TEAM CHRNOS

AMIT PATIL
NEEL SAMANT
JAMNALAL BAJAJ VINEET RANADE
INSTITUTE OF MANAGEMENT STUDIES
 MEN’S GROOMING INDUSTRY
PRODUCTS LANDSCAPE GEOGRAPHIC BREAK UP
MEN’S GROOMING
$6.2 Bn
19% $11.6 Bn
MEN’S MEN’S 35%
SHAVING TOILETRIES $6 Bn
18%
BATH &
PRE-SHAVE SHOWER
MASS $1.7 Bn
5%
HAIR CARE
POST-SHAVE
$7.5 Bn
DEODRANTS 23%
SELECTI
RAZORS &
VE
BLADES
SKIN CARE

MEN’S GROOMING MARKET SIZE TRENDS / CHARACTERISTICS

45,000 Values in $ Mn
 Europe is the largest market followed by South
CAGR : 4% America but Asia Pacific & Latin America are the
40,000 growth drivers
CAGR : 6.1%  Men’s shaving dominates in the West (Spain, France,
35,000 33,000 Italy), Men’s toiletries in the East (Japan, China, South
Korea)
30,000
 Growth in men’s shaving category led by razors &
25,000
blades sales in South America
 In the men’s toiletries category, premium segment
20,000 witnessed dynamic growth but mass segment
2008 2009 2010 2011 2012 2013F 2014F 2015F 2016F 2017F dominates
Source: Euromonitor International

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 MEN’S SHAVING CATEGORY
MEN’S SHAVING MARKET SIZE GEOGRAPHIC BREAK UP
21000 Values in $ Mn
CAGR : 3%

$3.1 Bn
19000 $6.3 Bn
19%
CAGR : 5.4% 37%
$2.4 Bn
17000 16,942 14%

15000
$1 Bn
6%
13000
$4.1 Bn
11000 24%

9000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

MEN’S SHAVING MARKET SIZE TRENDS / CHARACTERISTICS

 South America leads in both value & growth
Pre Shave  Category influenced by stagnant performance in
16% Western Europe & North America
 In developed markets, category saturation, difficult
Razors &
Blades 8% Post
economic times has made it difficult for brands to
Shave differentiate themselves as spending in the category has
$ 16.9 Bn dropped
 Innovative campaigns like Dollar Shave Club ,
Kiss & Tell, clear gels
76%  Men’s razors and blades is the dominant segment
 Shaving systems like trimmers, refills and
unshaved looks
Source: Euromonitor International

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 MEN’S TOILETRIES CATEGORY
MEN’S TOILETRIES MARKET SIZE GEOGRAPHIC BREAK UP
23000 Values in $ Mn
CAGR : 4.8%

21000 $3.2 Bn
19% $5.1 Bn
CAGR : 6.9% 30%
19000 $4.4 Bn
26%
17000 16,042
$0.7 Bn
15000
4%
13000
$3.5 Bn
11000 21%

9000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

MEN’S TOILETRIES MARKET SIZE TRENDS / CHARACTERISTICS

Bath &  Asia dominates the skin care segment and South
Skin
Care
Shower
12%
America in the deodorants segment
16%  In the premium category, developed markets still rule
the market
 Category characterized by spending per capita and
income levels
Hair $ 16 Bn  Deodorants is the dominant segment while skin care is
Care 23%
the fastest growing
 Recent innovations have been targeted towards more
49% Deodorants
specific men’s concern
 Blurring of lines between fragrances & deodorants
boost sales of deodorants
Source: Euromonitor International

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 MEN’S GROOMING INDUSTRY - INDIA
MEN’S GROOMING MARKET SIZE SEGMENT WISE MARKET BREAK UP
Men's
80,000 Values in ₹ Mn CAGR : 14.8% 75,442 Skin Care
Men's 9%
70,000 66,183 Hair Care
8%
60,000 57,741
CAGR : 19.3% 50,301
50,000 43,616
Men's
40,000 37,853
₹ 37,853 Mn Shaving
31,161 54%
30,000 24,986 Men's
21,040 Deodrants 28%
20,000 17,751

10,000
1%
-
Men's Bath
2008 2009 2010 2011 2012 2013F 2014F 2015F 2016F 2017F & Shower

COMPETITIVE LANDSCAPE TRENDS/CHARACTERISTICS GROWTH DRIVERS

Gillette
India  Mass : Premium = 70 : 30  Premium and mid-priced brands to
Others  Age group 18-24 accounts for 60% outperform the mass segment
28% of total sales  Availability of men-specific
38%  Men’s Toiletries and within it products with variants
deodorants is the fastest growing  Increasing awareness due to
₹ 37,853 Mn
category consumer education
 Entry of foreign brands
HUL  Increased Beauty consciousness
17%  Average unit price increases
4%  Rising disposable incomes
Emami 6% 7%  Increased advertising expenditure
Malhotra Marico
 Demographic Trends
Shaving to raise awareness
Source: Euromonitor International

