1. Team MarkSmiths
Azar Zia, Nikhil Dubey, Sukesh Chandra Gain

2. Male
Grooming
Market
Body Care
Market
Fairness
Market
Hair Care
Market
Wellness
Service Market
Market Overview
Market Segments
Market Size and Growth
Growth Drivers
Increase in disposable income
Increased awareness for beauty products
Rise in organized retail
Adoption of western culture
Demand for organic and natural products
Men’s Grooming
Market-1500 Cr
Men’s Fairness
Product – 175 Cr
Men’s fairness
Product Market
growth – 25%
Men-20% of the
total
consumption of
fairness cream
Sale of Men's
brand –only 5%
OverallPenetration–25%
0
500
1000
1500
2000
2007 2008 2009 2010 2011
INR (Cr)
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations

3. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Beauty Products for Men (1/2)

4. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Beauty Products for Men (2/2)

5. • VLCC• Jawed Habib
• Kaya Skin
Clinic for
Men
• Loreal
Professionnel
Hair care Products
Hair loss Products
Styling Range
Hair Colour
Face wash
After Shave Gel
Moisturiser
Facial Kit
Muscular Stress
Massage Oil
Shampoo
Slimmer’s Aid
Shower Gel
Jawed Habib’s
Total Hair
Therapy Kit (5
Products):
Shampoo, Hair
Serum, Oil, Hair
Spa, Conditioner • Shahnaz
Hussain’s
• Schwarzkopf
Professional
• B: Blunt• La belle
Cleansers
Moisturisers
Hair care
Products
Scrubs
Loreal
Professionnel
Products
Shaving
Products
Skin Care
Moisturiser
Hair Colour
(IGORA)
Hair Styling
(OSiS+)
Hair Care
Products
Men’s Products & Services (Professional)
Products
Products
Hair Care
Skin Care
Regular Skin Care
Skin Concern
Hair Free
Hair Loss Prevention
Skin Care / Facials
Hair Treatments
Face Lift / Grooming
Obesity Mgmt
Hair care
Hair Spa
Skin Care
Hair Styling
Hair Cut, Style,
Colouring,
Facials, Manicures
Weight Management
Beauty treatments
Dermatological
Treatments
Hair Treatments, Facials
Hair Care
Styling
Facials
Skin Care
Hair Care
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations

6. Current
Trends
Blossoming of
the ‘metro-
sexual’ man
More focus on
male personal
care products
Entry of
international
players
Increased
focus on herbal
and organic
products
Constant
innovation
and focus on
branding
Penetration in
tier II and tier
III cities
100%
Respond
ents
61%
Believe
39%
Does Not
Believe
38%
Willing
SpendBelieve in
Looking
Best
Total
62%
Not
Willing
76%
Men Pdts
Product
Category
24%
Any Type
100%
Respond
ents
Total
84%
> 35
Years
16%
< 35
Years
Use
68%
15-24
Years
Age
Category
32%
25 – 35
Years
Current Market Trends
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Survey Results
63%
37%
Men only Unisex
Choice of Salon

7. Growth Opportunities
Threats
Global Market
Local Market
Characteristics of Global & Local MarketMarket Opportunities & Threats
Increasing male clientele
Enhanced connectivity of poorest districts
Increasing number of middle class people
Introduction of in-house wellness products
Growing corporate life style
More people moving to urban area
Competition from small players
Limited awareness about Men’s grooming
Entry of international players
Global market in 2009 - $19.7 billion
Global consumption in 2009 -$61.3 billion
Projected market by 2015 - $33.2 billion
International players dominate the market
Market is almost saturated with wide range
of products
Relatively New Market- 5 years old
Men’s grooming market in 2010 –1500 Cr
Growth rate -~22% CAGR
Local payer still dominate the market
Cultural barriers
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations

8. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
SCHWARZKOPF
Positioning: “ Professional Hair Care for you“;
Schwarzkopf represents quality, expertise and
innovation for more than a 100 years now
Target Group: Young and Trendy Hairdressers
in Tier -I and Tier -II cities
Males with Graying hair in SEC A and B
ORIFLAME
Positioning: “Natural Swedish
Cosmetics”;unique and innovative products
inspired by nature with natural ingredients and
developed with the latest scientific
technologies
Target Group: Target group is this middle class,
men who aspire to look radiant
and be self-fulfilled . Age 30+
SEC A, B,C
AMERICAN CREW
Positioning: Whether its shine, hold or
texture, let American Crew men's hair
products inspire your style
Target Group: Men with Thinning hair. Well
educated and Fashion conscious male. Age
25+ ,SEC A,B
TIGI BEDHEAD FOR MEN:
Positioning: A full service lifestyle that is
effective, edgy and fun with a focus on
maintaining healthy hair and a clean body
Target Group: Teen and College going
Students for whom style hair is individualistic
in Urban Locations SEC A
Competitors:
Professional Market
(Products)

9. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Positioning
Jawed Habib-"The
Professional" has
integrated hairstyling,
beauty & personality
grooming in India .
Perfect amalgam of
Indian & western
hairstyling based on
science and the
Geometrical System.
Associates with
Trident , Marriott
International
Target Group: College
Students and Early
Professionals SEC B,C
Positioning
The world's largest
cosmetic dermatology
chain
customized treatments
and special products
to diet and skin care
tips.
Target Group:
Young men – Age
group of over 25
years, Well Educated
SEC A,B
Positioning
Introduced a totally
new concept of "care
and cure“. Formulated
her own Ayurvedic
products growing of its
own herbs to
manufacturing of its
cosmetics line to retail
to specialized
treatments through its
chain
Target Group:
Focused on the Indian
women, and Males
inclined towards
Herbal Beauty
SEC B,C
Positioning
Treatment with
Ayurvedic oils,
massage & steam
helps the penetration
of herbs and is
effective and long-
lasting.
Transforming Lives”,
we imply transforming
self, spreading
happiness and
transforming future.
Target Group:
Males in the 30+ age
category in SEC A,B
Competitors: Professional (Market Services)

10. Himalaya Labs
• Positioning: promise of good health and well-being; teal green represents proximity to nature,
while the orange is evocative of warmth, vibrancy and commitment to caring.
• Target Group: Targeted at the modern Indian consumer who is willing to pay a premium for good
medicine, and for those who believe in Ayurvedic but are not inclined to go traditional Ayurvedic
clinics SEC A,B
Unilever Clear:
• Positioning: Fights dandruff gently and effectively, giving you dandruff free hair and Strengthens
hair from scalp to give you hair full of health.
• Target Group: Urban and sub urban middle class, and rural poor people SEC A, B, C.
Nivea:
• Positioning: Consumers associate Nivea with trust, reliability and accessibility.
• Target Group : Young Professionals onwards ( 25 yrs +) SEC A, B
Paras: SET WET STYLE::
• Positioning: : confident sexy" positioning to life, and to create elite club of style and elegance and
enjoy your role as the man who is always in the spotlight when it comes to women
• Target Group: Teenagers , College Students and Young Professionals (15-35 yrs) SEC B,C
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Competitors: Mass Market

11. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Supermarkets / hypermarkets
●Route adopted by mass market personal care products
●The major supermarkets are Big Bazaar, Pantaloons, Spencer’s Retail,
Big Apple, Reliance Fresh, More etc
Specialty Stores
●Premium segment or professional products of many reputed wellness stores
are sold through specialty stores
●Kaya Skin Clinic, Jawed Habib’s, Reebok, Nike, Adidas brands are available
through exclusive showrooms and specialty stores
Pharmacy/Personal Care Stores
● Many mass market men’s grooming products are available through such
stores
●Apollo Pharmacy has a pan India presence. Besides this, most local
pharmacies stock these products
Direct Sales/Marketing
●Brands such as Amway and Avon use the direct sales route for their
products
Beauty Salons
●Most professional products are sold through the salon only route.
●Kerastase, Loreal Professionnel and Matrix range of products sold
through affiliated beauty salons like B:Blunt in Mumbai
Internet/ Tele-Marketing
●Famous brands like Oriflame uses the telemarketing approach for
distribution.
●All major beauty products are widely available through the internet
L’Oreal Professionnel range
of products are available in
more than 50,000 salons
across 100 cities in India
Distribution Channels
Loreal Professionnel: Distribution flow
Sales
Salons make availbale the products to professional hair
designers as well as customers visiting them
Distribution
Products are made available to leading salons across the
country affiliated to them
Manufacturer
Products are sourced from manufacturer site by
importing if necessary

12. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
The Common Indian Man has evolved…..
Roti, Kapda
aur Makaan
will no longer
suffice!!!
Ye Dil
Maange
More!
Growing Disposable IncomeRise in EmploymentRobust Economic Growth
The Per capita income (average income)
of Indians has grown by 10.5 per cent to
US$ 947.21 in 2009-10 as against US$
857.43 in 2008-09, at the current price.
The Services Sector continues to
grow at a fast pace, providing
employment opportunities to
millions across the country
From 2004 until 2010, India's average
quarterly GDP Growth was 8.37
percent reaching an historical high of
10.10 percent in September of 2006
.

13. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
“My barber knows me very well. I
get the haircut I want. Why waste
hundreds of rupees on salons?”
Vital Statistics Target : Mr. Sharma
Age Group : 50+ years
Occupation: Serviceman or Retired
Income : Rs. 10000 + p.m.
Mindset: Traditional
Needs: Haircut & Shaving
Preference : Barber Shop.
Views :
Salons are an unnecessary waste
of money. Long-term relations
with the local barber helps get
customized service. Personalized
attention and low fares are added
benefits of local barber shop.
Characteristics:
•The older generation is
satisfied with traditional
modes of grooming.
•Unwilling to change
• Lack of awareness about
salons
•No interest in personal
grooming --- just basic
haircut and shave needed
Perception:
No differentiation in
services offered by salons
Target Status: Negative
The Cynical Uncleji

14. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
“Salons are fine for special occasions, that too
when my wife insists. For regular needs, the local
barber is good enough. Anyways, at my age , who
needs special grooming. I also feel embarrassed
of women around me in unisex salons. I prefer
men only salons.”
Vital Statistics Target : Mr. Gupta
Age Group : 35-45 years
Occupation: Corporate or Govt. job
Income : Rs. 35000 + p.m.
Mindset: Balance of tradition and
modernity
Needs: Haircut, Shaving. Occasional
facials & hairstyling
Preference : Barber Shop, local men
only salons.
Views :
Doesn’t mind visiting salons once in a
while. Believes that any local salon
can give as good a service as branded
ones, at much lower prices. Unisex
salons make him uncomfortable.
Characteristics:
• Represents the typical middle
aged family guy. Not brand
conscious
• The youthfulness in him is
lost. Egged on by wife to visit
salons for personal grooming
Style not important.
• Not comfortable with women
around him in salons.
Perception: All Salons provide
same kind of service. Save
costs by visiting local salons.
Target Status: Neutral. An
existing, but undependable TG
The Couch Potato

15. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
“Beauty products for men ? It’s only for
effeminates. The real man doesn’t need
Salons and skin whitening creams. Hair is a
sign of virility & masculinity. Why fiddle
with it?”
Vital Statistics Target : Monty Singh
Age Group : 20-35 years
Occupation: Student / Professional
Income : Any
Mindset: Regressive, egotistical
Needs: Haircut, shaving, hair color
Preference : Barber Shop
Views :
Believes that men are by nature
created to look ‘masculine’. Stuff like
facials, pedicure, manicure, waxing
are meant for effeminates. Abhors
unisex salons and dislikes the
growing trend of metrosexuality
Characteristics:
• Rustic, unsophisticated,
lacking social etiquette
• Arrogant, egoistic & stubborn
• Prefers the local barber shop,
if at all its services are needed
Perception:
Men should be ‘real’men ---
shouldn’t get carried away by
marketing gimmicks of beauty
product companies
Target Status: Negative
The Desi Guy

16. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Vital Statistics Target : Mr. Rahul Khanna
Age Group : 25-35 years
Occupation: Corporate executive, IT
professional, Media personality
Income : Rs. 25,000 – 3,00,000 p.m.
Mindset: Modern
Needs: Hairstyling, pedicure,
manicure, facials and more...
Preference : Reputed Salons
Views :
A reputed salon is a must to take care
of personal grooming needs. Looking
& feeling good is essential to lead a
healthy social life and be confident.
Willing to spend a few more bucks
for good quality service.
Characteristics:
• Beauty products and services for
men thrive on such customers
• Metrosexual man --- Status
conscious with active social life
•Brand conscious --- Armani and
Polo are his favourite brands.
Looks for reputation and quality in
brands
• Comfortable in unisex salons
Perception:
Men must take care of
themselves. No sin in that.
Target Status: Positive. Main TG.
Money and passion --- Perfect
combination.
The Suave Socialite “It’s very important for me to look and
feel good about myself. A good salon is
extremely important for personal care
and also a great place to de-stress ”

17. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Vital Statistics Target : Sameer Kapoor
Age Group : 17-24 years
Occupation: High School, College
student, Entry-level professional
Income : 0 – 15,000 p.m.
Mindset: Ultra-Modern
Needs: Hairstyling, hair color, facials
Preference : Local Salons
Views :
Though he would love to visit a
reputed salon, he can’t presently
afford it. Understands the
importance of grooming
Characteristics:
• MTV generation --- Global
outlook & fashion conscious
• High importance of personal
grooming to attract the fairer sex
•Brand conscious
• High aspirational levels ---
potential future customers
Perception:
Modernity requires a shift from
traditional hair solutions to
professionalized hair care services
Target Status: Positive. Potential
target group
The Handsome Hunk “I’d love to visit high end salons, but right
now, affordability is an issue. Good looks is
a great confidence booster. Of course, have
to keep myself updated with the latest
trends as well!”

18. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Target Group
• Age : 17-45 years
• Socio-Economic Class : A, B
• Lifestyle : Urban , sophisticated
• Psyche: Modern and balanced
• Income : INR10,000 +
Customer Needs
• Quality service
• Value for money
• All Grooming solutions under one
roof
• Confidence Boost
• De-stressing ambience
• Special products for men
• Men only salons alongside unisex
ones
Every 2nd indian metro male has a date at the
beauty salon once a month: Nielsen
3 in 5 single men claim they try to look stylish at
all times
Besides visiting a beauty salon, 1 in 3 Indian
men claim they visit a hair salon two to three
times a month
Besides the most common activity – haircut –
head massage and hair coloring are the next two
most popular activities when they visit the salon
* AC Nielsen Report, 2007
Frequency & Habits

19. Schwarzkopf
•Positioning: “Professional Hair Care for
you“; Schwarzkopf represents quality,
expertise and innovation for more than a
100 years now
•Product Range: Colouring ,Taft, Taft
Looks, Shampoos, Conditioners,
Lotions, Serums, Men Perfect.
•Promotion: Traditional
•Brand Values: irresistibility, colour and
inner confidence
•Status: Primarily Hair Coloring Brand
•Packaging: packaging is simple, elegant
and precise, reflecting perfectly the
professional level of the products; 13
packages with sub brand logo design
L'Oréal Professionnel
•Positioning: Refreshingly simple hair care,
strong structured styling products,
perfected for men alone by L'Oréal
Homme.
•Product range: Haircare, Hairloss Styling
Range, Hair Color
•Promotion: 1st launch of Homme by LPH,
with a tagline of ‘Especially for Men’
catches the imagination of hairstylists and
customers.
•Brand Values: sophistication and
elegance, innovation, performance,
•Status: High Price, High Value
•Packaging: Increasingly Environmentally
Friendly. Colors vary with the different
collections
Nivea
•Positioning: “Less alcohol, more care”.
Offered smooth, freshness and soothing
Qualities
•Product Range: Shampoo, Hair Recharge
shampoo and lotion, Style Freeze, Aqua
Gel, Shower Gel
•Promotion: Nivea has huge brand recall
and equity. The brand has not been
aggressive enough in India
•Brand Values: “Mildness,” “reliability,”
“gentleness,” “protection,” “high quality,”
and “value for money”
•Status: Family Brand
•Packaging: Blue and White packaging is
universal
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
Status comparison

