ShaveCode is an innovative shaving brand with high brand reputation. Inside brand development strategy for future diversification or line extension to reach our goal as ultimate male brand cover all personal care categories for loyal consumer in three phases during the next three years.
El objetivo de este módulo es reflexionar sobre el potencial de una mercadotecnia genuinamente enfocada en la innovación y el valor real generado para el cliente.
Me encantaría que los participantes terminaran concluyendo que la única manera sostenible para una empresa de generar negocio y crecimiento, es a través de la innovación centrada en el ser humano.
Gatot Trimulyadi Rekso,
Centre for Application of Isotopes and Radiation Technology
NATIONAL NUCLEAR ENERGY AGENCY
Jl. Cinere ,Ps Jumat, PO Box 7002 JKSKL, Jakarta 12070
Fax: 021-7513270, E-mail: gatot28 @ batan.go.id, gatot2811@yahoo.com
Radiation processing can modify the molecules weight, hydrophilic and mechanical properties of chitosan resulting in enhanced properties. Radiation processing also provides a simple and fast method for degradation of chitosan for a specific application.
El objetivo de este módulo es reflexionar sobre el potencial de una mercadotecnia genuinamente enfocada en la innovación y el valor real generado para el cliente.
Me encantaría que los participantes terminaran concluyendo que la única manera sostenible para una empresa de generar negocio y crecimiento, es a través de la innovación centrada en el ser humano.
Gatot Trimulyadi Rekso,
Centre for Application of Isotopes and Radiation Technology
NATIONAL NUCLEAR ENERGY AGENCY
Jl. Cinere ,Ps Jumat, PO Box 7002 JKSKL, Jakarta 12070
Fax: 021-7513270, E-mail: gatot28 @ batan.go.id, gatot2811@yahoo.com
Radiation processing can modify the molecules weight, hydrophilic and mechanical properties of chitosan resulting in enhanced properties. Radiation processing also provides a simple and fast method for degradation of chitosan for a specific application.
Reputation Institute's - 2009 Global Reputation Pulse Reportjasoncronkhite
Reputation Institute's Global Reputation Pulse project surveyed more than 60,000 people in 32 countries, to measure consumer perceptions of 1,000 companies in North America, Latin America, Europe, Asia, Australia, and Africa.
Tap into more than 70 years combined experience
creating powerful, effective, insights-driven programs
and marketing initiatives for clients across a wide
range of industries and business sectors.
Personal care distriution company development include
- Marketing planning
- sales team development
- ERP system development
- develop distribution channels
Based on the 9 blocks business model you can find a sample case study for modern business model. inspired from "business model generations" book.
this model for a digital marketing content company focused on establishing a content online services for middle east to enreach the market with new online websites that helps us reach the world with our own websites and get in control with our online atmosphere
Living our Purpose means that across the MUP organization, we are unified in our approach and collaborative in our efforts to make a difference in the lives of the people we touch. This effort
applies to everything we do — from our scientific methodology, to our manufacturing processes, to the tone, look, and feel of our communications.
What is that ?
“This guide will help you in your product management plan/marketing plan/brand development plan even personal development plan.”
more about me see:
http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume
#AbdelRhman Tantawy
Step1: Product Management
Selecting a Winning Product
Market Segmentation
Market Analysis
Competitor Analysis
The Requirements Specification
Step 2: Situation analysis
Over-view
Market Place
BCG matrix
POD vs. POP
SWOT analysis
Step 3: Marketing Strategy
Target segment selection
TOWS Matrix || actions
Positioning || Battle of minds
Step 4: Communications MIX
Objective
Advertising
PR activity
Social media
more about me take a look @
http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume
This Ultimate model of branding, a term
often used in business, marketing and design.
We attempts to present a comprehensive model of brand. It is framed around four main ideas:
1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign
The Tipping Point
Written By Malcolm Gladwell
About the Book
What is The Tipping Point ?
