Presented by:Tu Anh
Pema LamaDawood Abbasi
Daniela HindererAnastasia VoroninaPililani Fisho Mwale
ContentsTarget MarketValues, needs and MotivationExtended selfMarsProduct relationshipSensory PerceptionReferencesDecision making process
Target Market• Name : David Mosby • Age: 25• Born in New york, USA• Currently in Paris, France• Employed as Assistant Manager in
Zara• Masculinity
Values, needs & motivations• Safety–Stability in life
• Belongingness (social)–Socialize with other man– a “group feeling”
• Ego (esteem)– look good and feel confident
Values, needs and motivations• Motivation conflicts (Approach-Avoidance) - look good vs
spend time with friends
• Drive theory’s homoeostasis- needs to reduce unpleasant states of arousal
Extended self
• Individual level- Need to look attractive- I, me and myself- Blind date / Interview /
Extended self
• Group level- Comparing yourself and others- Ego- Sikhs not cutting their hair
Mars• Look good everyday• Sharp, clean, groomed & styled •Majority shares in Shiseido,
Bed Head and L’Occitane• Package• Sauna, drinks & snacks, stylist
Mars • Suffer in a feminine spa • Unique features : –No spa music–No waiting lounge flipping
through magazines–Sports and business news on
big screen TVs–Theme
PackageThe Wedding
Shaving /Hair / Manlycure Body Scrub /Body hair
**********
The Gala Shaving/Hair/ Manlycure /Body hair
************The interview
Shaving/Hair/Manlycure
Relationship• The environment
• Product and service satisfaction
• Looking good factor + feeling good factor
Sensory perception
• Vision
• Smell
• Feeling
Reference group
• Work group– influence
• Virtual groups/ community–advantage of anonymity
Power of reference groups• Reference power - Celebrity: hair dresser/stylist • Legitimate power
- Professionalism and comfortability• Reward power
-Bonus and complementary package
Brand involvement• Socializing and networking• Image creating- celebrity appeals (Brad Pitt, Hugh
Jackman)• Discounts• Loyalty card• Advertisements
Decision taking process• Problem recognitionMen’s body need equal treatment as
woman!!!!• Information research• Evaluation of Alternative• Product choice• Outcomes
Pimples Body hair
Blackheads Body odour
Wrinkles dryness/oiliness
Decision taking process• Information researchMARS- Introvert about beauty- Private and open new life for men’s
beauty- Website/ newsletter/group
discussion
www.uk.askmen.comwww.uk.askmen.com
Decision taking process• Evaluation of alternatives- Self-service- Psychology• Product choice- Respect privacy and feelings- Everything is simple- The environment
Decision taking process• Outcomes
THANK YOU!!!!