Post on 05-Sep-2014
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Team MarkSmiths
Azar Zia, Nikhil Dubey, Sukesh Chandra Gain
Male Grooming
Market
Body Care Market
Fairness Market
Hair Care Market
Wellness Service Market
Market Overview
Market Segments
Market Size and Growth
Growth Drivers
Increase in disposable income
Increased awareness for beauty products
Rise in organized retail
Adoption of western culture
Demand for organic and natural products
Men’s Grooming Market-1500 Cr
Men’s Fairness Product – 175 Cr
Men’s fairness Product Market
growth – 25%
Men-20% of the total
consumption of fairness cream
Sale of Men's brand –only 5%
Overall P
enetratio
n – 2
5%
0
500
1000
1500
2000
2007 2008 2009 2010 2011
INR (Cr)
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Beauty Products for Men (1/2)
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Beauty Products for Men (2/2)
• VLCC • Jawed Habib
• Kaya Skin Clinic for Men
• Loreal Professionnel
Hair care Products
Hair loss Products
Styling Range
Hair Colour
Face wash
After Shave Gel
Moisturiser
Facial Kit
Muscular Stress Massage Oil
Shampoo
Slimmer’s Aid
Shower Gel
Jawed Habib’s Total Hair Therapy Kit (5 Products):
Shampoo, Hair Serum, Oil, Hair Spa, Conditioner • Shahnaz
Hussain’s • Schwarzkopf
Professional
• B: Blunt • La belle
Cleansers
Moisturisers
Hair care Products
Scrubs
Loreal Professionnel
Products
Shaving Products
Skin Care
Moisturiser
Hair Colour (IGORA)
Hair Styling (OSiS+)
Hair Care Products
Men’s Products & Services (Professional)
Products Products
Hair Care Skin Care
Regular Skin Care Skin Concern
Hair Free Hair Loss Prevention
Skin Care / Facials Hair Treatments
Face Lift / Grooming Obesity Mgmt
Hair care Hair Spa Skin Care
Hair Styling
Hair Cut, Style, Colouring,
Facials, Manicures
Weight Management Beauty treatments
Dermatological Treatments
Hair Treatments, Facials
Hair Care Styling Facials
Skin Care Hair Care
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Current Trends
Blossoming of the ‘metro-sexual’ man
More focus on male personal care products
Entry of international
players
Increased focus on herbal
and organic products
Constant innovation
and focus on branding
Penetration in tier II and tier
III cities
100% Respond
ents 61%
Believe
39% Does Not
Believe
38% Willing
Spend Believe in Looking
Best
Total
62% Not
Willing
76% Men Pdts
Product Category
24% Any Type
100% Respond
ents
Total
84% > 35 Years
16% < 35 Years
Use
68% 15-24 Years
Age Category
32% 25 – 35 Years
Current Market Trends
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Survey Results
63%
37%
Men only Unisex
Choice of Salon
Growth Opportunities
Threats
Global Market
Local Market
Characteristics of Global & Local Market Market Opportunities & Threats
Increasing male clientele Enhanced connectivity of poorest districts Increasing number of middle class people Introduction of in-house wellness products Growing corporate life style More people moving to urban area
Competition from small players Limited awareness about Men’s grooming Entry of international players
Global market in 2009 - $19.7 billion Global consumption in 2009 -$61.3 billion Projected market by 2015 - $33.2 billion International players dominate the market Market is almost saturated with wide range of products
Relatively New Market- 5 years old Men’s grooming market in 2010 –1500 Cr Growth rate -~22% CAGR Local payer still dominate the market Cultural barriers
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
SCHWARZKOPF
Positioning: “ Professional Hair Care for you“; Schwarzkopf represents quality, expertise and
innovation for more than a 100 years now
Target Group: Young and Trendy Hairdressers in Tier -I and Tier -II cities
Males with Graying hair in SEC A and B
ORIFLAME
Positioning: “Natural Swedish Cosmetics”;unique and innovative products inspired by nature with natural ingredients and developed with the latest scientific technologies
Target Group: Target group is this middle class, men who aspire to look radiant and be self-fulfilled . Age 30+ SEC A, B,C
AMERICAN CREW
Positioning: Whether its shine, hold or texture, let American Crew men's hair products inspire your style
Target Group: Men with Thinning hair. Well educated and Fashion conscious male. Age 25+ ,SEC A,B
TIGI BEDHEAD FOR MEN:
Positioning: A full service lifestyle that is effective, edgy and fun with a focus on maintaining healthy hair and a clean body
Target Group: Teen and College going Students for whom style hair is individualistic in Urban Locations SEC A
Competitors: Professional Market
(Products)
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Positioning
Jawed Habib-"The Professional" has integrated hairstyling, beauty & personality grooming in India .