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 DISTRIBUTION CHANNELS ANALYSIS
DISTRIBUTION CHANNELS LANDSCAPE
7000 Values in $ Mn
Asia Pacific Europe North America South America  Asia Pacific leads department stores and
6000
Middle East & Africa
internet sales
5000  South America - strong region for direct
4000 sellers
3000
 Attuning brand strategies for regional
characteristics (Bulldog in Korea)
2000
 Internet sales in North America, Western
1000
Europe and Asia Pacific
0  Demographics in Asia Pacific and South
Hypermarkets Beauty Pharmacies Department Direct Selling Internet
/ Supermar... Specialities Stores Retailing America
CHANNEL WISE BREAK UP
Internet
Direct Retailing  Hypermarkets / Supermarkets dominate
Selling 3%
Department
7% Hypermarkets/ the distribution channel
Stores 5% Supermarkets
 Larger retail spaces dedicated to men’s
products and better in-store presence
 Premium brands increasingly available in
$ 33Bn 51%
26% drugstores,beauty specialists & online
Pharmacies
 Emerging trends – Internet Retailing, M-
Commerce, Exclusive Launches,
Beauty
8% Subscription sites, Interactive experience
Specialties (QR Codes)
Source: Euromonitor International

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding

PORTER’S FIVE FORCES MODEL
 Presence of MNCs
 Marketing & Ad Cost
 Investment in Prodn
and Distribution
 Positioning
 R & D Cost
THREAT OF NEW
ENTRANTS :
LOW
COMPETITION/RIVALRY :
HIGH
BARGAINING POWER
OF SUPPLIERS :
MEDIUM
 Fragment Suppliers
 Low concentration
 Small scale local
players
 Quality
Source: Team Analysis
Industry
Overview
INDUSTRY ANALYSIS
SWOT ANALYSIS
STRENGTHS WEAKNESSE
 Women Products S
 Organic Products
 Reputed global brands  Low penetration levels
 Aesthetic Surgery
 Private Labels /Local
 High quality products  Low awareness levels
Products  Pricing Power  Niche market
 R & D Spend  High advertisement
 High margin industry spends
THREAT OF
SUBSITUTES :
LOW
OPPORTUNITIE
THREATS
S
BARGAINING POWER
 Emerging markets
OF BUYERS :  Intense competition
HIGH (South America & Asia)
 Economic Slowdowns
 Revival in global
 Brand Cannibalization
economy
 Many brands to  Market maturity in
choose
 Innovation in products
developed economies
 Low switching costs  Men’s toiletries
 Hierarchy of needs like North America and
outperforming men’s
 Brand awareness and Western Europe
Brand loyalty shaving
 Online Retailing
Conumer Marketing and
Competitor Typology Brand Analysis
Behaviour Branding
 COMPETITOR TYPOLOGY

 Biotherm Demand Similar demand Different demand

 Hera vs Offer
 Apparels
 Clinique Similar Direct competition Indirect competition  Make-up kits
 Clarins offer • Moisturizers • Gifting purposes
• anti-aging • Fashion consultants  Cosmetics
 Shiseido
• Shaving • Acquaintances
 Sisley • Bath & scrub • Sponsorship
 Jack Black • Acne/blemish
 Lab series Different Substitute New entrants
offer competition
 Parcos retail • Unisex products • Competitors
• Spas providing different  Raw material
 Nivea • Salons service earlier but
 Lab series • Therapists now has become suppliers
 Biotherm • Gymnasiums direct competition  Celebrities
• Makeup artists
 Kiehl’s entering
unisex business
 Nvia, Enrich
(salon chains) 78% of the competition comes from direct competitors

Source: Euromonitor International

Industry Conumer Marketing and
Competitor Typology Brand Analysis
Overview Behaviour Branding
 DIRECT COMPETITORS’ ANALYSIS

Origin
Origin France
France USA
USA USA
USA USA
USA France
France

∑SKUs
∑SKUs Rs. Rs.
Rs. 10,314
Rs. 13,800
13,800 10,314 Rs
Rs 13,400
13,400 Rs.
Rs. 12,627
12,627 Rs.
Rs. 11,900
11,900
77 SKUs
SKUs 55 SKUs
SKUs 66 SKUs
66 SKUs
SKUs SKUs 55 SKUs
SKUs

Target
Target Premium
Premium Super
Super Super-
Super-
Mid
Mid Premium
Premium Premium
Premium
Segment
Segment Premium
Premium premium
premium

Modern
Modern Simple
Simple yet
yet
Brand Signifies
Signifies luxury technology, Dermatologist- superior,
superior,
Brand luxury technology, Dermatologist- French
French
with
with simplicity advanced created comprehensive
comprehensive
Character
Character simplicity advanced created skin
skin Monsieur
Monsieur
ingredients
ingredients care but
but not
not
care
cosmetic
cosmetic
•• Thermal
Thermal Allergy
Positioning
Positioning Hi-tech,
Hi-tech, high
high Allergy tested,
tested, Approachable,
Approachable,
Plankton,
Plankton, 100%
100% plant
plant
performance
performance 100% Fragrance
100% Fragrance comfortable
comfortable
•• Beauty
Beauty deep
deep free masculinity
ingredients
ingredients
skin
skin care
care free masculinity
from
from within
within

