The document discusses opportunities in the men's grooming market in India. It notes that the Indian men's grooming market is worth $5 billion but per capita spending is low at under $0.5 annually. Rising awareness and a growing economy represent opportunities for the market to grow. Hair grooming and styling specifically is an area of opportunity. Research on Indian men aged 20-25 found the professional services market for men is untapped but services other than hair are rarely sought. The document proposes strategies for brands to launch men's grooming products and services in India, including positioning to make Indian men feel confident and targeting tier 1 and 2 cities.

1. L’Oréal Brandstorm 2011

2. Evolution of Men’s Salons

3. Metrosexual Male

4. Perspective of today’s Male A good appearance for: Confidence Success in professional life Success in personal life Spurred by personal ambition rather than pressure from friends and partners Longer hair among the college youth more of a sign of freedom of thought and individuality, in opposition to the conformity of societal norms.

5. Market facts The men’s grooming market includes face cleansers, moisturisers, hair gels, body washes, deodorants and shaving products. Men’s grooming market International $20 billion Indian $5 billion Per capita expenditure on male grooming India is less than $0.5 annually (Grow at 25%) UK $23 (Grow at 12%)

6. Hair grooming and styling market Opportunities Economic growth particularly in developing countries Enhanced connectivity of even the poorest corners via the Internet, popularity of men’s magazines Male users of women's skincare products to products developed specifically for them Rising awareness of the professional Threats Competition, many local players coming up strong in developing countries Economic slowdowns Competition from international brands

7. Consumer Value Hierarchy

8. Mass Market HUL – Dove, Sunsilk Godrej Sara Lee – Brylcreem / Brylcreem Hybridz L’Oréal – Matrix Men, L’Oréal Paris, L’Oréal Professional Marico – Parachute Aftershower hair cream, Parachute Therapie (Hair Fall Control Therepie) Paraspharma – SetWet hairgels, haircreams

9. Professional services and products Kaya Skin Clinic VLCC Jawed Habib L’Oréal Professionnel Homme Lakme

10. Distribution Channels Mass-market channels (mass market products) Department stores, duty-free shops (luxury products) Hair salons (Professional products) Pharmacies, health outlets

11. Beauty Salon Market – Men’s Perspective Salon Market Characteristics Increasing number of unisex salons, local and organized Caters to males, 25-45 yrs Seasonal demand, crests in October – December due to festive and marriage season; lean period during June

12. Five Forces Analysis – Male Grooming Industry (India)

13. Primary Research on males of age group 20-25(middle-high class) Preference Services seeked

14. Primary Research on males of age group 20-25(middle-high class)

15. Analysis of professional services market Highly untapped market Services seeked other than hair services very less Professional products from salons, not an attractive distribution channel No inhibitions expect the lack of expertise in male services Price wars among competitions can be expected

16. India launch in January, 2009 Tagline ‘Especially for men’ Three segments : Haircare Styling Color

17. SWOT Analysis

18. Opportunities Positioning Make the Indian man feel empowered and confident in society helping them to achieve success in life Place Tier-1(Metros) and Tier – 2 cities (Hyderabad, Jaipur, Chandigarh) State capitals and Corporate hubs like Gurgaon Product-Mix Standard services – hair cut, styling, Special services – hair color Party/Marriage packages

19. Opportunities Pricing Premium pricing Average one time visit cost 1000-1500 excluding off the shelf merchandise sales Promotions Sponsoring with National/IPL teams Product placement in movies Online media and social networking sites Marketing through campaigns like Gillette Shave India, and Dove evolution Tie-up with wedding planners