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Shaving cream
- 1. Shaving Cream Competition in Indian Market By: 1) Paritosh Dhondiyal and Suman Pal
- 2. • Indian Shaving Cream Market is a Subset of Men's Grooming Market in India and various brands and products are competing in the market . For the study , shaving cream is selected , being a household product. Following approach is followed for the analysis :- Approach Followed Market Study Identification of Top Player Study of 4P’s and positioning effort Segmentation and Positioning analysis Segmentation summary Position Summary
- 3. Overall Market Market Players Top Brands Study and Identification of top products in Shaving cream market in India VJ-John, 29.2 Dettol, 8.5 Axe, 7.4 Old Spice, 4.9Gilette, 3.9 Godrej, 4.7 others, 41.4 VJ-John Dettol Axe Old Spice Gilette Godrej others • Total estimated market of shaving products for men is 244 crore • 6 Big players control 60% of the market VI John – 29.2% Dettol – 8.5% Axe – 7.4% Gillette – 3.9% Old Spice – 4.9% Godrej – 4.7%
- 4. Understanding of the products thru 4P’s of marketing
- 5. VI John (29% market share) Shaving cream which includes menthol, lime, cream for hard skin, and cream for sensitive skin VI-John Shaving Cream classic , lime and mint (125G) Product Aggressive Promotion • Only Shaving cream with celebrity Endorsement • TV AD • Print • Digital Media • Highlighting • MAKKHAN SHAVE=SMOOTH SHAVE Price Promotion Place Price: Rs. 47 Price per gram : 0.376 Lowest price in the category • Brick and Mortar • Online
- 6. Dettol (8.5% market share) Product Hygiene and germ protection, recommended by Indian Medical association Digital Ads only Price Promotion Place Price: Rs.67 Price per gram: .95 Medium price in the category • Dettol shaving cream from this brand offers an amazing formula to give you a cool and refreshing shave for all skin types. • Creamy lather soften the beard to give smooth shave • Hygiene is also associated with the cream • Two variants with same price for all kind of skin • Dettol Shaving Cool Cream (70 g) • Dettol shaving fresh cram (70g) • Brick and Mortar • Online
- 7. Axe (7.4% market share) Product Promotion on print and Digital media Target : Teenager and Urban Youth. Promotion depicts opposite gender attraction In campaigns of its products Price Promotion Place Price: Rs.58 Price per gram: .96 Medium price in the category Are suitable for all types of Indian skin . The rich and creamy foam enables you to get a clean shave that makes you feel confident. Same product for all skin type Axe Denim Lather Shaving Cream – 60g • Brick and Mortar • Online
- 8. Old Spice (4.9% market share) Product Promotion on Print and digital commercial promote “Smell like a man” Price Promotion Place Price: Rs.65 Price per gram: .92 Medium price in the category Shaving cream by Old Spice is created to give you a clean and confident shave every time. Product: Old Spice Shaving Cream Original (70 g) • Brick and Mortar • Online
- 9. Gillete (3.9% market share) Product Price Promotion Place Gillette Regular shaving cream (70g) Price: Rs 62 , price per gram : .88 Gillette Lime shaving cream (70g) Price: Rs69 , price per gram: 0.99 Gillette Shaving gel (60gm) Price: Rs85 , price per gram :1.22 Medium to medium-high price in the category Sold mainly in three variants Product: Gillette Regular shaving cream, Lime Shaving cream, Shaving Gel Three variants (variety) Promotion : Digital and Print Ads Target Teenager and youth , that is why promotion always on cool image, Urban middle Class focus on Gillette series of products In TV, print and digital media • Brick and Mortar • Online
- 10. Godrej (4.7% market share) Product Price Promotion Place Regular cream (100gm) Price: Rs 60 Price per gram:.6 Cool menthol (60gm) and lime fresh (60 GM) Price :Rs 60 Price per gram:1 Medium price in the category Oldest brands in the country and comes at affordable prices, making it suitable for all income groups Regular cream, Cool Menthol, Lime fresh TV campaign in past focussing middle age office goers using because of great shave , fragrance and lather , No specific promotion as of now • Brick and Mortar • Online
