Market Research On Male Grooming Industry

Managerial Marketing
PGP 2015-17
Market research on male

grooming products for
Resonance, radiance that
resonates by Pristine
Table of Contents
Group 3
Dinkar Mohta (1511093)
Debrupa Nag (1511090)
Preksha Mangal (1511110)
Monalisa Sethi (1511104)
MALE GROOMING INDUSTRY AN INTRODUCTION
INDIA AND OTHER EMERGING MARKETS
IDENTIFYING THE GLOBAL TREND THROUGH THE AXE EFFECT!
RESEARCH METHODOLOGY
CONTEXT
CUSTOMER
COLLABORATORS
COMPETITION
10
SURVEY
11
STP
13
POSITIONING
14
Perceptual Map
14
Diffusion of Resonance - Shampoo in the market
15
PACKAGING
15
Market testing
15
Results
16
PRODUCT
16
PROMOTION
18
NEXT STEPS
18
APPENDIX A
19
APPENDIX B
19
APPENDIX C
20
Interviews
20
Survey Questions
28
REFERENCES
29
Male Grooming Industry An Introduction

Post the 2009 global economic recession, the entire personal and health care industry slowed down
all except the Male Grooming market. In western countries, it flourished due to the idea of the
Metrosexual men. The term Metrosexual Man refers to the single young man with a high disposable
income, living or working in the city. Indian men are traditionally not metrosexual. However, this trend
is changing. More men have started using mens hair care and skin care products. This sector
experienced additional growth as the male grooming products became available widely across all
retail channels. During 2009-2014, mens grooming sector registered a CAGR of 20% in current value
terms. According to a Euromonitor study, the market, at 2014, is valued (Retail Value RSP) at INR
53.6bn and is expected to rise to INR 86.4bn by 2019.
Sales (INR bn), 2009 - 14
Men's Grooming - Segment
Beauty and Personal Care - Industry
2009
21.3
903.3
2010
25.2
1033.2
2011
31.2
1232.4
2012
37.9
1452.9
2013
46.5
1705.3
2014
53.6
1957.5
Sales (% Value Growth), 2009 - 14

2013 14
15.3
14.8
2009 14 CAGR
20.3
16.7
2009 14 Total
152.1
116.7
Forecast Sales (INR bn), 2014 - 19

2014
53.6
1957.5
2015
58.7
2074.8
2016
64.8
2200.4
2017
71.4
2340.8
2018
78.6
2487.9
2019
86.4
2641.6
Forecast (% Value Growth), 2009 - 14

2014 15
9.8
6
2014 19 CAGR
10
6.2
2014 19 Total
61.1
34.9
The above forecasts indicate that the male grooming segment is growing at a faster rate than the
over-all beauty and personal care industry.
This changing trend in Indian markets is explained by some of the top players in grooming sector as
follows.
Sanjali Giri, Senior Manager, product merchandising, The Body Shop India:
Mens grooming has gone mainstream. Male skin care is one of the beauty industrys fastest-growing
sectors, with more men adopting a grooming regimen, alongside exercise and eating right, as a
component of healthy living.
Nilanjan Mukherjee, Head of Marketing, personal care products business, ITC Limited:
The aspirations and requirements of todays young Indian men are rapidly evolving. With a surge in
disposable income, men are becoming more discerning and indulgent. In an evolving trend in India,
men are beginning to look at innovative grooming and personal care products created specifically for
them. The segment shows immense promise and is growing faster than the overall personal care
market in India.
Mohan Goenka, Director of Emami:
The machoisiation is well underway. In next 10-15 years, you won't be able to find men using
women's products.
India and other emerging markets

Male grooming was a taboo earlier in India. However, since the recent times it has entered into the
mainstream industry. In 2013, it was reported to be Rs 3800 crore market. It is estimated that the
market will have 21% growth rate. This change in the consumer behavior is due to the belief that
Social acceptance and career success is related to how a person presents himself. The male
skincare segment is expected to grow annually by 25%. Male grooming products are entering other
emerging markets. Their market share is increasing year over year. The personal care market was
earlier primarily driven by family brands.
The graph below depicts the market share of the male grooming products in China, India, Russia, and
Brazil. Russia being developed in male grooming products, there is not much growth in the sector.
The product market in India and Brazil is growing at a steady rate. The market in Brazil is growing
drastically.
Men also have started spending a significant amount of time on grooming. They are getting
accustomed to the fact that grooming is more than personal hygiene. The graph below shows the
amount of time men and women spend on grooming. We can see that men largely spend time ranging
from 15 minutes to one hour. The emerging markets sector has a high potential of growth for the male
grooming products.
Identifying the global trend through The Axe Effect!

