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8/8/2019 Smooth Blades

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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

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