MARKET RESEARCH AND ADVERTISING ANALYSIS OF MENS GROOMING PRODUCTS IN INDIA

Salman Shaikh

DRAFTFCB

MARKET RESEARCH AND ADVERTISING ANALYSIS OF MENS GROOMING PRODUCTS IN INDIA

PURPOSE
The basic function served by this report was provide the client with in-depth and conclusive information about the different products available in the Market and give a holistic overview of the Mens Grooming Market

A REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF THE MBA PROGRAM AT

N.L. DALMIA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

Declaration
I hereby solemnly declare that the project entitled MARKET RESEARCH AND ADVERTISING ANALYSIS OF MENS GROOMING PRODUCTS IN INDIA submitted by me is a genuine and bonafide work based on my own understanding. This project is done in partial fulfillment for the award of Master of Management Studies at N.L. Dalmia Institute of Management Studies and Research, Mumbai.

Mr. Salman Shaikh

(MMS 2010-12)

Acknowledgements
I am deeply grateful to Prof. P.L. Arya, Director, N L Dalmia Institute of Management Studies and Research, for his support.

I would like to express my gratitude towards my Mentor, Mr. Sagar Shah, Project Manager, at Interface Communications (DRAFTFCB), for helping me with his valuable inputs and insight throughout my tenure.

Lastly, I would like to thank Mr. Jimit Mehta for giving me the opportunity to be a part of the Advertising Industry.

Table of Contents
Sr. No. 1 2 3 4 5 6 7 Contents Mens Grooming In India Questionnaire Field Visit Details Findings Product Placement Pricing Advertising Analysis Page No. 5 14 16 25 34 40 51

MEN'S GROOMING IN INDIA

Headlines

Mens grooming grew by 14% in 2009 to reach Rs 20.2 billion Slew of new launches invigorated growth Mens skin care saw the fastest growth of 33% to reach Rs 1.2 billion in 2009 Average unit prices rose as consumers traded up Gillette India Ltd continued to lead with a 31% value share in 2009 Mens grooming is forecast to see a constant value CAGR of 9%

Trends

With young urban men showing an increasing appetite for personal care products, manufacturers ramped up their mens grooming portfolios. Multinationals introduced products from their international mens grooming brand portfolios such as Garnier Men, Vichy Homme and Nivea for Men in the major urban cities. Domestic players, such as Cadila Healthcare Ltd, which launched a range of facial cleansers called EverYuth Menz, were also very active in launching new mens grooming brands. While the bulk of the new product activity in 2009 was in skin care and deodorants, hair care also witnessed new product launches such as Just for Men hair colourant and Brylcreem Hybridz hair gel. The increased availability of products in retail outlets and high-decibel marketing by sports and Bollywood celebrities boosted growth in mens grooming in 2009. 2009 value growth at 14% was higher than the review period CAGR of 12%. Mens toiletries benefited from rising purchasing power and image consciousness among young men towards the end of the review period. Growth in mens shaving, which accounted for over 70% of mens grooming sales, also peaked in 2009 due to heavy discounting across masstige products by Gillette India Ltd, which reduced the price gap between old-fashioned economy products such as flat double-edged blades and modern products such as disposables and systems, prompting consumers to trade up. Mens skin care saw the fastest growth due to the launch of a large number of new brands with high-decibel TV and outdoor marketing in 2009. Endorsements by leading sports and Bollywood celebrities increased the acceptability of the use of beauty products such as cleansers and fairness creams among men towards the end of the review period.

Moreover, the expansion of upmarket health and beauty specialists and supermarkets, where mens grooming products were given substantial shelf space, allowed young men to browse and get acquainted with products and make impulse purchases. Average unit prices continued to rise as discounts and new product launches prompted consumer trials of more expensive brands and products. With the market still being in its emerging phase, manufacturers avoided price hikes and used sharp price cuts and bundled discounts to entice consumers to trade up from old-fashioned economy products and try products such as fairness creams and facial cleansers, which most men had not used before. Mens post-shave and bath and shower products had negligible sales in 2009 as most men continued to use aftershave fragrances and generic bar soaps instead. Razors and blades, deodorants and styling agents continued to be the products with the highest penetration among male consumers in 2009. These categories derived negligible sales from unisex/womens products as women preferred to use hair removers/bleaches for depilation, fragrances or talcum powder for body odour and hair oil for hair styling and nourishment.

Premium brands such as Vichy Homme and Oriflame Men have very low penetration in India due to the novelty of the mens grooming category in India. With most consumers being at the stage of merely experimenting with the products, there is very little demand for premium products with advanced technology or premium ingredients. Mens skin care in India focussed closely on whitening over the review period. In 2009, L'Oral India Pvt Ltd and Paras Pharmaceuticals Ltd added whitening skin care products for men, emulating the success of Emami Ltd in this area. Mens razors/blades was dominated by sales of flat, double-edged blades, which accounted for 50% of the sales in 2009. These blades are purchased by consumers for home use as well as by barbers for use in their salons. Towards the end of the review period, players such as Gillette India Ltd increasingly sought to shift consumers from these old-fashioned blades to modern formats such as disposable razors and systems by heavily discounting the latter. As a result, systems sharply expanded their share of value sales from 19% in 2005 to 26% in 2009. With the launch of a low-priced Gillette Mach3 razor prized at Rs125 in November 2009, even more consumers are expected to trade up to systems from disposables and doubleedged blades over the forecast period.

