KING OF SHAVES MAKET ENTRY REPORT
A Report by : Lauren Mitchell (N0299038) Jennie Phillips (N0310956) Lizzie Schofield (N0310610) Sohini Lakhani (N0308799) Fulya Naim (N0339038)
Fashion Marketing and Branding, FASH20028
Introduction •Methodology •Brand history •Brand Architecture
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UK Market •UK Men’s Market •UK Competitors •Current communication •UK Target consumer •Pen Profiles •PESTLE Analysis
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Chinese Market •Overview of China •Rationale for China •Market Analysis •Distribution Analysis •UK & Chinese comparisons •Chinese Target consumer •Chinese Pen Profiles •Competitor Analysis •Perceptual map
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Market Entry Strategy •Product •Price •Place •Promotion •Budget •Communication Strategy •Celebrity Endorsement •King of Shaves Tour •Interactive Bus Stop •Augmented Reality •Supporting Promotional tools •Print and Billboard Ads •In- Store Promotion •Online competition •Conclusion
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34 37 39 40 41 41 42 43 44 45 45 46- 49 50 50 51
Appendix •Literature Review pg •Appendix pg •Minutes pg •Consent forms from focus group pg Bibliography and References pg
Figure 1 Brand Essence Figure 2 King of Shaves Sub brands Figure 3 Graph “ Frequency of using Razors/ Razor Blades & Electric
shavers in last 12 months “ Figure 4 Graph “Types of Razor or Shave used most often in the last 12 months” Figure 5 Graph “Types of shaving preparation used in the last 12 months” Figure 6 UK competitors Perceptual map Figure 7 Examples of Current communication Figure 8 UK pen profile Figure 9 UK pen profile Figure 10 UK pen profile Figure 11 Graph Skin care categories in Chinese market Figure 12 Graph Distribution Channels in China Figure 13 Chinese pen profiles Figure 14 Chinese pen profiles Figure 15 Chinese pen profiles Figure 16 Example of Gillette’s advertising in China Figure 17 Chinese competitors Perceptual map Figure 18 Li fung Figure 19 King of Shaves Product portfolios Figure 20 Charcoal Based products range Figure 21 Travel kit Figure 22 King of shaves Chinese Branding Figure 23 Place examples Figure 24 Possible Shots for Olympic Viral Figure 25 King of Shaves Tour Figure 26 Interactive Billboards Figure 27 Print AD 1 Figure 28 Print AD 2 Figure 29 Print AD 3 Figure 30 King of shaves Visual merchandising Figure 31 King of Shaves Banner Figure 32 Mock up of use of Banner
This report will analyse King of Shaves as a brand and the current markets in which they operate. This will lead to analysing how viable it is for King of Shaves to enter China. China is one of many emerging markets and is expected to be the leading economy in GDP (Gross Domestic Product), overtaking the USA by 2016 (Gaurdian. 2011. online). The changing lifestyles and adopting of western cultures has created a demand for western brands and products. This is an ideal opportunity for King of Shaves to develop a research and communication strategy launching the brand to a new Asian consumer.
METHODOLOGY In order to recommend a viable strategy for King of Shaves, a range of research methods will be used to gather reliable and informative data. This will be analysed to create a successful marketing strategy. Using a range of primary and secondary research to gather information will help to analyse the macro environment of men’s shaving and grooming in both markets. These methods involved the conduction of a focus group based on five Chinese males discussing their current shaving habits and skin care routine. This allowed participants to converse between themselves and for answers to be stemmed of each other, which made participants feel more confident to state their opinion. Whilst this method proved successful providing us with qualitative results, information from a larger sample size was needed. Two surveys were created, one survey for UK consumer shaving habits and another for Chinese consumers to gather more reliable quantitative data to inform a marketing strategy. This was created using online survey tool surveymonkey.com. In terms of secondary research a range of online reports were used from Mintel and Euro monitor highlighting key trends in men’s grooming within China and the UK. A range of business and marketing books including ‘principles of marketing’ by Kotler and Armstrong.
BRAND HISTORY Will King founded King of Shaves in 1993. King, like most men had experienced trouble with shaving and sought to create a brand that would make the process more comfortable. In 1992 he created a shaving gel that would ease pain and minimises having problems. Launched in Harrods, the King of Shaves brand has grown from strength to strength developing sub brands under the King of Shaves umbrella such as King’s body and hair care, and Queen of, a woman’s shaving range. The formulation of the very first product was born in King’s kitchen and the brand has gone on to establish a powerful retail presence, with stockists such as Boots, Superdrug, and leading supermarkets Tesco, Asda and Sainsbury’s. King of Shaves as a brand has a unique portfolio of products that challenge the leaders in the men’s shaving market. In 1996 King of Shaves introduced the revolutionary Alpha Gel ‘tubed’ shaving gel creating a brand new sector and developed a whole skin care range for men and with this were the first in men’s skincare. (King of Shaves, 2011. online)
King of Shaves is the challenger brand in the market, constantly producing new products and advertising strategies that put pressure on the market leaders. They have a very strong brand essence that enables them to do this. By speaking directly to consumers they are maintaining brand loyalty. King of Shaves strives to achieve this brand essence in everything they do.
Communication to consumers is in a friendly personal manner, something that sets them aside from the usual corporate speak consumers are used to hearing. Currently they are second in the market, showing that their personality and values are well received by consumers.
A company’s brand architecture is of extreme importance in creating success and longevity within its market. It is essential that a brand gets their architecture right. When done well it can help create a better long term strategy and help a company reach different consumer segments.
Emotionally they offer consumers a unique fun brand; their advertisements are
King of Shaves brand architecture is very strong; it aids their consumer navigation and with multiple brands they are able to reach different segments. King of Shaves uses sub brands to enable them to stretch across the market and increase their competitive advantage. The King of Shaves sub-brands are all closely connected to the parent brand; they have similar values, personality, pricing and core promises. The advertisement strategies have the same tone and feel. This results in less confusion for the consumer and higher brand recognition; consumers will see an advert or logo and instantly recognise it is King of Shaves.
Fig. 1 humorous and always up to date with the latest in sport and media. A connection to the brand is built on these traits as consumers feel they can relate to the brand. Functionally King of Shaves has built their reputation on their innovative and technologically advanced products. Their gels are designed to give consumers a soothing, burn free shave, which is also good for the skin and healing for spots and blemishes. Consumers can find all their skin care needs in one unique brand.
The sub branding strategy also offers King of Shaves savings in design and brand management. As all the brands have the same core traits there is no need to have a different team for each one. There is also the benefit of the halo effect. When one of the sub brands starts to do well with consumers, they are more likely to try different products from the King of Shaves brand so brand loyalty and sales increase. Finally a huge benefit of sub branding is that all promotions for the King of Shaves products will build upon the parent brand equity and subliminally promote all brands under the King of Shaves umbrella.
(For Brand Archetype see Appendix one)
The only real risk of the sub branding
architecture is that any negative press on any of the brands can have an impact on the parent brand. There is the chance that the whole brand can suffer if one sub brand doesn’t fare as well in the market as others. King of Shaves also has to be careful that their products offered in each market aren’t at a suboptimal level, as the brand can stretch itself too thinly resulting in a loss of quality control. King of Shaves however has utilised sub branding successfully. They have products in different age, gender and skin care segments, all of which are marketed efficiently and helped by being closely linked.
“Enthuse, Exceed, Enjoy!” (Will King. King of Shaves. online)
UK MENS MARKET The UK male grooming market is long established within the UK. However recent changes have lead to new product ranges as men take a greater interest in facial grooming and skin care. Analysis of the current market, male attitudes, products and distribution will be investigated.
3) There is also an emerging trend of the “reterosexual” male among 16-24 (Mintel.2011. online), has meant young men are starting to prefer the more natural less clean-shaven look popularised by celebrities such as David Beckham and Justin Timberlake and men’s magazine such as GQ style.
There are 26 million men in the UK with 25million using some kind of shaving product (Mintel. 2011. online), with the average man spending 18 minutes a day on grooming (WGSN.2011. online). Currently the men’s shaving market (razors and preparation) is estimated to be worth £330million in 2011. The shaving market makes up 41% of the total sales within the male grooming market. (Mintel.2011. Online). However the UK has seen a 5% decline in the male shaving market (Mintel.2011. online).
Mintel’s consumer research into the shaving market in 2011 found that over half of the men asked prefer to use wet shave products with only a quarter using electric/battery shavers (Figure 4). Mintel explains this high use of refillable razors and wet shave products is driven by high profile marketing and advertising alongside innovative product development improving the quality of such products.
This decline is due to the recession. A decrease in disposable income means consumers are cutting back their spending, purchasing only the bare essentials. Mintel’s consumer research for the report Men’s Grooming and Shaving Products - UK (2011) found that four in ten men are using fewer grooming products in order to save money.
Figure 5 shows that men prefer to use Gel or foam as shaving preparation rather than cream that is seen as old fashioned.
Brand Loyalty Fig.4
The recession has also lead to many customers choosing to shop at discount shops or for own brand products to save money. This has put pressure on the male grooming market, as own brand products are much cheaper then brands.
Everyday use of razors and electrical shavers has slowly been on decline since 2006 (Mintel) with more men finding they only need to shave twice a week. (Figure Fig.5
Brand loyalty is incredibly high within the refillable razors segment with 6 in10 men returning to the same brand time upon time. With other products such as preparation and disposable razors 3 in 10 are brand loyal. (Mintel.2009. Online). This means that it is incredibly hard for a brand to attract customers away from their existing brand of choice.
is due to the offers and price promotions and supported by own brand products, extended opening hours and the ease of having everything under one roof. 44% of sales come from chemists, with just over half of men purchasing their products from Boots and a third from Superdrug (Mintel.2011. online). Department stores have struggled in this sector due to the recession accounting for only 4% of sales. (Mintel .2009. Online)
The male grooming market is predicted to grow by 8% over 2011- 2016 to £869 million, (Mintel. 2009. online) as more men take an interest in grooming and facial care.