It is the break even point
It is the break even point
"the moment of critical mass, the threshold, the boiling point.“
Malcolm Gladwell
Every big something have big point
1 Law of the Few
"The success of any kind of social epidemic is heavily dependent on the involvement of people with a rare set of social gifts."
People with a special message bring the world together
Master the weak tie-a friendly or social contact
Manage to occupy many different worlds and subcultures.
Acquaintances are social power
Low of few depend on Three types of people
Connectors Mavens Salesmen
DISPERCAM, Marketing Plan for 2011
Markeiting & IMC plan for pharmaceutical product. using modern and emotional communication concept can be used for direct marketing by medical reps.
now more about me @
http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
2. Agenda
Situation Analysis
Profile and market Segment
BDP Market extension
Brand extension
– Phase 1: Ultimate shaving Brand
– Phase 2: Shaving total solution
– Phase 3: The Sponsor of man
Summary
Action Plan
2
ShaveCode @Pyramids marketing
3. Market Share
Situation Analysis
ShaveCode
ShaveCode is an innovative shaving brand. 9%
With about 9% market share with it is
master variants.
High image brand with well-known perception
as high quality product succeed to win
loyal customers as it is easy to use
shaving gel with economic price. Shaveing
market
91%
3
ShaveCode @Pyramids marketing
4. With 80% availability, ShaveCode becomes a
competitive brand ready for product development
and more market penetration.
Expected market growth especially after new
competition entry, increase the market size affect our
market share, there for our profitability.
4
ShaveCode @Pyramids marketing
5. Profile and Market Segment
ShaveCode mainly target adult men, Age Group 18-45 year old. A-B class,
practical people and ready to change and trying new thing character mainly
educational culture.
5
ShaveCode @Pyramids marketing
6. Ranking of shaving brand in Egyptian market as below
Based on Brand image
Man-Look
Gilette Gel
Nevia Gel ShaveCode Nevia Cream Cream and Other creams
and foam
Gel
6
ShaveCode @Pyramids marketing
7. Egyptian culture pushed to try shaving gel by many brands, this activity will
motivate more consumer to try shaving gel that increase market size and
turn over on the shelf and observe its advantage over creams and foam
Man-Look
Gilette Gel Nevia Gel ShaveCode
Gel
7
ShaveCode @Pyramids marketing
9. In this phase we need to reach:
Deod, Roll-on & Stick
Showering product
Deodorants-Spray
Aftershave Splash
Aftershave Balm
After shave Gel
Shaving Cream
Shaving Foam
Shaving Gel
Hair Styling
Body Care
Razors
Gillette ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Neiva Men ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Lord ⃝ ⃝
King Of shave ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
AXE ⃝ ⃝ ⃝ ⃝ ⃝
Enliven ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Schick ⃝ ⃝
Man-Look ⃝ ⃝ ⃝ ⃝
Henkel (FA) ⃝ ⃝ ⃝ ⃝
BiC ⃝ ⃝
Others ⃝
ShaveCode ⃝ ⃝ ⃝ 9
ShaveCode @Pyramids marketing
10. NOTE THAT
• Gillette shaving cream: not a normal cream, but foaming gel in tube like
cream, positioned as a moisturize foaming shaving gel.
• Lord and Schick mainly razor brand, but enter shaving product to complete
its portfolio
10
ShaveCode @Pyramids marketing
11. ShaveCode should start with Horizontal diversification to cover maximum
product lines and ranges.
ShaveCode extension can be applied in three strategic phases in sequence
Year 2012:
Year 2013: Year 2014:
Ultimate shaving
Shaving total solution The Sponsor of man
Brand
11
ShaveCode @Pyramids marketing
12. Brand extension:
ShaveCode Brand extension aim to increase market size and profitability taking
advantage of brand credibility and perception.
