Prodt Lauch Ppt

8/3/2019 Prodt Lauch Ppt

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Product Launch of

Venus Razor

Presented By –

Anurag Sachan (026)Berlin Varghese (033)

Biswajit Das (036)

Sneha Chopra (142)



Presentation Outline

Objective

Consumer Insight

Rationale: Market Analysis Demand Analysis Regulatory Regime Competitors Analysis Risk Analysis

SWOT of Gillette

Porters Five Force Model



… Outline

Perception Mapping

STP

Marketing Mix Product

Price

Place Promotion

Benefits of the project



ObjectiveObjective

Launch of a Product which willtransform the hair removingexperience altogether…



Consumer Insight

Hair removal done under considerationof being hygienic and / or for lookingattractive



Market AnalysisMarket Analysis

Demand AnalysisRegulatory Regime

Competitors Analysis

Risk Analysis



Demand AnalysisDemand Analysis

The current size of India’s cosmetic and toiletriesmarket is about $950 million

Growing at an average rate of 15-20 percent for the

last few years

Current per capita expenditure in India on cosmetics isapproximately $0.68 cents, as compared to $36.65 inother Asian countries

Growth has come mainly from the low and medium-priced categories, which account for 90 percent of thecosmetics market in terms of volume

Source: http://strategis.ic.gc.ca/epic/internet/inimr-ri.nsf/en/gr126985e.html



Reasons for the growing demand

Higher disposable income

Ever Growing number of working women

Greater access to television: created a growing

awareness of the western world Increased advertising in general

Greater product choice and availability

Beauty pageants: Making Indian women more

conscious of their appearance and more aware of western cosmetic products and brands

Boom in the Indian fashion world



Regulatory RegimeRegulatory Regime

Prior to March 31, 1999, cosmetics andtoiletries were on India’s import “restrictedlist”

Today, India permits the importation of cosmetics and toiletries without anyrestrictions

Import tariff has been reduced from 57percent last year to 40.38 percent this year

Source: indiainfoline.com



Direct

Wangton electron

Darwin solingen sword Walner lambart-Schic

Philips

Avon Supermax

Competitive AnalysisCompetitive Analysis



Indirect

Cream depilatories

Friction

Rotary epilators Threading

Tweezing

Waxing



Substitute

Laser therapy

Bleach

Stockings



Risk AnalysisRisk Analysis

Changing consumer preferencetowards permanent hair removals

Gaining popularity of other means likewaxing…



SWOTSWOT

GilletteGillette



Strength

Brand awareness is high in the market Ease of use and Portable Pain less Quick Value for money Excellent distribution channels

For eg. 2000 nos. Distribution Channelsand 400,000 outlets

Source: Status Report on Safety Razor Blades Industry, 2003-04



Weakness

Foreign brands currently constituteonly 20 % of the market

Comparatively higher pricing Only perceived to be used in case of

emergency

Source: outlookmoney.com



Opportunity

Less number of players operating in the market

54% of population below the age of 25 years and 70%below the age of 34 years show the significance of

entering Indian market Supportive government: deduction of duties for

imports

Domestic production in India of women razors forleveraging low cost RM, Machinery and labour - ISPL

Source: Status Report on Safety Razor Blades Industry, 2003-04



Threat

Total hair removal methods likeelectrolysis and laser therapy

Ever gaining popularity of other formsof hair removing processes likewaxing, creaming

Growing Concerns about hairbecoming hard, coarse and comingback faster



- Clonal Propagation

Technology

Direct – Distributor

Indirect - Technology

Industry

Competitors

Rivalry among

Existing Firms

Suppliers

Substitute

Potential Entrant

Buyers

Industry Analysis - Michael Porter's ModelIndustry Analysis - Michael Porter's Model

Threat of New Entrants

Threat of Substitute

Products/Services

Bargaining

Power Of

Suppliers

Bargaining

Power Of

Buyers

Low

Low

High

Low



Convenience

( Time, ease of use )

Perception

Mapping

Price

Venus

X- Satin Care

high

high

low

low

Y- Waxing

Z- Laser

Survey reports: sample

frame of 20 girls in Girls

hostel



STP



A Snap shot of

Indian Females



India Population Male Female

000' 000' 000'

1Urban 285354.95 150125.239 135229.71

2Rural 741660.29 381139.223 360521.07

Total 1027015.2 531264.5 495750.78

Total Female population in India – 49.57 Cr.

Source: Census 2001



Total Indian population102 cr.

Urban Population28 cr.

Rural Population78 Cr.

Male Popln.15 Cr.

Female Pop.13 Cr.

0 – 15Yrs. Age

3.6 Cr.

15+Age Gr.

