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PAKIST
AN RESEARCH PLAN – GILLETTE RAZORS
TABLE OF CONTENTS
TABLE OF CONTENTS.....................................................................................................2
OBJECTIVE .......................................................................................................................3
METHODOLOGY & SOURCES OF INFORMATION....................................................3
PROJECT GANTT CHART ...............................................................................................4
PRIMARY RESEARCH.....................................................................................................5
Interview of Brand Manager of Gillette in Pakistan........................................................5
Interviews of LUMS MBA students who are Ex-P&G employees ................................6
Market Visits....................................................................................................................6
Focus Group Study..........................................................................................................6
SECONDARY RESEARCH...............................................................................................6
Company Website............................................................................................................6
Annual Report..................................................................................................................6
Case Studies.....................................................................................................................7
Research Reports – AC Nielsen.......................................................................................7
Local Advertisements......................................................................................................7
Page 2 of 7
Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan
OBJECTIVE
The global strategy project is the first of its kind whereby students from universities of
three different countries will collaborate to analyze the strategy of a particular brand – in
our case Gillette. The purpose of this brief is to serve as the starting point of the
international marketing project in collaboration with French and US students. It provides
an overview of our research methodology, information sources, and project timeline. As a
next step, this methodology will be shared with our international team members and we
shall then proceed with a mutually agreed upon plan of action.
Performance • http://www.gillette.com/la
nguage/index.shtml
Page 3 of 7
Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan
Page 4 of 7
Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan
TeamBuilding
Project Proposal
Global / Market Overview
Pakistan
France
USA
InterimReport
Country Category and Brand
Pakistan
France
USA
Final Report & Presentation
PRIMARY RESEARCH
Page 5 of 7
Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan
Market Visits
We will be conducting market visits to retailers and wholesalers of Gillette in order to see
first-hand the competitive scenario in the market place; what are the competitive
offerings, price structures, distribution, etc.
Note: Given the limited time frame in the Pakistani module of the global strategy project
it will not be possible for us to conduct a consumer survey.
SECONDARY RESEARCH
Company Website
We will be taking out key company information from the website. This information will
include the corporate overview, history, brand evolution, financial performance, etc. This
will be our first source of information and will help to build on all other information
sources .
Annual Report
The company annual will serve to be a very useful tool in assessing the recent
performance of the brand and the category.
Page 6 of 7
Research Plan – Gillette Razors | Asad Malik | Mutahir Mahmood
Lahore University of Management Sciences, Pakistan
Case Studies
Next we will also be studying past case studies written on Gillette which will help us in
understanding the brand philosophy and supplement our findings from the company’s
website and other internet sources. These case studies will also shed some light on the
brand promotion strategy being carried out globally for Gillette.
Local Advertisements
In order to study the local advertising focus of Gillette we will be looking up the
recent/part television and print advertisements. This will cover the advertising and
promotions aspect of the project.
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