Bombay Shaving Company

Malviya National Institute of Technology
Strategic Management in Digital Age

Department of Management Studies
Submitted to: Sundeep Sir Submitted By : Ashi Kothari

2023PBM5033
Bombay Shaving Company – Revolutionizing Men’s Grooming in India
Exploring the Brand’s Journey, Products, and Market Strategy

Table of Contents
Introduction
Product Range
Target Audience
Marketing Strategy
Unique Selling Points
Growth and Expansion
Competition
Roadmap
Key Takeaways
Question 1.
Question 2.
Question 3.
Question 4.
Introduction to Bombay Shaving
Company
• Founded: 2015 by Shantanu Deshpande
• Headquarters: New Delhi, India
• Industry: Grooming and personal care
• Mission: To redefine grooming for Indian men and women with high-quality, curated
products.
Shantanu Deshpande, the founder of Bombay Shaving Company, started the company
with the idea of revolutionizing the way men approach grooming. He realized that there
was a gap in the market for high- quality men's grooming products, and he set out to fill
Product Range
•Men’s Grooming:
• Shaving Kits: Precision razors, shave foams, and
aftershave balms
• Beard Care: Beard oils, balms, and grooming kits
• Skincare: Face washes, scrubs, moisturizers, and
sunscreens
•Women’s Grooming:
• Shaving Products: Razors, shave gels, and post-
shave care
• Skincare: Exfoliators, moisturizers, and specialty
care
•Unisex & Specialty Products:
• Charcoal-based products, bath essentials, and
fragrances
Target Audience
•Primary Audience: Millennial and Gen Z
consumers
•Secondary Audience: Health-conscious, eco-
friendly consumers interested in premium, natural
ingredients
•Demographics:
• Age Range: 18-40 years
• Middle to upper-middle class, urban population with
disposable income for premium grooming products
Marketing Strategy
•Digital-First Approach:
• Heavy presence on social media platforms like Instagram,
Facebook, and YouTube
• Collaborations with influencers to increase brand reach and
engagement
•Content Marketing:
• Blogs, tutorials, and engaging videos on grooming tips and
skincare
•Retail Expansion:
• Available online and in select retail stores across India
• Tie-ups with e-commerce giants like Amazon, Nykaa, and
Flipkart
Unique Selling Points
(USPs)
•Focus on High Quality: Premium ingredients,

extensive R&D for product efficacy
•Curated Kits and Gifting Solutions: Specialized
kits that are unique, convenient, and make great gifts
•Sustainable Practices: Eco-friendly packaging and
a focus on reducing environmental impact
Growth and
Expansion
• Funding and Investments:
• Significant funding rounds from investors like Colgate-
Palmolive
• Secured funding to accelerate product innovation and
marketing
• Expansion into Women’s Grooming:
• Recent introduction of products tailored specifically for
women
• Plans to expand product portfolio to cater to both men and
women equally
• Revenue Growth:
• Rapid growth attributed to product innovation and robust
marketing campaigns
• Estimated revenue projections for the coming years as the
brand continues to scale
Competitors
•Direct Competitors:
• The Man Company, Beardo, Gillette
•Indirect Competitors:
• FMCG giants in the grooming space: HUL,
Emami, P&G
•Competitive Edge:
• Customized grooming kits, premium quality,
Indian-focused grooming solutions
Future Roadmap
•Product Line Expansion: Plans to launch

more skincare products and accessories
•Global Reach: Potential foray into
international markets
•Enhanced Technology: Investing in
technology for product development and
customer experience
Key Takeaways
•Bombay Shaving Company has revolutionized India’s grooming market

with a customer-centric, premium approach.
•The company is poised for rapid growth, with an expanding product
portfolio and increased market penetration.
Is BSC’s decision to implement premium pricing for its razor a good strategy? What are
the strategic implications of the pricing for BSC?
• Differentiation: It positions BSC as a premium, high-quality brand in contrast to mass-market competitors
• Target audience alignment: The pricing appeals to urban, affluent consumers who are willing to pay more for
perceived quality and brand image.
• Margin potential: Higher prices allow for potentially better profit margins, which can fund further innovation and
marketing efforts.
• Quality perception: Premium pricing can reinforce the perception of superior product quality.
Strategic implications:
• Limited market share: The high price point may limit BSC’s potential market share, focusing on a niche
audience.
• Brand positioning: It firmly establishes BSC as a premium brand in the men's grooming market.
• Customer expectations: Higher prices create higher customer expectations for product quality and customer
service
What new product can BSC create based on an analysis of the keyword cloud in case exhibit
3? Similarly, what should the campaign message be and why?
New product idea: Based on the keyword cloud, BSC could develop a "Gentle Charcoal Face Wash for Sensitive Skin
Key features:
• Charcoal-based formula for deep cleansing
• Gentle, non-irritating formulation for sensitive skin
• Specifically designed to address blackheads and oily skin
• Safe for daily use and during pregnancy
Campaign message: "Gentle Power: BSC’s Charcoal Face Wash - Deep Clean Without the Burn"
Rationale:
• Addresses concerns about face wash burning or causing breakouts
• Highlights the product’s gentleness for sensitive skin
• Emphasizes its effectiveness against blackheads and for oily skin
• Targets a wider audience by being safe for daily use and during pregnancy
3. How can BSC increase conversion rates based on data analysis? What inferences can be
drawn?
To increase conversion rates, BSC can:
1. Optimize paid social and search campaigns: These channels have the highest sessions but relatively low conversion rates.
2. Improve website user experience: Reduce bounce rates and increase average session duration across channels.
3. Enhance CRM strategies: While CRM has fewer sessions, it shows potential for higher engagement
4. Focus on organic reach: It has the highest average session duration, indicating high-quality traffic.
5. Refine affiliate marketing: High session numbers but low conversions suggest room for improvement.
Inferences:
• Organic reach produces highly engaged users, suggesting content marketing could be valuable.
• The website may need improvements to reduce bounce rates and increase engagement.
• CRM efforts show promise and could be expanded.
• Affiliate marketing needs reassessment to improve quality of traffic and conversions.

4. What should BSC do to compete with the established market leader in the long term? Does
it have a sustainable business model?
To compete long-term, BSC should:
1. Continue product innovation and expansion in the men's grooming category
2. Leverage its digital-first approach and data analytics capabilities
3. Build strong brand loyalty through personalized experiences and high-quality products
4. Expand offline presence strategically to complement online sales
5. Focus on sustainability and eco-friendly products to appeal to conscious consumers
6. Invest in R&D to maintain product differentiation
7. Explore international markets for growth opportunities
BSC’s business model appears sustainable due to:
• Strong focus on digital channels and data-driven decision making
• Diversified product portfolio beyond shaving
• Premium positioning allowing for higher margins
• Agility in product development and marketing strategies
Thankyou

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Malviya National Institute of Technology

Strategic Management in Digital Age

Submitted to: Sundeep Sir Submitted By : Ashi Kothari

Exploring the Brand’s Journey, Products, and Market Strategy

•Focus on High Quality: Premium ingredients,

•Product Line Expansion: Plans to launch

•Bombay Shaving Company has revolutionized India’s grooming market

• Charcoal-based formula for deep cleansing

• Gentle, non-irritating formulation for sensitive skin

• Specifically designed to address blackheads and oily skin

• Safe for daily use and during pregnancy

• Addresses concerns about face wash burning or causing breakouts

• Highlights the product’s gentleness for sensitive skin

• Emphasizes its effectiveness against blackheads and for oily skin

• CRM efforts show promise and could be expanded.

• Affiliate marketing needs reassessment to improve quality of traffic and conversions.

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