King of Shaves products range from £3- £8 (Boots.co.uk) putting the brand in the mid market. This is because the brands key pillars are high quality and technological advanced products, allowing the brand to command a slightly higher price. This information shows that the UK male grooming market is expected to continue to grow, which is good news for brands such as King of Shaves. With the changing male attitudes to appearance and grooming King of Shaves products are in a good position to deal with such a change and to continue to challenger the market leaders.
Supermarkets account for the largest proportion of sales in the male grooming market at 46%, with Tesco seeing the largest sales. (Mintel. 2011. online). Supermarkets continue to see growth in sales despite the recession. This
UK COMPETITORS In the UK shaving and male grooming market, the market leader is Unilever’s brand Gillette which accounts for 80% of the market (Andrew Cave. 2011. Telegraph) followed by Wilkinson Sword and Bic. Gillette’s market dominance is due to product innovation and advertising, they account for 1 in 6 of every new product launch. (Mintel. 2011. online) King of Shaves accounts for 10% of the UK wet shaving products. This is a significant share (Andrew Cave. 2011. Telegraph) when comparing with Gillette which holds 56% of the market. (Jane Bainbridge. 2006. marketing magazine). The king of shaves Azor launched in 2008 and is now the third best selling Razor, selling 500,000 handles a year, putting it ahead of Schick and Wilkinson sword. Despite this Gillette’s other razors and products retain market dominance. In total King of Shaves Market Share is 8.5% in razors and 4% in wet shave products. (Andrew Cave. 2011. Telegraph). Globally recognised brands such as Unilever (Gillette), Beiersdorf, Procter and Gamble and L’Oreal dominate in the men’s grooming market.
PERCEPUTAL MAP King of Shaves alongside its competitors were placed on a perceptual map, to identify where they stood within the men’s grooming market. The competitors included both hard and soft product brands as King of Shaves offers both within its product range. The perceptual map was laid out according to price points and the corporate vs fun essence of the brand, ranging from basic supermarket ranges to premium brands. King of Shaves is one of the brands with a lower price points, directly competing with market leaders such as Gillette, Wilkinson Sword, Nivea Men and L’Oreal Men, but there fun unique brand image enables them to hold there own within the market. The brands chosen were mentioned throughout our primary research.
King of shaves currently communicates with its consumers through their online platform. This includes viral campaigns, blog posts, twitter updates and competitions. King of Shaves have used social media to target consumers in an interactive and humorous way, differentiating it from competitors. The brand is present on twitter with regular updates regarding new products and constant interaction with consumers. The body behind the updates is Mr Will King himself. He believes that the voice of the brand should be from someone who truly believes in the company. This helps keep the brand authentic.
King of Shaves not only aims to satisfy its consumers through a unique concept around men’s shaving, but also promotes a lifestyle. Involvement in what the brand believes their consumers enjoy is a way of targeting consumers which emotionally connects them to the brand. (see Appendix two for examples)
In terms of traditional advertising, King of shaves uses print ads within national newspapers, magazines and online men’s magazines such as Anorak. These ads are simple in design with a minimal colour palette and visuals. Will King writes many of the print ads himself. In addition to print advertisements and online, the brand will sponsor a new TV show called Movie Kingdom, a comical film review shown on DMAX (available on sky) this helps to further expose the brand to consumers.
TONE OF VOICE
“It was intimidating; in terms of us entering the market we had to come up with something different. We had to market it with a personality.” (Will king. King of Shaves. online)King of Shaves communicates with its consumers with a humorous tone of voice whist still producing a unique and successful product. When considering new markets, this tone of voice may have to be adapted as other markets may not respond as well, due to cultural differences.
UK TARGET CONSUMER The UK target consumer for King of Shaves is continuing to widen as the company grows. Statistically in the UK, ‘Men aged under 45 are the most likely to agree that it is important to keep looking young’ (Mintel, October 2011) therefore it is important for a male grooming company to target a young consumer as well as the older more mature consumer. King of Shaves is appealing to a young and fashionable consumer. The brand’s advertising campaigns offer a youthful attitude whilst having comedy value. Previous marketing strategies have used popular current themes to make the brand relevant in today’s society. (for Survey results see appendix 3) A Pest analysis is an important model to carryout in order to analyse the macro- environment of China. This allows the implications of the political, economical, social, technological, legal and environmental factors to be considered and planned for. Allowing for a better-informed decision for the entry of king of shaves into the Chinese market.
the Chinese market due to the significant change the brand would have to go through. Despite this having entered other foreign markets the brand is aware of what to take into consideration and how to make it work. By understanding the cultural differences the brand can build its cultural empathy with consumers allowing the brand to build a relationship. For example the reaction received from different marketing and advertising techniques could differ dramatically from the UK as China generally tend to focus on either a renowned and known brand or the functions of the product which persuades their purchasing decisions. Therefore the witty and comical tone, which King of shaves is known for may have to be, reconsidered in order to suite the needs of consumers. This being said it could alter the core brand essence, as the casual and fun tone of the brand is what differentiates it from consumers.
One of the mains aspects of the model, which needs to be focused on, are the cultural differences and sensitive issues that China have in comparison to the UK. This is likely to be the cause of failure in
PESTLE ANALYSIS A PEST analysis is an important model to carryout in order to analyse the macroenvironment of China. This allows the implications of the political, economical, social, technological, legal and environmental factors to be considered and planned for. Allowing for a better-informed decision for the entry of king of shaves into the Chinese market. One of the mains aspects of the model, which needs to be focused on, are the cultural differences and sensitive issues that China have in comparison to the UK. This is likely to be the cause of failure in the Chinese market due to the significant change the brand would have to go through. Despite this having entered other foreign markets the brand is aware of what to take into consideration and how to make it work. By understanding the cultural differences the brand can build its cultural empathy with consumers allowing the brand to build a relationship. For example the reaction received from different marketing and advertising techniques could differ dramatically from the UK as China generally tend to focus on either a renowned and known brand or the functions of the product which persuades their purchasing decisions. Therefore the witty and comical tone, which King of shaves is known for may have to be, reconsidered in order to suite the needs of consumers. This being said it could alter the core brand essence, as the casual and fun tone of the brand is what differentiates it from consumers. (For SWOT and PESTLE analysis see appendix 4 & 5)
CHINESE MARKET RESEARCH
King of Shaves are looking into expanding their brand into Asia and specifically the Chinese market. This half of the report will look at the viability of such a move and the Chinese market as a whole. China has become the second largest economy in the world behind the US, living standards have improved and households have more disposable income. Eastern China is considered a wealthy, developed region whilst other regions have less disposable income. The number of middle class income homes in China is rapidly ncreasing which is driving growth in many consumer goods industries. Chinese consumers are loyal towards luxury brands. Luxury brands are identified as being high quality, desirable products and as western brands enter the Asian market, they are immediately trusted by the consumer. This enables brands such as King of Shaves to enter into the market as a premium brand.
RATIONALE FOR CHINA China would be the best Asian market for King of Shaves to enter because it is an emerging market which has significantly developed in the last five years and is expected to overtake the US economy in by 2016 (Gaurdian. 2011.online) GDP has been rapidly increasing year upon year and is currently $5.8 trillion dollars 2011. (The World Bank. 2011. Online) Chinaâ€™s male health and beauty market is also rapidly increasing with an expected worth of $25 billion dollars by 2013. (Euromonitor international. 2009) Their changing lifestyles and adoption of western culture has created a demand for western brands and products, providing an ideal opportunity for King of Shaves to launch the brand to a new Asian consumer, in particular China. The Chinese market has been researched and analyzed to give thorough recommendations on the route King of Shaves should take.
MARKET ANALYSIS The male facial grooming market within China will be explored, looking into male attitudes towards grooming, Market size and sectors and the key areas within China for distribution and point of sale. This will provide a solid understanding of the Chinese market and customer allowing for King of Shaves to progress in entering the market. China is an attractive market for many international businesses. Currently ruled by the Chinese communist party, China has enforced laws affecting foreign companies wanting to trade within country. Foreign companies must partner with a local company to operate within the Chinese market. This means King of Shaves must partner with a local distributor. China’s population is around one fifth of the world’s total at 1.3billion, making China an attractive choice for any business due to the sheer market size. China’s GDP has been rapidly increasing year upon year, and expected to reach $7.2 trillion dollars by the end of 2011. (nextbigfuture.com. 2011.) Part of the reason for the increase in the Health and Beauty market within China is the increase in disposable income. Disposable income in China per household was US $8,072 in 2010 (Passport. 2011), meaning more money is available to spend on the Health and Beauty Market. The biggest increase has occurred within
the middle class sector, with household numbers increasing to 153 million, three times the amount in 2005. (Passport. 2011) These consumers focus on aspirational purchases, part of the popular trend of embracing the western lifestyle. However the rapid rise of personal wealth within China has not translated to even growth within the Health and Beauty market. The mainstream market has accepted the skin care market, the biggest market within male grooming with an expected value of $270 million in 2011(Trefis. 2011. online) whereas other products such as deodorants still remain niche. This is partially due to the saving based culture within China. In 2010 36% of household income was saved (in a savings account or bank). However this behaviour is starting to change. By 2013 China’s Health and Beauty market will be worth US $25 billion. The Men’s market is experiencing a steady change and was the most dynamic in 2010 seeing growth of 27%. (Euromonitor international.2009) The market is set to reach over US$412 million by 2013. (Passport. 2011) Mr King founder of King of Shaves says Chinese men are increasingly being drawn to Western brands and that “male grooming is becoming more important from a lifestyle perspective”. (Thompson. 2011. The Independant) There are a number of reasons for this shift. Firstly male consumers have become more confident with buying products. Traditionally the wife or girlfriend would buy as it was seen as embarrassing for a man to buy skin care products.
