Shaving Cream

Siddharth mathur

Pgp13056

Marketing Project

Problems associated with the current use of shaving products:

Itching Softness Antiseptic Oiliness Coolant Fragrance Facial glow

Market Research

Logo Design

Brand Name Smile On

Consumers that are concerned with both price and attributes of products

Young people(age group 22-34) College going students Middle earning people Look for frequent changes

5 C’s Analysis Customer

New Entrant Cosmetic product manufacturer Not very competent in terms of technology

and experience Goal : increase there customer base Low production cost Reasonable price Focused on customer needs

5 C’s Analysis Company

Gillette,Nivea,AXE,Dettol Competitors product is expensive They have well established customer base Variety of products for different segments

5 C’s Analysis Competitor

Suppliers of raw material In bound supply chain Distributor Retailer

5 C’s Analysis Collaborators

Political and regulatory environment Increases in income taxes Impact of technology on existing product Business cycles,inflation,interest rates,other

issues of economic nature

5 C’s Analysis Context

Segment One-> is most price sensitive and values additional features the least. This segment has one third of our sample size.

Segment Two-> is more influenced by attributes

of the products and is not a price sensitive segment.

Segment three-> is concerned about the attributes, additional features as well as price. This segment comprised of more than forty percent of the survey sample

Segmentation

Consumers who are concerned about the attributes and also price sensitive

Targeting

High quality and more effective Good value and moderately priced Target customer satisfaction Skin care benefit

Positioning

Product Slower hair regrowth No Itching and after shave lotion not required Flagrance Eye capturing Packaging Available in various sizes and forms Antiseptic Ingredients

Four P’s

Penetration Pricing Discounts on bundle purchase Unique benefits 33% percentage discount on varients

Pricing

Supermarkets Online through shop clues,Amway,modicare Small cosmetic stores Retail stores Mass merchandising

Place

Aqua(40%):  Air trapping Stearic Acid(5%): Emollient and thickening agent Myristic Acid(10%) : Emulsifying Properties Coconut Acid(15%): Cleansing Agent Glycerine(10%): lather density and stability Tryethonolamine(5%):ph neutralisation Sodium and Potassium

hydroxides(10%):Saponification Parfum(5%):fragrance

Product Composition

Strong and sustained advertisement all through out

Massive influence, recall and salience –reminder advertising

Focus on brand values,innovation,cutting edge technology

Aim: To educate customer on product advancement and improved shaving performance

Promotion/Branding

Pamphlets to college students and corporate to make them aware about product

Mass advertising through social media like facebook,youtube,twitter and shopping portals

Television and FM radio advertising

Promotion/Branding

Cream Gel Foam

Forms

New in the top right corner to catch the eye of consumer

Focus on Aesthetics Tubes for creams and gel , metallic cylinder

for Foam should be designed in shapes of fruits like lemon etc depending on fragrance

Small pouches Logo wrapped across the bottle and on one

side for tubes Tag line “Smile is On” to be imprinted

Packaging

Retailer Wholesalers Supermarkets Door 2 Door Amway ,Modicare,Shopclues Mass Merchandising

Distribution Channel

What smileOn can do for you!!!!

Thank You