King of shaves by susiehull

Lauren Desborough N0306734 Eleanor Duthie N0300246 Susie Hull N0254475 Helena Jones N0267672 Mike Kim N0237267

CONTENTS 1. Introduction 1.1 Proposal 1.2 Why the Indian Market? 1.2.1 Chinese PEST 1.2.2 Indian PEST 1.2.3 Rationale for launching into India 1.3 SWOT of Indian Market 1.4 About King of Shaves 1.4.1 Brand Vision 1.4.2 Brand Objectives 1.4.3 Brand History 1.4.4 Brand Science 1.4.5 Brand Platform/Essence 1.4.6 Brand Position 2. Methodology 3. Results and Findings 3.1 Primary Research 3.1.1 Survey 3.1.2 Visit to Barbers 3.1.3 Interview with Indian males 3.2 Global Market Sensitivities 3.2.1 Cultural sensitivities 3.2.2 Consumer analysis 3.3 Competitors 3.3.1 Perceptual Maps 3.3.1. i UK 3.3.1.ii India 3.3.2 Gillette Competitor Profile 3.3.3 Super-Max Competitor Profile 3.3.4 Axe Competitor Profile 3.3.5 Lâ&#x20AC;&#x2122;Oreal India Competitor Profile 4. Discussion 4.1 Consumer Profile 4.1.1 UK 4.1.2 India

4.2 Market Entry Strategy 4.2.1 SWOT Analysis of King of Shaves launching into the Indian market 4.2.2 Distribution strategy 4.2.3 Exporting from the UK 4.2.4 Place 4.2.5 Product 4.2.5.i Selection and reasoning 4.2.5.ii Proposal of new King of Shaves product 4.2.6 Price 4.2.7 Promotion 4.2.7.i Packaging 4.2.7.ii Print Advertising 4.2.7.ii.a How to Shave Guide 4.2.7.ii.b Beard Wash Guide 4.2.7.iii Celebrity Endorsement 4.2.7.iv Online presence 4.2.7. iv.a Website 4.2.7. iv.b Social media 4.2.7 .iv.c YouTube 4.2.7.v Pop-up Barber 5. Conclusion and Recommendations 5.1 The Future 5.1.1 Future Timeline 5.2 Conclusion 6. Appendices 6.1 PEST Analysis of China 6.2 PEST Analysis of India 6.3 Survey to UK consumers 6.3.1 Questions 6.3.2 Results 6.4 Visit to Indian Barbers 6.5 Interview with Indian male students 6.6 New Product Packaging 6.7 How to Shave Guide 6.8 How to Wash Your Beard Guide 6.9 Website 7. Bibliography 8. References 9. List of Illustrations 10. Literature Review

IN TR O DU CT IO N

1. Introduction 1.1 Proposal

This report shows a research and communication strategy to launch the UK brand ‘King of Shaves’ into the Indian market, with the aim of increasing brand awareness and therefore sales. This report contains an in-depth analysis of the country, through research, that is proposed King of Shaves launch into, India. It contains market and competitor analysis as well as addressing consumer behaviour and cultural differences. It includes a clear understanding of King of Shaves’ brand essence in order to create an effective communication strategy. King of Shaves is a highly successful company in the UK, however the men’s grooming market has plateaued in recent years. King of Shaves is therefore seeking new markets to expand into in order to compete against corporate giants on a global scale and develop their business. The founder of the brand, Will King states “There is a strong trend in developing markets as people earn more money to want to look more groomed, a trend we need to capitalise on.” (Cave. A. 2011. Online)

1.2 Why the Indian Market?

PEST analysis’ were conducted in order to identify the benefits and restrictions that may be encountered when entering the Asian market.

1.2.1 China PEST

China’s average income rate and the quality of living is improving every year, (CIA, 2011. Online) which provides a good chance of success for international brands when entering the Chinese market. Brands and products that are imported into China are now recognised as being more appealing to Chinese consumers. Although many of the older generation are authoritarians and extremely conservative, they are becoming increasingly open-minded towards western lifestyles. (Qin.1993. Online) The younger generations are pursuing new experiences and are willing to experiment with new brand names. (CIA, 2011. Online) Also, increasing disposable incomes of Chinese consumers means that more money is being spent, especially on luxuries. (CIA, 2011. Online) Throughout the past decade, China has experienced rapid economic growth (FIG 2) and will soon overtake the US as the world’s leading superpower. (CIA, 2011. Online) Chinese males have the least facial hair amongst all racial groups, (Hair Growth, 2011. Online) and therefore King of Shaves would be faced with an obvious immediate disadvantage when entering the saturated shaving market. China also has numerous restrictions employed by the socialist government. The government is able to intervene in activities that occur, (Qin.1993. Online) and consequently King of Shaves would have to provide valuable benefits for society. Technological restrictions may also cause communication problems with YouTube and Facebook being banned, since both are believed to be anti-socialist, (CNN, 2001. Online) affecting King of Shaves’ advertising and marketing strategy. FIG 1

1.2.2 Indian PEST

FIG 2

India has a population of more than 1 billion people, presenting a tremendous market opportunity for King of Shaves. (CIA. 2011. Online) With increasing disposable incomes, the Indian market has seen the entry of leading Multi-National Companies. Democracy is within India’s political system, but as it is a federal republic, there is less control over the 28 states as there are different laws within each. (CIA. 2011. Online) India is a particularly diverse country with

FIG 3

various religions. Every one of India’s 28 states (FIG 3) is different in terms of language or dialect. (Halepete, 2011: 156) India is becoming more attractive to foreign investors as barriers to trade are lowered (The Economist. 2011. Online) and privatisation programmes are gradually reducing. High tariff levels may impact upon competitiveness initially, but tariffs remain on a downward trend. (CIA. 2011. Online) India has also been named ‘the manufacturing giant’ due to the low labour costs and relatively cheap infrastructure. (UKTI. 2011. Online) GDP growth slowed yet remained positive in Q2 2011, rising 7.7%, as the Indian economy was only minorly affected by the global financial crisis, with consumer confidence continuing to rise. (Trading Economics. 2011. Online) Economic growth for the last decade has grown an average of 8% per annum, with rates of 7.4% in 2009-10 and 8.5% in 2010-11. Inflation stands at 10.1%, however it is set to drop to 5.5% in 2012, which will encourage consumer spending. (Trading Economics. 2011. Online.) The biggest growth has been in the middle-income households, with a disposable income between US $10,000 and US $25,000, (GMID, 2011. Online) although there are still extremes of inequality where some of the population live on less than US $50 a month. (Maxim Levet. 2011. Online) This could raise ethical awareness when launching into this market. The Indian consumer is becoming more interested in spending money, especially on luxury goods, however they are still conscious of saving and want to spend their money wisely. (GMID. 2011. Online) Despite Internet usage being lower in India than in other countries, as over half the population do not have electricity, the technological market is growing. (GMID, 2011. Online.) Broadband is projected to grow and the rise of social media and e-commerce in King of Shaves’ target market will have a positive effect on the communication strategy. (GMID. 2011. Online) Transport systems in India are catering for more than 1.2 billion people, and the railway system is the biggest state owned public utility and 4th largest in the world. (Exportgov. 2011. Online) The government continues to attach high priority to improving Indias transport infrastructure. (Web World Bank. 2011. Online) FIG 4

1.2.3 Rationale for launching into India

The decision has been made for King of Shaves not to launch into China. Although there are factors that show that it has potential, numerous restrictions may cause difficulties for King of Shaves to successfully launch in China. Indias economy is set to grow, with consumers becoming more influenced by western cultures and trends. Consumers are becoming more aware of social media and e-commerce, creating a large opportunity for King of Shaves to exploit. The diversity of India is both a strength and a challenge with vast differences in regions and household incomes needing to be taken into consideration to ensure a successful brand launch into this market.

1.3 SWOT of the Indian Market

Strengths • 2nd largest population in the world at 1.21 billion, therefore a large potential market. • Although not India’s first language, English is used on product packaging and in marketing in India.

•

Has a booming economy which continues to grow at least 7% year on year, even through the 2009 financial crisis when the countries such as the UK and US when into a recession. • Stable government, political system run as a federal republic. Weaknesses • Population below poverty line, 37% - these citizens will be unable to afford any King of Shaves grooming product. • Families traditionally use homemade herbal products, which will be cheaper but may not be as affective. Opportunities • Population growth rate high, 1.34% per year. • Median age is 25, youngest in the developed world. The younger demographic is more likely to be inclined to try new products and is also becoming more conscious of their appearance. • 20-29 year old working population driving demand for consumer goods. • Urban population is growing (29.8% in 2009 to est. 40.8% in 2030) so more people will have access to retail outlets. • Rapid growth in the men’s skin sector which saw a 19% rise in sales value in 2010. • Rapid growth in men’s toiletry sector which saw a 41% rise in sales value in 2010. Threats • Gillette has lowered its price point to suit Indian market. • Market leaders are using cut-price strategies to lower the unit price, advertise the product and drive sales. • Gillette is already present in India and currently the market leader. All above information from (CIA. 2011. Online) & (GMID. 2011. Online)

1.4 About King of Shaves 1.4.1 Brand Vision King of Shaves’ brand vision is to launch into European and Asian countries and offer affordable quality goods to a vast amount of consumers. (Cave. A. 2011. Online)

1.4.2 Brand Objectives

King of Shaves ensures that men and women have freedom of choice. They are free to choose products that give the best shave, despite having a budget, as King of Shaves’ products are affordable and easily accessible.

