Gillete Pakistan

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Type

MBA Research Project

Abstract / Summary

Gillette Pakistan is the major player in Pakistan's Self-Shaving market with lion's market share of 40% as wasseen in 2017 after which is followed by BIC Pakistan at a men's grooming share of 9.5% and Treet ith a share of 8%. Sales have largely been hit because of the sudden and dramatic devaluation of the pee against the USD and although Gillette Pakistan tried to hedge rates with suppliers the hit in sales led o a decline to PkR l.4bn in March, 2018 by 2%YoY. The larger impact was observed on the gross profit arginine fell 10% to 15% in the period. heir main rivals are Barber & Saloons, many other smaller brands as well as trimmers and electric shavers.In addition, the current trend of maintaining a beard in both youth, middle aged and mature males oved them towards barber and salons. However, a clean-shaved personality is still appreciated and accept able in the society. It is among the society norms as well as professional requirement that influence a -lane to opt for a clean shave. Furthermore, the factor of men wanting to attract females and maintaining an attractive and confident personality are motivations for target customers. There is vast majority of males r94% who at least make use of shaving products and this number has not changed in the recent years (Fetto,2014). Only 5% of the oldest male population among the demographics don't shave (Ziobro, 2013). The objective of this research was to study the Men's Self Shaving Segment with emphasis on the 'Systems Razors' category for understanding the evolving consumer decision making journey and converting the analyzed insights into an effective communication strategy that builds on Gillette Mach III brand equity. Primary research included: 1. 3 focus groups with target customers; 2. a survey; 3. 9 in-depth interviews; 4. expert interviews; 5. Daily diaries; 6. Mystery shopping and 7. Mall intercepts. The members of these groups included men of target markets coming from different walks of life-some of them were students and some were young /mature working professionals.

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