Workshop Session 1
Tutor: Dominic Medway
Room: MBS West 3.97
Session Dates: April 09, 2011 - April 11, 2011
Our customer
The market
Marketing mix
Future
Concept
Mintel - Male Grooming and Personal Care Consumer – UK, July 2010
Product Brief
- Anti-ageing
- Hyperpigmentation
- Lack of moisture
Q dos
Quality dermatological
organic
simple
Q dos – Product
- Moisturisers
sun - Eye Care
Q Q -
-
Regular SPF 15
Extra SPF 30
dos dos Q
home away dos - Green Tea
eye - D-Panthenol
- Hyaluronic Acid
SPF 15 SPF 30
- Fairtrade
sun - Recycled packaging
Q Q - Simple colours
dos dos Q - Clean text
home away dos - Bold text
eye
SPF 15 SPF 30
Successful
Intelligent
Confident
Active
Effortless
Enduring
Understated
Q dos – Association
low
price
Q dos – Price Position
£100 / 50ml
£25 / 50ml
£20 / 50ml
£15 / 50ml
£10 / 50ml
Q dos – Channels
Key issues
- Applies to channels & distribution:
Rebates
Incentives
Sale or Return
Depilatory
Distribution
Price
Segment
Channels
Hair Colour
Communication
Q dos - Recommendations – Future...
Near Field
- EU - Similar demography
- May need brand localisation
Mid Field
- Asia & Russia – Developing middle class
- Emphasise high quality from Europe
- Little product localisation
Far Field
- Nigeria – Emerging middle class
- Emphasise high quality from Europe
- Localise product for hotter climate & economy
Q dos
References
50plus.co.uk
•http://www.youtube.com/watch?v=5sC5Mbv43S4 Accessed 14 April 2011
Office for National Statistics
•National Population Projections - 2008 - Series PP2 No 27
Male Grooming Review
•Top 10 Mens Moisturisers – 2010 - http://malegroomingreview.com/mens-
moisturisers Accessed 14 April 2011
Mintel
•Men's Grooming - UK - June 2010
•Male Grooming and Personal Care Consumer – UK, July 2010
•Mature Beauty - UK - September 2009
Ampuero, O. and Vila, N
•Ampuero, O. and Vila, N. (2006) ‘Consumer perceptions of product packaging’,
The Journal of Consumer Marketing, Vol. 23, No. 2, pg. 100-112
Till, B
•Till, B (1998) ‘Using celebrity endorsers effectively: lessons from associative
learning’