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BRAND STRATEGIES
MEN’S GROOMING INDIA Asad Hoosain
MBA-13-007
FMCG SECTOR
PERSONAL
CARE
FOOD &
BEVERAGES
HOUSEHOLD
CARE
• Soaps
• Personal Wash
• Skin care
• Hygiene
• Oral Care
• Choc...
• Value- Rs.1400 billion,
• 2.5% of GDP
• Growth rate- 17%
Major companies
• Hindustan Unilever
• P&G
• Nestle
• Colgate
•...
MEN’S
GROOMING
INDUSTRY
• Men’s personal care and grooming market is just 5-6% of the
overall $10 billion (Rs.61,000 crore) personal care market
•...
NEILSEN SAYS
• Rapid growth of more than 34%
• Skin creams segment in male grooming grew at 41%
• Fastest Growing Regions-...
TOILETRIES
SKINCARE
FRAGRANCES
HAIR CARE
OVERALL PENETRATION 32%
Le Players
GROWTH DRIVERS
• Increase in disposable income.
• Men also realize ‘NEED’.
• Rise in Organized retail.
• Western culture?!...
MARKET TRENDS
• More focus on male personal care.
• Increased focus on natural/organic products.
• Entry of International ...
OVER THE YEARS
• Indian men are finally coming out of the closet.
• Growth rate is 34%- women is 20% (Coming in as a shock...
CONSUMER TRENDS
• Common man has evolved!
ROTI, KAPDA AUR
MAKAAN will no
longer suffice.
YE MAANGE
MORE!
OH WHY?
Robust Ec...
WHAT THEY DID THEN?
• BEST FRIEND IGNORANCE
• Grooming = Ladies stuff
• Backward Mindset
• ‘Mens don’t cry’ attitude!
WHAT ARE THEY DOING NOW?
• Shopping for themselves!
• Evolved into travellers!
• Mixing-Matching!
• ‘50 is the new 30’ att...
FROM
• Cynical Uncle
• Couch Potato
• Desi guy
TO
• Confident Employee.
• Suave Socialite.
• Handsome hunk.
AESTHICISM FOCUS!
WHAT IS THE BRAND
PERSONALITY ?
OVERALL TOP
PLAYERS
PHYSIQUE
• SKIN/HAIR/TOILETRIES
• QUAITY PRDT FROM
RESEARCH
PERSONALIT...
OVERALL STRATEGIES IN A BOX
• Realization through advertisements
• Innovation and Differentiation.
• Multi-linked
• Social Marketing
• Socio-Economic status
• Packaging
• Celebrities!
• Local Distribution
• Unisex quotient
• Getting more specific .
• Existence elsewhere than the Metros.
LAST WORDS
• Cultural Barriers
• Price Wars?
• Not completely changed.
Brand strategies adopted by mens grooming india!
Brand strategies adopted by mens grooming india!
Brand strategies adopted by mens grooming india!
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Brand strategies adopted by mens grooming india!

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Brand strategies adopted by mens grooming india!

  1. 1. BRAND STRATEGIES MEN’S GROOMING INDIA Asad Hoosain MBA-13-007
  2. 2. FMCG SECTOR PERSONAL CARE FOOD & BEVERAGES HOUSEHOLD CARE • Soaps • Personal Wash • Skin care • Hygiene • Oral Care • Chocolates • Bakery Products • Tea/Coffee • Soft Drinks • Fabric Wash • Detergents • Dish Wash
  3. 3. • Value- Rs.1400 billion, • 2.5% of GDP • Growth rate- 17% Major companies • Hindustan Unilever • P&G • Nestle • Colgate • Godrej • Johnson & Johnson
  4. 4. MEN’S GROOMING INDUSTRY
  5. 5. • Men’s personal care and grooming market is just 5-6% of the overall $10 billion (Rs.61,000 crore) personal care market • It’s now a Rs. 2,500-crore market in India. • Clocked 21% annual growth and is expected to touch Rs 6,870-crore in the next three years. • Largest Market –Western India (28%) • Previously a niche market. Target Shift .
  6. 6. NEILSEN SAYS • Rapid growth of more than 34% • Skin creams segment in male grooming grew at 41% • Fastest Growing Regions- East & North-East • Men in India today—and especially those who fall in the age group of 18 to 25—spend more money on grooming and personal care products than women in India. • Deodorants & perfumes 41% growth over the last 2 years 63% over the last 5 years.
  7. 7. TOILETRIES SKINCARE FRAGRANCES HAIR CARE OVERALL PENETRATION 32%
  8. 8. Le Players
  9. 9. GROWTH DRIVERS • Increase in disposable income. • Men also realize ‘NEED’. • Rise in Organized retail. • Western culture?! • Demand for natural products.
  10. 10. MARKET TRENDS • More focus on male personal care. • Increased focus on natural/organic products. • Entry of International players. • Penetration in Tier-I & II cities. • Constant Innovation. • Branding game! • Rising Mergers & Acquisitions. • Blossoming of the ‘Metrosexual man’(MOST PROMISING CONSUMER MARKET OF THE DECADE)
  11. 11. OVER THE YEARS • Indian men are finally coming out of the closet. • Growth rate is 34%- women is 20% (Coming in as a shocker?) Need is generally seen in Self-Esteem, where Indian men perceive beauty not just in terms of face,but also in terms of a fit body,confident attitude & impressive personality NOTHING IS DEEPER THAN SKIN…
  12. 12. CONSUMER TRENDS • Common man has evolved! ROTI, KAPDA AUR MAKAAN will no longer suffice. YE MAANGE MORE! OH WHY? Robust Economic Growth Rise in Employment Growing Disposable Income
  13. 13. WHAT THEY DID THEN? • BEST FRIEND IGNORANCE • Grooming = Ladies stuff • Backward Mindset • ‘Mens don’t cry’ attitude!
  14. 14. WHAT ARE THEY DOING NOW? • Shopping for themselves! • Evolved into travellers! • Mixing-Matching! • ‘50 is the new 30’ attitude.
  15. 15. FROM • Cynical Uncle • Couch Potato • Desi guy
  16. 16. TO • Confident Employee. • Suave Socialite. • Handsome hunk. AESTHICISM FOCUS!
  17. 17. WHAT IS THE BRAND PERSONALITY ? OVERALL TOP PLAYERS PHYSIQUE • SKIN/HAIR/TOILETRIES • QUAITY PRDT FROM RESEARCH PERSONALITY • INNOVATIVE • SIMPLE REFLECTION • SKIN CARING • ALWAYS ON THE MOVE • TESTING NEW THINGS SELF-IMAGE • FEELING GOOD ABOUT SELF • CONFIDENT CULTURE • NEW AGE • CONVENIENCE • EXPERTISE IN R&D RELATIONSHIP • TRUST • LISTENING • CUSTOMIZED ADVICE
  18. 18. OVERALL STRATEGIES IN A BOX • Realization through advertisements • Innovation and Differentiation. • Multi-linked
  19. 19. • Social Marketing • Socio-Economic status • Packaging
  20. 20. • Celebrities! • Local Distribution • Unisex quotient
  21. 21. • Getting more specific . • Existence elsewhere than the Metros.
  22. 22. LAST WORDS • Cultural Barriers • Price Wars? • Not completely changed.

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