Gillette Indonesia Case Analysis

Gillette Indonesia
Case Analysis

Gillette - SWOT Analysis

#Strength

High Quality Brand
Local manufacturing
50% Market share already
Gillette name means Shaving in
Indonesia
First Mover advantage

#Weakness

Employee ( Manager) retainability
Poor distribution in remote villages

#Opportunity

160 million population with 30% living in cities Political environment stability
Increasing income
Western influence in Shaving
Increasing work opportunities
Potential to increase the shaving incidents
(compared to HK and Aus)
Growing Supermarket concept

#Threat

Poor Roads
Communication with remote distributor
Lack of Distribution Service Technology
Cultural Differences within cities
Timely payments from distributors
Grooming products treated as a luxury Competition with low quality low priced products
Government policy in import of goods Low shaving incidents

Marketing Mix - 4P’s
#Product
Wide array of products basic blade category which targets low end users
Disposable blades for the middle income population
System blades for high end and brand conscious population.

#Pricing
The current distribution network is to be retained and leveraged to the maximum.
Indonesia has an annual GDP growth of 7% with stable political conditions. Hence an increase in price may go in hand with inflation and purchasing power of the economy #Place
Focus more shelf space in Supermarkets
30% of the population is living in cities have more access to supermarkets
This will remove the distributer charges
Target more system shaves and high-end disposables #Promotion
Advertisement on the shaving concepts ( To increase Goal Red)
To increase shaving incidents
Projecting hygiene
Develop shaving as a culture
Promote the system shaving –contour with focus on
Encourage new customer and awareness about the system concept
Upgrade existing

Effio’s plan – How to achieve 27.5%
• The growth in economy, stable