Our Raz*War customers, fans and ambassadors know already it for a while: Raz*War offers two different razor handles, each one with a different technology.
- The “El Ché” is a good basic “system razor” (razor allowing blade refills), made for making substantial savings throughout the year and - for the ones who start using system razors instead of disposables - the kind of razor that should make you forget the extremely polluting and inefficient disposables razors.
- The “El Fidel” Razor is a more sophisticated razor, with 5 blades and another head technology (more flexible head) supposed (I am underlining the “supposed” as we noticed that our customers thought differently, as you will see…) to be aimed to people who want to “upgrade” after using a particular razor technology for a while.
In our minds, we were sure that “El Fidel” would be considered as an upgrade versus “El Ché”.
On the technology side, it is most probably true. “El Ché” Razor handle is based on a head technology known for a while (out of patent technology), with three blades, while “El Fidel” razor is based on a new (head) technology.
As Raz*War would like to provide “Quality shaving at a fair price", we pay a lot of attention to what the consumers write and say… we even succeeded to access to (apparently non confidential) focus group data (share with us by a potential partner who wanted to work with us) where razors handle and blades quality was assessed. Results were the following: the model the most close to “El Ché” received a score of 8.1 out of 10. And the model the most close to “El Fidel” received a score of 9.3 out of 10. Not too bad isn’t it? In the focus groups, the panel perceived the model the more close to “El Fidel” as being an upgrade…
And what do Raz*War customer think?
As we said, we would like to be transparent with you (not too transparent though, since we also have our intimacy, simply transparent) and we will give you some insights about the satisfaction survey we conducted.
What came really clearly when listening to you is that…there are clearly two tribes of consumers. Each tribe adores one razor handle type and does not want to switch to another one.
Do not push too hard the “El Fidel” to “El Ché” tribesmen (ironically, the two famous leaders whose names influenced the naming of our razors somewhat fought each other at the end); they will strongly dislike it. The vast majority of loyal “El Ché” customers do not want any other razor handle, strongly appreciate the handle, the blades and the head. On the other side, the “El Fidel” tribe only adores “El Fidel” razor handles and blades and are even not interested to even try the “El Ché” model… I am sure a lot of my readers will recognize themselves in these statements, especially among the Raz*War pioneers… (We praise our pioneers, they praise our products).
On our side, we know enough… and we will keep serving both the “El Ché” and the “El Fidel” tribes.
Are you interested to know more about your own customer behavior? Then, we will pay more attention to this and share with you the outcome of our research.
Here are our hypothesis:
- The people that love our “El Ché” model are either (1) generation Y people starting with system razors or (2) people that appreciate “technical” classical shaving , and, hence, who loves a somewhat more technical razor, that need to be used with a specific technique (The “El Ché” Razor requires, indeed, to be handled in such way that the angle of the blade on the skin remains somewhat the same throughout the shave).
- The people that love our (1) “El Fidel” razor are from an older - wealthier - generation (Gen X or Baby Boomers) or (2) people who want a high shaving comfort, whatever the technical aspect of shaving, and who just want an efficient shave.
Let now look at the result of our survey.
Look at the first graph (The percentages here after are calculated when taking out the “not tried yet” answers…).
Good news, our products are very well appreciated! 29% of you consider “El Ché” to be an excellent product, and 40% of you consider it to be a good product: Hence 69% of you rate “El Ché” as a good or excellent product. A quite positive message for us, as we would like to propose “quality shaving at fair prices”: we are in the right direction… However, according to our survey, 13% of customers that tested the “El Ché” rated is as “Poor” and 19% are “Neutral”. How to explain that discrepancy? This is the illustration of the two tribes issue.
Graph 1: Your appreciation of “El Ché” Razor handle. Source: Raz*War Satisfaction Survey, June 2010
The results for the “El Fidel” are even more compelling…30% of you consider “El Fidel ” to be an excellent product while 55% of you consider it to be a good product : 85% of positive opinions! Also, according to the survey, a little 3% of customers that tested the El Fidel rated is as “Poor” (if you are among the ones, please write to me at email pierre@razwar.com) and 12% are “Neutral” regarding our “El Fidel” products. These results are pretty encouraging for the expansion of the Raz*War community. The percentages here after are calculated when taking out the “not tried yet” answers…)
Look now at the satisfaction surrounding the “El Ché” blades. Good news again, the blades are very well appreciated: 75% of you consider the blades to be of “good” (51%) to “excellent” quality (24%). When looking in details messages coming from you, it appears clearly that our blades are clearly appreciated. For the “El Fidel” we found 38% of “good” and 36% of excellent (74% of positive opinion).
Graph 3: Your appreciation of “El Ché” Razor blades. Source: Raz*War Satisfaction Survey, June 2010
Graph 4: Your appreciation of “El Fidel” Razor blades. Source: Raz*War Satisfaction Survey, June 2010
What can we conclude from all this?
Apparently, we are currently proposing two good products. Some of you do prefer our 3-blades (El Ché) technology and offering while others do prefer the 5-blades offering (El Fidel). Nothing…revolutionary, as a matter of fact. And we have a good razor for each tribe…
Also something I noticed while studying the results of this survey. There was too much of “not tried yet” answers… Hey! Please try us!
Anyway, be convinced that Raz*War will continue to improve its products range. And we would like to do that with you. As a request, please be patient with us as improving a product can takes some time. Just know we are in this mood.
My next blog post will be about helping you…to help us. I will be speaking about “Social R&D”…
Keep on Shavin’
Pierre
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