skincare project

8/12/2019 Skincare Project

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MENSKINCAREPRODUCT

Section F

Group 2


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market is growing at an estimated "! percent compared to the women4s

fairness market which is growing at an annual rate of -0 percent." The

male fairness cream market grew from an estimated si7e of %&8 "#

million in "##1 to %&8 0 million in "## and then to %&8 !#-!" million in

"#.

)owever, in absolute terms, the men4s fairness market is still small.The women4s market is estimated at /# million %&8. )owever the growth

in men4s fairness segment has more than doubled compared to the female

segment.

The male face wash industry has also been showing positive signs in the

recent years. The market for face wash was at an estimated si7e of 00

million %&8 in "##1 which grew to "0 million %&8 in "## and 3nally to

/ million %&8 in "#.The market which was considered a greenhorn

category with a sub Rs ## cr si7e ! years ago has grown tenfold to Rs

### cr.!These categories hold promise to 9265 players who are waitingeagerly to upgrade consumers to premium segments.

The prominent players in the market are 'mami 9air and )andsome, :ivea

for 2en, 5arnier 2en ;owerlight, 9air and ??lifestyle.in.msn.com?fashion?beauty.asp*@cp-documentidA##pageA

http>??www.in-cosmeticsasia.com?;ress?:ormal--Industry-Crticles?Bright-;rospects-for-2ale-&kin-Whitening-6reams-in-India?

)%< Investor ;resentation :ovember "#.!http>??timeso3ndia.indiatimes.com?business?india-business?9ace-wash-market-grows-#-fold-to-Rs-###cr-in-!-years?articleshow?###""#.cms
http://lifestyle.in.msn.com/fashion/beauty.aspx?cp-documentid=3744040&page=3http://www.in-cosmeticsasia.com/Press/Normal--Industry-Articles1/Bright-Prospects-for-Male-Skin-Whitening-Creams-in-India/http://www.in-cosmeticsasia.com/Press/Normal--Industry-Articles1/Bright-Prospects-for-Male-Skin-Whitening-Creams-in-India/http://timesofindia.indiatimes.com/business/india-business/Face-wash-market-grows-10-fold-to-Rs-1000cr-in-5-years/articleshow/17000220.cmshttp://timesofindia.indiatimes.com/business/india-business/Face-wash-market-grows-10-fold-to-Rs-1000cr-in-5-years/articleshow/17000220.cmshttp://lifestyle.in.msn.com/fashion/beauty.aspx?cp-documentid=3744040&page=3http://www.in-cosmeticsasia.com/Press/Normal--Industry-Articles1/Bright-Prospects-for-Male-Skin-Whitening-Creams-in-India/http://www.in-cosmeticsasia.com/Press/Normal--Industry-Articles1/Bright-Prospects-for-Male-Skin-Whitening-Creams-in-India/http://timesofindia.indiatimes.com/business/india-business/Face-wash-market-grows-10-fold-to-Rs-1000cr-in-5-years/articleshow/17000220.cmshttp://timesofindia.indiatimes.com/business/india-business/Face-wash-market-grows-10-fold-to-Rs-1000cr-in-5-years/articleshow/17000220.cms


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'mami4s revenue. &hah Rukh Dhan was chosen by 'mami as their brand

endorser./:ow, as the segment evolves, there is a Eueue of Bollywood

actors including &hahidDapoor and Fohn Cbraham who are endorsing male

grooming products.

The face wash market in India is broadly categori7ed into herbal or natural

and cosmetic. &ome of the well-known herbal brands are )imalaya, The

Body &hop and ??www.beautypackaging.com?articles?"#?#/?alls-fair-in-indias-cosmetics-market&kin 6are in India, 'uromonitor International from trade associations, trade press,company research, trade interviews, trade sources
http://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-markethttp://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-market


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SEGMENTATION< TARGETINGANDPOSITIONINGWe analy7ed the &T; for 5arnier 2en and compared it to other players inthe industry.

5eneric =verview of segmentation and targeting G Cge, income anddemography is the most common variable used for segmentation. 2ost ofthe products are targeted to males in ! G ! age groups. %rban, semi-urban areas and towns are targeted because of high awareness andconsciousness about personal care in these places. &killed and whitecollar workers are primary target because of their high awareness, need

and disposable income they have.

Cit7 Si=e F*mi7 income

2etro 6ity HA "####

6lass-I cities HA !###

Towns and semi-urban area HA ####

&o, according to income, occupation and demography we can say thattargeted segment consists of C, C", B, B" socio-economic classi3cationcategories.