Competitive Landscape

Gillette India continued to lead sales in mens grooming products in 2009, with a 31% overall value share. The companys leadership position is chiefly due to its strength in mens shaving products, where it controls 43% of value sales. Being the global leader in mens pre-shave and razors and blades, the company benefits from an international brand name and a reputation for innovation. The company has benefited from aggressive pricing strategies and has been highly successful in achieving high penetration levels in the major cities through its innovative advertising campaigns and celebrity endorsements. Despite seeing an 11% increase in value sales in 2009 over the previous year, Gillette India Ltd saw its share of mens grooming products drop by nearly one percentage point. Skin care and deodorants players such as Emami Ltd and Hindustan Unilever Ltd gained sales share in 2009 due to the significantly higher growth rates in these categories compared to mens shaving. Mens grooming is dominated by multinationals such as Gillette India Ltd and Hindustan Unilever Ltd due to their strong presence in shaving and deodorants with a large number of product and brand variants. Multinationals also have a large brand and product presence in high-growth categories such as skin care and hair care. However, domestic players such as Malhotra Shaving Products Ltd and Emami Ltd continued to provide strong competition to multinationals in mens grooming over the review period. While there was a slew of new mens grooming launches in 2009, launches in mens whitening skin care such as Nivea for Men Whitening and Garnier Men PowerLight had the greatest impact as they resulted in widespread trials by young men and significantly expanded the market for mens skin care. The advertising campaign that had the greatest impact was Gillette India Ltds India Votes: To shave or not campaign, which was associated with Gillette Mach3 and was launched in late 2008. In early 2009 the campaign triggered a nationwide debate about the preferences of men and women with regard to facial hair and highlighted that most India women and prospective employers preferred the clean-shaven look. With most men in India relying on old-fashioned and economy products such as flat doubleedged blades for shaving and mens toiletries being relatively new entrants in the market, mens grooming is dominated by mass brands such as Super-Max, Gillette Vector Plus and Axe. Sophisticated razors and blades such as Gillette Mach3 Turbo are considered as masstige brands due to their high price. Premium brands include direct selling brands such as Oriflame Men and Amway Dynamite After Shave Splash and imported brands such as Vichy Homme Skin Care and M.A.C. Shave Cream. The latter are clearly differentiated from mass brands based on price and distribution channels.

Prospects

The use of womens products such as hair colour, bar soaps and fairness creams for hair and skin care had been common among Indian men over the review period. As such, the launch of a wide range of mens grooming products in 2009 is expected to be very well received over the forecast period as these products clearly resolve a latent need among Indian men. With fair skin being highly prized in Indian society and mens skin being constantly exposed to sun and pollution, the demand for whitening products is expected to remain strong over the forecast period. Average growth rates for mens grooming are expected to slow year-on-year in the forecast period as the consumption base expands. Nonetheless, a robust constant value CAGR of 9% is forecast due to the expected expansion of emerging categories in mens toiletries. With both basic categories such as razors and blades systems and discretionary categories such as skin care expected to expand robustly over the forecast period from a small base, growth in mens grooming is not expected to be seriously threatened. With a forecast constant value CAGR of 24%, mens skin care is expected to be the fastest-growing category. The category will benefit from high levels of awareness about whitening products in India due to the widespread use of brands such as Fair & Lovely by the wives and sisters of young Indian men. Average unit prices are expected to increase as consumers trade up to more sophisticated razors and blades and more expensive formats of pre-shave such as gels and foams instead of creams. 2009 whitening skin care launches are expected to see a favourable response in the short term as consumers are expected to try the products to compare their effects before incorporating them into their regular grooming routines. Me-too launches such as the launch of Vaseline Men anti-spots whitening range by Hindustan Unilever Ltd in early 2010 are also expected to remain common in the early years of the forecast period. Domestic players such as Cadila Healthcare Ltd in skin care and Vidyut Metallics Ltd in razors and blades are expected to rely on aggressive pricing and distribution strategy, especially in smaller cities and towns, in order to leverage the momentum built by the multinational players in creating awareness about products such as mens skin care and sophisticated razors. On the other hand, the leading multinationals are expected to leverage on high-decibel mass-media marketing and a strong presence in upmarket outlets in the major cities to drive the sales of their products.

