For the next couple of weeks, most of the UK's leading retailers including Asda, Boots, Sainsbury & Tesco are heavily promoting our King of Shaves Azor for up to half price.  This means you can buy 8 Azor Endurium cartridges for just £4.44 (rather than paying Gillette up to nearly £19 for 8 Fusion Power cartridges) or an Azor with 3 Endurium cartridges for just £2.44 (normal price £4.88 - itself HALF the price of a Gillette Fusion Power 'Gamer' at £9.99 with just 1 cartridge).

It's time to shave better & save money too - especially in the run up to Christmas, you KNOW it makes sense!

Save a third on King of Shaves Azor (handles & replacement cartridges) at Tesco. (original blog post)

For the next few weeks, King of Shaves Azor is on promotion at a number of UK retailers including Boots, Sainsbury, Morrison's and Tesco.

The Azor range is great value at Tesco, where we're save a third on all Azor handles, 4 pack replacement cartridges & Azor Gels.

Compare & contrast with expensive Gillette Fusion, handles always on half price promotion (but still more than our Azor) but cartridges NEVER promoted.

Great Review of King of Shaves Azor - Thanks James!

I was in Tesco Amersham yesterday and took these series of pictures.  If you're a guy, looking for a great shave, and effective grooming, there's never been a better time to shop.  Gillette Fusion:  Half Price handles.  Wilkinson-Sword: Half Price handles.  Gillette skincare?  Half price.  Then I took at look at our King of Shaves Azor.  Full price.

I thought, either we're expensive and convention tells us to be selling at half price, ie £2.49.  Or, they're over-priced (a Fusion Phenom Power is £9.99 remember, and are having to half price to keep market share up.  Ever since we launched King of Shaves Azor back in June 2008, 'Wilkinette' have adopted a 'promote to compete' strategy on their handles.  Never discounting their over-priced replacement cartridges (£19 for 8 cartridges anyone?) but perpetually discounting their battery powered handles.  My design engineer and I know how much these cost to make, and with the retailer margins demaded by the likes of Tesco and Boots, we know the loss on each sale must be pretty big.

The conventional 'razor and blade' business model dictates that you 'give away' the handle at a loss, and make the all important profit on the replacement cartridge sale, but we've never followed that model.  We simply sell at great looking Azor razor handle, fairly priced, and sell super long lasting, Endurium coated Azor cartridges at a fair price (half that of Gillette Fusion for example) and let the consumer make their mind up.

And the results have been great for us.  Since launch, we've enjoyed a handle market share averaging 8% (from scratch) and cartridge sales growing strongly each and every month.

And this is before what we've planned for 2009 starts unfurling...

Exciting times indeed.  So, make your own mind up.  Buy an over-priced handle at half price and consign yourself to filling it with over-priced cartridges at Full Price, or  Choose Different, Shave Azor and enjoy the King of Shaves - a shave that's closer, with cartridges that last longer, and all importantly in these challenging financial times, cost less.

Shave different with King of Shaves Azor.  You know it makes sense.

Now our Azor has launched, King of Shaves has got some serious sales going from hardware and software, and for the first time in 14 years, we've managed to secure a 'Hotspot' in Tesco.

With a strong offer (£1 off our Azor handle) and with our replacement blades costing approximately half those of Gillette Fusion, this is a Christmas offer not to be missed.

Available at most large Tesco stores, nation-wide until December 30th.

Go 'Shave & Save'!

 

From tomorrow, you can get the new King of Shaves Azor at £1 off normal price (just £3.99) from Tesco.

Each Azor contains 3 super long lasting 'Endurium' blades.

So, no excuse not to be clean shaven, and £1 up for your Christmas party.

Look out for the huge 'hot spot' at a Tesco store near you!

I snapped this pic whilst at Tesco Amersham this morning.  As you can see, the threat of being usurped by Lidl, Netto, Aldi (Every Lidl Helps) has galvanised Tesco into action, proudly proclaiming itself as Britain's Biggest Discounter, at a stroke neutralising the threat posed by the upstarts.  You have to admire Sir Terry Leahy - he's got his finger on the buzzer 24/7 alright, and I like that.  A healthy degree of paranoia never harmed any business, just ask Andy Grove of Intel.

On that note, don't be surprised that we see the creation of another bank shortly - not the 'Bad Bank of America', ringfencing goodness knows how many squillions of landfill loans, but Bank of Tesco.

You know it makes sense.  They're buying back the 50% of Tesco Finance from RBS (an old style bank) and with customers making deposits in their billions every month, well - they might as well bank it themselves, pay themselves interest, lend to their customers (based on their Club Card basket rating) - "Sorry ma'am, you can't have that £25,000 loan as your average shopping basket total is only £9.99, and you're only buying our cheap stuff"  "Yes sirree, you can have that £50,000 loan as you've only ever bought Tesco Finest, and according to our data, you spent £25,000 with us on food and drink alone last year".

Think I'm jesting?  I bet, in fact I guarantee that within the next year or so, when the dust has settled and the landfill is being covered over with grass (still emitting toxic fumes of course) Tesco will have banked on its own strengths, and be lending them to you.

Trust Tesco.  It's got a ring about it, don't you agree?

King of Shaves razor gains listings in Tesco and Superdrug

by Alison Donnelly, Marketing 01-Oct-08, 15:37

LONDON - King of Shaves is taking its battle against market leaders Gillette and Wilkinson Sword to the next level after gaining listings for its new Azor razor in Tesco and Superdrug.

King of Shaves Azor now in Tesco (original blog posting)