Perfect amalgam of Indian & western hairstyling based on science and the Geometrical System. Associates with Trident , Marriott International
Target Group: College Students and Early Professionals SEC B,C
Positioning
The world's largest cosmetic dermatology chain
customized treatments and special products to diet and skin care tips.
Target Group:
Young men – Age group of over 25 years, Well Educated SEC A,B
Positioning Introduced a totally new concept of "care and cure“. Formulated her own Ayurvedic products growing of its own herbs to manufacturing of its cosmetics line to retail to specialized treatments through its chain
Target Group:
Focused on the Indian women, and Males inclined towards Herbal Beauty
SEC B,C
Positioning
Treatment with Ayurvedic oils, massage & steam helps the penetration of herbs and is effective and long-lasting.
Transforming Lives”, we imply transforming self, spreading happiness and transforming future.
Target Group:
Males in the 30+ age category in SEC A,B
Competitors: Professional (Market Services)
Himalaya Labs
• Positioning: promise of good health and well-being; teal green represents proximity to nature, while the orange is evocative of warmth, vibrancy and commitment to caring.
• Target Group: Targeted at the modern Indian consumer who is willing to pay a premium for good medicine, and for those who believe in Ayurvedic but are not inclined to go traditional Ayurvedic clinics SEC A,B
Unilever Clear:
• Positioning: Fights dandruff gently and effectively, giving you dandruff free hair and Strengthens hair from scalp to give you hair full of health.
• Target Group: Urban and sub urban middle class, and rural poor people SEC A, B, C.
Nivea:
• Positioning: Consumers associate Nivea with trust, reliability and accessibility.
• Target Group : Young Professionals onwards ( 25 yrs +) SEC A, B
Paras: SET WET STYLE::
• Positioning: : confident sexy" positioning to life, and to create elite club of style and elegance and enjoy your role as the man who is always in the spotlight when it comes to women
• Target Group: Teenagers , College Students and Young Professionals (15-35 yrs) SEC B,C
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Competitors: Mass Market
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Supermarkets / hypermarkets
●Route adopted by mass market personal care products
●The major supermarkets are Big Bazaar, Pantaloons, Spencer’s Retail, Big Apple, Reliance Fresh, More etc
Specialty Stores
●Premium segment or professional products of many reputed wellness stores are sold through specialty stores
●Kaya Skin Clinic, Jawed Habib’s, Reebok, Nike, Adidas brands are available through exclusive showrooms and specialty stores
Pharmacy/Personal Care Stores
● Many mass market men’s grooming products are available through such stores
●Apollo Pharmacy has a pan India presence. Besides this, most local pharmacies stock these products
Direct Sales/Marketing
●Brands such as Amway and Avon use the direct sales route for their products
Beauty Salons
●Most professional products are sold through the salon only route.
●Kerastase, Loreal Professionnel and Matrix range of products sold through affiliated beauty salons like B:Blunt in Mumbai
Internet/ Tele-Marketing
●Famous brands like Oriflame uses the telemarketing approach for distribution.