Kevin Zhu for Euromonitor International explains that the change in perception has been helped by powerful ad campaigns from market leaders such as L’Oreal, P&G and Unilever. Campaigns focus on the career success of men who use the products; a concept that relates well to the target market. Product innovation and development have helped spur growth in the market. Products have progressed from the basic cleaning products to include anti ageing, exfoliating and energy boosting. This advance in product technology is appealing to the Chinese market, who feel looking good can help achieve job success (rnbstyles. 2011. online). In terms of products there are 2 tiers within the Chinese market. Local brands and international brands. The common feeling amongst Chinese consumers that global brands are superior and better quality then local brands allows global brands to demand a slightly higher price. (Simon Pitman. 2011. Cosmetic Design)
The real growth prospects within the male grooming market in China lies within skincare which is expected to contribute 50% of the global growth of the male skincare market between 2009- 2014. (Euromonitor International. 2011) In the Chinese skincare market facial moisturisers dominate followed by antiagers and have seen the greatest growth. Other products are gaining popularity and sales are increasing but not to the same extent as moisturisers and anti ageing products. (See Figure 12) It is predicted that the strong performance from the male market will continue with a further growth of 20%. Compared to the female market, men’s is still underdeveloped leaving huge growth potential. (Euromonitor International. 2011) King of Shaves would be best advised to lead their market entry strategy with skin care products, such as their Protect range including moisturiser and balms, supported by the Azor razor.
DISTRIBUTION The main source of sales for the Health and Beauty department is supermarkets. They have the largest distribution share, due to the shift towards shopping at chain stores. Chinese customers now prefer the range and convenience of supermarkets, this paired with their geographical presence makes them the dominant distribution channel. Department stores are ranked second, and mainly distribute higher end products. Specialist stores continue to move into second tier cities to ensure they reach a wider customer base. These channels have been taking market share from direct selling that although still popular within China, is slowly declining. (Euromonitor International. 2009) E-tailing has seen rapid growth with shares increasing from 0.4% in 2008 to 3% in 2010. This growth has come from the rapid growth of Internet use across China and the availability of product choice. (Passport.2011)
Geographical variations East China has the most potential for growth particularly in its tier one cities such as Shanghai, where spend per capita on cosmetics is about three times the average in China. (Euromonitor International. 2009). Total value of sales in 2008 was US$5 billion, due to the modernisation of the tier one cities. In 2008, total sales in the East China region accounted for around 28% of the national total. (Passport. 2011) Northwest China suffered a financial crisis in 2008 and the Health and Beauty market suffered due to the underdeveloped economy. The sector attracted an average spend of US$8 per head in 2008. In South China the average spend per person was US$20 in 2008; making south China the highest spender on Health and beauty. This is due to rising affluence in both rural areas and lower tier cities, as well as increasing sophistication of products. Whitening and anti ageing are key products within the South China market.
convinced of the benefits of male skin care, due to powerful advertising. (Euromonitor International.2011.online) There is also a predicted change from informal retailing to formal retailing for menâ€™s razors. Sales are predicted to increase due to influence from the west.(Euromonitor International. 2011) For King of Shaves the best market would be East and South China tier one cities. These areas have the highest spend and growth in the male grooming market, making them the most appropriate for King of Shaves market entry strategy. Entering these areas primarily via supermarkets, department stores and online, focusing the product range on facial products and the Azor razor would ensure King of Shaves optimies their entry. Overall the market growth and changing attitudes of male consumers shows that China could be a very profitable market for a male grooming brand such as King of Shaves. By using this market data on China, King of Shaves will be best placed to take on the current market leaders.
Growth within the male grooming market is expected to be driven by sales in smaller cities and towns. Young men have become increasingly aware and Fig.12 24
UK & CHINESE CONSUMERS
STYLE CONCIOUS STUDENT
Chinese consumers are very different to western. There are cultural differences and a changing attitude towards male grooming, King of Shaves needs a good understanding of the market before entry. Primary and secondary research was conducted to gain knowledge of Chinese consumers in the grooming market. A focus group was conducted with 4 males from China to gather key facts and opinions on the male grooming market. (See appendix six for results) Key comparisons and differences between UK and Chinese consumers have been made to ensure King of Shaves is suited to Chinese habits and behaviour towards male grooming. •Chinese consumers generally do not begin shaving until the age of 18, whereas UK consumers can begin shaving much younger. •Chinese consumers believe facial hair is disrespectful and unclean; therefore the main fashion in China is to shave all facial off. •Chinese consumers believe a clean shaven appearance helps with success in their career . •Young consumers in both countries are open to use skin care products to help problem skin. •Some Chinese consumers use an electric razor over disposable ones be cause they feel it is more technologically enhanced and will produce a cleaner shave. •Chinese consumers purchase cosmetics and grooming products from pharmacies, supermarkets and online as UK consumers do.
CHINESE TARGET CONSUMER The current target consumers for King of Shaves in the UK are males aged from 18-45. These consumers are image conscious and often fashion forward, and brand loyal. The Chinese target consumer is a young, affluent male working in a profession where appearance is valued. This wealthy middle classed male lives within the City and has a busy working schedule. Compared to developed markets such as the United States, the middle class in China is much younger. The wealthiest consumers in China are between the ages of 22-45 compared to 45-54 in the US (euro monitor international, 2011) therefore the middleclass market are the main target consumer for King of Shaves. Within this middle class target consumer, there are different consumer segments. They have been segmented by age in pen profiles. (For Questionnaire and focus group write up see Appendix 6 &7)
COMPETITOR ANALYSIS Procter and Gamble have dominated the Chinese personal care market since 2003, with an 18% share in 2008. The local skin care range C-Bons was taken over in 2007 by Beiersdorf which caused them to drop out of the top ten in the market for a short while, meanwhile L’Oreal has increased its market share from 3% in 2003 to 9% in 2008. (Euromonitor international.2009) Chinese consumers were becoming concerned that multinational companies were taking over the cosmetics market, however the market still remains fragmented and small regional businesses are still playing their part in personal skin care.
CASE STUDIES L’Oreal Case Study L’Oreal originally had problems in breaking into the Chinese market; they acquired Mininurse which had a share of 2% in 2001. Originally sold through China’s localised network, L’Oreal tried to centralise their distribution channels. This tactic didn’t work well as the brand wasn’t able to reach as many stores and their market share fell to 1.5%, it has remained at this level since the takeover. (Euromonitor International.2009) L’Oreal learnt from their mistakes when launching other products e.g. L’Oreal Revitalift, however they haven’t been able to undo the mistakes with Mininurse. King of Shaves can learn a lot from L’Oreal’s experience.
It is crucial to King of Shaves success that they invest time and money into this campaign to access all areas of China and put pressure on the current market leaders Procter and Gamble.
L’Oreal and P&G’s stories show the importance of advertising to raise consumer awareness, loyalty and trust in the brand, which King of Shaves will follow. There is a gap that they can fill with their unique and innovative advertisements; they promote their brand in a different way to other companies and speak to consumers in a personal, humorous manner. King of Shaves will stand out and be more memorable to the consumer.
Procter & Gamble Case Study P&G are a multinational company that have entered the Chinese market and enjoyed huge success. This is largely due to the time they have spent in the market; they were one of the first companies to identify opportunities in China and so benefitted heavily from first mover advantage. Originally there was no pressing competition so they had time to get to know the market and understand it thoroughly before making a move. They spent three years simply advertising to build brand recognition before launching any products. Due to this method and their long time in the market P&G have built up strong consumer brand loyalty, and to this day their products are perceived of the highest quality by Chinese consumers. P&G also benefit from efficient regional distribution.
Although Procter and Gamble dominate the Chinese market with L’Oreal bringing up the rear there is a place in the market for King of Shaves. They are offer gel products not foam, something that differentiates them from the competition, and there is a gap in the Chinese market for this product. If King of Shaves learns from their competitors’ mistakes and accomplishments they have every chance of success. The Chinese market is full of corporate speaking brands; King of Shaves can challenge this, filling the gap for a technologically advanced product and innovative, fun brand.
As L’Oreal realised, to increase their market share they needed to use their existing distribution network instead of trying to cut it down and increase awareness of the brand. King of Shaves needs to produce strong and effective promotions that will reach consumers from all regions.
Not only does King of Shaves need to heavily invest in the marketing and advertising of the brand to buildrecognition, they need to make sure that their products are widely available for consumers to purchase by having a presence in the smaller more independent outlets. If they weren’t to do this then the large amount they will spend on marketing will have very little effect on sales.
PERCEPTUAL MAP This perceptual map to shows the current positioning of competitors in the Chinese skin care market. There are brands from proctor & gamble, Unilever and Beiersdorf positioned on this map. With the current competitors taking their place there is a huge gap for a fun medium priced product, ideal for King of Shaves. The positioning was decided by the price products were sold for on the website yesstyle.com and the fun/corporate feel decided by the brands promotional strategies and brand personality. Fig 17
MARKET ENTRY STRATEGY
MARKET ENTRY STRATEGY According to the regulations set by the Chinese government, a foreign company must enter the market through a joint venture with a Chinese based distributor. Li Fung is a Hong Kong based distribution company who already distribute a number of UK brands in China. A key benefit of this joint venture would be their strong knowledge of the market and consumers. This will help lead King of Shaves to become an established brand within the market. By joining with Chinese distributor Li Fung, King of Shaves have a wider breadth of market knowledge that could have taken them years to learn. This will help them with distribution decisions and understanding the cultural differences and restrictions. For a brand falling into the category of Fig 18 market development according to Ansoffâ€™s matrix, it is useful to have a well recognized and reputable distributor, as higher revenues can be achieved for a risky strategy like entering a new market. Having the input of two companiesâ€™ knowledge should help the brand overall. However there could be a loss of ownership and control of the King of Shaves brand as some partner brands
acquire high levels of control. This could risk a distorted brand essence and the brand may become lost in translation. Overall a joint venture would be the most beneficial to King of Shaves.
