2. Promotional activities of
a male face cream
A few years ago, the market for male
skin whitening products was practically
non-existent, but it is slowly increasing
its share in the Indian market.
The male fairness cream market in India
grew from an estimated size of USD 20
Million in 2009 to an estimated USD 38
Million in 2010 and then to an estimated
USD 50-52 Million in 2011.
3. A vast number of men in India usually
work outside and look to reverse the
effects of harsh environmental factors.
Whitening has therefore emerged as a
principal need. Male skin is thicker, less
sensitive, and less prone to infections
than female skin.
4. Men need products that can penetrate
their skin and can handle stronger
remedies for skin lightening. Their skin
is also less acidic, implying that it is
ordinarily oilier than that of women.
5. While the women's fairness cream
market is growing at 8%-10% per
annum, the growth figure for their
counterparts is almost 22%-25% per
annum.
6. Large companies are therefore focusing
on men's skin products to cash in on
the potential growth. They have not only
extended their products to face washes,
sunscreens and soaps but are also
offering different price points through a
range of products and packaging.
KuicK Research conducted a survey
across 17 major cities in India.
7. The image conscious Indian males
have moved beyond shaving products,
deodorants and moisturizers and are
now using a gamut of specialised
products such as fairness and anti-spot
creams, sunscreens and sun blocks,
under-eye gels, blackheads and deep
pore cleansers and washes, and male
bathing bars and scrubs. In 2011, sales
of men's skincare products grew by
more than 20% in some major cities.
8. These differences mean that men need
whitening creams that are distinct from
those that are meant for women.
In absolute terms, the market for men's
fairness cream is still small. The
women's market was estimated at USD
360 Million in 2011. However, growth in
the male segment has more than
doubled compared to the female
segment.
9. Male consumers are evolving and
higher disposable incomes, education
and focused advertising suggest that the
skin-whitening segment can only be
expected to undergo rapid growth over
the coming years. New variants and
innovations targeted specifically at the
more beauty-conscious male will fuel
this growth. KuicK research revealed the
male cosmetics market is expto surpass
USD 1.5 Billion by 2016 from an
estimated USD 600 Million in 2011.
10. The men’s fairness cream segment is
dominated by Emami Fair and
Handsome. Emami has the advantage
of being an early entrant into the market
along with right promotional strategies
and the association of Shahrukh Khan
as its brand ambassador.
11. Other prominent players in the men’s
fairness cream segment are Max
Fairness by Fair & Lovely, Nivea for
Men and Anti Spots Whitening Face
Cream by Vaseline. Emami Fair and
Handsome has dominated the men’s
fairness cream segment with an
estimated market share of close to 50%
followed by close to 25% to HUL Fair &
Lovely Max. Emami's market share has
declined drastically after the launch of
Fair & Lovely Max.
12.
13. Personal selling
A process of helping and persuading
one or more prospects to purchase a
good or service or to act on any idea
through the use of an oral
presentation. Examples: Sales
presentations, sales meetings, sales
training and incentive programs for
intermediary salespeople, samples.
14. Direct Marketing
is a channel-agnostic form of
advertising that allows businesses and
nonprofits to communicate straight to
the customer, with advertising
techniques such as mobile messaging,
email, interactive consumer websites,
online display ads, fliers, catalog
distribution, promotional letters
15. Promotion strategy
Promotion is the method you use to
spread the word about your product or
service to customers, stakeholders and
the broader public.
16. Sales Promotion?
Various techniques to enhance brand value
Integrated activity: Ad/PR/Marketing
Increasing brand value for:
Consumers
Consumer sales promotion
Retailers
Trade-market sales promotion
17. Sales promotion
Media and non-media marketing
communication are employed for a pre-
determined, limited time to increase
consumer demand, stimulate market
demand or improve product
availability. Examples: Coupons,
sweepstakes, contests, product
samples.
18. Forms of Consumer
Sales Promotion
Coupons
Price-off deals
Premiums
Contests/sweepstakes
Samples/trial offers
Product placement
Refunds
Rebates
Frequency programs
19. Objectives for Consumer
Sales Promotion
Stimulating trial purchase
E.g., Free trial product / Coupons
Stimulating repeat purchases
E.g., Frequent flyer / Hotel rewards programs
Stimulating larger purchases
E.g., Two-for-one price reduction
Introducing a new brand
E.g., Trials inserted into newspapers
Combating competitor’s strategy
Discount response to competitor’s product launch
