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Safa Shaving Foam
• M. Farzan Sheikh
• Vishal Kella
• Hussain Mehmood
• S. M. Obaidullah
The Product
• Shaving foam
• Formulated for the local skin type
• Three SKUs at launch (60ml, 200ml, 418ml)
• One variant at launch
Competitors
• Gillette
• Touchme
• Nivea
• Admiral
Vision
• To establish Safa as the go to brand for the indigenous skin types, targeting
men aged 18-35 from SEC B. It won’t be just a personal care item, but a
brand to help men groom in every aspect of their life. Never again should a
man feel unconfident and denied from actualizing his full potential because
of appearance .The brand will help us fuel the entire earnings for the
company for the first two years as it is the company’s sole product.
Value:
Confidence
Assuredness
Functional Benefits:
Convenience and
caters to local skin.
Attributes:
Economically priced, fragrant
BrandValue Pyramid
Brand
Association
• Cleanliness
• Practicality
• Ease of Use
Brand
Persona
• Everyday man who is confident and
well groomed
Brand Contract
• The shaving foam will ensure that the user will stay fresh and promises him
the possibility of confident expression in his personal and professional life.
Our shaving foam would be a time saver due to its ease of use.
Brand Based Customer Model
• SEC B purchases are traditionally based on price and familiarity
• Disrupt this by moving to a model of quality and convenience
• Pricing is premium to shaving cream but competitive to shaving foams
Gillete
Nivea
Touchme
Safa
HighPrice
Low Quality
HighPrice
Low Quality
High Quality
LowPrice
Perceptual Map
Positioning
Survey
5
17
3
How many times do you shave?
Once
Twice
Daily
12
10
Do you shave yourself or get it
done from barber?
Yourself
Barber
10
5
10
Which shaving cream or foam
you or your barber uses?
Touch me
Other
Don't know
Communication
• TV campaign during prime time
• Radio
• BTL
• Pop-up barbers
• At shopping malls frequented by our target audience
• Office plazas
Communication Message
• Create awareness in the first 18 months.
• Focusing on ease of use and suitability to indigenous skin type
• Eventually, encourage people to shave more to keep up their appearance
• Clear the misconception that shaving foam is used up more rapidly than
shaving creams.
Conversion Market
• Conversion from cream to foam
• Conversion from barber to self-shaving
• Conversion to upper tier products
Distribution
• Possible pressure from Gillette.
• Counter by offering above average trade discounts
• Selling directly to the barbers
• Barber size: 10+ seats
• Incentivize by offering them benefits such as panaflex boards for their
shops
Pricing
Name Variant Price Quantity Price/Quantity
Admiral Lather Vitamin E, AloeVera 55 90 0.61
TouchMe Exotic Scent 55 100 0.55
Nivea Sensation 180 100 1.80
Gillette Foamy 130 56 2.32
Supermax
Sensitive (Cucumber,
chamomile, almond oil) 225 250 0.90
Safa Small SKU 75 60 1.25
Gillette Foamy 310 418 0.74
Safa Value Large 250 416 0.60
Gillette Gel: Sensitive 295 200 1.48
Gillette Gel: Sensitive Skin, AloeV. 165 75 2.20
Nivea Gel: Sensation 395 200 1.98
Safa Foam 180 200 0.90
Purchase Criterion
Decision Matrix
Purchase Criteria Weight Gillette Nivea Touchme Admiral Safa
/10 /10 /10 /10 /10
Easy of Use 1.5 8 12 8 12 3 4.5 3 4.5 8 12
Smoothness 1.5 9 13.5 7 10.5 4 6 5 7.5 6 9
Skincare 1.25 7 8.75 9 11.25 4 5 5 6.25 7 8.75
Affordability 3.5 3 10.5 2 7 8 28 8 28 6 21
Availability 2.25 4 9 3 6.75 9 20.25 7 15.75 6 13.5
10 53.75 47.5 63.75 62 64.25
Extension
• After 2 year: After Shave & face wash
• Within 4 years: Deodorants & other personal care items
Measuring ROBI
• 40% BrandAwareness
• 20% top of mind recall
• Capture 12% market share
• We will use 4 metrics:
• Brand awareness
• Brand image recognition
• Brand Customer Acquisition
• Return on advertising

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Safa Shaving Brand Launch

  • 1. Safa Shaving Foam • M. Farzan Sheikh • Vishal Kella • Hussain Mehmood • S. M. Obaidullah
  • 2. The Product • Shaving foam • Formulated for the local skin type • Three SKUs at launch (60ml, 200ml, 418ml) • One variant at launch
  • 4. Vision • To establish Safa as the go to brand for the indigenous skin types, targeting men aged 18-35 from SEC B. It won’t be just a personal care item, but a brand to help men groom in every aspect of their life. Never again should a man feel unconfident and denied from actualizing his full potential because of appearance .The brand will help us fuel the entire earnings for the company for the first two years as it is the company’s sole product.