- 11. Understanding of the products thru segmentation - Geographic, Demographic & Pyschographic
- 12. Shaving Cream Market Segmentation Analysis - Geographic segmentation Market Focus METROS TIER 1, 2 RURAL No specific focus market
- 13. Shaving Cream Market Segmentation Analysis - Demographic segmentation Age Group Focus Teens Youth Middle
- 14. Shaving Cream Market Segmentation Analysis - Demographic segmentation Income Group Focus Low Middle High
- 15. Shaving Cream Market Segmentation Analysis - Psychographic segmentation Value focus Personality Motives Lifestyles Cuteness Hygiene Attractiveness Macho quotient Elegance Best Glamour orientation Health and mental orientation Glamour orientation Physical orientation Mental orientation Glamour orientation Look boyish Skin care Seduce opposite gender Alpha Male Quick and look clean Winning attitude
- 16. Shaving Cream Market Segmentation funnel Rural+T1,T2 cities Teen+Youth Low Income Glamour orientated valuing cuteness Middle age Mid Income Mental orientated valuing hygiene Metros+ Cities Youth Mid Income Glamour orientated valuing attraction Metros+ Cities Middle age Mid Income Physical orientated valuing Macho quotient Metros+ Cities Teen+Youth Mid to high Income Glamour orientated valuing the best Metros+ Cities Middle Age Mid Income Mental orientated valuing elegence Geographic And Demographic Psychographic
- 17. Shaving Cream Market Segmentation Summary T1-2 Cities, rural market , Youth , low income group valuing cuteness and glamour orientation Middle income group ,middle income group , valuing health and mental orientation Metros , cities , teen and youth, middle income group , valuing attraction and glamour orientation Metros , cities , middle income group , middle age macho with physical orientation T1,T2 cities Middle age office goers , middle income group , valuing elegance and mental orientation Metros, Cities youth ,middle to higher middle income group, valuing winning attitude and glamour orientation Common Observation • High income group is not targeted by cream based products , instead they are targeted by Ready use Foams where again these players are competing , hence target groups are low and medium income group • Although Geographic and Demographic segmenting dominates in the case Some attempt of psychographic segmenting is also used by players Segmentation summary
- 18. Understanding of the products thru positioning analysis
- 19. Shaving Cream Market – Positioning Analysis – Price vs Quality Quality Price High Low High VI John All variants Dettol All variants AxeOld spice Gillette lime Gillette regular Gillette shaving gel • Most of the target customers (low to medium income) are sensitive to Price , while high income group do not care about price and move to ready shave foams. Hence Positioning in shaving cream is mainly done on Price product quality benefits . • Gillette has only differentiated products in terms of Price Quality with Gillette lime and Gel positioned higher than Gillette regular. • There is no differentiation done by other players in variants in price –quality. Godrej Let us further analyse the positioning done by different players through Star (radar chart) in subsequent slide
- 20. Shaving Cream Market – Positioning Star chart and Conclusion Conclusions • From the star chart we can conclude following -VI John and Dettol positioning map is having distinct differentiation from others . This will help in creating a unique position in consumers mind with respect to competitors Other players positing map is overlapping with competitors with only Axe having some diffrentiation • Above observation correlates with leadership position also as VI john is no. 1 market player , followed by Dettol which is no. 2 , followed by Axe which is no. 3 player • Overall we can conclude that VI John has found better alignment between segmentation , target customer and positioning of product and hence it is leader in the market also , followed by Dettol 0 1 2 3 4 5 6 7 8 9 Freshness Quality Confident shave Smooth shave Low price Medical benefit VI john Dettol Gillette Old Spice Axe Godrej
- 21. Thank You!