Unilevers foray into mens market can be best described as an accident. The companys South
African subsidiary launched a deodorant body spray for woman, Impulse, as an extension to one of
their soaps. This concept was adapted to the French market, and launched in 1983 under the name
Axe. The product was then launched in UK and Australia as Lynx, as Axe was considered a little too
heavy and aggressive for the English market. In 1999, Axe made its debut in India with a range of
Mens products Shampoo, Deodorants and Shower Gels.
A legend says that Unilever segmented potential users of Axe into six categories:
1. The shady guys with prying eyes
2. The smart, confident and athletic naturals
3. The sort of guy who girls would introduce to their parents without second doubts
4. The ones who are permanently friend zoned
5. The hopeless usually the nerds and geeks
6. The hopefuls the outgoing triers
Unilever went ahead with choosing the hopeless as their target market, as thats the category that
needed most help in getting girls. In the Axe world, its always the girls who make the first move. They
drool over not the hulky and hunky men, but the normal everyday men.
While glocalization is the norm across the world, Axe is one brand that adopts the same kind of
seductive advertisements, on the hopeless men, across 60 countries. The Axe Effect, as the result is
dubbed, is a blockbuster trend in Social Media (The official Axe Facebook page has more 3.5 million
likes, and the brand has registered 1.2 million+ views in its official YouTube channel).
The Axe Effect helps understand the global male grooming market better. From the same themed
advertisements Axe adopts across the world, its clear that the expectations and needs of the target
market are not significantly different. Its just that the men from the developing countries, specifically
India and the other Asia-Pacific countries, are not economically well enough to spend on male
grooming. However, with globalization, higher disposable income to men and better awareness, the
trend is changing!
Research Methodology
We decided to perform quantitative analysis to understand the male grooming sector in India. In order
to understand the consumer needs and behavior, we focused on personal interviews and not on group
discussions. We wanted to understand the personal experiences of the interviewees to develop a
more conclusive understanding of their behavior and people are more open about their needs and
requirements while talking personally than in groups. We decided to choose a well representative
sample from the population to interview people covering various age groups/ profession/income
level and conducted a total of eight in-depth interviews.
As far as interview questions are concerned, we started with three to four ice breaker questions to
understand the lifestyle of the respondent followed by the leading question focusing on the specific
questions about any needs/demands and their understanding of grooming. Based on their replies, we
then tried to find out their expectation from this segment and their willingness to adopt a new
brand/product.
On the basis of our interviews, we finalized our potential market segment. Then, we also conducted a
survey to understand the scope of male grooming sector. Based on this , we have come up with some
recommendations for entering the market.
Context
Based on our market research and analysis, we have chosen the Premium Mens Hair Care as the
next market that Pristine should target. In 2013 14, the market has grown 21.2%, the highest
registered growth within the Mens grooming industry. The hair care market is already crowded with
players such as Sunsilk, Clinic Plus, Pantene, Head & Shoulders and Garnier Fructis. Based on our
interviews, its found that men use shampoos that they perceive to be for men, when it isnt the actual
case.
Men's Grooming
Men's Shaving
Men's Post-Shave
Men's Toiletries
Men's Bath and

Shower
Men's Deodorants
Men's Hair Care
Men's Skin Care
Men's Pre-Shave
Premium Men's
Bath and Shower
Premium Men's
Deodorants
Premium Men's
Hair Care
Premium Men's
Skin Care
Men's Razors and

Blades
Mass Men's Bath

and Shower
Mass Men's
Deodorants
Mass Men's Hair

Care
Mass Men's Skin

Care
Male Grooming Products: Classification
Market
2013 (INR Million)
2014 (INR Million)
2013 - 14 (% Growth)
Men's Shaving
24,076.70
27,913.20
15.9
- Men's Pre-Shave
4,882.70
5,859.30
20.0
- Men's Razors and

Blades
19,194.00
22,053.90
14.9
Men's Toiletries
22,398.20
25,684.20
14.7
- Men's Bath and

Shower
428
510.2
19.2
- Men's Deodorants
14,162.60
15,735.60
11.1
- Men's Hair Care
3,839.20
4,653.20
21.2
- Men's Skin Care
3,968.40
4,785.30
20.6
Men's Grooming
46,475.00
53,597.40
15.3
Male Grooming Products: Sales
Customer
We conducted the interviews in two stages. In the first stage, we first tried to capture different socioeconomic groups to understand the meaning of grooming in different segments. The key findings
were as follows :
After these interviews, we concentrated our research in urban segment in 18-30 year age group. We
conducted four more interviews to understand the needs and requirements of this segment better.
Below are the key findings:
On the basis of these interviews, we concluded that with higher disposable income at hand, people
are willing to spend more on grooming products. On closer introspection, we realized that there are
sufficient options available in the skin care segment for men. Emami and HUL have recently launched
fairness creames but there are not many options available in hair care segment. Most of the
respondents mentioned that there isnt any men only shampoo available and they have to use a
female shampoo which doesnt suit their hair texture. Men need something rough. Due to this, they
are facing issues of hairfall, dandruff ultimately leading to baldness at a very early age.
As there was a strong requirement of hair care products which also goes with our companys
competency, we focussed aur study in hair care segment.
Hair looks good and shiny

