Marketing Plan and Analysis of Shaving Cream

Marketing Plan and abbreviation of Shaving CreamThe grazing slashIntroduction -Shaving cream is a internality that is applied to the face or wherever else hair grows, to provide lubrication and avoid razor burn during groom. Shaving cream is often bought in a nebuliser send packing, but can also be purchased in tubs or tubes. Shaving cream in a can is comm simply dispensed as a foam or a colloidal gelatine. Creams that be in tubes or tubs are commonly used with a shaving brush to produce a complete latherThe cream itself commonly consists of a mixture of oil, soaps, surfactants, and water or alcohol, manufactured under carefully controlled conditions to ensure proper pH and consistency.Introduction to discipline-In this term paper my topic is shaving cream. In this I prepare the IMC conception for the shaving cream and analysis several(a) competitors and develop various strategies to promote this brand. Various steps coming backn by me to promote by intersection poin t are sh feature below-Situational analysis. assure luck.Determining communication objectives.Decide to the highest degree budget.Develop IMC strategies to promote my product.Vision of the compeveryThe corporations vision is to build total brand value by innovating to deliver consumer value and customer relationship faster, bust and more(prenominal) effectively than its competitors. This vision statement has led to the development and introduction of various newer products especially in male division and adoption of a more customer oriented approach. Provide better superior products with affordable prices.Basic strategies of AYRULITTE-Innovate.Heavy promotions and advertising.Brand extensions.Launching innovative and superior products.Events Sponsorship (cricket, soccer, tennis)IMC plan- (Integrated Marketing Communication)IMC has sire a very popular trend at present time. It is a management concept that brings together all the tools of grocerying communication to send uncha nging message to target audience. Consumers wants and pick outs should be the main reduce of the program.Steps comes under IMC planningSituational Analysis-Before launching our product we stick need to collect some information about the current grocery store situation meat what trend is going on in the market and what is preference of the customers at present their taste etc.Situational analysis provides a history of the IMC functions and an assessment of the environment. Several factors must be considered in the situational analysis. The company or organization for which the IMC plan is being created must be examined. The environment in which this organization operates must be understood and detailed. A market and consumer behavior analysis must be completed. Further, you must understand the competitors.External Environment analysis-In which we analysis about the polices of Government for launching this product. In which analysis that The Governments continued focus on liberal ization trade friendly policies and improvement in infrastructure pick up resulted in a steady inflow of planetary investments into the Indian market which has again resulted in higher income levels due to increased employment opportunities and sustained economic boom.Thus, it can be said that due to higher income elasticity of demand, demand for ad hominem grooming products are expected to grow at a rate higher than the rise in income levels of people. However, since the market is still driven largely by price and not quality (typically in rural markets and smaller towns), consumers might not value the potential benefit of paying higher prices for better and safer products.Competitors Analysis-As i am introducing new brand of shaving cream so it is very necessary for me to collect the information about my competitors and about their products and their agonistical strategies .so major competitors in this sector are shown below.Competitors analysisCOLGATE PALMOLIVE Colgate-Palmo live has three products in the shaving cream/gel/foam fraction. Palmolive shaving creams are enriched with revitalizing ocean minerals, this rich formula refreshes skin and protects against razor irritation.They are formulated with soothing Aloe-Vera, this rich foam is mild on skin and helps guard against irritation.One air is a creamy formula featuring palm extract to hydrate and moisturize skin. This cream in a long thin tube is very escaped to use. As you just put onto your face and use your shaver and it pull up stakes get all your stubbles of your face leaving it nice and smoothThe Price of distributively of these products is mentioned with size of the pack in the table belowGODREJ-Godrej is the domestic brand of shaving cream for Indian market. Recently Godrej has invested heavily for the expansion in this market. They have bought a shaving cream manufacturing and market company in South Africa and are looking forward to some other alliances for the presence in global ma rket.The shaving cream from Godrej is among the lowest priced shaving cream in the market. It is targeting the price sensitive customer in the Indian market. But the quality of the product is okay in spite of its near about half the price than its competitors.Although, variants are few in terms of size, fragrance and packaging, it