ShaveCode is an innovative shaving brand with high brand reputation. Inside brand development strategy for future diversification or line extension to reach our goal as ultimate male brand cover all personal care categories for loyal consumer in three phases during the next three years.

1. ShaveCode, BDP
Brand Development Plan
ShaveCode @Pyramids marketing 1

2. Agenda
Situation Analysis
Profile and market Segment
BDP Market extension
Brand extension
– Phase 1: Ultimate shaving Brand
– Phase 2: Shaving total solution
– Phase 3: The Sponsor of man
Summary
Action Plan
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ShaveCode @Pyramids marketing

3. Market Share
Situation Analysis
ShaveCode
ShaveCode is an innovative shaving brand. 9%
With about 9% market share with it is
master variants.
High image brand with well-known perception
as high quality product succeed to win
loyal customers as it is easy to use
shaving gel with economic price. Shaveing
market
91%
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4. With 80% availability, ShaveCode becomes a
competitive brand ready for product development
and more market penetration.
Expected market growth especially after new
competition entry, increase the market size affect our
market share, there for our profitability.
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5. Profile and Market Segment
ShaveCode mainly target adult men, Age Group 18-45 year old. A-B class,
practical people and ready to change and trying new thing character mainly
educational culture.
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6. Ranking of shaving brand in Egyptian market as below
Based on Brand image
Man-Look
Gilette Gel
Nevia Gel ShaveCode Nevia Cream Cream and Other creams
and foam
Gel
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7. Egyptian culture pushed to try shaving gel by many brands, this activity will
motivate more consumer to try shaving gel that increase market size and
turn over on the shelf and observe its advantage over creams and foam
Man-Look
Gilette Gel Nevia Gel ShaveCode
Gel
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8. Market Extension
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9. In this phase we need to reach:
Deod, Roll-on & Stick
Showering product
Deodorants-Spray
Aftershave Splash
Aftershave Balm
After shave Gel
Shaving Cream
Shaving Foam
Shaving Gel
Hair Styling
Body Care
Razors
Gillette ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Neiva Men ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Lord ⃝ ⃝
King Of shave ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
AXE ⃝ ⃝ ⃝ ⃝ ⃝
Enliven ⃝ ⃝ ⃝ ⃝ ⃝ ⃝
Schick ⃝ ⃝
Man-Look ⃝ ⃝ ⃝ ⃝
Henkel (FA) ⃝ ⃝ ⃝ ⃝
BiC ⃝ ⃝
Others ⃝
ShaveCode ⃝ ⃝ ⃝ 9
ShaveCode @Pyramids marketing

