BRAND MANAGEMENT

GROUP 14

ARITRIKA 96 | NIKHIL 124 |PAARMI 127| SAARINI 139 | SURABHI 152 | VASUNDHARA 158

Market Scenario

Market Size : $433,336.3 (US Million)

CAGR: 3.0%

$68735.5 $27520 $122059

$22766

Men’s grooming

7th largest sector

$33595.1 [2012]

$40,369.8 [2017]

CAGR: 3.7%

Per Capita Consumption

$4.8

Market Size – 6088.5

CAGR – 6%

Per Capita Consumption– $ 1.5

million

2012-17 - 33.6%

Market Size – 707.7

CAGR – 14.8%

Per Capita Consumption – $ 0.6

million

Source: Euromonitor Data

Men’s Grooming Products

8% Global share

Dominant Category

40% grooming revenue in India

Market Size: $2737.4 Million

50% Global share

60% from Asia Pacific

Upcoming categories: Anti-

ageing, Blemish removing, skin

brightening

India: Fragrances fastest growing at 33%

2.4% share of premium market

Market Size: 8219.1

India: 20% Growth in

professional haircare segment

Japan biggest market [$1.8

Billion]

Skincare

Shaving

Deodrants

Haircare

Western Europe biggest

market [18.5%]

11% increase globally

Bath & Shower

Source: Euromonitor Data; GCI Magazine

Why enter this market?

Dermatologically

Tested

Ethical/Environme

nt

Friendly

Aromatherapeutic

21% 11%

6%

14% 4%

3%

Marketed as

29% Botanical & Herbal

23% Moisturizing &

Hydrating

1985

25%

1998

2011

52%

69%

Ev

olu

tio

n o

f th

e m

etr

ose

xu

al m

an

Men buying their own grooming

products

Asian men prefer

skincare products

Brazilian men spend more

on deodorants

Russian men are more

conservative with regards to

skincare products

Insights

Source: GCI Magazine, Spire Research

Need Gap Analysis

ABSENCE OF A

BRAND

EXCLUSIVELY

FOCUSED ON

MEN

PRESENTLY, NO ONE STOP

SHOP FOR MEN’S

INCREASING GROOMING

NEEDS

PRESENT BRANDS

ONLY UNI-

FUNCTIONAL

ONLY TIME

CONSUMING

GROOMING

PRODUCTS

Brand Key

1. Root Strength

2. Competitive Environment

3. Target Audience

4. Brand Insights

5. Benefits

6. Values, Beliefs and Personality

7. Reasons to Believe

8. Discriminator

9. Brand Essence

Root Strength

Convenient & simplistic

Experts in cosmetic innovation

“INFINITE POSSIBILITIES FOR MAKING GROOMING

SIMPLE”

Plethora of products

Competitive Environment

“

Old Spice is a prominent American brand of male grooming products

in the form of body sprays, body washes, deodorant and shaving

products

OLD SPICE

Forest Essentials has pure, nutritious Ayurvedic products for the

conscientious men based on the philosophy of Tree of Life

FORREST

ESSENTIALS

Nivea for men is synonymous with quality skin care on a

global level. Strong heritage that soothes, nurtures and

protects mass skincare market

NIVEA FOR MEN

The Gillette Company produces and sells personal care products for

men. Several years of product innovations and heavy investment

makes it the dominant leaer in this category

GILLETTE

Working Male / Female 25 to 35 years old

SEC A

Single or Married

Follows latest trends in

Technology

Trendsetters among

their peer group

Adventurous and

fun loving. Like to get out

on weekends with

friends

Are extremely image conscious and don’t mind

spending extra on high quality

products

Leads a healthy lifestyle

Works out regularly

and likes to take care of

himself

Our consumers

THE MULTI DIMENSIONAL

MAN

Brand Insights

“IN A TIME-STRAPPED WORLD OF INFINITE OPPORTUNITIES, I WANT TO BE ABLE TO LOOK AND FEEL MY BEST WITH MINIMAL

EFFORT.”

He needs something

quick and convenient that works well for his skin

He prefers things that are not

complex – likes fuss-free,

intelligent products.

If a guy in Andheri has to

suddenly dash off to Colaba

for a meeting, he doesn’t have time for a bath. He loves to have

options for

everything

He desires to stand out among the rest of his

colleagues at work.

He is always busy

because he is doing

multiple things

Benefits

Gives users more dependability.

“I feel very assured of

INFINITAS as a brand in helping me at times when

I need it most.”

Wide variety of

effective, suitable and

easiest to use products.

“ INFINITAS gives me

the best array of

products to choose

from for me to look

good.”

Emot

iona

l Ben

efits

Functional Benefits

Values, Beliefs and Personality

PHYSIQUE

- Skincare and hair care brand

-Quality product from long

research

RELATIONSHIP

-Trust

-Listening

-Customized Advice

REFLECTION

-People who take care of their skin

-Always on the move

-Like trying new things

PERSONALITY

-Innovative

-Experimental

-Simple

CULTURE

-New age

-Convenience

-Expertise in R&D

SELF IMAGE

-I feel good about myself

CREDIBILE | CONVENIENT | COMPLETE

“ INFINITAS helps you look and feel good everyday, I

absolutely love this brand“

- Manesh, INFINITAS Insider

“ I highly recommend this brand for all round solutions

for everyday hassles”

- Brad, INFINITAS insider

Reasons to Believe

Scientific approach in manufacturing

products lends credibility to the

urban, educated Target Group

Commitment to consistent

innovation, serious

investment in R&D

Products offered

are simple, quick, effortless, clean

THE ONLY EXCLUSIVE MALE-GROOMING

SPECIALIST

Discriminator

Focus on helping men groom themselves quickly and conveniently

Pioneer in offering multi-functional men’s grooming products

Brand Essence “

“SIMPLIFIED

SOLUTIONS FOR

MEN’S

GROOMING”

Thank You