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HTTP://PAKISTANMBA.JIMDO.COM
FOR DOWNLOADING THIS REPORT AND FOR MORE PROJECTS,ASSIGNMENTS, REPORTS ON
MARKETING,
MANAGEMENT,
ECONOMICS
MARKETING MANAGEMENT,
ACCOUNTING,
HUMAN RESOURCE,
ORGANIZATIONAL BEHAVIOR,FINANCIAL MANAGEMENT
COST ACCOUNTING
VISIT
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THE CUSTOMER
BEHAVIOUR IN THEMENS COSMETICMARKET IN INDIA
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Objectives
To identify the relationship existingbetween those men and the cosmeticsworld
To understand the consumer behavior inthe mens
cosmetics market and to explain in why it
has such evolution
To what extent the theory that was found
were relevant with the reality
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INTRODUCTION
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BACKGROUND & PROBLEM
Everyone wants to be beautiful
Growing concern is a gold mine for the
cosmetic brands Cosmetics are substances used to enhance
the beauty of the human body
Business of selling cosmetic for men is
booming since a couple of year Development of fashion magazines for men
reinforces the new concern of the men fortheir appearance
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PURPOSE
Focus will be on the relationship thatmen have with self-appearance andcosmetics or beauty care product.
Is it relevant to talk about mensmentality? Or is it rather better to definedifferent targets with different needsand wants?
Different marketing strategies? Impact of advertisement ?
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THE
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THE MARKET OF MENSThe market of mens cosmetic is relatively a
new marketNiche market
The masculinity of the womens products
Changes in the men fairness creams marketv. Blossoming (rapid development) ofcosmetics for men
vi. Opportunities of the market
vii. Forecasting The market in facts
ix. The global cosmetics market
x. The mens cosmetics market in India
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THE ACTORS - LEADER,CHALLENGER & THEIR
Beauty industrials stakes
The market actors
ii. Cosmetics industry leaders
iii. Care universe actorsiv. Independent cosmetics makers
Competition analysis
vi. New entrants threatvii.Substitutes threat
viii.Suppliers power
ix. Customers power
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STRATEGIES &TARGETS
Differentiation by the distribution
ii. Sales in specialized selling points(pharmacies, institutes, spas)
iii. Sales in perfumeries
iv. Sales in super storesv. Peculiarities
vi. Distribution through the Internet
Brands positioningviii.Nivea for Men
ix. Fair & Lovelys Menz Active
x. Fair and Handsome
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Marketing Mix
Productii. The packagingiii. The brand name and lexical field
iv. The line
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PromotionII. Advertising investments
III. Brands name & products nameIV.Communication strategies: 2 types
Media communication
vi. Pressvii.TV
viii.Internet
Non-media communicationx. Sponsoring
xi. Sales promotion
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Price, Different
Strategies andTheoriesPrice depends on
the cost of the productthe positioning choice
the evaluation of the competition
the vision of quality and the value
perceived by the price
The channel of distribution
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PlaceSuper storePerfumery anddrugstore
The others
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Men in Indian ads are portrayed in a traditional
manner. However they are also portrayed in aless macho-dominant manner in magazine adsthan in ads from countries such as UK, US andother western nations.
Indian ads also tend to portray men as equal towomen, in a contrast to those in other countries;recent studies in the US suggested that men weremost often portrayed in athletic roles in ads, avery small fraction of Indian ads showed men insuch a role.
Male portrayals in ads have undergone moresignificant changes than female portrayals. Men
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Indias emergence as one of the fastestgrowing markets in the consumer durablessegment and the success of male-orientedproducts like insurance, medical, industrial
and technology related products.Men are often considered to be the primary
decision makers as they are the breadwinners of the family.
Studies suggest that the number of ads inbusiness and general interest magazines inIndia has increased tremendously while the
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ADVERTISING
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Why Advertise ?
Almost every business needs topromote itself in some way,reaching out to new and potential
customers For businesses with large numbers
of target customers in well-definedmarket segments, advertising is
often a cost-effective way ofcommunicating with them
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Some organizationaldilemma
Setting promotional objectives anddeciding whether to advertise ornot
Determination of the advertisingbudget
Deciding where and when toadvertise
Selection of the target groups
Deciding on the content to be
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What could be the A need to create awareness of
something, or change customer
attitudes For creating a reputation as themarket leader to maximize priceand win long term contracts
Creating brand awareness not onlymakes a product easier to sell, butalso makes it easier to launchnewer products
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Contd..
For conveying specific messages tothe market like informing people ofa special offer or a particularbenefit associated with a product
If the product is suitable, theobjective will be to create salesthere and then
Firms try to keep up front of mindawareness amongst their existingcustomers to ensure that they are
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5 SMART steps tov rti in
Specific: About whom to communicate with Measurable: Is advertising the most cost
effective way of achieving objectives incomparison to other forms of promotion ?
Acceptable:The advertisement & mediashould suit the firms image
Realistic: In terms of budget and the message Time-limited: Should not be unnecessarily
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Points to remember with
r t t .Who are you (firm) trying to reach?
Common characteristics that
define the target market likeconsumers in the samegeographical area or from thesame socio-economic background
Whether to reach end-users orintermediaries?
Clarity about who makes the
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Points to rememberwith r t t .
qWhat media should best reach the target market? Advertising is only cost-effective if it reaches a
readership or audience which significantlyoverlaps with the target audience
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Points to rememberwith r t t .qWould advertising carry the right
message?
Generally speaking, advertising worksbest when they carry a concise message
The form of advertisement physicallylimits the message. For ex. Banneradvertisements on websites work bestfor very short messages
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Points to rememberwith r t t .qWould advertising work within the time
limits?
Preparing an advertisement forpublishing or broadcasting can taketime, depending on the media
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Points to rememberwith r t t .q Are there cost effective alternatives?
Depends on the target audience
Depends on the advertising objectives
Depends on the budget
Depends on the time horizon
Examples: Personal selling to buildrelationships, PR for building reputation,trade exhibitions & conferences, website
promotions etc.
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Money matters !!!
Analyzing how much was spent inprevious years and measuring itseffectiveness in relation to businessobjectives
When competitors are advertisingheavily, the firm needs to match theirbudgets to ensure its message is heard
When new competing products are
launched, there is need to fight thethreat
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Money matters !!!
Launching a new product in a newmarket needs heavy spending to createawareness
However, if product is well established,advertisement spending can be limitedto front of mind awareness campaigns
The choice of medium will depend on thebudgetary constraints
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Media Selection
Identification of the target marketsegment before selecting the mostappropriate media to reach the segment
Keeping a close eye on wherecompetitors advertise
Asking a selection of consumers from thetarget market what they read and watch
Analyzing characteristics and spendinghabits of consumer groups for socio-economic segregation
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Media Selection
A close scrutiny of the different sizes andtypes of advertisement media anddifferent positions
How much will the ad cost to produceand run?
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What and when??
qThe objectives determine what aspectsof the product/service are to behighlighted and when to advertise
q Since an advertising campaign is just
one part of a firms marketing strategy,it should be suitable for its product orservice
For example, ads to generate immediatesales are not suitable for products that
require demonstration or specialoperating skills
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What and when??
q An advertisement strategy should becentred around a single, solid benefit
The firm must know what motivates itstarget audience
The message should be simple yeteffective
qThe timing of the campaign is critical
Plan to target customers when they aremost receptive
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