Dharti Patel Roll no:- 7

The Gillette name is synonymous with a wide range of personal care products for men and women. It is the world's leading manufacturer of razor blades, razors (Gillette), alkaline batteries (Duracell), writing instruments (Parker, Paper Mate, and Waterman), and toothbrushes (Oral B). Shaving products account for more than 50 percent of Gillette's profits. Gillette's business also includes toiletries (Right Guard and Soft & Dry), hair removal products and household appliances (Braun).

In 1895 King C. Gillette, an ambitious traveling salesman, had two problems. One was his dulled razor and the other was his lack of a "right" product to market. Gillette envisioned an inexpensive, double-edged blade that could be clamped over a handle, used until it was dull, and then discarded. Gillette spent about six years trying to perfect his safety razor, despite pessimistic views of scientists and tool-makers.

Gillette's strategy is a three-pronged focus. Simply put, its mission is to achieve or enhance clear leadership, worldwide, in the core consumer product categories in which it chooses to compete. The company hopes to achieve this through a continuing process of new product introductions. Maintaining a new-product ratio above 40 percent of sales is the objective. A record 49 percent of Gillette sales in 1997 came from products new to the market in the last five years. This is twice the level of innovation at the average consumer-products company.

1901: Traveling salesman King Gillette starts the American Safety Razor Company to manufacture disposable razors. 1903: The company is renamed Gillette Safety Razor Company. 1904: Gillette receives a patent on the safety razor. 1910: King Gillette sells his controlling share.

1929:

Gillette merges with Auto Strop Safety Razor Company.

1936:

Gillette Brushless shaving cream, the company's first non-razor product, is introduced. 1948: Expands its product line even further by purchasing the Toni Company home permanent maker 1955: Gillette acquires the Paper Mate pen company 1963: Gillette patents a coated, stainless-steel blade

1971:
The Trac II, the world's first twin blade system, is introduced.

1984:
Gillette acquires Oral-B.

1990:
The Sensor is launched in 16 countries, marking the company's first international launch.

1996:
Duracell International merges with Gillette.

Gillette is one of the most globalized companies among Fortune 500 multinational organizations. Foreign operations account for 63 percent of Gillette's total sales and operating profits. Gillette has maintained a vast international market base and is growing its business in emerging markets around the world. Gillette operates 64 manufacturing facilities in 26 countries, and Gillette products are distributed in more than 200 countries around the world.

Strength
The innovator Simply it is way better than others Lower cost than others

Weakness
Price Looking Package

Opportunities
Make it more cheaper More color Direct sales

Threats
Consumer may doubt Beards come back Alternatives Political issues