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Presentation_ Comestics in Nigeria.ppt

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Transcript

  • 1. Cosmetics in Nigeria  
  • 2. Religion Impact on Cosmetics -Islam’s effects - Cosmetics appropriate in “certain situations”
  • 3. Education and Language
      • Only 16.5% complete secondary education
      • Literacy Rate: 75.6% male/ 60.6% female
      • Official Business Language: English
  • 4. Income and Population
      • Population: 128,771,988
      • 60% of the population lives below the poverty line
      • Median age: 18.5 years old
      • GDP per capita is $1,000 ($40,000 less than USA)
  • 5. Media
      • Radio
    • - 36 FM Stations and & 87 AM Stations
      • Television
    • - 3 channels (2 state operated)
      • Newspaper/Magazines
  • 6. Shopping Habits
      • Trading Culture
      • Cash is king (Naira)
      • Higher shopping frequency than Americans
      • Cosmetics are luxury; shop by necessity
      • Income plays a role
  • 7. Retail Outlets
      • Supermarkets: 5%
      • Convenience stores: 40%
      • Traditional: 55%
  • 8. Cosmetic Shopping
    • Lower Income
      • Traditional / convenience
      • Happy to own
      • Buy for immediate future
    • Middle/Upper Income
    • Supermarket
      • Higher-quality / Latest fashions
      • Wear around or outside home
      • Nice Collections
  • 9. Cultural Themes
      • Bright colors
      • Women wear make-up post graduation or dating
  • 10. Market Segments
      • Over 250 ethnic groups
      • Post graduate women – Urban
      • 22-50 years old
  • 11. Interview Analysis
      • Role of Cosmetics
      • Social Implications
      • Target Audience Identified
      • Benefits of Make-Up
      • Popular Shades
      • Major Retailers
  • 12. Does Cosmetics play a Major Role in the Life of Nigerian Women?
  • 13. Answer lies in the Eye of the Beholder
  • 14. Role of Cosmetics
      • “ The role of Cosmetics in Nigeria is the same everywhere, people want to look good so they wear makeup”
            • -Kaine
      • “ It really don’t play a big role”
    • - Ese
  • 15. Social Implications
      • Out of Control
      • Loose
      • Arrogant
      • Beautiful
      • Mature
      • Fashionable
  • 16. Target Audience
      • Women (22-50 years of age)
      • Out of School (Post college)
      • Middle Class
  • 17. Benefits
      • Beauty Enhancing
      • Ritual Purposes
  • 18. Popular Colors
      • Red
      • Black
  • 19. Where Can Cosmetics Be Purchased?
      • Small In-Town Shops
      • Limited Selection
      • Only Accepts Cash (Naira)
      • Pharmacies
      • Wide Selection
      • Family Owned
  • 20. Marketing Strategy
      • Product
      • Place
      • Price
      • Promotion
  • 21. Product
      • Lipstick (shades of red, pink, and black)
      • Eye Liner (black and brown)
      • Eye Shadow (Bright colors and Earth-tones)
      • Foundation (match skin tones)
      • Rouge
  • 22. Price
      • Price Penetration
    • -Appeal to lower and higher income
    • Women
      • Moderately Priced
  • 23. Place
      • Multiple distribution channels
      • Pharmacies • primary location
      • Nail and Beauty salons
      • Sales team
  • 24. Promotion
      • Sales Team
      • Radio Ads
      • In-Store Promotion
  • 25. Strategy Effectiveness
      • Customer focused
      • Monitor trends
      • Evaluate
  • 26. Recommendations
      • Many Distribution Channels
        • Pharmacies
        • Salons
        • Sales Force
      • Competitive Pricing
      • Advertising
  • 27. Works Cited
      • &quot; Education in Nigeria .&quot; Online Nigeria. 28 Feb. 2006. Online Nigeria Daily News. 28 Feb. 2006 <www.onlinenigeria.com/education>.
      • Evbuomwan, Ese. Telephone interview. 3 Mar. 2006.
      • &quot;Nigeria.&quot; CIA- The World Factbook . 20 Feb. 2006 <www.cia.gov>.
  • 28. Works Cited
      • Nigeria Retail Food Sector Report .&quot; 18 Dec. 2003. 24 Feb. 2006 <www.fas.usda.gov>.
      • Okonkwo, Osinanna, &quot;Henry&quot;. E-mail interview. 2 Mar. 2006.
      • Ross, Heather. &quot; Beautifying Oneself and Islam .&quot; 28 Feb. 2006 <www.ummah.com/islam/beauty1.html>.
      • Teme, Kaine. Online interview. 2 Mar. 2006.
      • &quot; Toyin's Nigeria Shopping Tips .&quot; Virtual Tourist. 24 Feb. 2006 <www.virtualtourist.com>.