G*rnierG Targeted to customers who are willing to pay high for Eualityand premium products. It4s focused primarily toward urban areas and well-informed and aware users. They are looking to attract regular usersi.edaily users. It has further segmented market based on skin types. It hasdi+erent o+erings for normal and oily skin 5arnier 2en =il 6lear seriesJ.

Oerie4s o- positionin3G 8i+erent brands have di+erent positioningbut maKor brands are inclined to 9airness enhancing attribute.


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>r*n. Position

F*ir ? @*n.some =ne stop solution for all personalcare needs of men.

F*ir ? oe7 Men= Actie 9airness enhancer

G*rnier Men 2easurable and e+ectiveperformance - &porty and outdoorimage

Fi*m* Di is ReKuvenating and re-energi7ing

&porty

outdoorImage

EBecution* Properties6/isu* I.entit7

:atural

/*ues6Person*it76C5*r*cter

Re*sons To

>eiee

6ryo

menthol9orcoolinge+ect

6ontains ;umice Gnatural e*foliationagent

POPs

PODs

6leansingCction

Cnti-pollutant

;remiumLuality

6ateringto all skintype

6oolin

g'+ect

>r*n.M*ntr*

Take care


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Points o- Dierence- 5arnier face wash has features like cooling e+ect ,

premium Euality and it can cater to all skin types which di+erentiates it

from its competitors in the face wash segment of beauty products. These

features make it uniEue in a way that face washes from other competitors

do not have these characteristics and so it becomes important to make

sure that it is properly conveyed to the customers to enable them to make

a informed choice and enabling us to market our product better.

Points o- P*rit7- 5arnier face wash has features like cleansing action,anti pollutant characteristics which is considered to be a necessity for any

leading face wash. These characteristics satisfy the basic needs of the

customers which they can think of deriving out of a face wash.

ETENSIONOF9 PS,


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Cs Brian 9etherstonhaugh writes for =gilvy and 2ather, the focus is on

moving from the four ;s to the four 's of marketing. This is Kust a

manifestation of the classic ;s marketing mi* proposed and ampli3ed by

:eil Borden in terms of the current situation and demands of the

marketing landscape where brands wage wars against each other to gain

the mind space of their T5 and the sheer number of the o+erings in the

market is enough to inhibit brand recall and make perception formation all

the more diMcult.

'! T5e Pro.uct t5e EBperience ,

When designing skin care range speci3cally for men, care has to be

taken to communicate the di+erentiating factors e+ectively. The value

proposition should be strong enough to compel the prospective

consumer to narrow down his consideration set to the products

catering specially to men rather than consider all general purpose or

women4s products. Clso, the entire e*perience right from being aware

of the o+ering to making the purchase and post-purchase behaviour

has to be known by the company. Cn important factor is the in(uencers

in the decision making process. In our research, we got to know that

there are many reasons besides the communication strategy of the

company that motivate the purchase and in other cases, motivate the

abandoning the o+ering and switching to an alternate.

6limatic conditions

Reluctance to learn the bene3ts of the products


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;ackaging that is not too appealing

;erceived ine+ectiveness

2! T5e P*ce Eer7p*ce

The meaning of the place is not con3ned to the point of actualtransaction but should be e*panded to cover the entire range of

possibilities of reaching people. In the case of the current o+ering, that

possibility set includes>

6hemist counters

6onvenience stores

&upermarkets

8irect &ales?Internet

=ne key insight that we derived is that upon coming to the place oftransaction, the customer is in(uenced by the placement of the product.

&ince this range of products is supposed to o+er a di+erentiated

advantage over the generic products in the same category, the message

needs to be communicated to the consumer as well.

&o, a retailer o+ering a male skincare product should place it separately

from the female and generic skincare products. The pull factor from

consumers can be created if this message is delievered e+ectively.

8! T5e Price *n EBc5*n3e

=scar Wilde said, NThe cynic knows the price of everything

and the value of nothing.O

Cs the 3ndings of our survey and interviews show, despite the huge

number of brands in the market making the pitch for o+ering Euality

male skincare products, more than #$ people don4t distinguish

between brands based on their proposition. 'ventually, the purchase is

based on lowest of prices. This means the message has to be

communicated through value and not price G facilitating not Kust atransaction but an e*change of value.

