Philips Shavers: Maintaining Shaving Leadership in the World Market

Case Study

Philips Shavers: Maintaining shaving leadership in the world market

[pic 1]

Jasmine Lawrence - 12014341

Introduction

In this report I am going to be giving you an analysis of the market for Philips Shavers and how they are maintaining leadership in the world market. First of all I will be looking at the key success factors in the male shaving market and how it differs from the female shaving market. Secondly I will then look at how Philips can increase the worldwide share of ‘dry shaving’. Then I will go on to explain how I will characterize and explain the cross-national advertising ‘rowing boat’ campaign. Then look at the three target groups for three different campaigns. Then last of all give an evaluation on the difference between co-operative relationships that Philips has with Nivea-cool skin and that with AT- T Williams.

1. What are the key success facts (KSF’S) in the male shaving market? How are they different from the female shaving market?

First of all I am now going to talk about the key success factors in the male shaving market and how they are different from the female shaving market. First of all there are many factors that are attributes to why the male shaving is a successful industry. First of all it is the product quality of the shaver, when a consumer is buying the product they want to ensure that they are getting their money’s worth, and as the evolution of the Philip Shaver has gone on over the years the product quality has gotten a lot better. This then leads into the customers. When having a brand it is essential that you have some loyal customers, and with the quality being the best on the market for the Philip Shaver this then meant that they built a bigger fan base among customers and got more recognised in the market, which because they were getting more popular in in the industry in that meant that they would build good strong relationships with the retailers where they were selling their products and the suppliers from whom they were getting their products from. When it came to Philips marketing their product they used small adverts in newspaper and postcards, although they always made a conscious to do demonstrating for their consumers, which in fact you could say was their biggest form of marketing. Because they always put quality before their turnover which is stated in the case study, which is also building a strong brand image. During the 1980 Philip introduced the cordless shaver which in fact could be a key success factor because it’s easy to use and speed efficient. A big part of Philips key success factors is its growth over the years. Philip had a four stage growth over the years which showed that it was a success factor as you could see the increase in sales over the years. It started with the new rotating head, which then led to the two headed model, third of all the Phlishave 3 then lastly the cool skin with Nivea.  Another key success for Philip shavers is that they focus on seasonal sales and distribution where they are not only appealing to the male market but also the female consumers as they may be buying gifts. They are also sold through traditional and non- traditional sale channels which also produces volume sales.