Presented by: Stephania Andrade, Mosmi Bhakta, Ken Chan,
Alice Chang, Fei Ou & Jamie Shih
For Real MenShampoo + Conditioner, Shower Gel & Facial
Cleanser
Company Background
company background its competitors entering men's cosmetic market
(graph)
Marketing Mix
Product R Functionality Styling/packaging
Price Suggested retail price
Place/distribution Distribution channels
Target Market main target market: men from 15 to mid 30s average Joe type median income young working men
▪ aspired to be attractive to women▪ like to party, workout, and listen to music
parody display - many upscale consumers today buy inexpensive
products thus, R’s target market is open to male
consumers in both middle and upper class
Marketing Communication Strategy
Everything exclusive only to R for Men.
General beliefs Boost in self-esteem and become
more attractive.
Print Advertisement
Marketing Communication Strategy: Medium Print ads :
Rolling Stones, Maxim, Men's Health, Men's Fitness & Sports Illustrator and ads at gyms
TV Advertisements: ESPN SNL 3 and half Men Bing BangTheory Late Night Television (ex. The Tonight Show)
Marketing Communication Strategy: Advertisement
utilitarian part - for function convenience - characteristics (combination of body wash and
facial cleanser, shampoo, sold separately) guerrilla marketing unconventional locations and intensive word-of-mouth
campaigns to advertise our product street teams distribute samples at different locations. such as
sports events, mall, and gyms social networking and crowd power to generate buzz - -->
http://www.bzzagent.com/ such as having credible athletes writers to create blogs about using "R“
advertisements on ESPN.com and nba.com young opinion leaders from different social networks to "tweet"
and "facebook" about our new product James Franco as our celebrity endorser to catch more attentions
regarding "R"
Marketing Communication Strategy: Advertisement
Color Appeal Perceived Risk Product Position
Branding Strategy
masked branding Due to market research we determined
that consumers were unable to disassociate Revlon from women's cosmetics
creates this sense of mystique and uniqueness since it's never been heard of even though it is still owned and created by Revlon
Personality/Emotion/Self-Concept Personality
young, energetic, masculine, powerful, mysterious and sexy
celebrity endorsement, celebrity-brand match Emotion
self-esteem advertising remedy to negative feelings stimulate positive feelings
Self-Concept self-concepts that gratifies men's ego and desire to
look attractive to women masculine self-concept
Attitude Change Techniques
MOST APPROPRIATE: Liking and Consensus Consistency Authority
LEAST APPROPRIATE: Scarcity
Learning Theories observational or modeling theory
behaviors are learned by watching the outcomes of others’ behaviors
employ celebrity endorser to be the spokesperson of the product
instrumental conditioning rewarding the purchases made by
customers with positive outcomes that serve to reinforce the behavior
Media Images of Men
male sex role as tough, muscular and aggressive
applying cosmetic products = feminine. media exposure about the images of men metrosexual has been introduced by the
media describe those straight, urban males that are
interested in fashion, home design, gourmet cooking, and personal care.
ubersexual
Questions?
at the end. we
