Rohan Jagtap 167 Sweta Mantri 177

8/14/2019 Rohan Jagtap 167 Sweta Mantri 177

http://slidepdf.com/reader/full/rohan-jagtap-167-sweta-mantri-177 1/16

Rohan Jagtap 167

Sweta Mantri 177



Indian skincare market ~ Rs 2,100 crore Skincare moisturiser market ~ Rs 1,600 crore Premium Skincare Market ~ 450 crore Skincare market has been steadily growing at 16 per

cent as of last year Anti-Ageing Market ~ 60 crore Male grooming market in India worth – 695 crores

(source – A C Neilson survey 07) Growing at a rate of 11 percent. In Metros alone, it is

growing at 12 percent



Anti-ageing solutions are nascent but gaining ground Fastest growing segment in the skincare market

(approximately 3 per cent of the overall skin category, ithas doubled in the last three years)

Development of the skincare category in India Growing consumer awareness



Emami group – Fair and Handsome cream HUL group – Fair and lovely mens active cream Nivea for men – whitening moisturiser, multi white –

whitening foam Garnier - Garnier Men’s powerlight face wash and

moisturiser The importance of the male grooming market in India is

clear, with the market worth Rs.695 crores (YTD Jan'07)and growing at a rate of 11 percent. In Metros alone, it isgrowing at 12 percent .The categories witnessing

significant growth include Creams, Gels and Deodorants.As if on cue, the markets have witnessed the launch of several beauty products targeting men-only in recentyears. Strategy



TV Commercials Print Ads Online marketing to some extent. (Emami)



To introduce an anti ageing cream for men and furtherintroduce an anti ageing segment for men after thesuccess of the fairness cream segment

There is no anti ageing cream product in India

We have a growing population of well aware and wellearning men who are increasingly investing into lookinggood

We would like to introduce this product as an brandextension to one of the already established brand in the

market the Nivea for men range of skincare products formen



In May 2007, Beiersdorf AG, the German company which ownsNivea, a major global skin and body care brand, launched anew line of products under the 'Nivea for Men' name in India.

The Nivea for Men line included two new fairness products - aWhitening Moisturizer and Multi-White Whitening Facial Foam.(In addition to the whitening products, the Nivea for Men line

also included Deodorant Aqua Cool, Multi Protecting FacialFoam, Moisturizing Shaving Foam, and Shaving Gel.)

In May 2007, Beiersdorf AG, the German company which ownsNivea, a major global skin and body care brand, launched anew line of products under the 'Nivea for Men' name in India.



The Nivea for Men line included two new fairness products -a Whitening Moisturizer and Multi-White Whitening FacialFoam. (In addition to the whitening products, the Nivea forMen line also included Deodorant Aqua Cool, MultiProtecting Facial Foam, Moisturizing Shaving Foam, and

Shaving Gel.) The launch of the Nivea for Men line in India marked the

company's entry into the male grooming segment in thecountry. In India, Nivea had been primarily known for itsmoisturizing creams.

The launch of the new line was supported by extensivepromotional activity, including television and printadvertising, as well as a large number of point-of-saleactivities.



This brand extension of Nivea for men’s range of products with an introduction of an anti ageing cream formen will allow nivea to be perceived about as a seriousbrand which actually is looking out for men's total skincare

It would also help them gain the first movers advantageof creating the segment in India and will create a nichefor itself in the men skin care range



The convention in the market: Men still hardly look afterthemselves as much women do

And Ageing and ageing skin only concerns women

DISRUPTIVE IDEA - Ageing worries everyone and scaresevery irrespective of men or women

Men too like age gracefully and still look good no matter theage

Vision –Provide a solution to help men take a preventivemeasure to help them take good skincare to help them lookgood in their older years as well by trying to delaying ageing

of skin and being preventive to handle the consequences of ageing skin or the damage done with ageing on skin



The marketers in this product segment think that when itcomes to skincare men are only worried about fairness

As most of the brands and have products for skinwhitening and have positioned them as fairness creamsand whitening creams and products

The larger view about what all skincare entails is lackedby the marketers

They have restricted their product offerings to onlyfairness and skin whitening products and we would like

to challenge this code by the point of view that skin caremeans looking after your skin and taking care of it andespecially before it shows ageing signs



The target audience for the anti ageing product: Men between the age of 35 to 45

Psychographics and demographics The product will be targeted mostly towards the urban

working male in the SEC class of A+ , A and the middleclass

Messaging Messaging would involve – the importance of skin care

for graceful ageing and how it a very important factor for

good personal care irrespective of being a male or afemale And one has the right to look good no matter what age



Developing a social networking site exclusively for Mento discuss their lifestyle questions skincare andhealthcare questions

This should be a success as there are hardly anyplatforms where men can discuss certain issues like skincare that freely

This site will be under the name of Nivea brand for men It will be called the Men’s Squad.



The objective is to start a campaign for graceful ageing formen on the site and in print and tv medium where in wecould provide them expert advice on ageing and its effectand how to get prepared for it, starting with good skin care

For this expert advice we would rope in experts from

various fields such as Dermatologists, Dietician, Yogaexperts, Ayurveda experts, Fashion experts, Exerciseexperts, Psychologists for proper and over all guidance tohelp them prepare for the fact of ageing and embrace it

To promote this campaign we will have Saif Ali Khan as our

Brand Ambassador



It could also be a paid service online – to make it aprofitable venture where in you get expert advice at acertain cost without having to take out the time and visiteach of them personally sort of a one stop solution

The above actually will help spread awareness about thecause of graceful ageing and thus support the brandsproduct as well

Similar branding could be done in embedded advertisingin films with popular actors for films of popular banners



A section will exist where men can upload their pictureslike Before and After using the cream. Experts willcomment on the same and recommend further on thebasis of the change.

Another section will have a basic questionnaire aboutMen’s needs to use cosmetics and other healthcareproducts to be filled in by those who log in in order tounderstand their psyche.

Strategic PR should help us launch the brand – the right

media coverage – helping spread knowledge about theproduct and its usage to men in popular men’s magazinesand popular national English dailies

Documents

Rohan Jagtap 167 Sweta Mantri 177