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Marketing Project Group10

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  • 7/29/2019 Marketing Project Group10

    1/13

    MALE BEAUTY SEGMENT GROUP 10

    Reg nos. 332, 342, 352, 362,372, 382, 392, 402 of 50th batch

    MARKETING MANAGEMENT TERM - 1

    MARKETING FIELD PROJECT REPORT

    ON CONSUMER BEHAVIOUR IN INDIAN MALE BEAUTY SEGMENT

    Group 10:

    Shiva Jyothi N

    Vijit Sonawane

    Rahul D V

    Subramaniam Harishwar

    T Prateek Rao

    Tushar Turumella

    Vimal Kumar

    Yuvraj Singh Bist

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    MALE BEAUTY SEGMENT GROUP 10

    Reg nos. 332, 342, 352, 362,372, 382, 392, 402 of 50th batch

    INTRODUCTION AND INDUSTRY BACKGROUND

    The skin-care industry was always perceived as a women targeted industry. Indian marketing sector, over

    the last few decades has undergone tremendous changes. One of the major segments which had come up is

    the male beauty segment. Beauty products only being used by women is a thing of the past now, although

    the men using beauty products was discovered quite accidently. In a market research done it was found that

    forHindustan Unilevers product, Fair & Lovely in 2005 30% of its users were men. Emami was thefirst to jump on to the wagon by launching Fair and Handsome which is the first fairness cream for men to

    be launched in India. Although there were products like face wash, moisturizing creams (in the form cold

    creams) etc., fairness cream which is considered as the flagship product of beauty industry signalled the

    official beginning of Indian Male Beauty Segment

    NE ED FOR MALE BEAUTY PRODUCTS:

    India has a varied climate and the environment is usually perceived to be harsh. To counter these effects of

    the climate, many of the Indian men, who spend most of their day in the open are looking forward to

    products which help them negate those factors. Whitening has therefore emerged as a principal need. Male

    skin is thicker, less sensitive, and less prone to infections than female skin. So men would need products that

    can penetrate their skin and handle stronger remedies for skin whitening. Also it has been researched that

    men skin is more acidic and therefore more prone to being oily. All these factors mean that Mens beauty

    products have to be significantly different from female beauty products and there is a huge market share to

    capture.

    KuicK Research conducted a survey across 17 major cities in India. 86% of the male respondents

    admitted to using fairness cream for at least once in last six months.

    INDUSTRY BACKGROUND:

    The key players in the Industry are Emami, Hindustan Unilever, ITC, Loreal. Emami had the first mover

    advantage with the Fair and Handsome cream and together with its right mix of strategy (brand ambassador

    selection of Sharukh khan, pricing and distribution) has established itself as the market leader. Hindustan

    Unileveron the other hand with its power clout and dominance in Female beauty segment through Fair and

    Lovely is ever fighting to gain market share and has been fairly successful in doing so. The mens fairness

    cream market is growing at a rate of 22 to 25 percent per annum. So, the general male beauty segment may

    not be far behind. Compared to womens beauty segment, where the growth is lesser at 10 to 15 percent, it is

    almost double. Thus, the above mentioned companies are flooding the market with new products every day.

    We can see products like anti-ageing cream and anti-wrinkle cream being the next rave.

    RECENT TRENDS IN THIS INDUSTRY, IN INDIA:

    Emami - first entrant & category creator with Fair and Handsome fairness cream in 2005. In 5 years, Fair And Handsome has become a Rs.100 Cr brand, growing at 45% per annum and

    contributing 15% toEmamis revenues.

    Total market size of Indian cosmetics industry is expected to reach INR 20,000 Cr by 2014,ASSOCHAM report.

    Growing at an annual rate of 20 %, twice as fast as United States or Europe.

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    MALE BEAUTY SEGMENT GROUP 10

    Reg nos. 332, 342, 352, 362,372, 382, 392, 402 of 50th batch

    Male cosmetics marketing currently at INR 1,700 Cr & Projected to reach INR 3,000 Cr by 2016 asper report by Kuick Research 2012.

    Women skincare industry growing at 10-15% pa compared to male skincare of 25-30% pa.

