DECONSTRUCTING     MEN  Team : The Brandit Queen
AGENDAMarket Analysis  Consumer Trends     The Players       Primary Research          We speak ..
CURRENT MARKET SITUATION                  Global sales of men’s grooming products grew 11% in 2009                 Hair Ca...
CURRENT MARKET SITUATION                    Men’s personal care segment in India is $200 million in India              Hai...
WHAT’S AVAILABLEShaving Hair Care Skin CareBath &Shower Deos
WHAT’S AVAILABLESpasITC KayakalpCMYK Health BoutiqueFloriana GroupHair TreatmentsKaya Hair Loss PreventionVLCC Ayurvedic H...
MARKET CHARACTERISTICS                                 Price Sensitive                                 90% market growing ...
Ubersexuality             More          CURRENT           masculine             than           TRENDS          metrosexual...
COMPETITION  FOR HIM
WELLA                                       Strengths                                                           • Irregula...
SCHWARZKOPF                                      Strengths                                                         • Limit...
PROFESSIONNEL                                          Strengths• Help men and women around                               ...
CONSUMER SURVEY          Salon Types Visited                          Sales         Professional                          ...
CONSUMER SURVEYReasons behind choosing Salons                Price                     57.10%      Major consumer         ...
CONSUMER SEGMENTS      Go-Getters                 Penny Wise            71.4%                       22.9%        Concern f...
MEN-ONLY BARBER SHOPS• From SEC B,C,D,E        • Main services           • Grooming (other than• Spend : Rs 50-100 for    ...
UNISEX & PROFESSIONAL         SALONS     From SEC A , working                                                             ...
POTENTIAL    OPPORTUNITIES         NEW TRENDS• Men going for straightening  and rebonding• Sunday Afternoon  pampering• He...
WHAT ARYAN WANTS                  “Those that pack                                              “Victory shall be         ...
“He likes manicures pedicures as well as hair styling.                                 ”Men form 40% of our clientele.    ...
“He knows all the brands in market but to be on thesafer side we would recommend L’Oreal Inoa for haircolouring.         ”...
HOMMEWORKPRODUCT: Range includes shampoos, stylingclays, waxes, gels, sculpting fibre pastes, grey blending, sculptingpoma...
HommeworkSTRENGTHS                WEAKNESS• Loreal Distribution    • Low market  channel                  penetration• Hig...
THE MALE the plate       On SALON    EXPERIMENT
THE FEELMasculine           Relaxing           Functional•Earthy Tones       •Pool Table        •Wi-fi•Neutral colours    ...
THE NIGHT SHOW • 9pm – 12am by   appointment • Add-on Massages • Personal TV ScreenWhy• Long Working hours• Relaxation vs....
THE EXTRA CAR(e)• Free Car Wash at the  dedicated salon parking• On-demand Paid  complete cleaning service          Why• M...
Being true   L’Oreal
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THE BRANDIT QUEEEN

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  • PicturesFor ubersexual
  • Paul michelle
  • THE BRANDIT QUEEEN

