2. • Indian Shaving Cream Market is a Subset of Men's Grooming Market in India and various brands and products are
competing in
the market . For the study , shaving cream is selected , being a household product.
Following approach is followed for the analysis :-
Approach Followed
Market Study
Identification
of Top Player
Study of 4P’s
and positioning
effort
Segmentation
and Positioning
analysis
Segmentation
summary
Position
Summary
3. Overall Market Market Players Top Brands
Study and Identification of top products in Shaving cream market in India
VJ-John, 29.2
Dettol, 8.5
Axe, 7.4
Old Spice, 4.9Gilette, 3.9
Godrej, 4.7
others, 41.4
VJ-John Dettol Axe Old Spice Gilette Godrej others
• Total estimated market of shaving products for men is 244 crore
• 6 Big players control 60% of the market
VI John – 29.2%
Dettol – 8.5%
Axe – 7.4%
Gillette – 3.9%
Old Spice – 4.9%
Godrej – 4.7%
5. VI John (29% market share)
Shaving cream which includes
menthol, lime, cream for hard
skin, and cream for sensitive
skin
VI-John Shaving Cream classic ,
lime and mint (125G)
Product
Aggressive Promotion
• Only Shaving cream with celebrity
Endorsement
• TV AD
• Print
• Digital Media
• Highlighting
• MAKKHAN SHAVE=SMOOTH SHAVE
Price
Promotion Place
Price: Rs. 47
Price per gram : 0.376
Lowest price in the category
• Brick and Mortar
• Online
6. Dettol (8.5% market share)
Product
Hygiene and germ protection,
recommended by Indian Medical
association
Digital Ads only
Price
Promotion Place
Price: Rs.67
Price per gram: .95
Medium price in the category
• Dettol shaving cream from this brand offers an
amazing formula to give you a cool and refreshing
shave for all skin types.
• Creamy lather soften the beard to give smooth
shave
• Hygiene is also associated with the cream
• Two variants with same price for all kind of skin
• Dettol Shaving Cool Cream (70 g)
• Dettol shaving fresh cram (70g)
• Brick and Mortar
• Online
7. Axe (7.4% market share)
Product
Promotion on print and Digital
media
Target : Teenager and Urban
Youth.
Promotion depicts opposite
gender attraction In campaigns of
its products
Price
Promotion Place
Price: Rs.58
Price per gram: .96
Medium price in the category
Are suitable for all types of Indian skin . The
rich and creamy foam enables you to get a
clean shave that makes you feel confident.
Same product for all skin type
Axe Denim Lather Shaving Cream – 60g
• Brick and Mortar
• Online
8. Old Spice (4.9% market share)
Product
Promotion on Print and digital
commercial promote “Smell like
a man”
Price
Promotion Place
Price: Rs.65
Price per gram: .92
Medium price in the category
Shaving cream by Old Spice is
created to give you a clean and
confident shave every time.
