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SMOOTH RAZOR
FOR WOMEN{Be all that you can
be.}
We areSUMIT AGRAWAL
SYED MUHAMMAD ABBAMUNEERUL ISLAM
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SmS Group Private Limited Type Private
Founded 2009
Headquarters ,Mumbai India
Industry Fast moving consumer goods
Products RAZOR FOR WOMEN
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About SMOOTH RAZOR 2 brand variants to be launched
SMOOTH VIBRANCE SMOOTH DIVINE
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Vision Statement To build TOTAL BRAND VALUE by innovating to
deliver consumer value and customerleadership faster, better, and morecompletely than our competition.
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Corporate Objective
National focus on consumerproducts
National competitive advantage in
quality, value added personalcare/use products
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SITUATIONAL ANALYSISMARKET ANALYSIS
CONSUMER ANALYSIS
COMPETITOR ANALYSIS
SOCIO ECONOMIC ANALYSIS
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MARKET ANALYSIS The frequency of USE RAZOR IN WOMEN is very low.
Most consumers use RAZORonly once or twice in aMONTH. In many cases, these products are used onspecial occasions such as weddings, parties etc
Size of RAZOR market - 630 Cr
GEL - 20 % of above
RAZOR - 70 % of above
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RAZOR Industry Growth
TOTAL RAZOR AND GELRAZORS ONLY
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COMPITITOR
ANALYSIS
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Competitor AnalysisOur competitor are HAIR REMOVING GEL and
RAZOR
E.G ANNE FRENCH
VEETGlide
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INDIA MARKET SHARE FOR BLADES& RAZOR
55%25%
9%11%
Gillette
GEL
7 O CLOCK
Glide
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TOTAL INDIAN BLADES & RAZORS
MARKET
ReplacementBlades
Disposables
Systems
Rs.000 %
Systems 102 64
Disposable 39 25
Replacement Blades 17 11
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SOCIO ECONOMIC ANALYSIS
According to NCAER, RAZOR penetrationis expected to grow from 314 thousand
households in 1998-99, to 542 per
thousand households in 2009-10.
In mid 1997, per capita consumption of
RAZOR increased
Average Growth over the last few yrs - >
20
Expected Average growth over the next
few yrs - 25 %
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CONSUMER ANALYSIS Brand loyalties in RAZOR are not very strong.
Consumers frequently look for a change, particularlyin SAFETY
An Indian needs more RAZOR for a proper CLEAN
About 50% of consumers use ordinary RAZOR OR GEL
to REMOVE THE HAIR
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BUYING BEHAVIOR Regular or special occasion user Light, medium or heavy user Readiness stage : Unaware, aware,
informed, interested, desirous & intending to buy. Loyalty status : None, medium, strong or
absolute
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SWOT ANALYSISStrengths
Threats
Weaknesses
Opportunities
Aggressive AdvertisingQuality & Innovation
Long Development CyclesStreet Retail OutletsExpensive Brand Maintenance
Demographic ChangesChanging Societal AttitudesConsumer Brand PreferenceDemand for High QualityUse of JIT and ICT (e-com)
New Production TechnologyIncreased GroomingSophistication
New CompetitorsCloning of SuccessfulbrandsIncreasing Buyer Power
(Inventory De-stocking)Growth in SubstitutesEconomic Downturn
h B C l i G B ( BCG B )
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The Boston Consulting Group Box ("BCG Box")
(measure of SBU strength in the market)
(measu
re
ofmarketa
ttr
acti
veness)
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DIFFRENCIATION
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SMOOTH VIBRANCE
> Three RAZOR...Surrounded by Soft Protective
Cushions.> The cushions gently smooth out the skin so that the
3 RAZOR safely shave at the closest level.> Pivoting Rounded Head hugs curves and fits easily
into hard-to shave areas.> Indicator Strip with Aloe & Vitamin E. The blue
stripe fades away when the user is no longer gettingthe optimal SMOOTH shave.
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SMOOTHDIVINE
> Intensive moisture strips infused with naturalaloe and botanical oils.
> Innovative forward pivot adapts to contours,hugging female curves.
> Large, oval-shaped cartridge has no corners,so edges won't irritate the skin.
