Safa Shaving Brand Launch

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Brand launch presentation of Safa Shaving Foam, a men's personal care brand. Course: Brand Management
Group members: Obaid, Hussain, Vishal.

Published in: Business, Health & Medicine
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Safa Shaving Brand Launch

  1. 1. Safa Shaving Foam• M. Farzan Sheikh• Vishal Kella• Hussain Mehmood• S. M. Obaidullah
  2. 2. The Product• Shaving foam• Formulated for the local skin type• Three SKUs at launch (60ml, 200ml, 418ml)• One variant at launch
  3. 3. Competitors• Gillette• Touchme• Nivea• Admiral
  4. 4. Vision• To establish Safa as the go to brand for the indigenous skin types, targetingmen aged 18-35 from SEC B. It won’t be just a personal care item, but abrand to help men groom in every aspect of their life. Never again should aman feel unconfident and denied from actualizing his full potential becauseof appearance .The brand will help us fuel the entire earnings for thecompany for the first two years as it is the company’s sole product.
  5. 5. Value:ConfidenceAssurednessFunctional Benefits:Convenience andcaters to local skin.Attributes:Economically priced, fragrantBrandValue Pyramid
  6. 6. BrandAssociation• Cleanliness• Practicality• Ease of UseBrandPersona• Everyday man who is confident andwell groomed
  7. 7. Brand Contract• The shaving foam will ensure that the user will stay fresh and promises himthe possibility of confident expression in his personal and professional life.Our shaving foam would be a time saver due to its ease of use.
  8. 8. Brand Based Customer Model• SEC B purchases are traditionally based on price and familiarity• Disrupt this by moving to a model of quality and convenience• Pricing is premium to shaving cream but competitive to shaving foams
  9. 9. GilleteNiveaTouchmeSafaHighPriceLow QualityHighPriceLow QualityHigh QualityLowPricePerceptual MapPositioning
  10. 10. Survey5173How many times do you shave?OnceTwiceDaily1210Do you shave yourself or get itdone from barber?YourselfBarber10510Which shaving cream or foamyou or your barber uses?Touch meOtherDont know
  11. 11. Communication• TV campaign during prime time• Radio• BTL• Pop-up barbers• At shopping malls frequented by our target audience• Office plazas
  12. 12. Communication Message• Create awareness in the first 18 months.• Focusing on ease of use and suitability to indigenous skin type• Eventually, encourage people to shave more to keep up their appearance• Clear the misconception that shaving foam is used up more rapidly thanshaving creams.
  13. 13. Conversion Market• Conversion from cream to foam• Conversion from barber to self-shaving• Conversion to upper tier products
  14. 14. Distribution• Possible pressure from Gillette.• Counter by offering above average trade discounts• Selling directly to the barbers• Barber size: 10+ seats• Incentivize by offering them benefits such as panaflex boards for theirshops
  15. 15. PricingName Variant Price Quantity Price/QuantityAdmiral Lather Vitamin E, AloeVera 55 90 0.61TouchMe Exotic Scent 55 100 0.55Nivea Sensation 180 100 1.80Gillette Foamy 130 56 2.32SupermaxSensitive (Cucumber,chamomile, almond oil) 225 250 0.90Safa Small SKU 75 60 1.25Gillette Foamy 310 418 0.74Safa Value Large 250 416 0.60Gillette Gel: Sensitive 295 200 1.48Gillette Gel: Sensitive Skin, AloeV. 165 75 2.20Nivea Gel: Sensation 395 200 1.98Safa Foam 180 200 0.90
  16. 16. Purchase CriterionDecision MatrixPurchase Criteria Weight Gillette Nivea Touchme Admiral Safa/10 /10 /10 /10 /10Easy of Use 1.5 8 12 8 12 3 4.5 3 4.5 8 12Smoothness 1.5 9 13.5 7 10.5 4 6 5 7.5 6 9Skincare 1.25 7 8.75 9 11.25 4 5 5 6.25 7 8.75Affordability 3.5 3 10.5 2 7 8 28 8 28 6 21Availability 2.25 4 9 3 6.75 9 20.25 7 15.75 6 13.510 53.75 47.5 63.75 62 64.25
  17. 17. Extension• After 2 year: After Shave & face wash• Within 4 years: Deodorants & other personal care items
  18. 18. Measuring ROBI• 40% BrandAwareness• 20% top of mind recall• Capture 12% market share• We will use 4 metrics:• Brand awareness• Brand image recognition• Brand Customer Acquisition• Return on advertising

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