The document discusses the men's grooming market. It identifies the target age group as males aged 24-54 and discusses current products like deodorants, shaving products, and hair care. It also outlines key players like Unilever, Procter & Gamble, and Combe, Inc. The document concludes that the men's grooming market grew 18% from 2007-2012 and is projected to continue growing 6% through 2017, driven by products for older males and Hispanic populations.

2. Agenda:
0 Who is their target market?
0 What is the current Product?
0 Where is the product headed?
0 Placement of retail outlets?
0 Promotion techniques
0 Price of men's grooming
0 Key Points & Conclusion

3. Identifying the
Target Age Group
Market
Ages:
18-24: 13.7%
24-34: 18.7%
35-44: 19.5 %
45-54: 19.4%
55-64:14.2%
65-74: 8%
75+: 6.4%

4. Ownership of any Men's Grooming
0
5
10
15
20
25
30
35
40
45
50
>25K 25-49.9 50-74.9 75-99.9 100-149.9 150+
By AgeBy Income
Ages 24-
54*

5. The Ideal Customer
0 Working Males, College Grads
and Fathers
0 Aged 24-54
0 Able to Spend
0 Hygiene appeals to
Everyone but not
everyone is buying it!

6. A Secondary Market
0 Growth among men 55-64 and 65-74 is expected to far outpace
total male population growth at 10.1% and 24.4% respectively
over the next five years (2012-17).
0 While use of most men’s grooming products declines with
age, there are some cultural shifts occurring among older men
that could lead to changes in older males purchasing behavior

7. Men’s Hygiene
0Consists of different products:
0Skincare
0Shaving products
0Toiletries
0Deodorant/antiperspirant
0Shower gel
0All in one shower products
0Hair care

8. Outstanding Brands in Men’s Hygiene
Market

9. Unilever
0 Winning in the deodorant/antiperspirant segment in
FDMx
0 Increased market share by four percentage points and
increased sales by 16.3% over the 52-week period
ending July 8, 2012.
0 Creator of:
0Degree
0Axe
0Dove Men+Care

10. Proctor and Gamble
0 Largest market share in the deodorant segment of
FDMx
0 Creator of:
0 Old Spice
0 Gillette
0 Took a hit with 16.2% decline of Gillette
0 Old spice continues to be active with new product
introductions and strong advertising.

11. Combe, Inc.
0 Dominates the hair care market in FDMx.
0 Increased 10.8% in the 52-week period ending July
8, 2012.
0 Creator of:
0 Just For Men
0 Just For Men Touch of Gray
0 Just For Men Autostop

12. Surface

13. 13
Men's Grooming Launches

14. 14

15. What is next?
• The are 7 main markets to create new products for:
• Multi Purpose
• 3 in 1 shampoo
• Luxury Items
• Cologne
• Sexual Attraction
• Axe “Hair Action”
• Hair Loss
• Rogaine Hair Crème
• Hair Removal
• Nair for Men
• Deodorizing
• Old Spice
• Sports
• Derek Jeter Body Spray

16. Place

17. Distribution Channels
•Supermarkets
•Drug stores
•“Other”

18. Supermarkets
• 22.7% of market share
• Convenience
• Growth: Slow but steady
18

19. Drug Stores
0 22.7% of market share
0 Accessible
0 Wide variety of products
0 Growth: Very slow
19

20. “Other”
0 54.6% of market
0 Includes supercenters, dollar
stores, and premium/ specialty
stores.
0 Growth: 20% since 2007
0 Driven by new product activity
0 Wal-Mart – 39%
20

21. Looking Forward
0 Man Aisle
0Growth in specialty retailers
0Continued growth through 2017
21

22. Promotion
0 Objectives
1. To present information to consumers
2. To increase demand.
3. To differentiate a product.

23. Promotion
0 Advertising
0 Social media
018-24 more influenced by websites and blogs
0 TV
0 Word-of-mouth
0 47% of men who use personal care products agree that
family and friends are their preferred source of
recommendations.
084% of men 18-24
0 Sales Promotions
0 Recession has eroded brand loyalty

