After Shave

8/9/2019 After Shave

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After shave


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A lotion, gel, balm, powder, or liquid used

mainly by men after they have finished

shaving.

Antiseptic agent such as alcohol to prevent

infection from cuts as well as to numb

damaged skin, a perfume to enhance scent,

and a moisturizer to soften the skin

Cologne is applied after the aftershave.


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Indian After shave market

Relatively a new phenomenon

Became a common practice among the middle

class men and the young population. Aftershave market in India is estimated at

approximately Rs 70 crore.

Highly under-penetrated but rapidly growingmarket


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Global Scenario

Infinite number of aftershave and colognesavailable in the market.

Considerable expansion, and famous

designers have lent their names to popularaftershaves.


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Gucci BoucheronThierry MuglerBvlgari Guerlain

Ralph Lauren Cartier ChanelCreedHugo


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The Choice- very personal, antiseptic property,

freshness, fragrance factor.

Growth drivers-looking good catching on in the

male world, awareness, consumer attitudes and

modern retail, desire to be cool and simplyirresistible, rising disposable incomes, Western

influences and growing young population

Future Trends-Ayurvedic natural product, Aftershaves coconut, sandalwood peppermint, aloevera. anti ageing after shave product with

bioengineered human elastin.


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New Product After shave roll-on

The usage of alum in todays scenario can bemade accordingly by developing an after

shave in roll-on format.

entry level product in the after shave market.

Advantages

Ease of usage Affordable price

Long life

Saves unnecessary wastages


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Entry barriers-Customer perception luxury

product its not for me, completely new in this

segment, Customer awareness.

New Segments-Age wise the adolescents, adults,

Middle aged men and senior citizens.Geographical wise the untapped rural market.

Income wise segment this will open up low

income males who are not using any after shaves.

After achieving critical mass in penetration, the

next growth opportunity is to increase

consumption through frequency of use


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Pricing and STP-penetration pricing. major

reasons for not using an after shave is because of

the lack of low end products.

Segmentation will be done based on geography,

age and income. The target customers - people

with lower income, first time users and people

who need changes. will be positioned as a stylishproduct at an affordable price.

Buying Influences and purchase process-stone

which they used earlier with a cool fragrance

attached with it, Ease of usage of roll-on, It can

be done due to the fact that people dont want to

face anything negative in them.


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Marketing Messages and Distribution-mainly on

awareness and ease of usage. In Promotional

activities benefits of using an after shave.Model of other FMCG products, modern organized

and unorganized retail using push strategy,

manufacture-distributor-retailer format.

Competitors and Demand-Supply scenario-Trying to

bring more and more flavors in fragrance and are

completely ignoring a new format concept.

no company has tried to enter the lower end market.

supply exceeding demand quite convincingly,

company which owns an after shave gel or lotion also

owns shaving cream or foams.


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New Uses-skin conditioner, facial lotion,

sunscreen, perfume.

AnsoffMatrix

Market penetration Product development

By STP

Market development Diversification

Current market

Newmarket

After shave lotion After shave roll-on


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Summary

Documents

After Shave