‘Your Guarantee: Little, that delivers a lot!’ (King of Shaves. 2008. Online)

1.4.3 Brand History

King of Shaves was founded by Will King (FIG 5) in 1993 after he found shaving uncomfortable and suffered from shaving rash. He sought to find a solution to this issue, and created a shaving oil in his kitchen at home. Since then, King of Shaves has been competing against corporate giants to become the largest challenger shaving brand in the UK. King of Shaves now operates in the UK, the US, Australia and New Zealand, retailing its range of razors and grooming products. (Shave. 2011. Online.) FIG 5

1.4.4 Brand Science

Made in the UK, the ‘Azor’ razor combines shaving comfort with amazing performance. The unique flexible hinge incorporates “Bendology Technology” to allows the Endurium coated, super long-lasting blades to shave at optimum pressure against the skin. The large soft rubber ‘bumper’ helps to reduce the risk of unwanted nicks and lifts stubble for a smoother more comfortable shave. The ergonomically designed, lightweight handle also allows the most comfortable shave possible. (Shave. 2011. Online)

1.4.5 Brand Platform/Essence

Shaving comfort underpins every product and service King of Shaves offers. Emphasis is placed on technologies that prevent or minimise facial discomfort, such as cuts and razor burn, and products are formulated to prevent the drying of and damage to the skin. King of Shaves aims to listen to all consumers needs, valuing their feedback in order to help improve the service that their products provide.

FIG 6

1.4.6 Brand Positioning

King of Shaves position themselves in the middle market, offering high quality products to a wide range of consumers at an affordable price. They want to keep their target consumer consistent globally and to continue to be the top challenger brand, who cares not only about profit but also about offering products to consumers that function beautifully.

M ET HO DO LO G Y

2. Methodology

In order to ensure that this report contains information that is both factual and up to date, various research methods have been employed. Both primary and secondary research has been carried out to assist decisions made and provide a deeper insight into both King of Shaves as a brand and the global male grooming market. Primary research was carried out in the form of surveys, interviews and visits to barber shops. In addition to online research found on conventional websites, books, relevant films, reports and databases, such as Mintel and GMID, have been used to achieve a holistic view of subjects mentioned within this report.

RE SU LT S & FI ND IN G S

3. Results and Findings 3.1 Primary Research 3.1.1 Survey

A survey was conducted targeted towards UK males in order to be able to recognise key trends, gain an insight into the male grooming market and discover men’s views towards shaving, as well as to identify King of Shaves’ main competitors. 46 out of 53 males interviewed were between the ages of 15-25, the core target market for King of Shaves, of whom 65% used a safety razor and only 35% used an electric shaver, indicating that the safety razor is the most popular method of shaving amongst King of Shaves’ target market. The survey indicated that amongst the participants, facial hair removal methods are generally carried out between one and four times a week. Of the males surveyed, this provides an average weekly usage of when the King of Shaves products would be used. The questionnaire also highlighted that 64% of the males surveyed do not enjoy shaving; with 45% not feeling that brands educate them with enough information about how to get a great shave and how to use shaving products to their optimum potential. This results in the majority of males surveyed having a negative attitude towards shaving, with the opinion that it is time consuming and often painful, causing irritation to the skin. The grooming products that were identified to have the most usage on a regular basis were facial washes, shaving gels/foams, moisturiser and aftershave cologne. 39% of males surveyed stated that they were brand loyal towards male grooming brands, with Gillette being the most prominent brand mentioned. (See Appendix 6.3.1 and 6.3.2 for questions and results) Whilst these findings may be useful in providing an initial basic knowledge of the male grooming market it has been taken into consideration that the sample for the survey is not an accurate representation of the entire UK male grooming population. The survey, produced on surveymonkey.com, was distributed via Facebook. This narrows the diversity of the respondents, with all participants having to be friends with group members to be able to answer the questionnaire. It must be considered that many friends may have had similar experiences to members of the group and each other and they may have a similar income, therefore being able to afford the same products and have similar male grooming views and routines. Positively, one member of the group is a male from Korea who has lived in America for 12 years. He therefore can give a first hand opinion on male grooming, with some of his attitudes helping to support the results from the survey.

3.1.2 Visit to Barbers

In order to understand Indian males’ shaving regimes and to gain knowledge of the Indian target market, we visited two local Indian barbers in Nottingham. Firstly, we visited ‘Short Cut Mirpuri’ where they offer a cut-throat shave. We were informed that amongst Indian males it is usually the younger generation who tend to be clean shaven, whilst it is more common for the older men, both Hindu and Muslim aged 40+, to choose to grow a beard. This observation was reinforced by the second barber we visited, ‘Halabja Hairdresser’, who also offers a cut-throat shave. We were informed that there is not one particular facial hair style Indian males want; some males wish to be clean shaven, whereas others wish to have a pencil line around the face. Both barbers were of the opinion that the males who choose to be clean shaven have this attitude due to the latest trends. Both of the barbers we visited used Gillette products on their customers, highlighting that Gillette are King of Shaves’ largest competitor, especially in the UK male grooming market. It was also brought to our attention that in the opinion of the barbers, Indian males generally prefer natural based products and money is a big issue for this target consumer. These are issues that need to be considered by King of Shaves, particularly when pricing products and selecting products for the Indian market, as they need to appeal to the target consumer. (See Appendix 6.4 for transcript)

3.1.3 Interview

An interview with three young Indian male students was conducted in order to gain a greater knowledge of King of Shaves’ target market. From this, it was discovered that: • The younger generation are abandoning the traditional and conservative ways of living, with the majority of them following the latest trends, and taking more care regarding their personal appearance. • The Indian population are very price-conscious, and brands such as Gillette are very well known and commonly used for shaving products. • The Indian population are exposed to many different advertisements, however, adverts including iconic celebrities usually generate the best response. Therefore, promoting King of Shaves by using a popular celebrity would be effective when entering the Indian market. (See Appendix 6.5)

3.2 Global Market Sensitivities 3.2.1 Cultural sensitivities

Cultural differences need to be managed to ensure King of Shaves is successful in gaining market share

in India. It is important to consider the demographics of the current Indian population, especially in relation to religion, employment, wealth and lifestyle. Subcultures will also be taken into account when looking at the consumer profile with different social classes, religion and ages having an impact on attitudes towards male grooming. India is a BRIC country and has one of the fastest growing economies in the world, which has enabled rapid development in the country over the past 20 years. Infrastructure, education and therefore income has increased considerably, allowing many members of the population to work their way out of poverty. Over the next two decades India’s middle class is expected to grow from 5% to 40% of the population. (Mckinsey Global Institute. 2007. Online) The average yearly salary in India is 390,000 INR, approximately £4,835, and as the Indian economy continues to expand, this figure is set to rise. (GMID. 2011. Online) Disposable income, particularly amongst young adults is therefore on the up. Appearance and personal presentation is of high importance to Indian citizens and so an increasing proportion of disposable income is being spent on grooming products. (CIA. 2011. Online) India is the first country that King of Shaves will enter where English isn’t the primary language. Hindi is India’s first official language, and generally the mother tongue of its citizens. Despite this, English is the language used for national, political and commercial communications and is taught in schools across the country as to prepare pupils for the work environment. It is likely that the percentage of English speakers is considerably higher in urban areas compared to rural areas where children may be home schooled. (CIA. 2011. Online) As with other grooming brands in India, King of Shaves will therefore be able to use English on its packaging and in its communication strategies. With regards to religion, Hinduism accounts for 80.5% of the population, followed by Islam with 13.4% and Christianity with 2.3%. Within these religions there are no prohibitions of shaving or cutting hair. It is however, against the Sikh religion, practiced by 1.9% of the population, to cut hair. It is seen as being sinful for a man to shave, therefore razors and shaving products will not be purchased by this segment of the Indian population. (CIA. 2011.Online) Within Indian media, there is a mix of celebrities from the western world and celebrities from India. These celebrities consist mainly of sporting stars and singers, as well as actors and directors. Bollywood, the Indian film industry, is a major part of Indian culture. Bollywood productions (FIG 7), usually musicals, are an integral part of Indian life and actors can become overnight celebrities. Bollywood has the ability to influence trends in appearance amongst the population with the younger generations looking to Bollywood superstars for inspiration and replicating their look. (Chilli Breeze. 2011. Online) Product placement is also permitted in these films, and if carried out successfully can have a major impact on a brands image and help drive sales. Cricket (FIG 9) is India’s most popular sport and its players are viewed as major celebrities in India and often endorse brands. The Indian public is particularly receptive to this method of advertising due to the culture of admiring, and where possible, imitating the lifestyles of the celebrities.

FIG 7

FIG 8

FIG 9

3.2.2 Consumer analysis

UK Consumer Buying habits

Desired Skin Tone

Indian Consumer

Younger generation more likely to experiment with branded products and be influenced by peers recommendations. Older generation tend to be brand loyal after experimenting in their youth to find a brand that they favour. Healthy glow, tanned.

Fresh, pale skin.

Pale

Medium- dark.

Clean cut to stubble.

Clean cut to stubble for younger generation. Longer facial hair for older generation.

All of population, through local retail outlets & online.

Population in urban areas through retail outlets. Rural areas only stock necessities for example razors due to limited spending power of customers. Majority of brands have an online presence but are not available to purchase products.

Outlets for purchasing grooming Supermarkets and health & products beauty specialists. Brought on a weekly food shop or clothes shopping trip.

Independently owned grocery stores, within short walk of home, used by lower income citizens. Supermarkets used by middle income citizens.

Skin Tone Male Facial Hair Trends

Access to products

Grooming Product Packaging

Large bottle/tube for daily use, lasting 2-6 weeks. Happy to pay more for larger bottle as the consumer realizes they will benefit from economies of scale.

Specialised products for market. Anti-bacterial products for blemishes and acne, caused by hormones and poor diet.

Sachet or small bottle/tube lasting from 1 day to 1 week in grocery stores. Consumers are often unable to afford a larger size so opt for a smaller sizes. Large bottle/tube for daily use, lasting 2-6 weeks in supermarkets. Skin whitening products developed in response of the consumers desire for pale skin.

Situation of Grooming Market

Saturated. Branded products use name and specialized expertise to complete against retailers lower priced own brands. Product ranges are large and specialized for skin type and age group.

Growing with opportunities for new brands. Product ranges are simple and cater for masses.

Ingredient preferences

Increased desire for organic or products that donâ&#x20AC;&#x2122;t contain synthetic ingredients, parabins and triclosan which have been highlighted in the press as potentially harmful.

Herbal ingredients due to consumer belief in their efficiency.