24. Axe Campaign
0 Brand value: Get the girl
0 Brand qualities: Young, sexy, smell
great
0 Tagline: The Axe effect
0 Demographic target: teens and
young men, 14-24
0 New initiatives:
0 “Shower pooling” – Online only
0 Fear no Susan Glenn
0Kiefer Sutherland
0 “Take over Times Square”
24

25. Dove Men+Care
0 Brand value: Gentler side of men
0 Brand qualities: effective, gentle, masculine
0 Tagline: Skincare built in
0 Demographic target: Men, 30+
0 New Initiative: “Journey to Comfort”
0 John Elway and Doug Flutie
0 Football picture challenge
25

26. Gillette
0 Brand value: Effective products
designed for men
0 Brand qualities:
Masculine, athletic, well-groomed
0 Tagline: The best a man can get
0 Demographic target: Aspirational
males, 18-35
0 New initiative: Odor Shield with
“My city is my gym”
0 Urbanathlon (10% off deal)
26

27. Promotional Themes
0 Athlete tastemakers
0 Campaigns focus on brand, not product, attributes
0 Interactive campaigns
27

28. Price
0 Impact on marketing strategy
0 Has stayed constant even throughout the last 5 years
and the recession
0 Reflection of customers’ perceived value
0 47% of men agree that they are willing to pay extra
for a deodorant with improved protection
28

29. Price Elasticity (2)
29
Conclusion:
• Demand is elastic
Shannon Romanowski, Beauty & Personal Care Analyst
– “The men’s grooming category grew over the previous five
years, despite the economic recession, with continued growth
predicted through 2017. Body care and deodorant are the two
segments driving growth as men appear to be trading up to products
that provide improved functionality.”

30. Basic Pricing Strategies
0 Market skimming
0 Market penetration
0 Neutral pricing
30

31. Market Skimming
• High price to appeal to highly desire customers
• Maximize their profit per unit
• High short time profits
• Limit competitors in the market
• Decrease prices later
• Send off the message that the product is of high quality
• Example: Men's Cologne (Clive Christian 1872 for Men Perfume Spray)$310
31

32. Market Penetration
0 A low initial price on a new product to appeal
immediately to the mass market
0Low profit margin
0Low price to gain market shares and Maximize
sales
0Companies using penetration pricing to:
0Maintain initial price for a time to gain profit
from its low introductory level
0Lower the price further, counting on new
volume to generate profit
0Has a long life cycle!
0 EX: Men’s Old Spice Deodorant 32

33. Neutral Pricing
0 All competitors have same price
0 Deodorants, shampoos, shaving creams
0 This is where the companies fights to get into
the consumers head
0 How can we get the consumers to remember
us?
0 (jingles, phrases etc.)
0 Degree for Men Commerical
0 Old Spice Commerical
0 Not gaining market share or getting high profit
margin
33

34. Summary Sales
34

35. Mintel Report – Key Players
0 Unilever – Largest player in the Industry
0 $490 Million in sales, up 9%
0 Proctor & Gamble (P&G)
0 Unilever’s leading competitor
0 Slight dip in market size – decline in Gillette shaving products
0 Unilever and P&G
0 Combine to make over 50% market share
0 Combe Inc.
0 Modest sales growth – Just For Men

36. Mintel Report – Market Size
and Forecast
0 Market Growth over the past 5 years
0 Despite economic recession and decreased spending
0 18% growth from 2007-12
0 $3 Billion in forecasted sales for 2013
0 Expected 6% increase through 2017, though slower are
predicted
0 Growth rate slowing down
0 Believed to be the result of decreased product launches and
market saturation in shaving products

37. Mintel Report – Market
Drivers
0 The pressure to look younger
0 Male cosmetic surgeries up 121% since 1997
0 Population growth highest among men 55+
0 Hispanic males
0 Anticipated 16% population growth through 2017
0 Over index several men’s grooming segments, especially those
with low penetration
0 Men are getting married later
0 Single men are more concerned with appearance

38. Conclusion & Prospect
38
 “Hot Topic”
 Early stage of development (’08-’10) had largest
growth for new products
 Positive growth in each of the past five years and
fared better than most beauty and personal care
categories during the economic recession.
 Growth among men 55-64 and 65-74 is expected to
grow the most over the next five years (2012-17)
 “Men's Grooming” grew 18% from 2007-12 and is
expected to reach just more than $3 billion by the
end of 2013.