus divine razor blade
 Gillette m3 power nitro razor

COMPANY SWOT ANALYSIS

Strengths Weaknesses

Market Leader Long Development Cycles

Strong Brand Image Relatively Static Market Growth

Global Presence Heavy Dependence on High

Aggressive Advertising Street Retail Outlets

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Quality & Innovation Expensive Brand Maintenance

Portfolio Range (Mach 3 etc)

Demographic Changes New Competitors

Changing Societal Attitudes Cloning of Successful brands

Consumer Brand Preference Increasing Buyer Power

Demand for High Quality (Inventory De-stocking)

Use of JIT and ICT (e-com) Growth in Substitutes

New Production Technology Own Label Fits

Increased Grooming Sophistication Economic Downturn

STRENGTH

Gillette Clinical Strength is specially formulated to provide effective protection for the
heaviest of sweaters and men who worry about excessive underarm perspiration. The
Triple-Protection Technology provides three unique layers of protection, including
clinically proven prescription-strength wetness protection, odor-fighting microcapsules to
absorb odor and release a fresh, clean scent throughout the day and skin-conditioning
ingredients to minimize irritation. Gillette Clinical Strength contains the highest level of
active ingredient allowed without a prescription. It is less acidic than aluminum chloride
19
(used in many prescription antiperspirants) and thus, helps significantly reduce the
potential for skin irritation. In fact, in clinical studies, Gillette Clinical Strength was
significantly less irritating than a prescription product containing aluminum chloride.

 Vibrating razor with an extremely close shave

 smooth shave

 5 blades taking off facial hair means less skin that can get in between the blades

 Close shave, durability.

-Strong and well differentiated brands with leading share positions.

-Brand portfolio includes both global Unilever brands and local brands of specific
relevance to India.

-Consumer understanding and systems for building consumer insight.

-Strong R&D capability, well linked with business.

-Integrated supply chain and well spread manufacturing units.

-Distribution structure with wide reach, high quality coverage and ability to leverage
scale.

-Ability to deliver Cost Savings.

-Access to Unilever global technology capability and sharing of best practices from other
Unilever companies.

-High quality manpower resources.

WEAKNESSES

Complex supply chain configuration, very large numbers of SKU's with dispersed
manufacturing locations.Price positioning in some categories allows for low price
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competition. High Social costs (housing, foodgrains & firewood, health and other welfare
measures) in the plantation business.

OPPURTUNITIES :

 -Brand growth through increased consumption depth and frequency of usage

across all categories.
 -Market and brand growth through increased penetration especially in rural areas.
 -Upgrading consumers through innovation to new levels of quality and
performance. Emerging Modern Trade for introduction of more up market
Personal Care products. Growing consumption in Out of Home categories.
 -Establishing HLL as a sourcing hub for Unilever companies in various countries.
 Leveraging the latest IT technology.

THREATS

Increased consumer spends on education, consumer durable, entertainment, travel etc.

resulting in lower share of wallet for FMCG. Aggressive price competition from local
and multinational players. Grey imports. Spurious/counterfeit products in rural areas and
small towns. Changes in fiscal benefits. Unfavourable raw material prices in oils, tea
commodity etc.

• BLADES & RAZORS STRATEGY

Innovation through Research & Development

 Premium Brand - Premium Price

 Build Global Product Branding
 Build Strong Brand Loyalty
 Greater Efficiency at Lower Cost.
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  Maintain Superior Growth in Market Share
 Build Shaving Systems Sub-Segment
 Invest in technology and product innovation

FUTURE GILLETTE STRATEGIES

• High Branding/Quality - Premium Price

• Develop New Market Segments & Niches through R&D

• Maintain/Promote Strong Brand Loyalty

• Tailoring Demographic Targeting (E.g. US vs Europe)

• Reduction in Product Unit Costs

• Grow Razor Systems Segment

• Strategic Alliances (Suppliers and Distributors)

• Shedding Non-Core Businesses (E.g. Papermate)

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 DATA ANALYSIS

1 Had you heard about company Gillette from P&G?

Awareness about the Gillette

Yes 74

No 26

Awareness about the Gillette

No
26%

Yes
74%

Gillette India has a very old presence in world wide while judging this statement we did
brief survey of 100 People and according to our out put the data 74% people are actually
aware about the Gillette as a brand name and the Gillette . While still 26% people still
not aware about the Gillette

Gillette need to focus to target 26% those people who doesn’t know about the Gillette .
Customer satisfaction and loyalty would come if the customer aware about the Gillette ’s
so effectively only 74% customer who knew very well what Gillette doing in the Indian
market and what available is for the customer.

