The Razor Marketing Strategy

Executive Summary

The following report is an integrated marketing communications plan for a new feminine razor for the Veet brand. The razor differentiates itself from the current market of razors with its solar powered feature, targeting the outdoorsy, sporty and eco conscious women between the ages of 21 and 40. The sections covered in the report are; an introduction, stating the basis of the IMC plan, followed by an internal and external analysis that looks at the benefits of the product as well as where it fits in the market and its position against competing brands. Segmentation, targeting and the positioning of the new product as well as the business objectives of the Veet brand and how the product remains true to those objectives. A product marketing mix, that looks at the 4 P’s of marketing, explaining what the product is,

C. Positioning

Product Marketing Mix

I. Product: The main feature is that it is the first re-useable solar powered razor that caters to users who are environmentally conscious. Through the razor's flexible head design and smooth ended blades, users who find the waxing process too painful or may have sensitive skin can avoid unnecessary cuts. This product could be used during the summer when young women participate in activities that generally occur outdoors and for which they would be in need of a razor that they can use anywhere. II. Place: Because the Veet is already established through supplier networks in retail stores and distributors like Clicks pharmacy stores, we have taken advantage of its ability to keep providing its product line in a highly supplied market while making the razor available through its established online