9! T5e Promotion *n *ct o- e*n3eism

;romotion in an already cluttered marketplace is not Kust about

communicating product bene3t, it is more about creating a brand

e*perience that engages the consumers and the intermediaries in the

distribution channels alike. In some cases during our research, we were

faced with retailers who were not aware of a certain product speci3cally

designed for male skin care. This would result not Kust in lost sales but


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also in lost interest and share of mind of e*isting and prospective

consumers.

The survey also suggests that maKority /$J of non-users say that the

reason for not using male skin care products speci3cally is the perceived

non-e+ectiveness. This perception can be undone by invoking feelings of

emotion and passion through brand communications. 'ngagement of

consumers on social media as well as advertisements focussing on value

proposition are identi3ed as the key drivers.

MARKETINGCOMMUNICATIONSMI

&everal factors make the Indian marketing space suitable for a wide

variety of communications to the consumer. The rising literacy levels, and

hence the rising levels of readership of newspapers and maga7ines has

led to a surge in the e+ectiveness of these media. ;enetration of 92 and

television as media of mass communication has resulted in the ability of

companies to reach a large number of people for a relatively lower cost.

9or the 2ale &kincare market, communication mi* is primarily based on

letting the T5 know the value proposition of the o+ering. The prevailing

conditions with a large number of players and a more fragmented market

may suggest at diminishing shares of voice for the individual brands but

the detailed study of consumer responses reveals that the consumer does

care about functional bene3ts derived from the product but there has to


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be a strong message that enhances top-of-mind recall and in(uences

purchase decisions.

J A.ertisin3 >Parious brands have employed advertising based on

functional bene3ts and shows the protagonist in the ads talking

about various useful features o+ered by the range. 9or e*ample,

5arnier 2en includes protection from sunlight, protection from body

odour, controlling oil level in the skin. The problem however seems

to lie in the e+ectiveness of the message. The communication is not

emphatic enough to be recalled later, the brand image is not clear."J S*es Promotion,Cmong the two types of sales promotions, trade

sales promotions are not the real problem here as the availability of

the product doesn4t seem to be an issue. The appropriate Qpush4 is in

place but the desired level of Qpull4 has to be created from the

consumer4s direction. 6onsumer sales promotions can be bene3cialto some e*tent.

J Eents *n. EBperiences, 'vents centred at the brand

ambassador with a high degree of consumer involvement can help

increase brand awareness and adoption by potential consumers.J PR *n. pu+icit7,9or e*ample, 5arnier 2en collaborates with I;;EMSTATEMENT,

We have tried to 3nd answers to the following Euestions through our

primary research>

What is the product category that the Indian males are currently

using on their face@

Identifying the maKor brands and their awareness.

)ow strong is the brand loyalty in this category@

What are the factors that in(uence purchase decision@

RESEARC@MET@ODO;OG,

;ersonal interviews

Interviewed local shopkeepers and " customers

9ocus 5roup

6onducted a group discussion to gather insight into people4s

perception on the QRole of grooming for men4.

=nline survey

" responses collected through an online Euestionnaire

'!CUSTOMERINTER/IE,

O/ERA;;COMMENTS,

Thus, in the personal interviews that we conducted it was observed that

face wash was used most widely in the men skincare category. 2ost of the

people preferred to use face wash over soap as they considered soap to

be too harsh to be applied on the face. =ne person also mentioned that in

the case of face wash there was the option of choosing a type suitable to

their skin, a kind of customi7ation absent in soaps. 2ain reason for the use

of face wash was cleanliness but some also liked the additional bene3ts

obtained from them like glowing face, feel good factor, etc. :othing

concrete could be derived on brand loyalty based on our interviews. &omeinterviewees showed high brand loyalty they had used only one brand


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and did not want to switch to any other brand, as their current brand

satis3ed all their needs. =n the other end were some who did not have

any speci3c preference and switched brands as and when they liked.

&ome switched brands when they encountered some problems with their

e*isting brands like did not suit skin type. The maKor brands which peoplementioned were 5arnier men, )imalaya, :ivea, 6lean and 6lear and

Bodyshop. 2ost people only considered price and whether the product

suited their skin type before making their purchase. Clso for people who

were very careful about their skin, price was not a factor either.

We were able to 3nd a handful of people who also used fairness cream.

