Brand Key for a Fictional Men's Grooming Indian Company

1. BRAND MANAGEMENT
GROUP 14
ARITRIKA 96 | NIKHIL 124 |PAARMI 127| SAARINI 139 | SURABHI 152 | VASUNDHARA 158

2. Market Scenario
Market Size : $433,336.3 (US Million)
CAGR: 3.0%
$68735.5 $27520
$122059
$22766
Men’s grooming
7th largest sector
$33595.1 [2012]
$40,369.8 [2017]
CAGR: 3.7%
Per Capita
Consumption
$4.8
Market Size – 6088.5
CAGR – 6%
Per Capita Consumption– $ 1.5
million
2012-17 - 33.6%
Market Size – 707.7
CAGR – 14.8%
Per Capita Consumption – $ 0.6
million
Source: Euromonitor Data

3. Men’s Grooming
Products
8% Global share
Dominant Category
40% grooming revenue in India
Market Size: $2737.4 Million
50% Global share
60% from Asia Pacific
Upcoming categories: Anti-
ageing, Blemish removing, skin
brightening
India: Fragrances fastest growing at 33%
2.4% share of premium market
Market Size: 8219.1
India: 20% Growth in
professional haircare segment
Japan biggest market [$1.8
Billion]
Skincare
Shaving
Deodrants
Haircare
Western Europe biggest
market [18.5%]
11% increase globally
Bath & Shower
Source: Euromonitor Data; GCI Magazine

4. Why enter this
market?
Dermatologically
Tested
Ethical/Environme
nt
Friendly
Aromatherapeutic
21%
11%
6%
14%
4%
3%
Marketed
as
29%
Botanical & Herbal
23%
Moisturizing &
Hydrating
1985
25%
1998
2011
52%
69%
Evolutionofthemetrosexualman
Men buying their
own grooming
products
Asian men
prefer
skincare
products
Brazilian men
spend more
on deodorants
Russian men are
more
conservative with
regards to
skincare products
Insights
Source: GCI Magazine, Spire Research

5. Need Gap Analysis
ABSENCE OF A
BRAND
EXCLUSIVELY
FOCUSED ON
MEN
PRESENTLY, NO ONE STOP
SHOP FOR MEN’S
INCREASING GROOMING
NEEDS
PRESENT BRANDS
ONLY UNI-
FUNCTIONAL
ONLY TIME
CONSUMING
GROOMING
PRODUCTS

6. Brand Key
1. Root Strength
2. Competitive Environment
3. Target Audience
4. Brand Insights
5. Benefits
6. Values, Beliefs and Personality
7. Reasons to Believe
8. Discriminator
9. Brand Essence

7. Root Strength
Convenient & simplistic
Experts in cosmetic
innovation
“INFINITE POSSIBILITIES FOR MAKING GROOMING
SIMPLE”
Plethora of products

8. Competitive Environment
“
Old Spice is a prominent American brand of male grooming products
in the form of body sprays, body washes, deodorant and shaving
products
OLD SPICE
Forest Essentials has pure, nutritious Ayurvedic products for the
conscientious men based on the philosophy of Tree of Life
FORREST
ESSENTIALS
Nivea for men is synonymous with quality skin care on a
global level. Strong heritage that soothes, nurtures and
protects mass skincare market
NIVEA FOR MEN
The Gillette Company produces and sells personal care products for
men. Several years of product innovations and heavy investment
makes it the dominant leaer in this category
GILLETTE

9. Working Male / Female
25 to 35 years old
SEC A
Single or Married
Follows latest trends in
Technology
Trendsetters among
their peer group
Adventurous and
fun loving. Like to get out
on weekends with
friends
Are extremely image
conscious and don’t mind
spending extra on high quality
products
Leads a healthy
lifestyle
Works out regularly
and likes to take care of
himself
Our consumers
THE
MULTI DIMENSIONAL
MAN

10. Brand Insights
“IN A TIME-STRAPPED WORLD OF INFINITE OPPORTUNITIES, I
WANT TO BE ABLE TO LOOK AND FEEL MY BEST WITH MINIMAL
EFFORT.”
He needs something
quick and convenient
that works well for his skin
He prefers things that are not
complex – likes fuss-free,
intelligent products.
If a guy in Andheri has to
suddenly dash off to Colaba
for a meeting, he doesn’t
have time for a bath.He loves to have
options for
everything
He desires to stand out
among the rest of his
colleagues at work.
He is always busy
because he is doing
multiple things

11. Benefits
Gives users
more dependability.
“I feel very assured of
INFINITAS as a
brand in helping
me at times when
I need it most.”
Wide variety of
effective, suitable and
easiest to use products.
“ INFINITAS gives me
the best array of
products to choose
from for me to look
good.”
EmotionalBenefits
FunctionalBenefits

12. Values, Beliefs and Personality
PHYSIQUE
- Skincare and hair care brand
-Quality product from long
research
RELATIONSHIP
-Trust
-Listening
-Customized Advice
REFLECTION
-People who take care of their skin
-Always on the move
-Like trying new things
PERSONALITY
-Innovative
-Experimental
-Simple
CULTURE
-New age
-Convenience
-Expertise in R&D
SELF IMAGE
-I feel good about myself
CREDIBILE | CONVENIENT | COMPLETE

13. “ INFINITAS helps you look and feel good everyday, I
absolutely love this brand“
- Manesh, INFINITAS Insider
“ I highly recommend this brand for all round solutions
for everyday hassles”
- Brad, INFINITAS insider
Reasons to Believe
Scientific approach
in manufacturing
products lends
credibility to the
urban, educated
Target Group
Commitment to
consistent
innovation, serious
investment in R&D
Products offered
are simple, quick,
effortless, clean

14. THE ONLY EXCLUSIVE MALE-GROOMING
SPECIALIST
Discriminator
Focus on helping men groom themselves quickly and conveniently
Pioneer in offering multi-functional men’s grooming products

15. Brand Essence
“
“SIMPLIFIED
SOLUTIONS FOR
MEN’S
GROOMING”

16. Thank
You