Submitted By: Rohan Jagtap 167 Sweta Mantri 177 SIMC IInd year

1. Anti Ageing cream for Men RohanJagtap 167 SwetaMantri 177

2. Indian skincare market ~ Rs 2,100 crore Skincare moisturiser market ~ Rs 1,600 crore Premium Skincare Market ~ 450 crore Skincare market has been steadily growing at 16 per cent as of last year Anti-Ageing Market ~ 60 crore Male grooming market in India worth – 695 crores (source – A C Neilson survey 07) Growing at a rate of 11 percent. In Metros alone, it is growing at 12 percent Market Information

3. Anti-ageing solutions are nascent but gaining ground Fastest growing segment in the skincare market (approximately 3 per cent of the overall skin category, it has doubled in the last three years) Development of the skincare category in India Growing consumer awareness Trends

4. Emami group – Fair and Handsome cream HUL group – Fair and lovely mens active cream Nivea for men – whitening moisturiser, multi white – whitening foam Garnier - Garnier Men’s powerlight face wash and moisturiser The importance of the male grooming market in India is clear, with the market worth Rs.695 crores (YTD Jan'07) and growing at a rate of 11 percent. In Metros alone, it is growing at 12 percent .The categories witnessing significant growth include Creams, Gels and Deodorants. As if on cue, the markets have witnessed the launch of several beauty products targeting men-only in recent years. Strategy Current Players

5. To introduce an anti ageing cream for men and further introduce an anti ageing segment for men after the success of the fairness cream segment There is no anti ageing cream product in India We have a growing population of well aware and well earning men who are increasingly investing into looking good We would like to introduce this product as an brand extension to one of the already established brand in the market the Nivea for men range of skincare products for men Strategy

6. In May 2007, Beiersdorf AG, the German company which owns Nivea, a major global skin and body care brand, launched a new line of products under the 'Nivea for Men' name in India. The Nivea for Men line included two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam. (In addition to the whitening products, the Nivea for Men line also included Deodorant Aqua Cool, Multi Protecting Facial Foam, Moisturizing Shaving Foam, and Shaving Gel.) In May 2007, Beiersdorf AG, the German company which owns Nivea, a major global skin and body care brand, launched a new line of products under the 'Nivea for Men' name in India. Nivea

7. The Nivea for Men line included two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam. (In addition to the whitening products, the Nivea for Men line also included Deodorant Aqua Cool, Multi Protecting Facial Foam, Moisturizing Shaving Foam, and Shaving Gel.) The launch of the Nivea for Men line in India marked the company's entry into the male grooming segment in the country. In India, Nivea had been primarily known for its moisturizing creams. The launch of the new line was supported by extensive promotional activity, including television and print advertising, as well as a large number of point-of-sale activities.

8. This brand extension of Nivea for men’s range of products with an introduction of an anti ageing cream for men will allow nivea to be perceived about as a serious brand which actually is looking out for men's total skin care It would also help them gain the first movers advantage of creating the segment in India and will create a niche for itself in the men skin care range Branding strategy for Nivea:

9. The convention in the market: Men still hardly look after themselves as much women do And Ageing and ageing skin only concerns women DISRUPTIVE IDEA - Ageing worries everyone and scares every irrespective of men or women Men too like age gracefully and still look good no matter the age Vision –Provide a solution to help men take a preventive measure to help them take good skincare to help them look good in their older years as well by trying to delaying ageing of skin and being preventive to handle the consequences of ageing skin or the damage done with ageing on skin Applying the disruption concept

10. The marketers in this product segment think that when it comes to skincare men are only worried about fairness As most of the brands and have products for skin whitening and have positioned them as fairness creams and whitening creams and products The larger view about what all skincare entails is lacked by the marketers They have restricted their product offerings to only fairness and skin whitening products and we would like to challenge this code by the point of view that skin care means looking after your skin and taking care of it and especially before it shows ageing signs Category Codes

11. The target audience for the anti ageing product: Men between the age of 35 to 45 Psychographics and demographics The product will be targeted mostly towards the urban working male in the SEC class of A+ , A and the middle class Messaging Messaging would involve – the importance of skin care for graceful ageing and how it a very important factor for good personal care irrespective of being a male or a female And one has the right to look good no matter what age The Campaign

12. Developing a social networking site exclusivelyfor Men to discuss their lifestyle questions skincareand healthcare questions This should be a success as there are hardly any platforms where men can discuss certain issues like skin care that freely This site will be under the name of Niveabrand for men It will be called the Men’s Squad. The Campaign…

13. The objective is to start a campaign for graceful ageing for men on the site and in print and tvmedium where in we could provide them expert advice on ageing and its effect and how to get prepared for it, starting with good skin care For this expert advice we would rope in experts from various fields such asDermatologists, Dietician, Yoga experts, Ayurveda experts, Fashion experts, Exercise experts, Psychologists for proper and over all guidance to help them prepare for the fact of ageing and embrace it To promote this campaign we will have Saif Ali Khan as our Brand Ambassador The Campaign…

14. It could also be a paid service online – to make it a profitable venture where in you get expert advice at a certain cost without having to take out the time and visit each of them personally sort of a one stop solution The above actually will help spread awareness about the cause of graceful ageing and thus support the brands product as well Similar branding could be done in embedded advertising in films with popular actors for films of popular banners The Campaign…

15. A section will exist where men can upload their pictures like Before and After using the cream. Experts will comment on the same and recommend further on the basis of the change. Strategic PR should help us launch the brand – the right media coverage – helping spread knowledge about the product and its usage to men in popular men’s magazines and popular national English dailies The Campaign…