Shaver Shop Expansion: Marketing Plan with Location & Communication

This report outlines a marketing plan for Shaver Shop's expansion, focusing on key elements such as situational analysis, location strategy, product offerings, and a comprehensive communication plan. The situational analysis includes market size, trends, customer segmentation, and distribution channels. The location strategy emphasizes factors like market size, accessibility, proximity to customers, and remoteness from competitors, with specific reference to a location in Terrigal Drive, Gosford, NSW. The product offering involves differentiation through customization, augmentation with products like OptiFoil and shaving creams, well-trained staff, quality service, and reward programs. The communication plan covers priming the pipeline through trial versions and coupons, internal marketing focusing on employee training and feedback, channel marketing using social media and email, and external communications via public relations, advertising, and event participation. The launch plan includes domestic market launches, special offers, paid advertising, and post-purchase activities such as evaluating metrics and collecting feedback. The report also identifies primary (young females) and secondary (young males) target markets and includes relevant references.

Let’s welcome comfort and convenience,
both at once with the product’s of
Shaver Shop

Brief Overview
•Situational Analysis
•Location
•Total product offering
•Communication Plan

1. Situational Analysis
•A market analysis will be made up of a
range of factors relevant to the particular
situation under review, but would
normally include the following areas:
• Actual and potential market size
• Trends
• Customer
• Customer Segment
• Distribution Channel

2. Location
• Terrigal Drive,Gosford, Erina NSW 2250, Australia
• Market size- 195.96m
• Ample of space for car parking and other accessibility
• Has moderate closeness to the existing stores
• Proximity to the potential customers as it is located in the centre
of the city
• Remoteness from competitors
• Proximity to other services and businesses

2. Demographics of
NSW
• Population- 4,633 as of 2011
• Residents- 43.8% male and 56.2% female

3. Competitors
• The Body Shop
• Sephora
• Beautique Skin & Beauty
• Melli cosmetics
• Priceline
• Lush
• Face on Beauty
• Norris
• Ella Bache Erina
• Hairhouse Warehouse Erina Fair
• Virgo Beauty and Skin Care
• Healthy life

5. The Market Segments with different needs
• Primary Market-
Young females (Kim et al., 2016)
Age group- 17 to 26 years
Educated and employed adults
• Secondary Market-
Males
Age group- 19 and above

7. Product differentiation

8. Customisation and augmentation
• Introduction of OptiFoilTM
• Increasing the product range by adding shaving
creams and other grooming products into the
portfolio
• Well trained and Knowledgeable staffs
• Quality service
• Better reward programs

9. Launch communication plan (for 100 days)
PRIMING
THE
PIPELINE

Risk Reduction•Running of in store trials
•Offering trial versions
•Distributing various coupons
(Meiseberg, 2016)
•Communicating about the safety
standards
•Sufficient stocks

Internal marketing
•Employing right people
•Setting metrics and goals
•Providing CRM training
•Rewarding significant efforts
•Encouraging customer feedbacks
(Turban et al., 2018)
•Staff promotion

Channel marketing
•social media sites
•Town hall style meetings
•Email notifications
•Efficient Customer handling
•Intranet and screensaver messages
•Efficient regional supply chain
•Opportunities for the suppliers

External communications
• Public Relation- media release
• Social media sites
• Advertising and promoting products through banner,
radio and television
• Building strong and long-term relationship with the
customers
• Direct marketing via emails or mails
• Organising and participating in events and trade
shows (Batra & Keller, 2016)
• Supplying Product brochures

Launch plan
•Launched in domestic market
•Provide special opening offers to the first
time customers
•Paid advertising (Turban et al., 2015)
•Invitation to the local households
•CRM key
•Free shaving by the shaving experts

Post purchase activities
•Evaluating the metrics
•Collecting feedbacks
•Net promoter score
•Thank you vouchers

References:
• Shaver Shop, (2017) Investor Presentation. Retrieved from
http://investors.shavershop.com.au/FormBuilder/_Resource/_module/wFMSjMp880CoIT0SQz1Qsw/docs/prese
ntations/FY2017_results_investor_presentation.pdf
• Reserve Bank of Australia, (2018) Measures of Consumer Price Inflation Retrieved from
https://www.rba.gov.au/inflation/measures-cpi.html
• Product Review. (2017). The reluctant social entrepreneur: shaving entrepreneurship theories when they are
square pegs for round holes. International Journal of Social Entrepreneurship and Innovation, 4(3), 257-271.
• Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail:
Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business
Research, 69(12), 5809-5818.
• Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New findings, new lessons, and new
ideas. Journal of Marketing, 80(6), 122-145.
• Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). Marketing and advertising in e-commerce.
In Electronic Commerce (pp. 403-456). Springer, Cham.
• Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Social Commerce: Foundations,
Social Marketing, and Advertising. In Electronic Commerce 2018(pp. 285-324). Springer, Cham.
• Meiseberg, B. (2016). The Effectiveness of E-tailers’ Communication Practices in Stimulating Sales of Niche
versus Popular Products. Journal of retailing, 92(3), 319-332.

THANK YOU