Gillette Denmark
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1) The document discusses introducing the Gillette brand of razors and shaving products to the Danish market. It analyzes Denmark's business and cultural environment. 2) Denmark is identified as a good target country due to its transparency, strong property rights, low corruption, and status as the best country for foreign investment. 3) The strategy involves launching Gillette products in Danish department stores and pharmacies, with promotional support including websites, social media, print ads and transit ads. The goal is to appeal to Danish males ages 17-45.
Gillette Denmark
- 1. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 2. Denmark Joanna Boydak - Jo-Ann Dilay - Meryllee Martinez - Royce Rowan - Wynn Witman 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 3. Countries to Choose From: Denmark Germany Pakistan South Korea Ukraine 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 4. Germany Pros: Strongest in defense of property rights Freedom from corruption Strong business and investment freedom Cons: Employee restrictions High income tax rate and corporate income tax rates Pakistan Pros: Moderate fiscal freedom, business freedom and labor freedom Cons: Political Violence, civil unrest, poor infrastructure Weak in: trade, investment, and financial freedom, property rights. and freedom from corruption 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 5. South Korea Pros: Competitive scores in business and investment freedom Government incentives Cons: Weak trade freedom, fiscal freedom and labor freedom High overall cost of trade Ukraine Pros: Moderately well in trade freedom and fiscal freedom Low tariff rates Cons: Weak in: business freedom, monetary freedom, investment freedom, property rights and freedom from corruption 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 6. Denmark Highly Transparent Government department devoted to attracting foreign entrants. Employment Regulations Freedom to Operate Highly Protected by Gov Corruption: Almost Non-Existent Worlds Best Nation for Foreign Investment GDP 37,264.00 2007 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 7. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 8. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 9. Countries to Choose From: Denmark Germany Pakistan South Korea Ukraine 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 10. Point of Entry: Copenhagen 3.5 MILLION Inhabitants Regional Headquarters for the Scandinavian and Baltic Area Joint Venture and Licensing Commonality for ease of Transition No requirement to register licensing agreements No Danish restrictions on remittance of royalties Personal business entities must be managed by a physical person being an EU national or someone having a valid permit to work and do business in Denmark 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 11. Limited Liability Corporation (LLC) A/S classification because only this classification may be listed on the Copenhagen stock exchange Online electronic registration system: CVR num in hours Exemption of Inbound or Outbound Dividends This classification: Min Cap Req. 500,000.00 Manufacturing the next step of consideration A/S Corps and Leasing Production Sight. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 12. 1895- KING CAMP GILLETTE originates the idea for a new disposable razor blade 1901- GILLETTE teams up with MIT engineer and machinist WILLIAM NICKERSON and together modify the safety razor 1903 - GILLETTE begins his legendary climb to the top as king of the U.S. shaving market 1905 - GILLETTE opens his first overseas office, headquartered in London, England 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 13. 1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal with the U.S. Armed Forces 1960 - GILLETTE safety razors with long lasting stainless steel blades hit the U.S. market. 1960s -70s - DISPOSABLE RAZORS, which can neither be sharpened or replaced, hit the market for both men and women. 1971 - GILLETTE begins to aggressively market a new twin-blade razor on a wide scale, even though there have been similar razors available since the 1930s. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 14. 2000- Launched the Mach-3 and shaving gel, shaving foam and linen series for women 2002- Gained more shares so that it had three fourth of the Companys shares 2004- The company launched the next generation triple blade shaving system, Gillette Mach Turbo. 2005- Gillette, USA was acquired by the Procter & Gamble Company, USA 2006- Released Fusion Power 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 15. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 16. 800-1050 AD- Viking period in Denmark 1914- WWI: Denmark remained neutral 1940- WWII: Occupied by Germany 1949- Denmark abandoned its neutrality and became a founding member of the North Atlantic Treaty Organization (NATO) 1959- the European Free Trade Association (EFTA) was formed by Denmark and 6 other countries 1973- Denmark entered the EU 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 17. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 18. Product quality Innovation Unique/customized and creative Trade quality for price (vise versa)value Service quality Independent consumers, Prefer DIY Casual Salesmanship is appreciated, If fed-up = EXIT Compensatory decision-making 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 19. Image importance Real Casual; relaxed 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 20. 1) Interaction 95% of population follows the Evangelical Lutheran Church Second largest is Islam Humanistic Control of their own destiny Egalitarian society Feministic Society The Flexicurity Model Flexibility, Adaptability, Security 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 21. 2) Association Fairly high individualism: Interdependent Individualists Commonality Low Power Distance Neutral 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 22. 3) Subsistence Prefer fresh, organic, healthy and convenient food Individual portions Manual Labor attitudes are positive Service sector of the labor force is 76% 4) Procreation Feminine society Relaxed approach toward sexuality and sexual relations Sex is viewed as a time for emotional expression. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 23. 5) Learning Visual, image learners Low context Emphasis on science in education 6) Time Monochronic 7) Space Does not place much importance on personal space or territory Density 334.53 people per sq. mile. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 24. 8) Defense Neutral 1.4% of GDP spent on military expenditures All Danes receive basic healthcare 2.9 physicians per 1000 9) Play Art, Literature, Music Nature oriented: Biking 10) Material Effects Strong property rights Play down aspects of material wealth in their lives 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 25. Wilkinson Sword Feather 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 26. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 27. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 28. Current Exchange Rate: One US Dollar = 5.77 Danish Kroner Market Penetration: Overall Cost Leader of Comparable Units 6 Months Disposable Razors with Replacement Heads at $27-30 (or 153-167 DKR) Entry Price: $25.00 US Dollar. 147.23 Danish Kroner Followed by Promotional Support 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 29. Department Stores: Magasin Illum Salling Pharmacies/ Hypermarkets: Matas Estetique Helsam Kiosks 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 30. Internet Website Demos Facebook.com Link for sample Sponsorships Transit ads (DSB) Traditional Ad Print Media 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 31. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble Gillette Gillette
- 32. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 33. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 34. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble Gange nyde forandrede, har i? Opbevare jer kant hos Gillette
- 35. In conclusion, we feel that Gillettes ability to incorporate innovation and technology in to their male grooming products will appeal to our target market of males ages 17- 45. By relating to their cultural values and etic components, we feel that Gillette will integrate itself into this culture successfully. We believe that our established brand identity will be compatible and well received. This also gives us the future option to enter other Scandinavian countries who are more or less identical to Denmark. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 37. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
- 38. 2008 Procter & Gamble. All rights reserved. The copyright is owned by Procter & Gamble
Editor's Notes
- The worlds most comfortable shave, ready to expand to new markets. First stop. (Click) Denmark