    PROJECT OBJECTIVES

    UNDERSTANDING CONSUMER BEHAVIOR MALE PERCEPTION OF BEAUTY AND SKINCARE

    What is the Indian males understanding and view of the concept of beauty and what are theparameters across which he measures beauty?

    Perception in the mind of females about male beauty segment and their opinions about whichproducts may be relevant and how do they perceive male beauty.

    Comparing the difference between male and female beauty segment in India and analyse why themale beauty segment has not taken off as big as the female beauty segment.

    Are there too many players and too many categories in the male beauty segment that may beconfusing the consumer?

    Measuring brand awareness in fairness cream segment and understanding whether the consumer inurban and rural area is reluctant in using the product and what is the real reason behind it (shyness,

    indifference or lack of awareness)?

    UNDERSTANDING KEY DRIVERS IN MALE BEAUTY SEGMENT

    Knowing what products does the consumer use or wants to use on his face regularly and whatcharacteristics of the product (pack size, price, brand, packaging) influence the buy or attract the

    consumer. Who are the influencers that affect the purchase decision of the consumer, gauging the effect of

    female family members (mother, sister, wife) in choosing a product or product recommendation.

    Understanding the need for consumer to use male beauty products, was the need self-motivated orinfluenced by somebody (especially female family members).

    What is the impact of celebrity endorsements in the male beauty segment and how it may impact thepurchase decision?

    Understanding the growth of male beauty segment and trends in the industry that have evolved. Isthere a relevant segment that can be catered to with a smaller pack size?

    Is there a scope for cannibalization of fairness creams by face wash and face moisturizers?

    METHODOLOG Y

    With the above stated objectives in mind we set out to do the project. We had divided our market research

    into three parts: direct interviews at the point of purchase, for which we had chosen the location as South

    City mall, an online survey to reach out to maximum respondents in the quickest possible time & to gather

    data from various parts of India hoping to get more diversity in the answers and trying to find some rationale

    behind their purchasing behaviour, in-depth interviews of 4 customers to find out the real reasons behindconsumers purchase decisions and his behaviour.

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    MALE BEAUTY SEGMENT GROUP 10

    Reg nos. 332, 342, 352, 362,372, 382, 392, 402 of 50th batch

    1. On field survey at South City mallThe idea of surveying the consumers at South City mall was to get the consumers response on the spot by

    posing questions related to their purchases, especially the ones around consumer choice, influence of brand

    ambassadors and most importantly to understand the concept of beauty established among men.

    The on field survey team took interviews of two couples at the South City Mall. The idea of interviewing

    couples was to understand the male consumer choice/purchase-decision and perception of male beauty by

    women in a better way.

    2. On-line surveysOver 136 consumers were surveyed online. The idea behind this survey was to get the quantitative data for

    the project. Consumers preferred products, brands and decisions of purchase related to age groups, location,

    profession, disposable income etc. were some of the questions that needed explanation. Additionally, some

    of the qualitative questions such as perceived benefit of using male beauty products and reasons for not

    using male beauty products were also asked in the survey. We had respondents from all over India,

    interestingly the majority of the survey responders were from non-metro cities or Tier I and Tier II cities.

    Majority of them were them college going students in the age group of 22-30 years.

    3. In Depth InterviewsIn depth Interviews were also done to find out the real reasons behind consumers purchase behaviour and

    concept of beauty according to Indian male consumer. We felt that in the on field survey and the online

    survey, we were not able to find the consumers real reasons as the amount of time spent with the consumer

    was short and the consumers were not being entirely honest. In this method we spent around 1 hour with the

    consumers. The time was to break the ice, familiarize with the customer and get him/her into an interactive

    mode rather than interview mode.

    ON FIELD SURVEY

    Findings

    Couple 1: Mr and Mrs Jitesh

    Mr Jitesh 38 years of age, self-employed Consumer of premium brands such as Body Shop, Natures Co. and LOreal Mostly uses moisturizer, face wash and anti-aging cream Used the beauty products mostly in college days under peer pressure to look good Brand ambassadors do play a big role; magazines and television are the biggest channels of promotion Men are getting increasingly conscious about skin care products Male beauty and grooming is essential for confidence and success in professional life; Mrs Jitesh agrees

    with this

    However, concept of men fairness creams is stupid. Believes that urban Indian men are confid

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