Product analysis King of Shaves currently has a wide product portfolio suited to build men a daily grooming regime. When launching into China, the brand will focus primarily on a range of face washes and exfoliators to cleanse the skin removing dirt and oils. The skincare range will be the main products for the King of Shaves launch as it is the biggest growing market in China. In addition, shaving products will support the skincare range in the launch to accommodate a wider consumer base. In China, shaving is considered aspirational due to western influences and corporate culture. Launching a shaving product alongside a skin care range would best cover all markets and consumers.
Triclosan is a chemical ingredient that goes into many antibacterial products. Triclosan based products are allowed in China, however there recurrent health worries in the media over the use of the ingredient. King of Shaves should not launch any products that contain Triclosan to ensure they stay out of negative media and will remain trusted by the Chinese consumers. King of Shaves have antibacterial products that contain Triclosan, but these products will not be launched in China.
Chinese Product portfolio There are four main skin type products which King of Shaves will focus on during the launch into China: Shaving skin, cooling and soothing, sensitive and the newly introduced charcoal based products for problem skin. Within each skin type King of Shaves aims to build a daily skin care routine by having a primer consisting of face washes and
King of Shaves has created an award winning shaving software using gels, oils and serums instead of foam, which lubricates and protects skin whilst allowing the consumer to see what they are shaving and avoid problem areas. This stream of products are the best selling within the UK and USA and is likely to successfully translate into China as it is unlike other products within the menâ€™s shaving market. This range will support and compliment the Azor product.
scrubs and a protector including either a moisturiser or balm. During the launch, bestselling shaving products such as the Alpha gel for sensitive and cooling skin will be sold. If this proves successful in the Chinese market, super gels with citrus and black pepper may be launched at a later stage. The reason for not introducing oils to the market is that research showed excess oil was apparent within most consumers skins and oil based products should be avoided. The two serums, Kinexium shave serum sensitive and kinexium shave serum cooling menthol will be part of the product range sold in China. To compliment the shaving products, the Azor razor will be launched to give this segment a consistent brand. From its success in other markets it is sure to give the cleanest shave, which is a key aspect for the Chinese consumer. The Azor is the third best selling razor in the UK, selling 500,000 handles a year (Andrew Cave, 2011, Telegraph) This razor is technologically advanced and unique amongst its competitors and therefore will be launched into the Chinese market.
Product extension To provide the new Asian consumer with what they need, a set of charcoal based products will be created to help deal with skin problems such as excess sebum due to an increased western diet. The Chinese diet also contains oils and spices, which affects the skin, and ground up charFig.19
PRICE coal helps absorb sebum and acts as a mild exfoliator. (Lush usa, 2011) This will feature as a specialist range of skincare for the Chinese Market. (See figure 20) In addition to the skin care range, the brand has recently launched a set of electric razors into the US market and from the primary research, it seems the use of electric razors in china is increasing amongst both the younger and older consumers. Therefore this product is something to consider once King of Shaves is an established brand in the market.
In China renminbi is the most popular currency, although the US dollar is also used. The pricing of King of Shaves products will be directly transferable from the UK pound to the Chines Yaun Renminbi and the US dollar. Shipping costs will be done using US dollars and products will be mostly sold using renminbi.
A travel pack containing the Azor razor, a primer face wash of a miniature size, shaving gel, and an after balm all within a King of Shaves toilet bag could be considered for our business consumers as they may be travelling and for younger consumers who prefer having everything together and are more willing to try newer products. This being available from launch at a reasonable price or as part of a promotion would allow consumers to test out the products for themselves.
Due to the language barriers between the UK and China, it is important for the brand to establish itself in the market through consumer awareness and packaging. Therefore it is important that in addition to the original King of Shaves logo, the Chinese symbols for ‘King of Shaves’ is also placed under, for those who do not speak English to understand the brand name. L’Oreal changed their logo and advertising campaigns to suit the Chinese market.
Shipping costs may have to be passed on to the consumer, which could make the products entry price into the market slightly higher. However if King of Shaves is successful in the long-term, manufacturing should be moved to China. This would cut production costs and the price could decrease. Pricing is also driven by the retailer, depending on the scale and volume that they buy at. The quantities that retailers purchase should increase with the growing popularity of the product. This could result in economies of scale, which could be passed down to consumers, encouraging them to keep buying King of Shaves products.
King of Shaves needs to keep their costs as low as possible without comprising on quality. By doing this they ensure that extra costs don’t have to be passed on to the consumer. Therefore the products in China will range from ¥39.61- ¥99.10 (CNY)($4-$10) which will cover shipping and manufacturing costs, as well as ensuring King of Shaves is built as a mid-market brand, making it accessible to all consumers.
PLACE Currently King of Shaves distributes their products in drug stores, department stores and supermarkets in a number of countries from the UK to Australia, USA, Japan, South Africa, Saudi Arabia, Ireland and New Zealand. (King of Shaves. 2011. Online). As tier one cities in South and East China have the fastest retail development and the largest male grooming market, it would make sense for King of Shaves to begin the launch there. Chongqing, and Tianjin, Shanghai and Beijing are the tier one cities with the highest population and highest GDP. (Starmass International. 2011. Online) it is these cities King of Shaves should enter, as they present a large market. These are also the cities with the highest disposable income, with consumers more likely to buy imported high quality products. Consumers in these areas are open to imported products and see them as having a higher quality, with the right marketing King of Shaves can emulate this. To begin with King of Shaves should use indirect channels as this will enable them to have their products sold in a wider range of places and they won’t have the highly expensive overhead costs of a store. The highest sales of cosmetic products in China are from their supermarkets; King of Shaves should follow where the sales are. Supermarkets such as Lotus, Wal-Mart and Kunming are popular stores in China, which will stock King of Shaves products. Drug stores such as Sasha, a beauty chain in China is a popular store selling imported western products and brands. This is an ideal store for King of Shaves to be sold.
King of Shaves will also be stocked in Department stores run by PCD, Parkinson Retail group and New World development stores. These groups own some of the largest department sores in China. Giving King of Shaves access to a large market. Examples of popular department stores include Pacific Sogo and Shin Kong. These distribution channels enable consumers to come into contact with the products in everyday life. Chinese consumers are starting to appreciate the convenience of supermarkets and being able to purchase all their goods in one go. The retailers will also have a much stronger relationship with the consumer and they will have trust in the products that they sell. King of Shaves will take on the strong brand image that the supermarkets, department and drug stores have created themselves, making them seem a more reliable product to consumers who may not have heard of them. Technology is hugely popular in China and consumer consumption is ever increasing via the Internet. It allows for products to reach a wider, geographically dispersed audience.
$200 billion, (People Daily. 2011. Online) this is an area King of Shaves canâ€™t miss out on. King of Shaves products are produced in the UK and so will have to be shipped to China, this will result in shipping costs that they will have to pass onto the consumer. However if they are successful in the Chinese market they should look to have their products produced in China, cutting out shipping costs which will also benefit the consumer.
For King of Shaves to be a success in the Chinese market not only will they need to invest heavily in marketing, they will need to ensure their products are widely available. Using the methods mentioned above this will help the products gain brand recognition and after time brand loyalty.
There are low barriers to entry and low start up costs; it is a simple way for King of Shaves to reach even more consumers. Mobile phone commerce is also widely popular in China; King of Shaves should also follow this channel. The number of mobile Internet users is set to reach 600 million by 2012 and by 2015 revenue generated by goods purchased through mobile phone devices is set to reach
PROMOTION Promoting the product and brand to consumers is essential for product awareness. The AIDA model shows clearly how consumers experience psychological stages before purchasing a product. The first stage is to create awareness of a product, which should then create interest in the brand. Consumers then desire the product before eventually taking action in purchasing. King of Shaves need to create an impactful promotional strategy in order to stand out amongst established competitor brands dominating the Chinese market already.
Objectives The aim of expanding into China is to gain market share and recognition in a new market, increasing King of Shaves global presence and revenue. This will be achieved by: Communication Objectives Marketing Objectives •Successfully communicate brands •A successful brand launch with media attention and growing sales USP, products and personality to •Make a profit from first year trading potential customers •Gain 15% market share within first •Increase brand awareness •Compete successfully within the 3 years new market •Increase sales by 50% each year •Increase distribution areas over 5 •Gain a steadily growing customer base years as sales increase •Drive sales via website as well as •Becoming an easily recognisable brand within the Chinese market through shops
Message King of Shaves communication strategy will focus on informing potential customers about the brand, innovative products and their benefits to gain a recognisable brand platform. Marketing will demonstrate the technological aspects of the products and how they will improve the skin or shave. For example adverts will focus on the products features as “enthused with menthol to give you a cool refreshed feeling ”. Emotional and humorous elements will be featured. This will allow the brand to maintain the recognisable personality that separates it from the competition. Emotional aspects - such as a focus on success in love or career - will tap into any key preoccupations that many Chinese men share. This emotional advertising has been found to be a huge influencer in the success of the growing male grooming market.
BUDGET When entering a new market King of Shaves aim to reinvest 50-70% of the first year’s revenue in marketing and promotion of the products. When entering a market such as China more specifically East and South China King of Shaves will have a substantial marketing budget to launch themselves in the market and gain market share.
Communication strategy King of Shaves will use a range of promotional techniques to best attract customers and penetrate the market. All the campaigns will be based around the tag line
“Be the winning man” This line is designed to work within the Chinese market only, where being number one and succeeding in love and work is the main priority for Chinese men. The line also helps to reaffirm masculinity. The number of Chinese men heavily outweigh the number of women in China, meaning men feel they need to stand out and look their best in order to find a girlfriend. (Euro monitor International. 2011) There will be 3 main campaign stories, the first based on sporting success for a launched planned next year, the second two based on career and love success. King of Shaves previous promotional strategies have a comical, fun and significant tone of voice, which is relevant in today’s society. For the introduction of the brand into the Chinese market a fresh and fun attention-grabbing advert is needed.
