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Male Cosmetics

Male Cosmetics. Annie Chan Winnie Chan Mavis Wong. Cleansers Shaving Skincare Specific care. 3 major steps in target marketing. Step 1: marketing segmentation. Step 2: target marketing. Step 3: market positioning. Market Segmentation. Geographic Segmentation Demographic Segmentation

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Male Cosmetics

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  1. Male Cosmetics Annie Chan Winnie Chan Mavis Wong

  2. Cleansers • Shaving • Skincare • Specific care

  3. 3 major steps in target marketing Step 1: marketing segmentation Step 2: target marketing Step 3: market positioning

  4. Market Segmentation • Geographic Segmentation • Demographic Segmentation • Psychographic Segmentation • Behavioral Segmentation

  5. (a) Geographic Segmentation • Same products as Paris • Different in: • Promotion • Advertising • Sales effort

  6. (b) Demographic Segmentation • Age Segmentation • 20-34 years old • Occupation Segmentation • Office workers • Professional • Reasons • High purchasing power • Care their appearance • Willingness to accept new products

  7. (c) Psychographic Segmentation • Lifestyle • pursue pleasure • Personality • concern their appearance

  8. (d) Behavioral Segmentation • Benefit Sought • Quality • Reason • Improvement of skin • Desire to have healthy skin • Service • Reason • Well-trained & knowledgeable salesman • After-sale service • Professional consultation

  9. Target Marketing 1) Evaluation of our market segment 2) Selection of target market segments 3) Our chosen market coverage strategy

  10. (1)Evaluation of our market segments • Segment size and growth • Segment structural attractiveness • Company objectives and resources

  11. (a) Segment size and growth

  12. (b) Segment structural attractiveness • Effect of competitors • low • Competitors’ images are not strong enough • Competitors do not have heavy promotion on their products in the market • Example: FANCL House, The Body Shop FANCL House Product

  13. Effect of substitute product • Price • large company for back up • Profit • existence products in the market have loyal customers

  14. Effect of power of buyers and suppliers • Buyers: weak • LANCOME for back up • Suppliers: weak • Long term suppliers • Good relationship with the suppliers • Quality and quantity will not be easily affected • Cost will not be easily affected

  15. (c) Company objectives and resources • Company skills and resources • Expert of skin care • ‘Unlimited’ resources • Competitive advantages • Well-known cosmetic company • High quality services and products

  16. (2) Selection of our target segment • All segments • Right size and growth • Attractive • Qualified and sufficient resources will be provided

  17. (3) Our chosen market-coverage strategy • Concentrated marketing • A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches

  18. Reasons for choosing concentrated marketing • Product’s life-cycle stage • New product • Practical • Get a foothold -> able to compete • Have a greater knowledge of consumer needs

  19. Have improvement of our products in the future • Have potential market for our targeted segments -> further investment • Help to highlight our image

  20. Positioning strategy • Identification competitive advantages • Choosing the right competitive advantages • Selecting an overall strategy • Communicating and delivering the chosen position

  21. Identifying competitive advantages • Services differentiation • After-sales service • Follow up cases • Membership • Promotion leaflet • Consultation provided by our salesmen

  22. Personnel differentiation • Salesmen • Male will be hired and trained as sales • Image differentiation • Strong image

  23. Choosing the right competitive advantages • Services differentiation • Personnel differentiation

  24. Positioning Statement To busy modern men who need dedicated skin care, LANCOME HOMME is the new line of male cosmetics, that gives you personal attention and personalised treatments

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