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THE BRANDIT QUEEEN
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THE BRANDIT QUEEEN

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THE BRANDIT QUEEEN THE BRANDIT QUEEEN Presentation Transcript

  • 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 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
  • 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
  • WHAT’S AVAILABLEShaving Hair Care Skin CareBath &Shower Deos
  • 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
  • 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)
  • 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
  • COMPETITION FOR HIM
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • POTENTIAL OPPORTUNITIES NEW TRENDS• Men going for straightening and rebonding• Sunday Afternoon pampering• He listens to his woman, but he needs his space
  • 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
  • “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
  • “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
  • 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
  • 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
  • THE MALE the plate On SALON EXPERIMENT
  • 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
  • THE NIGHT SHOW • 9pm – 12am by appointment • Add-on Massages • Personal TV ScreenWhy• Long Working hours• Relaxation vs. Grooming
  • 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
  • Being true L’Oreal