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[PRESENTATION][ThanyalakK]
1. Is there a profitable
opportunity in developing
beauty salon specialized
for men In Belgium
in the context of growing in
men’s grooming market?
Presented By
Thanyalak KAWSOMBOON
Promoter
M. Fathi tlatli
3. Thesis proposal
objectives
Study of Men’s grooming market worldwide and market opportunities
Study the Factors that drive men to be beauty and image conscious
Study the Beauty salon as a form of service marketing on application to
The Mensroom
Study expectation and perception of Belgium men consumers toward
Beauty salon specialized for men
Application of research findings to The Mensroom
4. Thesis proposal
“There is a profitable opportunity in developing
Beauty Salons specialized for Men in Belgium
in the context of growing in Men’s grooming market”
Hypothesis
7. men’s grooming market
Birth of men’s grooming market
“Gone are the days where a guy furtively applies his girlfriend’s face cream
behind closed doors. Today, European men are bolder, venturing in greater
number to shop for their own brands of beauty—either in- store or online.
They are not just snapping up the basics, either, but buying and using the
more sophisticated treatment offered. We are reaching what we call a
tipping point”.
Jean-Jacques Lebel Executive Vice President and managing director of L’Oreal
8. men’s grooming market
Characteristics of men
They are beauty and appearance conscious
They feel no more embracing in using beauty products
They are using more sophisticated beauty products
They demanding for beauty products specialized for them
They spend longer time getting ready to go out than women
They even wear some make-up
9. Men in the 21st century: [metrosexual]
men’s grooming market
10. Men in the 21st century: [retrosexual]
men’s grooming market
11. Men in the 21st century: [Ubersexual]
men’s grooming market
12. men’s grooming market
men’s grooming market today
4 mains categories
Toiletries
Skin care
Hair care
Deodorant
Make-Up
13. men’s grooming market
WorldWide men’s grooming market
2008
(million
Euros)
2009
(million
Euros)
2010
(million
Euros)
Growth Rate
(%)
Toiletries 303.52 301.23 309.20 1,9
Skin Care 135.78 131.23 140.33 3,4
Hair Care 71.88 75.31 77.59 7,9
Deodorant 25.55 26.76 26.76 4,7
Total 536.73 534.53 533.88
Source: EURO Monitor 2010 Masculine Dynamism: Men‟s care grooming fast by Carrie Lennard
14. men’s grooming market
men’s grooming market today
0
20
40
60
80
100
120
140
160
180
2008 2009 2010
Unilever
P&G
Beiersdoft
L’Oreal
Others
Own label
Source: EURO Monitor 2010 Masculine Dynamism: Men‟s care grooming fast by Carrie Lennard
15. men’s grooming market
men’s grooming market WorldWide
Western Europe is still the largest region for the male-
specific category because of strong sales in the Franch,
German and Italy
The market for men’s skin care is actually beginning to
imitate the functions of women’s skin care products
Source: EURO Monitor 2010 Masculine Dynamism: Men‟s care grooming fast by Carrie Lennard
16. men’s grooming market
men’s grooming market WorldWide
The use of male-specific products becomes the norm
for men around the world
During economics crisis Men’s grooming products,
were facing only a small decrease in sale volume
Major Players in beauty industry focus on Emerging
Regions: BRIC Nations
Source: EURO Monitor 2010 Masculine Dynamism: Men‟s care grooming fast by Carrie Lennard
19. Driving force
Power of look
Discrimination
“The tens want to be tens and a half”
Looksism
Immeasurable
Beauty Standard
Socially Rejected
Beauty Icon
25. The mensroom
Beauty salon specialized for men
Donna Beyak (The owner of The MensRoom, Canada)
Created, Designed and Styled Just for Men
Make the salon experience more "manly"
Delivering the ultimate relaxing grooming experience for men
Providing exceptional grooming services with products
specialized just for men
Serve their masculine customers with items that interest their
customers
33. Belgium Consumers
To study the behavior of male customers in Belgium in using
