Company

Garnier India

Product category

Men’s grooming products

Topic

A study of consumer awareness of Garnier Men and its products in India.

Purpose & Objectives

To understand Acceptance level of men’s grooming products in the Urban Male population of India To estimate and analyze the present consumer awareness of Garnier Men’s products To suggest further promotional strategy in lieu of the current findings.

Justification and Significance of the project

Men’s grooming is a segment to reckon with. Research Director of SPA Future Thinking, Will Ullstein, commented that “Men want to shop and take pride in their appearance. Manufacturers and retailers should meet that need”. India still has huge untapped potential in this space and there is a rising metrosexual phenomenon

Metrosexual men are characterized by their consumption on personal wellness and appearance. They are typically young men who regularly obtain pedicures and facials, practice aromatherapy and spend freely on clothes. They might visit the gym, relax at a spa, visit an image consultant and shop for branded clothes.

The male grooming space in global emerging markets has grown on the back of rising urbanization, disposable incomes and the tendency towards “individualism” versus more traditional family-centric lifestyles

1. Men’s grooming market in India – StatisticsEuromonitor International, in its survey on ‘Men’s Grooming in India”, reveals that the market for men’s grooming products in India grew by 19 per cent in 2010. In 2005, the men’s grooming market in India was more than Rs. 1.24 lakh crore, but in the next five years, the market has doubled its size to more than Rs. 2.5 lakh crore. Euromonitor International has forecasts that the market will increase to more than Rs. 4.25 lakh crore by 2015.

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Men's Grooming Market Size

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2. Increasing share of toiletries

The men’s grooming category has primarily two kinds of products – shaving and toiletries. Shaving products still dominate the market with a 63% share. Toiletries – which include products such as men’s bath and shower, deodorants, hair care and skin care – contributes 36% of the market but is growing by leaps and bounds. In fact, it is expected that by 2015, the men’s toiletries market will overtake shaving products and claim nearly 54% of the grooming category. In 2005, the market of men’s toiletries was Rs 16,235 crore, which increased over five times to Rs. 92,171 crore. By 2015, the market is expected to grow further to Rs. 2.3 lakh crore – a growth of 152%.

3. However, low brand awareness, brand loyalty and brand recall is still a challenge in the Indian market.

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Men's Grooming marketShaving Toileteries

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Outline of the project

Suggestions & Recommendations

Collate findings & Make decisions

Data Analysis

Instrument – Online Questionnaires

Approach – Customer Surveys

Methodology-Primary Research

Data Collection

Definition of problem and Research objective

STRENGTHS1. Strong brand name and global presence2. Widest product range 3. Bollywood actor roped in 4. Strong financial position 5. Strong R&D and infrastructure6. Established distribution channels due to women's products

WEAKNESSES1. Relatively high price range2. Garnier mostly known as a Women's products brand 3. Limited target age group - 18 to 404. Target segment limited to urban population5. Low market penetration

OPPORTUNITIES1. Emerging market in India, high projected growth in near future2. Untapped potential in Tier 2 and Tier 3 markets3. Scope for innovation4. Tie ups with men's salons which also is an emerging trend in India

THREATS1. Men's reluctance to use grooming products 2. Low market share - stiff competition from Emami, Nivea, Fiama di wills Himalaya, Vaseline etc.3. Influx of internation brands incase of FDI in retail4. Growing awareness for natural/herbal skin care products

SWOT MATRIX

References

http://www.spireresearch.com/spire-journal/yr2012/q4/mens-grooming-industry-time-for-emerging-markets-to-steal-the-show/

The Marketing Whitebook 2013-2014 – Businessworld