Men’s Skin Care and Grooming Industry in India

RMD Project Report – Group 2


TABLE OF CONTENTS

       S.No     Topic                                                                                        Page Number

  1. Introduction                                                                                        2
  2. Management Decision Problem                                                        2
  3. Marketing Research Problem                                                                2
  4. Hypothesis                                                                                        3
  5. Secondary Data Analysis                                                                        4
  6. Players in the Industry                                                                        5
  7. Symbolic Analysis                                                                                6
  8. Factor Analysis                                                                                8
  9. MDS Analysis                                                                                11
  10. Conjoint Analysis                                                                                12
  11. Some More Insights                                                                        19
  12. Conclusion                                                                                        20
  13. Recommendations                                                                                21
  14. Appendix                                                                                        22
  15. Category Wise Study                                                                        22
  16. Questionnaire                                                                                25

introduction

India’s men’s cosmetic, skin care and grooming market is currently worth $44 million. Even though the industry is growing at a resounding 46 per cent rate annually, it continues to focus heavily on women cosmetics. There is a gap in what the urban male wants and the value offered by the current range of products. The growing health and environmental concerns have also created a new opportunity in the herbal and organic skin care product market. Through our project, we aim to study the men skincare/grooming/cosmetics industry, the existing categories, players and products, their positioning, customer attitudes and hopes to conceptualize the ideal product range for men.

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This midterm report primarily focuses on defining the Management Decision Problem, Management Research Problem, Research Questions and Hypotheses. It also includes secondary data analysis – depth interview, focus group discussion, expert interviews and a questionnaire checklist.

management decision problem

Should ITC introduce products in the male skincare/grooming/cosmetics industry in India, and if so what should be their range across categories?

Marketing Research problem

To determine consumer preferences and purchase intentions for the range of products to be introduced by ITC into the male grooming industry market in India

Research Sub Problems

  1. To determine if a market ...

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