Category Data Table 1

Sales of Men's Grooming Products by Subsector: Value 2004-2009

(Rs million)

2004

2005 10,805.4 1,755.4 9,050.1 1,623.5 1,030.0 493.0 100.5 12,428.9

2006 11,416.0 1,906.9 9,509.0 2,466.7 1,311.8 717.4 437.5 13,882.7

2007 12,375.8 2,100.5 10,275.3 3,266.2 1,657.5 958.6 650.2 15,642.0

2008 13,285.4 2,294.4 10,991.0 4,465.5 2,362.6 1,215.5 887.5 17,750.9

2009 14,495.0 2,517.8 11,977.2 5,752.6 3,077.8 1,493.6 1,181.2 20,247.6

Men's Shaving 10,274.1 - Men's Post-Shave - Men's Pre-Shave 1,621.2 - Men's Razors and Blades 8,652.9 Men's Toiletries 1,166.7 - Men's Bath and Shower - Men's Deodorants 841.9 - Men's Hair Care 324.9 - Men's Skin Care Men's Grooming 11,440.8
Source:

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 2
Sales of Men's Grooming Products by Subsector: % Value Growth 2004-2009
(% current value growth) Men's Shaving - Men's Post-Shave - Men's Pre-Shave - Men's Razors and Blades Men's Toiletries - Men's Bath and Shower - Men's Deodorants - Men's Hair Care - Men's Skin Care Men's Grooming
Source:

2008/09 9.1 9.7 9.0 28.8 30.3 22.9 33.1 14.1

2004-09 CAGR 7.1 9.2 6.7 37.6 29.6 35.7 12.1

2004/09 TOTAL 41.1 55.3 38.4 393.0 265.6 359.8 77.0

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 4

Men's Grooming Products Company Shares 2005-2009

(% retail value)

Company
Gillette India Ltd Malhotra Shaving Products Ltd Vidyut Metallics Ltd Hindustan Unilever Ltd Emami Ltd Godrej Sara Lee Ltd Paras Pharmaceuticals Ltd VI John Group Menezes Cosmetics Pvt Ltd Marico Ltd Nivea India Pvt Ltd Godrej Consumer Products Ltd Colgate-Palmolive India Ltd Helene Curtis India Ltd, J K Henkel India Ltd Hindustan Lever Network Amway India Enterprises Oriflame India Pvt Ltd Modicare Ltd Avon Beauty Products India Pvt Ltd Bic SA, St Hindustan Lever Ltd Sara Lee Household & Body Care India Pvt Ltd Procter & Gamble Home Products Ltd JL Morrison India Ltd Henkel SPIC India Ltd Others

2005 35.3 12.9 11.9 0.7 0.4 2.0 1.0 0.4 0.8 1.1 2.7 0.5 0.7 0.4 0.1 0.2 0.2 0.1 0.1 4.1 2.0 22.5 100.0

2006 34.2 11.8 10.8 2.5 0.6 1.9 1.1 1.4 0.8 1.2 1.9 0.5 0.7 0.4 0.2 0.3 0.2 0.1 0.1 4.7 2.2 22.5 100.0

2007 33.2 10.8 10.0 5.4 2.9 2.4 1.4 1.9 1.2 1.4 0.8 1.2 1.5 0.6 0.6 0.4 0.3 0.3 0.2 0.1 0.1 23.4 100.0

2008 31.7 10.0 9.4 7.0 3.2 2.7 1.9 1.9 1.3 1.4 1.1 1.2 1.2 0.8 0.6 0.4 0.3 0.4 0.1 0.1 0.1 23.2 100.0

2009 30.8 9.2 8.9 7.4 3.7 2.8 2.1 1.7 1.4 1.4 1.2 1.2 1.1 0.9 0.9 0.4 0.3 0.3 0.1 0.1 0.1 23.9 100.0

Total
Source:

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

10

Table 5
Brand

Men's Grooming Products Brand Shares by GBN 2006-2009

Company 2006
10.8 7.9 7.3 5.1 5.4 2.5 4.5 2.3 0.6 1.9 1.1 1.4 1.2 1.6 0.6 0.5 0.7 0.8 0.4 0.2 0.2 0.2 0.2 0.1 4.3 2.2 0.5 35.5

2007
10.0 7.9 4.4 6.7 4.8 5.1 2.9 4.1 2.4 2.3 1.4 1.9 1.2 1.4 1.0 1.2 1.3 0.7 0.6 0.6 0.8 0.4 0.3 0.2 0.3 0.2 0.1 36.0 100.0

2008
9.4 7.9 5.9 6.2 4.6 4.8 3.2 3.8 2.7 2.3 1.9 1.9 1.3 1.4 1.2 1.2 1.2 0.9 0.8 0.6 0.7 0.4 0.3 0.2 0.3 0.1 0.1 34.7 100.0

2009
8.9 7.7 6.1 5.6 5.0 4.6 3.7 3.5 2.8 2.2 2.1 1.7 1.4 1.4 1.3 1.2 1.1 0.9 0.9 0.9 0.7 0.4 0.3 0.3 0.3 0.1 0.1 34.6 100.0

