Download to read offline
More Related Content
New wave_product launch strategy
- 2. Men’s Shaving Gelsales generated approximately CAD 490 billion from the multi outlet channel in Canada, October 2016 0 500 1,000 1,500 2,000 2,500 3,000 3,500 CAD($M) NAICS 32562 Toilet preparations industry Imports ($ millions) Exports ($ millions) Shipments ($ millions) 15.2 15.95 16.46 17.95 20.2 21.2 14 15 16 17 18 19 20 21 22 2011 2012 2013 2014 2015 2016* CAD Average annual men's expenditure on shaving needs per consumer unit in Canada, CAD
- 3. Organic products chargea premium Overview Values Share of Canadian consumers who purchased Shave Gel online 7.6% Share of Canadian consumers who purchased Shave Gel in a chain 75.20% Men's grooming/shaving scissor in Canada Phillips, Remington, Wahl, Braun, Conair, Trim Range of ECO Shaving Gel Prices is from CAD 12 to CAD 112 DR BRONNE R' S S H A VE GE L - P E P P E RMINT S OF T S H E E N MA GIC RA ZORLE S S S H A VE C RE A M NE UT ROGE NA ME N S K IN C LE A RING S H A VE C RE A M NOX ZE MA RE GULA R P ROT E C T IVE F ORMULA MA GIC RE D S H A VING P OW DE R T A Y LORS OF OLD BOND S T RE E T GRA P E F RUIT T A Y LOR OF OLD BOND S T RE E T S T . JA ME S … GE O F T RUMP E R S H A VE C RE A M - C OC ONUT GE O F . T RUMP E R S H A VING C RE A M T UB T RA F A LGA R S H A VING C RE A M BURT ' S BE E S NA T URA L S K IN C A RE BLA C K OP A L ME NS RA ZOR 12 30 35.13 35.25 37 44 50 73.5 74 80 110 112 40% 20% 40% Are you going to buy natural products? yes no
- 4. Men use shavinggel 4X times more than shaving cream 70% of Canadian households use shaving gel 5 to 7 times a week 20% 80% How often do you use shaving cream vs shaving gel? Cream Gel 6% 8% 70% 16% How many times have you used shaving cream or shaving gel last week? 1 to 3 3 to 5 5 to 7 7 or more
- 5. 3 in 4women interviewed have used men`s shaving gel 40% of women use men`s shaving gel 70% 30% Have you ever used men's shaving gel? yes no 40% 30% 10% 20% How often do you use men's shaving gel? All the time Couple times Tried once
- 6. Strong product withhigh intrinsic value • Typical point of sales include large format retailers, convenience stores, salons and spas and online retailers • Suppliers of natural and organic shaving products limited to a small number of niche players • Market currently in growth phase with product adoption limited to environmentally conscious consumers • Substitutes take the form of synthetic based products and are widely available • Threat of new entrants and larger players is extremely likely due to product profitability Industry Analysis • Unique product type with limited availability • High intrinsic value and can therefore charge a price premium • Ability to be sold through all channels and to all types of consumers • Not possible to reverse engineer and integrate effectively with prior existing products Product Analysis Positioned as a niche product given the intrinsic characteristics Price Penetration strategy will help capture market share and build brand loyalty Early adopters will include the health and environmentally conscious consumers Channels will include brick and mortar as well as online channels
- 7. New Wave Canada 2016 Men’sCologne
- 8. 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 2017 2018 20192020 2021 1200000 1260000 1323000 1389150 1458608 Sales Forecast for EDC Sales Forecast for EDC Who they are Age 18-30 Income 50K Education Educated Family size 1-4 Gender Male (also Female) Geographic location GTA How they think Brand preferences Luxury with good pricing Price sensitivity Medium to high Enviro-Friendly Yes Information sources Internet, Retail stores, etc. What they do Where they shop Drug stores, retail stores Internet usage Medium to high Where they are Country of residence Canada Currency CAD Payment method Different methods are used, from online to credit and debit cards Languages spoken Wide variety of languages are spoken
- 9. A perfect productfor market • Prevalent point of sales include large format retailers, convenience stores, salons and spas and online retailers • Suppliers of all weather and organic EDC products limited to a small number of niche players • Market currently in growth phase with inclination towards organic products by health conscious customers • Synthetic based products are widely available • Threat of new entrants and larger players is anticipated due to product profitability. Industry Analysis • An all weather product type with limited availability • High intrinsic value and can therefore charge a price premium • Ability to be sold through all channels and to all types of consumers • Brand awareness Product Analysis Channels will include brick and mortar as well as online channels Early adopters will include the health and environmentally conscious consumers Positioned as a niche product given the intrinsic characteristics Price skimming strategy will help capture market share and build brand loyalty
- 10. PROMOTIONAL CHANNEL (NUTSHELL) (GEL AND COLOGNE) Channels Online YouTube Blogs Instagram Offline Stores Demo Stands Free Samples Magazines Discount coupons Men`s magazines Trade shows CHFA east trade show Natural products expo