is still in the shopping listing of many consumers.Godrej is a domestic brand of shaving cream and now it is looking to expand in the global.Audience situationBefore launching any product we have analysis who are our customers and other factors like their income criteria as my product is my product is shaving cream. we are focusing on every row people, so, we willing be providing services on the basis of their status. Each class people have their own way of living according to their income . so we will provide services according their income, taste, preference.Product situation-Involves what is the quality of our product and product benefits to the cus tomers, why peoples buy this product.Following steps comes under it.Quality of the product is very important factor for customer it over comes the problem why they buy this shaving cream so we maintain the quality of the shaving cream according to the set standards of the government and we are provide superior quality product at affordable prices.Packaging another point for tapping the customer is to trope the out look(packing) of the product in this way customer attract towards it.This is clear from the AYRULITTE after shave packingSWOT ANALYSIS-StrengthBetter qualitySpecial formulationAffordable priceEffective promotion strategyweaknessNew in market.Poor distribution challenge.Mainly focused on youth.Opportunity-Large marketHigh growthConstant demandCan be produce various related product aftershaveThreatsTough argument from market leadersBargaining power of suppliersNew entranceLarge number of substitute products availableDetermine a problem or opportunityAfter situational anal ysis next step is to mention the problem or opportunities concerning communicationsTo understand the buying intention of shaving cream and foam users and analyze the effect of non-attribute factors.To understand the brand loyalty of customers towards shaving cream/foam/gel Identify the parameters that play the most important role in a consumers choice of buying shaving cream/gel.Main objective for determine opportunity-What is the inter-brand recall of shaving cream/gel/foam brands and their existing look-alike in the consumers mind?What is the effect of non-attribute factors on the purchasing decision of shaving gel/foam?How strong is the brand loyalty of customers towards shaving cream/gel/foam?What are the factors that play the most important role in a consumers choice of buying shaving cream/gel/foam?Determine the communication objectivesCommunication objectives flow from marketing objectives. As we are new entrant in the market there for my main communication objectives are s hown below.To mindful peoples about over the new brand giving better quality products with reasonable prices.Creating image in the mind of the customers by using proper media. (Advertising, intelligence agency paper) gross sales promotion.Budget analysis-The very important step for a company is to prepare a budget to estimate about their expenses and how much court we are incur in which involves all the expenses on advertisement to promote the product. I have plan to invest Rs. 20cr. And its detail showed below.PromotionIMC strategies-After deciding about Budget we have to plan how our message is convey to the target audience for that we have to follow certain things likeTarget audience means to whom this product is target for that firstly we have to analysis about Market segmentation, Targeting, Positioning (STP)Segmentation-Market segmentation is the process of dividing a total market into market groups consisting of people who have relative similar product inescapably, ther e are clusters of needs. The method of identifying a group of consumers, within abrader market, that has similar characteristics and needs. Segments can be identified by examining demographic Psychographic, and behavioral differences.In the shaving cream market there exist different categories of customers who have different needs and are willing to pay different amount for the product that meets their demand. Introduction of shaving cream would help AYRULITTE identify the needs of the customers and take advantage of the segment which has not yet been targeted by the company. Price sensitivity, importance of attributes, point of purchase decision makers and customers influenced by additional features are the factors on which we will segment the shaving cream market.Market segmentation according to geographical realms. The population of the country is segmented into three parts which are urban, sub urban and rural area consumers.The company further differentiate the geographical seg ments according to Socio Economic Cluster (SEC) i.e. education and Income.Targeting-Targeting means to which segment we are targeting means in segmentation we are divide market into different categories out of these to segment this shaving cream focus. The target market has been identified as the customers who are concerned about the attributes of the shaving cream but are not willing to shift from the current price band to a higher price bandAs we be urban and sub urban snapper class and rural poor people are the largest part of Indian population. Acc. To a research in India reveals that urban rich people are more likely to buy imported and expensive products. Moreover