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Blitz l’oreal brandstorm


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Blitz l’oreal brandstorm

  1. 1. L’Oréal Brandstorm 2011
  2. 2. Evolution of Men’s Salons
  3. 3. Metrosexual Male
  4. 4. Perspective of today’s Male <ul><li>A good appearance for: </li></ul><ul><ul><li>Confidence </li></ul></ul><ul><ul><li>Success in professional life </li></ul></ul><ul><ul><li>Success in personal life </li></ul></ul><ul><li>Spurred by personal ambition rather than pressure from friends and partners </li></ul><ul><li>Longer hair among the college youth more of a sign of freedom of thought and individuality, in opposition to the conformity of societal norms. </li></ul>
  5. 5. Market facts <ul><li>The men’s grooming market includes face cleansers, moisturisers, hair gels, body washes, deodorants and shaving products. </li></ul><ul><li>Men’s grooming market </li></ul><ul><ul><li>International $20 billion </li></ul></ul><ul><ul><li>Indian $5 billion </li></ul></ul><ul><li>Per capita expenditure on male grooming </li></ul><ul><ul><li>India is less than $0.5 annually (Grow at 25%) </li></ul></ul><ul><ul><li>UK $23 (Grow at 12%) </li></ul></ul>
  6. 6. Hair grooming and styling market <ul><li>Opportunities </li></ul><ul><ul><li>Economic growth particularly in developing countries </li></ul></ul><ul><ul><li>Enhanced connectivity of even the poorest corners via the Internet, popularity of men’s magazines </li></ul></ul><ul><ul><li>Male users of women's skincare products to products developed specifically for them </li></ul></ul><ul><ul><li>Rising awareness of the professional </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Competition, many local players coming up strong in developing countries </li></ul></ul><ul><ul><li>Economic slowdowns </li></ul></ul><ul><ul><li>Competition from international brands </li></ul></ul>
  7. 7. Consumer Value Hierarchy
  8. 8. Mass Market <ul><li>HUL – Dove, Sunsilk </li></ul><ul><li>Godrej Sara Lee – Brylcreem / Brylcreem Hybridz </li></ul><ul><li>L’Oréal – Matrix Men, L’Oréal Paris, L’Oréal Professional </li></ul><ul><li>Marico – Parachute Aftershower hair cream, Parachute Therapie (Hair Fall Control Therepie) </li></ul><ul><li>Paraspharma – SetWet hairgels, haircreams </li></ul>
  9. 9. Professional services and products <ul><li>Kaya Skin Clinic </li></ul><ul><li>VLCC </li></ul><ul><li>Jawed Habib </li></ul><ul><li>L’Oréal Professionnel Homme </li></ul><ul><li>Lakme </li></ul>
  10. 10. Distribution Channels <ul><li>Mass-market channels (mass market products) </li></ul><ul><li>Department stores, duty-free shops (luxury products) </li></ul><ul><li>Hair salons (Professional products) </li></ul><ul><li>Pharmacies, health outlets </li></ul>
  11. 11. Beauty Salon Market – Men’s Perspective <ul><li>Salon Market Characteristics </li></ul><ul><li>Increasing number of unisex salons, local and organized </li></ul><ul><li>Caters to males, 25-45 yrs </li></ul><ul><li>Seasonal demand, crests in October – December due to festive and marriage season; lean period during June </li></ul>
  12. 12. Five Forces Analysis – Male Grooming Industry (India)
  13. 13. Primary Research on males of age group 20-25(middle-high class) Preference Services seeked
  14. 14. Primary Research on males of age group 20-25(middle-high class)
  15. 15. Analysis of professional services market <ul><li>Highly untapped market </li></ul><ul><li>Services seeked other than hair services very less </li></ul><ul><li>Professional products from salons, not an attractive distribution channel </li></ul><ul><li>No inhibitions expect the lack of expertise in male services </li></ul><ul><li>Price wars among competitions can be expected </li></ul>
  16. 16. <ul><li>India launch in January, 2009 </li></ul><ul><li>Tagline ‘Especially for men’ </li></ul><ul><li>Three segments : </li></ul><ul><ul><li>Haircare </li></ul></ul><ul><ul><li>Styling </li></ul></ul><ul><ul><li>Color </li></ul></ul>
  17. 17. SWOT Analysis
  18. 18. Opportunities <ul><li>Positioning </li></ul><ul><ul><li>Make the Indian man feel empowered and confident in society helping them to achieve success in life </li></ul></ul><ul><li>Place </li></ul><ul><ul><li>Tier-1(Metros) and Tier – 2 cities (Hyderabad, Jaipur, Chandigarh) </li></ul></ul><ul><ul><li>State capitals and Corporate hubs like Gurgaon </li></ul></ul><ul><li>Product-Mix </li></ul><ul><ul><li>Standard services – hair cut, styling, </li></ul></ul><ul><ul><li>Special services – hair color </li></ul></ul><ul><ul><li>Party/Marriage packages </li></ul></ul>
  19. 19. Opportunities <ul><li>Pricing </li></ul><ul><ul><li>Premium pricing </li></ul></ul><ul><ul><li>Average one time visit cost 1000-1500 excluding off the shelf merchandise sales </li></ul></ul><ul><li>Promotions </li></ul><ul><ul><li>Sponsoring with National/IPL teams </li></ul></ul><ul><ul><li>Product placement in movies </li></ul></ul><ul><ul><li>Online media and social networking sites </li></ul></ul><ul><ul><li>Marketing through campaigns like Gillette Shave India, and Dove evolution </li></ul></ul><ul><ul><li>Tie-up with wedding planners </li></ul></ul>