11/11/200611/11/2006 11

VENUS BLADES VENUS BLADES FOR WOMENFOR WOMEN

We are…………………We are…………………

1.1. Nikhil ShethNikhil Sheth

2.2. Ganesh KumarGanesh Kumar

3.3. Dipayan DasDipayan Das

ITM BUSINESS SCHOOL, NAVI MUMBAIITM BUSINESS SCHOOL, NAVI MUMBAI..

11/11/200611/11/2006 22

CONTENTSCONTENTS

1.1. About Venus bladesAbout Venus blades

2. Segmentation of Market2. Segmentation of Market

a) Demographic, b) Psychographic c) a) Demographic, b) Psychographic c) Buying behavior d) BenefitsBuying behavior d) Benefits

3. Targeting3. Targeting

4. Brand Persona4. Brand Persona

5. Distribution Plan5. Distribution Plan

6. Positioning Statement6. Positioning Statement

11/11/200611/11/2006 33

About Venus BladesAbout Venus Blades Market leader in a $12 billion global market.Market leader in a $12 billion global market. Product of Gillette – a P & G co., which entered Product of Gillette – a P & G co., which entered

the market in 1975 with its ‘Daisy’ brand of the market in 1975 with its ‘Daisy’ brand of

razors for women & then in 1991 launched razors for women & then in 1991 launched

Sensor excel.Sensor excel. March 2001, Venus blades for women launched.March 2001, Venus blades for women launched. Venus has been a worldwide trend setter, Venus has been a worldwide trend setter,

innovator & leader constantly changing the innovator & leader constantly changing the

rules of the industry.rules of the industry.

11/11/2006 4

About Venus Blades→ 3 brand variants to be launched in

Mumbai.

11/11/2006 5

About

> 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.

> Venus Shaving Compact package stores the razors and up to four sealed

ShowerSafe® blade refills together in the shower, where the user needs them

the most.

11/11/2006 6

About

> 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 irritate the skin.

> Shaving compact stores the Venus razor and its ShowerSafe Refills together in

the shower.

11/11/2006 7

About

→ 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.

11/11/200611/11/2006 88

SEGMENTATIONSEGMENTATION

PSYCHOGRAPHICPSYCHOGRAPHIC

Self – conceptSelf – concept

LifestyleLifestyle

PersonalityPersonality

Value systemValue system

DEMOGRAPHICDEMOGRAPHIC

AgeAge

IncomeIncome

EducationEducation

OccupationOccupation

SexSex

11/11/200611/11/2006 99

SEGMENTATIONSEGMENTATION

BUYING BEHAVIORBUYING BEHAVIOR

Basis of usageBasis of usage

Intensity of usageIntensity of usage

Awareness levelAwareness level

LoyaltyLoyalty

BENEFITSBENEFITS

QualityQuality

Comfort & Comfort & convenienceconvenience

Cost benefits relationCost benefits relation

11/11/200611/11/2006 1010

Venus’s multi-level segmentationVenus’s multi-level segmentation

37%

23%

20%

20%

Demographic

Buyingbehaviour

Psychograhic& lifestyle

Buyingbenefits

Identified target market is:

1. Affluent & higher income women group. &

2. Middle class which includes

i. The new age working women.

ii. School & college going teenagers &

iii. Married women

11/11/200611/11/2006 1111

TARGETINGTARGETING

11/11/200611/11/2006 1212

DEMOGRAPHICDEMOGRAPHIC

AGE – 14 to 45AGE – 14 to 45

SEX - FemaleSEX - Female

Income/occupation/educationIncome/occupation/education

A1,A2,B1,B2, & CA1,A2,B1,B2, & C

11/11/200611/11/2006 1313

EDUCATIONO

CC

UP

AT

ION

SOCIAL ECONOMICS CLASS

11/11/200611/11/2006 1414

SEC A1 & A2SEC A1 & A2

25% of total population ( A & B).25% of total population ( A & B).50% are in executive position.50% are in executive position.50% are businessmen/industries or 50% are businessmen/industries or

shop owners.shop owners.All most all of them are graduates or All most all of them are graduates or

post graduates.post graduates.

11/11/200611/11/2006 1515

SEC B1 & B2SEC B1 & B2

Employed at clerical or supervisory Employed at clerical or supervisory level (46%).level (46%).

Shopkeepers are 29%.Shopkeepers are 29%.Businessmen / industrialists 10%.Businessmen / industrialists 10%.Graduates or post graduates 45%.Graduates or post graduates 45%.Education till 10Education till 10thth or 12 or 12thth 38%. 38%.College education 13%.College education 13%.

