Positioning Map

For the positioning map, I used the vertical axis of 'luxury' vs 'necessity', with luxury being the more high end brands which present shaving as premium, whereas the necessity focused brands present it as more of a chore with typically lower price ranges. On the horizontal axis, I used 'old-school' vs 'modern', which compare the differences between traditional shaving techniques and marketing against the slicker more technological approach which is presented by the modern brands. I chose these axis because of their relevance to the brand and so it is an effective method of comparing other brands and learning who the biggest threats are as well as where the gaps in the market lay.

The positioning map shows how the market is fairly saturated towards the mid-range and modern quadrants with big brands such as Gillette making it difficult to enter at this time. The same exists within the luxury old school quadrant which is saturated by high priced brands with long heritages and sense of brand loyalty surrounding them and so it would be ineffective to position the brand here. Instead, the circle on the map represent where the brand will ideally be positioned as this will be taking advantage of a gap in the market for an old school focused brand that brings together ideas of luxury and necessity, as the tool box provides high quality products just without the fussy design as it focuses on the practicality of how it will be applied into the consumers lifestyle.

From the positioning map I deduced that the three brand that currently pose the strongest competition are 'The Bluebeards Revenge', 'Wahl' and 'Parker' for their close proximity to where the brand aims to position itself. I aim to conduct a full analysis on these three brands to understand their strengths and weaknesses to be able to compete effectively against them in the market, as well as to develop the new brands USP to differentiate from them.