Shaving Sticks: Pricing, Packaging Give Bic EdgeOver Gillette

M2 weekly open market survey reveals that Bic, a brand of manual shaver on the stable of CFAO, owners of Bic ball pen, appears to have taken over the manual shavers’ category of the grooming segment of the markets.
At the various markets visited during the survey, Bic which now comes in different packages was observed to maintain a huge shelf presence. Traders who spoke to M2 said that the huge shelf presence Bic maintains in the markets simply shows that it is the most patronized.
IK Ukomadu, a trader at Irepodun Market, Ikotun explained that, “From my little knowledge of trading, it doesn’t make sense to stock goods that will not sell fast. So seeing Bic displayed in large quantities in most stores is an indication that it is moving more than the others.” According to him the reason people buy it more is because it has cheaper packages.
A single Bic shaver which comes in a sachet pack sells between N20 and N30 depending on location while a sachet of 5 shavers sell between N110 and N120. On the other hand, a single Gillette shaver sells between N40 and N50 and a sachet of 5 shavers sells from N200 upward, depending on the type. A sachet of Gillette Blue plus containing 5 shavers each with two blades sells for as much as N450 at Irepodun market.
At Agege market, Mr. Olusegun Adeogun, a trader, rated Gillette higher in terms of quality, but admitted that Bic which he rated second enjoyed more patronage for the same reason adduced by IK.
Other brands still contending for market share include Gillette Naccet which uses replaceable razor blades, Zorrik and Dorco.