Presentation2 market research
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  • 1. SHAVING CREAMS CASE STUDY PROJECT: BYDHIRAJ AGARWAL & SUBHANIL BHADRA
  • 2. Shaving cream industries “situation analysis”• Almost every male per 1000 female use shaving cream daily• Use of shaving cream and gel in India has increase from the last 3 decades• Net sales increased from Rs 107 cr in 1997 to Rs 477 cr in 2000 representing a growth rate (CAGR) of 45 %.• CAGR for net profits over the same period was over 50%.
  • 3. Shaving cream industries “situation analysis• Almost 70% of the shaving creams and its products industry is control by Gillette.• Penetration in the urban sector is of the order of 65%.• Penetration in the rural sector is only about 5%.
  • 4. • Shaving gel/foam is more commoditized in India and that 81% of the Indian consumers use cream not gel or foams.
  • 5. Gillette’s range of shaving gels and foamsThe customer value hierarchy shows us clearlythat Gillette has no product in the basic orcore category which is dominated by thecreams. This segment accounts for more thanhalf the entire market.
  • 6. Following are the variants in the product width: S. FOAM GEL NO 1 Foam Conditioning Gel Moisturizing 2 Foam Deep cleansing Gel Sensitive Skin 3 Foam Pure and Sensitive Gel Ultra Comfort 4 Foam Moisturizer 5 Foam Lemon 6 Foam Sensitive skin
  • 7. SHAVING CREAMS FOAM VARIANTS QUANTITY (ml) PRICE (Rs) UNIT PRICE(Rs) Conditioning 250 210 0.84 Deep cleansing 250 210 0.84 Pure & Sensitive 250 210 0.84 Moisturizer 200 120 0.6 Sensitive skin 200 120 0.6 Lemon 200 120 0.6--------------------------------------------------------------------------------------------- GELS QUANTITY (GMS) PRICE(Rs) UNIT PRICE(Rs) Moisturizing 60+20 53 0.66 sensitive skin 60+ 20 53 0.66 ultra comfort 60+20 53 0.66
  • 8. COMPETITOR ANALYSISColgate- PalmoliveColgate-Palmolive’s Shaving Cream/Gel/Foam: S.NO PRODUCT WEIGHT(GMS PRICE(RS) UNIT ) PRICE(RS) 1 PALMOLIVE LIME 70 37 0.52 2 PALOMOLIVE 70 39 0.56 MOISTURIZER 3 PALMOLIVE DELUX 70 39 0.56
  • 9. Proctor & GambleProctor & Gamble’s Shaving Cream/Gel/Foam: S. PRODUCT QUANTITY PRICE(RS) UNIT NO (GMS) PRICE (RS) 1 Old Spice Foam 200ML 110 0.55 2 Old Spice Gel 60 GM 50 0.83 3 Old Spice Cream 70GM 45 0.64
  • 10. HULHUL’s Shaving Cream/Gel/Foam: S. PRODUCT WEIGHT PRICE UNIT NO 9(GMS) (RS) PRICE(RS) 1 AXE SHAVING 70 45 0.64 CREAM 2 DENIM 70 43 0.61 XCLUSIVE
  • 11. GodrejGodrej is priced quite below (44%) below thecompetitors products of same quantity: S. NO PRODUCT QUANTITY PRICE(RS) UNIT (GMS) PRICE(RS) 1 GODREJ 100GMS 25 0.25 SHAVING CREAM 2 GODREJ 70 GMS 25 0.35 PREMIUM SHAVING CREAM
  • 12. FA Fa has two shaving cream products in the market. S.NO PRODUCT QUANTITY PRICE (RS) UNIT PRICE(RS) 1 FA OCEANIC 70+21 40 0.43 2 FA DYNAMIC 70+21 40 0.43
  • 13. Other Brands!S.NO MARKETED BY PRODUCT QUANTITY PRICE(RS) UNIT PRICE(RS)1 PERSONA BLUE 70 GM 40 0.57 COSMETICS STRATOS PVT LTD.2 JK HELENE PARK 105 GM 49 0.46 CURTIS LTD. AVENUE CLASSIC3 RECKITT DETTOL 98 GM 42 0.42 BENKISER LTD4 MARK VIKRAM 99LATHER 125 GM 24 0.19 SHAVING5 HINDUSTAN COSMO 125 GM 24 0.19 RIMMER PLUS6 WIPRO ROMNIO 175 GM 210 1.27 UNITED DENIM 195GM 290 1.48 DISTRIBUTER INC
  • 14. SHAVING CREAMS!!
  • 15. FA
  • 16. THANK YOU F1/FW 2010-13DHIRAJ AND SUBHANIL BHADRA