48%
Men’s Grooming Products
Top 3 Brands:
      (Euromonitor International)




L’Oréal Professional
        Wella
   Schwarzkopf
Research
Objectives
Research
Objectives
Research
Objectives
Zap
                       Non-Probabilistic Sampling




               Focus
               Group

Hair Profile

 Evanda...
Secondary Data
 Online Database
Internet Documents
 Local Publications
Target Segment




18-55years old
Target Segment




18-35years old
Results & Analysis
Perception of RFM




‘sale-ability’
Perception of RFM




quality
Perception of RFM

5.00
                                                                     4.74
                        ...
Perception of RFM

5.00



3.75



2.50



1.25



  0
       Market Position   Product Range   Availability   Price      ...
Perception of RFM


Paired-Sample Test

      Price
     Quality
  Product Range
Perception of RFM




1                      3                                          5
    2.58                        ...
Perception of RFM




1             3                                   5
                             3.90 4.20



    Po...
Preferences & Habits

Hair Length: very short to short
hair length

Problems: Dandruff, Dry, Too oily,
Maintenance

Hair C...
Preferences & Habits


Styling product: wax and gel

Usage: everyday - few times a
week

Leading brands: Gastby and L’Orea...
Preferences & Habits



Location: supermarket,
pharmacy, pro salons

Hair care purchase: spouse/
girlfriend

Styling purch...
Preferences & Habits




The Pro Salon Man
Preferences & Habits



32% go to
a pro salon

 33.3% visit
 once every
two months
Preferences & Habits




 50% know
 about RFM

 31.3% have
seen RFM ads
Preferences & Habits


               only




    1/2
purchase hair products in pro salons
Preferences & Habits

Bivariate Pearson Correlation



 0.039
 Place of haircut & Place of purchase (styling product)
Brand Awareness

Purchase Hair Products

                       6%
           20%                         37%




        ...
Brand Awareness




2 of 10
 visit a salon at least once a month
Brand Awareness




“Singaporean men
   do not know
  enough about
 ‘Hair Science’”
   - Evanda, Sunji Matsuo Internationa...
Brand Awareness




“They expect to
 see results...’”
   -Theresa Huang, Ex-M.D. of L’Oreal Singapore
Limitations
      We Aren’t Pros

            Bias

Questionnaire Interpretation
Further Research


         Packaging
         Range
         Composition
Further Research
Recommendations
48%
 Pro Salons
2

(Educate)
400,000



300,000



200,000



100,000



     0
          15-24   25-34          34-44         45-54   55-64



       ...
1990   1995      2000        2005           2010     2015


400,000



300,000



200,000



100,000



     0
          1...
Print Ads


 In-store                   Website




Sponsorships               Roadshow


               Samples
Fashionable
              Trendy




                Urban
Sponsorships Professional
Push
Think
   locally,
act globally.
T.M.S.
 “Two-Minute Summary”
thanks.
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Presentation for Marketing Research. (Year 3 Term 2)

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  1. 1. 48% Men’s Grooming Products
  2. 2. Top 3 Brands: (Euromonitor International) L’Oréal Professional Wella Schwarzkopf
  3. 3. Research Objectives
  4. 4. Research Objectives
  5. 5. Research Objectives
  6. 6. Zap Non-Probabilistic Sampling Focus Group Hair Profile Evanda Survey
  7. 7. Secondary Data Online Database Internet Documents Local Publications
  8. 8. Target Segment 18-55years old
  9. 9. Target Segment 18-35years old
  10. 10. Results & Analysis
  11. 11. Perception of RFM ‘sale-ability’
  12. 12. Perception of RFM quality
  13. 13. Perception of RFM 5.00 4.74 4.65 3.75 3.72 3.12 2.50 2.10 1.25 0 Market Position Product Range Availability Price Quality Importance of Attributes
  14. 14. Perception of RFM 5.00 3.75 2.50 1.25 0 Market Position Product Range Availability Price Quality Importance of Attributes vs. Perception of RFM
  15. 15. Perception of RFM Paired-Sample Test Price Quality Product Range
  16. 16. Perception of RFM 1 3 5 2.58 3.76 Availability 1 = Hard to Find, 5 = Widely Available 95% Confidence Level
  17. 17. Perception of RFM 1 3 5 3.90 4.20 Positioning 1 = Mass, 5 = Premium 95% Confidence Level
  18. 18. Preferences & Habits Hair Length: very short to short hair length Problems: Dandruff, Dry, Too oily, Maintenance Hair Cuts: Small salons > Pro salons > Barber Freq.: Once a month, every two months Routine: Twice a day. Separate conditioner, with every wash
  19. 19. Preferences & Habits Styling product: wax and gel Usage: everyday - few times a week Leading brands: Gastby and L’Oreal Studio Line Coloring: not very popular, in the past year Reason: achieve new look
  20. 20. Preferences & Habits Location: supermarket, pharmacy, pro salons Hair care purchase: spouse/ girlfriend Styling purchase: themselves Grooming: clean feel good about themselves
  21. 21. Preferences & Habits The Pro Salon Man
  22. 22. Preferences & Habits 32% go to a pro salon 33.3% visit once every two months
  23. 23. Preferences & Habits 50% know about RFM 31.3% have seen RFM ads
  24. 24. Preferences & Habits only 1/2 purchase hair products in pro salons
  25. 25. Preferences & Habits Bivariate Pearson Correlation 0.039 Place of haircut & Place of purchase (styling product)
  26. 26. Brand Awareness Purchase Hair Products 6% 20% 37% 24% 8% 4% Supermarket Convenience Store Cosmetic Pharmacy Professional Deparment
  27. 27. Brand Awareness 2 of 10 visit a salon at least once a month
  28. 28. Brand Awareness “Singaporean men do not know enough about ‘Hair Science’” - Evanda, Sunji Matsuo International Director
  29. 29. Brand Awareness “They expect to see results...’” -Theresa Huang, Ex-M.D. of L’Oreal Singapore
  30. 30. Limitations We Aren’t Pros Bias Questionnaire Interpretation
  31. 31. Further Research Packaging Range Composition
  32. 32. Further Research
  33. 33. Recommendations
  34. 34. 48% Pro Salons
  35. 35. 2 (Educate)
  36. 36. 400,000 300,000 200,000 100,000 0 15-24 25-34 34-44 45-54 55-64 Population (Current) Euromonitor International
  37. 37. 1990 1995 2000 2005 2010 2015 400,000 300,000 200,000 100,000 0 15-24 25-34 34-44 45-54 55-64 Population (Forecast) EIU Market Indicators and Forecast
  38. 38. Print Ads In-store Website Sponsorships Roadshow Samples
  39. 39. Fashionable Trendy Urban Sponsorships Professional
  40. 40. Push
  41. 41. Think locally, act globally.
  42. 42. T.M.S. “Two-Minute Summary”
  43. 43. thanks.

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