The brands that mostly came up were 9air )andsome, 9air


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9!ON;INESUR/E,

=ut of " responses, /$ used men skincare products, with the

maKority $J using only facewash

Though "$ of the respondents were aware of men fairness creamonly /$ used them

"/.0$ of the users had a brand preference, the most popular

brand being 5arnier $ of those with brand preferenceJ

//$ of the users made the purchase decision on their own.

Luality was the dominant factor in(uencing purchase decision

!."$J, followed by ;rice "!$J

/$ of the people who did not use any skincare product mentioned

non-e+ectiveness as the reason

Television was observed to be the most popular advertising channel

among the respondents 1$J

INTERPRETATION

;eople fail to di+erentiate between available face wash products as most

feel its more of a cleansing foam product. &oap is the maKor substitute in

this category. 2en 3nd the foaming action similar to that of soap. Theyfeel that basic attributes of face wash are available in all branded

products, so they do not 3nd it necessary to follow a particular brand and

mostly leave it to last minute purchase in shops and mostly under the

in(uence of shopkeeper4s suggestion. 9ew di+erentiators like )imalaya

have been able to place their products for customers who are conscious

about the medicinal e+ects of face wash. 5eographical location also

a+ects the purchasing decisions. 6ustomers in 6alcutta do not 3nd face

wash and moisturi7er cream suitable due to hot and humid weather.

F*ctor inuencin3purc5*seH

5ic5 pro.uct .o 7ouuseH

Re*son -or not usin3H


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5o inuences 7our .ecisionH

@o4 .o 7ou )no4 *+out t5e +r*n.sH

Re*son -or not usin3s)inc*rero.ucts


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;IMITATIONS,

5iven the scope of our survey, the proKect had some limitations, which are

as follows>

J C large part of the respondents were students in the "#-# agegroup. %sually, e*posure in this group regarding new products and

their openness to try these products could be considered to be

higher than those in the higher age groups. Cs a result, there might

be a probability that our results might be a little biased towards men

skin care products."J Cround !$ of the respondents were from 6alcutta. Thus the high

usage of facewash and limited use of moisturi7ing cream observed

in our survey could be attributed to the hot and humid summers and

short winters in 6alcutta.

Do 7ou 5*e * specic +r*n.pre-erenceH


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J C large portion of the data was collected through online surveys.

=nline surveys helped in collecting the data in less cost and time.

2oreover, as it was anonymous, respondents were more

comfortable in sharing personal information. )owever, since it was

impersonal it limited the scope to further probe the respondent andthere was no scope to monitor the response restricting result4s

reliability.

CONC;USIONANDRECOMMENDATIONS

We have narrowed down some areas pertaining to which we got insights

while working on the research for our proKect. These mostly came up while

interviewing the chosen prospects from the T5. ;ost identifying these

patterns or hidden motivations in their purchase behaviour, we

categorised them into areas and then based on our understanding,

accompanied each insight with an actionable recommendation.

'! Cim*teInsight> The humidity in Dolkata hampers the usage of moisturisers

or face creams.Recommendation>

Cllocation of sales promotion budgets according to

geographies e.g. focussed promotion of face washes and

cleansers in Dolkata.

8evelopment of new product lines based on climactic

factors.

2! T5e TGs Ps7c5eInsight> 2ales have a relatively shorter span of attention and do not

like to spend time over evaluating the productRecommendation>

2ake the product appealing enough the 2arketing 2i*J

to create a pull-e+ect

8! P*c)*3in3


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Insight> C step towards the ;ull-e+ect, 5arnier 2en for e*ample

found to have similar packaging across di+erent products and the

shoppers aren4t able to distinguish between themRecommendation>

2ake it appealing and attractive, more representative

of the e*act product category rather than the entire

range

9! Interme.i*riesInsight> =ften, the retailers and distributors aren4t aware of the

value proposition and hence are not able to communicate the same

across the value chainRecommendation> 'ducating the intermediaries and reducing the

product knowledge gap so that a better pitch can be made to the

consumer at the time of purchase

:! Function* >enets

Insight> C fraction of the purchases are made on the basis of the

functional bene3ts of the product. This is especially true of face-wash

as certain consumers come looking for products with medicinal bene3ts

or herbal formulations. In those cases, there are very few products that

can cater to their needs

Recommendation>

9easibility of introducing a new product can be e*plored

in this domain

#! In.uce Tri*Insight> &witching brands is not diMcult in this category as we found

out that almost ?thof the T5 is not loyal to any particular brand,

the right kind of promotions and trial induction is the trick hereRecommendation>