If Yes

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2 How you came to know about this company?

Awareness about the Gillette

Newspaper 40

By Friend 17

Means of Advertisement 62

Self Research 42

Hoarding 52

Retailers 10

Awareness about the Gillete

Retailers Newspaper
4% 18%
Hoarding
23% By Friend
8%
Means of
Self Research Advertisement
19% 28%

How people got to know about the Gillette , there is various ways. Once customer know
about the company brand so for Gillette in my project effective people for the survey is
223 because they know about the Gillette ’s brand name. people got to know about the
Gillette from various parameter, like 23% people got to know about the Gillette through
Hoarding while 28% people got to know from the advertisement that is doing by the
company while 19 % people knew Gillette ’s brand through the self research and news
paper is only effective by the 18%. Recommendation to increase awareness among the
customer for Gillette can be focused more to hoarding advertisement rather than the

24
news paper also self research contributed maximum so Gillette brand awareness so
Gillette increase to advertise on internet, book etc.

3 How would you rate s of company?

Customer satisfaction from

Excellent 34

Very Good 76

Good 85

Poor 28

Customer satisfaction from product

Poor Excellent
13% 15%

Good
38%
Very Good
34%

Out of 100 valuable customer for our survey it seems that 15% rated Gillette ’s as
excellent in quality while 34% rated as very good experience that they have while using
Gillette ’s and 38% people are rated as good to using Gillette ’s .

25
Recommendation about the Gillette would be 13% people rated Gillette as poor one so
company need to focus on those area why people rate as a poor why they perceive that
Gillette ’s quality is poor.

4 How would you rate services of the company?

Customer satisfaction from Services

Excellent 50

Very Good 67

Good 57

Poor 49

Customer satisfaction from Services

Poor Excellent
22% 22%

Good Very Good

26% 30%

Recent survey conducted by the Business standard and it shows customer satisfaction
also depends upon what is you sales after service strategy, according to our survey about

26
the Gillette 22% people rated Gillette as a excellent service provider while 30% rated it
has very good sales after service support and 26% rated good for the service to Gillette ’s.

The concern area for Gillette is 22% people who rated Gillette service as a poor one and
not which is one of the area where customer are not satisfied so for the Gillette it need to
be justify and fill the gap as soon as possible.

5 What is your overall opinion about the service provided?

According to our survey result overall customer satisfaction level from the various
service like warranty, customer care, etiquette of the employee people are saying it is
good company with providing day by day better service.

Some people says Gillette as a organization not having flexible service to the customer
like 24*7 wise also some time they are arrogant to the customer.

6 Did you have any suggestions to improve the services?

Few Suggestions is

 24*7 customer support

 All India one warranty card

 Better replacement if is not good.

 Phone of live facility to take a brief about

7 What problem did you face while getting s serviced?

 Employees are at times not having manner to talk

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  Fault occurrence after get repaired the

8. Did you find the s up to the standard or Marks as specified before purchase?

Standard

Yes 201

No 22

Product Standard

No
10%

Yes
90%

Before purchase customer are very cautious about the quality and it’s standard in the
case of Gillette about 90% people are happy with the kind of quality that they would
received before purchasing the Gillette . While only 10% people are not satisfied the
quality of Gillette .
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9. Are you using other company are (Same type of s) simultaneously?

Comparison with

Yes 218

No 5

Comparison with Product

No
2%

Yes
98%

Using Gillette with the other company which gives insight to know more about the
competition level for the Gillette now we got very surprisingly result 98% people says
yes while using Gillette they also using some other company . So kind of competition we

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can feel that Gillette has. Only 2% people using Gillette. Which quite less than the other
favorable out put

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10 Would you recommend company’s s to others?

Recommendation to other

Yes 219

No 4

Recommendation to other

No
2%

Yes
98%

Recommendation to other means customer buy the due to influenced by the others also
which shows very beneficial for the company. 98% people who is using Gillette is ready
to recommend others to use Gillette which is very positive sign for the customer. Now
move to other strata 2% only those people who doesn’t want to recommend Gillette to
others

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 CONCLUSION

Before we begin to examine the conceptual foundations of customer satisfaction, it will

be useful to define what customer satisfaction is. A narrow perspective of customer
satisfaction is database marketing emphasizing the promotional aspects of marketing
linked to database efforts.

Another narrow, yet relevant, viewpoint is to consider customer satisfaction only as

customer retention in which a variety of after marketing tactics is used for customer
bonding or staying in touch after the sale is made.