rural poor people tend to buy rubbishy products even without evaluating its quality. However urban and sub urban upper middle and middle class people tend to buy affordable and quality products.AYRULITTE shaving cream is not a highly expensive but an affordable product. That is why the company targets urban and su b urban upper middle and middle class people who are the second highest population of segment of the country.Positioning-Positioning refers to how customers think about proposed and/or present brands in a market. In which we analysis how customers thinks about offerings in the market.As we are new entrant in this sector there is intense competition provide by competitors so For creating good position in the buyers mind through better product attributes, price and quality, offering the product in a different way than the competitors do. The company offers improved quality of products in the industry at an affordable price with high branding, which ultimately helps to position the product in the buyers mind as the ruff quality shaving creams.A great positioning strategy adapted by AYRULITTE shaving cream reference to its packaging, fragrances and product designing.For men having AYRULITTE image.Mainly focus on youth.In saloons hairdressersSo we can say that positioning means creati ng image in the mind of the customer. Thats why at first we analysis the market and after that apply positioning strategy.As shown below firstly we have to prepare Marketing plan and set marketing objective and strategies. The IMC model consists with marketing Mix elements communication mix elements.MARKETING MIX-As shown above in IMC model integrated marketing consists with the 4 marketing mix elements which are also known as 4ps of marketing these are shown below.ProductPricePlacePromotionPRODUCT -Involve various products in which company deals AYRULITTE has a range of shaving products for different types of skins and user requirements. AYRULITTE is manufactured by imported raw materials like sodium soap, glycerol and different extracts according to flavors. Taking into calculate the convenience of its customers, the company manufactures all flavors of shaving cream in three different sizes, 40gm, 80gm and 120gm.PRODUCT RANGE-Shaving creamShave gelfoamAfter shavecooling gelAfter -shave balm splashPrice -Price is main thing which we have to decide to for tapping our customer we have affordable pricing strategy at which every segment of the population by it. Prices of the products are set according to the competitors.AYRULITTE has 6 product variants of shaving gel/foam for the Indian market.PLACE Place refers to the distribution network from where customers buy these products. The distribution network of AYRULITTE is very robust. The distribution network is a combination of own network and that of a franchisee from the customers buy the products. The distribution network follows a hub .The hubs are the 20 cities. These cities are managed by the exclusive distributors in those cities. Every city has only one franchisee distributor. Each franchisee distributor has his own set of employees working for him. The distributor also manages his own fleet costs to supply to the retailers.DistributionDistribution cyberspace-PROMOTION-As we know promotion is the main p art for the success of any company so I am mainly focus on this part AYRULITTE has extensive promotion campaign for the Indian market.Promotion may be defined as the co-ordination of all seller initiated efforts to set up convey of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting helping in a marketing mix. Promotion decision must be integrated and co-ordinate with the rest of the marketing mix, particularly product/brand decisions, so that it mayEffectively support an entire marketing mix strategy. The promotion mix consists of four basic elements. They are-AdvertisingPersonal SellingSales Promotion, andPublicityAdvertising is the paid form of promotion Advertisement is a mass communicating of informationNewspapers and magazines.On radio and television broadcastsDirect spotWeb site.By sponsorship.ADVERTISEMENT ON TV-The advertisement that I have chosen is AYRULITTE shaving cream It urges its customers to look thought the practical, easy and self-confident usage of product. The copy itself says the very imp moments .i.e. Marriage play imp role and anybody would want it to happen without any hassle.The usage of product which is hassle degage and very convenient conveyed thought this commercial very effectively with the help of little humor in to it.Any common man can identify connect himself with message and the way its been presented to him.Other strategiesPush ApproachWe would offer pack 5 razors with AYRULITTE Shaving Cream (Priced at Rs 50) weight 80gm. This strategy helps to take intention of the customer towards the products. And with help of this we will create brand image in the mind of the customers.Pull ApproachOur advertisement has to entice the target consumer the aim consumer who comes from the middle and lower middle class and gives importance to attributes but is also price sensitive. Our target consumer is widespread throughout the country- rural, urban. From over advertisement we show this will helps us to enhance awareness of over product through out the country.