6onsumer promotions involving a smaller &D% sachetJ


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APPENDI

'!CUSTOMERINTER/IES,

Customer J'

N*me> Sogesh

A3e,"/

C*te3or7> 9acewash and 9airness 6reams

Pro-ession> &oftware 'ngineer at IB2

P*ce o- resi.ence> Dolkata

Income> ####

F*ce4*s5

>r*n. Use.> P )e used to use 5arnier before but switched to P P


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Insi35ts 3*ine.,)e uses it once in "- days. )e does not have a brand

loyalty and uses both P &ushant

A3e> "

Pro-ession> &tudent


%ses only soap. 8oes not use facewash or fairness creams. )e believes

soap is suMcient and does not want to spend e*tra money on such

products.

Customer J8

N*me> ;rasad

A3e> "

C*te3or7> 9acewash and 2oisturi7ing 6reams

Pro-ession> &tudent


F*ce4*s5

>r*n. use.> Body &hop 9acewash

Insi35ts G*ine.> Buys facewash from Bodyshop stores and sometimes

also purchases online. )e spends appro*imately !## rupees for a bottle

"! mlJ. Though the product is slightly e*pensive, he 3nds it is *ue -or

mone7, since one drop is enough for one time use. )e is a regular user

and uses the product daily. The product lasts for " months. )e does not

use soap because so*p is5*r.er on s)in. &ince face is e*posed more to

sun, he feels the product used should be customi=e. to -*ce. )e was

using 5arnier9acewash earlier and had used it for almost " years but later

shifted to Body &hop since his mom recommen.e.it. ;erception about

Body &hop products is NFees Goo. on S)inO. )e feels the maKor

di+erentiating factor between Body &hop and other products is the

u*it7. )is 3rst priority is Euality and price only comes ne*t. When he

was using 5arnier before, they used to only last for one month. Body &hop

uses only or3*nic m*teri*sin all its products. :o e*ternal chemicals are


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used. This is also an attraction for choosing Body &hop. Cccording to

customer, the %&; is the product itself.

Moisturi=in3 Cre*ms

Brand %sed> Body &hop

Insights gained> )e was staying in Bhopal before moving to Dolkata. )e

used to use Body &hop moisturi7ing cream when he was in Bhopal but

does not use it anymore because Dolkata has a humid climate and we

sweat a lot already and moisturi7er creams are not reEuired. When he was

in Bhopal he used to use them twice a day and was a regular user. )e

would spend ##-!# rupees per month on such products. )e feels that

creams last less as compared to face wash since one time Euantity used is

more.

Customer J9

N*me> Cnirudh

A3e> "

Pro-ession> &oftware 'ngineer, 6ollabera

C*te3ories Use.> 9acewash

Income> ####

P*ce o- resi.ence> Bangalore

F*ce4*s5

>r*n. Use.> :ivea facewash

Insi35ts G*ine.> The product costs # rupees and lasts for one and half

months. )e uses it when he goes to work. It is e*sier to c*rr7facewash

as compared to soap. )e uses it to moisturi7e his skin.

Customer J:

N*me> Crun

Pro-ession> ;hotographer

A3e> "/




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F*ce4*s5

>r*n. Use.> :o speci3c product. Deeps changing

Insi35ts 3*ine.,)e is currently using :ivea but he does not display

brand loyalty towards any brand. )e uses facewash when he is sweaty. )euses it once a week and one pack lasts for almost months. :ivea cost

him 0# rupees for a ## ml pack. )e has used products such as 5arnier

and )imalaya before. )e uses it mainly for cleaning and rinsing skin.

Does not +eiee in t5e t* c*imspromoted by di+erent companies.

Customer J#

N*me> &upriyo

Pro-ession> Works at 6o+ee 8ay '*press

Income> 9acewash and fairness creams.

A3e> "

F*ce4*s5

>r*n.> 6lean and clear

Insi35ts G*ine.> %sed to use :ivea for men before. But switched to6lean and 6lear since 6lean and 6lear is specially made for oily skin

whereas :ivea is made for all skin types. )e cycles to and fro work and in

the process there is a lot of dust which he is e*posed to. 8ue to the metro

work, the roads are very dusty. It is necessary to use face wash since soap

alone will not help. )e uses face wash upon reaching home in the evening.

)e spends appro*imately #-## rupees every month on face wash. )e is

a regular user and uses it daily.