More confident while facilitating
meetings and interviews
A more sophisticated and fresh look
Attract opposite gender
A stylish image among friends and
colleagues
Trying out different hair styles
Less worried about losing hair in
future
Confidence
Self esteem
Risk-aversion
Social belonging
Values
SPF content
Protein content
Fragrance
anti-hairfall
avoids stickiness
prevents dandruff
Men Only
packaging
Consequences
Attributes
Based on the inputs from these eight interviews, we did the following Attribute- Consequence and
Values anaylsis for the hair care product:
Collaborators
The collaborators play a crucial in the grooming industry as the companies strive to match the supply
and the demand at all times. They must ensure that the products are available at the right place at
right time. It is important for the companies to combine the marketing and logistics function to be
successful in achieving their mission cost effectively.
The major channels of distribution for mens grooming products in India are hypermarkets,
supermarkets, health and beauty specialist retailers, department Stores and internet retailing. The
following pie chart shows the market share of each of these distributors in 2014. We will concentrate
on 52.2% of the channels for our product distribution which includes the above mentioned channels.
We will also concentrate on the internet retailing for distribution purpose as the growth of this channel
has speedily increased. The user base of smart phones and internet has also been increasing
recently.
Market share of distributors-2014
9%
Hypermarkets
Supermarkets
7%
48%
Health and beauty specialists

retailers
18%
Department Stores
Internet Retailing
1%
Others
17%
Growth of Non-store Retailing

3.5
3
2.5
2
1.5
1
0.5
0
2009
2010
2011
Direct Selling
2012
Internet Retailing
2013
2014
Competition
The market for shampoos is valued around INR 46 billion. Penetration level of shampoo among urban
populace hovers around 60%.
The major competitors in the shampoo industry are as follows:
Market Share - Shampoo

40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Market Share 2011

Market Share 2012
Market Share 2013
Market Share 2014
In order to get a detailed breakdown of the various shampoos sold by different companies, please
refer to table 1 in appendix A.
The graph below shows the expected growth in the shampoos segment. Please refer to Table 2 in
appendix A to get a detailed breakdown of the entire hair care market growth.
Expected Growth of Shampoo Market

7,000.00
6,000.00
INR (crore)
5,000.00
Shampoos
4,000.00
#REF!
#REF!
3,000.00
2,000.00
1,000.00
0.00
2015
2016
2017
2018
2019
Below is the forecasted sales of hair care segment. The shampoos segment is highlighted in yellow.
Survey
We conducted surveys on males in the age group of 18-35 to know about customer preferences. We
got 144 responses and among them, around 98% men use male grooming products. Other findings
are:
Hair Gel; 9% Hair Wax; 3%

Men's Hair Conditioner;Hair
15%Cream; 6%
Hair Colour; 3%
Men's Hair Shampoo; 33%
Anti-Aging Cream; 3%
Skin Moisturisers; 15%
Skin Cleansers; 14%
Grooming Products for men
Product characteristics needed
Expected monthly expenditure on male grooming products
Social Media; 15%

Newspaper Ads; 27%
Gift; 7%
Friend's
recommendation; 24%
TV commercials; 27%
Channels of Marketing
STP
India has a very big market. The total target segment that we will be looking into is 20.27mm. Please
look into Appendix B for more details of the calculation. Clearly, the segment cannot be ruled out as
lacking in size.
The segment is growing rapidly because as seen in the below report by Mckinsey. The disposable
income in India in the urban center is increasing.
Moreover, the urban population in India is also expected to increase as seen in the following graph.
This will have a direct impact on our target market. With this increase, the number of people in the
middle-income group will automatically rise. The graph below from Mckinsey shows the expected
increase in population.
Positioning
Perceptual Map
The perceptual map gives us a representation of how we are positioned with respect to our
competitors. TreSemme and Garnier are in the high price segment and technically advanced. Clinic
Plus is offered at mostly all places. Fiama Di Wills has strong nourishing properties. Selsun Blue and
Head & Shoulders have low prices. Head & Shoulders has good lathering properties. There is no
brand which is specifically for men and in technically advanced segment. Resonance would be
capturing this space in the market. It will be positioned as the premium product which goes with the
image of its parent brand Pristine.
Diffusion of Resonance - Shampoo in the market