(GMID. 2011. Online)

3.3 Competitors

In order to understand and exploit the Indian shaving market, King of Shaves must understand who their competitors will be in order to make an informed product selection. Most importantly, it has to be understood that King of Shaves will not only be competing with rival razor producing brands, but also brands that sell shaving creams and skincare products. In addition, King of Shaves will be competing with local suppliers of traditional, herbal, organic products that Indian men may have used for many years. In order to gain a complete understanding of the market that King of Shaves will be launching into, perceptual maps for both the UK and Indian Market have been produced to analyse where King of Shaves currently stands and any potential gaps in the market. Additionally, competitor analysis has also been carried out for two brands that sell razor blades in India, and two brands that supply skincare products for the Indian male.

3.3.1 Perceptual Maps of India and UK Markets

These perceptual maps show male grooming competitors in both the UK and India. Featured on these maps are not only shaving brands, but also skincare brands and supermarkets that manufacture their own related products. All of these brands have been considered and included due to the fact that they all operate within the same market; male grooming, and therefore are all competitors to King of Shaves. The brands have been placed according to whether they are ‘Shaving focused’, mainly providing products that are associated with and aid shaving, or ‘Skincare focused’, producing and placing more emphasis on skincare products such as moisturisers. It can be clearly seen that there is a large gap in both markets for King of Shaves to exploit by marketing products that produce both a great shave and care for consumers skin, at a mid-level price point.

3.3.1. i UK Perceptual map 3.3.1. ii India Perceptual map

FIG 10-20

3.3.2 Gillette Competitor Profile

FIG 17-25

Gillette is the world-leading brand providing safety razors, shaving gel/foam, deodorants, moisturisers and various other skincare products to both men and women around the world. Gillette has been owned by Procter & Gamble (P&G) since 2005 and constitutes 19% of Procter & Gamble’s stock. (Trefis, 2011. Online) The Gillette brand was originally owned by ‘The Gillette Company’, founded by King Camp Gillette in 1895, and introduced their first safety razor with a disposable blade in 1903. (Executive Shaving, 2011. Online) Gillette rapidly gained sales throughout the first half of the 20th century, many of which are attributed to their emphasis on how easy to use Gillette razors are, and how they can be used under any circumstances safely and comfortably. In addition, the US government issued Gillette razors to their entire armed forces throughout WWI, resulting in millions of men owning the Gillette razor and only having to replace the blades after the war. This created a reputation for reliability and a strong, loyal customer base. The Gillette brand has long been associated, via advertising, with sport and prominent sportsmen of the era. Gillette regularly has advertisements within the commercial breaks of big sporting events such as the Rugby League Four Nations, and sponsors stadiums, such as the Gillette stadium for the New England Patriots. Sportsmen whom Gillette have sponsored to represent their products include Roger Federer, Tiger Woods, Thierry Henry and Park Ji-Sung, who all embody the Gillette slogan of ‘The Best a Man can Get’. (Wikipedia, 2011. Online). Gillette products, distributed in India by C.G. Marketing (Hisaria, A. 2010. Online), currently have the strongest presence within the Indian Market, with Gillette India Ltd controlling a 31.5% share of the mens’ grooming market in 2010, (GMID. 2011. Online) being the largest shareholder of this market by a significant percentage, over 20% above its closest rival. With the Indian Men’s Shaving market estimated to be worth R.s 19,188.4 million in sales values by 2015, (GMID. 2011. Online) Gillette is expected to continue to gain and therefore profit from a large amount of these sales.

3.3.3 Super-Max Competitor Profile

Super-Max is an Indian brand, founded in 1949, owned by Vidyut Metallics Ltd, providing safety razors, aftershave and shaving foam, cream and gels to Indian Men. The Super-Max brand is currently the second largest manufacturer of razor blades in the world and their products are available across 5 continents in over 140 countries, retailing in supermarkets such as Wal-Mart. (Facebook, 2011. Online). Vidyut Metallics Ltd currently has a 7.5% share of the Mens Grooming market in India, the third largest company share of the market, behind Gillette and HLL. Whilst the Super-Max brand generally concentrates on the production of Mens razor blades,

the brand is currently developing a body care range for women. (Supermax World, 2011. Online)

3.3.4 Axe Competitor Profile

Axe is the largest selling male deodorant brand in India, launched in 1999, as part of the Hindustan Lever Ltd (HLL) group. (Hindustan Unilever Ltd, 2011. Online) Along with its largest selling product, deodorant, Axe also markets other products under the ‘Lynx Axe’ brand including shaving gel, shaving foam, scented body wash and aftershave cologne. Axe promotes its products with sex appeal, to the youth sector, claiming that by using their products, consumers will attract members of the opposite gender. ‘Lynx Axe’ applies this marketing policy throughout the majority of the 60 countries that it is available in, including India. Axe currently holds the largest percentage of brand shares within the mens grooming market in 2010, with 8%. (GMID, 2011. Online)

3.3.5 L’Oreal India Competitor Profile

L’Oréal is the worlds largest cosmetics manufacturer, with annual global sales for 2009 reaching over € 17.5 billion, (L’Oreal, 2011. Online), over € ‘2.4 billion ahead of its’ closest competitor, Unilever.’ (Funding Universe, 1994. Online.) L’Oréal also has the largest research and development budget in the world. The L’Oréal brand was founded in 1907 under the original name of Auréole, and provided hair salons with homemade chemical hair dyes for women in France. By 1912, Auréole had been replaced with the brand name L’Oréal and products were being sold throughout Europe and the world. (Funding Universe, 1994. Online.) L’Oréal India products are distributed through all available channels using technology and advertising as a means of communication. L’Oréal has a huge advertising budget, often recruiting celebrities to act as spokesmodels within their advertising campaigns. Prominent models used within the womens sector of the L’Oréal India Brand, include Bollywood and Hollywood actresses Sonam Kapoor, Aishwarya Rai and Freida Pinto, whilst Patrick Dempsey and Gerard Butler endorse the L’Oréal India mens range. L’Oréal is at the forefront of development, research and innovation with 674 patents filed in 2009 alone. (L’Oreal, 2011. Online) This constant product development highlights L’Oréal India’s commitment to achieving growth for the brand through new product launches and responding to the needs of the consumer.

DI SC US SI O N

4. Discussion 4.1 Consumer Profile 4.1.1 UK

The King of Shaves’ UK consumer is an appearance conscious male between the ages of 15 and 45, who takes pride in his appearance and doesn’t want to see shaving as a chore but merely a daily routine. He follows the latest trends and has an increasing interest in skin care. Shaving and looking well groomed is extremely important to the King of Shaves consumer, with his daily shaving routine being based around reducing the risk of skin irritation, such as razor burn, in order to constantly look his best. This results in him being willing to invest more time and money when choosing his shaving and skincare products, ensuring he purchases products that are suitable for him. He is an employed male, displaying a well-groomed appearance in order to make a good impression and portray confidence, especially in the workplace. (Mintel, 2011. Online) He is relatively brand conscious with brands such as Ralph Lauren, Paul Smith and Calvin Klein appearing in his wardrobe. He regularly reads Men’s Health magazine, educating him on ways in which he can fulfil his desire to look good. He owns the latest Apple technology, including a MacBook Pro, an iPhone and an iPad, which, when not in use, he keeps at his home in the suburbs. Who: 15-45 year old males. What: Facial skincare; razors, shaving gels, moisturiser, facial balm, serums and hybrid oils. When: As regularly as needed to achieve the desired look. Depending on genetics, most ‘King of Shaves’ men will shave at least 4 times per week. Where: At home. Why: To achieve a professional shave and to look well groomed.

FIG 26

4.1.2 India

The typical Indian King of Shaves consumer is a young, technology savvy, (GMID. 2011. Online) appearance conscious, social, 15 to 45 year old male, who takes pride in what he looks like and generally seeks to emulate a western lifestyle. He is a ‘man on the move’ and is strongly focused on career and social success. He displays a well-groomed and fashionable appearance, and experiments with products that claim to improve his aesthetics in order for him to achieve the look he wishes to portray. He “aspires to look cool, well groomed and well dressed, in line with the “global” trends.” (Majumdar, 2010: 187) The younger King of Shaves’ Indian consumer views shopping as a form of entertainment (GMID, 2011. Online) and his increasingly conscious choice of brands, along with his desire to emulate the western lifestyle, has resulted in purchases from Ralph Lauren, Tommy Hilfiger, Levis and sporting brands including Nike and Adidas. He is intelligent and confident when browsing the Internet and is aware of the latest websites. He uses his HTC smart phone to update his Facebook and Twitter accounts when he deems necessary. He is highly influenced by iconic celebrities with the latest cricketers on the Indian cricket team being his idols. Who: 15-45 year old males. What: Moisturiser SPF8 Protection, Men’s Antibacterial Face Wash, Azor 5 Sensitive System Razor, Azor S Sensitive Skin System Razor, AlphaGel Shave Gel Sensitive, Azor Shave Gel Cooling Menthol, Azor Hybrid Shave Oil and AlphaOil Shave Oil Cooling Menthol. When: Every day to up to 4 times a week. Skin care products will be used on a daily basis and the razor and accompanying shaving gels being used as many times per week as required. Where: At home. Why: To achieve the western lifestyle aesthetic.

