1. SHAVING CREAMS
CASE STUDY PROJECT:
BY
DHIRAJ AGARWAL & SUBHANIL BHADRA

2. Shaving cream industries
“situation analysis”
• Almost every male per 1000 female use
shaving cream daily
• Use of shaving cream and gel in India has
increase from the last 3 decades
• Net sales increased from Rs 107 cr in 1997 to
Rs 477 cr in 2000 representing a growth rate
(CAGR) of 45 %.
• CAGR for net profits over the same period was
over 50%.

3. Shaving cream industries
“situation analysis
• Almost 70% of the shaving creams and its
products industry is control by Gillette.
• Penetration in the urban sector is of the
order of 65%.
• Penetration in the rural sector is only
about 5%.

4. • Shaving gel/foam is more commoditized
in India and that 81% of the Indian
consumers use cream not gel or foams.

5. Gillette’s range of shaving gels and
foams
The customer value hierarchy shows us clearly
that Gillette has no product in the basic or
core category which is dominated by the
creams. This segment accounts for more than
half the entire market.

6. Following are the variants in the
product width:
S. FOAM GEL
NO
1 Foam Conditioning Gel
Moisturizing
2 Foam Deep cleansing Gel Sensitive
Skin
3 Foam Pure and Sensitive Gel Ultra
Comfort
4 Foam Moisturizer
5 Foam Lemon
6 Foam Sensitive skin

7. SHAVING CREAMS
FOAM VARIANTS QUANTITY (ml) PRICE (Rs) UNIT PRICE(Rs)
Conditioning 250 210 0.84
Deep cleansing 250 210 0.84
Pure & Sensitive 250 210 0.84
Moisturizer 200 120 0.6
Sensitive skin 200 120 0.6
Lemon 200 120 0.6
---------------------------------------------------------------------------------------------
GELS QUANTITY (GMS) PRICE(Rs) UNIT PRICE(Rs)
Moisturizing 60+20 53 0.66
sensitive skin 60+ 20 53 0.66
ultra comfort 60+20 53 0.66

8. COMPETITOR ANALYSIS
Colgate- Palmolive
Colgate-Palmolive’s Shaving Cream/Gel/Foam:
S.NO PRODUCT WEIGHT(GMS PRICE(RS) UNIT
) PRICE(RS)
1 PALMOLIVE LIME 70 37 0.52
2 PALOMOLIVE 70 39 0.56
MOISTURIZER
3 PALMOLIVE DELUX 70 39 0.56

9. Proctor & Gamble
Proctor & Gamble’s Shaving
Cream/Gel/Foam:
S. PRODUCT QUANTITY PRICE(RS) UNIT
NO (GMS) PRICE (RS)
1 Old Spice Foam 200ML 110 0.55
2 Old Spice Gel 60 GM 50 0.83
3 Old Spice Cream 70GM 45 0.64

10. HUL
HUL’s Shaving Cream/Gel/Foam:
S. PRODUCT WEIGHT PRICE UNIT
NO 9(GMS) (RS) PRICE(RS)
1 AXE SHAVING 70 45 0.64
CREAM
2 DENIM 70 43 0.61
XCLUSIVE

11. Godrej
Godrej is priced quite below (44%) below the
competitors products of same quantity:
S. NO PRODUCT QUANTITY PRICE(RS) UNIT
(GMS) PRICE(RS)
1 GODREJ 100GMS 25 0.25
SHAVING
CREAM
2 GODREJ 70 GMS 25 0.35
PREMIUM
SHAVING
CREAM

12. FA
Fa has two shaving cream products in the
market.
S.NO PRODUCT QUANTITY PRICE (RS) UNIT
PRICE(RS)
1 FA OCEANIC 70+21 40 0.43
2 FA DYNAMIC 70+21 40 0.43

13. Other Brands!
S.NO MARKETED BY PRODUCT QUANTITY PRICE(RS) UNIT
PRICE(RS)
1 PERSONA BLUE 70 GM 40 0.57
COSMETICS STRATOS
PVT LTD.
2 JK HELENE PARK 105 GM 49 0.46
CURTIS LTD. AVENUE
CLASSIC
3 RECKITT DETTOL 98 GM 42 0.42
BENKISER LTD
4 MARK VIKRAM 99LATHER 125 GM 24 0.19
SHAVING
5 HINDUSTAN COSMO 125 GM 24 0.19
RIMMER PLUS
6 WIPRO ROMNIO 175 GM 210 1.2
7 UNITED DENIM 195GM 290 1.48
DISTRIBUTER
INC

14. SHAVING CREAMS!!

15. FA

18. THANK YOU
F1/FW 2010-13
DHIRAJ AND SUBHANIL BHADRA