The main promotional tools King of Shaves will be using are as follows: A powerful promotional strategy would be to use the London Olympics, 2012 to help advertise the brand. As this event is popular in China and is currently creating a lot of media attention with the up and coming London 2012 Olympics event, King of Shaves could use this to help introduce the brand to consumers in the Chinese market. (See appendix 9 for details on China and the Olympics) Whilst talking to a focus group, consumers agreed that television and billboards are two of the most effective ways to advertise in China. Television is a costly medium for advertising, and a viral campaign is a much cheaper alternative, which is more suited to the brand. This could be hosed on Youku a popular online video sharing website similar to you tube. The viral advert should use the brand’s fun and humorous tone of voice. The key message should portray to consumers that by using King of Shaves they will have clean-shaven and well groomed skin leading them to achieve their goals in life and succeed. To do this, the advert will be based on a 100m sprint at a worldwide sporting event such as the Olympics. The camera will pan across the contestants showing each contestant with lots of facial hair and un-groomed skin. Each contestant will be seen applying shaving foam before the race begins. Once the gun is shot, they will complete the 100m race whilst shaving. At the end of the race the Chinese contestant will win the race
There is already a buzz being created around him and he is attracting lots of media attention with the Olympics coming up, therefore a brand association with King of Shaves would boost the brands market awareness.
with a fresh, clean and healthy shave. Other competitors will trail behind with spotty, rash skin and shaving foam still on their face. The Chinese competitor will be crowned the king of shaving.
Event:The King of Shaves tour
The adverts based on the Olympics will not feature the Olympic symbol, as the fees to have the logo in campaigns are far too expensive for an initial campaign. If members of the Olympic team are too expensive or tied in with another brand, then other popular teams will be used. After the Olympics, King of Shaves would continue to use popular Chinese sports teams to promote the brand.
Celebrity endorsements Celebrity endorsements are a great way to attract immediate attention to a brand. King of Shaves has used celebrities to promote products in the UK with a campaign using football star John Terry. However after researching into other brands that have entered into the Chinese market using celebrities, UK stars have not been used. L’Oreal used Chinese singers and models such as Zeng Yike and Zhang Zixuan to promote their Garnier men’s skin care range. (ChinaDaily, 2010) To promote King of Shaves, using a Chinese star would be much more relevant to the men’s grooming market in China. Our focus group said there were very few UK stars which were well known in China. Footballer David Beckham was said to be the most famous and established name in China.
After researching into King of Shaves previous marketing tools we looked at the Australian launch of the Azor razor. Elements of this will be taken to create the King of Shaves Grooming tour in China.
However, facial hair is a trend in the UK and David Beckham is a fashion icon with facial hair. The Chinese market do not like facial hair so using someone like David Beckham to promote a skincare product to a Chinese market would be irrelevant. David Beckham would also be far too expensive for an initial campaign he is also tied up with several other brands, meaning the King of Shaves brand distinction could be lost. As one of King of Shaves marketing campaigns is focusing on the Olympics, using a famous Olympic star to promote the products on billboards and posters would be effective. Hurdling star Liu Xiang became the first Chinese man to win gold in an Olympic track event, finishing first in the 110-meter hurdles and equalling the world record of 12.91 seconds. (BBC sport, 2008)
A lorry or bus will tour around the tier one city within East and South China. The side of the lorry will fold down to form the grooming consultant / barber shop. Inside the lorry will be female grooming consultants who will explain the p roducts and discuss the male customers needs in order to provide them with the best products. Alongside this will be female barbers offering a shaving service using the King of Shaves Azor. There will King of Shave team members handing out free samples and explaining the products to passers by and persuading them to try the free grooming consultation or barber service. Cards will also be handed out directing customers to the website. There will also be street dancers wearing the King of Shaves team uniform to help attract a crowd and create a fun and lively atmosphere. There will be cut outs of the sports team faces of King of Shaves such as Liu Xiang alongside cases of the
Fig 25 products that customers can browse for themselves. There will be posters explaining why King of Shaves is right for them and across the top of the van will be the strap line “King of Shaves- be the winning man” This type of event represents the brand personality well, as it is fun, young and interactive. It will also gain media coverage and word of mouth promotion from customers who took part. The tour will be promoted in male magazines, on the website and at the end of the viral campaign.
Interactive Bus Stop
After researching into advertising in China we found that some of the most effective campaigns were those that got the customer involved and interacting with the campaign. King of Shaves should have interactive bus stop wall areas of high commuter footfall .The billboard will have 3 different ‘stories’ that can be run based on sporting success, love and career success. The billboard will have the face of a Chinese man with a range of King of Shaves products to the side of him. Participants will drag one of the King of Shaves products onto the mans face whereby information about the product will appear and inform the user of the benefits of that product. Then one of the three stories will occur. He will appear in a suit with a trophy to show he has received a promotion, he will appear with a girl to show he has been successful in love or he will appear to have sporting success. The tag line will read “King of Shaves. Be the winning man.” This bus stop will have cultural relevance to the Chinese market whilst maintain the humour and essence of the King of Shaves brand.
King of Shaves will use augmented reality marketing in subway stations or in city centres to gain potential customer attention. This campaign will work in a similar way to the Lynx fallen angels campaign at London Victoria station. There will be a square on the floor with the King of Shaves Logo telling users to look up. There will be a large screen with a camera on top. When a male participant (it will not work with women) stands on the square, one of two stories will occur on the screen. The first option is the sports story. A user will stand on the square and on the screen confetti will fly down and the user will appear to be standing on a first place podium with a gold medal round their neck. The tag line will then come up, ‘King of Shaves. Be the Winning man”. The second story is on success in love. When a user stands on the square a beautiful girl will appear on the screen and walk towards the users on the screen. She will walk around him admiring him. The tag line would then appear. For this to work there will need to be a hidden adjudicator who uses a computer to start and pick the stories. Customers who used this style of campaign by Lynx were really excited by it. It gained online coverage and customers found it really engaging and unique. King of Shaves would emulate the same effect and customer enjoyment in the Chinese market.
King of Shaves Formula 3 King of Shaves already has a ford formula 3-race team, which recently raced in India. King of Shaves would expand this into China alongside the product launch. Racing in the Chinese F3 would give King of Shaves higher media coverage and fits well under the strap line “Be the winning man”.
Mobile app King of Shaves will develop an App for China, which will show where to buy the product, entitle users to discounts and provide product information and links to news about adverts and the brand.
Social media Social media sites in China are a very different to those in the UK. In China social media pages are not international, they are localised, they have different sites for different regions of the country. This is due to the Internet restriction placed by the government. (WGSN) King of Shaves will have a social media presence, on any or all of these sites. Renren- brands must pay for ads, dubbed the face book of China QZone- very similar to Renren Douban – core base is young urban creatives Tencent & Weibo- version of twitter popular with celebrities and luxury brand
Fig. 26 44
Print & Billboard Adâ€™s The Fashion magazine market for men has enjoyed an annual growth rate of more than 30% in China since 2006. (AsiaNewsnet, 2011) Although print adâ€™s can be costly, men buying these magazines would be fashion forward and style conscious therefore they would take care of their appearance and would be more likely to use facial products over other men. Magazines such as Menâ€™s Health, GQ, Esquire and Elle Men would be used to feature an A4 advertisement. The adverts will have a picture of the Chinese stars used within the promotion strategy who would be the face of the brand, along side ads based on love and career success. The ad will have a small amount of text explaining the products that that team member uses, followed by the strap line. Having an article in these magazines to introduce consumers to the product would be a great way to increase product awareness. King of Shaves will also send out a press release to be printed in the magazines. These male magazines regularly run features on male grooming, ensuring the press release is both meeting its target audience and in keeping with the magazines. A free sample of one of the skincare products would also be given with the magazine to create the next step of the AIDA model and create desire for the product.
Fig 27 46
In store promotion The stores that are selling the King of Shaves products will initially have a stand with all the products on to attract customers alongside a dedicated sales assistant to promote and offer advice on the products. (See Figures 31-33 for Eamples.) Cards will also be handed out directing the customers to the king of shaves website and the competition. (For more detail on Visual Merchandising see Appendix 10)
Online competition A competition would be run on the Chinese website, this will get customers onto the website and get them interacting with the brand. The competition will encourage customers to take part as the prize will be tickets to a sporting event. By covering all these areas King of Shaves will be able have successful launch into the East and South Chinese markets, covering a rang of media King of Shaves is ensuring that they will interact with a wide range of there target market. By using evoking, interactive and experiential marketing King of Shaves is ensuring that they create a rememberable presence within the Chinese market and attract new customers.
CONCLUSION Fig. 30 When looking at King of Shaves Chinese competitors, and how they got to where they are today, strong and extensive marketing campaigns were used to raise awareness of the brand. Proctor and Gamble spent three years advertising before even launching a product and Lâ€™Oreal realised after a failed attempt with the purchase of Mininurse that more promotion was needed. King of Shaves should invest heavily into their marketing campaign through as many marketing channels as possible, as this is necessary for the brand success. Although the promotional ideas may be costly, entering a market such as China with its sheer size and population will give King of Shaves a substantial marketing budget to launch themselves into the market. Their joint venture will also give them joint financial strength, allowing more to be spent on marketing.
The combination of this marketing mixâ€™s product, price, place and promotion will give the brand a strong market entry position to maximise sales in a new and challenging market.
