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MANUFACTURERJK Herlene curtis owns the following apparel brands

PARENT BRAND : PARK AVENUE

Park Avenue apparel a 400 cr. Brand ( started in 1986)

Extended to shaving cream in 1987

Extended to soaps, deos, talcum powder and after-shave in the 90s

Park avenue apparel contributes 39% of total apparel revenues of JK herlene curtis

BEER SHAMPOO: INITIAL REVIEW

Although Park avenue is largest contributor in the apparel space too

Still it is the most stretched brand of JK Herlene curtis

This extension is a clear hit because:

The brand has clearly differentiated itself with its ingredient

The whole promotional campaign highlighted that men’s hair are different

The tagline “cheers to man hair” clearly demarcates men hair

Packaging complements the brand USP

MEN’S GROOMING IN INDIA

Men’s grooming grew by 23 % in 2013 to reach 46.82 billion INR

Park avenue beer shampoo was launched in Sep 2013

First shampoo catering exclusively to males

MEN’S GROOMING MARKET AS A WHOLE

2010 2011 2012 20130

10,000

20,000

30,000

40,000

50,000

MEN'S GROOMING

Men’s grooming market has been growing steadily since 2010

It grew by 23 % in 2013

% MARKET SHARES OF ALL BRANDS

Brand Company 2010 2011 2012 2013

Axe Hindustan Unilever Ltd 8.7 10 10.7 9.8

Gillette Mach3  Gillette India Ltd 6.4 6.3 5.9 5.7

Super-Max Vidyut Metallics Ltd 7 6.1 5.7 5.3

Gillette Vector Plus  Gillette India Ltd 6.5 6 5.5 5.2

Wild Stone 

McNroe Chemicals Pvt Ltd 3 3.9 4.3 4.5

Emami Fair & Handsome  Emami Ltd 4 4 3.9 4

Fogg Vini Cosmetics Pvt Ltd - - 1.2 3.6

Topaz Malhotra Shaving Products Pvt Ltd 4.2 3.8 3.5 3.1

Wilkinson  Gillette India Ltd 3.6 3.1 2.8 2.4

Gillette Series  Gillette India Ltd 2.3 2.3 2.2 2.2

Brylcreem Hindustan Unilever Ltd - - 2.3 2.2

Park Avenue Helene Curtis India Ltd, J K 1 1.1 1.4 2

Nike Sport Performance  Nike India Pvt Ltd 1.1 1.2 1.4 1.6

GROWTH OVER THE LAST 3 YEARS

2011

2012

2013

2014

0

5

10

15

HULPark avenueGillete 0

0.51

1.52

2.5

park avenue

Park avenueShare grew by43% from 1.4

To 2% in an yearAfter launch ofBeer shampoo

Most brands either declined or remained constant on their market shares Park avenue market share has been increasing consistentlyIt grew by 42 % after launch of beer shampoo

MARKETING MIX: PACKAGING

THE PACKAGING HAS BEEN DONE LIKE THAT OF A BEER BOTTLE

THE BOTTLE HAS FLIP TOP WHERE THE CROWN FLIPS

GIVES THE APPEARANCE OF BEAR BOTTLE AGAIN

PACKAGING COLOR, FONTS, REFLECTS OF PREMIUM QUALITY

MARKETING MIX: PRODUCT

Made from real beer: adds volume

2 in 1 shampoo: conditioner built-in

Although the product has a beer-like but after the wash the Beer smell is not left over

Packed with proteins and amino acids for nourishing and giving a bounce

It’s a gel shampoo and not a cream one which adds to the beer like attribute

MARKETING MIX: PRICE IN THE MEN SHAMPOO CATEGORYIt has been priced at 160 INR for 200ml

Garnier fructis men shampoo+oil : 230 for 340

Head and shoulder men shampoo: 62 for 80 ml

Dove men thickening fortifier 1899 for 360 ml (imported)