FIG 27

4.2 Market Entry Strategy 4.2.1 SWOT Analysis King of Shaves launch into the Indian Market Strengths • Indian consumers are drawn to western brands as they are seen as being more advanced. • King of Shaves offers value compared to other competing brands for example, it has 5% Aloe Vera in • it’s shaving gel compared to competitors 0.05%. • Use of ‘King’ in the brand name generally has attractive connotations so won’t need to be altered. • Already has a solid product range, some of which can be directly launched into the Indian market with • no alteration, however new packaging will be required. • Already advertised at the first ever Indian Grand Prix, so the brand has already had exposure in India. Weaknesses • Lack of first hand knowledge of the Indian market and culture – may not be able to understand the motivations of an Indian consumer. • Lack of financial resources - King of Shaves will not be able to match marketing expenditure budget of market leaders Gillette. Opportunities • Opportunity to undercut competitors in terms of price strategy. Evidence shows Indian consumers favour lower priced products. • Opportunity to develop new product to meet consumer needs.Market value for men’s grooming products is expected to double in the next 4 years. Threats • Small company competing against corporate giants who have the ability to invest heavily in marketing their products. • Consumer may be brand loyal and will not be persuaded to sample a new brand. • King of Shaves may have to partner with a distributer to gain knowledge of the Indian market, and therefore has less control over the supply chain. All above information from (Shave. 2011. Online) & (GMID. 2011. Online)

4.2.2 Distribution Strategy

When launching into India, it is important for King of Shaves to enter the market with the most effective entry strategy in order to maximise the Indias potential. It is essential for King of Shaves to gain expertise and knowledge from an already established company, as India presents a vastly different retail environment to the UK. A foreign company planning to set up business operations in India may incorporate a company under the Companies Act, 1956, as a ‘Joint Venture’ or a ‘Wholly Owned Subsidiary’. (Seth Associates. 2011. Online) King of Shaves will enter the market through a Joint Venture with a company who are already familiar with or selling in the grooming market. This will be vastly beneficial to them, as the foreign partner will have local expertise and knowledge. This company will already have active distribution channels. This will also coincide with employing an Indian PR agency that will have local expertise and knowledge in order to represent the King of Shaves brand effectively. This results in King of Shaves’ market entry being less risky, as they are not entering the market alone; however, in return for this help and expertise, King of Shaves will have to concede some control of the brand. When launching through a Joint Venture, the key issues that need to be considered are ownership, control, the length of agreement, pricing, technology transfer, the local firm’s capabilities and the government’s intentions. (India Briefing, 2011. Online)

4.2.3 Exporting from the UK

When launching into India, various political and economic indicators have been outlined in the PEST analysis (Appendix 6.2 that will have an effect on the distribution method, exporting from the UK, that King of Shaves will enter with. Exporting products is the traditional and most well-established method of operating in foreign markets and gives a brand the opportunity to study the overseas market before investing fully. (FAO. 2011. Online) Indian import tariffs on cosmetics have been significantly reduced over the last several years. (Export Gov. 2011. Online)

As Indian consumers are more likely to be interested in a desirable British brand with ‘English Heritage’, (Delolitte Research. 2007. Online) exporting products will present King of Shaves with an advantage.

4.2.4 Place

King of Shaves will be sold in the Tier I cities, metropolitan areas with the best infrastructure, including; • Bangalore • Mumbai • New Delhi Mumbai and New Delhi have populations of 16.5million and 13million inhabitants respectively, (India Online, 2011. Online) and these cities also have the largest organised retail markets. This tier has a concentrated segment of upper class consumers, and the standard of living in these cities is generally high. (Halepete, 2011 :155) King of Shaves will also sell products in some Tier II cities such as Hyderabad, Chennai, Pune, Noida and Gurgoan. Whilst these cities are still slightly behind in terms of infrastructure development, (Halepete, 2011 :164), upper class consumers with large disposable incomes still live in some of these cities, including Noida and Gurgoan. The large disposable income of these consumers allows them to purchase goods from high-end luxury stores. The modern retail format is presented only in Tier I and in some Tier II cities throughout India, however such stores are expected to grow at a very fast pace across during 2020. Malls currently comprise 90% of the total of future retail development in India. To gain maximum awareness and distribute most effectively King of Shaves will sell their products in retail environments that a vast amount of consumers are aware of. King of Shaves will be sold in supermarkets, hypermarkets and department stores such as HyperCity, Apna Bazaar, Big Bazaar, Spencers, Lifestyle (FIG 28) and Shoppers Stop.

4.2.5 Product 4.2.5. i Selection and Reasoning

In order to ensure that the relevant products are being launched into the Indian market, it is necessary to identify what competitors are currently selling and recognise any adaptations they have made in order to meet the needs of the Indian consumer. When comparing Gillette Indias products to the current King of Shaves range sold in the UK, it is evident that there are some similar product attributes. Gillette India currently offers a limited range of products, with their main focus on supplying razors and shave gel and foam to the Indian market. The majority of their products also cater towards males with sensitive skin. ‘Gillette Series Sensitive Skin Gel’ and ‘Fusion HydraGel Pure and Sensitive Shave Gel’ contain lubricating ingredients formulated for sensitive skin, alongside natural ingredients such as Aloe. By including these ingredients, Gillette aims to leave skin feeling revitalized. (Gillette. Online, 2011) King of Shaves’ products contain ingredients that help to protect, moisturise and lubricate the skin whilst shaving, such as Aloe, leaving the face feeling smooth. (King of Shaves Direct. Online. 2011) Both the ‘AlphaGel Shave Gel Sensitive’ and the ‘Azor Hybrid Shave Oil with Cooling Menthol’ are dermatologically tested with unfragranced ingredients. From researching competitors’ products and consumer demand in India, the following products have been selected to be transferred into the Indian market; 1 Moisturiser SPF8 Protection 2 Men’s Antibacterial Face Wash 3 Azor 5 Sensitive System Razor and Replacement Cartridges 4 Azor S Sensitive Skin System Razor and Replacement Cartridges 5 AlphaGel Shave Gel Sensitive 6 Azor Shave Gel Cooling Menthol 7 Azor Hybrid Shave Oil 8 AlphaOil Shave Oil Cooling Menthol These products have been selected in response to primary research, which concluded that Indian males generally prefer natural based products. (See Appendix 6.4)

FIG 28

Indian males have recently been made aware of ‘How to Shave with Olive Oil’, because of an article featured in an online Indian magazine, ‘MensXP’. (MensXP. 2011. Online). This could potentially benefit King of Shaves’ sales, as shave oils are a prominent product within the King of Shaves product range. Although some Indian males believe that fair skin increases their social acceptance and equates to

superiority and power (GMID, 2011. Online), King of Shaves will not be incorporating a product that lightens skin into the Indian range, despite being potentially a lucrative opportunity. Instead, King of Shaves will continue to offer products that allow males to achieve a clean cut shave, that will in turn give their consumers the appearance of lighter skin, rather than a shadow of stubble. By refusing to produce products that could potentially harm consumers’ skin, King of Shaves is accepting corporate responsibility, whilst understanding this trend and promoting their products as a healthy alternative.

4.2.5. ii Proposal of new ‘King of Shaves’ product Primary research highlighted that, amongst Indian males, a large percentage of men choose to grow their beards after the age of 40 (See Appendix 6.4). From this, we propose that King of Shaves incorporate a beard wash product into their Indian range. This product is formulated for Indian males who don’t aspire to be clean-shaven, but still understand the importance of facial cleanliness, allowing them to wash their beards with a product that won’t irritate even the most sensitive skin. This product extension allows King of Shaves to increase their consumer base by expanding into other areas of the male grooming market. This will enable them to cater to the consumers that don’t shave, such as males of the Sikh religion. This allows King of Shaves to target a wide range of consumers, taking into consideration cultural sensitivities.

PRODUCT NAME Moisturiser SPF8 Protection

Men’s Antibacterial Face Wash

Azor 5 Sensitive System Razor (with accompanying replacement cartridges) Azor S Sensitive Skin System Razor (with accompanying replacement cartridges)

PRODUCT ATTRIBUTES

The King of Shaves moisturiser includes SPF8 protection, ideal for Indian males due to the humid climate and high exposure to the sun they are exposed to (GMID, 2011. Online). The dermatologically tested and unfragranced moisturiser contains a non-greasy formula that protects and conditions skin leaving it supple and smooth. King of Shaves ‘Men’s Antibacterial Face Wash’ has a gentle antibacterial cleansing element that helps fight spot causing bacteria without removing natural oils from the skin. The soap free formulation is dermatologically tested and unfragranced making it an ideal face wash for sensitive skin. The ‘Azor 5 Sensitive Skin System Razor’ is designed specifically for sensitive skin. It includes ‘bendology technology’ providing a close and comfortable shave. The razor has a larger, softer ‘beard bumper’ that lifts stubble during a shave in order to reduce the risk of cuts and irritation. The 5 ‘endurium nano’ coated blades are designed to last longer, reducing costs. The ‘Azor S Sensitive Skin System Razor’ has been designed for males with sensitive skin. Like the ‘Azor 5’ it also includes ‘bendology technology’ which inevitably gives a comfortable and smooth shave. The razor is accompanied by four long-lasting endurium coated blades.

AlphaGel Shave Gel Sensitive

King of Shaves ‘AlphaGel Shave Gel Sensitive’ protects, moisturises and lubricates the skin throughout a shave leaving the face feeling smooth and moisturised. The shave gel is dermatologically tested, unfragranced and ideal for those with sensitive skin. The transparent low foam formula is ideal for shaping facial hair and ultimately avoiding problem areas.

Azor Shave Gel Cooling Menthol

The ‘Azor Shaving Gel Cooling Menthol’ is the perfect preparation product with particles in the gel lubricating the skin during a shave being the ideal product to achieve the optimum shave. The refreshing cooling menthol gel is ideal for sensitive skin being an unfragranced, paraben free product.

Azor Hybrid Shave Oil

AlphaOil Shave Oil Cooling Menthol

Beard Wash

PACKAGING

King of Shaves ‘Azor Hybrid Shave Oil’ contains skin conditioning properties alongside a cooling menthol leaving the face feeling smooth, supple and moisturised. The shave oil allows for a premium razor experience and being dermatologically tested and unfragranced the oil is ideal for sensitive skin. King of Shaves ‘AlphaOil Shave Oil with cooling menthol’ protects, moisturises and lubricates skin during a shave leaving the face feeling smooth and moisturised. The dermatologically tested and unfragranced shave oil is an ideal product for sensitive skin especially due to the clear formula allowing an accurate and pain free shave. The King of Shaves ‘Beard Wash’ product allows males who wish to grow a beard the opportunity to keep their facial hair clean, fresh and revitalised. The deep cleansing beard wash product is ideal for sensitive skin leaving a long-lasting refreshing feeling.