●All major beauty products are widely available through the internet
L’Oreal Professionnel range of products are available in
more than 50,000 salons across 100 cities in India
Distribution Channels
Loreal Professionnel: Distribution flow
Sales
Salons make availbale the products to professional hair designers as well as customers visiting them
Distribution
Products are made available to leading salons across the country affiliated to them
Manufacturer
Products are sourced from manufacturer site by importing if necessary
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
The Common Indian Man has evolved…..
Roti, Kapda aur Makaan
will no longer suffice!!!
Ye Dil Maange More!
Growing Disposable Income Rise in Employment Robust Economic Growth
The Per capita income (average income) of Indians has grown by 10.5 per cent to
US$ 947.21 in 2009-10 as against US$ 857.43 in 2008-09, at the current price.
The Services Sector continues to grow at a fast pace, providing employment opportunities to
millions across the country
From 2004 until 2010, India's average
quarterly GDP Growth was 8.37 percent reaching an historical high of 10.10 percent in September of 2006
.
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
“My barber knows me very well. I get the haircut I want. Why waste hundreds of rupees on salons?”
Vital Statistics Target : Mr. Sharma
Age Group : 50+ years
Occupation: Serviceman or Retired
Income : Rs. 10000 + p.m.
Mindset: Traditional
Needs: Haircut & Shaving
Preference : Barber Shop.
Views :
Salons are an unnecessary waste of money. Long-term relations with the local barber helps get customized service. Personalized attention and low fares are added benefits of local barber shop.
Characteristics:
•The older generation is satisfied with traditional modes of grooming.
•Unwilling to change
• Lack of awareness about salons
•No interest in personal grooming --- just basic haircut and shave needed
Perception:
No differentiation in services offered by salons
Target Status: Negative
The Cynical Uncleji
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
“Salons are fine for special occasions, that too when my wife insists. For regular needs, the local barber is good enough. Anyways, at my age , who needs special grooming. I also feel embarrassed of women around me in unisex salons. I prefer men only salons.”
Vital Statistics Target : Mr. Gupta
Age Group : 35-45 years
Occupation: Corporate or Govt. job
Income : Rs. 35000 + p.m.
Mindset: Balance of tradition and modernity
Needs: Haircut, Shaving. Occasional facials & hairstyling
Preference : Barber Shop, local men only salons.
Views :
Doesn’t mind visiting salons once in a while. Believes that any local salon can give as good a service as branded ones, at much lower prices. Unisex salons make him uncomfortable.
Characteristics:
• Represents the typical middle aged family guy. Not brand conscious
• The youthfulness in him is lost. Egged on by wife to visit salons for personal grooming Style not important.
• Not comfortable with women around him in salons.
Perception: All Salons provide same kind of service. Save costs by visiting local salons.
Target Status: Neutral. An existing, but undependable TG
The Couch Potato
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
“Beauty products for men ? It’s only for effeminates. The real man doesn’t need Salons and skin whitening creams. Hair is a sign of virility & masculinity. Why fiddle with it?”
Vital Statistics Target : Monty Singh
Age Group : 20-35 years
Occupation: Student / Professional
Income : Any
Mindset: Regressive, egotistical
Needs: Haircut, shaving, hair color
Preference : Barber Shop
Views :
Believes that men are by nature created to look ‘masculine’. Stuff like facials, pedicure, manicure, waxing are meant for effeminates. Abhors unisex salons and dislikes the growing trend of metrosexuality
Characteristics:
• Rustic, unsophisticated, lacking social etiquette
• Arrogant, egoistic & stubborn
• Prefers the local barber shop, if at all its services are needed
Perception:
Men should be ‘real’men --- shouldn’t get carried away by marketing gimmicks of beauty product companies
Target Status: Negative
The Desi Guy
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Vital Statistics Target : Mr. Rahul Khanna
Age Group : 25-35 years
Occupation: Corporate executive, IT professional, Media personality
Income : Rs. 25,000 – 3,00,000 p.m.