F*irness Cre*ms

>r*n.> 9air and )andsome

Insi35ts 3*ine.> )e has been 9air and )andsome ever since it was

launched. )e switched to 9air and


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Insi35ts 3*ine.> %ses 5arnier because other products give him pimples.

Customer J'"

N*me> Darthik

A3e> "!

Pro-ession> 8ominos 8elivery Boy


Income> H!###


F*ce4*s5

>r*n. Use.> 5arnier9ructis

Insi35ts G*ine.> )e uses 5arnier9ructis since it deto*i3es skin and

removes dust. )e was using Paseline earlier but switched to 5arnier after

watching the advertisements on television.

Customer J''

N*me> Parun

A3e> "

Pro-ession> Luality Cssurance 'ngineer at Cma7on

Income> H/####

C*te3ories use.> 9acewash

P*ce o- resi.ence> 6hennai

F*ce4*s5

>r*n. Use.,5arnier 2en

Insi35ts G*ine.> )e has been using 5arnier 2en for the last "- years

because he has oily skin and it acts as an anti-pollutant. )e chose the

product because of the brand perception that 5arnier has e*pertise in

skin-care.

Customer J'2


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N*me> Ravindra

A3e,"/

Pro-ession> &ales Rep at '&I )ospital

Income> H"####



F*ce4*s5

Pro.uct Use.> 5arnier 2en

Insi35ts G*ine.> )is roommate was using a facewash. )e tried it once,

liked it and started using the product ever since. )e uses it occasionally

when he is going for a party or during 3eld assignmentsJ. )e is price

sensitive and wants something in the range of !#-/# rupees. )e is aware

of 5arnier 2en4s advertisement but does not 3nd Fohn Cbraham

interesting. )e prefers PiratDohli over Fohn Cbraham and remembered 9air

and H"####

C*te3ories use.> 9acewash and 9airness 6reams


F*ce4*s5

Pro.uct Use.> ;onds 9acewash

Insi35ts G*ine.> )e tried )imalaya 9acewash in the past but stopped

using it after he got pimples. )e is currently using ;onds 9acewash. )e

uses it daily in the evening.

F*irness Cre*m

Pro.uct Use.> 9air and )andsome for 2en


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Insi35ts G*ine.> )e used to use 9air and Rohit

A3e> "

Pro-ession> :aval =Mcer

P*ce o- Resi.ence> Dolkata

Mont57 Income> #####

C*te3ories use.> :one

>r*n.G :C

Insi35ts G*ine.> )e said that he doesn4t need a special product for face.&oap is more than enough. To avoid stickiness and dirt, washing with soaptwice a day is more than enough.


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Customer J'#

N*me> Ctul

A3e> "

Pro-ession> 'ntrepreneur

P*ce o- Resi.ence> Dolkata

Mont57 Income> #####


>r*n.G 5arnier 2en, Picco

Insi35ts 3*ine.G )e wasn4t very comfortable discussing the usagepattern etc as he felt it to be very intrusive. )e started using face washlong ago and tried using other brands but those didn4t suit his skin.

Customer J'$

N*me, )arshit

Pro.ucts,9acewash

Freuenc7,%ses the product when available for eg. If at home and2om?sister has itJ

Ot5er pro.ucts,8oes not mind using female products. =ccasional useranyway

Con.ence F*ctor,2ight be willing to use it to U9eel 5ood about myselfU

Customer J'%

N*me,CbhiKitThapa

Pro.uct6>r*n.> 5arnier 9airness 6ream

Re*son> '+ective. 5ood for both short-term and long-term use. 2om wasusing UkachchadoodhU on his face, then switched to product when learntabout its e*istence. Goo. response -rom 3irs in college

A4*reness,Tried it because a friend had it.


28/34

Price sensitiit7,&lightly e*pensive but donVt mind spending on a goodproduct

Us*3e> " times a week

Spen.in3,Buy every .! months

A.s6Cee+s in A.s,:ot in(uence by ads?celebs

Ot5er Pro.ucts> Tried 9air )andsome, but that is UbakwaasU. 2akesthe skin sticky

Customer J'&

N*me> Raunak

C*te3or7,9acewash

Pro.uct6>r*n.,5arnier 2en Cll 6lear. 5arnier 2oisturi7ing 6ream

Re*son> 9or =ily &kin

A.s6Cee+s in A.s> :ot in(uenced my advertisement - only good forawareness

Ot5er Pro.ucts> )avenVt tried any other product. 9irst and only product

Spen.in3> Rs. !# ? month

User since, Been using for about " years now

Customer J2"

N*me> Cnshuman

C*te3or7,9acewash

Pro.uct6>r*n.> :ivea for men

User since, %sing for -0 months

A4*reness> 5ot it free during a promotion, been using since

Re*son> 9ace feels clean. Rs. "## pack, lasts "- months.