9.4 Cr.



Literate Urban Female Population in 12+

age group

Total Urban

Female Populationin 15+ age group

9.4 Cr.

Illiterate FemalePopulation

2.1 cr.

Literate FemalePopulation7.3 cr.These 7.3 Cr. literate Urban

females are spread acrossmore than 800 towns in this

country



Households falling in various incomegroup

Consuming

(Rs. 45k-2.5l)55 Mn 75 Mn

Climbers(Rs. 22k-45k) 66 Mn

78 Mn

Aspirants(Rs.16k-22k 32 Mn

33mn

Destitutes< Rs.16k 24mn

17mn

RICH (Rs.2.5 L +) 3 Mn 6Mn

SEC

A1/A2

B1/B2

D/ E1

E2

C

’99 - ‘00 ’05 – ‘06

Source: NCAER

Brand

Price

Conscious

Per annum



Let’s look at the top 120 towns of India in

terms of their Female Population /

Potential / Affluence level

Source: RKSwamy/BBDO Guide to Urban Market, 2003



Urban Snapshot



India in 50K+ Towns

Total No. Total

Population

Literate Female

Population (‘000)

Town 784 220652.33 73706.60

Top Towns 120 150843.4 40896.40

Literate Female Population in Top 120 Towns – 4.1 cr.



Total literate Female population in top 120 towns

is 4.1 cr.

Target Population:



Terminologies

MPV - Market Potential Value MPV represents the volumes involved

MII - Market Intensity Index MII represents purchase intensity

MEI - Media Exposure Index

exposures to TV, radio, print and cinema

RKSwamy/BBDO Guide to Urban Market, 2003

http://var/www/apps/conversion/current/tmp/scratch23247/D:/berlin/MARKETING/RK%20Swami%20BBDO/Towns%20in%20descending%20order%20of%20MPV.xls

http://var/www/apps/conversion/current/tmp/scratch23247/D:/berlin/MARKETING/RK%20Swami%20BBDO/Towns%20in%20descending%20order%20of%20MII.xls

http://var/www/apps/conversion/current/tmp/scratch23247/D:/berlin/MARKETING/RK%20Swami%20BBDO/Media%20Exposure%20Index.xls

http://var/www/apps/conversion/current/tmp/scratch23247/D:/berlin/MARKETING/RK%20Swami%20BBDO/Media%20Exposure%20Index.xls

http://var/www/apps/conversion/current/tmp/scratch23247/D:/berlin/MARKETING/RK%20Swami%20BBDO/Towns%20in%20descending%20order%20of%20MII.xls

http://var/www/apps/conversion/current/tmp/scratch23247/D:/berlin/MARKETING/RK%20Swami%20BBDO/Towns%20in%20descending%20order%20of%20MPV.xls



Classification of Towns

Town withvery High MPV

andvery High MII

Towns withLow MPV

andVery High MII

Town withVery Low MPV

andLow MII

Town withHigh MPV

andLow MII

Town withVery High MPV

andHigh MII

Town withLow MPV

andHigh MII

High Moderate Low

H i g h

L o w

MPV

MII



Classification of Towns


and

very High MII

Towns withLow MPV

andVery High MII


andLow MII

Town withHigh MPV

and

Low MII


and

High MII

Town withLow MPV

andHigh MII

High Moderate Low

H i g

h

L o w

No. of Town - 4 No. of Town - 6 No. of Town - 15

No. of Town - 65No. of Town - 24No. of Town - 5



Markets available

X

X

X

Price ConsciousBrand Conscious

regular

Non -

regular

U

s

e

r

s

Markets



Geographic: Phase 1: Towns with high MPV and high / moderate MII Phase 2: Towns with low MPV and high / moderate MII

Demographic :Family Life Cycle Bachelor Full Nest I - Young married no children Full Nest II - Young, married youngest child under 6 yrs

Psychographic:

LifeStyle: Highly Mobile, hygiene and beauty conscious

Behavioral: Usage rate: Regular and Non - Regular

DEFINING TARGET AUDIENCE



PositioningPositioning

Quality of shave

Durability of razor and blades

Value for money Portable any time any where



Marketing Mix



ProductProduct

Gillette 13223867 Venus Razor -Features

3 blades surrounded by soft,protective cushions

Pivoting, uniquely rounded head hugs

curves Blue indicator strip with aloe and

vitamin E Individually sealed to be stored in the

shower

1 razor + 2 refill blade cartridges For divinely smooth skin even in

sensitive spots.



