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 THE CUSTOMER
BEHAVIOUR IN THE
MEN’S COSMETIC
MARKET IN INDIA
 Objectives
• To identify the relationship existing
between those men and the cosmetic’s
world

•To understand the consumer behavior in

the men’s
cosmetics market and to explain in why it
has such evolution

•To what extent the theory that was found

were relevant with the reality
INTRODUCTION
BACKGROUND & PROBLEM

• Everyone wants to be beautiful

• Growing concern is a gold mine for the
cosmetic brands
• Cosmetics are substances used to enhance
the beauty of the human body
• Business of selling cosmetic for men is
booming since a couple of year
• Development of fashion magazines for men
reinforces the new concern of the men for
their appearance
• Men do not have the same “cosmetic”
PURPOSE

• Focus will be on the relationship that

men have with self-appearance and
cosmetics or beauty care product.
• Is it relevant to talk about men’s
mentality? Or is it rather better to define
different targets with different needs
and wants?
• Different marketing strategies?
• Impact of advertisement ?
 THE
MARKET
 THE MARKET OF MEN’S
FAIRNESS
The market CREAM
of men’s cosmetic is relatively a
new market
•Niche market
•The “masculinity” of the women’s products
•Changes in the men fairness creams’ market
v. Blossoming (rapid development) of
cosmetics for men
vi. Opportunities of the market
vii. Forecasting
• The market in facts
ix. The global cosmetics’ market
x. The men’s cosmetics’ market in India
 THE ACTORS - LEADER,
CHALLENGER & THEIR
STRATEGIES
•Beauty industrials’ stakes
•The market actors
ii. Cosmetics industry leaders
iii. Care universe actors
iv. Independent cosmetics’ makers
• Competition analysis
vi. New entrants threat
vii.Substitutes threat
viii.Suppliers’ power
ix. Customers’ power
 STRATEGIES &
TARGETS
•Differentiation by the distribution
ii. Sales in specialized selling points
(pharmacies, institutes, spas…)
iii. Sales in perfumeries
iv. Sales in super stores
v. Peculiarities
vi. Distribution through the Internet
• Brands positioning
viii.Nivea for Men
ix. Fair & Lovely’s Menz Active
x. Fair and Handsome
 Marketing Mix
Product
ii. The packaging
iii. The brand name and lexical field
iv. The line
Promotion
II. Advertising investments
III. Brand’s name & product’s name
IV. Communication strategies: 2 types
• Media communication
vi. Press
vii.TV
viii.Internet
• Non-media communication
x. Sponsoring
xi. Sales promotion
Price, Different
Strategies and
Theories
Price depends on
•the cost of the product
•the positioning choice
•the evaluation of the competition
•the vision of quality and the value
perceived by the price

The channel of distribution

• intensive distribution
Place
•Super store
•Perfumery and
drugstore
•The others
ØMen in Indian ads are portrayed in a traditional
manner. However they are also portrayed in a
less macho-dominant manner in magazine ads
than in ads from countries such as UK, US and
other western nations.
ØIndian ads also tend to portray men as equal to
women, in a contrast to those in other countries;
recent studies in the US suggested that men were
most often portrayed in athletic roles in ads, a
very small fraction of Indian ads showed men in
such a role.
ØMale portrayals in ads have undergone more
significant changes than female portrayals. Men
seem to appear for more products and in a
 India’s emergence as one of the fastest
growing markets in the consumer durables
segment and the success of “male-oriented”
products like insurance, medical, industrial
and technology related products.
Men are often considered to be the primary
decision makers as they are the bread
winners of the family.
Studies suggest that the number of ads in
business and general interest magazines in
India has increased tremendously while the
number in women's magazines has remained
ADVERTISING
STRATEGIES
 Why Advertise ?
• Almost every business needs to
promote itself in some way,
reaching out to new and potential
customers
• For businesses with large numbers
of target customers in well-defined
market segments, advertising is
often a cost-effective way of
communicating with them
 Some organizational
dilemma…
• Setting promotional objectives and
deciding whether to advertise or
not
• Determination of the advertising
budget
• Deciding where and when to
advertise
• Selection of the target groups
• Deciding on the content to be
incorporated
 What could be the
objectives ?
• A need to create awareness of
something, or change customer
attitudes
• For creating a reputation as the
market leader to maximize price
and win long term contracts
• Creating brand awareness not only
makes a product easier to sell, but
also makes it easier to launch
newer products
• For creating a feel good factor
Contd…..

• For conveying specific messages to

the market like informing people of
a special offer or a particular
benefit associated with a product
• If the product is suitable, the
objective will be to create sales
there and then
• Firms try to keep up ‘front of mind’
awareness amongst their existing
customers to ensure that they are
considered first when customers
 5 SMART steps to
advertising
• Specific: About whom to communicate with
• Measurable: Is advertising the most cost
effective way of achieving objectives in
comparison to other forms of promotion ?

• Acceptable: The advertisement & media

should suit the firm’s image

• Realistic: In terms of budget and the message

• Time-limited: Should not be unnecessarily
Points to remember with
respect to…….
Who are you (firm) trying to reach?
Common characteristics that
define the target market like
consumers in the same
geographical area or from the
same socio-economic background
Whether to reach end-users or
intermediaries?
Clarity about who makes the
buying decision
 Points to remember
with respect to…….
q What media should best reach the target market?
ü Advertising is only cost-effective if it reaches a
readership or audience which significantly
overlaps with the target audience
Points to remember
with respect to…….
q Would advertising carry the right
message?
ü Generally speaking, advertising works
best when they carry a concise message
ü The form of advertisement physically
limits the message. For ex. Banner
advertisements on websites work best
for very short messages
Points to remember
with respect to…….
q Would advertising work within the time
limits?
ü Preparing an advertisement for
publishing or broadcasting can take
time, depending on the media
Points to remember
with respect to…….
q Are there cost effective alternatives?
ü Depends on the target audience
ü Depends on the advertising objectives
ü Depends on the budget
ü Depends on the time horizon
ü Examples: Personal selling to build
relationships, PR for building reputation,
trade exhibitions & conferences, website
promotions etc.
Money matters !!!
• Analyzing how much was spent in
previous years and measuring its
effectiveness in relation to business
objectives
• When competitors are advertising
heavily, the firm needs to match their
budgets to ensure its message is heard
• When new competing products are
launched, there is need to fight the
threat
Money matters !!!
• Launching a new product in a new
market needs heavy spending to create
awareness
• However, if product is well established,
advertisement spending can be limited
to ‘front of mind’ awareness campaigns
• The choice of medium will depend on the
budgetary constraints
 Media Selection
• Identification of the target market
segment before selecting the most
appropriate media to reach the segment
• Keeping a close eye on where
competitors advertise
• Asking a selection of consumers from the
target market what they read and watch
• Analyzing characteristics and spending
habits of consumer groups for socio-
economic segregation
Media Selection
• A close scrutiny of the different sizes and
types of advertisement media and
different positions
• How much will the ad cost to produce
and run?
What and when??
q The objectives determine what aspects
of the product/service are to be
highlighted and when to advertise
q Since an advertising campaign is just
one part of a firm’s marketing strategy,
it should be suitable for its product or
service
ü For example, ads to generate immediate
sales are not suitable for products that
require demonstration or special
operating skills
What and when??
q An advertisement strategy should be
centred around a single, solid benefit
ü The firm must know what motivates its
target audience
ü The message should be simple yet
effective
q The timing of the campaign is critical
ü Plan to target customers when they are
most receptive
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