hair salon services
To study the perception of male customers in Belgium towards
men’s grooming behavior
To study the perception of male customers in Belgium towards
beauty salons specialized for men
survey’s oBjectives
34. Belgium Consumers
survey’s oBjectives
To study the expectation of male customers in Belgium towards
beauty salons specialized for men in the context of
Services provided
Atmosphere
Activities to do while waiting
Criteria they will use in choosing beauty salon
specialized for men
35. methodology
Belgium Consumers
Research Design
Questionnaires Survey
Population and Sampling
Male
Aged 20-60 years old
University students, employees, business owners
Urbanity characteristic
Limitations of the study
Language
Questionnaire Length
36. research findings : [research results]
[respondents’ demographic]
Belgium Consumers
Age:
20-25 years old (37.3%)
26-30 years old (26.5%)
31 -35 years old (6%),
36-40 years old (13.3%)
45 to 50 years old (4.8%)
over50 years old (12%)
Income:
less than 2000 euro (27%)
2001 to 3000 euro (47.7%)
3001 to 4000 (13.3%)
4001 to more than 5000 euro (6%)
Occupations:
Employees (39.8%)
Students (37.3%)
Business owners (4.8%)
Freelancers (3.6%)
37. research findings : [research results]
[current Behavior in using hair salon]
Belgium Consumers
Where:
Mixed hair salon (69.9%)
Barber shops (21.7%)
Do haircuts at home (6%)
Frequency:
,
Once a month (33.3%)
Once every three months (26.9%)
Once every two months (17.9%)
Twice a month (6.4%)
Once a week (2.6%)
How Much:
Less than 10 euro (11.5%)
10-20 euro (42.3%)
21-30 euro (34.6%)
31-40 euro (8.4%)
More than 41 euro (1.2%)
38. research findings : [research results]
[perception about beauty salon specialized for men]
Belgium Consumers
[67.9%] intend to use the services in a Beauty salon
specialized for men
[32.1%] said
no need for them to take sophisticated services (46.2%)
does not match their personality (46.2%)
too complicated (30.8%)
beauty salons are symbolically not for men (26.9%)
39. research findings : [research results]
[expectation in beauty salon specialized for men]
Belgium Consumers
Staffs know their preferences
Professional, friendly and relaxing atmosphere
Free soft drinks, magazines for men and free internet
Modern and professional hair stylists
Hair shampooing & cutting services
41. The mensroom in belgium
Industry analysis
Competitive
Rivalry
Within
industry
=
Medium
Bargaining
Power of
Customer
=
High
Threat of
Substitute
Products
=
Low
Threat of new
Entrants
=
High
Bargaining
power of
Supplier
=
Low
[michael porter’s five forces model]
42. The mensroom in belgium
Competitors analysis
Barber
Shop
Mixed
Salon
Beauty salon
specialized
for men
Price
Variety of service
43. The mensroom in belgium
Swot analysis
Strength weakness
Opportunity threat
• Variety of services
• Have experiences and know-how
• Exclusively for men
• Provide ‘manly’ atmosphere
• One-stop services
• New entrants
• Low reputations
• Low level of customer perception
• Higher price than competitors
• Growing in Men’s grooming
• No direct competitors
• Increase in male populations
• The use of internet create trend
• Increase in purchasing power
• Cultural aspect
• Feminine image associate with
beauty salon
• High level of indirect competitions
• Competitors have price advantage
44. The mensroom in belgium
Target market
AGE:
20 – 45 yrs old
Income:
Average 2.500 euro
Urbanity Life Style
Business Owners
Uni. Students
Employees
47. The mensroom in belgium
[4c] [customer value]
[bundle pricing technique]
“Overhaul” $149: Enjoy a full haircut,
color or highlights, facial hair sculpting,
hot neck treatment, & men’s manicure
“Top Coat” $49: Semi permanent color to
tone down any gray & create a fresh shine
to the hair
“Rushin” Cut $25: Express haircut, more
than a cleanup, not quite a cut, no wash
55. Conclusion
“There is a profitable opportunity in developing
Beauty Salons specialized for Men in Belgium
in the context of growing in Men’s grooming market”
56. Thank you for your attention
Presented By
Thanyalak KAWSOMBOON