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Shave code bdp 2012 2014
 

Shave code bdp 2012 2014

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ShaveCode is an innovative shaving brand with high brand reputation. Inside brand development strategy for future diversification or line extension to reach our goal as ultimate male brand cover all ...

ShaveCode is an innovative shaving brand with high brand reputation. Inside brand development strategy for future diversification or line extension to reach our goal as ultimate male brand cover all personal care categories for loyal consumer in three phases during the next three years.

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    Shave code bdp 2012 2014 Shave code bdp 2012 2014 Presentation Transcript

    • ShaveCode, BDPBrand Development Plan ShaveCode @Pyramids marketing 1
    • Agenda Situation Analysis Profile and market SegmentBDP Market extension Brand extension – Phase 1: Ultimate shaving Brand – Phase 2: Shaving total solution – Phase 3: The Sponsor of man Summary Action Plan 2 ShaveCode @Pyramids marketing
    • Market Share Situation Analysis ShaveCodeShaveCode is an innovative shaving brand. 9% With about 9% market share with it is master variants.High image brand with well-known perception as high quality product succeed to win loyal customers as it is easy to use shaving gel with economic price. Shaveing market 91% 3 ShaveCode @Pyramids marketing
    • With 80% availability, ShaveCode becomes a competitive brand ready for product development and more market penetration. Expected market growth especially after newcompetition entry, increase the market size affect our market share, there for our profitability. 4 ShaveCode @Pyramids marketing
    • Profile and Market SegmentShaveCode mainly target adult men, Age Group 18-45 year old. A-B class, practical people and ready to change and trying new thing character mainly educational culture. 5 ShaveCode @Pyramids marketing
    • Ranking of shaving brand in Egyptian market as below Based on Brand image Man-LookGilette Gel Nevia Gel ShaveCode Nevia Cream Cream and Other creamsand foam Gel 6 ShaveCode @Pyramids marketing
    • Egyptian culture pushed to try shaving gel by many brands, this activity will motivate more consumer to try shaving gel that increase market size and turn over on the shelf and observe its advantage over creams and foam Man-Look Gilette Gel Nevia Gel ShaveCode Gel 7 ShaveCode @Pyramids marketing
    • Market Extension 8 ShaveCode @Pyramids marketing
    • In this phase we need to reach: Deod, Roll-on & Stick Showering product Deodorants-Spray Aftershave Splash Aftershave Balm After shave Gel Shaving Cream Shaving Foam Shaving Gel Hair Styling Body Care Razors Gillette ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ Neiva Men ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ Lord ⃝ ⃝ King Of shave ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ AXE ⃝ ⃝ ⃝ ⃝ ⃝ Enliven ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ Schick ⃝ ⃝ Man-Look ⃝ ⃝ ⃝ ⃝ Henkel (FA) ⃝ ⃝ ⃝ ⃝ BiC ⃝ ⃝ Others ⃝ ShaveCode ⃝ ⃝ ⃝ 9 ShaveCode @Pyramids marketing
    • NOTE THAT• Gillette shaving cream: not a normal cream, but foaming gel in tube like cream, positioned as a moisturize foaming shaving gel.• Lord and Schick mainly razor brand, but enter shaving product to complete its portfolio 10 ShaveCode @Pyramids marketing
    • ShaveCode should start with Horizontal diversification to cover maximum product lines and ranges.ShaveCode extension can be applied in three strategic phases in sequence Year 2012: Year 2013: Year 2014: Ultimate shaving Shaving total solution The Sponsor of man Brand 11 ShaveCode @Pyramids marketing
    • Brand extension:ShaveCode Brand extension aim to increase market size and profitability taking advantage of brand credibility and perception. ShaveCode Shaving Razor Aftershave Shower Gel Deodorants Shaving non-foaming Gel Economic Gel Rollon Moisturizing Foaming gel Premium Balm Spray Advanced line Splash 12 ShaveCode @Pyramids marketing
    • Phase 1Year 2012# Ultimate shaving Brand 13 ShaveCode @Pyramids marketing