11/11/200611/11/2006 1616

SEC CSEC C

21% of total population21% of total population Employed at supervisory or clerical level Employed at supervisory or clerical level

37%37% Skilled workers 33%Skilled workers 33% Petty traders 12%Petty traders 12% Shop owners 18%Shop owners 18% Educated till 10Educated till 10thth or 12 or 12thth 75% 75% Educated till max. 9Educated till max. 9thth 25% 25%

11/11/200611/11/2006 1717

PSYCHOGRAPHICPSYCHOGRAPHIC1.1. Self concept : How she perceives herself Self concept : How she perceives herself

(average house-wife or (average house-wife or

trendy)?trendy)?2.2. Lifestyle : flamboyant or laidbackLifestyle : flamboyant or laidback3.3. Personality : ambitious or authoritarianPersonality : ambitious or authoritarian4.4. Value systems : Traditional & narrow minded Value systems : Traditional & narrow minded (potential users in India)(potential users in India) Modern & broad mindedModern & broad minded5.5. Attitude towards the product : Enthusiastic, Attitude towards the product : Enthusiastic,

positive or indifferent.positive or indifferent.

11/11/200611/11/2006 1818

BUYING BENEFITSBUYING BENEFITS

• Quality levelQuality level

• Service levelService level

• Economy / costEconomy / cost

• Buying & using convenienceBuying & using convenience

11/11/200611/11/2006 1919

BUYING BEHAVIORBUYING BEHAVIOR

• Regular or special occasion userRegular or special occasion user

• Light, medium or heavy userLight, medium or heavy user

• Readiness stage : Unaware, aware, Readiness stage : Unaware, aware, informed, interested, desirous & intending to informed, interested, desirous & intending to buy.buy.

• Loyalty status : None, medium, strong or Loyalty status : None, medium, strong or absoluteabsolute

11/11/200611/11/2006 2020

WHY ----- WHY ----- MUMBAIMUMBAI

Tinsel town & business capital of IndiaTinsel town & business capital of IndiaLiving standards of the people quite Living standards of the people quite

highhighPotential market (Population, Potential market (Population,

education etc) education etc) Disposal income is quite high Disposal income is quite high

compared to other citiescompared to other cities% of earning women are more % of earning women are more

11/11/200611/11/2006 2121

BRAND PERSONABRAND PERSONA

Health consciousHealth conscious

Beauty consciousBeauty conscious

Trendy & an extrovertTrendy & an extrovert

Yearning for an image makeover.Yearning for an image makeover.

11/11/200611/11/2006 2222

ADVERTISEMENTADVERTISEMENT

1.1. Television (66% of 15+ adults watch Television (66% of 15+ adults watch T.V seven day a week).T.V seven day a week).

2.2. On weekend 2.30 hours an averageOn weekend 2.30 hours an average

3.3. Outdoor hoardingsOutdoor hoardings

4.4. Print MediaPrint Media

5.5. FM Radio channelsFM Radio channels

11/11/200611/11/2006 2323

SHOT - ONESHOT - ONE

Three females from different walks of Three females from different walks of life facing the same problem life facing the same problem (excessive body hair).(excessive body hair).

Newly marriedNewly married businesswoman & businesswoman & college studentcollege student

11/11/200611/11/2006 2424

Cont.Cont.

Newly married woman ---- she Newly married woman ---- she always finds some or the other always finds some or the other excuses for not going out specially excuses for not going out specially in family gatherings & social events in family gatherings & social events as her hands & legs look clumsy as her hands & legs look clumsy with excessive hair……….with excessive hair……….

11/11/200611/11/2006 2525

Cont.Cont.

Businesswoman---- she refuses to Businesswoman---- she refuses to attend parties or social gatherings attend parties or social gatherings for the same reasonfor the same reason

11/11/200611/11/2006 2626

ContCont..

College student---- she has a passion to College student---- she has a passion to participate in the college activities & participate in the college activities & daily happenings with her friends & daily happenings with her friends & boyfriends but is not able to do so as boyfriends but is not able to do so as her hands & legs sport a ‘hairy look’.her hands & legs sport a ‘hairy look’.

11/11/200611/11/2006 2727

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

11/11/200611/11/2006 2828

DISTRIBUTION PLANDISTRIBUTION PLAN

Beauty parlorsBeauty parlors

Shopping malls (Departmental stores)Shopping malls (Departmental stores)

Chemist shopsChemist shops

General storesGeneral stores

11/11/200611/11/2006 2929

POSITIONING STATEMENTPOSITIONING STATEMENT

11/11/200611/11/2006 3030