SHAVING CREAMS CASE STUDY PROJECT: BYDHIRAJ AGARWAL & SUBHANIL BHADRA
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%.
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%.
• Shaving gel/foam is more commoditized in India and that 81% of the Indian consumers use cream not gel or foams.
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.
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