Super-Max Gillette Vector Plus Axe Topaz Gillette Mach3 Wilkinson Sword Emami Laser Brylcreem Gillette Series Set Wet VI John Old Spice Parachute Fair & Lovely Godrej Palmolive for Men Nivea for Men Park Avenue Fa Men Gillette Foamy DIY Dynamite Nivea Deodorant for Oriflame Velocity Bic Axe Brylcreem Fair & Lovely Fa Men Clinic Active Nivea Deodorant Nivea for Men Old Spice Others

Vidyut Metallics Ltd Gillette India Ltd Hindustan Unilever Ltd Malhotra Shaving Gillette India Ltd Gillette India Ltd Emami Ltd Malhotra Shaving Godrej Sara Lee Ltd Gillette India Ltd Paras Pharmaceuticals Ltd VI John Group Menezes Cosmetics Pvt Ltd Marico Ltd Hindustan Unilever Ltd Godrej Consumer Colgate-Palmolive India Nivea India Pvt Ltd JK Helene Curtis India Henkel India Ltd Gillette India Ltd Hindustan Lever Network Amway India Enterprises Nivea India Pvt Ltd Oriflame India Pvt Ltd Modicare Ltd Bic SA, St Hindustan Lever Ltd Sara Lee Household Hindustan Lever Ltd Henkel SPIC India Ltd Hindustan Lever Ltd JL Morrison India Ltd JL Morrison India Ltd Procter & Gamble Home

Total
Source:

100.0

Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

11

Table 5 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2009

(% retail value)

2005
Disposables Systems Systems - Razors Systems - Refill Blades Other Razors and Blades 23.0 19.0 10.0 9.0 58.0 100.0

2006
23.5 22.0 11.0 11.0 54.5 100.0

2007
23.7 23.5 11.5 12.0 52.8 100.0

2008
24.0 24.0 11.0 13.0 52.0 100.0

2009
24.5 25.5 11.5 14.0 50.0 100.0

Total
Source:

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 6

Men's Razors and Blades Brand Shares by GBN 2006-2009

(% retail value)

Brand
Super-Max Gillette Vector Plus Topaz Gillette Mach3 Wilkinson Sword Laser Bic Others

Company
Vidyut Metallics Ltd Gillette India Ltd Malhotra Shaving Products Ltd Gillette India Ltd Gillette India Ltd Malhotra Shaving Products Ltd Bic SA, St

2006
15.8 11.5 10.6 7.5 7.8 6.6 0.2 40.0 100.0

2007
15.2 12.0 10.2 7.3 7.8 6.2 0.2 41.3 100.0

2008
15.2 12.8 10.0 7.5 7.8 6.2 0.2 40.5 100.0

2009
15.0 13.0 9.5 8.5 7.8 6.0 0.2 40.1 100.0

Total
Source:

Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

12

Table 7 Forecast Sales of Men's Grooming Products by Subsector: Value 2009-2014

(Rs million)

2009
Men's Shaving 14,495.0 - Men's Post-Shave - Men's Pre-Shave 2,517.8 - Men's Razors and Blades 11,977.2 Men's Toiletries 5,752.6 - Men's Bath and Shower - Men's Deodorants 3,077.8 - Men's Hair Care 1,493.6 - Men's Skin Care 1,181.2 Men's Grooming 20,247.6
Source:

2010
15,311.9 2,678.3 12,633.6 6,931.2 3,671.3 1,757.3 1,502.6 22,243.1

2011
16,104.0 2,840.2 13,263.8 8,255.8 4,306.4 2,059.2 1,890.2 24,359.7

2012
16,857.9 2,997.8 13,860.0 9,742.8 5,008.9 2,392.7 2,341.1 26,600.7

2013
17,564.4 3,149.4 14,414.9 11,387.8 5,776.6 2,756.9 2,854.3 28,952.2

2014
18,214.3 3,293.2 14,921.1 13,179.3 6,605.1 3,149.4 3,424.8 31,393.5

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 8 Forecast Sales of Men's Grooming Products Subsector: % Value Growth 2009-2014
(% constant value growth)

2009-14 CAGR
Men's Shaving - Men's Post-Shave - Men's Pre-Shave - Men's Razors and Blades Men's Toiletries - Men's Bath and Shower - Men's Deodorants - Men's Hair Care - Men's Skin Care Men's Grooming
Source:

2009/14 TOTAL
25.7 30.8 24.6 129.1 114.6 110.9 189.9 55.0

4.7 5.5 4.5 18.0 16.5 16.1 23.7 9.2

Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

13

Questionnaire
1) How many Men pick up a grooming product intended for Women? 2) How many consumers spray the Deodorant before purchase? 3) How many consumers check to see if the seal of the Aerosol can/Roll-On canister is broken? 4) How many different brands/variants of Deodorants do they spray on before settling for a particular product? 5) How many prefer a Deodorant Spray over a Roll-On? 6) Is it a single purchase? 7) Are there any other sections that the consumer visits and in what order? 8) Is the buy predetermined or impulsive? 9) How many females pick up products intended for Men? 10) Are the men embarrassed while buying such products? 11) Is the purchase dictated by ongoing promotions? 12) Are On-promotion Brands stacked alongside Not-on-promotion Brands? 13) What is the lowest/highest price point in each of the categories?