Item
Relative
Advantage
Compatibility
Complexity
Trialability
Observability
Comment
Resonance has a relative advantage of anti-dandruff, neutral pH
value, good protein content
The shampoo can be applied by everyone. It does meet the
needs of the people as seen in the survey.
There is nothing complex in applying the shampoo
Trialability is also very high. People can try the product and if they
dont like it, then can avoid it.
This score is also very high. People can use the product and
observe if the hair fall has decreased and if dandruff has
decreased or not.
Score
High
High
Low
High
High
The above table shows the various diffusion parameters and how Resonance fairs against them.
Packaging
Market testing
As packaging plays an important role in developing the brand perception, we conducted an
experiment to finalize the packaging of our brand. We designed three different packages for the same
shampoo and asked people to choose the one they would like to use.
Market Testing: Resonance
Results
13 out of 15 men preferred package 3 and 2 preferred package 1.
Conclusions:
1. Package should specifically mention for men as people believe that men and women have
different hair texture a for men shampoo would better serve their requirements
2. Colour of the package also plays an important role. A combination of black-grey is perceived
to be subtle and sophisticated suitable for men
Product
Based on our analysis, we decided to launch brand Resonance with mens hair shampoo.
Since dandruff, hair fall and dry scalp are the major issues faced by men, we would be introducing
three variables of resonance in the market.
1. Resonance - Anti-Dandruff
2. Resonance Anti- Hair fall
3. Resonance With Moisturizer
Print Ad: 3 variants of Resonance
Print Ad: Resonance Anti Hairfall Shampoo
Promotion
From the market research and surveys that we conducted, we concluded that we would be targeting
men in the urban, and semi-urban regions, in the age group of 18-35, as they would be the potential
buyers of our product.
We would be approaching our target segment with the intention that they would purchase our brand
products. Hence, when we launch our product, we will provide promotional offers. We will offer first 50
customers a free hair spa. Before the launch of our product, we will be offering Sachets of our
shampoo for trails in the Corporate Offices as majority of our customer base would be in that area.
Our focus would be more on what will be the experience after using our shampoo, hence using a
transformational approach. We will use positive emotional appeals like confidence, self-esteem, social
belonging, sophisticated look, etc. in order to convey our benefits to the target customers.
Since we have seen from our surveys that the awareness about the brand is mostly from TV
advertisements, and word of mouth publicity. Hence, our focus would be on these channels.
Advertisements will help us in expressing our brand promise to our customers. Consumers also have
a perception that a heavily advertised brand offers a good value. Word of mouth publicity is personal,
and helps influence the potential buyers. Since word of mouth publicity takes place when a customer
needs the product, there is a high probability that the customer will purchase our product.
We will also target social media for marketing as online shopping is a recent trend these days due to
scarcity of time. Social media marketing is quite interactive. We can use machine learning to
customize the promotion of our product based on what kind of products the customer buys. This will
help ensure that we are advertising our product to the customers who are buying premium hair care
products.
We will be organizing an event to promote awareness about mens hygiene, and importance of
grooming. Since ours is a premium brand, this event will help us communicate to the customers what
added benefits does our brand offer, and how would the total cost of our product would be less in the
long run as opposed to buying other lower range brands. As the event would be highly engaging with
the customers, and relevant to their needs, it will help in creating a value for our brand.
Next Steps
As far as product launch is concerned, we would be focusing on the following states as a starter
as these are the high income states in India. We would focus more on the pricing/budgeting later
on.
The higher income states include Goa, Delhi,Haryana, Punjab, Maharashtra, Gujarat and Kerala.
Appendix A
Company
Hindustan
Ltd
Shampoo
brand
Market
Share 2011
Market
Share 2012
Market
Share 2013
Market
Share 2014
4.99%
15.83%
8.02%
8.89%
22.61%
4.92%
14.32%
9.17%
8.28%
23.70%
4.96%
12.84%
9.69%
8.11%
24.09%
4.80%
11.66%
10.06%
8.23%
24.81%
9.11%
7.80%
8.73%
7.83%
9.01%
8.11%
9.37%
8.46%
1.95%
2.24%
2.48%
2.51%
2.60%
2.46%
2.25%
2.06%
3.69%
4.25%
4.51%
4.80%
3.04%
6.07%
5.42%
3.36%
5.82%
4.92%
3.60%
6.08%
4.28%
3.66%
5.71%
3.89%
Unilever
Others
Procter
&
Gamble
Home Products Ltd
L'Oral India Pvt Ltd
Dabur India Ltd

CavinKare Pvt Ltd
Clear
Clinic Plus
Dove
Sunsilk
Others
Head
&
Shoulders
Pantene
Garnier Color
Naturals
Garnier
Fructis
L'Oral
Excellence
L'Oral
Professionnel
Dabur Vatika
Chik
Table 1 : Breakdown by company
INR million
2014
2015
2016
2017
2018
2019
Colorants
29,733.60
33,088.00
36,547.10
40,148.50
43,936.30
47,925.40
Conditioners
63,940.70
66,815.80
69,790.70
72,998.00
76,025.20
78,618.90
Salon Hair Care
5,526.20
6,135.50
7,003.50
8,071.90
9,373.30
10,915.90
Shampoos
52,206.20
54,342.10
56,907.80
59,807.30
63,022.50
66,566.70
Medicated
Shampoos
370.9
376.7
382
386.7
391
394.9
Standard
Shampoos
51,835.3
53,965.30
56,525.80
59,420.60
62,631.40
66,171.80
Styling Agents
3,276.10
3,434.50
3,660.60
3,968.20
4,363.10
4,833.20
Total Hair Care
154,682.8
0
163,815.90
173,909.60
184,993.90
196,720.40
208,860.20
Table 2 : Expected Growth in Hair care Segment
Appendix B
Currently, there is a big market share in India. Below is how the numbers look:
The total males in India are as below:
Males in India
15-24
25-54
mm
118.69
258.2
Below is how we have divided them into age group 19-35

Assumption:
80% of people in age group 15-24 are above 19 years old.
45% of people in age group 25-54 are less than 34 years old.
Age Group
19-24
25-34
Populati
on
(mm)
94.952
116.19
Assumption: Total urban population is 32%

Total Urban
Males
15-24
25-54
Populatio
n (mm)
30.38
37.18
Total people in the middle upper income class is 30% of the total urban population
Total Urban
Males
15-24
25-34
Total
Populatio
n (mm)
9.12
11.1 5
20.27
Appendix C
Interviews
Name- Nipun Dhingra
Age- 27
Profile- PGP Student IIM Bangalore
1.
Whats the first thing that strikes your mind when you hear Grooming Products?
Nipun: Male grooming is misunderstood and lot of men think that grooming
products are only for women, they are too afraid to even try it or admit that they use it. A
lot of men in India are shy about it even though it is changing a little bit now. As you can
see, the guys in big cities and younger people are ready to experiment with grooming. It
is absolutely necessary. We spend so much money on clothes and everything. This is
equally important to groom your body or face or skin or hair.
2.
Are grooming products a ladies-only thing?

