Presented by:Tu Anh

Pema LamaDawood Abbasi

Daniela HindererAnastasia VoroninaPililani Fisho Mwale

ContentsTarget MarketValues, needs and MotivationExtended selfMarsProduct relationshipSensory PerceptionReferencesDecision making process

Target Market• Name : David Mosby • Age: 25• Born in New york, USA• Currently in Paris, France• Employed as Assistant Manager in

Zara• Masculinity

Values, needs & motivations• Safety–Stability in life

• Belongingness (social)–Socialize with other man– a “group feeling”

• Ego (esteem)– look good and feel confident

Values, needs and motivations• Motivation conflicts (Approach-Avoidance) - look good vs

spend time with friends

• Drive theory’s homoeostasis- needs to reduce unpleasant states of arousal

Extended self

• Individual level- Need to look attractive- I, me and myself- Blind date / Interview /

Facebook

Extended self

• Group level- Comparing yourself and others- Ego- Sikhs not cutting their hair

Mars• Look good everyday• Sharp, clean, groomed & styled •Majority shares in Shiseido,

Bed Head and L’Occitane• Package• Sauna, drinks & snacks, stylist

Mars • Suffer in a feminine spa • Unique features : –No spa music–No waiting lounge flipping

through magazines–Sports and business news on

big screen TVs–Theme

PackageThe Wedding

Shaving /Hair / Manlycure Body Scrub /Body hair

**********

The Gala Shaving/Hair/ Manlycure /Body hair

************The interview

Shaving/Hair/Manlycure

Relationship• The environment

• Product and service satisfaction

• Looking good factor + feeling good factor

Sensory perception

• Vision

• Smell

• Feeling

Reference group

• Work group– influence

• Virtual groups/ community–advantage of anonymity

Power of reference groups• Reference power - Celebrity: hair dresser/stylist • Legitimate power

- Professionalism and comfortability• Reward power

-Bonus and complementary package

Brand involvement• Socializing and networking• Image creating- celebrity appeals (Brad Pitt, Hugh

Jackman)• Discounts• Loyalty card• Advertisements

Decision taking process• Problem recognitionMen’s body need equal treatment as

woman!!!!• Information research• Evaluation of Alternative• Product choice• Outcomes

Pimples Body hair

Blackheads Body odour

Wrinkles dryness/oiliness

Decision taking process• Information researchMARS- Introvert about beauty- Private and open new life for men’s

beauty- Website/ newsletter/group

discussion

www.uk.askmen.comwww.uk.askmen.com

Decision taking process• Evaluation of alternatives- Self-service- Psychology• Product choice- Respect privacy and feelings- Everything is simple- The environment

Decision taking process• Outcomes

THANK YOU!!!!