14

Questionnaire
14) How many check/compare prices of two or more brands before settling for one? 15) How many read the label on the back? 16) How many check the packaging for damage/appeal? 17) How are the products stacked? 18) Which product/Brand has its own Stand-Alone display unit? 19) Are the Mens grooming products stacked alongside Womens grooming products? 20) In what area of the stack do the consumers normally start their search? 21) What SKU is generally preferred in each category?

The basic purpose of the questionnaire was to provide a detailed framework with which to go by for the Field Visit.

15

Field Visit Details

In all a total of 9 Malls spread across Mumbai were visited. Of these the recordings of 7 were analyzed.

Food Bazaar, Chembur Hyper City, Vashi Food Bazaar, Vashi Bg Bazaar, Lower Parel Star Bazaar, Dahisar D-MART, Malad Food Bazaar, Andheri

16

Observation Details

17

1) Food Bazaar (Infinity Mall- Andheri West)

Details:
Total Number of customers observed: 19 Number of customers who made a purchase: 8 (6 Men & 2 Women) Time of Visit: 6:45 PM 8:00 PM 8 Customers bought Deodorants. No on bought Face care products 1 Customer bought Shaving Product

18

2) D-MART (Malad- West)

Details:
Total Number of customers observed: 30+ Number of customers who made a purchase: 7 Time of Visit: 6:00 PM 7:45 PM 4 Customers bought Deodorants. 2 Customers bought Face care products. 1 customer bought Shaving Products.

19

3) Star Bazaar (Dahisar)

Details:
Total Number of customers observed: 40+ Number of customers who made a purchase: 11 Time of Visit: 7:00 PM 8:15 PM 6 Customers bought Deodorants. 2 Customers bought Face care products. 3 customers bought Shaving Products.

20

4) Big Bazaar (Phoenix Mills, Lower Parel)

Details:
Total Number of customers observed: 20+ Number of customers who made a purchase: 7 Time of Visit: 8:00 PM 9:45 PM 4 Customers bought Deodorants. 1 Customer bought Face care products. 2 customers bought Shaving Products.

21

5) Food Bazaar (Vashi- West)

Details:
Total Number of customers observed: 13 Number of customers who made a purchase: 4 Time of Visit: 7:15 PM 8:30 PM 2 Customers bought Deodorants. No Customer bought Face care products. 2 customers bought Shaving Products.

22

6) Hyper-City (Vashi West)

Details:
Total Number of customers observed: 20+ Number of customers who made a purchase: 10 Time of Visit: 8:45 PM 9:45 PM 8 Customers bought Deodorants. No Customer bought Face care products. 3 Customers bought Shaving Products.

23

7) Food Bazaar (K-Star Mall, Chembur East)

Details:
Total Number of customers observed: 20+ Number of customers who made a purchase: 7 Time of Visit: 7:30 PM 8:30 PM 3 Customers bought Deodorants. 2 Customer bought Face care products. 2 Customers bought Shaving Products.

24

Findings

25

Stock Availability

26

Deodorants
Highest Stocked Item
Brand
Nivea

Variant
Fresh Active Dry Impact

SKU/ Price
150 mL/ Rs. 164 150 mL/ Rs. 164 150mL/Rs. 160 150mL/ Rs. 199 150mL/ Rs. 199 150mL/ Rs. 150 200mL/ Rs. 140 150mL/ Rs. 150

Stocked In Mall
7 7 6 3 3 6 5 4

Axe Playboy

Twist Hollywood Malibu

Garnier Gatsby Set Wet

Mineral Invisible Musk Macho

27

Face Care
Highest Stocked Item
Brand Nivea Fair and Handsome Vaseline For Men Fair and Lovely Garnier Men SPF-15 Anti Tan Face Cream Max Fairness Powerlight Moisturiser 30 Gm/ Rs. 80 6 Variant SKU/ Price Number of Malls Stocks 7

Advanced Whitening Oil Control Moisturiser Fairness Cream

40mL/ Rs. 259

60 Gm/ Rs. 79

50 Gm/ Rs. 78 20 Gm/ Rs. 75

4 6

Lowest Stocked Item

Brand
Nivea Fair and Handsome Vaseline Fair and Lovely Garnier Men Oil Free Look Max Fairness Powerlight Control 50 Gm/ Rs. 120 25 Gm/ Rs. 42 20 Gm/ Rs. 75 0 3 0

Variant

SKU/ Price

Number of Malls Stocks

2

Whitening Cell Repair Moisturiser Fairness Cream

40 mL/ Rs. 239

30 Gm/ Rs. 42

28

Face Cleansing
Highest Stocked Item
Brand Nivea Garnier Men Vaseline Men Olay Multisolutions Gillette Variant Advanced Whitening Cell Repair Powerlight Fairness Face Wash Whitening Face Wash Normal Skin Foaming Cleanser Face Scrub SKU/ Price 100 Gm/ Rs. 209 100 Gm/ Rs. 135 50 Gm/ Rs. 75 100 Gm/ Rs.399 Number of Malls Stocks 7 5 4 3

