Marketing Plan and Analysis of Shaving Cream

Marketing Plan and compend of Shaving unctionThe splinter skitterIntroduction -Shaving selection is a hacekstance that is apply to the face or wherever else hair grows, to provide lubrication and avoid razor burn during paring. Shaving thrash is often bought in a spray can, but can also be purchased in tubs or tubes. Shaving balm in a can is commonly dispensed as a spume or a gel. Creams that be in tubes or tubs are commonly used with a splinter brush to produce a produceive latherThe scramble itself commonly consists of a commixtureture of oil, soaps, surfactants, and peeing or alcohol, manufactured under carefully controlled conditions to ensure proper pH and consistency.Introduction to topic-In this term paper my topic is paring cream. In this I prepare the IMC plan for the groom cream and analysis diverse competitors and develop various strategies to labour this shuffling. Various clapperclaws taken by me to promote by overlap are shown below-Situation al analysis.Determine opportunity.Determining communication objectives.Decide ab discover budget. bugger off IMC strategies to promote my harvest-home.Vision of the companionshipThe comp anys vision is to build total brand value by innovating to turn in consumer value and guest relationship faster, break in and more effectively than its competitors. This vision statement has led to the maturement and introduction of various newer crops especi bothy in male division and adoption of a more customer oriented approach. Provide better musical n wizard products with affordable impairments.Basic strategies of AYRULITTE-Innovate.Heavy forwardings and advertising.Brand extensions.Launching advanced and well-made products.Events Sponsorship (cricket, soccer, tennis)IMC plan- (Integrated Marketing Communication)IMC has become a precise popular trend at render time. It is a management concept that brings together all the tools of marting communication to send consistent essence to target audience. Consumers wants and needs should be the main focus of the program.Steps comes under IMC planningSituational Analysis- in the first place launching our product we have need to collect some information near the current market situation means what trend is going on in the market and what is preference of the customers at set 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 physical composition for which the IMC plan is being created must be analyzed. 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 liberalization tr ade friendly policies and improvement in alkali have resulted in a steady inflow of global presentments into the Indian market which has again resulted in higher(prenominal) income levels referable to increased employment opportunities and sustained economic boom.Thus, it can be said that due to higher income elasticity of demand, demand for personal 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 determine and not quality (typically in awkward markets and smaller towns), consumers might not value the potential social welfare 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 competitive strategies .so major(ip) competitors in this sector are shown below.Competitors analysisCOLGATE PALMOLIVE Co lgate-Palmolive has three products in the shaving cream/gel/ spume instalment. Palmolive shaving creams are enriched with revitalizing sea minerals, this rich formula refreshes skin and protects against razor irritation.They are explicate with soo social occasion Aloe-Vera, this rich form bubbles is mild on skin and helps guard against irritation.One variant is a creamy formula featuring palm extract to hydrate and moisturize skin. This cream in a abundant thin tube is very easy to use. As you just put onto your face and use your pincer and it leave get all your stubbles of your face leaving it nice and smoothThe Price of each of these products is mentioned with size of it of the pack in the table belowGODREJ-Godrej is the domestic brand of shaving cream for Indian market. belatedly Godrej has invested heavily for the expansion in this market. They have bought a shaving cream manufacturing and selling company in South Africa and are looking forward to some other alliances fo r the presence in global market.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 satisfactory 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 list of galore(postnominal) consumers.Godrej is a domestic brand of shaving cream and now it is looking to expand in the global. auditory modality situationBefore launching any product we have analysis who are our customers and other factors homogeneous their income criteria as my product is my product is shaving cream. we are focusing on every class people, so, we will be providing services on the basis of their status. Each class people have their own route of living according to their income . so we will provide services according their income, taste, preference. point of intersection situat ion-Involves what is the quality of our product and product benefits to the customers, 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 design the out look(packing) of the product in this way customer attract towards it.This is clear from the AYRULITTE after shave packing devise ANALYSIS-StrengthBetter qualitySpecial formulationAffordable priceEffective promotion dodgingweaknessNew in market.Poor dissemination challenge.Mainly focused on youth. fortune-Large marketHigh growthConstant demandCan be produce various related product aftershaveThreatsTough competition from market leadersBargaining power of suppliersNew charmLarge number of subs titute products availableDetermine a problem or opportunity subsequently situational analysis next step is to identify the problem or opportunities concerning communicationsTo understand the buying function 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 representing image in the consumers straits?What is the effect of non-attribute factors on the purchasing last 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 selling objecti ves. As we are new entrant in the market there for my main communication objectives are shown below.To aware 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, news paper)Sales promotion.Budget analysis-The very important step for a company is to prepare a budget to estimate about their expenses and how much cost we are incur in which involves all the expenses on publicizing to promote the product. I have plan to invest Rs. 20cr. And its detail showed below.PromotionIMC strategies- afterwards deciding about Budget we have to plan how our message is demand to the target audience for that we have to follow certain things likeTarget audience means to whom this product is target for that foremost we have to analysis about Market naval division, Targeting, Positioning (STP)Segmentation-Market pieceation is the process of dividing a total market into market groups co nsisting of people who have relative similar product needs, there 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 areas. The universe of the country is segmented into three affairs which are urban, sub urban and rural area c onsumers.The company further differentiate the geographical segments 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 know urban and sub urban middle(a) class and rural wretched people are the largest variance 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 cheap products even without evaluating its quality. However urban and sub urban focal ratio middle and middle class people tend to buy affordable and quality products.AYRULITTE shaving cream is not a highly ex pensive but an affordable product. That is why the company targets urban and sub 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 hot competition provide by competitors so For creating life-threatening position in the buyers mind by means of better product attributes, price and quality, offering the product in a different way than the competitors do. The company offers modify 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 best quality shaving creams.A great positioning strategy adapted by AYRULITTE shaving cream reference to its packaging, fragrances and product designing.For men having AYRULITTE ima ge.Mainly focus on youth.In saloons hairdressersSo we can say that positioning means creating 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 mingle 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 campaign of shaving products for different types of skins and user requirements. AYRULITTE is manufactured by imported raw materials like sodium soap, glycerin and different extracts according to flavors. Taking into account the convenience of its customers, the company manufactures all flavors of shaving cream in three differe nt 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 cost to supply t o the retailers.DistributionDistribution Network-PROMOTION-As we know promotion is the main part 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 channels of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting component 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, and promotional materialAdvertising is the paid form of promotion Advertisement is a mass communicating of informationNewspapers and magazines.On radio and television broadcastsDirect mailWeb site.By sponsorship.ADV ERTISEMENT ON TV-The advertisement that I have chosen is AYRULITTE shaving cream It urges its customers to look thought the practical, easy and confident practice session 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 free and very convenient conveyed thought this commercial very effectively with the help of little humor in to it.Any common man can identify ascribe 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 aspiring consumer who comes from the middle and lower middle class and gives importance to attribu tes but is also price sensitive. Our target consumer is widespread end-to-end the country- rural, urban. From over advertisement we show this will helps us to enhance awareness of over product through out the country.