The promotion will start with print ads, the mobile app and the viral being released first in the tier one cities. The event and the interactive billboards will follow, working done from Beijing and touring the other tier one cites such as shanghai and Chongqing, and Tianjin. The mobile app and social media will follow to keep renewed brand awareness. Fig. 32
APPENDIX Appendix 1 BRAND ARCHETYPE
All brands tend to have an outright archetype that can help to build emotional attachments between the brand and its consumers. Archetypal images fulfil the desires of basic human needs and release a yearning within each person. When used correctly they can be very useful in advertising; this is something that King of Shaves has done very well. They use their archetype to its fullest advantage. Their archetypal image is the Jester. They are open about their desire to have fun, shown through their humorous and quick witted advertisements. King of Shaves is willing to push boundaries and break the necessary rules to challenge the market leaders and make their presence known in the market. King of Shaves proves that they are a strong brand by their successful leverage of the archetype that falls naturally to them, and produces consumer loyalty.
Appendix 2 Examples
1. As part of the celebration of Wimbledon, 1,000 tennis balls were shaved and ‘seeded’ by ball boys and the idea is that anyone who posts a photo on the king of shaves facebook page of themselves and one of the tennis balls will win a free product. 2. Also to do with tennis, King of shaves launched a viral campaign of two Andy Murray and Roger Federer playing tennis using large razors, the Azor and the Gillette razor in promotion of the Azor razor. The campaign shows the two battling it out to find the ultimate king, which was obviously the King of shaves Azor Razor. 3. A viral campaign mocking the newly launched film of the time, the Kings speech, however used to promote the king of shaves products creating a humorous joke, which consumers who are also fans of the film would enjoy. 4. A viral campaign of a ‘Sexy Shave’ launched in the US features a man in a Barbour chair with a woman dressed provocatively used to shave the man. This advertising campaign was used to “reinvigorate the functional sector of shaving” (King of Shaves, 2011. Online) 5. The use of brand ambassador and Chelsea captain John Terry can use his legendary sportsman status to market the King of Shaves. “Arrange designed for guys who simply want to be the best they can be, to ‘Be a King’ ”
Appendix 3 UK Survey Analysis
Age 18-21: 23 22-25: 10 26-29: 1 On average, how many times a week do you shave? Once a week- 19 Twice a week- 8 Three times a week-5 Four times a week- 2 54
Do you follow a particular grooming regime? Yes 14 No 20 Preferred products Electric shaver 20 Razor 12 Disposable razor 2 Other- Electric trimmer Do you use pre-shave and post-shave products, such as exfoliators, moisturizers and shaving balms? Yes 18 No 16 Which shaving brand(s) do you use? 22 mentioned Gillette 3 mentioned Wilkinson Sword 3 mentioned Phillips 4 mentioned Nivea Men 1 mentioned Remington Which male skincare brands do you use? 11 mentioned Nivea Men 2 mentioned L’Oreal Men 1 mentioned St Ives 2 mentioned The Body Shop 1 mentioned Clean & Clear 2 mentioned Dove 1 mentioned Clarins 1 mentioned Vaseline 1 mentioned Old Spice 10 answered with N/A What attracts you to a shaving product or brand? 16 said technology 19 said brand reputation 7 said brand popularity In other responses, 4 said the price, and 2 said personal experience. The survey helped us gain an understanding of the attitudes towards male grooming within the UK. The majority of the participants were in the 18-21 age range and shaved on a weekly basis. Over three quarters of the males who took answered the survey said that they didn’t take part in a particular grooming regime. Gillette and Nivea were the most popular brands in both shaving and skincare, and the most dominant brands in the UK men’s grooming market. As they are the most well-known and popular brands, it comes as little surprise that they appear to be the go-to brands for males who don’t have a devoted loyalty to their skincare or shaving routine. Electric shavers were the preferred method of shaving for 20 out of the 34 males. We received a wide variety of brands, highlighting the extent of the number of skincare and shaving brands available within the UK market. The survey, although useful in accelerating our research, would have ideally had a larger number of responses. Also as the age range was predominantly the younger target market, there are factors which influence their answers. We 55
can assume that some of the males in the 18-21 are possibly university students, or have only just left higher education, which would heavily affect how much they are willing to spend on products which some don’t deem to be a ‘necessity’. Those with professional careers and with a higher disposable income are more likely to spend a larger about of money on products such as grooming and skincare products for reasons such as pride in appearance and being presentable within the work place. Other factors to consider in the results of the survey are that it was distributed within the UK, so those who took part are from a variety of different ethnic backgrounds resulting in different hair types and skin types. Those with coarser and faster growing facial hair would have to shave more often than those with less facial hair or those growing beards may prefer to just trim occasionally as stated by one of the participants. There are also a large number of facial hair trends within the UK, as opposed to some cultures such as the Chinese consumer culture who prefer to have a clean shave. The technology which the brand offers and the brand popularity are what the majority of the male consumers selected as what attracts them to a product.
Appendix 4 SWOT Analysis Strengths King of shaves is a global brand selling in countries such as the US, Japan, Australia and South Africa. It has a strong manufacturing competence and has become an established and recognizable brand in the UK with strong brand value and essence. It has a very large product range with unique and innovative products to help them differentiate from its competitors. The Queen of Shaves, ladies skincare products has recently been launched, which allows the brand to reach into a new market. They have a strong relationship with the high streets leading pharmacy store Boots and have strong market leadership in the UK. They have a loyal customer base. Weaknesses The male grooming market is a very large market and there are many strong competitors with established brand names which are completely dominating the market. In comparison to its competitors such as Gillette and Nivea, King of Shaves has a small distribution channel. Brands like Gillette are sold in supermarkets, department stores, pharmacies and some high street stores. Brand names such as L’Oreal and Nivea dominate the entire female and male beauty market therefore are much more trusted brands by consumers than King of Shaves. Opportunities King of Shaves has the opportunity to launch new innovative products to stand out from other brands. Products can continue to improve its technology and comfort to attract new consumers. Although the brand is global, there is a lot of opportunity to expand even further. Entering into the Asian market gives the brand the chance to draw new cultures and societies to the brand. The Chinese Market is ideal for the skincare and shaving range to enter as skincare should be well groomed and looked after due to cultural and social issues in this country. Indian would also be a great market to enter as these men generally have a lot more hair therefore it needs more care and maintenance. As boots are recognized for having a great range of gift sets and boxes, The King of Shaves could produce more gift boxes to appeal to the gift markets for holidays such as Valentine’s Day and Christmas. This could also make the brand more recognizable if Boots were to display the gifts in new locations and not just in the men’s shaving isle.
The grooming market for men is vast growing and in today’s society it is acceptable for men to have an everyday grooming routine. This enables the opportunity for the brand to look into the future of the grooming market and expand its product portfolio. Threats Social changes in trends and society within the UK could cause a threat to the King of Shaves. If facial hair becomes a trend, product sales could drop due to peoples shaving routines changing. As the UK is becoming a much more multi-cultural country, cultural and religious factors may affect people’s grooming routines. Many religions and cultures do not allow you to remove facial hair therefore the King of Shaves cannot attract these consumers to use their products. Technology is constantly improving and within the shaving industry, products are constantly improving therefore competitors are constantly trying to come up with a new product which consumers have not seen before.
Appendix 5 PESTLE Analysis Political The extent of president intervention in the economy effects elements such as inflation and interest rates. If these areas were to change it could lead to a change in how much King of shaves ultimately gains from the international expansion. Integration of china into the WTO (world trade organisation) allows it to have further connections with other members and more influence in global trade and capital flows. As China still follows communist ideologies, a foreign corporation like King of Shaves may naturally worry, about the extent of government control on factors such as labour management and advertising. The host government may however efficiently help foreign companies in terms of customs handling and easing the availability of market information. When considering the corporate form of taxation, it may be beneficial to explore Chinese markets, as corporation tax is 1% less than the UK’s 26%. This means that King of Shaves may profit more from lower outgoing costs. Political decisions can affect trade and access to markets. With many businesses looking to expand in emerging markets such as china, eventually access will become stricter and regulations will be enforced to control this therefore the brand needs to consider the affect on the company. Economical By considering the business cycle, products which have reached a stage of saturation or decline, may not survive in the Chinese market. As China is the leading economy in the world in terms of GDP, they experience high economic growth, which proves favorable trading conditions and new business opportunities for a brand like King of Shaves. Certainty of economic growth provides security to firms and therefore creates confidence in planning for the future; however it can also lead to negative externalities such as increased pollution, congestion and other forms of harm to the environment. 58
When measuring the opportunity cost of spending rather than saving, King of Shaves should consider China’s high interest rate of 6.56%, (trading economics, 2011) which may result in lower consumption. This suggests that King of Shaves my need to develop their brand awareness and implement penetrating marketing strategies. King of Shaves needs to consider the fluctuation of exchange rates between the US Dollar and Yen to the British Pound and need to deploy business strategies which can respond to these changing exchange rates. Social One of the main factors to consider is the language barrier and cultural differences between China and the UK. According to the secondary research gathered, most business people can speak the English language however many are still learning. Therefore it is vital that King of shaves considers how the brand and its communication will translate to Chinese and if it will. The cultural differences regarding humour within marketing could pose a problem for the brand. They market themselves as not only having a unique concept but also appealing to their consumer needs by capturing their inner humour through viral campaigns online, and comical and informal language within communication. Whilst China follows an atheist religion with other many religions in the country, Confucius is a philosophy that they believe in and like to follow. It teaches about the respect for personal responsibility and obligation. It is still effective in Chinese business culture today. Within China respect is seen as an important aspect in terms of business and within families and relationships. They also value status and ranking which means in order for a relationship to form with other Chinese distribution corporations, the most important member of the group should lead the meetings in order for the concept to be taken seriously. Chinese prefer vague agreements, but have to come to accept contractual arrangements. (ethics centre, 2005)The characteristics of the Chinese demographic are different to those in the uk and are prone to change as the country develops, so in order to survive changes, the demographic must be constantly examined for example with opportunities to expand or extend products to suits the new tastes of consumers. The Chinese consumers appreciate westernized brands, which are trusted and respected all over the world. For men to use King of shaves as a shaving product it is important that the brand is established in the correct way in order for it to be successful. Technological “In less than 10 years China has gone from a net newcomer to the country with the world’s second-largest online population.” (BBC, 2005) By entering a new market of different cultural grounds, the brand will be exposed to expanding their promotional mix, which for china will be very different to that of the UK. This means time and labour costs to develop the perfect mix using the methods, which appeal to the Chinese market. With out successful use of technology in marketing the brand wouldn’t be able to survive in this growing market. King of shaves has created unique software in which they have developed their products from. It is important for the brand to constantly seek to develop this software through technological change to suit what consumer’s need in the new market. 59
Censoring the Internet in china removes the freedom of consumers and the ability to say and do whatever you like. This could prove to be a big problem for the brand as they focus most of their marketing online due to a limited marketing budget. Consideration for the approved social networking sights such as Renren instead of facebook which is rejected by the country. Legal Chinas legal system has been based on the confusian philosophy of social control and having morals. Trade marking and patenting products in china must be ensured in order for the product or idea is not repeated because this could potentially mean the brand pulls out from the county due to a lack of sales. The impact of legislation relating to business is important aspect to consider. Employment, consumer protection, environmental protection and health and safely must all be understood and abided by. The uses of certain ingredients are rejected by certain countries, for example Trickisane, an ingredient in one of the king of shaves products is rejected in most markets except the UK and in the US. This is also similar to SPF based products in Japan. The international trade restrictions and customs duties when importuning goods is another important factor for the brand to consider in the macro environment. Environmental China emits more CO2 than the US and Canada put together, with figures being up by 171% since the year 2000. (Guardian online, 2011) After the Beijing Olympics which they names the ‘Green Olympics’ the countries took more of an interest in the environment and its effects. However a feature of emerging markets is uncontrollable amounts of transportations, freight, and production in china. This will only get worse so it may King of Shaves could be a sustainable and environmental brand by controlling these factors. China is seen to concentrate on building its rise to economic power therefore environmental issues such as workers, pollution and c02 emissions have been less of a priority.