100mL/ Rs. 199

Lowest Stocked Item

Brand
Nivea Garnier Men Vaseline Men Olay Multisolutions Gillette

Variant

SKU/ Price

Number of Malls Stocks

4

Advanced Whitening Oil Control Powerlight Fairness Face Wash Refreshing Oil Control Face Wash Oil Control Foaming Cleanser Aloe Vera Foaming Cleanser

50 Gm/ Rs. 114

50 Gm/ Rs. 80

100 Gm/ Rs. 125

100 Gm/ Rs. 399

100mL/ Rs. 299

29

After Shave
Highest Stocked Item
Brand
Nivea

Variant
After Shave Normal Skin Cool Wave Lotion

SKU/ Price
100mL/ Rs. 167

Number of Malls
1

100mL/ Rs. 260 50 mL/ Rs. 170

1 1 6 6 5 5 4 5 6 6

Fa Men

Speedster Cool Wave

100 mL/ Rs. 170 100 mL/ Rs. 170 100mL/ Rs. 299 100mL/ Rs. 299 100mL/ Rs. 210 50mL/ Rs. 170 100mL/ Rs. 160 100mL/ Rs. 160

Brut

Musk Passion

Denim Gillette Axe

Illusion Power Rush Pulse Denim

30

After Shave
Lowest Stocked Item
Brand Nivea Fa Men Brut Denim Variant SKU/ Price Number of Malls Stocks NA 1 1 1 1 1 2 2

NA Sport Oceans Heat Chill Temptation

NA 100mL/Rs. 170 100mL/Rs. 299 100mL/ Rs. 210 100mL/ Rs. 210 100mL/ Rs. 210 100mL/ Rs. 310 100mL/ Rs. 310

Gillette

Power Rush Arctic Ice

31

Shaving
Highest Stocked Item
Brand
Nivea Gillette

Variant

SKU/ Price

Number of Malls Stocks

2

Extra Moisture Shave Foam Gillette Series Sensitive Skin Gel (SPRAY CAN) Original Shaving Foam Refreshing Lemon Shave Cream Fresh Lime Shaving Cream Denim Shave Cream Fresh Shave Cream Cool Shaving Cream Macho Shaving Cream

200mL/ Rs. 179

195 Gm/ Rs. 249

Old Spice Palmolive Godrej Axe Dettol Set Wet

250Gm/ Rs. 195 70 Gm/ Rs. 50

6 6

70 Gm/ Rs. 50

70 Gm/ Rs. 57 70 Gm/ Rs. 45 70 Gm/ Rs. 50 70 Gm/ Rs. 50 200 Gm/ Rs. 150 200 Gm/ Rs. 160

5 6 3 3 3 6

Park Avenue Gatsby

Sliver Shaving Foam Moisturising Shaving Foam

32

Shaving
Lowest Stocked Item
Brand
Nivea Gillette

Variant
Shave Cream Gillette Sensitive Foam Gillette Lemon and Lime Foam

SKU/ Price
70Gm/ Rs.55 50 Gm/ Rs. 58 418 Gm/ Rs. 175 50 Gm/ Rs. 58

Number of Malls Stocks

0 0 0 0 0 1 1 1 1 2 2 0

Gillette Menthol Foam Old Spice Shave Gel Original Shave Cream Palmolive Godrej Axe Dettol Set Wet Moisturising Shave Cream Menthol Mist Shave Cream Denim Cool Shave Cream Lather Shaving Cream

50 Gm/ Rs. 58 50Gm/ Rs. 59 30 Gm/ Rs. 30 30 Gm/ Rs. 26 20 Gm/ Rs. 20 30 Gm/ Rs. 27 70 Gm/ Rs. 45 70 Gm/ Rs. 50

33

Product Placement

34

Deodorants
Left Hand Side NA Face Care Store Wall NA Hair Brushes Shaving Products Shaving Products Deodorant Perfumes FB-C Product Deodorant Deodorant Deodorant Deodorant Deodorant Deodorant Right Hand Side Shaving Products Female Deodorants Mens Face Care Perfumes Sun Block NA Mall FB-A DM-M SB-D BB-LP FB-V HC-V

NOTE: Deodorants are kept at extreme ends of the display section and are normally placed alongside Shaving Products. 35

Face Care
Left Hand Side Perfumes Oral Care Mens Deodorants Shampoos Deodorants Shaving Products Deodorants Face Care NA FB-C Face Care Face Care Face Care Shaving Products Shaving Products NA BB-LP FB-V HC-V Product Face Care Face Care Face Care Right Hand Side Female Deodorants Mens Deodorants Mens Deodorants Mall FB-A DM-M SB-D

NOTE: Face Care Products are flanked by Mens Deodorants and Shaving Products.