Product: Old Spice Shaving
Cream Original (70 g)
• Brick and Mortar
• Online
9. Gillete (3.9% market share)
Product Price
Promotion Place
Gillette Regular shaving cream (70g)
Price: Rs 62 , price per gram : .88
Gillette Lime shaving cream (70g)
Price: Rs69 , price per gram: 0.99
Gillette Shaving gel (60gm)
Price: Rs85 , price per gram :1.22
Medium to medium-high price in the category
Sold mainly in three variants
Product: Gillette Regular
shaving cream, Lime Shaving
cream, Shaving Gel
Three variants (variety)
Promotion : Digital and Print Ads
Target Teenager and youth , that is
why promotion always
on cool image, Urban middle Class
focus on Gillette series of products
In TV, print and digital media
• Brick and Mortar
• Online
10. Godrej (4.7% market share)
Product Price
Promotion Place
Regular cream (100gm)
Price: Rs 60
Price per gram:.6
Cool menthol (60gm) and lime fresh (60 GM)
Price :Rs 60
Price per gram:1
Medium price in the category
Oldest brands in the country
and comes at affordable
prices, making it suitable for
all income groups
Regular cream, Cool Menthol,
Lime fresh
TV campaign in past focussing
middle age office goers using
because of great shave , fragrance
and lather ,
No specific promotion as of now
• Brick and Mortar
• Online
11. Understanding of the products thru segmentation -
Geographic, Demographic & Pyschographic
12. Shaving Cream Market Segmentation Analysis - Geographic segmentation
Market
Focus
METROS TIER 1, 2 RURAL
No specific focus market
13. Shaving Cream Market Segmentation Analysis - Demographic segmentation
Age Group
Focus
Teens Youth Middle
14. Shaving Cream Market Segmentation Analysis - Demographic segmentation
Income
Group Focus
Low Middle High
15. Shaving Cream Market Segmentation Analysis - Psychographic segmentation
Value
focus
Personality Motives Lifestyles
Cuteness
Hygiene
Attractiveness
Macho quotient
Elegance
Best
Glamour
orientation
Health and mental
orientation
Glamour
orientation
Physical
orientation
Mental orientation
Glamour
orientation
Look boyish
Skin care
Seduce opposite gender
Alpha Male
Quick and look clean
Winning attitude
16. Shaving Cream Market Segmentation funnel
Rural+T1,T2 cities
Teen+Youth
Low Income
Glamour
orientated
valuing cuteness
Middle age
Mid Income
Mental
orientated
valuing hygiene
Metros+ Cities
Youth
Mid Income
Glamour
orientated valuing
attraction
Metros+ Cities
Middle age
Mid Income
Physical
orientated valuing
Macho
quotient
Metros+ Cities
Teen+Youth
Mid to high
Income
Glamour
orientated valuing
the best
Metros+ Cities
Middle Age
Mid Income
Mental orientated
valuing
elegence
Geographic
And
Demographic
Psychographic
17. Shaving Cream Market Segmentation Summary
T1-2 Cities, rural market , Youth , low income group valuing cuteness and glamour
orientation
Middle income group ,middle income group , valuing health and mental orientation
Metros , cities , teen and youth, middle income group , valuing attraction and glamour
orientation
Metros , cities , middle income group , middle age macho with physical orientation
T1,T2 cities Middle age office goers , middle income group , valuing elegance and mental
orientation
Metros, Cities youth ,middle to higher middle income group, valuing winning attitude
and glamour orientation
Common Observation
• High income group is not
targeted by cream based
products , instead they
are targeted by Ready
use Foams where again
these players are
competing , hence target
groups are low and
medium income group
• Although Geographic and
Demographic segmenting
dominates in the case
Some attempt of
psychographic
segmenting is also used
by players
Segmentation summary
19. Shaving Cream Market – Positioning Analysis – Price vs Quality
Quality
Price
High
Low High
VI John
All variants
Dettol
All variants
AxeOld
spice
Gillette
lime
Gillette
regular
Gillette
shaving gel
• Most of the target customers (low to medium income) are sensitive to Price , while high income group do not care
about price and move to ready shave foams. Hence Positioning in shaving cream is mainly done on Price product
quality benefits .
• Gillette has only differentiated products in terms of Price Quality with Gillette lime and Gel positioned higher than
Gillette regular.
• There is no differentiation done by other players in variants in price –quality.
Godrej
Let us further analyse the positioning done by different players through Star (radar chart) in subsequent slide
20. Shaving Cream Market – Positioning Star chart and Conclusion
Conclusions
• From the star chart we can conclude
following
-VI John and Dettol positioning map is having
distinct differentiation from others .
This will help in creating a unique position in
consumers mind with respect to competitors
Other players positing map is overlapping with
competitors with only Axe having some
diffrentiation
• Above observation correlates with
leadership position also as VI john is no. 1
market player , followed by Dettol which is
no. 2 , followed by Axe which is no. 3 player
• Overall we can conclude that VI John has
found better alignment between
segmentation , target customer and
positioning of product and hence it is leader
in the market also , followed by Dettol
0
1
2
3
4
5
6
7
8
9
Freshness
Quality
Confident shave
Smooth shave
Low price
Medical benefit
VI john Dettol Gillette Old Spice Axe Godrej