Essay about Marketing Plan King Of Shaves

1900 Words 8 Pages
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
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The concerns of men are changing and King of Shaves has a variety of products that can be offered to these consumers. The sales of this type of products are increasing, at the same time the sales of the King of Shaves products are increasing too. This is happening because more people are discovering the benefits of the King of Shaves products.

B. SWOT analysis

Strengths
• The recognized quality of its products
• Variety of products Weaknesses
• Vulnerable to recession periods
• Company had very little money in the first period.
Opportunities
• The needs are changing: the concern for hygiene habits is increasing, mostly with men
• Increase in “metro sexual” trends
• Participation within a growing industry Threats
• High competitive and specialized capability of companies present in market
• KOS has to face a strong competition
• Easily copied by competitors

C. Competitive and industry analysis

King of Shaves has to combat an aggressive competition, led by Gillette who owns 55% of the market share (in 1993), Colgate, Wilkinson Swords, Procter and Gamble’s Noxema. These companies were already established and were well-known; they were the market leaders on the shaving segment. Later, Colgate and P&G specialized in different segments, making Gillette and Wilkinson Swords the biggest KOS opponents.
On the segment of skin care and hair care products their opponents are Nivea and

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