VENUS BLADES

FOR WOMEN
We are…………………

4. Nikhil Sheth
5. Ganesh Kumar
6. Dipayan Das

ITM BUSINESS SCHOOL, NAVI MUMBAI.

MUMBAI.

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 CONTENTS
1. About Venus blades
2. Segmentation of Market
a) Demographic, b) Psychographic c)
Buying behavior d) Benefits
3. Targeting
4. Brand Persona
5. Distribution Plan
6. Positioning Statement
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 About Venus Blades
 Market leader in a $12 billion global
market.
 Product of Gillette – a P & G co., which
entered
the market in 1975 with its ‘Daisy’
brand of
razors for women & then in 1991
launched
Sensor excel.
 March 2001, Venus blades for women
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launched.
 About Venus Blades
→ 3 brand variants to be launched in
Mumbai.

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 t

> Three Blades...Surrounded by Soft Protective Cushions.

> The cushions gently smooth out the skin so that the 3 blades
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 Venus shave.
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> Venus Shaving Compact package stores the razors and up to
 t

> 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
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irritate the skin. 6
 t

→ Smoothest legs ever - from a disposable.

→ Just one stroke a close shave and silky smooth skin.
→ 3 Blades - Surrounded by soft protective cushions. .
→ Moisture Strip with soothing botanicals.
→ Shapely handle enhances control.
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→ Convenient travel cap - Perfect for the user on the move.
 SEGMENTATION
DEMOGRAPHIC PSYCHOGRAPHIC

Age Self – concept

Income
Lifestyle
Education
Personality
Occupation
Value system
Sex
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 SEGMENTATION

BUYING BEHAVIOR BENEFITS

Basis of usage Quality

Intensity of usage
Comfort &
Awareness level convenience
Cost benefits relation

Loyalty
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 Venus’s multi-level segmentation
 Identified
target market
is:
Demographic
2. Affluent &
higher income 20%
women group.
&
37%
3. Middle class Buying
which includes behaviour
i. The new
age
working Psychograhic
women. & lifestyle
20%
ii. School &
college
going
teenagers
Buying
& benefits
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iii. Married
23%
women
 TARGETING

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 DEMOGRAPHIC

 AGE – 14 to 45

 SEX - Female

 Income/occupation/education

 A1,A2,B1,B2, &C
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OCCUPATION EDUCATION

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SOCIAL ECONOMICS CLASS
 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.

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 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%.

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 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%

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 PSYCHOGRAPHIC
1. Self concept : How she perceives
herself
(average house-wife or
trendy)?
3. Lifestyle : flamboyant or laidback
4. Personality : ambitious or
authoritarian
5. Value systems : Traditional & narrow
minded
(potential users in
India)
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 BUYING BENEFITS

• Quality level

• Service level

• Economy / cost

• Buying & using convenience

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 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
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 WHY ----- MUMBAI

 Tinsel town & business capital 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
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 BRAND PERSONA

 Health conscious

 Beauty conscious

 Trendy & an extrovert

 Yearning for an image makeover.

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 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

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 SHOT - ONE

 Three females from different walks of

life facing the same problem (excessive
body hair).

 Newly married
 businesswoman &
 college student

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 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……….

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 Cont.
 Businesswoman---- she refuses to
attend parties or social gatherings for
the same reason

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 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’.

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 All three come to know about Venus
Blades through their friends,
colleagues, well wishers & even
relatives.

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 DISTRIBUTION PLAN
 Beauty parlors

 Shopping malls (Departmental stores)

 Chemist shops

 General stores

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 POSITIONING STATEMENT

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