Nipun: No
3.
What do you think of Male grooming products? Do Indian Men / Boys need
grooming products?
Nipun: Men also need to spend time on grooming. They have started taking care
of what they wear and they have started going to gym. So grooming is equally important.
4.
Have you ever used any grooming product? Yes - then which products?
Nipun: Yes I do. I use Shampoo, face wash of Himalaya, conditioner, body lotion,
basic foundation of Mac, compact powder of Mac and Shower gels.
I also use basic Moisturizer of Body Shop and bath and body works. Most of these
products are unisex though some have for men products also. I have not yet tried that
range. I have tried Dove Men.
Another new thing, which is very convenient, is all in one product that can be
used as Shampoo, face wash, and shower gel.
5.
Do you buy the products yourself? If yes then how much is your purchasing
decision influenced by family/ friends? If no, then who buys?
Nipun: Yes, I buy the products myself. I am influenced by friends at times but not
influenced by family.
6.
How did you start using these products - did you buy it or somebody gifted you?
Nipun: I bought the products myself.
7.
Do you consider brand names important when buying grooming products?
Nipun: Yes, brand name is very important as it gives certain guarantee for
quality. I do not want to take the risk of using something on my face which is not of high
quality.
8.
Since how long have you been using these products?
Nipun: Basic products I have been using all my life, but specific products I have
been using since last 3 or 4 years.
9.
How frequently do you use grooming products?
Nipun: I use them daily.
10.
Do you visit salon? If yes, then how often?
Nipun: Yes, I visit salon for hair cut once a month. For face clean-up, I visit once
in 4 months.
11.
Would you prefer a mobile hair dresser/beauty technician or would you prefer to
visit a salon?
Nipun: It would be little inconvenient to call them to my house for hair cut as it
will create a mess. I can call them for facial, clean-up and all.
12.
In your opinion, how important is mans appearance in the workplace?
Nipun: These days there is definitely a pressure to look good for both men and
women in corporate world. So people are willing to spend much more on grooming and
visit professional salons for haircut.
13.
Who do you think should endorse these grooming products (preferably Indian
celebrities)?
Nipun: The celebrities do have some effect. But I think it mostly depends on the
culture. I dont think a celebrity endorsing a product will change the perception of men
much. It is more about the family background and social circle they come from. A lot of
people believe that men should behave in certain way and do certain things and that
effects their decisions.
14.
Suggest us a few alternative areas to focus - like those that are different from the
female grooming products segment? (Example. maybe majority of Indian men dont need
fairness)
Nipun: Not much is done for male cosmetics. The good brands like MAC dont
have specific for men products. Thats something they could look into.
The clubbed offers in salon, for e.g. hair cut with hair spa will be quite effective. People
will start opting for such services.
Name: Usha
Age: 26
Profile: IIMB PGP student
Marital status: Married
1.
Usha: Parlor, Products that I use, pedicure set, face wash etc.
Usha: No, definitely not.
3.
What do you think of Male grooming products?
Usha: It is a developing market. Initially people never used to focus on grooming
but now they are more conscious. They go to parlor, they get facials done, they get make
up done even for marriages. So I think its a very developing market.
4.
Do Indian Men / Boys need grooming products?
Usha: Yes, it gives them self-confidence.
5.
Does your husband use any grooming product?
1.
Yes - then which products?
Usha: Yes, he uses trimmers, deodorants, face wash, sunscreen lotion. He goes
to parlor for haircut. He does not use hair gel.
2.
How important is the brand to him while purchasing these products?
Usha: Very important. He uses dove shampoo, clean and clear face wash.
6.
Do you buy the products? Or he buys himself?
Usha: I bought for him for the first time. Then he started buying himself. But he
does depend on me for deciding on what to buy.
7.
Usha: It is very important. Being a fashion designer myself, I can say that your
appearance is a statement that you make. A person who is shabbily dressed is looked
down upon. A smartly dressed person is looked at in a superior way. So a mans
appearance does matter.
8.
Do grooming products make men less macho?
Usha: No. However there is a perception regarding some products. It is the way
you categorize the products. For example, products like fair and handsome might be
considered to make men less macho. Now men have started are using face wash and it is
considered normal unlike before when people would say, oh my god, he is using a mens
face wash, he is so conscious. I am sure that in the days to come; men will be
comfortable with using only men cream as well. The stigma attached to these products
will be gone
9.
If we wish to introduce a new product in the mens grooming industry, which
product should it be?
Usha: Shampoos are something a lot of people ask me for, when I sit at MARS.
But there are no mens shampoos readily available.
10.
Do you think there is a scope for growth of this industry in tier 2 tier 3 cities
Usha: No, I dont think so.
2.
Name: Gowthaman Ilango

Age: 30
Profile: Animator, USA
1.
What are the names of the companies that you encounter most frequently?
Gowthaman: Hair gel, cologne, face cream. Company names: Armani, Axe, old
spice
2.
Gowthaman: No
3.
Gowthaman: Basic amenity
4.
Gowthaman: Yes
1.
If Yes, what are the products needed?
Gowthaman: Deodorant, Cologne, body lotion
5.
Have you ever used any grooming product?
Gowthaman: Yes
Gowthaman: Armani, Axe, Nivea