Mindset: Modern
Needs: Hairstyling, pedicure, manicure, facials and more...
Preference : Reputed Salons
Views :
A reputed salon is a must to take care of personal grooming needs. Looking & feeling good is essential to lead a healthy social life and be confident. Willing to spend a few more bucks for good quality service.
Characteristics:
• Beauty products and services for men thrive on such customers
• Metrosexual man --- Status conscious with active social life
•Brand conscious --- Armani and Polo are his favourite brands. Looks for reputation and quality in brands
• Comfortable in unisex salons
Perception:
Men must take care of themselves. No sin in that.
Target Status: Positive. Main TG. Money and passion --- Perfect combination.
The Suave Socialite “It’s very important for me to look and feel good about myself. A good salon is extremely important for personal care and also a great place to de-stress ”
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Vital Statistics Target : Sameer Kapoor
Age Group : 17-24 years
Occupation: High School, College student, Entry-level professional
Income : 0 – 15,000 p.m.
Mindset: Ultra-Modern
Needs: Hairstyling, hair color, facials
Preference : Local Salons
Views :
Though he would love to visit a reputed salon, he can’t presently afford it. Understands the importance of grooming
Characteristics:
• MTV generation --- Global outlook & fashion conscious
• High importance of personal grooming to attract the fairer sex
•Brand conscious
• High aspirational levels --- potential future customers
Perception:
Modernity requires a shift from traditional hair solutions to professionalized hair care services
Target Status: Positive. Potential target group
The Handsome Hunk “I’d love to visit high end salons, but right now, affordability is an issue. Good looks is a great confidence booster. Of course, have to keep myself updated with the latest trends as well!”
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Target Group
• Age : 17-45 years
• Socio-Economic Class : A, B
• Lifestyle : Urban , sophisticated
• Psyche: Modern and balanced
• Income : INR10,000 +
Customer Needs
• Quality service
• Value for money • All Grooming solutions under one
roof • Confidence Boost • De-stressing ambience • Special products for men • Men only salons alongside unisex
ones
Every 2nd indian metro male has a date at the beauty salon once a month: Nielsen
3 in 5 single men claim they try to look stylish at all times
Besides visiting a beauty salon, 1 in 3 Indian men claim they visit a hair salon two to three times a month
Besides the most common activity – haircut – head massage and hair coloring are the next two most popular activities when they visit the salon
* AC Nielsen Report, 2007
Frequency & Habits
Schwarzkopf
•Positioning: “Professional Hair Care for you“; Schwarzkopf represents quality, expertise and innovation for more than a 100 years now
•Product Range: Colouring ,Taft, Taft Looks, Shampoos, Conditioners, Lotions, Serums, Men Perfect.
•Promotion: Traditional
•Brand Values: irresistibility, colour and inner confidence
•Status: Primarily Hair Coloring Brand
•Packaging: packaging is simple, elegant and precise, reflecting perfectly the professional level of the products; 13 packages with sub brand logo design
L'Oréal Professionnel
•Positioning: Refreshingly simple hair care, strong structured styling products, perfected for men alone by L'Oréal Homme.
•Product range: Haircare, Hairloss Styling Range, Hair Color
•Promotion: 1st launch of Homme by LPH, with a tagline of ‘Especially for Men’ catches the imagination of hairstylists and customers.
•Brand Values: sophistication and elegance, innovation, performance,
•Status: High Price, High Value
•Packaging: Increasingly Environmentally Friendly. Colors vary with the different collections
Nivea
•Positioning: “Less alcohol, more care”. Offered smooth, freshness and soothing Qualities
•Product Range: Shampoo, Hair Recharge shampoo and lotion, Style Freeze, Aqua Gel, Shower Gel
•Promotion: Nivea has huge brand recall and equity. The brand has not been aggressive enough in India
•Brand Values: “Mildness,” “reliability,” “gentleness,” “protection,” “high quality,” and “value for money”
•Status: Family Brand
•Packaging: Blue and White packaging is universal
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Status comparison
Strengths
•Innovative Products through constant R&D
•High Brand Equity,Awareness among customers for being a Trendsetter
• Diversified and Effective Distribution Network.