Shani and Chalasani define customer satisfaction marketing as “an integrated effort to
identify, maintain, and build up a network with individuals consumers and to
continuously strengthen the network for mutual benefit of both sides, through interactive,
individualized and value-added contacts over a period of time”.

The core theme of all customer satisfaction and relationship marketing perspectives is its
focus on co-operative and collaborative relationships between the firm and its customers,
and/or other marketing actors.

customer satisfaction is based on the premise that, by having a better understanding of the
customers’ needs and desires we can keep them longer and sell more to them.

Growth Strategies International (GSI) performed a statistical analysis of Customer

satisfaction data encompassing the findings of over 20,000 customer surveys conducted
in 40 countries by Infoquest.

The conclusions of the study were:

 A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as

a Somewhat Satisfied Customer.

 A Totally Satisfied Customer contributes 17 times as much revenue as a Somewhat

Dissatisfied Customer.
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 A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times what a
Totally Satisfied Customer contributes to a business.

 By reducing customer defection (by as little as 5%) will result in increase in profits
by 25% to 85% depending from industry to industry.

An important facet of customer satisfaction is “customer selectivity”. As several

research studies have shown not all customers are equally profitable (Infact in some
cases 80% of the sales come through 20% of the customers). The company must
therefore be selective and tailor its program and marketing efforts by segmenting and
selecting appropriate customers for individual marketing programs. In some cases, it
could even lead to “ outsourcing of some customers” so that a company better utilize its
resources on those customers it can serve better and create mutual value. However, the
objective of a company is not to really prune its customer base but to identify
appropriate customer programs and methods that would be profitable and create value
for the firm and the customer. Hence, CUSTOMER SATISFACTION is defined as:

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 RECOMMENDATIONS

Some of the Recommendation for Gillette that I analyze after making my project report is
following below.

 Out of our 100 sample size 26% people still not aware about the Gillette product
so Gillette need to focus on more product awareness because it is the first and
foremost thing for any organization

 Recommendation to increase awareness of customer for Gillette company my be

focused more to hoarding advertisement rather than the news paper also self
research contributed maximum awareness to the Gillette brand so Gillette increase
to advertise on internet, book etc.

 Recommendation about the Gillette would be 13% people rated Gillette product
as poor company need to focus on those area why people rate as a poor why they
perceive that Gillette product’s quality is poor.

 The concern area for Gillette is 22% people who rated Gillette service as a poor
which is one of the area where customer are not satisfied so for the Gillette it need
to be justify and fill the gap as soon as possible.

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 FUTURE PROSPECTS

From the data interpretation and conclusion there are some suggestion, which can help
company to build up strong position in market and to increase the sale of products.

 As, it is to be known that advertisement and promotional activities plays a vital

role in influencing the purchasing decision of the product so P&G should invest
on advertisement.
 P&G should more concentrate on facility like on time visit, replacement.
 The company should promote the Golden Store Scheme to all categories of shops.
 The company should keep watch of the competitors schemes.

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 BIBLIOGRAPHY

1. C.R. Kothari, “ Research Methodology”, second edition, Wishwa Prakashan a

Division of Wiely Eastern Limited Pune, new Delhi-110001.

2. Philip Kotler and kenin Lane Keller, “ Marketing Management” Twelfth edition
Prentice Hall Of India PVT. LTD New Delhi.-110001.

3. http://www.p&g.com

4. http://wikipedia.org/wiki/pune

5. http://www.google.com

6. HARISH KUMAR(sales manager,p&g)

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 QUESTIONNAIRE

1 Had you heard about company Gillette from P&G?

(a) Yes (b) No

If Yes

2 How you came to know about this company?

(a) By Newspaper (b) By Friend

(c) Other Means of Advertisement. (d) Others (Specify) _________________

3 How would you rate company?

(a) Excellent (b) Very Good

(c) Good (d) Poor

4 How would you rate services of the company?

(a) Excellent (b) Very Good

(c) Good (d) Poor

5 What is your overall opinion about the service provided?

__________________________________________________________________
__________________________________________________________________

6. Did you have any suggestions to improve the services?

__________________________________________________________________
__________________________________________________________________

7. What problem did you face while getting p&g serviced?

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__________________________________________________________________
__________________________________________________________________

8. Did you find the products of p&g up to the standard or Marks as specified before
purchase?

(a) Yes (b) No (Specify)___________________

9. Would you recommend company’s s to others?

(a) Yes (b) No

38