Shave code bdp 2012 2014

ShaveCode, BDP

1 ShaveCode @Pyramids marketing

Brand Development Plan

BDP

ShaveCode @Pyramids marketing

2

Agenda

Situation Analysis

Profile and market Segment

Market extension

Brand extension

– Phase 1: Ultimate shaving Brand

– Phase 2: Shaving total solution

– Phase 3: The Sponsor of man

Summary

Action Plan

Situation Analysis

ShaveCode is an innovative shaving brand.

With about 9% market share with it is

master variants.

High image brand with well-known perception

as high quality product succeed to win

loyal customers as it is easy to use

shaving gel with economic price.


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ShaveCode 9%

Shaveing market 91%

Market Share

With 80% availability, ShaveCode becomes a

competitive brand ready for product development

and more market penetration.

Expected market growth especially after new competition entry, increase the market size affect our

market share, there for our profitability.


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Profile and Market Segment

ShaveCode mainly target adult men, Age Group 18-45 year old. A-B class,

practical people and ready to change and trying new thing character mainly

educational culture.


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Gilette Gel and foam

Nevia Gel ShaveCode Nevia Cream Man-Look Cream and

Gel Other creams

Ranking of shaving brand in Egyptian market as below Based on Brand image

Egyptian culture pushed to try shaving gel by many brands, this activity will

motivate more consumer to try shaving gel that increase market size and

turn over on the shelf and observe its advantage over creams and foam


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Gilette Gel Nevia Gel ShaveCode Man-Look

Gel

Market Extension


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Gillette ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝

Neiva Men ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝

Lord ⃝ ⃝

King Of shave ⃝ ⃝ ⃝ ⃝ ⃝ ⃝

AXE ⃝ ⃝ ⃝ ⃝ ⃝

Enliven ⃝ ⃝ ⃝ ⃝ ⃝ ⃝

Schick ⃝ ⃝

Man-Look ⃝ ⃝ ⃝ ⃝

Henkel (FA) ⃝ ⃝ ⃝ ⃝

BiC ⃝ ⃝

Others ⃝

ShaveCode ⃝ ⃝ ⃝


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In this phase we need to reach:

NOTE THAT

• Gillette shaving cream: not a normal cream, but foaming gel in tube like

cream, positioned as a moisturize foaming shaving gel.

• Lord and Schick mainly razor brand, but enter shaving product to complete

its portfolio


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ShaveCode should start with Horizontal diversification to cover maximum

product lines and ranges.

ShaveCode extension can be applied in three strategic phases in sequence


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Year 2012:

Ultimate shaving Brand

Year 2013:

Shaving total solution

Year 2014:

The Sponsor of man

Brand extension:

ShaveCode Brand extension aim to increase market size and profitability taking

advantage of brand credibility and perception.


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ShaveCode

Shaving

Shaving non-foaming Gel

Moisturizing Foaming gel

Advanced line

Razor

Economic

Premium

Aftershave

Gel

Balm

Splash

Shower Gel Deodorants

Rollon

Spray

Year 2012# Ultimate shaving Brand


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Phase 1


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ShaveCode ⃝ ⃝ ⃝ ⃝ ⃝


1. Aftershave Splash: **In Process**


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1. Aftershave Splash: **In Process**

After shave Splash market is large enough for market entry especially as

economic shaving specialized as current brands situation as below:


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Gillette:

very high quality but premium brand, mainly target A class

• With two variants in two SKU’s (100ml & 50ml glass bottle)

Fa:

economic brand but not male specialized brand.

• Several variant but two SKU’s, Glass bottle with and without atomizer, size 100ml (premium). AND 200ml bottle with atomizer

• Big bottle heavily consumed in barbers and for multiple usage.

Others: we can find several other brands but all imported and slightly expensive brand.

To enter Splash market with economic and sufficient way we will work on two variant

only with SKU’s as below:


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Splash

100ml plastic bottle Splash

200ml Glass bottle with plastic atomizer

200ml Splash bottle with atomizer supports

below factors:

Match culture habits using splash with

atomizer

Cost advantage over competitors

Large volume market share

Barber market penetration


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Product Specification: Splash

Plastic bottle

Glass bottle


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ShaveCode Splash - Stander Item Specification

Size 100ml

Pack plastic Pack

Form Transparent liquid cologne

Color-cap Dark Sliver

Color-bottle Semi-transparent black

Sticker Laminated sticker paper

Variants 1. Hot Spice – Hot red

2. Ice Cold – Sky Blue

MOH registration Done

Ingredients With manufacturing

expected QTY 30,000


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ShaveCode Splash – economic Item Specification

Size 200ml

Pack Glass/plastic Pack with

atomizer

Form Transparent liquid cologne

Color-atomizer white

Color-bottle Transparent

Sticker Transparent sticker paper

Variants 1. Hot Spice – Hot red

2. Ice Cold – Sky Blue

MOH registration Done


expected QTY 30,000


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2. ShaveCode Advanced Line Extra Sensitive line


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1. ShaveCode Advanced Line:

Advanced line target A-Class in more medicated way. The most desired concept

between in shaving market is “Sensitive skin”.