Appendix 6 Focus Group
To gain a deeper understanding of the Chinese customer and male grooming we conducted a focus group. We found the focus group using multi stage sampling to ensure we chose from a group of male Chinese participants, we then used random sampling within the group to gather our focus group. The relaxed conversational format gave a key understanding to how they shave, with honest and insightful responses.
brand electric shaver he used, which was Sony that he received as a present. When asked what it would take for him to want to change brands or purchase a different model, in terms of technology and advertising, he replied that the one he used did a good enough job which he was happy with. As electric shavers are more expensive, once purchased it is difficult to make consumers change their product. When we asked their opinions on facial hair, and what the attitudes to it in China were, they all agreed that they preferred to be personally clean shaven. Facial hair to our interviewers seemed to be hand in hand with social status. They referred to facial hair as looking ‘dirty’ and said those working in the service sector would be clean shaven as opposed to those with less official jobs. However, this opinion could be one-dimensional and limited as they were all middle to upper class. We then asked questions about advertising, which celebrities or sports stars they would be interested in seeing in an advert, what kind of adverts stood out to them and what their opinions were on King of Shaves entering the Chinese market. King Of Shaves recently used John Terry for one of their adverts so we asked our focus group whether they would prefer UK or Chinese celebrities. There was a mixed response, and in terms of Chinese celebrities, they suggested actor Danny Wu and basketball player Yao Ming. With UK celebrities we then asked if they would prefer sports stars and if so which ones. English footballers would be highly recognised in China as they are here according to our focus group. In terms of advertising, King Of Shaves is a relatively small company with less budgets than those of global scale. Their advertising approach is different, with viral videos referencing interests of their consumers with a playful, joking tone. We were interested in whether or not this type of marketing would translate well to the Chinese consumers, who are more impressed by technology and data like the advertising style of our competitors. Our focus group all suggested that an equal balance of both needed to be including, the King Of Shaves method of advertising would stand out amongst others, capturing the interest and attention of target consumers, as too much data can become boring and predictable.
Appendix 7 Questionnaire We are trying to find out about the Chinese shaving market and whether the King of Shaves brand would be able to enter this market and be successful. Your answers will help us to produce an entry and marketing strategy that will give King of Shaves the best opportunity for success. Thank you for taking the time to fill this questionnaire in. 1. How old are you? 14-20 21-29 30-39 40+ 2.
What region of China do you live in/ are you from?
The group consisted of four male international students from China between the ages of 18-20. Questions were asked regarding their shaving routines, what products they were interested in, and their opinions on certain advertising techniques and packaging.
3. What is your occupation? Full time employed Part time employed Unemployed Student Other
The three males who did shave, all shaved twice a week, with a preference for electric shavers. 18 year old Tim Lo started shaving two years ago, he was the only one who stated what
How many times do you shave in a week? 1-2 3-4 5+ Do you have a daily skin care routine? 61
No Yes If yes please explain..
What shaving brands do you use? Please write your answer below.
What makes you choose this brand? Please write your answer below.
8. Would you consider changing the shaving brand you use? Yes No 9.
What would make you change the brand you use? Please write your answer below.
10. Do you feel a brand marketed using British Heritage would be more successful? Yes No If yes why? 11. Are there any famous sports people/ influential Chinese people/ Olympic athletes that you feel would be a good ambassador of a shaving brand? Please write your answer below. 12. Have you heard of King of Shaves? Yes No 13. Which do you think would be most successful in advertising a shaving brand? Innovative and fun Functional and professional
This questionnaire produced thirty responses from male Chinese consumers. The majority age range of the responses was 21-29 with eighteen of the answers. There were also six responses from 14-20 year olds, this proved helpful for the research into the Chinese market as King of Shaves target consumer within in China will within this age range. When asked what area of China are you from/live in most responses were south and east China again fitting with the area King of Shaves should launch in, however there were 3 responses of Hong Kong. Although still helpful, they aren’t specifically Chinese consumers and so their tastes and opinions
Full time employment and student were the highest responses of people’s occupation, this will help research as the full time working consumer will be more likely to buy premium brand products and take care of themselves as we know that looking clean and shaven in the office is essential in China, their responses will be very valuable. The answers to how many times a week do you shave, proved optimistic. There is a misconception that shaving doesn’t really occur in China therefore it wouldn’t be the best idea for a shaving brand to enter this market, however these results show that not only do they shave they shave on a regular basis, meaning there is a market for King of Shaves to enter in China. The general response to, do you have a daily skincare routine? Was wash shave and moisturise, with a few responses using toner as well. This again is good for King of Shaves as it shows there is also a market for their skin care products as we can see that Chinese consumers like to take care of their skin. If they are willing to take the time out to do this routine daily they may also be happy to adopt new products into their routine. Agreeing with the competitor analysis the most popular shaving brand for Chinese consumers was Gillette, the market leaders in China. There were a number of responses that said they used electric shavers, a surprise in the Chinese market, it shows that if King of Shaves were to be successful they could launch their new electric shaver and have success with it. The reason for c onsumer’s choosing this brand seemed to be the price and value for money, King of Shaves will have to make sure that they competitively price their products to draw consumer’s to them. When asked if they would consider changing the shaving brand that they use the majority of consumers said yes, boding well for King of Shaves. With the right entry strategy they will be able to bring consumers over to their own brand away from the market leaders. It was an idea to use King of Shaves British heritage as a major marketing tool however this survey showed that this wasn’t a very good idea and wouldn’t really appeal to the Chinese consumer, with 26 out of the 30 people saying it wouldn’t make a difference to a brands appeal. This is the same response as the people from the focus group so it does give us a generalised response. The question, which do you think would be most successful in advertising a shaving brand? Produced a fairly even response, with sixteen people saying fun and innovative and fifteen saying functional and professional. This is good as it shows that King of Shaves fun and witty advertising strategies will be well received however it is essential that they still show the technologically advanced aspects of the products, as this is important in China.
The questionnaire was very useful as it aided certain aspects and decisions involved in the the report. It gave an insight into how Chinese consumers think and feel about their shaving hab-
its and the brands that are available to them. The results also complimented those from the focus group which made the results more valid and helpful. However to gain an even better insight into the Chinese consumer it would be neccessary to gain a larger sample size and be able to speak to more people currently living in China.
APPENDIX 9 China in the Olympics Over the past years, China has dominated the Olympics. China is one of the strongest countries competing in the games and continues to produce young sportsman and woman who are leading their team in winning hundreds of medals and beating world records in numerous events. China held 10.5% of all medals won during the Beijing Olympics in 2008 and triumphed winning 51 gold medals overall- the most gold medals won by any team that year. (Wikipedia, 2008) As a country, China believes that physical education and sport is a very important skill to have from a young age. In school, students failing to reach required physical standards are not allowed to go onto to higher schools whilst promising youths are scouted at schools and sent onto amateur sports schools to receive specialized training to educate and prepare them to compete at the highest level and lead China to winning medals. (Techno traits, 2008) Chinaâ€™s strongest sports are table tennis, badminton, gymnastics and field and track sports. With an estimated 300 million players, table tennis is the biggest amateur recreational sport in China today. (Techno traits, 2008)
APPENDIX 10 Visual merchandising Currently within King of Shaves packaging of products is kept simplistic with the use of the same branding label with varying colours to establish different ranges. With in the brands stockists, products are bulkily stacked one behind the other with the shaving gels as a best seller placed at the top followed by other products on other shelves. This straightforward merchandising helps consumers focus on the product themselves and their function and there is no additional King of Shaves branding to coincide with the products. When considering the visual merchandising within Chinese drug stores and supermarkets, it is important to remember the brand has a low consumer base whilst entering the market as a luxury brand. With this in mind a POS banner to be placed on shelves in front on the King of Shaves products has been created. Giving the brand a more prominent stance on shelves. The newly introduced charcoal range will also be presented in a King of Shaves product box also with in super markets and drugstores.