ShaveCode
Shaving Razor Aftershave Shower Gel Deodorants
Shaving non-foaming Gel Economic Gel Rollon
Moisturizing Foaming gel Premium Balm Spray
Advanced line Splash
12
ShaveCode @Pyramids marketing
14. ShaveCode
Razors
In this phase we need to reach:
⃝ Shaving Cream
Shaving Foam
⃝
Shaving Gel
⃝
Aftershave Balm
⃝
After shave Gel
⃝
Aftershave Splash
Showering product
Body Care
Deodorants-Spray
Deod, Roll-on & Stick
ShaveCode @Pyramids marketing
14
16. 1. Aftershave Splash: **In Process**
After shave Splash market is large enough for market entry especially as
economic shaving specialized as current brands situation as below:
Gillette: Fa:
very high quality but premium economic brand but not male
brand, mainly target A class specialized brand.
Others: we can find several
• With two variants in two SKU’s • Several variant but two SKU’s, Glass other brands but all imported
(100ml & 50ml glass bottle) bottle with and without atomizer, size
100ml (premium). AND 200ml bottle and slightly expensive brand.
with atomizer
• Big bottle heavily consumed in
barbers and for multiple usage.
16
ShaveCode @Pyramids marketing
17. To enter Splash market with economic and sufficient way we will work on two variant
only with SKU’s as below:
Splash
100ml plastic bottle 200ml Glass bottle with
Splash plastic atomizer
17
ShaveCode @Pyramids marketing
18. 200ml Splash bottle with atomizer supports
below factors:
Match culture habits using splash with
atomizer
Cost advantage over competitors
Large volume market share
Barber market penetration
18
ShaveCode @Pyramids marketing
23. 1. ShaveCode Advanced Line:
Advanced line target A-Class in more medicated way. The most desired concept
between in shaving market is “Sensitive skin”.
23
ShaveCode @Pyramids marketing
24. Total line contains:
1. Shaving Gel: in transparent cylinder with particles “increase added value concept”
and special cap
2. Aftershave Balm: in semi-transparent cylinder and the same cap.
3. Aftershave Splash: glass bottle with atomizer, in carton pack.
Advanced Advanced Aftershave
Gel Balm Splash
120ml 100ml 200ml
24
ShaveCode @Pyramids marketing
25. Pricing Strategy:
Advanced line will be slightly premium over classic ShaveCode line. But not match
global brand to balance brand image markup.
25
ShaveCode @Pyramids marketing
27. ShaveCode Shaving advanced Item Specification
Size 120ml
Pack plastic Pack with special cap
Form Transparent gel +granules
Color-cap Gray
Color-bottle Transparent
Sticker Transparent sticker
Variants Extra-Sensitive
MOH registration In process
Ingredients With manufacturing
expected QTY 30,000
27
ShaveCode @Pyramids marketing
28. ShaveCode after shave balm advanced Item Specification
Size 100ml
Pack plastic Pack with special cap
Form White balm
Color-cap Gray
Color-bottle Off white
Sticker Transparent sticker
Variants Extra-Sensitive
MOH registration In process
Ingredients With manufacturing
expected QTY 30,000
28
ShaveCode @Pyramids marketing
31. ** ShaveCode User will never shift to foaming product, as they see the advantage of
shaving gel. As shaving product experience ranked as below:
shaving gel Shaving Foam Shaving Cream
31
ShaveCode @Pyramids marketing
32. Our consumer will not go back to foaming product after using gel, but cream lovers
can shift from cream to foaming gel easily as it gives them the same shaving
experience.
Shaving Moisturizing Shaving
shaving gel gel
Foam Cream
Our new moisturizing foaming shaving gel will be
placed between shaving gel and foaming
products.
32
ShaveCode @Pyramids marketing
33. Factors supported by this diversification:
70% market size in shaving cream, we are targeting the big pie.
Product differentiation will match ShaveCode innovation concept.
Easley penetrate barbers market.
Foaming products market entry will be with one SKU: 75gm as a start, recommend
not introducing bigger size till reach maximum market saturation.