    • ShaveCode Razors In this phase we need to reach: ⃝ Shaving Cream Shaving Foam ⃝ Shaving Gel ⃝ Aftershave Balm ⃝ After shave Gel ⃝ Aftershave Splash Showering product Body Care Deodorants-Spray Deod, Roll-on & StickShaveCode @Pyramids marketing 14
    • 1. Aftershave Splash:**In Process** 15 ShaveCode @Pyramids marketing
    • 1. Aftershave Splash: **In Process**After shave Splash market is large enough for market entry especially as economic shaving specialized as current brands situation as below:Gillette: Fa:very high quality but premium economic brand but not malebrand, mainly target A class specialized brand. Others: we can find several• With two variants in two SKU’s • Several variant but two SKU’s, Glass other brands but all imported (100ml & 50ml glass bottle) bottle with and without atomizer, size 100ml (premium). AND 200ml bottle and slightly expensive brand. with atomizer • Big bottle heavily consumed in barbers and for multiple usage. 16 ShaveCode @Pyramids marketing
    • To enter Splash market with economic and sufficient way we will work on two variant only with SKU’s as below: Splash 100ml plastic bottle 200ml Glass bottle with Splash plastic atomizer 17 ShaveCode @Pyramids marketing
    • 200ml Splash bottle with atomizer supports below factors: Match culture habits using splash with atomizer Cost advantage over competitors Large volume market share Barber market penetration 18 ShaveCode @Pyramids marketing
    • Product Specification:Splash Plastic bottle Glass bottle 19 ShaveCode @Pyramids marketing
    • ShaveCode Splash - Stander Item Specification Size 100ml Pack plastic Pack Form Transparent liquid cologne Color-cap Dark Sliver Color-bottle Semi-transparent black Sticker Laminated sticker paper Variants 1. Hot Spice – Hot red 2. Ice Cold – Sky Blue MOH registration Done Ingredients With manufacturing expected QTY 30,000 20 ShaveCode @Pyramids marketing
    • ShaveCode Splash – economic Item Specification Size 200ml Pack Glass/plastic Pack with atomizer Form Transparent liquid cologne Color-atomizer white Color-bottle Transparent Sticker Transparent sticker paper Variants 1. Hot Spice – Hot red 2. Ice Cold – Sky Blue MOH registration Done Ingredients With manufacturing expected QTY 30,000 21 ShaveCode @Pyramids marketing
    • 2. ShaveCode Advanced LineExtra Sensitive line 22 ShaveCode @Pyramids marketing
    • 1. ShaveCode Advanced Line:Advanced line target A-Class in more medicated way. The most desired concept between in shaving market is “Sensitive skin”. 23 ShaveCode @Pyramids marketing
    • Total line contains:1. Shaving Gel: in transparent cylinder with particles “increase added value concept” and special cap2. Aftershave Balm: in semi-transparent cylinder and the same cap.3. Aftershave Splash: glass bottle with atomizer, in carton pack. Advanced Advanced Aftershave Gel Balm Splash 120ml 100ml 200ml 24 ShaveCode @Pyramids marketing
    • Pricing Strategy:Advanced line will be slightly premium over classic ShaveCode line. But not match global brand to balance brand image markup. 25 ShaveCode @Pyramids marketing
    • Product Specification:Extra sensitive line Cylinder shaving gel Cylinder after shave Blam 26 ShaveCode @Pyramids marketing
    • ShaveCode Shaving advanced Item Specification Size 120ml Pack plastic Pack with special cap Form Transparent gel +granules Color-cap Gray Color-bottle Transparent Sticker Transparent sticker Variants Extra-Sensitive MOH registration In process Ingredients With manufacturing expected QTY 30,000 27 ShaveCode @Pyramids marketing
    • ShaveCode after shave balm advanced Item Specification Size 100ml Pack plastic Pack with special cap Form White balm Color-cap Gray Color-bottle Off white Sticker Transparent sticker Variants Extra-Sensitive MOH registration In process Ingredients With manufacturing expected QTY 30,000 28 ShaveCode @Pyramids marketing
    • 2. Foaming shaving cream/Gel:Moisturizing gel 29 ShaveCode @Pyramids marketing
    • 30ShaveCode @Pyramids marketing
    • ** ShaveCode User will never shift to foaming product, as they see the advantage of shaving gel. As shaving product experience ranked as below: shaving gel Shaving Foam Shaving Cream 31 ShaveCode @Pyramids marketing
