We are……

SUMIT AGRAWAL
SYED MUHAMMAD ABBAS
MUNEERUL ISLAM

SMOOTH RAZOR
FOR WOMEN
{Be all that you can
be.}
 SmS Group Private Limited
 Type Private

 Founded 2009

 Headquarters Mumbai, India


 Industry Fast moving consumer goods




 Products RAZOR FOR WOMEN
About SMOOTH RAZOR

→ 2 brand variants to be launched



SMOOTH VIBRANCE SMOOTH DIVINE

Vision Statement
 “To build TOTAL BRAND VALUE by innovating to
deliver consumer value and customer
leadership faster, better, and more
completely than our competition.”

Corporate Objective

National focus on consumer

products
National competitive advantage in
quality, value added personal
care/use products

SITUATIONAL ANALYSIS
 MARKET ANALYSIS


 CONSUMER ANALYSIS


 COMPETITOR ANALYSIS


 SOCIO ECONOMIC ANALYSIS

 MARKET ANALYSIS
 The frequency of USE RAZOR IN WOMEN is very low.
Most consumers use RAZORonly once or twice in a
MONTH. In many cases, these products are used on
special occasions such as weddings, parties etc


 Size of RAZOR market - 630 Cr



 GEL - 20 % of above


 RAZOR - 70 % of above



RAZOR Industry Growth

TOTAL RAZOR AND GEL

RAZORS ONLY
COMPITITOR
ANALYSIS
Competitor Analysis
 Ourcompetitor are HAIR REMOVING GEL and
RAZOR
E.G– ANNE FRENCH
VEET
Glide
INDIA MARKET SHARE FOR BLADES
& RAZOR

11%
9% Gillette
GEL
55% 7 O CLOCK
25% Glide
TOTAL INDIAN BLADES & RAZORS
MARKET
Disposables

Systems
Replacement
Blades

Rs.000 %
•Systems 102 64
•Disposable 39 25
•Replacement Blades 17 11
SOCIO ECONOMIC ANALYSIS
• According to NCAER, RAZOR penetration
is expected to grow from 314 thousand
households in 1998-99, to 542 per
thousand households in 2009-10.

• In mid 1997, per capita consumption of

RAZOR increased

• Average Growth over the last few yrs - >

20

• Expected Average growth over the next

few yrs - 25 %
•
 CONSUMER ANALYSIS
 Brand loyalties in RAZOR are not very strong.
Consumers frequently look for a change, particularly
in SAFETY



 An Indian needs more RAZOR for a proper CLEAN




 About 50% of consumers use ordinary RAZOR OR GEL
to REMOVE THE HAIR

BUYING BEHAVIOR

• Regular or special occasion user

• Light, medium or heavy user

• Readiness stage : Unaware, aware,
informed, interested,

desirous & intending to buy.

• Loyalty status : None, medium, strong or
absolute
 SWOT ANALYSIS
Strengths
Aggressive Advertising
Quality & Innovation
Demographic Changes
Changing Societal Attitudes
Consumer Brand Preference
Demand for High Quality
Use of JIT and ICT (e-com)
New Production Technology
Increased Grooming
Sophistication
Opportunities
Weaknesses
Long Development Cycles
Street Retail Outlets
Expensive Brand Maintenance
New Competitors
Cloning of Successful
brands
Increasing Buyer Power
(Inventory De-stocking)
Growth in Substitutes
Economic Downturn
Threats
 The Boston Consulting Group Box ("BCG Box")

(measure of SBU strength in the market)

(measure of market attractiveness )
  DIFFRENCIATION

 SMOOTH VIBRANCE


> Three RAZOR...Surrounded by Soft Protective
Cushions.

> The cushions gently smooth out the skin so that the
3 RAZOR safely shave at the closest level.

> Pivoting Rounded Head hugs curves and fits easily
into hard-to shave areas.

> Indicator Strip with Aloe & Vitamin E. The blue
stripe fades away when the user is no longer getting
the optimal SMOOTH shave.
SMOOTH
DIVINE

> Intensive moisture strips infused with natural
aloe and botanical oils.

> Innovative forward pivot adapts to contours,
hugging female curves.

> Large, oval-shaped cartridge has no corners,
so edges won't irritate the skin.

> Shaving compact stores the SMOOTH razor and
its Shower Safe

SMOOTH’s multi-level
segmentation
Identified
target market


is:

1. Affluent & higher income

women group.