33
ShaveCode @Pyramids marketing
34. ShaveCode Foaming shaving gel Item Specification
Size 75ml
Pack Laminated tube
Form Blue Transparent gel
Color-cap Dark Sliver
Color-tube Laminated
Variants Moisturizing Foaming gel
Sensitive Foaming Gel
MOH registration -
Ingredients -
expected QTY 30,000
34
ShaveCode @Pyramids marketing
35. Line Variants Sizes Form
Shaving Gel Extra Cooling For normal Skin 80ml&150m Tubes
l
Sensitive for sensitive skin 80ml&150m Tubes
l
Aftershave Balm 100ml Plastic bottle
In The End Gel
Splash
100ml
100ml
Plastic bottle
Plastic bottle
Of 2012
200ml Glass bottle
Advanced Extra Shaving Gel 120ml Cylinder
Sensitive line
Aftershave Balm 100ml Cylinder
After shave Splash 200ml Cylinder
Moisturizing Shaving gel 75ml Tube
foaming Gel
35
ShaveCode @Pyramids marketing
36. Phase 2
Year 2013# Shaving total solution
36
ShaveCode @Pyramids marketing
37. After reaching ultimate shaving brand, we will be in middle of two directions:
ShaveCode, ShaveCode,
The Brand for men: The Total shaving Solution
• By diversification in personal care product By entering the Razor market as a normal
“Shower Gel and shampoo” or deodorant shaving diversification.
37
ShaveCode @Pyramids marketing
38. After reaching ultimate shaving brand, we will be in middle of two directions:
ShaveCode, ShaveCode,
The Brand for men: The Total shaving Solution
• By diversification in personal care product By entering the Razor market as a normal
“Shower Gel and shampoo” or deodorant shaving diversification.
38
ShaveCode @Pyramids marketing
39. Enter this big market segment will be too big and too hard, but essential
for brand image as it will be the natural growth process.
39
ShaveCode @Pyramids marketing
40. Gillette: as a premium brand Lord: economic brand but
with big market share. low image, mainly target B,
Mainly target A-class with C-classes. Low quality brand
premium pricing strategy. and image make it hard for
• Sister company “NASCAR” to target them to target A-Class with
B, C-class. With economic prices. the same brand name.
BiC: week brand in Egypt
with premium pricing
Schick: high quality brand
strategy. Makes it hard to
with low availability, with
grow and hopping for
good pricing strategy.
market size to growth to
increase value share.
40
ShaveCode @Pyramids marketing
41. ShaveCode
⃝
Razors
In this phase we need to reach:
⃝ Shaving Cream
Shaving Foam
⃝
Shaving Gel
⃝
Aftershave Balm
⃝
After shave Gel
⃝
Aftershave Splash
Showering product
Body Care
Deodorants-Spray
Deod, Roll-on & Stick
ShaveCode @Pyramids marketing
41
42. In This Phase, we are in special situation ,, Special recommendation
**Brand Development strategy**
OR
Brand diversification: Co-Branding :
• By out-sourcing manufacturing in china or • Order special edition from current brand and
Shanghai under our brand name. It is all sponsor it with ShaveCode.
about right selection and great costing plan. • Recommend Schick, as small brand with high
quality product.
• Co-Branding increase brand image if we did it
with high brand image brand.
42
ShaveCode @Pyramids marketing
43. Marketing Strategy:
To ensure succeed in this project, we need to follow process below:
1. 1st pilot order to be as promotional too with ShaveCode products.
Phase two: as a joint promotion with
Phaze One: Free of charge with big
high discount on booth (Razor and
SKU’s.
shaving gel)
2. 2nd order: continue as joint promotion add new SKU that contain razor and shaving
product together.