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Total line contains:

1. Shaving Gel: in transparent cylinder with particles “increase added value concept”

and special cap

2. Aftershave Balm: in semi-transparent cylinder and the same cap.

3. Aftershave Splash: glass bottle with atomizer, in carton pack.


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Advanced Gel

120ml

Advanced Balm

100ml

Aftershave Splash

200ml

Pricing Strategy:

Advanced line will be slightly premium over classic ShaveCode line. But not match

global brand to balance brand image markup.


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Product Specification: Extra sensitive line

Cylinder shaving gel

Cylinder after shave Blam


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ShaveCode Shaving advanced Item Specification

Size 120ml

Pack plastic Pack with special cap

Form Transparent gel +granules

Color-cap Gray

Color-bottle Transparent

Sticker Transparent sticker

Variants Extra-Sensitive

MOH registration In process


expected QTY 30,000


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ShaveCode after shave balm advanced Item Specification

Size 100ml

Pack plastic Pack with special cap

Form White balm

Color-cap Gray

Color-bottle Off white

Sticker Transparent sticker

Variants Extra-Sensitive

MOH registration In process


expected QTY 30,000


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2. Foaming shaving cream/Gel: Moisturizing gel


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** ShaveCode User will never shift to foaming product, as they see the advantage of

shaving gel. As shaving product experience ranked as below:


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shaving gel Shaving Foam Shaving Cream

Our consumer will not go back to foaming product after using gel, but cream lovers can shift from cream to foaming gel easily as it gives them the same shaving

experience.


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shaving gel Shaving Foam

Moisturizing gel

Shaving Cream

Our new moisturizing foaming shaving gel will be

placed between shaving gel and foaming

products.

Factors supported by this diversification:

70% market size in shaving cream, we are targeting the big pie.

Product differentiation will match ShaveCode innovation concept.

Easley penetrate barbers market.


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Foaming products market entry will be with one SKU: 75gm as a start, recommend

not introducing bigger size till reach maximum market saturation.

ShaveCode Foaming shaving gel Item Specification

Size 75ml

Pack Laminated tube

Form Blue Transparent gel

Color-cap Dark Sliver

Color-tube Laminated

Variants Moisturizing Foaming gel

Sensitive Foaming Gel

MOH registration -

Ingredients -

expected QTY 30,000


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Line Variants Sizes Form

Shaving Gel Extra Cooling For normal Skin 80ml&150m

l

Tubes

Sensitive for sensitive skin 80ml&150m

l

Tubes

Aftershave Balm 100ml Plastic bottle

Gel 100ml Plastic bottle

Splash 100ml

200ml

Plastic bottle

Glass bottle

Advanced Extra

Sensitive line

Shaving Gel 120ml Cylinder

Aftershave Balm 100ml Cylinder

After shave Splash 200ml Cylinder

Moisturizing

foaming Gel

Shaving gel 75ml Tube


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In The End

Of 2012

Year 2013# Shaving total solution


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Phase 2

After reaching ultimate shaving brand, we will be in middle of two directions:


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ShaveCode,

The Brand for men:

• By diversification in personal care product “Shower Gel and shampoo” or deodorant

ShaveCode,

The Total shaving Solution

By entering the Razor market as a normal shaving diversification.

After reaching ultimate shaving brand, we will be in middle of two directions:


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ShaveCode,

The Brand for men:

• By diversification in personal care product “Shower Gel and shampoo” or deodorant

ShaveCode,

The Total shaving Solution

By entering the Razor market as a normal shaving diversification.

Enter this big market segment will be too big and too hard, but essential

for brand image as it will be the natural growth process.


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Gillette: as a premium brand with big market share. Mainly target A-class with premium pricing strategy.

• Sister company “NASCAR” to target B, C-class. With economic prices.

Lord: economic brand but low image, mainly target B, C-classes. Low quality brand and image make it hard for them to target A-Class with

the same brand name.

Schick: high quality brand with low availability, with

good pricing strategy.

BiC: week brand in Egypt with premium pricing

strategy. Makes it hard to grow and hopping for

market size to growth to increase value share.