4.2.6 Price

When launching products into the Indian market, pricing needs to be considered, taking into account products King of Shaves offers compared to competitors pricing. When pricing products, King of Shaves needs to consider that an extra expense will have to be added, due to export costs. Products also need to be priced sensitively to the exchange rate of the Indian Rupee, and take into account the average disposable income of the Indian consumer King of Shaves will be targeting. When looking at competitor pricing of razors in the UK (Boots, 2011. Online) (Sainsbury’s, 2011. Online) it is apparent that King of Shaves is positioned in the middle of the market; Gillette - £6.99 - £12.99 Wilkinson’s Sword - £5.86 - £9.19 King of Shaves - £5.10 - £6. 99 Sainsbury’s Own Brand - £4.98 BIC disposable - £ 2.15 Boots Own Brand - £1.15 King of Shaves is also priced in the middle of the market for their shaving gel; 100ml L’Oreal - £2.55 Gillette - £2.04 Nivea - £1.75 Bulldog - £1.99 King of Shaves - £1.91 Palmolive - £0.95 Sainsbury’s - £0.29 It is important, particularly when analysing competitors in India, to identify where they have positioned themselves in the market regarding price. Gillette’s razors range from R.s. 116- 39 (Good Life. 2011. Online) (Violet Bag. 2011. Online). SuperMax razors retail at R.s. 160 (Amazon, 2011. Online) Face wash competitor prices in India vary significantly depending on brand name, from R.s 194 to R.s 75. Face wash • Nivea for Men advanced whitening cell repair face wash 100ml- R.s 194 • Garnier Men Oil Clear Face Wash R.s 140 • Garnier Men Power Light Facewash – R.s 135 • Gillette Men’s Foaming Wash 150ml- R.s 185 • Vaseline Men Whitening Facewash- R.s 75 Gillette’s 150ml facial wash is priced at R.s. 185 and therefore King of Shaves 100ml facial wash will be priced between R.s 85 – 100, to undercut the market leader. As there are limited similar products on the market to

compare product pricing to, the beard wash will be priced similarly to King of Shaves facial washes. This allows the new beard wash product to be accessible to consumers and encourages spending.

4.2.7 Promotion 4.2.7.i Packaging

As a majority of local Indian supermarkets display their products in a disorganised fashion, with many incohesive sections, (Researchers World, 2001. Online) King of Shaves will seize the launch into the Indian market as an opportunity to re-design their product packaging. This will ensure that products stand out from other competing brands when displayed on the shelf. The re-designed packaging (Appendix 6.6) is uses the current anti-bacterial range packaging, that King of Shaves retails in the UK, as a template. A colour palette has been formulated and packaging has been designed with this palette in mind. (See below). Each SKU will have a different coloured chevron on a black background to differentiate the products, and a corresponding ‘Prime’, ‘Shave’ ‘Protect’ hexagon to ease selection of the products required by the consumer. The chevron has been kept as a key feature throughout the King of Shaves packaging, as it is a prominent symbol throughout all new brand imagery and promotional material. The chevron can also symbolise that King of Shaves’ products are for a man on the move, who lives an out-going, fast paced lifestyle. Packaging containing smaller measures of product will continue to be used, 100ml, as in the UK, as Indian consumers are often unable to afford vast quantities of goods.

4.2.7.ii Print Advertising

Due to the cost of print advertising, particularly taking into account India’s vast size at 3.29 million sq. km, (State, 2011. Online), it can be said to be impractical to implement a large scale billboard campaign throughout the country. In Mumbai alone, the cost of one billboard starts at 14 lakh (Shah. G, 2009. Online), roughly R.s 1,400,000, approximately £17,350 per month (Exchange Rate, 2011. Online). This method of advertising can be deemed excessively expensive, for the size of King of Shaves as a business, and the funds available for advertising and exposure. In addition, current trends regarding billboards include companies purchasing and advertising over clusters of boards to create ‘a story’ and a larger presence for their brands at key points around major cities. (Shah. G, 2009. Online)

When contemplating print advertising campaigns, magazines have also been taken into consideration as a means of communication. Whilst Mens Fashion Magazines, such as Indian GQ, have high circulation figures of 30,000+ copies, (Himanshu. 2010. Online) high respectability, and are distributed ‘in over 40 locations across India’, (Gallagher. R. 2008. Online) they can be extremely costly to advertise in. In addition, large scale advertising campaigns do not necessarily produce instant results; the notion that ‘If a person has watched my ad –> He/she is more likely to buy the product’ (Himanshu. 2010. Online) is overly simplistic. In reality, rather than just have a high awareness of a product, a consumer has to have a need or want and form an emotional attachment with a product in order to make a purchase. Therefore, there is no real way to measure the ROI of an advertisement; there are too many other factors and complicated emotional attachments related to making purchases. Due to this, it has been deemed far more practical to advertise and create awareness of King of Shaves with cheaper methods of advertising, rather than potentially waste huge amounts of money. These methods include a ‘How to Shave guide’, a ‘How to Wash your Beard guide’, pop-up barber shops and the use of social media outlets including YouTube, Twitter and Facebook.

4.2.7.ii.a How to Shave Guide

By designing and producing a ‘How to Shave’ guide, (Appendix 6.7) which folds up neatly, King of Shaves ensures that they can connect with the maximum amount of people, in a far more personal way. This method is cost effective, with 100,000 A4 leaflets being able to be produced in the UK for only £1,395 (Circle Leaflet Printing, 2011. Online). This guide will be available and given away from every point of retail for King of Shaves, as well as with every purchase made. The ‘How to Shave’ guide contains King of Shaves’ recommendations about which products to use, how to use them and when to use them in order to achieve the optimum shave. As 45% of men do not feel educated enough about shaving and approximately a quarter said that shaving was uncomfortable or painful, (Appendix 6.3.2) this shaving guide is desperately needed, in order to educate men and ensure that their experience of shaving becomes far more enjoyable. The guide also acts as a business card, featuring various social media website logos where King of Shaves has a presence. This potentially drives traffic to the Twitter, Facebook and YouTube pages, which will feature innovative viral marketing campaigns and potential links for discounted products.

FIG 29

4.2.7.ii.b Beard Wash Guide

In order to target a larger consumer base, there will also be a leaflet available explaining â&#x20AC;&#x2DC;How to Wash your Beard.â&#x20AC;&#x2122; (Appendix 6.8) This accompanies the launch of the new beard wash product. (See section 4.2.2) It includes a step-by-step guide on how to most effectively wash your beard whilst protecting sensitive skin. It includes Facebook, Twitter and YouTube symbols in order to drive traffic to these sites. FIG 30

4.2.7. iv Online Presence

As Indiaâ&#x20AC;&#x2122;s economy continues to grow, so does technology and Internet usage. There are currently 121million Internet users in India, making it the 3rd biggest Internet consumer globally, behind China and the United States, (GMID. 2011. Online) with approximately 6 million new users each month. Wages are increasing, and families are now saving money in order to buy a computer and broadband Internet packages. Furthermore android mobiles are increasing in popularity as phone retailers compete to sign up new customers. (GMID. 2011. Online)

4.2.7. iv. a Website

Many Indian retail brands do not sell online due to the lack of consumer confidence in e-commerce in the past. (Sometime. 2011. Online) However, with growing internet usage, Indians are starting to become more interested in the benefits that e-commerce provides. Therefore, an Indian King of Shaves website has been created, (Appendix 6.9) individually catering towards Indian consumers, rather than all global consumers, similarly to the Australian King of Shaves website. The website was created for the Indian market specifically to maximize brand exposure. The layout follows a simple and clean-cut design for an edgy tone of voice. Excess links and advertisements have been minimized to reduce possible confusion for shopping convenience. The website layout uses a mono-chrome colour palette to contrast against the colourful product packaging, allowing the products to stand out. YouTube, Facebook, and Twitter links have been added to the website to drive traffic to these social media outlets, further promoting the King of Shaves brand.

4.2.7.iii Celebrity Endorsement

Brands operating in India often have a celebrity to endorse their products, as consumers idolise icons and are receptive to this type of marketing. For King of Shaves, it is essential to employ a relevant celebrity for the target audience, of 15-45 year old males, to connect with. Therefore, the Indian cricket player Virat Kohli was selected. He is young, successful and popular amongst this age group, making him ideal for the brand. As most celebrities in India are ambassadors for a number of brands, Virat Kohli has previously been the face of motor company, TVS, and Herbalife, a company selling health products. (Times of India. 2011. Online.) Taking into consideration that his recent endorsements have not included a male grooming brand, his current reputation in India and obviously, appearance, it can be said that Virat Kohli would be an ideal celebrity to endorse King of Shaves.

FIG 31

4.2.7. iv. b Social Media

Social media could be a key marketing channel for King of Shaves, as to specifically connect with current customers and attract new customers to the brand. 38million Internet users in India have a Facebook profile and of these, 46% are 18-24 years old. (Social

Bakers. 2011. Online) The current most followed Facebook page is MTV India, which is updated hourly with MTV news such as programme information, interviews, general news, new YouTube videos and inspirational quotes. (Socialbakers. 2011. Online) A King of Shaves Facebook page could be created, specifically for the Indian market, to build brand awareness and loyalty. Traffic will be driven to the page by placing the Facebook logo on all King of Shaves’ promotional material, including the website, ‘How to Shave Guide’ and ‘How to Wash your Beard Guide’. To gain access to the site, consumers will be required to subscribe or ‘like’ the page and they will be encouraged to do this by being offered exclusive access to competitions and advertising material. 16million people living in India have a presence on Twitter, therefore marketing material will also highlight King of Shaves’ presence on Twitter in order to drive traffic to Will King’s account. (Inbound Marketing. 2011. Online) A separate account for Indian consumers will not be created, as the main aim of Twitter is to act as a portal for consumers to connect with the brand.

to different loactions. Pop-up shops are less costly than permanent stores and are on trend, bringing the services and products to the people rather than viceversa. When conducting secondary research, the trend of visiting a barber is one that has become particularly prominent over the past couple of years. For example, the traditional high class heritage aesthetic of a barber shop has been seen in a lot of department stores, for example, ‘The Refinery’ in Harrods and ‘Murdock’ in Liberty (FIG 32), which are both grooming emporiums for men. By combining this concept of a ‘grooming emporium’ with the traditional barber shop format in India, King of Shaves could exploit this trend to promote their products. FIG 32

4.2.7 iv. c YouTube

YouTube advertising is a major part of King of Shaves’ UK brand identity and therefore would be used heavily as part of the communication strategy in India. Videos specifically targeting the Indian consumer can be produced to create interest in the brand and to act as a platform to promote King of Shaves’ innovative and fun brand personality. One potential idea for a promotional YouTube video could be to create a spin off of a film to advertise King of Shaves, as was done with the adaption of the King’s Speech for the UK Market. One film in particular that could be adapted is ‘RA One’. Currently a huge success in India, this film, released in October, is well on track to becoming the highest grossing Bollywood film of all time. Crucially this action blockbuster is aimed at the exact customer base that King of Shaves is targeting, young males. (Hollywood Reporter. 2011. Online) New YouTube videos marketing King of Shaves should be added regularly to retain and gain interest in the brand. In the near future, the UK’s King Of Shaves ‘Movie Kingdom’ should also be adapted for the Indian market. The movie review show could review recent Bollywood releases and post the video on the Indian King of Shaves website and Facebook page.

