MARKETING MANAGEMENT QUIZ

Name: Zohaib Hasan Nizami

Enroll: 02-322201-021

Class: MBA 1-A Weekend

1- Why men were hesitant to groom in the past and what are the conditions that allow them do
so now? Why is Asia a driver of this market and why might this be considered ironic?

Answer:

Historically talking about men’s beauty grooming was considered a controversial topic as it was a
threat to the masculine image of men in the world. As the era changed, Men in Asia started coming
out and showing more interest in looking pretty, Grooming and fashion in Asia did not take the
connotation of one’s sexual orientation. Grooming in Asia was more about looking good and clean

2- What is a "lead, market and why is South Korea acting in that capacity in the men’s grooming
industry?

Answer:

A “lead market “is the word that can be used for the country or a region which is renowned for its
adaption of the innovative design. South Korea is the leader or an influencer in Asia when it comes
to men’s grooming. In this case, a term lead market can be related to the opinion leadership.

South Korea is leading in the capacity of the male grooming because of their celebrities hence
corresponding to the fact to the opinion leadership idea. The boy band BTS has swayed not only
Koreans but also neighboring countries in the region towards the idea that men can also groom
themselves and interested in fashion lifestyle. Also, the use of feminine items such as eye pencils
and lip gloss have influenced non-celebrity males to follow the suit as well.

In Korea, there is psychological explanation for being the leading market in the male grooming
products as well. From day one of their lives South Koreans are taught to fight for their survival and
take lead in the cut throat competition that is their life. This competition also leads to the idea that
not only they would like to compete with the opposite gender in intellect but also in looks. They
believe that it massively increase their chances of finding their soul mate if they look as good as
them. Also, in South Korea looking young is equaled to the fact of having more abilities

3- Using South Korea as a benchmark, what are the segments within the men's grooming market
and how would you differentiate the marketing strategy between these segments?

Answer:

Apart from metro sexual and uber sexual sections of customers, Men grooming business were
towards other marketing opportunities I.e. NOMU (no more uncle), JOOBAEK and YUMMY. NOMU
represented those who wanted to get rid of the uncle tag, that was too old or UN fashionable
MARKETING MANAGEMENT QUIZ

whereas NOMU was getting trendy just with clothing and by the passage of time it was turning more
and more to grooming. (Skin products, facial spas)

There are two market segments; Metro sexual and uber sexual. Metro sexual were men who
preferred kind of woman fashion and uber sexual were men who looked more masculine, Uber
sexual men preferred rugged look, whereas metro sexuals were more into cosmetics products and
dermatologic surgeries.

4- Why are the reinvented barbershops important as retailing venues for men's grooming?

Answer:

The traditional barbershops provided services that were very basic allowing the user to have basic
services like trimming, shaving and hair-cutting. The listed below are the points to distinguish
between traditional barbershops and the reinvented barbershops:

• Barbershops in the past were where man went to get shave and haircut. Plain and simple. In
recent times metrosexual want much more than simple haircut and trim. They were now
looking for getting perm, highlights and more demanding hairstyles.
• Barber shops transformed themselves into full-service beauty salon offering customized
grooming to match one’s face type hair and even profession
• Consultation about skin and hair were also being given in the reinvented barbershops
• It also included tips of fashion and eating making it a complete lifestyle shopping experience

Thus, all the provided services increase the importance of the reinvented barbershops amongst the
people.

5- How can success in men's grooming be achieved and sustained by using technology, and cross-
country and/or cross-industry opportunities?

Answer:

Cross country demand

Though grooming of men was a global phenomenon, there were the differences in demand for
specific grooming products and services between countries and region. The lead market in Asia was
South Korea, whereas for Europe, UK was considered. Grooming companies needed to discover the
“next” Korea or the “next” UK as these niche markets could portend much larger ones in the future.
In media exposure the cross country fertilization of style occurred, in some cases. Such phenomenon
date all the way back to Elvis Presley and Michael Jackson and their stylistic influences the world
over. The k-pop band BTS appearance on the Ellen DeGeneres talk show possibly have triggered
interest in their “style” among North American men, in addition to their existing influence in Asia.
Cross industry demand
The cross industry demand growth relates understanding the customer and how well the sub
categories of fashion products collaborate with each other, its example was when HERR barber shop
allowed timberland to showcase its products
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6- Assume you are the CMO (Chief Marketing Officer) at Amore Pakistan. You are developing a
new line of natural lip gloss for men. Which segment will you target among those presented in
the case? Will you use a new brand name or extend it from a women's line?

Answer:

-The traditional view of Asian women of natural beauty is deeply rooted long before the
introduction of other westernized products. Overseas goods are harsher to the skin of our local
people because of the change in climate.

Next determinant are their internal business perspectives. Amore Pakistan constantly conducts
Research and Development as well as new products. They have created several brand hierarchies to
target different target markets. Amore Pacific also initiated door to door. This gave Amore Pakistan
a stronghold in the industry and have gained a dominant position using this channel. The women
who sold their products were known as “Amore Ladies”. They provided beauty counseling, home
treatments and massages strengthening relationships within its customer base thus creating value
for Amore Pakistan in consumers mind. The customer segments Amore Pakistan would like to target
is the men who are inspired the celebrities like David Beckham and Bollywood actors who have
crossed off the once tabooed idea in the conservative country like Pakistan.

The extension of the women’s line will be more suitable because of the brand value worldwide have
already been created and people in Pakistan generally tends towards are popular brand name.

7- Is there a danger in focusing too much on just one country, i.e., South Korea? Should other
countries in Asia, e.g., Japan or China, also be a benchmark for male beauty trends?

Answer:

South Korea is so progressed when it comes to beauty but I think there is danger in focusing on just
one industry other countries should also take participation in small segments with respect to their
growth and market segments available to give a diversification touch. The following are the
disadvantages for having a single market:

• Trade diversion may result from single market membership, as more efficient non-members
are crowded out of local markets
• Lower wages as migrant labor may drive down local wages
• Trade rules may favor some members over others, and some industries and sectors over
others

Although there are many pros of having a single market, but the severity of disadvantages is so high
that having other markets similar to the same would resolve the issues and could be benefit for the
same in the coming future.