blitz l’oreal brandstorm
TRANSCRIPT
L’Oréal Brandstorm 2011
Evolutio
n of
Men’s Salo
ns
Metrosexual Male
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.
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%)
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
Consumer Value Hierarchy
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
Professional services and products
Kaya Skin Clinic
VLCC
Jawed Habib
L’Oréal Professionnel Homme
Lakme
Distribution Channels
Mass-market channels (mass market products)
Department stores, duty-free shops (luxury products)
Hair salons (Professional products) Pharmacies, health outlets
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
Five Forces Analysis – Male Grooming Industry (India)
Primary Research on males of age group 20-25(middle-high class)
Preference Services seeked
Primary Research on males of age group 20-25(middle-high class)
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
India launch in January, 2009
Tagline ‘Especially for men’
Three segments : Haircare Styling Color
SWOT Analysis
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
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