4.2.7.v Pop-up Barber 32

King of Shaves could incorporate a small pop-up shop into their promotional strategy that is easy to move

FIG 33

Indiaâ&#x20AC;&#x2122;s travel and tourism industry is booming and Indiaâ&#x20AC;&#x2122;s airport network efficiently caters to the millions of travellers and tourists coming to visit the country. India has more than 20 international airports and several domestic airports. (Mapsofindia.2011.Online) The important airports (FIG 34) in India include Indira Gandhi International Airport of New Delhi, Chattrapati Shivaji International Airport of Mumbai, Begumpet Airport of Hyderabad, Calicut International Airport of Calicut and Chennai International Airport of Chennai. (Maps of India.2011.Online)

FIG 34

The pop-up barber shops could be located in large Indian airports, in departures, and could offer shaving services as well as the chance to buy a King of Shaves travel bag with all the essential products. These pop-up barber shops would create awareness of the King of Shaves brand, and give customers an opportunity to try the products. Pop-up shops also create a positive, excitable atmosphere, a buzz and will spread the word about the King of Shaves brand via word of mouth. The consumers that King of Shaves will be targeting will have a high enough disposable income to be able to afford to fly to other countries, therefore will have a high enough disposable income to purchase King of Shaves products, either from the country they are visiting that may sell King of Shaves, or from India once they return. Using the theme of traditional British heritage, the pop-up shop will follow this style, fitting in with the King of Shaves brand.

RE C O CO N C M LU M EN SIO DA N TI & O NS

5. Conclusion and Recommendations 5.1 The Future

The following launches could potentially be considered in the future, once King of Shaves has a well established presence in the Indian male grooming market, to help King of Shaves to expand their target market further. To accompany the launch of the new beard wash product, the King of Shaves ‘Kings’ range could be considered to be launched into India too. This would increase the King of Shaves consumer base and target younger males. Young males are a growing demographic in India, with the total number of teens (13-19 years old) increasing by 4.3% between 2005 and 2009. (GMID. 2011. Online) This demographic may not necessarily need to shave yet but still understand the importance of maintaining a positive appearance. The range would include products such as; face wash, face balm, anti-perspirant deodorant, hair and body wash, hair cream, hair wax, hair gel, shower gel and body spray. Future marketing could include adapting King of Shaves’ UK’s ‘Movie Kingdom’ film review show to the Indian market by reviewing new Bollywood releases. With the increased use of android phones in India, King of Shaves could also look into creating a mobile phone application to entice consumers, further creating brand awareness. A future strategy of manufacturing in India could be considered if King of Shaves was to become an established brand in other Asian countries. Low labour costs combined with India’s location and manufacturing expertise could prove financially beneficial to the brand, as it could be a center distributor for all of its Asian markets.

5.1.1 Future Timeline

5.2 Conclusion

India is a rapidly developing country and is currently seeing fast growth in the male grooming sector. Despite this extreme growth, the male grooming market is yet to be fully exploited, as currently only basic ranges of razors and male skin care products are on offer. When launching into any new market, research into the culture of the country is vital as it highlights any differences that may affect sales as well as any opportunities for new product development. When researching Indias points of differences, language, religion and consumer buying behaviour were considered. Market research also identified that men often find shaving an uncomfortable experience therefore a ‘How to Shave’ guide was developed in order to advise consumers on how to achieve the optimum shave, whilst acting as a promotional tool for King of Shaves. Market research was also useful, being the basis for the product development of a beard wash, created to target the older generation who tend to grow their beards. In a country with a population as large as India’s it is important to choose the correct marketing method which would be cost effective and reach not only the maximum audience but also specifically target the King of Shaves consumer, 15-45 year old males. Viral marketing is relatively low cost compared to print advertising with social media sites such as Facebook and Twitter being selected to create brand awareness. YouTube is currently a major part of King of Shaves’ marketing strategy in the UK and US and would also be used to market King of Shaves in India. With confidence in e-commerce growing in India it is important to have a website to satisfy the needs of the online generation. A King of Shaves India website was specifically designed for the Indian market allowing consumers to purchase King of Shaves’ products online. To conclude, as factors outlined throughout this report show, King of Shaves could successfully launch their brand into the Indian market through a variety of different mediums. The demand for male grooming products, that provide an optimum shave at a competitive price is high, particularly in the cost conscious Indian market. By positioning itself as reputable shaving brand, King of Shaves could exploit a lucrative marketing opportunity, particularly by marketing through social media outlets at minimum cost and maximum exposure. By retailing online, King of Shaves can reach consumers that other shaving brands cannot, particularly as many members of the population now have larger disposable income to purchase a computer, and more emphasis is being placed on e-commerce throughout the world. If marketed correctly, King of Shaves could be seen as being the most innovative brand in the market. King of Shaves should maintain the formula that works so well in the UK, transferring its fun and light-hearted brand personality to the Indian market to have the best chance of success.

Word Count: 10,072

AP PE ND IC ES

6. Appendices 6.1 PEST Analysis of China Political •

China is known for its vast territory and population.

•

China has a population more than 1.3 billion.

•

It is the second largest country by land area, and the most fast-growing nation in the world.

•

China runs on a constitutional system that is based on the socialist / communist beliefs. This causes governmental powers to be extremely stable and strong over the nation. The government possesses sole power over all activities that occur in the country.

•

Since the open-door policy has been applied in 1949, China’s economy has been constantly growing

•

In the recent years China has been developing rapidly and is becoming a potential threat as well as a benefit for brands that exist around the world. From 2001 to

•

2010, China’s GDP growth was 10.5%, and is predicted to grow another 9.5% between 2011 and 2015. China’s GDP growth was equivalent to all of the G7 countries’ growth rate combined together.

Economical •

In 2010, China’s inward FDI was 106 billion dollars, showing a 16% growth over 2009.

•

The middle-class population was estimated to be more than 100 million in 2011, with people’s average annual income being at least 17,000 U.S. dollars.

•

The RMB growth rate is marking 16.8% annually, and is the second largest consumer of luxury products, sharing 27.5% in the global sector.

•

The rapidly growing economy has led a significant increase to the standards of living for Chinese citizens, resulting in further development in the economy as well as in the global business market.

•

A majority of the Chinese populations income are increasing moving them into the middle market sector.

Social •

Brand were restricted to enter the market due to governmental regulations.

•

Due to rapid economic growth and cheap labour costs, China joined the World Trade Organisation in 2001 and is adapting to the supermaketization of the industry allowing international businesses to enter the local market.

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China are running on the communist constitutional system which provide power over the businesses. Entering the Chinese market indicates that the business must benefit the nation itself as well as the government.

•

A vast amount of languages are spoken in China.

•

Various religions in China exist.

•

A majority of people in China have values that are based on secularism. Secularism is the value and belief that considers only about the present time and not about the past or the future.

Technological

•

China invests a large portion of money into science and technology.

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Many people of China in rural areas still do not have access to the internet, as well as even having a computer.

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China’s government regulates many routes regarding access through the internet.

•

China has Facebook and YouTube blocked for the entire country. The government believes that YouTube and Facebook influence the citizens to become sceptical towards the government policies.

•

Communicating and viewing the media is supposedly seducing the people to become aggressive and anarchic, according to the government.

•

The government fears that social-networking-systems and exposure to media outside of the country will cause people to be unpatriotic and anti-governmental.

6.2 PEST Analysis of India Political •

The government type in India is Federal republic with a federation of 28 states.

•

Trade barriers have been largely removed.

•

Privatisation programmes are gradually reducing.

•

Terrorism is a high threat with there being constant tension with Pakistan.

•

The peak tariff rate is down to 10% in 2009-10 from 72% in 1991. Restrictions on imports ended in 2001, opening up the economy to foreign businesses, especially in consumer goods.

•

There are high tariff levels but remain on a downward trend.

•

Custom duties are levied on imports of goods into India. This is governed by the Customs Act 1962 and the Customs Tariff Act 1975.

•

India has been identified as a potential manufacturing giant by outsiders and has generated interest in the global market place because of its low cost of labour and large population.

•

Child rights has been the adoption of the 2009 Right to Education Act guaranteeing free, compulsory and quality education for children aged 6-14 years. Implementation of legislation varies from state to state and awareness of human rights issues is inconsistent.

•

Trade and investment relation between India and the UK will continue to grow.

Economical •

The Indian urban population was 30% in 2010. By 2030, 40.8% of India’s population will be living in urban areas.

•

Unemployment rate was 10.8% 2010 with the national minimum wage being 115 Indian rupees per a day (£1.46 current exchange rate) depending on the state and where employee is based.

•

Extremes of inequality where some 70% of the population live on less than US $2/day but poverty rates have fallen.

•

Manufacturing accounts for approximately 14.8% of GDP and employs 21.5% of the workforce.

• Minimum wages act 1948 provides for fixation and enforcement of minimum wages in respect of scheduled employments. The Act aims to prevent sweating or exploitation of labour. •

Sustained high inflation will keep credit conditions tight constraining private investment and consumer spending however is set to drop.