  • 5. Value: Confidence Assuredness Functional Benefits: Convenience and caters to local skin. Attributes: Economically priced, fragrant BrandValue Pyramid
  • 6. Brand Association • Cleanliness • Practicality • Ease of Use Brand Persona • Everyday man who is confident and well groomed
  • 7. Brand Contract • The shaving foam will ensure that the user will stay fresh and promises him the possibility of confident expression in his personal and professional life. Our shaving foam would be a time saver due to its ease of use.
  • 8. Brand Based Customer Model • SEC B purchases are traditionally based on price and familiarity • Disrupt this by moving to a model of quality and convenience • Pricing is premium to shaving cream but competitive to shaving foams
  • 9.
  • 11. Survey 5 17 3 How many times do you shave? Once Twice Daily 12 10 Do you shave yourself or get it done from barber? Yourself Barber 10 5 10 Which shaving cream or foam you or your barber uses? Touch me Other Don't know
  • 12. Communication • TV campaign during prime time • Radio • BTL • Pop-up barbers • At shopping malls frequented by our target audience • Office plazas
  • 13. Communication Message • Create awareness in the first 18 months. • Focusing on ease of use and suitability to indigenous skin type • Eventually, encourage people to shave more to keep up their appearance • Clear the misconception that shaving foam is used up more rapidly than shaving creams.
  • 14. Conversion Market • Conversion from cream to foam • Conversion from barber to self-shaving • Conversion to upper tier products
  • 15. Distribution • Possible pressure from Gillette. • Counter by offering above average trade discounts • Selling directly to the barbers • Barber size: 10+ seats • Incentivize by offering them benefits such as panaflex boards for their shops
  • 16. Pricing Name Variant Price Quantity Price/Quantity Admiral Lather Vitamin E, AloeVera 55 90 0.61 TouchMe Exotic Scent 55 100 0.55 Nivea Sensation 180 100 1.80 Gillette Foamy 130 56 2.32 Supermax Sensitive (Cucumber, chamomile, almond oil) 225 250 0.90 Safa Small SKU 75 60 1.25 Gillette Foamy 310 418 0.74 Safa Value Large 250 416 0.60 Gillette Gel: Sensitive 295 200 1.48 Gillette Gel: Sensitive Skin, AloeV. 165 75 2.20 Nivea Gel: Sensation 395 200 1.98 Safa Foam 180 200 0.90
  • 17. Purchase Criterion Decision Matrix Purchase Criteria Weight Gillette Nivea Touchme Admiral Safa /10 /10 /10 /10 /10 Easy of Use 1.5 8 12 8 12 3 4.5 3 4.5 8 12 Smoothness 1.5 9 13.5 7 10.5 4 6 5 7.5 6 9 Skincare 1.25 7 8.75 9 11.25 4 5 5 6.25 7 8.75 Affordability 3.5 3 10.5 2 7 8 28 8 28 6 21 Availability 2.25 4 9 3 6.75 9 20.25 7 15.75 6 13.5 10 53.75 47.5 63.75 62 64.25
  • 18. Extension • After 2 year: After Shave & face wash • Within 4 years: Deodorants & other personal care items
  • 19. Measuring ROBI • 40% BrandAwareness • 20% top of mind recall • Capture 12% market share • We will use 4 metrics: • Brand awareness • Brand image recognition • Brand Customer Acquisition • Return on advertising