&
2. Middle class which includes

i. The new age working women.

ii. School & college going


teenagers

&
iii. Married women
 TARGETING
WHY ----- METRO CITIES
 Tinsel town of India
 Living standards of the people quite high
 Potential market (Population, education etc)
 Disposal income is quite high compared to
other cities
 % of earning women are more
DEMOGRAPHIC
 AGE – 14 to 45
 SEX - Female
 Income/occupation/education
 A1,A2,B1,B2, & C
 SOCIAL ECONOMICS
EDUCATION
CLASS
OCCUPATION
SEC A1 & A2
 25% of total population ( A & B).
 50% are in executive position.
 50% are businessmen/industries or shop
owners.
 All most all of them are graduates or post
graduates.
SEC B1 & B2
 Employed at clerical or supervisory level
(46%).
 Shopkeepers are 29%.
 Businessmen / industrialists 10%.
 Graduates or post graduates 45%.
 Education till 10th or 12th 38%.
 College education 13%.
SEC C
 21% of total population
 Employed at supervisory or clerical level 37%
 Skilled workers 33%
 Petty traders 12%
 Shop owners 18%
 Educated till 10th or 12th 75%
 Educated till max. 9th 25%
PSYCHOGRAPHIC

1. Self concept : How she perceives herself

(average house-wife or trendy)?

2. Lifestyle : flamboyant or laidback

3. Personality : ambitious or authoritarian

4. Value systems : Traditional & narrow minded

(potential users in India)

5. Modern & broad
BUYING BENEFITS

• Quality level

• Economy / cost

• Buying & using convenience
BRAND PERSONA
 Health conscious
 Beauty conscious
 Trendy & an extrovert
 Yearning for an image makeover.
POSITIONING STATEMENT

FEEL THE CONFIDENCE

Every
kiss
begins
with
SKIN
THE SMOOTH RAZOR STRATEGY
 NATIONAL resources organised and deployed to achieve
market leadership in all their products
 To maintain and increase existing market share in male
and female grooming products
 Corporate Strategy
 aggressive research and advertising
 strategic diversification e g mergers & acquisitions
 new product developments (invest in technology and
product innovation)
 focus on core competencies
 build strong product portfolio

The Marketing Mix
Price
Product
Methods used to
improve/differentiate
the product and increase
sales or target sales more
effectively to gain
a competitive advantage
e.g.
Extension strategies
Specialised versions
New editions
Improvements – real or
otherwise!
Changed packaging
Technology, etc.
Indicator
SMOOTH
Strip with
SHAVE
Aloe & Augmented
Vitamin E

Basic

KEEPS
Core
SKIN Benefit
EASY
SMOOTH TO
SHAVE
IN
HARD
Expected AREA

Innovative
forward
Potential pivot adapts to
contours, hugging
female curves.
Promotion
Strategies
to make the
consumer
aware of the
existence of a
product

NOT just
advertising
ADVERTISEMENT

1. Television (66% of 15+ adults watch T.V seven
day a week).

2. On weekend 2.30 hours an average

3. Outdoor hoardings

4. Print Media

5. FM Radio channels
Place
 SHOT - ONE

Three females from different walks of life
facing the same problem (excessive body
hair).



 Newly married

 businesswoman &

 college student
Cont.

Newly married woman ---- she always finds

some or the other excuses for not going out
specially in family gatherings & social events
as her hands & legs look clumsy with
excessive hair……….
Cont.
Businesswoman---- she refuses to attend
parties or social gatherings for the same
reason
Cont.
College student---- she has
a passion to participate in
the college activities & daily
happenings with her friends
&
boyfriends but is not able to
do so as her hands & legs
sport a ‘hairy look’.
All three come to know about
SMOOTH
RAZOR through their friends,
colleagues, well wishers & even
relatives.
 FUTURE STRATEGIES

•High Branding/Quality - Premium Price

•Develop New Market Segments & Niches through R&D
•Maintain/Promote Strong Brand Loyalty
•Tailoring Demographic Targeting (E.g. US vs Europe)
•Reduction in Product Unit Costs
•Grow Razor Systems Segment
• Strategic Alliances (Suppliers and Distributors)
• Shedding Non-Core Businesses (E.g. Papermate)
 CONCLUSIONS

 Diversifying capital, investment, products and other

resources to maintain and expand position as market
leader.
 Strategically positioned as leader, and regularly reorganising
its structures to respond quickly to changes in business
and competitive trends.
 Developing and maintaining a high profile for its brand
names through marketing.
 Continuing to maximise efficiency in production and
distribution, rather than focusing on direct retailing.
 Likely to remain as the market leader of Grooming sector
products for the foreseeable future.
Questions and
Answers
The End
THANK YOU