Product Line & Mix Analysis

In the first 6 months, company solely offered a 6-part shaving kit that
took care of the entire ritual from a pre-shave scrub to a post-shave balm
as they wanted consumers to embrace the experience of shaving. Steadily
building on and capturing every opportunity to gain market share with
different customer segments, today, the brand offers over 40 products
across various categories like shaving, bathing, beard, hair, and skincare.
In 2020 they entered into the segment of women’s hair removal products.

Width –

- Operates multiple product lines to cater to different needs of

customers.
- Initially, aimed to target to shaving specifically, company has added
categories to position itself as Beauty & Personal Care Brand.
- It currently operates under 2 major brands, for men & women.
Under Men, it has 7 broad categories for different men grooming
needs whereas in Women, it has 6 broad categories.

Line –
- Total product offerings consist of more than 70 products across all
categories and brands.
- With the growing need of consumers, it constantly keeps adapting
to the market trends and capitalize on them by adding favourable
products and has already 30 innovative products in pipeline for
2022
- Company has multiple offerings to support cross selling and a lot of
products have been introduced for the purpose of “Line Filling”.
(e.g. Trimmers)

Depth –
- Offers multiple variants within each sub-category to provide whole
array of offerings and attract customers with different needs
Consistency –
 - All the categories are closely related and ties back in broad men &
women grooming product segment. It considerable helps company
to market and position in products and induce cross selling.
- Also, it can rely on similar production requirements, R&D,
distribution network.

(For Ashish & Sid) – Please include a graphical way to display the above
width & line. (refer pg 176 Kotler)

Product Differentiation –

- Features - Company differentiates itself by positioning itself as a ‘healthier

product’ and is able to charge premium as well for using “better-for-you”
ingredients.
o It is also adapting to the next big trend in industry – Superfoods and is
launching products that now include superfoods like avocado, honey,
turmeric, coconut extracts etc.

- Company also differentiates majorly on Performance quality and claims to be Paraben, Sulphate &
Paraben free and keeping strong control on every part of production process thus offering high
quality products and safe for users
- Style- Company positions itself in premium category and hence aims to provide that customer
experience in terms of purchase process, packaging, labelling which creates a distinct image in
customers mind.