•

There is an excellerating import growth.

•

GDP growth continued to slow in Q2 2011 rising 7.7% as a result of weaker personal and government spending however the economic downturn did not affect India to the same extent as other countries.

Socio cultural •

India is one of the oldest civilizations in the world with a strong culture.

•

64.3 % of the Indian population are between 15-64 with the median age being 25.

•

There are over 300 million people in the middle class segment with a disposable income between US $10,000 and US $25,000.

•

Consumption levels are on a constant rise and spending patterns of both urban and rural consumers are changing.

•

Every one of India’s 28 states is different in terms of language or dialect and some of them differ in terms of food and dress.

•

Per capita disposable income in India grew significantly with a robust growth of 10.7%.

•

Travelling abroad has developed a taste for international brands of clothes and other personal goods such as perfumes and watches.

Technological •

Internet is now a central role of educated people’s lives all over India with uses of e-commerce and online shopping increasing.

•

Broadband has seen a key growth market and is projected to rise from a 2.8% household ownership to 21.2% in 2020 however more than half of India’s population do not have access to electricity the lack of awareness and affordability of computers.

•

India’s transport sector is required to cater for the needs of 1.2 billion people. The government continues to attach high priority to improving the countries transport infrastructure.

6.3 Survey to UK consumers 6.3.1 Questions 1. How old are you? 15 – 25 26 – 35 36 – 45 46 – 55 56 – 65 65+ 2. Do you use a safety razor or an electric shaver? 3. On average, how many times a week do you shave? 4. Do you enjoy shaving? 5. Why? 6. Do you feel that brands provide you with enough information about how to get a great shave? 7. What grooming products do you use regularly (more than twice a week)? Facial wash Shaving Serum Shaving Gel/Foam Shaving Oil Moisturiser Shaving Balm Aftershave None of the above 8. Are you brand loyal (always use the same brand)? 9. Which brand do you use? 10. Have you ever been for a professional cut-throat shave?

6.3.2 Results 1. How old are you? 15 - 25 26 - 35 36 - 45 46 - 55 56 - 64 65+

46 2 1 4 0 0

2. Do you use a safety razor or an electric shaver? Safety Razor Electric Shaver

34 18

3. On average, how many times a week do you shave? Less than once per week Once Between two and four times Five or six times Every Day More than once a day

8 17 21 3 4 0

4. Do you enjoy shaving? Yes No

19 34

5. Why? Smooth Skin Boring Time Consuming Feeling Clean Painful/Irritation

2 8 9 6 10

6. Do you feel that brands provide you with enough information about how to get a great shave? Yes No

29 24

7. What grooming products do you use regularly (more than twice a week)? Facial Wash 24 Shaving Serum 0 Shaving Gel/Foam 32 Shaving Oil 0 Moisturiser 28 Shaving Balm 7 Aftershave 34 None of the above 3

8. Are you brand loyal (always use the same brand)? Yes No

21 32

9. If so, which brand do you use? Gillette Nivea Wilkinson

18 2 1

10. Have you ever been for a professional cut-throat shave? Yes No

8 45

6.4 Visit to Indian Barbers - Transcript Short Cut Mirpuri What is the most popular nationality of males who enter your barber? •

Both Indian and Pakistani

What products do you use on your clients? •

Gillette shave foam as well as Palmolive for men.

What is the most popular facial style amongst the Indian males? •

Shaven, although amongst the older generation a larger percentage have a beard whereas the younger generation tend to be clean shaven.

Halabja Hairdresser What shave style do you offer? •

Cut throat shave

What products do you use on your clients? •

Gillette shave foam, Indian males prefer organic products.

Is there a particular style that is the most popular amongst Indian males? •

Some prefer a pencil line around the face due to the latest trend or alternatively a clean shave due to professionalism or fashion. The older population of Indian males from 35-40+, both Muslim and Hindu tend to grow either a beard or a moustache.

Do you sell any of your products? •

No, because money is a big issue to the Indian population. They are always looking for the cheapest product.

6.5 Interview with Indian male students Interview Transcript – General discussion People called Punjabis don’t have a shaving routine. Their religion is Sikh. Followers of the Sikh religion aren’t allowed to trim or shave their hair including facial hair. Punjabis have their own separate state, however the population remains only in small numbers. People say that Punjabis should stop following the traditional style of showing their appearance, and some Punjabis are slowly starting to get rid of their turbans and beards. The younger generation are abandoning the traditional and conservative ways of living. A majority of people are following the new trend, as they take more care about their personal appearance. Would people purchase King of Shaves products if they were to be launched in India? People are very price conscious in India. Brands such as Gillette are very well known and commonly used for shaving products. If the price difference is around 40~50 Indian Rupees, people would consider buying it, but if it is more than that, most people would not buy King of Shaves. Since most Indians are positioned in the middle-class, this is the market King of Shaves should target. High-class consumers do exist and are most likely to purchase King of Shaves however there are very few high-class consumers in India. For example, a local cosmetics brand provides products prices from 5-300Rs., and a much more superior brand, Olay, provides prices from 320-500Rs. In this case, despite Olay having more benefits and functions within the product, most people use the local cosmetics brand. Therefore when launching King of Shaves into the Indian market, pricing is a very important factor. Providing the Indian consumer with various price ranges would be of high attractiveness. In India, there are various types of advertisements as in the UK however adverts including iconic celebrities work the best. Promoting King of Shaves through a famous celebrity would be effective when entering the Indian market.

6.6 New product packaging

6.7 How to Shave Guide

6.8 How to Wash Your Beard Guide

6.9 Website

BI BL IO G RA PH Y

7. Bibliography Books

Dibb, 2005. Marketing European. 5th Revised Edition. Boston: Houghton Mifflin Harcourt Gregory, J.R. 2001. Branding Across Borders: A Guide to Global Brand Marketing. 1st Edition. United States: McGraw-Hill. Halepete, J. 2011. Retailing in Emerging Markets. 1st Edition. New York: Fairchild Pubns. Kotler et al. 2008. Principles of Marketing. 5th Edition. England: Prentice Hall. Majumdar, R. 2010. Consumer Behaviour: Insights From Indian Market. Eastern Economy Edition. New Delhi: PHI Learning Private Limited. Mooij, M (2005). Global Marketing and Advertising, Understanding Cultural Paradoxes. 2nd Edition. California: Sage Publications, Inc. Usunier, J.C. 2009. Marketing Across Cultures. 5th Edition. Harlow: Prentice Hall.

Articles

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RE FE RE NC ES

7.1 References (Cave. A. 2011. Online) (CIA, 2011. Online) (Qin.1993. Online) (Hair Growth, 2011. Online) (CNN, 2001. Online) (Halepete, 2011: 156) (The Economist. 2011. Online) (UKTI. 2011. Online) (Trading Economics. 2011. Online) (GMID, 2011. Online) (Maxim Levet. 2011. Online) (Exportgov. 2011. Online) (Web World Bank. 2011. Online) (King of Shaves. 2008. Online) (Shave. 2011. Online.) (Mckinsey Global Institute. 2007. Online) (Chilli Breeze. 2011. Online) (Trefis, 2011. Online) (Executive Shaving, 2011. Online) (Wikipedia, 2011. Online) (Hisaria, A. 2010.) (Facebook, 2011. Online) (Supermax World, 2011. Online) (Hindustan Unilever Ltd, 2011. Online) (L’Oreal, 2011. Online) (Funding Universe, 1994. Online.) (Mintel, 2011. Online) (Majumdar, 2010: 187) (Shave. 2011. Online) (Seth Associates. 2011. Online) (India Briefing, 2011. Online) (FAO. 2011. Online) (Export Gov. 2011. Online) (Delolitte Research. 2007. Online) (India Online, 2011. Online) (Halepete, 2011 :155) (Halepete, 2011 :164), (Gillette. Online, 2011) (King of Shaves Direct. Online. 2011) (MensXP. 2011. Online). (Boots, 2011. Online) (Sainsbury’s, 2011. Online) (Good Life. 2011. Online) (Violet Bag. 2011. Online) (Amazon, 2011. Online) (Researchers World, 2001. Online) (State, 2011. Online) (Shah. G, 2009. Online) (Exchange Rate, 2011. Online) (Himanshu. 2010. Online) (Gallagher. R. 2008. Online) (Circle Leaflet Printing, 2011. Online). (Times of India. 2011. Online.) (Sometime. 2011. Online) (Social Bakers. 2011. Online) (Inbound Marketing. 2011. Online)

(Hollywood Reporter. 2011. Online) (Maps Of India.2011.Online)

