Company

Garnier India

Product category
Mens grooming products

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

Purpose & Objectives

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

Justification and Significance of the project

Mens 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. Mens grooming market in India Statistics

Euromonitor International, in its survey on Mens Grooming in India, reveals that the market for mens grooming products in India grew by 19 per cent in 2010. In 2005, the mens 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.

Men's Grooming Market Size

4.5 4 INR LAKH CRORES 3.5 3 2.5 2 1.5 1 0.5 0 2005 2010 YEAR 2015

2. Increasing share of toiletries

The mens 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 mens 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 mens toiletries market will overtake shaving products and claim nearly 54% of the grooming category. In 2005, the market of mens 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%.

Men's Grooming market

Shaving 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 2005 2010 2015 Toileteries

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

Rs crore

Outline of the project

Definition of problem and Research objective

Data Collection

Methodology-Primary Research

Approach Customer Surveys

Instrument Online Questionnaires

Data Analysis

Collate findings & Make decisions

Suggestions & Recommendations

SWOT MATRIX
References http://www.spireresearch.com/spire-journal/yr2012/q4/mens-grooming-industry-time-for-emerging-markets-tosteal-the-show/ The Marketing

STRENGTHS
1. Strong brand name and global presence 2. Widest product range 3. Bollywood actor roped in

WEAKNESSES
1. Relatively high price range 2. Garnier mostly known as a Women's products brand 3. Limited target age group - 18 to 40

4. Strong financial position

5. Strong R&D and infrastructure 6. Established distribution channels due to women's products

4. Target segment limited to urban population

5. Low market penetration

OPPORTUNITIES
1. Emerging market in India, high projected growth in near future 2. Untapped potential in Tier 2 and Tier 3 markets 3. Scope for innovation 4. Tie ups with men's salons which also is an emerging trend in India

THREATS
1. 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 retail 4. Growing awareness for natural/herbal skin care products

Whitebook 2013-2014

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