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HOW OFTEN DO YOU SHAVE?
9%
28%
9%35%
19%
Frequency
Alternate daysEvery 3-4 daysTwice a weekOnce a weekOnce in 2 weeks
GEOGRAPHIC
•Metro Cities•Town
Demographic
•Gender- Male•Age- 25-45•Income- middle income group and above
BEHAVIORAL
•user status- regular
1. SEGMENTATION
2. TARGETING
Differentiated Marketing
FOCUS: Targeted at 69% of the population who do not use an electric
shaver. APPEAL: Comfortable hassle free shave. RELY ON: Creating more sales by making 63% of the
population who shaves 3-4 days to once in a week shave regularly.
CONSUMER BEHAVIOURo WHAT: Electric hassle free shaver
o WHY: Budding grooming needs of men
o WHO: Meno HOW: Cash, Credit Cardo WHEN: One time purchaseo WHERE: Retail outlets, E-Commerce
websites
STRENGTHS Creativity and R&D
investment Product availability
Nationwide People Reliance on
Quality of Product Strong marketing and
advertising Strong brand loyalty Market Leader
SWOT ANALYSIS
Highly dependent on core business
Expensive brand maintenance
Heavy Dependence on Retail Outlets
Gillette has multiple blade and razor systems
WEAKNESS
OPPORTUNITIES Use of e-commerce Increased Grooming,
changes in societal attitudes and consumer brand preference
New product launches Increasing buying Power Demand for high quality
products Still an infant industry in
India with huge scope for growth in future
THREATS
New Competitors Growth in number of
substitutes Traditional shaving
method Economic downturn Cloning of successful
brands