36

Face Cleansing
Left Hand Side Perfumes Oral Care Mens Deodorants Shampoos Deodorants Shaving Products Deodorants Face Wash NA FB-C Face Wash Face Wash Face Wash Shaving Products Shaving Products NA BB-LP FB-V HC-V Product Face Wash Face Wash Face Wash Right Hand Side Female Deodorants Mens Deodorants Shaving Products Mall FB-A DM-M SB-D

NOTE: Face Wash products are kept typically in the same rack as the Face Care products and are flanked by Shaving Products and Deodorants.

37

After Shave
Left Hand Side Shaving Prducts Oral Care Face Care Face Care Face Care Razor Blades Razor Blades Product After Shave After Shave After Shave After Shave After Shave After Shave After Shave Right Hand Side NA Deo Shaving Prod NA Razor Blades Deo NA Mall FB-A DM-M SB-D BB-LP FB-V HC-V FB-C

NOTE: After Shaves are kept in the Extreme ends of the display section with Face Care products kept alongside either of the sides.

38

Shaving
Left Hand Side Shaving Prducts Oral Care Face Care Face Care Face Care Razor Blades Razor Blades Product Shaving Shaving Shaving Shaving Shaving Shaving Shaving Right Hand Side NA Deo Shaving Blade NA Razor Blades Deodorants NA Mall FB-A DM-M SB-D BB-LP FB-V HC-V FB-C

NOTE: Shaving Products are kept at the extreme ends with Face Care products alongside. Shaving Products are typically kept in the same rack as After Shaves.

39

Pricing

40

Face Wash
Highest Prices
Brand Variant SKU/MRP Location

Nivea

Advanced White Clean Oil Control

100 Gm/Rs. 215

FB-A

Nivea

Advanced White Clean Oil Control

100 Gm/ Rs. 215

DM-M

Olay

Smooth Cream Foaming Cleanser Normal Skin Advanced Whitening Cell Repair

100 Gm/ Rs. 399

SB-D

Nivea

100 Gm/ Rs. 209

BB-LP

Olay

Foaming Oil Control Cleanser Oily

100 Gm/ Rs. 399

FB-V

Nivea

Advanced White Clean Oil Control

100 Gm/ Rs. 215

HC-V

Olay

Smooth Cream Foaming Cleanser Normal Skin

100 Gm/ Rs. 395

FB-C

41

Lowest Prices
Brand Everyuth Menz Everyuth Menz Vaseline Vaseline Vaseline Nivea Fair and Handsome Variant Pollution Defense face wash Whitening face wash Whitening Face Wash Whitening Face Wash Whitening Face Wash Advanced Whitening Cell Repair Advanced Whitening Refreshing Face Wash SKU/MRP 75 Gm/ Rs. 60 Location FB-A

75 Gm/ Rs. 70 50 Gm/ Rs. 75 50 Gm/Rs. 75 100 Gm/ Rs. 125 50 Gm/ Rs. 109

DM-M SB-D BB-LP FB-V HC-V

60 mL/ Rs. 74

FB-C

42

Face Care
Highest Price
Brand Nivea Nivea Olay Variant Advanced Whitening Oil Control Moisturiser Advanced Whitening Oil Control Moisturiser Revitalising Moisturiser Normal Skin Advanced Whitening Cell Repair Refreshing Energy Balance Moisturiser Whitening Repair and Protect Moisturiser Advanced Whitening Oil Control Moisturiser SKU/MRP 40 mL/ Rs. 259 Location FB-A

40mL/ Rs. 259

DM-M

50 Gm/ Rs. 699

SB-D

Nivea Olay Nivea Nivea

100 Gm/ Rs. 209

BB-LP

50 Gm/ Rs. 699

FB-V

40 mL/ Rs. 239

HC-V

40 mL/ Rs. 259

FB-C

43

Lowest Price

Brand Everyuth Menz Vaseline Men Fair and Lovely Vaseline Men Gillette Fair and Lovely Garnier Men

Variant Intensive Moisturiser Antispots Cream OilFree Look Max Fairness Whitening Face Wash Facial Moisturiser Aloe Vera Max Fairness Powerlight Moisturiser

SKU/MRP 75 Gm/ Rs. 65 30 Gm/ Rs. 75

Location FB-A DM-M

25 Gm/ Rs. 41 50 Gm/Rs. 75 15 mL/ Rs 69

SB-D BB-LP FB-V

25 Gm/ Rs. 40 20 Gm/ Rs. 75

HC-V FB-C

44

After Shave
Highest Prices
Brand Gillette Gillette Gillette Olay Brut Adidas Brut Variant Power Rush Arctic Ice Power Rush Post Shave Toner Musk Team Force After Shave Musk SKU/MRP 100 mL/ Rs. 310 100mL/ Rs. 310 100 mL/ Rs. 310 150 mL/ Rs. 699 100 mL/ Rs. 399 100 mL/ Rs. 550 100 mL/ Rs. 299 Location FB-A DM-M SB-D BB-LP FB-V HC-V FB-C

