BRAND STRATEGIES

MEN’S GROOMING INDIA Asad Hoosain

MBA-13-007

FMCG SECTOR

PERSONAL

CAREFOOD &

BEVERAGES

HOUSEHOLD

CARE

• Soaps

• Personal Wash

• Skin care

• Hygiene

• Oral Care

• Chocolates

• Bakery Products

• Tea/Coffee

• Soft Drinks

• Fabric Wash

• Detergents

• Dish Wash

• Value- Rs.1400 billion,

• 2.5% of GDP

• Growth rate- 17%

Major companies

• Hindustan Unilever

• P&G

• Nestle

• Colgate

• Godrej

• Johnson & Johnson

MEN’S

GROOMING

INDUSTRY

• 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 .

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.

TOILETRIES

SKINCARE

FRAGRANCES

HAIR CARE

OVERALL PENETRATION 32%

Le Players

GROWTH DRIVERS

• Increase in disposable income.

• Men also realize ‘NEED’.

• Rise in Organized retail.

• Western culture?!

• Demand for natural products.

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)

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…

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

WHAT THEY DID THEN?

• BEST FRIEND IGNORANCE

• Grooming = Ladies stuff

• Backward Mindset

• ‘Mens don’t cry’ attitude!

WHAT ARE THEY DOING NOW?

• Shopping for themselves!

• Evolved into travellers!

• Mixing-Matching!

• ‘50 is the new 30’ attitude.

FROM

• Cynical Uncle

• Couch Potato

• Desi guy

TO

• Confident Employee.

• Suave Socialite.

• Handsome hunk.

AESTHICISM FOCUS!

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

OVERALL STRATEGIES IN A BOX

• Realization through advertisements

• Innovation and Differentiation.

• Multi-linked

• Social Marketing

• Socio-Economic status

• Packaging

• Celebrities!

• Local Distribution

• Unisex quotient

• Getting more specific .

• Existence elsewhere than the Metros.

LAST WORDS

• Cultural Barriers

• Price Wars?

• Not completely changed.