10. NOTE THAT
• Gillette shaving cream: not a normal cream, but foaming gel in tube like
cream, positioned as a moisturize foaming shaving gel.
• Lord and Schick mainly razor brand, but enter shaving product to complete
its portfolio
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11. ShaveCode should start with Horizontal diversification to cover maximum
product lines and ranges.
ShaveCode extension can be applied in three strategic phases in sequence
Year 2012:
Year 2013: Year 2014:
Ultimate shaving
Shaving total solution The Sponsor of man
Brand
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12. Brand extension:
ShaveCode Brand extension aim to increase market size and profitability taking
advantage of brand credibility and perception.
ShaveCode
Shaving Razor Aftershave Shower Gel Deodorants
Shaving non-foaming Gel Economic Gel Rollon
Moisturizing Foaming gel Premium Balm Spray
Advanced line Splash
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13. Phase 1
Year 2012# Ultimate shaving Brand
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14. ShaveCode
Razors
In this phase we need to reach:
⃝ Shaving Cream
Shaving Foam
⃝
Shaving Gel
⃝
Aftershave Balm
⃝
After shave Gel
⃝
Aftershave Splash
Showering product
Body Care
Deodorants-Spray
Deod, Roll-on & Stick
ShaveCode @Pyramids marketing
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15. 1. Aftershave Splash:
**In Process**
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16. 1. Aftershave Splash: **In Process**
After shave Splash market is large enough for market entry especially as
economic shaving specialized as current brands situation as below:
Gillette: Fa:
very high quality but premium economic brand but not male
brand, mainly target A class specialized brand.
Others: we can find several
• With two variants in two SKU’s • Several variant but two SKU’s, Glass other brands but all imported
(100ml & 50ml glass bottle) bottle with and without atomizer, size
100ml (premium). AND 200ml bottle and slightly expensive brand.
with atomizer
• Big bottle heavily consumed in
barbers and for multiple usage.
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17. To enter Splash market with economic and sufficient way we will work on two variant
only with SKU’s as below:
Splash
100ml plastic bottle 200ml Glass bottle with
Splash plastic atomizer
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18. 200ml Splash bottle with atomizer supports
below factors:
 Match culture habits using splash with
atomizer
 Cost advantage over competitors
 Large volume market share
 Barber market penetration
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19. Product Specification:
Splash
Plastic bottle
Glass bottle
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20. ShaveCode Splash - Stander Item Specification
Size 100ml
Pack plastic Pack
Form Transparent liquid cologne
Color-cap Dark Sliver
Color-bottle Semi-transparent black
Sticker Laminated sticker paper
Variants 1. Hot Spice – Hot red
2. Ice Cold – Sky Blue
MOH registration Done
Ingredients With manufacturing
expected QTY 30,000
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21. ShaveCode Splash – economic Item Specification
Size 200ml
Pack Glass/plastic Pack with
atomizer
Form Transparent liquid cologne
Color-atomizer white
Color-bottle Transparent
Sticker Transparent sticker paper
Variants 1. Hot Spice – Hot red
2. Ice Cold – Sky Blue
MOH registration Done
Ingredients With manufacturing
expected QTY 30,000
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ShaveCode @Pyramids marketing

22. 2. ShaveCode Advanced Line
Extra Sensitive line
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23. 1. ShaveCode Advanced Line:
Advanced line target A-Class in more medicated way. The most desired concept
between in shaving market is “Sensitive skin”.
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24. Total line contains:
1. Shaving Gel: in transparent cylinder with particles “increase added value concept”
and special cap
2. Aftershave Balm: in semi-transparent cylinder and the same cap.
3. Aftershave Splash: glass bottle with atomizer, in carton pack.
Advanced Advanced Aftershave
Gel Balm Splash
120ml 100ml 200ml
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25. Pricing Strategy:
Advanced line will be slightly premium over classic ShaveCode line. But not match
global brand to balance brand image markup.
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26. Product Specification:
Extra sensitive line
Cylinder shaving gel
Cylinder after shave Blam
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27. ShaveCode Shaving advanced Item Specification
Size 120ml
Pack plastic Pack with special cap
Form Transparent gel +granules
Color-cap Gray
Color-bottle Transparent
Sticker Transparent sticker
Variants Extra-Sensitive
MOH registration In process
Ingredients With manufacturing
expected QTY 30,000
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28. ShaveCode after shave balm advanced Item Specification
Size 100ml
Pack plastic Pack with special cap
Form White balm
Color-cap Gray
Color-bottle Off white
Sticker Transparent sticker
Variants Extra-Sensitive
MOH registration In process
Ingredients With manufacturing
expected QTY 30,000
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ShaveCode @Pyramids marketing

29. 2. Foaming shaving cream/Gel:
Moisturizing gel
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30. 30
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31. ** ShaveCode User will never shift to foaming product, as they see the advantage of
shaving gel. As shaving product experience ranked as below:
shaving gel Shaving Foam Shaving Cream
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32. Our consumer will not go back to foaming product after using gel, but cream lovers
can shift from cream to foaming gel easily as it gives them the same shaving
experience.
Shaving Moisturizing Shaving
shaving gel gel
Foam Cream
Our new moisturizing foaming shaving gel will be
placed between shaving gel and foaming
products.
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33. Factors supported by this diversification:
 70% market size in shaving cream, we are targeting the big pie.
 Product differentiation will match ShaveCode innovation concept.
 Easley penetrate barbers market.
Foaming products market entry will be with one SKU: 75gm as a start, recommend
not introducing bigger size till reach maximum market saturation.
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34. ShaveCode Foaming shaving gel Item Specification
Size 75ml
Pack Laminated tube
Form Blue Transparent gel
Color-cap Dark Sliver
Color-tube Laminated
Variants Moisturizing Foaming gel
Sensitive Foaming Gel
MOH registration -
Ingredients -
expected QTY 30,000
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ShaveCode @Pyramids marketing

