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.
Value:ConfidenceAssurednessFunctional Benefits:Convenience andcaters to local skin.Attributes:Economically priced, fragrantBrandValue Pyramid
BrandAssociation• Cleanliness• Practicality• Ease of UseBrandPersona• Everyday man who is confident andwell groomed
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.
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
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
Communication• TV campaign during prime time• Radio• BTL• Pop-up barbers• At shopping malls frequented by our target audience• Office plazas
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.
Conversion Market• Conversion from cream to foam• Conversion from barber to self-shaving• Conversion to upper tier products
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
Extension• After 2 year: After Shave & face wash• Within 4 years: Deodorants & other personal care items
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