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Barber Contact Program

The Super Max Personal Care initiative aims to strengthen brand image and generate trial among barbers in India by leveraging the existing equity of their premium blade line, Zorrik Super Platinum. With a focus on barbers from SEC C and D categories, the campaign was executed through a low-cost model, activating 6,124 barber shops with 2,280 new additions. Despite initial resistance due to negative perceptions, the initiative successfully sold 4,689 units over 314 activity days at minimal costs per outlet.

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Barber Contact Program

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  1. Barber Contact Program Low cost/small budget initiative Super Max Personal Care

  2. Background • World’s second largest manufacturer of razor blades • India contributes close to 35% to its global revenues • Market presence of supermax in India is not consistent

  3. Target Group • Barbers (SEC C & D)

  4. Objective • Strengthen brand image • Generate trials

  5. Challenge • Negative perception ( blade causing cuts ) around the brand amongst the TG

  6. Insights • Huge resistance against shelving the product • However Another brand “Zorrik Super platinum”, a premium brand from Super Max enjoyed good pull amongst the TG

  7. Strategy • Piggy ride existing brand equity of Zorrik Super Platinum to create awareness & push trials for Super Max

  8. Idea

  9. Highlights

  10. Activity Model • The campaign was targeted at barbers and not masses hence, a low cost single promoter led model was created

  11. Snapshot

  12. Results* • 314 activity days • 6,124barber shops activated • 2,280new barber shops added • 4,689units sold * Cost to activate one outlet for 4 visits – Rs.50 approx.

  13. Thank You

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