Presentation for Marketing Research. (Year 3 Term 2)

1. 48%
Men’s Grooming Products

2. Top 3 Brands:
(Euromonitor International)
L’Oréal Professional
Wella
Schwarzkopf

3. Research
Objectives

4. Research
Objectives

5. Research
Objectives

6. Zap
Non-Probabilistic Sampling
Focus
Group
Hair Profile
Evanda
Survey

7. Secondary Data
Online Database
Internet Documents
Local Publications

8. Target Segment
18-55years old

9. Target Segment
18-35years old

10. Results & Analysis

11. Perception of RFM
‘sale-ability’

12. Perception of RFM
quality

13. Perception of RFM
5.00
4.74
4.65
3.75
3.72
3.12
2.50
2.10
1.25
0
Market Position Product Range Availability Price Quality
Importance of Attributes

14. Perception of RFM
5.00
3.75
2.50
1.25
0
Market Position Product Range Availability Price Quality
Importance of Attributes vs. Perception of RFM

15. Perception of RFM
Paired-Sample Test
Price
Quality
Product Range

16. Perception of RFM
1 3 5
2.58 3.76
Availability
1 = Hard to Find, 5 = Widely Available
95% Confidence Level

17. Perception of RFM
1 3 5
3.90 4.20
Positioning
1 = Mass, 5 = Premium
95% Confidence Level

18. Preferences & Habits
Hair Length: very short to short
hair length
Problems: Dandruff, Dry, Too oily,
Maintenance
Hair Cuts: Small salons > Pro
salons > Barber
Freq.: Once a month, every two
months
Routine: Twice a day. Separate
conditioner, with every wash

19. Preferences & Habits
Styling product: wax and gel
Usage: everyday - few times a
week
Leading brands: Gastby and L’Oreal
Studio Line
Coloring: not very popular, in the
past year
Reason: achieve new look

20. Preferences & Habits
Location: supermarket,
pharmacy, pro salons
Hair care purchase: spouse/
girlfriend
Styling purchase: themselves
Grooming: clean feel good about
themselves

21. Preferences & Habits
The Pro Salon Man

22. Preferences & Habits
32% go to
a pro salon
33.3% visit
once every
two months

23. Preferences & Habits
50% know
about RFM
31.3% have
seen RFM ads

24. Preferences & Habits
only
1/2
purchase hair products in pro salons

25. Preferences & Habits
Bivariate Pearson Correlation
0.039
Place of haircut & Place of purchase (styling product)

26. Brand Awareness
Purchase Hair Products
6%
20% 37%
24% 8%
4%
Supermarket Convenience Store Cosmetic
Pharmacy Professional Deparment

27. Brand Awareness
2 of 10
visit a salon at least once a month

28. Brand Awareness
“Singaporean men
do not know
enough about
‘Hair Science’”
- Evanda, Sunji Matsuo International Director

29. Brand Awareness
“They expect to
see results...’”
-Theresa Huang, Ex-M.D. of L’Oreal Singapore

30. Limitations
We Aren’t Pros
Bias
Questionnaire Interpretation

31. Further Research
Packaging
Range
Composition

32. Further Research

33. Recommendations

35. 48%
Pro Salons

36. 2
(Educate)

37. 400,000
300,000
200,000
100,000
0
15-24 25-34 34-44 45-54 55-64
Population (Current)
Euromonitor International

38. 1990 1995 2000 2005 2010 2015
400,000
300,000
200,000
100,000
0
15-24 25-34 34-44 45-54 55-64
Population (Forecast)
EIU Market Indicators and Forecast

39. Print Ads
In-store Website
Sponsorships Roadshow
Samples

40. Fashionable
Trendy
Urban
Sponsorships Professional

41. Push

42. Think
locally,
act globally.

43. T.M.S.
“Two-Minute Summary”

44. thanks.