Brand strategies adopted by mens grooming india!
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Brand strategies adopted by mens grooming india!
- 1. BRAND STRATEGIES MEN’S GROOMING INDIA Asad Hoosain MBA-13-007
- 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. • Value- Rs.1400 billion, • 2.5% of GDP • Growth rate- 17% Major companies • Hindustan Unilever • P&G • Nestle • Colgate • Godrej • Johnson & Johnson
- 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 .
- 7. 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.
- 9. Le Players
- 10. GROWTH DRIVERS • Increase in disposable income. • Men also realize ‘NEED’. • Rise in Organized retail. • Western culture?! • Demand for natural products.
- 11. 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)
- 12. 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…
- 13. 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
- 14. WHAT THEY DID THEN? • BEST FRIEND IGNORANCE • Grooming = Ladies stuff • Backward Mindset • ‘Mens don’t cry’ attitude!
- 15. WHAT ARE THEY DOING NOW? • Shopping for themselves! • Evolved into travellers! • Mixing-Matching! • ‘50 is the new 30’ attitude.
- 16. FROM • Cynical Uncle • Couch Potato • Desi guy
- 17. TO • Confident Employee. • Suave Socialite. • Handsome hunk. AESTHICISM FOCUS!
- 19. 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
- 20. OVERALL STRATEGIES IN A BOX • Realization through advertisements • Innovation and Differentiation. • Multi-linked
- 21. • Social Marketing • Socio-Economic status • Packaging
- 22. • Celebrities! • Local Distribution • Unisex quotient
- 23. • Getting more specific . • Existence elsewhere than the Metros.
- 24. LAST WORDS • Cultural Barriers • Price Wars? • Not completely changed.