35. Line Variants Sizes Form
Shaving Gel Extra Cooling For normal Skin 80ml&150m Tubes
l
Sensitive for sensitive skin 80ml&150m Tubes
l
Aftershave Balm 100ml Plastic bottle
In The End Gel
Splash
100ml
100ml
Plastic bottle
Plastic bottle
Of 2012
200ml Glass bottle
Advanced Extra Shaving Gel 120ml Cylinder
Sensitive line
Aftershave Balm 100ml Cylinder
After shave Splash 200ml Cylinder
Moisturizing Shaving gel 75ml Tube
foaming Gel
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36. Phase 2
Year 2013# Shaving total solution
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37. After reaching ultimate shaving brand, we will be in middle of two directions:
ShaveCode, ShaveCode,
The Brand for men: The Total shaving Solution
• By diversification in personal care product By entering the Razor market as a normal
“Shower Gel and shampoo” or deodorant shaving diversification.
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ShaveCode @Pyramids marketing

38. After reaching ultimate shaving brand, we will be in middle of two directions:
ShaveCode, ShaveCode,
The Brand for men: The Total shaving Solution
• By diversification in personal care product By entering the Razor market as a normal
“Shower Gel and shampoo” or deodorant shaving diversification.
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ShaveCode @Pyramids marketing

39. Enter this big market segment will be too big and too hard, but essential
for brand image as it will be the natural growth process.
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40. Gillette: as a premium brand Lord: economic brand but
with big market share. low image, mainly target B,
Mainly target A-class with C-classes. Low quality brand
premium pricing strategy. and image make it hard for
• Sister company “NASCAR” to target them to target A-Class with
B, C-class. With economic prices. the same brand name.
BiC: week brand in Egypt
with premium pricing
Schick: high quality brand
strategy. Makes it hard to
with low availability, with
grow and hopping for
good pricing strategy.
market size to growth to
increase value share.
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ShaveCode @Pyramids marketing

41. ShaveCode
⃝
Razors
In this phase we need to reach:
⃝ Shaving Cream
Shaving Foam
⃝
Shaving Gel
⃝
Aftershave Balm
⃝
After shave Gel
⃝
Aftershave Splash
Showering product
Body Care
Deodorants-Spray
Deod, Roll-on & Stick
ShaveCode @Pyramids marketing
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42. In This Phase, we are in special situation ,, Special recommendation
**Brand Development strategy**
OR
Brand diversification: Co-Branding :
• By out-sourcing manufacturing in china or • Order special edition from current brand and
Shanghai under our brand name. It is all sponsor it with ShaveCode.
about right selection and great costing plan. • Recommend Schick, as small brand with high
quality product.
• Co-Branding increase brand image if we did it
with high brand image brand.
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ShaveCode @Pyramids marketing

43. Marketing Strategy:
To ensure succeed in this project, we need to follow process below:
1. 1st pilot order to be as promotional too with ShaveCode products.
Phase two: as a joint promotion with
Phaze One: Free of charge with big
high discount on booth (Razor and
SKU’s.
shaving gel)
2. 2nd order: continue as joint promotion add new SKU that contain razor and shaving
product together.
3. Separate categories
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44. SKU’s recommended to be King of Shave imitation not Gillette or Lord Brand:
ShaveCode
Razor
Disposable two Disposable four
Premium razor.
blades razor blades razor
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ShaveCode @Pyramids marketing