Product…Product…

Gillette Venus Divine Razor:Features

3 comfort-coated bladessurrounded by skin

smoothing cushions 3 intensive moisture strips Rounded forward pivoting

head

Includes shower storagesystem with 2 Shower Saferefills



Product FeaturesProduct Features

Sleek Portable Stylish Plastic Body Fully Portable and Mobile- Take it anywhere two non sharp blades which can be used for removing

both coarse and fine hair Wonderful Addition to your Make up/Gromming Kit,

Compact Size and Super light weight Easily Fits in your Pocket or Purse. Skin Friendly and painless hair removal product Use it Anywhere Anytime Painless And Time Saving Do It Yourself Simple To use



Product coloursProduct colours

Tangarine orange

Passionate pink

Lemon lime green



PricingPricing

Premium pricing strategy Gillette 13223867 Venus Razor: will be

available in the market for Rs 275/-

Gillette Venus Divine Razor: Rs 260/-



PlacePlace

Phase 1: Towns with high MPV and high /moderate MII Greater Mumbai, Delhi, Chennai, Kolkatta,

Pune, Hyderabad, Bangalore, Ahmedabad,Panaji and Chandigarh

Phase 2: Towns with low MPV and high /

moderate MII Other cities like Vadodara, Amritsar… in the 29

towns



Place contd…Place contd…


and

very High MII

Towns withLow MPV

andVery High MII


andLow MII

Town withHigh MPV

and

Low MII


andHigh MII

Town withLow MPV

andHigh MII

High Moderate Low

H i g

h

L o w

No. of Town - 4 No. of Town - 6 No. of Town - 15

No. of Town - 65No. of Town - 24No. of Town - 5



PromotionPromotion

Directly through special exclusive counters indepartmental stores and malls featuring our ownbeauty consultants

Service marketing strategies, such as point-of-saleadvice and beauty counseling

Beauty counselors or advisors at retails outlets tocreate awareness and overcoming consumers fears

Innovative selling methods, organize tea party make-up sessions at metros



Promotion…Promotion…

Through Print media News papers and women magzine

(more emphasis will be given to print in greatermumbai, chennai, ahmedabad and pune owing

to higher MEI)

Through Radio in Greater mumbai, delhi,kolkata, chennai and pune

Through Television advertising onchannels like Star Plus, Sony, MTV…



Brand Ambassador

Out Going



Sponsoring fashion events

Collaborate with a popular health

site and offer articles on body, healthcare and skin which will includearticles like Concerns of hair removing,