6.
Do you buy the products yourself? If yes then how much is you purchasing
Gowthaman: I buy myself. But I usually ask friends and refer online what is the
best product available
7.
Gowthaman: I bought it
8.
Gowthaman: Yes
9.
Gowthaman: 10 years
10.
Gowthaman: Every day
11.
Gowthaman: Once a month
12.
In a combined hair and beauty salon, would you use both the hair and beauty
services provided?
Gowthaman: Yes
13.
visit a salon?
Gowthaman: Mobile hairdresser would be cool and I can avoid waiting in line
14.
Gowthaman: Very much
15.
Gowthaman: No
16.
If we have to launch grooming products for men, what are the products we
should target?
Gowthaman: Hair gel, Cologne, After-shave lotion
17.
celebrities)?
Gowthaman: Suriya
18.
What, according to you, is the scope for this product in rural India?
Gowthaman: Very less.
19.
fairness)
Gowthaman: Every man shaves at least once a month. You can start selling
shaving products.
Name: Dilani Rabindran
Age: 25
Profile: Fashion Designer, Canada
1.
Dilani: Haircare and skincare
2.
Dilani: Haircare: L'Oreal Paris, Tresemme, Sunsilk, Vatika, Moroccan Oil
Skincare: Neutrogena, Dove, Jovees Ayurved, VLCC, Garnier
3.
Dilani: No
4.
Dilani: They are necessary components of hygiene care, regardless of personal
style
5.
Dilani: Yes
If Yes, what are the products needed?
Dilani: Equipment: razors, hair clippers, tweezers; Products: hair gel, shaving
cream, face wash/cleanser, sunscreen, lip balm, face lotion, body lotion
6.
Dilani: Yes
Dilani: Facial cleanser (Neutrogena), facial scrub (Neutrogena), face mask
(Jovees), Sunscreen (Neutrogena); Hairspray (Tresemme), Curling mousse (Tresemme),
Hair oil (Vatika), Hair straightening serum (Moroccan oil)
7.
Dilani: Yes, I buy them myself. A lot of my purchasing decision is influenced by
friends and my hair stylist who recommend certain products they have used before.
8.
Dilani: Started after a hairstylist used them on me in the salon; after seeing the
results I wanted to achieve that style at home on my own. And for skin care, I began
diligently using these skincare products after I saw a dermatologist and they
recommended a certain daily skin regime.
9.
Dilani: Yes.
10.
Dilani: 5 years
11.
Dilani: Daily
12.
Dilani: Yes. Once a month.
13.
In a combined hair and beauty salon, would you use both the hair and beauty
services provided?
Dilani: Yes.
14.
visit a salon?
Dilani: Prefer to visit a salon.
15.
Dilani: Very important.
16.
Dilani: No, it is very common nowadays and most people appreciate a well
groomed man.
17.
should target?
Dilani: Beard/facial hair maintenance and facial skin care products
18.
celebrities)?
Dilani: Athletes and younger film stars with prominent facial hair (ex. Virat Kohli,
Rana Dagubatti)
19.
Dilani: I am uncertain of its scope, but the reach of television and films is so
wide that youth in rural India are still influenced by current trends in men's style based
on male celebrities seen in sports, entertainment and advertising. So, I would say that
there is still significant scope in rural India for male grooming products, but targeted to
the younger demographic alone.
20.
fairness)
Dilani: Most of female grooming is focused on hair care & clear skin; alternative
to that I think that a good area of focus for male grooming is on beard & moustache
growth and care.
But, clear skin is important to everyone, male or female - so products that focus on acne,
blemish and scar removal are also very relevant to males.
21.
Why do you think this male grooming products are growing in importance these
days?
Dilani: General style and fashion trends heavily influence grooming. What was
once stylish for men was the 'extremely macho man' look, where rugged, unkempt hair
and beards/moustaches complimented baggy clothes, with little shape and usually
reduced color and patterns. The idea of 'looseness' applied to clothing as well as
grooming; little time was spent on male grooming, or much time was spent but to
achieve a look that seemed 'effortless and natural'. Such were the trends for fashionable
males at the time.
Now, we see an almost entirely opposite trend in fashion for males - where we appreciate
slim-fit clothing, and men who can sport color, patterns and trendy jewelry and
accessories. The stylish hipster / suave male look is in, and with that fashion must come
neatly groomed, clean and well-cropped hair and beards to complete the full look.
Name- Sai Prashant
Profile- PGP Student IIM Bangalore
Age- 27
1.
Sai: Shaving cream, trimmers, deodorants. Ponds face wash, clean and clear
face wash, Phillips trimmer, Vaseline body lotion, Axe deodorant, HE deodorant.
2.
Sai: No, everyone needs grooming. Its a basic necessity for everyone. But, in
India the male grooming industry is nascent and is catching up.
3.
1.
2.
No Why? Would you like to use in future?
Sai: Yes, I do. Phillips trimmer, clean and clear face wash, Vaseline body lotion,
Park Avenue deodorant
4.
Sai: Yes, I do buy the products myself. Initially my purchasing decisions were
influenced by peers.
5.
Sai: Im very particular about brand of the products I use. And, brand is very
important of course because it indicated reliability. A product under a reliable brand
name sells more. So a new product under a known brand name is likely to get sold faster
than a new brands product.
6.
Sai: Deodorants- Since time immemorial. Trimmer- second year of college
7.
Sai: Lotions, Deodorants, Face Wash- everyday; Trimmer- once a week
8.
Do you visit salon? If yes, then how often? In a combined hair and beauty salon,
would you use both the hair and beauty services provided?
Sai: Yes, I visit salons. Both regular and professionals. I visit a regular salon (for
haircut and shaving) once in 1.5-2 months. On special occasions I go for professional
treatments.
9.
visit a salon?
Sai: No. I prefer going to the salon. Its about the whole experience that you get
in the process that is important. The salon is more comfortable than mobile hair dresser.
10.
Sai: At workplace, especially in a corporate culture looking presentable has
become very important. Men feel a little conscious because of well-groomed female coworkers.
11.
Sai: No, it doesnt make men less macho. I dont relate being macho to grooming
products.
12.
should target? Who do you think should endorse these grooming products (preferably
Indian celebrities)?
Sai: As the usage of deodorants is very common these days, a new venture
should start with the same market.
Although endorsements by celebrities dont matter much, still the companies can
go for an endorsement by one particular celebrity only. For example, Tresseme is
recognized with Diana Penty whereas Kareena Kapoor is associated with many brands.
13.
Sai: Rural or Tier-3 areas are the laggards of the innovation curve. The main
focus should be on the innovators and early adopters that are Tier-1 and Tier-2 cities.
These, in return, can become the inspirations for the lower tiers.
14.
fairness)
Sai: In my opinion, fairness is not an attribute, which men look for in the
grooming products. We generally look for freshness and something which would not
make our face look oily
15.
Why do you think these male grooming products are growing in importance these
days?
Sai: It has become very important these days to look presentable and attractive.
Even in workplaces, we have to interact with the clients, customers, and stakeholders.
The idea of being well groomed boosts your confidence.
Name: Nikhil Yadav
Ag: 26
Work: CISCO
1.
Nikhil: Grooming enhances your personality. It helps in maintaining yourself.
Some of the products that come to my mind are face wash cream shampoos.
2.
Nikhil: No. I dont think so.
3.
What do you think of Male grooming products? Do Indian Men / Boys need
grooming products?
Nikhil: Yes, they do need. Indian climate is tropical and it demands more
maintenance of your skin and hair.
4.
Do you think that the male grooming industry has scope of growth in India?
Nikhil: Yes, it does have. The overall perception about grooming has changed
over time due to metropolitan lifestyle and more social interaction. They have more
disposable income. Grooming products are no longer a luxury; they are becoming a part
of lifestyle.
5.
Have you ever used any grooming product? Yes - then which products?
Nikhil: Yes, I frequently use products like hair oil, shampoo, face wash etc.
6.
Nikhil: Brands are definitely important. I use LOral Shampoo, Fair & lovely
mens active face cream, Gillette shaving cream etc.
7.
fairness)
Nikhil: Mostly everything that I need is available.
8.
If we come up with an Only Mens shampoo, what are the attributes that you
think should be offered?
Nikhil: The shampoo should create an image of roughness and toughness. It
definitely should not have a fruity smell. It should also deal with problems of hair fall and
dandruff.
Name: Amanpreet Singh