• ability to be global and to act local; market leader in the segment
Opportunities
•Consumers attach more & more importance to quality & global brands
•Men’s attititude towards personal and hair care and more importantly Salons are changing for better
•Target groups with growth potential and disposable income
•Newer acquisitions—more range of products
Threats
•Target Group and Positioning is similar to most competitiors. Hence, Brand Cannibalisation
•Entry of new Global and Local players in the hair care segment
•LPH’s products are luxuries that could be hurt by an economic downturn
• Non-Traditional Solutions like Ayurveda, Cosmetic Surgery
Weaknesses
• Low Profitability
•Decentralized Organizational structure of L'Oréal Paris
•Dissimilarities brought about in the campaign by worldwide operation
•Only One existing product range cannot satisfy all customer needs
S W
T O
Swot analysis
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Future Marketing Mix Strategies
Beauty cream - Dermatin Shaving products Deodorants and colognes - Eion
Product
Premium pricing Price Range Rs. 500 – Rs. 1200
Price
L’Oréal Professionnel salons Hair styling salons Exclusive Homme Corner High end shopping malls ‘Men’s Corner’/‘Men’s Zone’
Place
Grooming magazine - Men’s Health Celebrity endorsement Social media
Promotion
Existing Marketing Mix
Tonique : Shampoo for normal hair Densité : Shampoo for thinning hair Energic : Energizing gel shampoo Controle+ :Daily conditioner Wax : Definition Wax Sculpte : Sculpting fiber paste Strong : Strong hold gel Clay : Strong hold matt clay Mat : Matt sculpting pomade
Product
Premium pricing Shampoos and conditioner : Rs. 495 Styling range : Rs. 550 Renaxil – anti hair loss shampoo : Rs. 2,200
Price
L’Oréal Professionnel salons Hair styling salons : B Blunt Internert
Place
Internet Professionnel salons
Promotion
Road Ahead
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Packaging
Colour: Grey, black, brown, dark blue Shape:
Pumps and tubes
Label: Identifiable, attractive graphics
Logo : Tag Fresh look
Ingredient Branding Highlight ‘Reason to Buy’
Packaging Strategy
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
Agenda Market Analysis
Competitor Analysis
Distribution Channel
Consumer Trends
Brand Analysis
Strategies & Recommendations
• Advertise on Yahoo India, Rediff & MSN homepage • Advertising in English on social networking sites like Facebook & Twitter • Tie-up with Zynga games to develop a game with men’s grooming as a theme --- on the lines of Farmville • Online contests such as quizzes based on brand history & recognition
• Celebrity endorsement using Bollywood actor Imran Khan as brand ambassador • Sponsoring Male model hunt shows such as Gladrags Mr. India • Title Sponsors of India Fashion Week • Advertising in Fashion & Lifestyle magazines for men such as Men’s Health
Promotion Strategies
Internet & Social Media
Fashion & Glamour
World
Mass media
Tie-ups
• •Tie- Ups with big Corporate Houses and provide grooming solutions for their male employees at discounted rates • Tie-Ups with International and reputed gyms in metros frequented by men from SEC A, B • Collaborating with professional male apparel brands & offering trial offers to loyal customers
• Sponsorship & Advertment during popular cricket tournaments such as Cricket World Cup & IPL • Advertising during popular soccer leagues such as English Premier League • Advertising on English movie channels such as HBO & lifestyle channels like NDTV Good Times • Product placement in reality shows such as Big Boss, Indian Idol
Promotion & Advertising
Statistics reveal that TG men are not great watchers of TV nor are
they fond of shopping. Cyberspace is their Comfort zone.