A Strategy assignment for Andrew Hovells and APSOTW, RE: King of shaves

1. KING OF SHAVES
Let’s teach Australian’s to appreciate & love the art of shaving.
Let’s generate discussion towards creating a culture of what it
means to become king in their everyday lives starting with
a kings shave.
JUSTIN THOR HOYER | JTHOYER@GMAIL.COM @JTHOYER

2. SHAVINGS CURRENT CULTURE IN AUSTRALIA
Currently, Australian brands are focussed on getting a quick, close shave.
But
Most men have a hate/hate/hate relationship with shaving, particularly if they’re
hairy beasts and work in jobs in which a daily shave is expected.
If you’re an office worker, the pain of shaving may also be exacerbated by the fact
you’ve got to wear a collar and tie, which can be like snapping handcuffs on to
sunburned wrists when you’ve got a sweaty neck rash. (source)
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3. HOW WE ARE GOING TO CHANGE IT
Shaving itself doesn’t get much buzz unless people are purposely discussing
someone’s good looks, or bad shaving job. Hot or not..?
So why not get this discussion leveraged through social media
(Facebook, Twitter, YouTube).
Create a widespread Australian experience
Building respectability and quality of shaving like that of a” made man”. A “king”.
A “respected face”. A “man in charge” face. As likened to getting a shave from a
career Brooklyn barber. Or at the oldest and most respected barbers of London.
And allowing Australian’s to take that finished shaving result to their home, with
quality products that give them a kings shave.
The get must always be worth more than the give, both rationally and socially.
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4. KEY AREAS TO TAKE NOTE
Barriers
Time
A great shave comes from completing three tasks therefore taking longer than usual.
• The Prime - a face wash or hot towel
• The Shave - a sharp razor that gets the job done well, and
• The Protect - treating the skin after havinig been shaved
Cost
The King of Shaves products are generally 20% ($2-$10) more expensive than
their competitors.
Awareness
As King of Shaves is relatively new to australia it’s not so well known in comparison to the
Australian price competitive razor focussed market.
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5. KEY AREAS TO TAKE NOTE
Opportunities
Shaving in Australia is about getting the job done quickly and cost effectively, usually consisting
of grabbing foam, shaving and using a towel to wipe away the foam. We need to educate
shavers in a way that showcase the worth of a kings shave even if the actual shave itself takes
longer...(longer process = better shave, and will probably cause you to shave less often).
Prime and protect
Appreciating that a good shaving experience on its own doesn’t create good skin, King of
Shaves took on the challenge of men’s skin care as well. Consisting of face washes (because
removing bacteria before shaving is important), scrubs (to help prevent any pesky ingrown hairs),
moisturisers (for a more supple and finessed finish) and a line specifically designed for
sensitive skin.
Male consumers are definitely more on the practical side.
“Men generally want to know how to use the products correctly. They need more education on
their routine but they don’t really want to know the key ingredients. They just want to know how it
will benefit them and also if the products really work.”
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6. WHO WE ARE GOING TO FOCUS ON
Men
Johnny Young • Recent to shaving (either getting what Malcom • Has been shaving for a while
16-20’s the dad uses/used or what mum will Trendsetter • Knows the difference between
buy them) Late 20’s-30’s products (knowledge of ingredients)
• Wants to experiment and discover
themselves through their growth, May have been to a “cut-throat” for
so being told to shave is probably a professional job in the past (would
authoritarian and annoying definitely be open to the idea of it)
Henry Middle • Takes his time with the little
40’s + things (personal time - Possibly Women
only personal time - that and the Kathy Newbie • shaves in the shower
bathroom) 14-20’s • Possibly can’t afford waxing/ladies
• Wants cheaper as he’s getting frugal, expensive products
but realises quality and is willing • Queen of shaves
to make a smart choice, not just a
cheap one.
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7. CREATE AWARENESS
What we are trying to achieve through this
We are going to create buzz through paid media by showcasing the King of Shaves
ideology and possibly include the gameplay of a competition and drive traffic to
the owned media available to King of Shaves. (KoS website, Facebook, Twitter,
YouTube)
TV Print ads Banner ads
“Even though there are these new FHM: To add to various target rich sites.
multiple ways, what we’re seeing is Readership 231,000
it is happening in addition to, not at Ave income 60k+
the expense of traditional television
viewing. GQ:
Readership 100k
“They’re (viewers are) spending more ave income $128K
time in front of the traditional television
screens and the time they’re spending The Australian
on these other devices is on top of 212k
that,” Ms Buchanan said.
Source. The Sunday Times
356K
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8. HOW TO IMMERSE THE TARGET IN OUR MESSAGE
King of shaves com.au
com.au/blog/
Facebook page
Twitter account
Youtube page (Lady barber)
Webpage expansion through edm
If we can create enough conversation, engagement and interaction with the brand,
this will hopefully lead to the future consideration of the brand when purchasing.
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9. EVERYONE HAS A NUMBER
What’s the ask?
To consider the King of Shaves brand and try King of Shaves products.
What is a conversion?
Increased participation in the brand,
Will create a movement with the King of Shaves ideology and
Lead to increased product sales.
King of Shaves is currently at 9 percent market share.
Gillette dominates the world razor industry with 72 percent market share.
Schick is the second largest but a meager 15 percent share followed by
BIC 6 percent market share.
We want to double our percentage within two years and take the number two spot.
All underlined text is a link to an example