Age: 27
Profile: IIMB PGP student, captain of the IIM Football team.
He prefers different brands for different products as all brands have their own specialty.
Some of the different brands that he uses are: Aroma for fairness cream, LOral for
shampoo, Taft for hair gel. Garnier for face wash. He said that his upbringing has a strong
role to play in him buying male grooming products. His whole family is very conscious in
maintaining their personality. So, he has also developed such a quality. Once he started
working, he joined modeling and since then he has become more and more picky about
getting the right stuff.
He thinks that grooming is for self-satisfaction and not to impress someone around him.
He is indifferent to the peoples opinion about him be it the people whom he hangs out
with or his office colleagues. If he feels good about his own grooming, then he is
satisfied. He feels that a well-groomed male
He spends around Rs 3000/month on products and Rs 4000/month on haircut and spa.
When asked about mens preference towards them buying a unisex product or mens
specific product, he said that exclusivity has a very important role to play if companies
want to sell more. For e.g. a product with unisex and with men only category, the men
only category would be likely to sell more.
He doesnt mind trying new brands once he gets to know about it from his
friends/colleagues.
Word of mouth has a very important role to play in making people aware of the new
products.
When asked about any particular need, he realized that there should be specific set of
sports grooming products. Moreover, he also mentioned that there is a need for men
specific shampoos with the following attributes:
1.
Anti-hair fall, dandruff prevention and avoiding stickiness.
2.
Sunscreen with high SPF
3.
Generally the skin gets a little harsh when one is playing out in the sun. Hence,
we should have a soft fairness cream accordingly.
4.
A body wash, which is more hydrating and having a pleasant odor, is more
important.
5.
There should be a product to take care of tanning as well.
Name: Pranav Garg
Age: 37
Profile: Professor
He prefers buying complete range of products from 1 brand. He focuses more on
consistency and standardization. For 10 years, he has been a Gillette user. For face wash,
he uses Garnier Fructis and LOral. He has related grooming with freshness and hygiene
and doesnt use it to focus much on enhancing looks. Compared to his stint in United
States, he has been using these products more in India because of more dust and sweat
factor here. The frequency of the usage of the data depends on the amount of social
interaction that he does. When he is taking classes, he would increase the usage of those
products. He would prefer using deodorant sticks compared to deodorants. Pranav does
care about segmentation of the products and would be more inclined to buy those
products that are male oriented.
He spends around Rs.1500/month on different products. Moreover, he wouldnt spending

