Designing a New Male Grooming Product offering for the Uk Market

Designing a new male grooming product offering for the UK market:

Market Research and Market Analysis

ViDieu

(NEVILLE - Clean & Shave Gel)

Contents

1. OVERVIEW

1.  Executive Summary
2.  Introduction
3. Market Overview

1. MACRO-ENVIRONMENTAL ANALYSIS: PESTLE

1. Political and Legal Analysis
2. Economic Analysis
3. Social Analysis
4. Technological Analysis
5. Ethical Analysis

1. MARKETING STRATEGY: STP

1. Segmentation
2. Targeting
3. Positioning

1. RECOMMENDATIONS:

1. Marketing Recommendations:
2. Conclusions

1. REFERENCES

1. OVERVIEW

1.  Executive Summary

ViDieu (Neville – Clean and Shave Gel) is one of the new product of Cowshed brand, which is known as a spa and started up at Somerset, England in 1998 and now has eleven spas across the world (Mintel 2015b, p.21). In general, Neville is “the ultimate in premium British grooming for gents who like to look sharp in seconds” (Mintel 2015b, p.22). Clean and Shave Gel, in particular, is a two-in-one product with the organic formula which is nowadays very popular in the choice of customers for it is good for not only beauty and appearance but also health. Most people have a trend to live healthier so that they can enjoy life more (Mintel 2013). Especially, the product is suitable for all types of skin and vegetarians (Mintel 2015b) so it is very convenient both in usage and in the choice for suitable skin type for men who do not know clearly about their own skin and say that their skin is neutral (51%). The potential product is focused on 25-34 aged male individuals in the ABC1 socio-economic group who are becoming optimistic in their financial conditions and in consumptions while C2DE group showed that their financial became worse in 2014 (Mintel 2015b, Keynote 2014a, 2014b). For the above benefit, the report offers the product as a potential one for men in the UK market.

1.  Introduction

These days, there has been a fluctuation in the men’s facial skincare market. In general, it increases significantly in 2013 (13%) and gradually in 2014 (1%) showing that men have more interest in taking care of their skin routines and there would be more space in the market for the cosmetic company. It is interesting that the number of men choose products for themselves is high, about 67% and purchase for their own products is approximately 54%. Moreover, men are often searching specialized products for the gender, not using the product with women (Mintel 2015b).