I. Executive summary
King of Shaves (KOS) is a British-based shaving, skin care and grooming brand founded by Will King. King incorporated KMI (Knowledge & Merchandising Inc. Ltd.) on April 13th 1993. It is KMI which owns the King of Shaves brand, along with other “premium-mass” toiletries brands. King of Shaves is sold internationally at the company's web site and through retailers worldwide. The brand's principle markets are the UK, USA, Australia, Scandinavia and New Zealand.
II. Current marketing situation
A. Market overview
i) Market demographics and needs
2.1.1 Market Demographics
Geographic
• The immediate geographic target is the countries UK, USA, Australia, Scandinavia and New Zealand
Demographics
• Principal customers are men.
• High income
Behavior Factors
• Good hygiene habits
• Concerned with appearance
.
2.1.2 Market Needs
King of Shaves seeks to fulfill the following benefits that are important to their customers.
• Quality: only sell products that can prove the quality
• Accessibility: People can easy by the products, by net or by the retailers that are increasing.
The life style is being more troubled and the need to have good looking is increasing, which makes the society more demanding and increases the integration need.
The main users of King of Shaves products are men, but with the launch of products for women, they started to be consumers too.
Users have good hygiene habits; they are concerned with their appearance and spend money to be more beautiful.
These clients are very demanding and always want a good product, so King of Shaves has a concern with the products’ quality. The product itself is made for and to be used by the company.
ii) Market trends and target ma...
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For last, the initial structure was very simple and composed only for four people and today is composed by twenty-three people.
B. Marketing organization
Package and production manufacturing is done at sites located in Holland and Austria. The uncharged persons for the marketing activities, responsible for coordinated the R&D, design, development of sales support material, logistics and procurement are Will and Herbie.
C. Contingency planning
Difficulties and risks:
• An already established competitor that chooses to compete on quality.
• Overly aggressive and debilitating actions by competitors.
• Problems developing brand awareness
• Economy entrar em recessão
Worst case risks may include:
• Determining that the business cannot support itself on an ongoing basis.
• The inability to reach profitability
In this report, we will be analyzing the current performance of Kingsford in the marketplace and identify the main cause of revenue deterioration. Thereafter, a comprehensive strategy and marketing plan will be presented.
SBDCNet. (2014). Beauty Salon 2012. Retrieved from Beauty Salon Dusiness Overview & Trents, 2012: http://www.sbdcnet.org/small-business-research-reports/beauty-salon-2012
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