45

Lowest Prices

Brand Premium Old Spice Axe Axe Axe Axe Glide

Variant Eau Du Cologne Original Dark Temptation Twist Pulse Pulse After Shave

SKU/MRP 50 mL/ Rs. 50 50mL/ Rs. 90 50 mL/ Rs. 80 50 mL/ Rs. 95 50 mL/ Rs. 90 50 mL/ Rs. 95 50 mL/ Rs. 85

Location FB-A DM-M SB-D BB-LP FB-V HC-V FB-C

46

Shaving
Highest Prices
Brand Old Spice Gillette Variant Musk Shave foam Gillette Series Sensitive Gel (SPRAY CAN) Gillette Series Pure and Sensitive Shave Gel (SPRAY CAN) Gillette Series Pure and Sensitive Shave Gel (SPRAY CAN) Gillette Series Conditoning Shave Gel(SPRAY CAN) Gillette Series Ultra Comfort Shave Gel (SPRAY CAN) Gillette Series Pure and Sensitive Shave Gel (SPRAY CAN) SKU/MRP 250 Gm/ Rs. 195 196 Gm/ Rs. 249 Location FB-A DM-M

Gillette

196 Gm/ Rs.246

SB-D

Gillette

196 Gm/ Rs. 249

BB-LP

Gillette

196 Gm/ Rs. 249

FB-V

Gillette

200 mL/ Rs. 249

HC-V

Gillette

195 Gm/ Rs. 249

FB-C

47

Lowest Prices
Brand Palmolive Dettol Godrej Glide Gillette Axe Dettol Variant Moisturising Deluxe Shave Cream Fresh Shaving Cream Fresh Lime Shving Cream Woody Musk Shaving Cream Sensitive Skin Gel (Tube) Denim Shaving Cream Fresh Shaving Cream SKU/MRP 30Gm/ Rs. 26 Location FB-A

91 Gm/ Rs. 45 20 Gm/ Rs 20

DM-M SB-D

70 Gm/ Rs. 40

BB-LP

25 Gm/ Rs. 30

FB-V

30 Gm/ Rs. 27 91 Gm/ Rs. 45

HC-V FB-C

48

Deodorants
Highest Price
Brand Octane Park Avenue Brut Brut Lamborghini Lamborghini Lamborghini Variant 93 Good Morning Original Identity Mitico Mitico Mitico SKU/MRP 150mL/ Rs. 175 150mL/ Rs. 149 200 mL/ Rs. 179 200 mL/ Rs. 199 150 mL/ Rs. 225 150 mL/ Rs. 225 150 mL/ Rs. 225 Location FB-A DM-M SB-D BB-LP FB-V HC-V FB-C

49

Lowest Prices
Brand Set Wet Ricardo Cardin Zero Gravity John Miller DJ & C Meteora DJ & C Variant SKU/MRP Location

Sexy

150 mL/Rs. 99

FB-A

Blue

200mL/ Rs 59

DM-M

Meteora

150 mL/ Rs. 85

SB-D

Flirt

150 mL/ Rs. 109

BB-LP

Date

150 mL/ Rs. 109

FB-V

Meteora

150 mL/ Rs. 130

HC-V

Date

150 mL/ Rs. 109

FB-C

50

Advertising Analysis

Mens Deodorants

51

ZUSKA

Positioning: Freedom from Body-Odour Emotional Benefit: Regain Confidence Functional Benefit: No Body-Odour Brand USP: Forms a Shield between Sweat and Bacteria Characters: Fit, Active Model Setting: Dense Forest Area

52

ZATAK

Positioning: Charm the Opposite Sex Emotional Benefit: Feel Irresistible Functional Benefit: Improve Self-Image Brand USP: Racy Advertising Characters: Boy-Next-Door Setting: At the Dentist Office

53

Set Wet

Positioning: The Sexy Deodorant Emotional Benefit: Feel Sexy Functional Benefit: Regain Confidence Brand USP: Pervasive Marketing Characters: International Models Setting: By the Pool-Side

54

Garnier Men

Positioning: Meet Challenges Head-on Emotional Benefit: No Wet Patches Functional Benefit: No Sweat Brand USP: 48 Hour Protection from Sweat Characters: Bollywood Celebrity, John Abraham Setting: Mountainous Terrain

55

Fuel

Positioning: Take things to the next level Emotional Benefit: Make you feel attractive Functional Benefit: Helps chances with the opposite sex Brand USP: Long Lasting Fragrance Characters: International Models Setting: Deserted Outback

56

AXE

Positioning: Feel Like a STAR Emotional Benefit: Boosts confidence Functional Benefit: Helps fight body-odour Brand USP: Clever Advertising Characters: International Models Setting: Sub-Urban Area

57

Addiction

Positioning: Long Lasting Effect Emotional Benefit: Makes you feel wanted Functional Benefit: Offers Lasting Fragrance Brand USP: Lingering Fragrance Characters: Bollywood Celebrity, Neil Nitin Mukesh Setting: Urban Streets

58