after shave
TRANSCRIPT
-
8/9/2019 After Shave
1/14
After shave
-
8/9/2019 After Shave
2/14
A lotion, gel, balm, powder, or liquid used
mainly by men after they have finished
shaving.
Antiseptic agent such as alcohol to prevent
infection from cuts as well as to numb
damaged skin, a perfume to enhance scent,
and a moisturizer to soften the skin
Cologne is applied after the aftershave.
-
8/9/2019 After Shave
3/14
Indian After shave market
Relatively a new phenomenon
Became a common practice among the middle
class men and the young population. Aftershave market in India is estimated at
approximately Rs 70 crore.
Highly under-penetrated but rapidly growingmarket
-
8/9/2019 After Shave
4/14
-
8/9/2019 After Shave
5/14
-
8/9/2019 After Shave
6/14
Global Scenario
Infinite number of aftershave and colognesavailable in the market.
Considerable expansion, and famous
designers have lent their names to popularaftershaves.
-
8/9/2019 After Shave
7/14
Gucci BoucheronThierry MuglerBvlgari Guerlain
Ralph Lauren Cartier ChanelCreedHugo
-
8/9/2019 After Shave
8/14
The Choice- very personal, antiseptic property,
freshness, fragrance factor.
Growth drivers-looking good catching on in the
male world, awareness, consumer attitudes and
modern retail, desire to be cool and simplyirresistible, rising disposable incomes, Western
influences and growing young population
Future Trends-Ayurvedic natural product, Aftershaves coconut, sandalwood peppermint, aloevera. anti ageing after shave product with
bioengineered human elastin.
-
8/9/2019 After Shave
9/14
New Product After shave roll-on
The usage of alum in todays scenario can bemade accordingly by developing an after
shave in roll-on format.
entry level product in the after shave market.
Advantages
Ease of usage Affordable price
Long life
Saves unnecessary wastages
-
8/9/2019 After Shave
10/14
Entry barriers-Customer perception luxury
product its not for me, completely new in this
segment, Customer awareness.
New Segments-Age wise the adolescents, adults,
Middle aged men and senior citizens.Geographical wise the untapped rural market.
Income wise segment this will open up low
income males who are not using any after shaves.
After achieving critical mass in penetration, the
next growth opportunity is to increase
consumption through frequency of use
-
8/9/2019 After Shave
11/14
Pricing and STP-penetration pricing. major
reasons for not using an after shave is because of
the lack of low end products.
Segmentation will be done based on geography,
age and income. The target customers - people
with lower income, first time users and people
who need changes. will be positioned as a stylishproduct at an affordable price.
Buying Influences and purchase process-stone
which they used earlier with a cool fragrance
attached with it, Ease of usage of roll-on, It can
be done due to the fact that people dont want to
face anything negative in them.
-
8/9/2019 After Shave
12/14
Marketing Messages and Distribution-mainly on
awareness and ease of usage. In Promotional
activities benefits of using an after shave.Model of other FMCG products, modern organized
and unorganized retail using push strategy,
manufacture-distributor-retailer format.
Competitors and Demand-Supply scenario-Trying to
bring more and more flavors in fragrance and are
completely ignoring a new format concept.
no company has tried to enter the lower end market.
supply exceeding demand quite convincingly,
company which owns an after shave gel or lotion also
owns shaving cream or foams.
-
8/9/2019 After Shave
13/14
New Uses-skin conditioner, facial lotion,
sunscreen, perfume.
AnsoffMatrix
Market penetration Product development
By STP
Market development Diversification
Current market
Newmarket
After shave lotion After shave roll-on
-
8/9/2019 After Shave
14/14
Summary