45. New SKU’s: “you need nothing else” , Permanent offers for trade promotion
a.ShaveCode Gel 150ml tube + Razor in carton pack
b.ShaveCode gel sachet + Razor with discount in flow rap.
c. Shaving gel + aftershave balm + razor in flow rap.
This new SKU’s will create new market and elevate competition with Gillette and lord.
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46. Phase 3
Year 2014# The Sponsor of man
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47. In this phase we need to reach maximum product diversification to satisfy loyal
customers with all personal care products they need.
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48. ShaveCode
⃝
Razors
⃝
Shaving Cream
In this phase we need to reach:
Shaving Foam
⃝
Shaving Gel
⃝
Aftershave Balm
⃝
After shave Gel
⃝
Aftershave Splash
⃝
Showering product
Body Care
⃝
Deodorants-Spray
⃝
Deod, Roll-on & Stick
⃝
Hair Styling
ShaveCode @Pyramids marketing
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49. In this phase is complementary phase, as all extensions will be in non-shave
products. Recommended to be supported by other brands. We expect low
market share as all products will be under unspecific brand with different
position. The product will sell without any ATL marketing activity.
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ShaveCode @Pyramids marketing

50. Recommend to use sub-brand or Co-branding with other specialized brand.
OR
Sub-Brand: Co-Brand:
• Creating new brand under ShaveCode • Co-Brand with high reputation brand in this
umbrella, brand name will be the product category. Cost effective and easy branding
name to maintain brand image. technique can be used to match our goals.
• Example: Roll-on by ShaveCode, not • Example: ShaveCode Roll-on by VEBIX.
ShaveCode Roll-on (BURT roll-on by Rexona)
• ShaveCode Shower Gel by VEBIX
• ShaveCode Hair Gel by ***
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51. Product Diversification in Phase 3:
ShaveCode
Personal care
Shower Gel: Head and
Deodorants : Roll-on Hair Styling line : Gel
body shower Gel from
and Spray from Vebix and cream from ***
Vebix
** We recommend Vebix in shower gel and deodorant taking advantage of cleaning
and hygiene perception.
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52. Summary
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53. ShaveCode
Shaving Razor Aftershave Shower Gel Deodorants
Shaving non-foaming
Economic Gel Rollon
Gel
Moisturizing Foaming
Premium Balm Spray
gel
Advanced line Splash
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ShaveCode @Pyramids marketing

54. 6. ShaveCode product development action Plan
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ShaveCode @Pyramids marketing

55. 6. ShaveCode product development action Plan
Year 2011 Year 2012
Phase Product Duration 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
Phase 1 Splash Plastic Bottle 3 months
Splash Glass with atomizer 2 month
Advanced Line 3 months
moisturizing foaming gel 7 months
Year 2013
1 2 3 4 5 6 7 8 9 10 11 12
Phase 2 Razor-Developing 4 months
Razor "Nothing Else campaign" 3 months
Razor penetration 5months
Year 2014
1 2 3 4 5 6 7 8 9 10 11 12
Phase 3 Deodorant-Roll-on 3 months
Deodorant Spray 4 months
Shower Gel 4months
Hair Styling line 3 months
Developing
production 55
launch ShaveCode @Pyramids marketing

56. Line Variants Sizes Form
Shaving Gel Extra Cooling For normal Skin 80ml&150ml Tubes
Sensitive for sensitive skin 80ml&150ml Tubes
Aftershave Balm 100ml Plastic bottle
Gel 100ml Plastic bottle
Splash 100ml Plastic bottle
200ml Glass bottle
Advanced Extra Shaving Gel 120ml Cylinder
In The End Sensitive line
Aftershave Balm
After shave Splash
100ml
200ml
Cylinder
Cylinder
Of 2014 Moisturizing foaming
Gel
Razors
Shaving gel
Disposable two Blade razor
75ml
-
Tube
-
Disposable four blade razor - -
Premium razor - -
Deodorants Roll-on 50ml Roll-on
Spray 100ml Can Spray
Shower Gel Head and body shower gel 200ml Plastic bottle
Hair Styling Hair Gel line - - 56
ShaveCode @Pyramids marketing

57. Thanks
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