Minutes Date 24th october Place: Newton Time: 12:00 Members present: Lauren Mitchell, Fulya Naim, Jennie Phillips, Lizzie Schofield, Sohini Lakhani Discussion Points •Discussion of brief by all of group outlining key points and objectives. •Discussion of examples of work shown in seminar, briefly touching on the look of our report. •Discussion of report content as a group, Lauren had provided a written list of contents. •Debated which country in Asia to choose, Lauren and Fulya felt strongly for either India or China. After discussing key points for each and brief look at the cultures online the whole group agreed upon China. •Wrote questions to ask the King of Shaves representatives. Date of Next Meeting: Sunday 30th October 2011 Action points for next meeting •All group members will do there own research into King of Shaves and the Chinese market and culture, so that everyone has an understanding. •Minutes written by Lauren Mitchell
Discussion Points •Debate and discussion of content •Discussed brand essence and archetype •Divided content of rest of the report •Lauren emailed group a report on the Chinese market Allocated sections •Jennie: introduction to the market •Lauren : Market analysis & distribution •Fulya: Research on the Chinese consumer- write up of Focus group and Questionnaire •Jennie: key comparisons between Chinese and UK consumer •Sohini: PEST •Lizzie: Competitor analysis and Case study, Perceptual map
Date of next meeting: 3rd November 2011 Action Points for next meeting: •All group Write questions for focus group and questionnaire •Fulya Post questionnaire on NTU Chinese Society facebook wall •Sohini Agree place date and time with Focus group •UK research sections to be finished by Friday the 4th •Chinese research written by Monday the 7th •Minutes written by Lauren Mitchell
•Discussion of report content and creation of a contents/plan •Research into focus group – Lauren and Sohini found the NTU Chinese society •Contacted two of the Chinese Society Group leaders •Started to divide content of report to group members for further research
Date : 3rd November Place: Newton Time: 12:00 Members: Lauren Mitchell, Sohini Lakhani, Fulya Naim, Jennie Phillips, Lizzie Schofield
Date : 30th October Place: Starbucks Members: Lauren Mitchell, Sohini Lakhani, Fulya Naim, Jennie Phillips, Lizzie Schofield
Allocated Sections •Fulya: introduction to the brand/ history •Lizzie: Brand Essence, Archetypes, Brand Architecture •Lauren: UK’s Men’s Market, Market Share, Price •Fulya: Perceptual map, UK competitors •Sohini: current communication of king of Shaves, POS, VM, tone of voice •Jennie: UK target consumer, Pen Profile, SWOT Date of next meeting: Monday 31st October 2011 Action Points for next meeting •Write questions for focus group and questionnaire (BRITISH & CHINESE) in next meeting •Find Chinese participants for focus group (Monday) •Minutes written by Lauren Mitchell
Date : 31st October Place: Newton Time: 12:00 Members: Lauren Mitchell, Sohini Lakhani, Fulya Naim, Jennie Phillips, Lizzie Schofield
Discussion Points •Wrote questionnaire for focus group •Wrote questionnaire for online questionnaire participants •Agreed roles for when carrying out the focus group •Discussed how individual write ups where progressing •Started initial discussions of 4p’s •Brains stormed initial promotional ideas for the Chinese market- Technology based promotions Jennie thought of Olympics theme, •Discussed products to launch in china and possibility of new products specifically for the Chinese market •Discussed pricing in the Chinese market Date of next meeting: 7th November 2011 Action Points for next meeting: •All team members -Questionnaire to be sent out to both UK and Chinese participants •Focus group to be carried out the beginning of next week •Market entry sections to be written by 11th •Lizzie send out UK consumer questionnaire •Minutes written by Lauren Mitchell
Date : 7th November Place: Newton Time: 1:00 Members: Lauren Mitchell, Sohini Lakhani, Fulya Naim, Jennie Phillips, Lizzie Schofield Discussion Points •Conducted a focus group with 5 male members of the Chinese society •Recorded and wrote down findings •Analysed key points that were brought up by focus group •Checked online questionnaire for British consumer had been sent out •Discussed the 4’ps- covering promotion, place, price and product •Areas of the promotion strategy more deeply discussed, ideas generated alongside consideration to cultural differences Sections were split between group members to write up •Product •Price : Fulya •Place: Lizzie •Promotion and Communication: Lauren (& Jennie (Olypic idea) Date of next meeting: 10th November 2011 Action Points for next meeting: •Written analysis of focus groups and questionnaires •All report sections to be finished by Friday Date : 10th November Place: Newton Time: 12:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield Not present; Fulya Naim Discussion Points •Agreed writing style •Lauren explained her idea for strap line and promotion themes and ideas •Started putting the report together so that can be proof read and edited by all team members over the weekend •Agreed slideshow design and report style •Discussed any points sections that had not been written and handed out •Fulya been given an extension till Monday to finish all her sections Date of next meeting: 14th November 2011 Action Points for next meeting: •Lizzie to design slideshow basic look and take over write up of Price •Lauren to design report master pages •Jennie collect missing sections and put in to report and email to group •Jennie write up connection of Luxury and the consumer •Sohini to write up Methodology and design pen portrait •All team members read and mark the report •Minutes written by Lauren Mitchell
Date : 14th November Place: Newton Time: 1:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Not present; Fulya Naim
Discussion Points •Rang Fulya to email her sections over to be put in report •Jennie put the rest of the report together and printed for each member •Sohini discussed product with group •Lauren & Lizzie worked on slideshow Date of next meeting: 15th November 2011 Action Points for next meeting: •All group members to read report and note corrections etc that need changing •Lizzie and Jennie took over price and consumer sections •Minutes written by Lauren Mitchell Date : 15th November Place: Library/Jennie’s house Time: 12:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Fulya Naim Discussion Points •Lizzie and Lauren wrote the script for the slideshow •Sohini created the back of cue cards •Jennie made corrections to the report that Lauren had marked up on the printed copy Date of next meeting: 17th November 2011 Action Points for next meeting: •Lizzie to change script after feedback from tutorial •Lauren to create design for slides •Jenni to finish making corrections •Sohini and lizzie to make small changes to there sections based on information and advice from tutorial •Minutes written by Lauren Mitchell Date : 17th November Place: Newton Time: 11:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Not present; Fulya Naim Discussion Points •Rewrote the slideshow points on the slide to fit with new script •Reviewed team badges that Sohini had designed for the presentation •Discussed which logo to use on the slideshow as Lauren had used a different colour to the one Sohini had used on the cue cards •The script for the presentation was divided up amongst group members •Brief discussion of Visual Merchandising and logo, decided to have the Chinese for King of Shaves Britain under the logo •Jennie and group rewrote product section within the report so that it clearly stated what we were planning on launching within the Chinese market •Wrote an introduction to the section on Chinese consumers Date of next meeting: 18th November 2011 Action Points for next meeting:
•Lizzie to cut script so that it is within ten minutes and to email to all group members •Lauren to finish slideshow – perfecting design and look •Jennie to collect photos to send to Sohini for pen profiles and to write into to consumer segmentation •Sohini to make pen profiles •Minutes written by Lauren Mitchell Date :18 th November Place: Arkwright Time: 12:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Fulya Naim Discussion Points •Practiced presentation •Checked slideshow •Agreed plan agenda for tomorrow’s meeting •Printed Queue cards •Agreed to all wear black tomorrow for presentation Date of next meeting:21st November 2011 Action Points for next meeting: •Put anything missing from report together •Proof read report as a team and discuss any point and make changes straight away •Write literature review •Write summary/ conclusion •Collate bibliographies together •All to be done by end of the 22nd latest the 25th so that Lauren can do the report layout •Minutes written by Lauren Mitchell Date : 21st November Place: Arkwright Time: 1:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Fulya Naim Discussion Points •Put the final draft of the report together •Fulya finished her perceptual map and graphs for questionnaire •Wrote conclusion together Date of next meeting:24th November 2011 Action Points for next meeting: •All group members to read report and mark any corrections Date : 24th November Place: Library Time: 2:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Not present ;Fulya Naim Discussion Points •Lauren shared with group her copy of the report which she had cut down to meet word limit •Group shared thoughts on report and made final corrections •Chased up Fulya for her missing pen profile and questionnaire write up •Sohini showed her visual for pen profile which was discussed with group •Divided literature review to write
Action Points for next meeting: •Jennie to put Bibliography together •Sohini ordered references •Lizzie and Jennie took 2 pen profiles each to design •All members to write up literature review to be combined next week •Lauren design front cover •Lauren put appendix together •Lauren wrote up minutes Date : 28th November Place: Library Time: 1:30 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Not present :Fulya Naim Discussion Points •Pen profiles given to Sohini to ensure they have the same style and layout •Literature review put together and checked Date of next meeting: 30th November 2011 Action Points for next meeting: •Lauren to do the report layout; putting all text and images in •Sohini to finish literature review •Lizzie to make corrections to slideshow Date : 30th November Place: Library Time: 2:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Not present :Fulya Naim Discussion Points •Lauren showed group the report layout so far •Put literature review into report design •Revised slideshow script and slides to fit feedback Date of next meeting: 5th December 2011 Action Points for next meeting: •Lauren to give report to Lizzie for printing •Practice script for run through on Monday Date : 5th November Place: Library Time: 2:00 Members: Lauren Mitchell, Sohini Lakhani, Jennie Phillips, Lizzie Schofield, Not present :Fulya Naim Discussion Points •Practiced presentation •Report given to Lizzie for printing and binding Action Points for next meeting: Hand report in on the 9th December
Date of next meeting:28th November 2011 70