Brand launch presentation of Safa Shaving Foam, a men's personal care brand. Course: Brand Management Group members: Obaid, Hussain, Vishal.

1. Safa Shaving Foam
• M. Farzan Sheikh
• Vishal Kella
• Hussain Mehmood
• S. M. Obaidullah

2. The Product
• Shaving foam
• Formulated for the local skin type
• Three SKUs at launch (60ml, 200ml, 418ml)
• One variant at launch

3. Competitors
• Gillette
• Touchme
• Nivea
• Admiral

4. Vision
• To establish Safa as the go to brand for the indigenous skin types, targeting
men aged 18-35 from SEC B. It won’t be just a personal care item, but a
brand to help men groom in every aspect of their life. Never again should a
man feel unconfident and denied from actualizing his full potential because
of appearance .The brand will help us fuel the entire earnings for the
company for the first two years as it is the company’s sole product.

5. Value:
Confidence
Assuredness
Functional Benefits:
Convenience and
caters to local skin.
Attributes:
Economically priced, fragrant
BrandValue Pyramid

6. Brand
Association
• Cleanliness
• Practicality
• Ease of Use
Brand
Persona
• Everyday man who is confident and
well groomed

7. Brand Contract
• The shaving foam will ensure that the user will stay fresh and promises him
the possibility of confident expression in his personal and professional life.
Our shaving foam would be a time saver due to its ease of use.

8. Brand Based Customer Model
• SEC B purchases are traditionally based on price and familiarity
• Disrupt this by moving to a model of quality and convenience
• Pricing is premium to shaving cream but competitive to shaving foams

10. Gillete
Nivea
Touchme
Safa
HighPrice
Low Quality
HighPrice
Low Quality
High Quality
LowPrice
Perceptual Map
Positioning

11. Survey
5
17
3
How many times do you shave?
Once
Twice
Daily
12
10
Do you shave yourself or get it
done from barber?
Yourself
Barber
10
5
10
Which shaving cream or foam
you or your barber uses?
Touch me
Other
Don't know

12. Communication
• TV campaign during prime time
• Radio
• BTL
• Pop-up barbers
• At shopping malls frequented by our target audience
• Office plazas

13. Communication Message
• Create awareness in the first 18 months.
• Focusing on ease of use and suitability to indigenous skin type
• Eventually, encourage people to shave more to keep up their appearance
• Clear the misconception that shaving foam is used up more rapidly than
shaving creams.

14. Conversion Market
• Conversion from cream to foam
• Conversion from barber to self-shaving
• Conversion to upper tier products

15. Distribution
• Possible pressure from Gillette.
• Counter by offering above average trade discounts
• Selling directly to the barbers
• Barber size: 10+ seats
• Incentivize by offering them benefits such as panaflex boards for their
shops

16. Pricing
Name Variant Price Quantity Price/Quantity
Admiral Lather Vitamin E, AloeVera 55 90 0.61
TouchMe Exotic Scent 55 100 0.55
Nivea Sensation 180 100 1.80
Gillette Foamy 130 56 2.32
Supermax
Sensitive (Cucumber,
chamomile, almond oil) 225 250 0.90
Safa Small SKU 75 60 1.25
Gillette Foamy 310 418 0.74
Safa Value Large 250 416 0.60
Gillette Gel: Sensitive 295 200 1.48
Gillette Gel: Sensitive Skin, AloeV. 165 75 2.20
Nivea Gel: Sensation 395 200 1.98
Safa Foam 180 200 0.90

17. Purchase Criterion
Decision Matrix
Purchase Criteria Weight Gillette Nivea Touchme Admiral Safa
/10 /10 /10 /10 /10
Easy of Use 1.5 8 12 8 12 3 4.5 3 4.5 8 12
Smoothness 1.5 9 13.5 7 10.5 4 6 5 7.5 6 9
Skincare 1.25 7 8.75 9 11.25 4 5 5 6.25 7 8.75
Affordability 3.5 3 10.5 2 7 8 28 8 28 6 21
Availability 2.25 4 9 3 6.75 9 20.25 7 15.75 6 13.5
10 53.75 47.5 63.75 62 64.25

18. Extension
• After 2 year: After Shave & face wash
• Within 4 years: Deodorants & other personal care items

19. Measuring ROBI
• 40% BrandAwareness
• 20% top of mind recall
• Capture 12% market share
• We will use 4 metrics:
• Brand awareness
• Brand image recognition
• Brand Customer Acquisition
• Return on advertising