hygiene etc



Benefits of the projectBenefits of the project

Consumer : Will make hair removing process faster

and easier

Company: Increasing presence in a very fast

growing market



WE APPRECIATE YOUR VALUABLE TIME

http://owmg.org/graphics/Masonicother/HANDS.jpg



Towns with very high MPV and MII

Town Grade MPV Popn.'000 Female Popn. MII

1Greater Mumbai AAA 1000 16368 5931 147.66

2Delhi AAA 789.5 12791 4356 149.18

3Chennai AA 362.84 6425 2448 136.5

4Pune AA 206.51 3756 1341 132.9



Towns with very high MPV and high MII Town Grade MPV Popn.'000 Female Popn. MII

5Kolkata AAA 613.19 13217 5119 112.14

6Hyderabad AA 257.9 5534 1982 112.65

7Bangalore AA 254.52 5687 2086 108.17

8Ahmedabad AA 220.63 4519 1632 118.00

9Surat A 124.45 2811 961 106.98

10Nagpur A 104.57 2123 761 119.05



Towns with low MPV and very high MII


11Ludhiana A 79.29 1395 502 137.38

12Vadodara A 79.06 1492 546 128.03

13Amritsar A 53.63 1011 363 128.16

14Chandigarh A 53.12 809 291 158.75

15Jalandhar B 39.28 709 265 133.85



Towns with very low MPV and High MII


16Coimbatore A 71.19 1446 537 119

17Indore A 69.77 1639 572 102.88

18Kochi A 67.25 1355 503 119.92

19Madurai A 50.26 1195 446 101.6820Faridabad B 49.87 1055 351 114.25

21Rajkot B 43.9 1002 359 105.87

22Trivandrum B 42 889 335 114.16

23Guwahati B 39.45 815 303 117.04

24Salem B 33.14 749 278 107.02

25Bhiwandi B 31.95 621 211 124.26

26Jamnagar B 25.51 558 198 110.39

27Mangalore B 25.31 539 202 113.6



Towns with very low MPV and High MII


28Tiruppur B 24.04 543 202 107.03

29Bhavnagar B 23.28 518 181 108.72

30Thrissur B 16.38 330 124 119.97

31Kollam B 16.29 380 140 103.6532Patiala B 16.16 323 122 120.77

33Panipat B 15.4 354 118 105.17

34Yamunanagar B 14.1 307 110 111.14

35Rohtak B 13.71 295 104 112.47

36Alappuzha B 13.22 283 104 112.98

37Hisar B 11.11 263 92 102.04

38Gurgaon B 10.33 229 80 108.95

39Navsari B 10.21 232 85 106.15



Towns with low MPV and low MII Town Grade MPV Popn.'000 Female Popn. MII

40Kanpur A 94.64 2690 987 85.02

41Jaipur A 93.83 2324 773 97.57

42Lucknow A 86.95 2267 816 92.71

43Patna A 61.03 1707 593 86.39

44Bhopal A 59.05 1455 490 98.1

45Visakhapatnam A 53.43 1329 493 97.14

46Nashik B 45.33 1152 396 95.09

47Asansol B 42.45 1090 394 94.1248Varanasi B 42.44 1212 410 84.65

49Jabalpur B 41.96 1117 403 90.77

50Agra B 38.05 1321 487 69.6

51Vijayawada B 37.17 1011 362 88.85




Town Grade MPV Popn. 000 Female Popn. MII

52Durg-Bhilainagar B 35.51 924 320 92.93

53Kozhikode B 35.29 880 315 96.91

54Jamshedpur B 34.17 1102 389 74.96

55Solapur B 34.08 873 303 94.36

56Aurangabad B 33.28 892 295 90.2

57Tiruchirappalli B 32.85 847 321 93.72

58Meerut B 32.8 1167 393 67.91

59Dhanbad B 32.78 1064 361 74.44

60Mysore B 31.9 786 294 98.11

61Gwalior B 31.08 866 299 86.78

62Ghaziabad B 30.04 969 326 74.97

63Allahabad B 29.66 1050 399 68.29

64Hubli-Dharwad B 29.11 786 282 89.52

65Jodhpur B 27.26 856 289 76.97

66Ranchi B 25.57 863 302 71.63

Town Grade MPV Popn '000 Female Popn MII




67Raipur B 25.03 699 238 86.5

68Bhubaneswar B 23.7 657 244 87.14

69Kota B 22.7 705 243 77.85

70Amravati B 20.5 549 198 90.21

71Kolhapur B 20.46 498 185 99.38

72Bareilly B 20.13 730 244 66.68

73Warangal B 19.59 577 211 82.03

74Cuttack B 19.54 588 222 80.35

75Kannur B 19.12 498 184 92.78

76Guntur B 18.91 515 190 88.8

77Aligarh B 18.15 668 216 65.68

78Moradabad B 18.01 641 212 67.89

79Sangli B 17.86 448 162 96.45

80Dehradun B 17.32 528 196 79.29

81Bikaner B 17.2 529 179 78.57





82Belgaum B 17.18 506 183 82.02

83Ajmer B 16.95 490 176 83.59

84Gorakhpur B 16.79 625 219 64.97

85Siliguri B 16.63 470 170 85.49

86Pondicherry B 16.57 506 186 79.2

87Tirunelveli B 16.26 432 162 91.07

88Erode B 16.03 391 148 99.04

89Durgapur B 15.04 493 186 73.74

90Nanded-Waghala B 14.79 431 142 83.01

91Raurkela B 14.71 484 174 73.44

92Udaipur B 14.67 389 140 91.06

93Akola B 14.6 400 140 88.24

94Rajahmundry B 14.41 408 152 85.28

95Ujjain B 14.35 431 151 80.54

96Ahmadnagar B 14.31 347 125 99.58




p p

97Nellore B 14.3 405 148 85.37

98Malegaon B 13.99 409 125 82.63

99Bokaro Steel City B 13.79 498 176 66.95

100Jalgaon B 13.58 369 128 89.04

101Saharanpur B 13.31 453 154 71.03

102Vellore B 13.26 388 145 82.57

103Jhansi B 13.18 463 163 68.77

104Kakinada B 12.27 369 135 80.44

105Dhule B 11.88 341 118 84.07

106Firozabad B 11.75 432 132 65.69

107Bilaspur B 11.71 330 115 85.7

108Davanagere B 11.69 364 130 77.68

109Gulbarga B 11.5 436 150 63.82

110Ichalkaranji B 11.49 286 101 97.21

111Sagar B 11.1 309 104 86.8




112Chandrapur B 11 298 106 89.35

113Kurnool B 10.93 321 112 82.37

114Shillong B 10.69 268 95 96.41

115Noida B 10.35 294 101 85.09

116Latur B 10.28 300 100 82.84

117Gaya B 10.23 394 133 62.73

118Bellary B 10.16 317 112 77.46

119Nizamabad B 10.03 287 98 84.44

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