The Art of Shaving was established by Myriam Zaoui and Eric Malka during the year of 1996 and in 2009, the company was acquired by Procter & Gamble (The Art of Shaving, 2013). The Art of Shaving has expanded its distribution operation to 66 locations nationwide and the company has the mission “to be a household name for generations to come” (The Art of Shaving, 2013a). In 2009, Art of Shaving was acquired by Procter & Gamble (promoter of Gillette brand). Five of the existing stores of the company were redesigned by Procter & Gamble and new style quotient like pictures, furniture was added in order to reflect The Art of Shaving’s upscale, men’s club brand image (The Art of Shaving, 2013a). Product portfolio of The Art of Shaving has seven verticals such as 1- Shaving Products- Pre-Shave item, Shaving Soap, Shaving Cream, Shaving Bowls and After-Shave; 2- Shaving Brushes- Silvertip, Fine and Shaving Stands; 3- Razors- Fusion Razors, Straight Razors, Electric Shavers, Mach 3 Razors, Blades, Safety Razors; 4- Shaving Sets- Fusion Chrome Collection, Power Shave Collection, Contemporary Shaving Sets, Compact Shaving Sets, Chelsea Collection; 5- Kits & Gifts- skin care kit, 3-piece manicure set, 7-piece manicure set; 6- Grooming & Skincare- Skin Care, Grooming Accessories, Hair Care, Fragrance and 7- Travel- Shaving Products, Lather Goods, Travel Kits (The Art of Shaving, 2013b). ...
n those locations where customers can easily find the shops and the company invested significant amount in developing the infrastructure within the store that can grab the attention of customers (Wohl, 2009). After the company has acquired by P&G, it has got the financial backup to finance its strategic and marketing activities such as expanding distribution channel, promoting product offerings etc. After the acquisition, P&G advised The Art of Shaving to offer more customer friendly products and increase privacy of customers visiting the retail store (The Art of Shaving, 2013a). For example, on the basis of advice of P&G, The Art of Shaving improved display containing razors, oils, lotions and started using richer & darker colours in order to attract customers (Wohl, 2009). At present, The Art of Shaving has more than 80% of retail outlets located in big cities or suburban shopping mall locations and the company has also opened outlet inside the upscale stores such as Nordstrom and Bloomingdale (Wohl, 2009). According to report published by Wohl (2009), The Art of Shaving opens on an average 20 to 40 stores in a year and has the plan to expand the brand out of USA within next 5 years. Even before the acquisition, The Art of Shaving worked with P&G for significant number of years and the luxury man grooming company simultaneously used Gillette blades as part of their portfolio (Wohl, 2009). The Art of Shaving uses premium pricing policy in order to reflect the elegance and luxury feelings associated with the brand in some cases, products offered by the company might be dearer by 40 to 50 times. For example, The Art of Shaving sells razor handles at a price range of $100-$500 while customers can buy the complete razor sets at less than $10 from Wal-Mart Stores Inc ...
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