> Shaving compact stores the SMOOTH razor and
its Shower Safe
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SMOOTHs multi-levelsegmentationIdentifiedtarget marketis:1. Affluent & higher incomewomen group.&2. Middle class which includes
i. The new age working women.ii. School & college goingteenagers&
iii. Married women
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TARGETING
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WHY ----- METRO CITIESTinsel town of India
Living standards of the people quite high
Potential market (Population, education etc)
Disposal income is quite high compared toother cities
% of earning women are more
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DEMOGRAPHICAGE 14 to 45
SEX - Female
Income/occupation/education
A1,A2,B1,B2, & C
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SOCIAL ECONOMICS CLASS
OCCUPA
TION
EDUCATION
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SEC A1 & A225% of total population ( A & B).
50% are in executive position.
50% are businessmen/industries or shop
owners.All most all of them are graduates or post
graduates.
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SEC B1 & B2Employed at clerical or supervisory level
(46%).
Shopkeepers are 29%.
Businessmen / industrialists 10%.Graduates or post graduates 45%.
Education till 10th or 12th 38%.
College education 13%.
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SEC C21% of total population
Employed at supervisory or clerical level 37%
Skilled workers 33%
Petty traders 12%Shop owners 18%
Educated till 10th or 12th 75%
Educated till max. 9th 25%
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PSYCHOGRAPHIC1. Self concept : How she perceives herself(average house-wife or trendy)?2. Lifestyle : flamboyant or laidback
3. Personality : ambitious or authoritarian4. Value systems : Traditional & narrow minded(potential users in India)5. Modern & broad
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BUYING BENEFITS Quality level Economy / cost Buying & using convenience
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BRAND PERSONAHealth conscious
Beauty conscious
Trendy & an extrovert
Yearning for an image makeover.
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POSITIONING STATEMENT
FEEL THE CONFIDENCEFEEL THE CONFIDENCE
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Everykiss
beginswith
SKIN
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THE SMOOTH RAZOR STRATEGY NATIONAL resources organised and deployed to achieve
market leadership in all their products
To maintain and increase existing market share in maleand female grooming products
Corporate Strategy
aggressive research and advertising
strategic diversification e g mergers & acquisitions
new product developments (invest in technology andproduct innovation)
focus on core competencies build strong product portfolio
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The Marketing Mix
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Price
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Product
Methods used toimprove/differentiatethe product and increasesales or target sales moreeffectively to gain
a competitive advantagee.g.
Extension strategiesSpecialised versionsNew editionsImprovements real or
otherwise!Changed packagingTechnology, etc.
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Core
Benefit
Basic
Expected
Augmented
Potential
SMOOTHSHAVE
KEEPSSKINSMOOTH
Innovativeforward
pivot adapts tocontours, hugging
female curves.
EASYTOSHAVEINHARDAREA
IndicatorStrip withAloe &Vitamin E
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Promotion
Strategiesto make theconsumer
aware of theexistence of aproduct
NOT just
advertising
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ADVERTISEMENT1. Television (66% of 15+ adults watch T.V seven
day a week).2. On weekend 2.30 hours an average
3. Outdoor hoardings4. Print Media5. FM Radio channels
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Place
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SHOT - ONEThree females from different walks of life
facing the same problem (excessive bodyhair).
Newly married businesswoman &
college student
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Cont.
Newly married woman ---- she always findssome or the other excuses for not going outspecially in family gatherings & social eventsas her hands & legs look clumsy withexcessive hair.
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Cont.
Businesswoman---- she refuses to attendparties or social gatherings for the samereason
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Cont.
College student---- she hasa passion to participate inthe college activities & daily
happenings with her friends&boyfriends but is not able todo so as her hands & legs
sport a hairy look.
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All three come to know about
SMOOTHRAZOR through their friends,
colleagues, well wishers & even
relatives.
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FUTURE STRATEGIES
High Branding/Quality - Premium Price
Develop New Market Segments & Niches through R&D
Maintain/Promote Strong Brand Loyalty
Tailoring Demographic Targeting (E.g. US vs Europe)
Reduction in Product Unit Costs
Grow Razor Systems Segment
Strategic Alliances (Suppliers and Distributors)
Shedding Non-Core Businesses (E.g. Papermate)
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CONCLUSIONS
Diversifying capital, investment, products and otherresources to maintain and expand position as marketleader.
Strategically positioned as leader, and regularly reorganisingits structures to respond quickly to changes in business
and competitive trends. Developing and maintaining a high profile for its brand
names through marketing.
Continuing to maximise efficiency in production anddistribution, rather than focusing on direct retailing.
Likely to remain as the market leader of Grooming sectorproducts for the foreseeable future.
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Questions and
Answers The End
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THANK YOUTHANK YOU