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ShaveCode ⃝ ⃝ ⃝ ⃝ ⃝ ⃝


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In This Phase, we are in special situation ,, Special recommendation

**Brand Development strategy**


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Brand diversification:

• By out-sourcing manufacturing in china or Shanghai under our brand name. It is all about right selection and great costing plan.

Co-Branding :

• Order special edition from current brand and sponsor it with ShaveCode.

• Recommend Schick, as small brand with high quality product.

• Co-Branding increase brand image if we did it with high brand image brand.

OR

Marketing Strategy:

To ensure succeed in this project, we need to follow process below:

1. 1st pilot order to be as promotional too with ShaveCode products.

2. 2nd order: continue as joint promotion add new SKU that contain razor and shaving

product together.

3. Separate categories


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Phaze One: Free of charge with big SKU’s.

Phase two: as a joint promotion with high discount on booth (Razor and shaving gel)

SKU’s recommended to be King of Shave imitation not Gillette or Lord Brand:


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ShaveCode Razor

Disposable two blades razor

Disposable four blades razor

Premium razor.

New SKU’s: “you need nothing else” , Permanent offers for trade promotion

a.ShaveCode Gel 150ml tube + Razor in carton pack

b.ShaveCode gel sachet + Razor with discount in flow rap.

c. Shaving gel + aftershave balm + razor in flow rap.

This new SKU’s will create new market and elevate competition with Gillette and lord.


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Year 2014# The Sponsor of man


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Phase 3

In this phase we need to reach maximum product diversification to satisfy loyal

customers with all personal care products they need.


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ShaveCode ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝


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In this phase is complementary phase, as all extensions will be in non-shave

products. Recommended to be supported by other brands. We expect low

market share as all products will be under unspecific brand with different

position. The product will sell without any ATL marketing activity.


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Recommend to use sub-brand or Co-branding with other specialized brand.


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Sub-Brand:

•Creating new brand under ShaveCode umbrella, brand name will be the product name to maintain brand image.

•Example: Roll-on by ShaveCode, not ShaveCode Roll-on

Co-Brand:

•Co-Brand with high reputation brand in this category. Cost effective and easy branding technique can be used to match our goals.

•Example: ShaveCode Roll-on by VEBIX. (BURT roll-on by Rexona)

•ShaveCode Shower Gel by VEBIX

•ShaveCode Hair Gel by ***

OR

Product Diversification in Phase 3:

** We recommend Vebix in shower gel and deodorant taking advantage of cleaning

and hygiene perception.


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ShaveCode Personal care

Deodorants : Roll-on and Spray from Vebix

Hair Styling line : Gel and cream from ***

Shower Gel: Head and body shower Gel from

Vebix


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Summary


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ShaveCode

Shaving

Shaving non-foaming Gel

Moisturizing Foaming gel

Advanced line

Razor

Economic

Premium

Aftershave

Gel

Balm

Splash

Shower Gel Deodorants

Rollon

Spray

6. ShaveCode product development action Plan


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6. ShaveCode product development action Plan

Year 2011 Year 2012

Phase Product Duration 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12

Phase 1 Splash Plastic Bottle 3 months

Splash Glass with atomizer 2 month

Advanced Line 3 months

moisturizing foaming gel 7 months

Year 2013

1 2 3 4 5 6 7 8 9 10 11 12

Phase 2 Razor-Developing 4 months

Razor "Nothing Else campaign" 3 months

Razor penetration 5months

Year 2014

1 2 3 4 5 6 7 8 9 10 11 12

Phase 3 Deodorant-Roll-on 3 months

Deodorant Spray 4 months

Shower Gel 4months

Hair Styling line 3 months

Developing

production

launch ShaveCode @Pyramids marketing

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Line Variants Sizes Form

Shaving Gel Extra Cooling For normal Skin 80ml&150ml Tubes

Sensitive for sensitive skin 80ml&150ml Tubes

Aftershave Balm 100ml Plastic bottle

Gel 100ml Plastic bottle

Splash 100ml

200ml

Plastic bottle

Glass bottle

Advanced Extra

Sensitive line

Shaving Gel 120ml Cylinder

Aftershave Balm 100ml Cylinder

After shave Splash 200ml Cylinder

Moisturizing foaming

Gel

Shaving gel 75ml Tube

Razors Disposable two Blade razor - -

Disposable four blade razor - -

Premium razor - -

Deodorants Roll-on 50ml Roll-on

Spray 100ml Can Spray

Shower Gel Head and body shower gel 200ml Plastic bottle

Hair Styling Hair Gel line - -


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In The End

Of 2014

Thanks


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Business

Shave code bdp 2012 2014