20. Strengths
•Innovative Products through constant
R&D
•High Brand Equity,Awareness among
customers for being a Trendsetter
• Diversified and Effective Distribution
Network.
• ability to be global and to act local;
market leader in the segment
Opportunities
•Consumers attach more & more
importance to quality & global brands
•Men’s attititude towards personal and hair
care and more importantly Salons are
changing for better
•Target groups with growth potential and
disposable income
•Newer acquisitions—more range of
products
Threats
•Target Group and Positioning is similar to
most competitiors. Hence, Brand
Cannibalisation
•Entry of new Global and Local players in the
hair care segment
•LPH’s products are luxuries that could be
hurt by an economic downturn
• Non-Traditional Solutions like Ayurveda,
Cosmetic Surgery
Weaknesses
• Low Profitability
•Decentralized Organizational structure
of L'Oréal Paris
•Dissimilarities brought about in the
campaign by worldwide operation
•Only One existing product range cannot
satisfy all customer needs
S W
TO
Swot analysis
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations

21. Future Marketing Mix Strategies
Beauty cream - Dermatin
Shaving products
Deodorants and colognes -
Eion
Product
Premium pricing
Price Range Rs. 500 – Rs. 1200
Price
L’Oréal Professionnel salons
Hair styling salons
Exclusive Homme Corner
High end shopping malls
‘Men’s Corner’/‘Men’s Zone’
Place
Grooming magazine - Men’s
Health
Celebrity endorsement
Social media
Promotion
Existing Marketing Mix
Tonique : Shampoo for normal hair
Densité : Shampoo for thinning hair
Energic : Energizing gel shampoo
Controle+ :Daily conditioner
Wax : Definition Wax
Sculpte : Sculpting fiber paste
Strong : Strong hold gel
Clay : Strong hold matt clay
Mat : Matt sculpting pomade
Product
Premium pricing
Shampoos and conditioner :
Rs. 495
Styling range : Rs. 550
 Renaxil – anti hair loss
shampoo : Rs. 2,200
Price
L’Oréal Professionnel salons
Hair styling salons : B Blunt
Internert
Place
Internet
Professionnel salons
Promotion
Road Ahead
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations

22. Packaging
Colour:
Grey, black, brown, dark blueShape:
Pumps and tubes
Label:
Identifiable, attractive graphics
Logo : Tag
Fresh look
Ingredient Branding Highlight ‘Reason to Buy’
Packaging Strategy
Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations

23. Agenda
Market
Analysis
Competitor
Analysis
Distribution
Channel
Consumer
Trends
Brand
Analysis
Strategies &
Recommendations
• Advertise on Yahoo India, Rediff
& MSN homepage
• Advertising in English on social
networking sites like Facebook &
Twitter
• Tie-up with Zynga games to
develop a game with men’s
grooming as a theme --- on the
lines of Farmville
• Online contests such as quizzes
based on brand history &
recognition
• Celebrity endorsement
using Bollywood actor Imran
Khan as brand ambassador
• Sponsoring Male model
hunt shows such as Gladrags
Mr. India
• Title Sponsors of India
Fashion Week
• Advertising in Fashion &
Lifestyle magazines for men
such as Men’s Health
Promotion
Strategies
Internet &
Social
Media
Fashion &
Glamour
World
Mass
media
Tie-ups
•
•Tie- Ups with big Corporate
Houses and provide grooming
solutions for their male
employees at discounted rates
• Tie-Ups with International
and reputed gyms in metros
frequented by men from SEC
A, B
• Collaborating with
professional male apparel
brands & offering trial offers to
loyal customers
• Sponsorship & Advertment
during popular cricket
tournaments such as Cricket
World Cup & IPL
• Advertising during popular
soccer leagues such as English
Premier League
• Advertising on English movie
channels such as HBO &
lifestyle channels like NDTV
Good Times
• Product placement in reality
shows such as Big Boss, Indian
Idol
Promotion & Advertising
Statistics reveal that TG men are
not great watchers of TV nor are
they fond of shopping. Cyberspace
is their Comfort zone.