shaving cream

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shaving cream

  1. 1. Shaving Cream Siddharth mathur Pgp13056
  2. 2.         Problems associated with the current use of shaving products: Itching Softness Antiseptic Oiliness Coolant Fragrance Facial glow
  3. 3. Brand Name Smile On
  4. 4.      Consumers that are concerned with both price and attributes of products Young people(age group 22-34) College going students Middle earning people Look for frequent changes
  5. 5.        New Entrant Cosmetic product manufacturer Not very competent in terms of technology and experience Goal : increase there customer base Low production cost Reasonable price Focused on customer needs
  6. 6.     Gillette,Nivea,AXE,Dettol Competitors product is expensive They have well established customer base Variety of products for different segments
  7. 7.     Suppliers of raw material In bound supply chain Distributor Retailer
  8. 8.     Political and regulatory environment Increases in income taxes Impact of technology on existing product Business cycles,inflation,interest rates,other issues of economic nature
  9. 9.  Segment One-> is most price sensitive and values additional features the least. This segment has one third of our sample size.    Segment Two-> is more influenced by attributes of the products and is not a price sensitive segment. Segment three-> is concerned about the attributes, additional features as well as price. This segment comprised of more than forty percent of the survey sample
  10. 10.  Consumers who are concerned about the attributes and also price sensitive
  11. 11.     High quality and more effective Good value and moderately priced Target customer satisfaction Skin care benefit
  12. 12.        Product Slower hair regrowth No Itching and after shave lotion not required Flagrance Eye capturing Packaging Available in various sizes and forms Antiseptic Ingredients
  13. 13.     Penetration Pricing Discounts on bundle purchase Unique benefits 33% percentage discount on varients
  14. 14.      Supermarkets Online through shop clues,Amway,modicare Small cosmetic stores Retail stores Mass merchandising
  15. 15.         Aqua(40%): Air trapping Stearic Acid(5%): Emollient and thickening agent Myristic Acid(10%) : Emulsifying Properties Coconut Acid(15%): Cleansing Agent Glycerine(10%): lather density and stability Tryethonolamine(5%):ph neutralisation Sodium and Potassium hydroxides(10%):Saponification Parfum(5%):fragrance
  16. 16.     Strong and sustained advertisement all through out Massive influence, recall and salience – reminder advertising Focus on brand values,innovation,cutting edge technology Aim: To educate customer on product advancement and improved shaving performance
  17. 17.    Pamphlets to college students and corporate to make them aware about product Mass advertising through social media like facebook,youtube,twitter and shopping portals Television and FM radio advertising
  18. 18.    Cream Gel Foam
  19. 19.       New in the top right corner to catch the eye of consumer Focus on Aesthetics Tubes for creams and gel , metallic cylinder for Foam should be designed in shapes of fruits like lemon etc depending on fragrance Small pouches Logo wrapped across the bottle and on one side for tubes Tag line “Smile is On” to be imprinted
  20. 20.       Retailer Wholesalers Supermarkets Door 2 Door Amway ,Modicare,Shopclues Mass Merchandising
  21. 21. Thank You

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