more if the product is a premium product with some ceiling price limit.
According to Pranav, some of the main reasons of the recent growth of male grooming
industry in India is more awareness in the sector. This awareness has been brought about
by
More people travelling around the world leading to more interactions
More disposable income
nudging from women
Advertisements from celebrities
Health consciousness i.e. more people hitting the gyms, leading to more usage of
face washes, deodorants, etc.
Some needs:
1.
Most important attribute in any product is odor. Packaging properly is also
important.
Survey Questions
1.
Do you use any male grooming products? E.g. (Hair Gel/Wax/Cream, skincare,
hair color/gels, hair shampoo/conditioners or moisturizers)
a.
Yes
b.
No
2.
a.
b.
Do male grooming products make men less macho?

Yes
No
3.
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Do you use any of the following Male Grooming Products regularly?

Hair Gel
Hair Wax
Hair Cream
Hair Color
Skin Moisturizers
Skin Cleansers
Anti-Aging Cream
Men's Hair Shampoo
Men's Hair Conditioner
Others
4.
a.
b.
c.
d.
How do you rate the importance of regular Male Grooming?

Very Important
Fairly Important
Not Very Important
Of no importance
5.
Please list below the Brand names of Male Grooming Products that you use
6.
a.
b.
c.
d.
e.
What is the main Quality you look for in selecting a Male Grooming Product?
Product Reliability
Value for money
Recommended to you
Brand Image
Celebrity Endorsements
7.
How much are you ready to spend monthly on male grooming products?
a.
b.
c.
d.
e.
f.
0-500
500-1000
1000-2000
2000-3000
3000-4000
>4000
8.
a.
b.
c.
d.
e.
f.
How do you know about a new product?

Through newspapers ads, flyers etc.
Through commercials shown at movie theatres or television
Through a gift
Through social media (Facebook, twitter etc.)
Through a friend's recommendation
Others
9.
a.
b.
c.
Are you satisfied with the current product line of male grooming section?
Yes
No
If no, please specify the reason
10.
a.
b.
What is your age?

18-25
25-35
References
1.
2.
3.
4.
5.
http://www.euromonitor.com/mens-grooming
http://www.axe.us/
https://www.unilever.com/brands/our-brands/axe.html
http://www.hul.co.in/brands-in-action/detail/AXE/303676/
https://en.wikipedia.org/wiki/Axe_(brand)

Market Research On Male Grooming Industry

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Managerial Marketing

Market research on male

MALE GROOMING INDUSTRY AN INTRODUCTION

INDIA AND OTHER EMERGING MARKETS

IDENTIFYING THE GLOBAL TREND THROUGH THE AXE EFFECT!

Diffusion of Resonance - Shampoo in the market

Male Grooming Industry An Introduction

Sales (% Value Growth), 2009 - 14

Forecast Sales (INR bn), 2014 - 19

Forecast (% Value Growth), 2009 - 14

India and other emerging markets

Identifying the global trend through The Axe Effect!

Men's Bath and

Men's Hair Care

Men's Skin Care

Men's Razors and

Mass Men's Bath

Mass Men's Hair

Mass Men's Skin

Male Grooming Products: Classification

2013 (INR Million)

2014 (INR Million)

- Men's Razors and

- Men's Bath and

- Men's Hair Care

- Men's Skin Care

Male Grooming Products: Sales

Hair looks good and shiny

Market share of distributors-2014

Health and beauty specialists

Growth of Non-store Retailing

Market Share - Shampoo

Market Share 2011

Expected Growth of Shampoo Market

Hair Gel; 9% Hair Wax; 3%

Skin Moisturisers; 15%

Skin Cleansers; 14%

Grooming Products for men

Product characteristics needed

Expected monthly expenditure on male grooming products

Social Media; 15%

Diffusion of Resonance - Shampoo in the market

Market Testing: Resonance

Print Ad: 3 variants of Resonance

Print Ad: Resonance Anti Hairfall Shampoo

L'Oral India Pvt Ltd

Dabur India Ltd

Table 1 : Breakdown by company

Salon Hair Care

Total Hair Care

Table 2 : Expected Growth in Hair care Segment

Below is how we have divided them into age group 19-35

Assumption: Total urban population is 32%

Are grooming products a ladies-only thing?

Name: Gowthaman Ilango

Gowthaman: Armani, Axe, Nivea

Name: Amanpreet Singh

He spends around Rs.1500/month on different products. Moreover, he wouldnt spending

More people travelling around the world leading to more interactions

More disposable income

nudging from women

Advertisements from celebrities

Do male grooming products make men less macho?