advertising and copy testing

8/14/2019 Advertising and Copy Testing

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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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