Hers's a ppt based on the brand strategies adopted by the top players in indian market scenario!

1. BRAND STRATEGIES
MEN’S GROOMING INDIA Asad Hoosain
MBA-13-007

2. FMCG SECTOR
PERSONAL
CARE
FOOD &
BEVERAGES
HOUSEHOLD
CARE
• Soaps
• Personal Wash
• Skin care
• Hygiene
• Oral Care
• Chocolates
• Bakery Products
• Tea/Coffee
• Soft Drinks
• Fabric Wash
• Detergents
• Dish Wash

3. • Value- Rs.1400 billion,
• 2.5% of GDP
• Growth rate- 17%
Major companies
• Hindustan Unilever
• P&G
• Nestle
• Colgate
• Godrej
• Johnson & Johnson

4. MEN’S
GROOMING
INDUSTRY

5. • 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 .

7. 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.

8. TOILETRIES
SKINCARE
FRAGRANCES
HAIR CARE
OVERALL PENETRATION 32%

9. Le Players

10. GROWTH DRIVERS
• Increase in disposable income.
• Men also realize ‘NEED’.
• Rise in Organized retail.
• Western culture?!
• Demand for natural products.

11. 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)

12. 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…

13. 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

14. WHAT THEY DID THEN?
• BEST FRIEND IGNORANCE
• Grooming = Ladies stuff
• Backward Mindset
• ‘Mens don’t cry’ attitude!

15. WHAT ARE THEY DOING NOW?
• Shopping for themselves!
• Evolved into travellers!
• Mixing-Matching!
• ‘50 is the new 30’ attitude.

16. FROM
• Cynical Uncle
• Couch Potato
• Desi guy

17. TO
• Confident Employee.
• Suave Socialite.
• Handsome hunk.
AESTHICISM FOCUS!

19. 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

20. OVERALL STRATEGIES IN A BOX
• Realization through advertisements
• Innovation and Differentiation.
• Multi-linked

21. • Social Marketing
• Socio-Economic status
• Packaging

22. • Celebrities!
• Local Distribution
• Unisex quotient

23. • Getting more specific .
• Existence elsewhere than the Metros.

24. LAST WORDS
• Cultural Barriers
• Price Wars?
• Not completely changed.