MARKET TRENDS PRODUCT IDEA INTEGRATED MARKETING PLAN

**Average **Market of new ##CAGR of 1 180,277 Target Group – Urban males (18-25 years) who have a high
preference for being well groomed in cost effective and
period of men 30-40 products such as beard 180877 convenient ways
7,500 visiting salons beard products in
1 grooming Target Market: India-Following cities with highest consumerism
customers India is 42% of
crore the men’s
industry in and urbanization
India
grooming
*sales of men's **Per day for 20%
Estimate
grooming 15-20 beard and 3150 #Beard 20% account reach
products in India moustache segment
rising about 150% days maintenance crores fastest growing of
followed by #noshavenove
2010 (Truefitt & Hill)
fragrance meber

***GROOMING PERCEPTION:
***TRENDS IN THE BEARD SEGMENT
INTRINSIC FACTORS
• Primary Research shows high influence of Celebrities like Ranveer Singh,
Virat Kohli and Shikhar Dhawan in beard grooming
• “Men stress on clean, hygienic and stylized beard”- Akiq Mohammad,
cosmetologist, Bhubaneswar
• According to International Society of Hair Restoration Surgery facial hair
transplants increased by 9.5 per cent globally in 2012 for fuller beard
• Facial hair has transcended trends as permanent forms of self-expression,
shift away from the cleaner-shaven "metrosexual" look to a “lumberjack
look”
• spurring rise of e-businesses like Beardo, Ustraa that cater to pampering
** Influencing factors:
hairy faces, e.g beard balms, oils, shampoos and conditioners
 Rising consumer lifestyle expectations
 Increasing disposable income Growth opportunity in beard segment in India
An initiative to
 New technological grounds in global beauty industry
raise cancer
• Urban male population of the age group
 Rapid urbanization
 Electronic media influence awareness by 18-25 estimated to be around 641 million
 Growing Image and Appearance awareness promoting beard • Practice of growing beard followed in
 Organised retail look was the most
followed online Sikh (2.08 crores) and Sunni Muslim(12
 Celebrity influence
 Peer influence trend of 2016 and crore population) community.
has raised US $ 2
million
• Attributes like pride and masculinity have
been associated with beard-moustache
 MARKET TRENDS PRODUCT IDEA INTEGRATED MARKETING PLAN

Product Suggestion Beard Shampoo(Skincare+ Styling &Shaving+ Shower Product)

+Segment
Research Design •Primary Survey (92 male respondents of the age group 18 to 25)
•Market Research(Green Trends Salon, Finesse Salon, Naturals Salon, Indulge Salon- Bhubaneswar) Untapped Segment
•In-depth Expert Interview(Akiq Mohammad, cosmetologist, Bhubaneswar)
Research Objective Fulfilment of Demand Availability Gap)

Beard Problems faced by men

Gap in consumer utility w.r.t existing products

Beard Shampoo- Attributes

Positioning:
Facewash/Soap Hair Shampoo • Cleanse before your style.
• Beard gets dry, frizzled out, and very
 Skin of the face different from skin • Importance of beard hygiene
susceptible to breakage.
under the beard • Simple, Strong and daily care
• Sodium Lauryl Sulfate (SLS): detergent
 Harsher beard skin requires extensive Pricing:
found in shampoos that gets is
care- unfulfilled by face wash Rs 300 to Rs 500
harmfulfor the surface of your skin
 Skin prone to acne, pimples, caused due Variants:
• Shamppos contain fragrance that
to shaving requires special care 1. Anti Dandruff
allergies, brain fog,
2. Anti Acne and Itching
3. Smooth and Soft
4. Deep pollution cleanser
L’Oreal Men’s Expert Beard Shampoo 5. Lime and Musk fragrance
One Stop Solution
 MARKET TRENDS PRODUCT IDEA INTEGRATED MARKETING PLAN

ONLINE ACTIVITIES
CUSTOMER SEGMENTS
L’OREAL MEN’S EXPERT APP LAUNCH
An App which will be a one stop for Men’s grooming to be launched. Sections which include Men’s hair
and beard styles, skin problems and solutions etc are the major content of the app
Suave Active
The Hunks APP OPTIMISATION
Socialites College Lads INFLUENCER MARKETING The app is to be developed for both Android and iOS devices.
Celebrities with huge following on Social media, for their Popular searches regarding men’s grooming have to be
beard styling to be found out. Social Media mentions of the understood and used as keywords for the app.
Sophisticated Religious product by them results in a good mileage.
INFLUENCER BLOGS BLOGS ON MEN’S GROOMING
professionals followers Blogs by experts of L’oreal regarding the importance of Men’s
Bloggers who write about Men’s grooming to be
identified. L’oreal Men’s expert adverts can be placed grooming, issues regarding skin, beard and hair to be
in their blog with a call to action for online purchase published online to gain followers. This would enhance the
brand loyalty.
YOUTUBE ADS AND VIDEOS SOCIAL MEDIA CAMPAIGNS
DISTRIBUTION CHANNELS Video ads for different variants of beard shampoo to Social Media campaigns with the #L’orealBeardPride to be
be targeted to individuals based on their search initiated as a part of which individuals with beards post
history selfies and those who get maximum likes to be declared
winners of the campaign.
ONLINE OFFLINE GOOGLE ADWORDS SEARCH ENGINE OPTIMISATION
E Commerce platforms Popular searches regarding Men’s grooming to be Popular searches regarding Men’s grooming to be found out
found out and google ad campaign to be designed and the website to be optimized with those keywords in
such as • Superstores
(PPC model) order to appear in the top google results.
• Amazon • Drug stores
• Flipkart • Professional Salons
• Purplle chains OFFLINE ACTIVITIES
• Big Basket, etc
SUPERSTORE PRINT
BRANDING ADVERTISING
L’oreal branded products to be grouped SALONS Attractive artworks communicating that L’oreals beard shampoos
together in a good visible area and branded BRANDING are one stop solution for all the beard issues to be placed in Men
in order to attract men to that section. related magazines such as Men’s Health, GQ Magazine etc
Products to be placed in L’oreal and third party
premium salons. The aprons worn by the hair SHOPPING MALL
TV COMMERCIALS specialists/barbers to be L’oreal branded ACTIVITIES
Promotion activities to be held at busy shopping malls on
TV commercials to be aired during the time of PACKAGING weekends. Customer engaging contests such as Selfie
cricket matches and football matches in order to
challenge, Best beard challenge etc can create excitement
capture majority share of target consumers Products to come in 2 different quantity
EVENT packages ie. 50 ml tube and 250 ml bottle with BRAND
SPONSORSHIPS
the uniform Men’s Expert design language AMBASSADORS
Sponsoring cultural fests of various colleges and Celebrity who is known to influence the 18-25
hosting events and distributing give aways for years age group the maximum such as Virat
the consumers to try the product Kohli, Ranveer Singh to be selected as brand
ambassador