Is this the way YOU finish off your after shave lotion?
Most of the products are designed, manufactured and packed in such a way that the consumer ends up buying more than what he or she requires. Though there are some innovations which happened in the form of sachets for various products like shampoos, hair oil and creams but still a lot remains to be done regarding this problem and this represents the focus area of our team.
Though there are so many products available in the market in different packaging in terms of quantity/volume but still there is an area which has not been paid attention to and that is the Aftershave lotion.
Available for so many brands and packing offering innumerable choices but they all suffer from one common anomaly and that it is forcing the consumer to buy more. Or even if one buys the smallest packing available, it might still not be used fully—depending upon the consumer’s usage due to which the customer has to overpay or has to abandon the product after the expiry date—in both the cases the consumer is bound to lose.
The product prototype— The aftershave tissue will be designed on the lines of paper soap/facial tissue which is not only easy to carry and easy to use but is also customer (in the terms of freedom of choosing how much to buy) and environmental friendly (as the leftover which remains after the product is only a piece of paper which is biodegradable). 
The facial tissues already present in the market have been our source of inspiration for this product. Used only once, the aftershave tissue can be used while travelling or in the normal routine (if the usage of the consumer is limited) as the person doesn’t have to carry the stereotypes bottles/cans of the aftershave.
Price— A normal stereotype aftershave lotion bottle/can of a particular quantity, say 50 ml is used 25-30 times on an average basis the market price of which ranges between Rs.90-150/-. Thus on average a single time usage of after shave lotion costs the consumer between Rs.3-4. Bringing in the mass production and economies of scale shall help bring the costs further down by 10-15% in the range of Rs.2.7 to Rs.3.6/- . Thus a pack of 5 such aftershave tissues would costs the consumer within the price band of Rs. 12-15/- and make the product more accessible and pocket friendly.
Place— The distribution channels would be the same as for other toiletries and FMC goods and the location of the product i.e. the availability would be on various retail shops as the target group of the tissues would be not only urban middle and lower middle level income group but also rural population.
Promotion— The initial stages of the promotion would include the introductory campaign for free distribution of the tissues alone or combined with other goods like a shaving cream thereby creating mass awareness about the existence of the product. Though electronic media would always be an option for the promotion of the product but that would inflate the overall cost of the product thereby making this option void. Print media i.e. the advertisements in the newspapers and publicity material like banners and posters would be put up in the closest proximity of the target consumer group i.e. the places at which there is maximum chance for the consumer to observe and learn about the product like barber shops, salons and hair dresser shops.
--Conceptualized By:
Abhay Mittal GR-2 101 PGDM 09
Charlie Kishore GR-2 119 PGDM 09
Send ur comments to abymittal@gmail.com