VENUS BLADES FOR WOMEN

We are…………………
4. 5. 6.

Nikhil Sheth Ganesh Kumar Dipayan Das

ITM BUSINESS SCHOOL, NAVI MUMBAI. MUMBAI.
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CONTENTS
1.

2. a) 3. 4. 5. 6.

About Venus blades Segmentation of Market Demographic, b) Psychographic c) Buying behavior d) Benefits Targeting Brand Persona Distribution Plan Positioning Statement
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About Venus Blades
 

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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 launched.
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About Venus Blades
→ 3 brand variants to be launched in Mumbai.

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4

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-toshave 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 11/11/2006 6 irritate the skin.

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. → Convenient travel cap - Perfect for the user on the move.
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SEGMENTATION
DEMOGRAPHIC Age Income Education Occupation Sex
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PSYCHOGRAPHIC Self – concept Lifestyle Personality Value system
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SEGMENTATION
BUYING BEHAVIOR Basis of usage Intensity of usage Awareness level Loyalty
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BENEFITS Quality Comfort & convenience Cost benefits relation

Venus’s multi-level segmentation
 Identified target market is:

2. Affluent & higher income women group. & 3. Middle class which includes i. The new age working women. ii. School & college going teenagers &
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Demographic
20% 37%

Buying behaviour Psychograhic & lifestyle Buying benefits
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20%

iii. Married women

23%

TARGETING

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DEMOGRAPHIC
 AGE  SEX

– 14 to 45 - Female

 Income/occupation/education  A1,A2,B1,B2,
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&C
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EDUCATION

OCCUPATION
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SOCIAL ECONOMICS CLASS

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SEC A1 & A2
 25%

of total population ( A & B).  50% are in executive position.  50% are businessmen/industries shop owners.  All most all of them are graduates post graduates.

or or

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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.

3. 4. 5.

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Self concept : How she perceives herself (average house-wife or trendy)? Lifestyle : flamboyant or laidback Personality : ambitious or authoritarian 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  Beauty  Trendy

conscious conscious & an extrovert for an image makeover.
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 Yearning
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ADVERTISEMENT
1. 2. 3. 4. 5.

Television (66% of 15+ adults watch T.V seven day a week). On weekend 2.30 hours an average Outdoor hoardings Print Media 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 malls (Departmental stores)

 Shopping  Chemist  General
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shops stores
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POSITIONING STATEMENT

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