3. Separate categories
43
ShaveCode @Pyramids marketing
44. SKU’s recommended to be King of Shave imitation not Gillette or Lord Brand:
ShaveCode
Razor
Disposable two Disposable four
Premium razor.
blades razor blades razor
44
ShaveCode @Pyramids marketing
45. New SKU’s: “you need nothing else” , Permanent offers for trade promotion
a.ShaveCode Gel 150ml tube + Razor in carton pack
b.ShaveCode gel sachet + Razor with discount in flow rap.
c. Shaving gel + aftershave balm + razor in flow rap.
This new SKU’s will create new market and elevate competition with Gillette and lord.
45
ShaveCode @Pyramids marketing
47. In this phase we need to reach maximum product diversification to satisfy loyal
customers with all personal care products they need.
47
ShaveCode @Pyramids marketing
48. ShaveCode
⃝
Razors
⃝
Shaving Cream
In this phase we need to reach:
Shaving Foam
⃝
Shaving Gel
⃝
Aftershave Balm
⃝
After shave Gel
⃝
Aftershave Splash
⃝
Showering product
Body Care
⃝
Deodorants-Spray
⃝
Deod, Roll-on & Stick
⃝
Hair Styling
ShaveCode @Pyramids marketing
48
49. In this phase is complementary phase, as all extensions will be in non-shave
products. Recommended to be supported by other brands. We expect low
market share as all products will be under unspecific brand with different
position. The product will sell without any ATL marketing activity.
49
ShaveCode @Pyramids marketing
50. Recommend to use sub-brand or Co-branding with other specialized brand.
OR
Sub-Brand: Co-Brand:
• Creating new brand under ShaveCode • Co-Brand with high reputation brand in this
umbrella, brand name will be the product category. Cost effective and easy branding
name to maintain brand image. technique can be used to match our goals.
• Example: Roll-on by ShaveCode, not • Example: ShaveCode Roll-on by VEBIX.
ShaveCode Roll-on (BURT roll-on by Rexona)
• ShaveCode Shower Gel by VEBIX
• ShaveCode Hair Gel by ***
50
ShaveCode @Pyramids marketing
51. Product Diversification in Phase 3:
ShaveCode
Personal care
Shower Gel: Head and
Deodorants : Roll-on Hair Styling line : Gel
body shower Gel from
and Spray from Vebix and cream from ***
Vebix
** We recommend Vebix in shower gel and deodorant taking advantage of cleaning
and hygiene perception.
51
ShaveCode @Pyramids marketing
55. 6. ShaveCode product development action Plan
Year 2011 Year 2012
Phase Product Duration 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
Phase 1 Splash Plastic Bottle 3 months
Splash Glass with atomizer 2 month
Advanced Line 3 months
moisturizing foaming gel 7 months
Year 2013
1 2 3 4 5 6 7 8 9 10 11 12
Phase 2 Razor-Developing 4 months
Razor "Nothing Else campaign" 3 months
Razor penetration 5months
Year 2014
1 2 3 4 5 6 7 8 9 10 11 12
Phase 3 Deodorant-Roll-on 3 months
Deodorant Spray 4 months
Shower Gel 4months
Hair Styling line 3 months
Developing
production 55
launch ShaveCode @Pyramids marketing
56. Line Variants Sizes Form
Shaving Gel Extra Cooling For normal Skin 80ml&150ml Tubes
Sensitive for sensitive skin 80ml&150ml Tubes
Aftershave Balm 100ml Plastic bottle
Gel 100ml Plastic bottle
Splash 100ml Plastic bottle
200ml Glass bottle
Advanced Extra Shaving Gel 120ml Cylinder
In The End Sensitive line
Aftershave Balm
After shave Splash
100ml
200ml
Cylinder
Cylinder
Of 2014 Moisturizing foaming
Gel
Razors
Shaving gel
Disposable two Blade razor
75ml
-
Tube
-
Disposable four blade razor - -
Premium razor - -
Deodorants Roll-on 50ml Roll-on
Spray 100ml Can Spray
Shower Gel Head and body shower gel 200ml Plastic bottle
Hair Styling Hair Gel line - - 56
ShaveCode @Pyramids marketing