martins l’oreal professionnel homme
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HOWTOATTRACTMENINTHE
SALONS?
L
ORAL PROFESSIONNELHOMME
PRE-CASE STUDY: Giulia Agostini, Mihaela Pisau, Martin Stenner
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MARKET COMPETITION
CONSUMER BRAND
BEAUTY PRODUCTS BEAUTY SERVICESEXTERIOR WITHIN
HAIR SKIN FOOD SUPPLEMENT
FACE
Conditioner
Styling
ShampooHair Spray
Hair ColorFragance Hair&Shave
Treatement Shave
Fragrant After
Shave&Ancillary
Make upCleansers, Moisturizers,
Exfoliators
Age Specialists
Eye Products
Skincare (anti aging
/wrinkles, firmness,
moisturizing)Haircare: anit-losing,
streghtening
Hairwashing
Treatment
StylingHair colouring
Shaving
BODY
Depilatory
Treatment Shave
Juices/Fragance
&Ancillary (Lotion, Talc,Bath-Shower gel,
Deodorant)
Body Cleansers/Body
Gels
Deodorant
Body Moisturizers
Body Exfoliators
Sun (In-Sun/Self-Tan)
Suncare (prepare
internally the skin)Slimness&Fitness
Skincare: firmness,
moisturizing
Massage
Manicure/pedicureBleaching
Hair removal
MARKET DEFINITION: European beauty market to serve men with professional
products & services
Kits
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TO ADD: Male grooming in detail EEU
Beauty WEU
Male grooming WEU Trends
MARKET COMPETITION
CONSUMER BRAND
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What Fundamental Charateristics define the global and local market?
Growth opt&threats?
Charateristics of the distribution channel?
MARKET COMPETITION
CONSUMER BRAND
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MARKET COMPETITION
CONSUMER BRAND
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MARKET COMPETITION
CONSUMER BRAND
Age & Male-
segment
Teens aged 14 to
17 years
Young Adults
aged 18 to 24
years
Adults aged 25
to 34 years
Mid-lifers aged
35 to 49 years
Seniors aged
50 years and
over
Somethi
ng about
men
getting
older
Teens are an important
demographic for
manufacturers to target
as they are forming
grooming habits that will
last over the long term,
and increasingly choose
their own products.
They are also highly
experimental, howeverthe overall number of
Teens is shrinking.
CAGR Growth 03-08:
0.7%
Young Adults are in
a transitional stage
in their lives from
education to
financial
independence that
engenders several
particular need
states. They tend to
have active sociallives and this
obviously has an
impact on their
grooming. In
addition they are
prone to
experimentation and
are particularly open
to media influence
regarding fashionand grooming.
CAGR Growth 03-08:
0.6%
Adults have
generally developed
grooming habits and
preferences, and are
more discerning
consumers who
require more
sophisticated
targeting in line with
their needs andaspirations. While
they also have
higher disposable
incomes than Young
Adults, the number
of Adult male
grooming occasions
is falling as the
numbers in this age
group are falling.CAGR Growth 03-08:
-0,6%
Mid-lifers have
established
preferences, are less
experimental and
generally more
attached to
traditional male
attitudes regarding
grooming. However
they are alsoconcerned with the
effects of ageing on
their appearance
and therefore open
to trying new
products and
practices provided
these are discreet.
CAGR Growth 03-08:
1,8%
Men aged over 50
are the most difficult
group to target as
they are the most
resistant to using
new products and to
adopting new
practices. They are
also smart
shoppers who are
not easily influenced
by advertising and
the media. However
they are the fastest
growing group both
in terms of their
numbers and the
number of personal
care consumption
occasions. They aremost likely to try
products that are
developed for their
needs, and wish to
keep looking good
for their age.
CAGR Growth 03-08:
2,5%
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MARKET COMPETITION CONSUMER BRAND
IIThe trends.
Right now the trends in the market is directed towards Life success
Creativity
Aura, Touch, Talent
Pathfinders, Social Leaders, Entrepreneurs
Leadership, Self-confidence
Independence, My own Success, Making it happen for oneself
Manly Man
Elegant, Sexy
Ecology, Traceability, Health
Work success only
Hard work, Power play
Physical Strength
Linear Path, Inherited Success, One-track minds
Charisma, Self-Consciousness
Feminine appearance or attitude
Light-headedness
Self-preservation, Status Quo, Daily Routine
Compared with an
increasing usage of
mens haircare in Europe
of CAGR 1,7% and the
overall market with
CAGR1,3%, the
consumers seems more
primed on trying out
mens only cosmetics
and saloons.
34
513
158
48
Number of mens personal care occasions;
Europe 2003-08(Billions)
Skincare
PersonalHygiene
Haircare
Fragrances
34
481
145
46
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MARKET COMPETITION CONSUMER BRAND
III- Who goes where and where
Maybe we should add a fake field study here
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MARKET COMPETITION CONSUMER BRAND
Barbersho
p
Tradition and
culture Straightforward service
100% Male
Consumerloyalty
UnisexSal
on
Constant customerflow
Cross sales(womanbring theirpartners)
More fashionable/trendy than barbershops
Expanding onexistingpremises(economyof scope)
MensSalon
New concept tocreate market
Tailored complete(beyond hair) serviceand product line formen
Beauty Communityfor men
Prime locations
... and more
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MARKET COMPETITION CONSUMER BRAND
Barber Shop Tradition
and cultureStraightforward service
100% Male
Consumer loyalty
Unisex salonConstant customer flow
Cross sales(woman bring theirpartners)
More fashionable/ trendy thanbarber shops
Expanding on existingpremises(economy of scope)
Mens only
New concept -> Marketcreation
Tailoredcomplete(beyond hair)
service and product linefor men
Beauty Community formen
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MARKET COMPETITION CONSUMER BRAND
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MARKET COMPETITION CONSUMER BRAND
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MARKET COMPETITION CONSUMER BRAND
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MARKET COMPETITION CONSUMER BRAND
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MARKET COMPETITION CONSUMER BRAND
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