IL LU LI S ST T RA OF TI O NS

9. List of Illustrations Fig 1– Map of China. 2011. (Online Image). Available from: http://www.lonelyplanet.com/maps/asia/china/. (Accessed 5.12.2011) Fig 2- Chinese table. 2011. (Online Image). Available from: http://www.intlisec.com/72005aarpposts.html. (Accessed 4.12.2011) Fig 3- Map of India. 2011. (Online Image). Available from: http://cyberjournalist.info/india.html. (Accessed 4.12.2011) Fig 4- The Economist. 2011. (Online Image). Available from: http://www.economist.com/. (Accessed 4.12.2011) Fig 5- Will King. 2011. (Online Image). Available from: http://thegroomingguy.com/2010/11/11/grooming-bigshot-will-king-founder-and-ceo-of-king-of-shaves/. (Accessed 3.12.2011) Fig 6- Azor Razor. 2011. (Online Image). Available from: http://shave.com/azor/. (Accessed 3.12.2011) Fig 7- Bollywood. 2011. (Online Image). Available from: http://gulfnews.com/arts-entertainment/film/shahrukh-khan-bollywood-s-ultimate-family-man-1.859098. (Accessed 2.12.2011) Fig 8- Sikh man. 2011. (Online Image). Available from: http://en.wikipedia.org/wiki/File:Sikh.man.at.the. Golden.Temple.jpg. (Accessed 5.12.2011) Fig 9- Cricket. 2011. (Online Image). Available from : http://www.mirosport.net/2011/uncategorized/19715/ world-cup-cricket-india-defeats-pakistan/. (Accessed 1.12.2011) Fig 10- Wilkinson Sword Logo. 2011. (Online Image) Available at: http://www.luxury-razors.co.uk/wpcontent/uploads/wilkinson-sword.gif. (Accessed 02.11.2011) Fig 11- Bic Logo. 2011. (Online Image) Available at: http://www.yourlogoresources.com/wp-content/ uploads/2011/08/bic-logo.png (Accessed 02.11.2011) Fig 12 - Tesco Logo. 2011. (Online Image) Available at: http://doubleglazingsecrets.com/assets/Images/ tescologo.jpg. (Accessed 02.11.2011) Fig 13- ASDA Logo. 2011. (Online Image) Available at: http://theharrogatedirectory.co.uk/wp-content/ themes/directorypress/thumbs/ASDA_logo.svg_.png. (Accessed 02.11.2011) Fig 14- Sainsburys Logo. 2011. (Online Image) Available at: http://www.dvp.co.uk/dvp2010/wp-content/ uploads/2010/01/sainsburys_logo.png. (Accessed 2.11.2011) Fig 15- L’Occitane Logo. 2011. (Online Image) Available at:http://www.blogbeyondbeauty.com/en/wpcontent/uploads/2010/12/logo-occitane-regular-black.jpg(Accessed 2.11.2011) Fig 16-L’oreal logo. 2011. (Online Image) Available at: http://www.yourlogoresources.com/l-oreal-logo/. (Accessed on 2.11.2011) Fig 17- Palmolive Logo. 2011. (Online Image) Available at: http://www.dlogle.co.uk/products/brands/ palmolive-logo-7708-w80-h80.jpg. (Accessed 2.11.2011) Fig 18 - Nivea Logo. 2011. (Online Image) Available at: http://under1sun.org/Under1sun-Blog/wp-content/ uploads/2011/06/large_2-1247740584-nivea-logo_full.jpg. (Accessed 2.11.2011) Fig 19 - King of Shaves Logo. 2011. (Online Image) Available at: http://www.specialistspeakers.com/wpcontent/uploads/2011/08/KoS-Logo-Sml-2.jpg. (Accessed 02.11.2011) Fig 20 - Gillette Logo. 2011. (Online Image) Available at: http://www.rankopedia.com/CandidatePix/13866. gif. (Accessed 02.11.2011) Fig 21 - Super-Max Logo. 2011. (Online Image) Available at: http://www.mocad.org/Images/LOGOSUPERMAX.gif. (Accessed 02.11.2011)

Fig 22- Godrej Logo. 2011. Online Image. Available at:http://upload.wikimedia.org/wikipedia/commons/ thumb/9/97/Godrej_Logo.svg/250px-Godrej_Logo.svg.png. (Accessed 02.11.2011) Fig 23- Fa Logo. 2011. Online Image. Available at: http://www.loctite.in/cps/rde/xchg/SID0AC83309-63505994/henkel_inh/hs.xsl/body-881.htm?iname=Fa&countryCode=in&BU=cosmetics&par entredDotUID=000000QVS5&redDotUID=000000QVS5&brand=000000QWH5&param1=000000QWIE. (Accessed 02.11.2011) Fig 24- Axe Logo. 2011. Online Image. Available at:http://www.seeklogo.com/Images/A/Axe-logo15E2116772-seeklogo.com.gif. (Accessed 02.11.2011) Fig 25- Loreal India Logo. 2011. Online Image. Available at: http://www.aide-et-action.org/english/e_img/ chapitres/logo_loreal_india.jpg. (Accessed 02.11.2011) Fig 26- UK Consumer Profile. 2011 Fig 27- Indian Consumer Profile. 2011 Fig 28- Lifestyle. 2011. (Online Image) Available from: http://www.indiasbest.ceeby.com/Images/ Life_1021090101.jpg. (Accessed 5.12.2011) Fig 29- Mens XP 10 Steps to a perfect shave. 2011. (Online Image) Available at: http://www.mensxp.com/grooming/manscaping/706-10-steps-to-a-perfect-shave.html. (Accessed 18/11/11) Fig 30- Anand. K. 2011, (Online Image) Available at: http://www.mensxp.com/grooming/manscaping/4925how-to-wash-a-beard.html. (Accessed 18/11/11) Fig 31- Website. 2011 Fig 32- Ben Sherman Barber (own Image) 2011 Fig 33- Barber. 2011. (Online Image) Available from: http://urbanspree.wordpress.com/2011/04/11/178murdock-barbers-at-liberty. (Accessed 15.12.2011) Fig 34- Map of Indian airports. 2011. (Online Image) Available from: http://m.wikitravel.org/en/India. (Accessed 5.12.2011) Other Images Products Page 28. 2011. (Online Image) Available from: www.kingofshavesdirect.com. (Accessed 5.11.2011) King of Shaves Logo. 2011. (Online Image) Available from: http://www.5fm.co.za/misc/Images2009/ kingshaveblog.jpg. (Accessed 5.11.2011) Hexagon Shapes. 2011. (Online Image) Available from. www.shave.com. (Accessed 5.11.2011)

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10. Literature Review The Consumer Behaviour: Insights From Indian Market book written by R. Majumdar in 2010 outlines a variety of different consumer behaviours that the Indian population follow, demonstrating the diversity of the Indian market. Majumdar analyses the theory behind consumers buying behaviour and process of decision making, investigating the factors that influence how Indian consumers generally behave when they are purchasing goods. The various stages that are involved in choosing a product and brand and how they come to make their decisions are also discussed. The book highlights different aspects of consumer psychology and talks about subjects including; consumer motivation, consumer perception, and consumer personality. Social and cultural sensitivities are discussed in the book understanding major consumer trends in terms of culture. “A typical Indian today aspires to look cool, well groomed and well dressed, in line with the “global” trends.” The influence of the western lifestyle on Indian consumers’ attitudes especially towards their feelings regarding self-image are outlined. Majumdar also takes into consideration India’s large cultural belief system and the fact that beliefs, attitudes and perceptions towards consumer buying alter between cultural sections of society. The article Establishing a joint venture in India from the India briefing magazine present’s valuable information which was used in the rationale of, why King of Shaves should launch into India through a joint venture? (Anon, 2011) says, “In sectors where 100 percent FDI is not allowed in India, a joint venture is the best medium, offering a low risk option for companies waiting to enter the vibrant Indian market” This information provided a platform when creating the market entry strategy as well as outlining the advantages and disadvantages King of Shaves need to take into consideration. The article also discusses that “Indian JVs often fall short because the domestic associates are not capable to fund enough resources to expand the business as rapidly as the foreign company had hoped for or because the local partners have a data advantage in terms of the local conditions of doing business and have different interests from the foreign firms”. This article is informative and provided a clear understanding of a joint venture but more sources were needed to come to a final conclusion. Other secondary resources have been used to build up information on the market entry strategy and the role of the joint venture when launching into the Indian market. “Happy with Home-grown” by Sinovate, a market research insights company, is an article discussing their findings of research on the attitudes towards western brands in India. It gives a background on the middle class consumer who purchases westernised products in India. This was helpful as this is the target consumer for King of Shaves and it provides useful information on the consumer’s buying behaviour such as preferring smaller packaging sizes so products are cheaper. As a result this information was taken into consideration for the King of Shaves launch into the Indian market.The article discusses the changing attitudes towards western brands. ‘People looked at Western brands with covetous eyes”. Synovates India’s Executive Director Paru Minocha says “There used to be a fascination for ‘West’ and ‘foreign’ goods. Fifteen or twenty years ago one cherished and sparingly used even a shampoo, a visiting relative from the US would bring”. This article then goes on to discuss how this attitude has begun to change as Indian brands are competing with International brands in terms of product quality, value and marketing. It uses the company’s own research to back up statements made about India’s consumers. However the research questions and results that back up the article were not available therefore only the data quoted in the text can be used. If the full research had been given, a greater insight into the Indian consumer could have been made. The articles conclusion gives recommendations to companies setting up in India and suggests that from their findings brands should not class Indian consumers the same as western consumers. ‘Well aware of their countries progress, India’s new consumers expect respect and acknowledgement from the world, from the international companies that want their business.” The text was written in 2009 so although the specific figures could not be used due to being outdated, the discussion and points made in the article are still valid. GMID’s report, ‘Consumer Lifestyles in India’ presents in-depth research on the Indian consumer. The report is factual and gives a detailed review on many aspects of the Indian lifestyle. When deciding on the launch of King of Shaves into India was the ‘Technology’ section that was particularly useful. This section noted the growth of Internet usage in India, driven by increasing household incomes, competitor broadband packages and popularity of android phones. Along with analysing the current market situation each section of the article also discusses future outlooks. “As Indian consumers catch up with the modern practices of personal grooming in more developed countries, manufacturers are expected to bring more sophisticated products from their international portfolios to India.” As well as reviewing sections of lifestyle, the report also analyses trends within society, which was used when identifying the King of Shaves target consumer and competitors. “Urban Indian men in their twenties are not far behind women when it comes to looking good. Companies such as Hindustan Unilever, Garnier, Nivea, Emami, Paras Pharma and Godrej Sara Lee are increasingly launching products for skin care, hair care, bath and shower and deodorants for men.” Although the report

was not specific to male grooming, background information could be taken from the report when considering trends in terms of the King of Shaves launch into India. The dissertation “China’s Market Potential: Opportunities for New Zealand’s Exporters”, available at http:// marketing-bulletin.massey.ac.nz/V4/MB_V4_C1_Qin.pdf, was used for background information on whether China would be a potential market for King of Shaves to launch into. “Economic development has resulted in a significant increase in the living standards of the Chinese market, and has also led to further needs for economic construction.” This explains how consumers in China have new desires and needs as a result of the countries development and their improved living standards. The dissertation also discusses the change in traditional buying behaviour “As a result of higher incomes, dramatic changes in the Chinese lifestyle are occurring. Chinese consumers have begun to look for convenience, variety, and natural materials. They are keen on variety and accept more foreign food and other products.” Although the dissertation was written in 2003 the information was still relevant and was used when deciding whether to launch King of Shaves into the Chinese or Indian market.