Schwarzkopf Super soft shampoo for men: 500 for 360 ml

Matrix men power styling shampoo : 5347 for 400 ml

Clear men scalp therapy: 2662 for 381 ml

With undifferentiated shampoos(in terms of applicability to a particular sex) like head and shoulders available at 180 INR for 173 ml

Beer shampoo has been priced very competitively

PRICE IN THE BEER SHAMPOO CATEGORY

Park avenue beer shampoo : 160 INR for 200ml

Denver beer shampoo : 160 for 200 ml

Alentaz beer shampoo: 140 for 200 ml

Manufaktura regenerative beer shampoo : 1500 for 300 ml

MARKETING MIX: PROMOTIONThrough its opening TVC, the brand has clearly communicated

that Men’s hair are different and should be treated differently

Hence it has differentiated itself in its application in addition to the product itelf

The message is communicated though the tag line “cheers to man hair”

Park avenue has roped in irish model Andrew Smith as the beer man

One can’t help but notice the similarities with the classic Old spice mustafa campaign

The ads have managed to break the clutter and catch hold of the target market attention well.

MARKETING MIX : PROMOTION 2

THE FOLLOW UP CAMPAIGN TVC WANTED TO TAKE IN THE WOMAN ON BOARD

THIS WAS PROBABLY DONE WITH THE REALISATION THAT THESE PURCHASES ARE GENERALLY MADE BY WOMAN OF THE HOUSE

THE FOLLOW UP COMMERCIAL DIDN’T DO WELL AS MEN WERE SHOWN SUBMISSIVE

MARKETING MIX: PLACE

Available via e-commerce platforms like flipkart etc

Available via medical stores, retail chains, small kiryana stores

Special shack given (merchandising) at all stores and segregated from all other products to give a premium impact

SEGMENTATION AND TARGETING

SEGMENTATION HAS BEEN DONE ON THE BASIS OF GENDER (i.e. demographics)

FROM THE TVC IT IS APPARENT THAT THE TARGET IS ON MALES WHO DRINK ALCOHOL (i.e. Behavioral)

AND THE TARGET IS ALSO ON MEN WHO PERCIEVE AND WANT TO BE PERCEIVED AS MEN WITH SELF RESPECT, PROUD MEN. (i.e. psychographic)

POSITIONING

The competitive frame of reference: shampoo +conditioner for Men’s hair

Points of parity : Gives a good wash, make the hair bouncy and smooth

Points of difference: Uses beer (crucial POD), less expensive

The second frame of reference: Beer shampoo for men

Points of parity: beer, makes hair bouncy and smooth

Points of difference: cheaper price, recognised brand, less lather and SLES

PERCEPTUAL MAP: MEN HAIR CARE

PRICE

QUALITY PERCEPTION

BEER SHAMPOO

GARNIER

HEAD AND SHOULDERS

SCHWARZKOPF

MATRIXDOVE

CLEAR

Beer shampoo is at a very favorable position with low price and high quality perceptionIts nearest competitor is Garnier, but due to the strong POD of beer is clearly differentiatedClear is at the most unfavorable position

BEER ONLY PERCEPTUAL MAPS

PERCEPTUAL MAP IN THE BEER ONLY SEGMENT COULDN’T BE MADE BECAUSE OF LACK OF DATA ON THE FOREIGN BRANDS

BUT CLEARLY PARK AVENUE BEER SHAMPOO WILL DOMINATE IN QUALITY PERCEPTION THERE BECAUSE OF REACH AND BRAND RECALL (SINCE IT IS THE ONLY INDIAN BRAND AMONG ALL BEER ONLY BRANDS)

ALSO WITH PRICES VERY SIMILAR TO OTHER COMPETITORS BEER SHAMPOO SHOULD BE IN THE MOST FAVORABLE POSITION HERE AS WELL

REFERENCES

http://www.curiosanddreams.com/

www.euromonitor.com

www.flipkart.com (for prices)

www.youtube.com ( for screenshots of ads)

www.parkavenuegrooming.com