Customer J2'


29/34

N*me> Cshish

C*te3or7> 9acewash

Pro.uct6>r*n.> 6lean and 6lear 6lassic

Re*son> UBecause it4s cheap. ;ackaging is colorful, VTrippyV. &oaps areharsh on the facial skin, hence facewashU

User since, %sing since the last " months

Ot5er Pro.ucts> Before that - )imalaya 9acewash

A4*reness> Whatever mom gave me

Customer J22

N*me> )arish

A3e> "/ years old

C*te3ories> 9acewash, moisturi7er, face scrub, foundation

Pro.uct6>r*n.> Bodyshop facewash moisturi7erfacescrubJ, Recommended Bodyshop by people who used it and liked it.:ot really any advertisements for this brand

Re*son> 5ood for humid climate. 8oes not feel oily. :o pimples. 2akesyour face UglowU. )ave a dry skin problem

User Since, Been using for ".!- years

Spen.in3> Rs. !##?month. Worth the investment

Us*3e> 9acewash - everyday. 9ace &crub - once in " weeks. 2oisturi7er -

?" days

Customer J28

N*me> Fagdish

A3e> " years old

C*te3or7> 9acewash

Pro.uct6>r*n.> )imalaya


30/34

Re*son> UBecause it4s herbal. :ot in(uenced by ads. 9riends recommended.

User since, %sing for the past " - ".! years

Spen.in3> Rs "##-##?month

Us*3e> %se once in " days

Customer J29

N*me> Tushar

A3e> "" years old

C*te3or7> 9acewash

Pro.uct6>r*n.> Deihl current try a new brand each time don4t stick to abrandJ

Re*son> %se facewash Kust because of the notion that body productsshould be di+erent from facial products probably hinting that soap is tooharsh for the faceJ

User since, %sing for the past -! years

A4*reness> Cds, college e*posure. 6elebs in ads don4t matter, onlyproduct Eualities matterJ

2!LUESTIONNAIRE

2en &kincare ;roducts*Required

Age *

o 15-20


31/34

o 20-25

o 25-30

o above 30

Where do you live?

o Bangalore

o Mumbai

o NCR - Delhi

o Calcutta

o Chennai

o ther!

Occupation *

o Bu"ine""

o #tudent

o $m%lo&ee

o ther!

Monthly Income *

o le"" than 15000

o 15000 - 35000

o 35000 - 55000

o more than 55000

Which men skincare products do you know about (not necessarily use)? *

o 'ace (a"h

o 'airne"" cream

o Moi"turi)ing cream

o ther!

Which o the ollowing brands do you know deals in men skincare products? *

o arnier


32/34

o $mami

o +imala&a

o Nivea

o 'air and ,ovel&

!ow did you come to know about these brands? *

o Ne"%a%er

o .elevi"ion

o Billboard"

o 'riend"/Relative"

o ther!

"o you use any skincare products? *

o e"

o No

I no# why not?

o 'ind it embarra""ing to u"e

o Not eective rom m& %oint o vie

o #incare %roduct" are e%en"ive and lavi"h

o ,ac o aarene""

o Medical rea"on/allerg&

o ther!

I yes# do you buy men skincare products speciically or any available product?

o Men "incare %roduct"

o ther!

Which skincare products do you use?

o 'ace (a"h


33/34

o 'airne"" cream

o Moi"turi)ing cream

o ther!

!ow much do you spend on these products in a month on an average?

o le"" than 100

o 100 - 300

o 300 - 500

o more than 500

!ow re$uently do you use these products?

o Dail&

o 4lternate da&"

o nce a ee

o cca"ionall&

"o you have a speciic brand preerence?

o e"

o No

I yes# please speciy brand

What are the actors that inluence your decision making?

o rice

o Brand

o 6ualit&/attribute o %roduct

o romotion and adverti"ing

o #tore location

Who inluences your purchase decision?


34/34

o our"el

o #%ou"e

o 'amil&

o 'riend/Colleague

o Celebrit& $ndor"ement

o $%ert

skincare project

Documents