1. INTRODUCTION Gillette - The Company.

2. RESEARCH PROBLEM Distinguish Gel as a Separate Product Category. Finding the Attributes that are Important in the Purchase Decision.

3. OBJECTIVES OF THE STUDY Determining the Awareness of the Product Category Shaving Gel. To find out the Awareness of the Product ‘Gillette Shaving Gel’ In the Target Market. Determining the Clarity of the Concept Of Gel as a Shaving Product.

4. OBJECTIVES OF THE STUDY Finding out the Attributes that influence the Purchase Decision. To find out How Various Products & Brands Rank on Consumer Preference. To find the Advertising Recall Of Gillette Shaving Gel.

5. SIGNIFICANCE OF THE STUDY Indicate the Market Potential for Gillette Shaving Series Gel. Will help the Brand Team with the Promotion of the Product.

6. SAMPLING PLAN Definition of Population Selection of Sampling Method. Sampling Frame. Sample Size

8. METHODOLOGY Step 2 Questionnaire Development. –20 Questions. STEP 3 Pretest & Review.

9. METHODOLOGY Step 4 Data Collection& Entry. Step 5 Analysis.

10. METHODOLOGY Step 6 Findings & Recommendations.

11. FINDINGS Concept of Gel Satisfactorily Clear. Convenience - Most Important Attribute. Foam & Gel- Most Preferred Shaving Lather Products

12. LIMITATIONS Lack of Resources. Replicability. Researcher's Inexperience.

13. FINDINGS Gillette- Most Known & Preferred Brand. Gillette- Market Leader in Foam & Gel Categories

14. RECOMMENDATIONS Advertisement campaign should focus on attributes rather than on concept delivery. Improve distribution in Gulshan-e- Iqbal.