    • Our consumer will not go back to foaming product after using gel, but cream lovers can shift from cream to foaming gel easily as it gives them the same shaving experience. Shaving Moisturizing Shaving shaving gel gel Foam Cream Our new moisturizing foaming shaving gel will be placed between shaving gel and foaming products. 32 ShaveCode @Pyramids marketing
    • Factors supported by this diversification: 70% market size in shaving cream, we are targeting the big pie. Product differentiation will match ShaveCode innovation concept. Easley penetrate barbers market. Foaming products market entry will be with one SKU: 75gm as a start, recommend not introducing bigger size till reach maximum market saturation. 33 ShaveCode @Pyramids marketing
    • ShaveCode Foaming shaving gel Item Specification Size 75ml Pack Laminated tube Form Blue Transparent gel Color-cap Dark Sliver Color-tube Laminated Variants Moisturizing Foaming gel Sensitive Foaming Gel MOH registration - Ingredients - expected QTY 30,000 34 ShaveCode @Pyramids marketing
    • Line Variants Sizes Form Shaving Gel Extra Cooling For normal Skin 80ml&150m Tubes l Sensitive for sensitive skin 80ml&150m Tubes l Aftershave Balm 100ml Plastic bottleIn The End Gel Splash 100ml 100ml Plastic bottle Plastic bottle Of 2012 200ml Glass bottle Advanced Extra Shaving Gel 120ml Cylinder Sensitive line Aftershave Balm 100ml Cylinder After shave Splash 200ml Cylinder Moisturizing Shaving gel 75ml Tube foaming Gel 35 ShaveCode @Pyramids marketing
    • Phase 2Year 2013# Shaving total solution 36 ShaveCode @Pyramids marketing
    • After reaching ultimate shaving brand, we will be in middle of two directions: ShaveCode, ShaveCode, The Brand for men: The Total shaving Solution • By diversification in personal care product By entering the Razor market as a normal “Shower Gel and shampoo” or deodorant shaving diversification. 37 ShaveCode @Pyramids marketing
    • After reaching ultimate shaving brand, we will be in middle of two directions: ShaveCode, ShaveCode, The Brand for men: The Total shaving Solution • By diversification in personal care product By entering the Razor market as a normal “Shower Gel and shampoo” or deodorant shaving diversification. 38 ShaveCode @Pyramids marketing
    • Enter this big market segment will be too big and too hard, but essential for brand image as it will be the natural growth process. 39 ShaveCode @Pyramids marketing
    • Gillette: as a premium brand Lord: economic brand butwith big market share. low image, mainly target B,Mainly target A-class with C-classes. Low quality brandpremium pricing strategy. and image make it hard for• Sister company “NASCAR” to target them to target A-Class with B, C-class. With economic prices. the same brand name. BiC: week brand in Egypt with premium pricing Schick: high quality brand strategy. Makes it hard to with low availability, with grow and hopping for good pricing strategy. market size to growth to increase value share. 40 ShaveCode @Pyramids marketing
    • ShaveCode ⃝ Razors In this phase we need to reach: ⃝ Shaving Cream Shaving Foam ⃝ Shaving Gel ⃝ Aftershave Balm ⃝ After shave Gel ⃝ Aftershave Splash Showering product Body Care Deodorants-Spray Deod, Roll-on & StickShaveCode @Pyramids marketing 41
    • In This Phase, we are in special situation ,, Special recommendation **Brand Development strategy** ORBrand diversification: Co-Branding :• By out-sourcing manufacturing in china or • Order special edition from current brand and Shanghai under our brand name. It is all sponsor it with ShaveCode. about right selection and great costing plan. • Recommend Schick, as small brand with high quality product. • Co-Branding increase brand image if we did it with high brand image brand. 42 ShaveCode @Pyramids marketing
    • Marketing Strategy:To ensure succeed in this project, we need to follow process below: 1. 1st pilot order to be as promotional too with ShaveCode products. Phase two: as a joint promotion with Phaze One: Free of charge with big high discount on booth (Razor and SKU’s. shaving gel) 2. 2nd order: continue as joint promotion add new SKU that contain razor and shaving product together. 3. Separate categories 43 ShaveCode @Pyramids marketing
