MBSW 60291 - Marketing

Workshop Session 1
Tutor: Dominic Medway
Room: MBS West 3.97
Session Dates: April 09, 2011 - April 11, 2011

Paul CURRY – 7981802

Stella EZE – 7960515
Richard HENNESSY– 8041806
Kehinde IBIKUNLE - 7962020
Sarah IMOGU– 7959420
Male Grooming Product
Introduction

Our customer
The market
Marketing mix
Future
Concept

Skincare range targeted at

active men aged over 50

.... Golfing Greg ...

http://www.youtube.com/watch
?v=5sC5Mbv43S4
 Segmentation

- 10m men over 50 in UK (17%)

- After the age of 45, men are more likely to become

dissatisfied with their appearance

- 31% of men are “Low maintenance” typically aged

45-54

- Market for aged 55+ is set to see strong growth

Office for National Statistics – National Population Predictions 2008

Mintel - Male Grooming and Personal Care Consumer – UK, July 2010
Mintel – Mature Beauty - UK - September 2009
 Environment Scanning

- Saturated & discounted for essentials such as

deodorants and shower products

- Market becoming more sophisticated, niche and

luxury brands are developing. 66% new products
are niche, outside top 10 companies.

- Growing interest in anti-aging products. Skincare

accounts for 50% of NPD

- Estimated market value for anti-aging skin care for

over 50 is £30m, rising to £54m in 2014

Mintel - Men's Grooming - UK - June 2010

 Perception

“Most claims made appear to me to be of dubious

research. At the most there may be a little
improvement in some cases.”
Over-55-year-old ABC1
male

“I discount just about everything cosmetic products

claim.”
45-54-year-old ABC1
male

Broadsheet readers are the most believing with a

quarter believing in seven or more claims.

Mintel - Male Grooming and Personal Care Consumer – UK, July 2010
 Product Brief

- Focus on function – ‘Need’ not ‘want’

- Anti-ageing

- Hyperpigmentation

- Patches brought on with age

- Lack of moisture

Mintel – Mature Beauty – UK, September 2010

The Product

Q dos
Quality dermatological
organic
simple
 Q dos – Product

- Moisturisers
sun - Eye Care

Q Q -
-
Regular SPF 15
Extra SPF 30
dos dos Q
home away dos - Green Tea
eye - D-Panthenol
- Hyaluronic Acid
SPF 15 SPF 30

Ampuero, O. and Vila, N. (2006) ‘Consumer perceptions of product packaging’

 Q dos – Product Packaging

- Fairtrade
sun - Recycled packaging

Q Q - Simple colours
dos dos Q - Clean text
home away dos - Bold text
eye

SPF 15 SPF 30

Ampuero, O. and Vila, N. (2006) ‘Consumer perceptions of product packaging’

Q dos - Attributes

Successful
Intelligent
Confident
Active
Effortless
Enduring
Understated
 Q dos – Association

Till (1998) - Using celebrity endorsers effectively

Q dos – Perception Map
HIGH
PRICE
Sisley
Clinique
Q dos
Nivea
Dove
low HIGH
quality QUALITY
Biotherm L’Oreal

low
price
Q dos – Price Position

£100 / 50ml

£25 / 50ml
£20 / 50ml
£15 / 50ml
£10 / 50ml
Q dos – Channels
Key issues
- Applies to channels & distribution:

Rebates

Incentives

Sale or Return

No quibble customer guarantee

Retail brand enhancement

Q dos – Distribution Channels
Q dos – Communication Channels
Q dos - Recommendations – Focus Groups

Depilatory
Distribution
Price
Segment
Channels
Hair Colour
Communication
Q dos - Recommendations – Future...
Near Field
- EU - Similar demography
- May need brand localisation

Mid Field
- Asia & Russia – Developing middle class
- Emphasise high quality from Europe
- Little product localisation

Far Field
- Nigeria – Emerging middle class
- Emphasise high quality from Europe
- Localise product for hotter climate & economy
Q dos
References
50plus.co.uk
•http://www.youtube.com/watch?v=5sC5Mbv43S4 Accessed 14 April 2011
Office for National Statistics
•National Population Projections - 2008 - Series PP2 No 27
Male Grooming Review
•Top 10 Mens Moisturisers – 2010 - http://malegroomingreview.com/mens-
moisturisers Accessed 14 April 2011
Mintel
•Men's Grooming - UK - June 2010
•Male Grooming and Personal Care Consumer – UK, July 2010
•Mature Beauty - UK - September 2009
Ampuero, O. and Vila, N
•Ampuero, O. and Vila, N. (2006) ‘Consumer perceptions of product packaging’,
The Journal of Consumer Marketing, Vol. 23, No. 2, pg. 100-112
Till, B
•Till, B (1998) ‘Using celebrity endorsers effectively: lessons from associative
learning’