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Gillete
INDIA LTD.
(INDIAN SHAVING PRODUCTS LIMITED-ISPL)
SUBMITTED BY:

GROUP B-6

PALASH AGARWAL (11P095) ANAND KUMAR (12P127) ANKUSH SINGLA (12P129) ASHWIN BHOOMI (12P131) ADITYA CHADHA (12P132)

INDIAN SHAVING BLADE MARKET
• WORLD’S LARGEST MARKET BY VOLUME: 2.4 BILLION BLADES • SMALL MARKET BY VALUE: RS. 250 CRORES AT RETAIL PRICES • SHAVING MALE POPULATION RANGE IS 15-20 CRORES • AT A LOWER END OF TECHNOLOGY  CARBON STEEL BLADES MAKING THE BULK OF THE MARKET  STAINLESS STEEL BLADES ARE PRICED HIGHER BUT GAVE 1.5 TIMES THE NUMBER OF SHAVES; SMOOTHER AND CLOSER • TWIN BLADES INTRODUCED BY WILTECH AND MALHOTRAS  ACCOUNTED FOR LESS THAN 2% OF TOTAL MARKET

COMPETITORS
ISPL

Shaving Blade Industry

Malhotras

Wiltech

ISPL’S DISTRIBUTION CHANNEL
• WORKED OUT A DISTRIBUTION AGREEMENT WITH LIPTON INDIA LTD.  MOST INTENSIVE DISTRIBUTION REACH  NETWORK OF STOCKISTS COVERING ENTIRE COUNTRY  STABLE SALES FORCE • LIPTON TO DISTRIBUTE ISPL PRODUCTS AT A 5% COMMISSION TO ITSELF • LIPTON’S STOCKISTS GOT A MARGIN OF 7% ON ISPL PRODUCTS AS AGAINST 5% ON LIPTON PRODUCTS • SITUATION AFTER 2 YEARS  CAPTURED ONLY 3% OF TOTAL MARKET AND WORSENING FINANCIAL POSITION  CUSTOMER SURVEYS REVEALED NO SERIOUS FLAW AGAINST PRODUCT, PRICE OR POSITIONING  IMPLYING THAT THERE WERE PROBLEMS WITH THE DISTRIBUTION CHANNELS • ISPL NEEDS TO TAKE DISTRIBUTION OF ITS PRODUCTS UNDER ITS OWN CHARGE

ISSUES
• ANY NEW DECISION REGARDING DISTRIBUTION CHANNELS INVOLVED HIGH RISK • VARIOUS ALTERNATIVES FOR SETTING UP A NEW DISTRIBUTION CHANNEL • RESOURCES REQUIRED BY THE COMPANY AND COST IMPLICATIONS OF VARIOUS DISTRIBUTION ALTERNATIVES • LACK OF PROPER AND RELIABLE DATA REGARDING ACTUAL RETAIL COVERAGE BEING PROVIDED BY LIPTON CHANNEL

 MARKET SHARE IS LESS THAN 3% - NO PROBLEM IN PRODUCT , PRICING , POSITIONING
- PROBLEM IN DISTRIBUTION THROUGH LIPTON’S CHANNEL

OBJECTIVE
 DECISION WHETHER TO CONTINUE WITH EXISTING CHANNEL

OR DESIGN OWN CHANNEL


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