    • SKU’s recommended to be King of Shave imitation not Gillette or Lord Brand: ShaveCode Razor Disposable two Disposable four Premium razor. blades razor blades razor 44 ShaveCode @Pyramids marketing
    • New SKU’s: “you need nothing else” , Permanent offers for trade promotion a.ShaveCode Gel 150ml tube + Razor in carton pack b.ShaveCode gel sachet + Razor with discount in flow rap. c. Shaving gel + aftershave balm + razor in flow rap.This new SKU’s will create new market and elevate competition with Gillette and lord. 45 ShaveCode @Pyramids marketing
    • Phase 3Year 2014# The Sponsor of man 46 ShaveCode @Pyramids marketing
    • In this phase we need to reach maximum product diversification to satisfy loyal customers with all personal care products they need. 47 ShaveCode @Pyramids marketing
    • ShaveCode ⃝ Razors ⃝ Shaving Cream In this phase we need to reach: Shaving Foam ⃝ Shaving Gel ⃝ Aftershave Balm ⃝ After shave Gel ⃝ Aftershave Splash ⃝ Showering product Body Care ⃝ Deodorants-Spray ⃝ Deod, Roll-on & Stick ⃝ Hair StylingShaveCode @Pyramids marketing 48
    • In this phase is complementary phase, as all extensions will be in non-shave products. Recommended to be supported by other brands. We expect low market share as all products will be under unspecific brand with different position. The product will sell without any ATL marketing activity. 49 ShaveCode @Pyramids marketing
    • Recommend to use sub-brand or Co-branding with other specialized brand. ORSub-Brand: Co-Brand:• Creating new brand under ShaveCode • Co-Brand with high reputation brand in this umbrella, brand name will be the product category. Cost effective and easy branding name to maintain brand image. technique can be used to match our goals.• Example: Roll-on by ShaveCode, not • Example: ShaveCode Roll-on by VEBIX. ShaveCode Roll-on (BURT roll-on by Rexona) • ShaveCode Shower Gel by VEBIX • ShaveCode Hair Gel by *** 50 ShaveCode @Pyramids marketing
    • Product Diversification in Phase 3: ShaveCode Personal care Shower Gel: Head and Deodorants : Roll-on Hair Styling line : Gel body shower Gel from and Spray from Vebix and cream from *** Vebix** We recommend Vebix in shower gel and deodorant taking advantage of cleaningand hygiene perception. 51 ShaveCode @Pyramids marketing
    • Summary 52 ShaveCode @Pyramids marketing
    • ShaveCode Shaving Razor Aftershave Shower Gel DeodorantsShaving non-foaming Economic Gel Rollon GelMoisturizing Foaming Premium Balm Spray gel Advanced line Splash 53 ShaveCode @Pyramids marketing
    • 6. ShaveCode product development action Plan 54 ShaveCode @Pyramids marketing
    • 6. ShaveCode product development action Plan Year 2011 Year 2012Phase Product Duration 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12Phase 1 Splash Plastic Bottle 3 months Splash Glass with atomizer 2 month Advanced Line 3 months moisturizing foaming gel 7 months Year 2013 1 2 3 4 5 6 7 8 9 10 11 12Phase 2 Razor-Developing 4 months Razor "Nothing Else campaign" 3 months Razor penetration 5months Year 2014 1 2 3 4 5 6 7 8 9 10 11 12Phase 3 Deodorant-Roll-on 3 months Deodorant Spray 4 months Shower Gel 4months Hair Styling line 3 months Developing production 55 launch ShaveCode @Pyramids marketing
    • Line Variants Sizes Form Shaving Gel Extra Cooling For normal Skin 80ml&150ml Tubes Sensitive for sensitive skin 80ml&150ml Tubes Aftershave Balm 100ml Plastic bottle Gel 100ml Plastic bottle Splash 100ml Plastic bottle 200ml Glass bottle Advanced Extra Shaving Gel 120ml CylinderIn The End Sensitive line Aftershave Balm After shave Splash 100ml 200ml Cylinder Cylinder Of 2014 Moisturizing foaming Gel Razors Shaving gel Disposable two Blade razor 75ml - Tube - Disposable four blade razor - - Premium razor - - Deodorants Roll-on 50ml Roll-on Spray 100ml Can Spray Shower Gel Head and body shower gel 200ml Plastic bottle Hair Styling Hair Gel line - - 56 ShaveCode @Pyramids marketing
    • Thanks 57 ShaveCode @Pyramids marketing