    1. 1. DECONSTRUCTING MEN Team : The Brandit Queen
    2. 2. AGENDAMarket Analysis Consumer Trends The Players Primary Research We speak ..
    3. 3. CURRENT MARKET SITUATION Global sales of men’s grooming products grew 11% in 2009 Hair Care 4% growth in value $2.9 bn sales in 2009 Skin Care Star Category 7% growth in 2009 $1.8 bn sales in 2009 Razors, Blades & Deodorants 39% value shareSource: Euromonitor; Financial Times
    4. 4. CURRENT MARKET SITUATION Men’s personal care segment in India is $200 million in India Hair Care Face Care 3.2% growth in 2009 Fastest growing segment Largest Market Share Gillette Current per capita expenditure on personal care is $1 (vs. $36.65 in other Asian countries)Source: Euromonitor; Financial Times
    5. 5. WHAT’S AVAILABLEShaving Hair Care Skin CareBath &Shower Deos
    6. 6. WHAT’S AVAILABLESpasITC KayakalpCMYK Health BoutiqueFloriana GroupHair TreatmentsKaya Hair Loss PreventionVLCC Ayurvedic Hair TreatmentsSkin TreatmentsKaya Skin Clinic : Hair removal, Anti-tanning, Age ControlVLCC : Ant-ageing, Anti-pigmentation, Skin Rejuvenation
    7. 7. MARKET CHARACTERISTICS Price Sensitive 90% market growing in low , medium price categories Increasing disposable income Higher demand for premium products Increasing Urbanization Exposure to international grooming trendsSource: Asia Pacific Cosmetics & Toiletries Market Overview (U.S. Commercial Service)
    8. 8. Ubersexuality More CURRENT masculine than TRENDS metrosexual Increasedspending on Skin lightening high-end treatments styling products Shift in purchasing Increasing group from consciousness spouses to for well-being men themselves
    9. 9. COMPETITION FOR HIM
    10. 10. WELLA Strengths • Irregular supply• Passionate about hair. • Late entrant• Love of hairdressing and • Technical training and • India is price sensitive service market innovation • Government regulations• Passionate professionals • P&G’s channels like you • CSR • Strong position in colour • Habib’s - salon chain Weakness & Positioning Threats
    11. 11. SCHWARZKOPF Strengths • Limited innovation• Trust and success • Weaker brand image • High Variety • India is price sensitive• Dream and vision to market make it a reality • Strong Partnership - • Government regulations• Professional Partnership Lakme • Ramp up of salon chain tie ups in India Weakness & Positioning • CSR: Cut to Shape + SOS Children Threats
    12. 12. PROFESSIONNEL Strengths• Help men and women around • Strategies reproduced by the world realise their competitors aspiration to beauty, • Strong network • Cannibalization of market• Express individual • Established Brand image share personalities to the full. • India is price sensitive market • Consistent R&D • Government regulations • Complete in-salon marketing • India’s Largest salon base Weakness & Positioning Threats
    13. 13. CONSUMER SURVEY Salon Types Visited Sales Professional Salons (like Loreal) 24% Mens Only Barber Shops As the disposable income 47% increases, the visits to Unisex Salons professional salons 29% increaseSample Size : 35 menAge Group : 18- 30 yrs
    14. 14. CONSUMER SURVEYReasons behind choosing Salons Price 57.10% Major consumer Brand 62.90% characteristicsSpecific Treatments 8.60% 1. Value for Money Services Offered (Money Spent to 37.10% Service offered) Value for Money 62.90% 2. Brand 3. Price Reccomendations 42.90% 4. Recommendation Ocassion Specific 22.90% from closed onesSample Size : 35 menAge Group : 18- 30 yrs
    15. 15. CONSUMER SEGMENTS Go-Getters Penny Wise 71.4% 22.9% Concern for Not too adventurous family, environment, Price sensitive Seek value for money, Family, environment are Career-oriented importantFavour established, prestige Accomplishments matter products 78% prefer Professional Salons
    16. 16. MEN-ONLY BARBER SHOPS• From SEC B,C,D,E • Main services • Grooming (other than• Spend : Rs 50-100 for demanded : Hair cut haircuts) not an all grooming , Shave , Scalp essential part of their• Needs to be tended massage well being immediately • Hair oil doubles as a • Social taboo to groom• Once a month for hair styling product oneself, shy, dissident cut and 1-2 times per • Buys products like week to shave hair dyes
    17. 17. UNISEX & PROFESSIONAL SALONS From SEC A , working Preferences: hair styling 15-28 years - hair gels, wax and streaks styling, coloring Achievers; grooming is a “must Spends Rs150 to 5000 30 years & above - spa & do” etiquette relaxation Personal rapport with stylist & Role of women in theirrituals, massages, pedicures etc. service is of prime importance achievements significant once in 2 months for haircut Needs good service and doesn’t mind the delay /massage / spa
    18. 18. POTENTIAL OPPORTUNITIES NEW TRENDS• Men going for straightening and rebonding• Sunday Afternoon pampering• He listens to his woman, but he needs his space
    19. 19. WHAT ARYAN WANTS “Those that pack “Victory shall be well shall sell his who has a well” shorter regimen”Source: Dermatologic therapy, Vol 20, 2007 (Skin care for men and its marketing by Joel Schlessinger) Paper bySrinivas Durvasula and Steven Lyonski: A double edged sword: understanding vanity across cultures
    20. 20. “He likes manicures pedicures as well as hair styling. ”Men form 40% of our clientele. -Stylist at Legato, Unisex salon, Aundh, Pune“He nowadays comes alone; while the young breedgoes for styling & looks the older one go formassages. He spends more on grooming than on ”food. -Stylist at Glitz, Unisex salon, KP, Pune
    21. 21. “He knows all the brands in market but to be on thesafer side we would recommend L’Oreal Inoa for haircolouring. ” -Stylist at Suso, Unisex salon, KP, Pune“He sometimes wants herbal products for the skin ”and for hair we have safe options like L’Oreal. -Stylist at Vasundhara’s, Herbal Unisex salon, KP, Pune
    22. 22. HOMMEWORKPRODUCT: Range includes shampoos, stylingclays, waxes, gels, sculpting fibre pastes, grey blending, sculptingpomades, anti hair loss potionsPACKAGING: Minimalist look yet bold, black matte finish withsilver lettering/text box fills, stylish, sophisticated and timelessPRICE & PROMOTION: Prices : premium segment, Upmarket salons, commercialization and then take over, Use ofexisting distribution channels : stronghold in IndiaADVERTISING: Mainly through online stores; Brandreputation, in salon stylists’ word of mouth, Exclusive men’sproducts to cater to men’s needs by a company which is best-in-business, premium product for men
    23. 23. HommeworkSTRENGTHS WEAKNESS• Loreal Distribution • Low market channel penetration• High Recall Value of • Low familiarity L’Oreal • Lack of country• Men exclusive customizationTHREATS OPPORTUNITIES• Social conventions • Emerging Market• Price sensitivity • Grooming consciousness increasing
    24. 24. THE MALE the plate On SALON EXPERIMENT
    25. 25. THE FEELMasculine Relaxing Functional•Earthy Tones •Pool Table •Wi-fi•Neutral colours •Big couches •The right tools•Spacious •Sports channels •Simulation screens on TV screens •Massage Chairs •Freshly Brewed Coffee •Music
    26. 26. THE NIGHT SHOW • 9pm – 12am by appointment • Add-on Massages • Personal TV ScreenWhy• Long Working hours• Relaxation vs. Grooming
    27. 27. THE EXTRA CAR(e)• Free Car Wash at the dedicated salon parking• On-demand Paid complete cleaning service Why• Men love their machines• Multi-tasking
    28. 28. Being true L’Oreal

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