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 COMPETITOR ANALYSIS

S W
• Brand positioning- French skin care image and is widely • Reliance on Europe- 50% annual sales come from Europe; the
recognisable around the world. Clinical but natural positioning company’s overreliance on one region has been damaging to its
• Strong sustainability image- Sustainability values, starting with growth (difficult economic conditions in Southern Europe)
refillable bottles for its fragrances to its support ventures in Africa as • Financial constraints- Going private has shielded Clarins from
well as the annual women of the year awards. financial markets’ volatility and has given it independence to make
long-term plans but it does limit its financial resources

Clarins Clarins
• Skin care - Asia Pacific remains untapped Global economic constraints- Global economy is

O T
• Fragrances - strengthening geographic expansion- Latin showing signs of recovery as continued slowdown of Western
America and Middle East/Africa are developing the fastest in Europe, where majority of Clarins’ sales are concentrated
premium fragrances and provide penetration opportunity • Strong competition- While Clarins is seventh largest premium
skin care company, the competitive landscape in premium skin care
is consolidated in both emerging and developed markets

• Brand positioning- Shiseido’s strong brand equity in highly • Heavy reliance on Japan- It remains heavily reliant on the

S W
brand-conscious areas of skin care, colour cosmetics and fragrances mature, highly competitive and economically-troubled Japanese
in many key markets is a real strength for the company to develop market
its future business • Premium segment focus- Shiseido is significantly biased towards
• Strong R&D- A strong R&D network, spanning several markets, the premium segment, placing it in a potentially vulnerable position
including Japan, the US, France and China, leaves company well given the current economic situation with consumers tightening
placed to exploit innovative products demand their belts

Shiseido

O
• Emerging markets- Rising disposable income and Competing with big players- International expansion

expanding
middle classes in emerging markets offer sustainable future growth,
and Shiseido is tapping into this growth trend
• Ageing populations - Ageing populations create demand for
premium, high-performance skin care, which Shiseido’s strong
R&D investment programme will be able to cater to with innovative
products
T
leads to increasingly head-to-head competition with multinational
rivals, which are aggressively expanding in masstige products
• Difficult Japanese market- Sluggish domestic market threatens
Shiseido’s financial strength of international expansion as domestic
business still accounts for bulk of company sales

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 CONSUMER BEHAVIOR

Pen portrait-Potential first time user
• New, cool kid on the block
• Sec A, B teenage boy
• Celebrity influence
• College going kid
• Unrefined opinions, trusts family &
friends
• Likes to experiment
• Excited about the new life he is
entering
• Wants to impress peers
Pen portrait- Potential switching customer
• Career with high degree of human
interaction
• Sec A, B & career focussed
• Well educated/trained/groomed
• Up market, living predominantly
in tier 1 cities
• Used to or seeking spotlight
• Convenience is priority
• Socially active
• Hygiene conscious

Consumer Behavior

 The concepts of pleasure and Factors influencing men

wellbeing are two major elements  Social factors:
that are important in this new  Culture
market  Social class
 The younger generation is more  Group and family
open to cosmetics than the  Socio Demographic
former one. This target(18-35 factors:
years) constitutes an interesting  Age
market for the cosmetics  Economical factors
companies Maslow’s Hierarchy of needs  Location
Industry Conumer Marketing and
Competitor Typology Brand Analysis
Overview Behaviour Branding
 KIEHL’S- SWOT ANALYSIS

INTERNAL FACTORS

STRENGTHS WEAKNESSES
 Customer royalty (~ 60% repeat purchases)  Relatively low brand awareness (specially in
 Focus on providing Asian markets)
dermatological/pharmaceutical products rather  Advertisements not widely seen
than cosmetics  Products generally not customized
 Use of natural and organics ingredients according to local skin-types
 Focus on R&D and customer service
S  Strategy of using natural and

NEGATIVE FACTORS
POSITIVE FACTORS

 Large number of CSR initiatives W organic ingredients can be easily

 Generous sampling program
adopted by competitors
 Strong parent company L’Oreal
SWOT
 Worldwide growing market  Strong competition in facial
 Huge untapped market in emerging
O T care industry
countries like India  Low switching costs
 Huge opportunities of growth in men’s facial
 High availability of close substitutes
care market
 Possible cannibalization in the facial care
 Leveraging parent company’s network for
market from brands like ‘Biotherm’, ‘The Body
international expansion
Shop’
 Targeted products for different skin tones
 Reduction in price can dilute the brand equity
OPPORTUNITIES THREATS
EXTERNAL FACTORS

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 KIEHL’S POSITION AND IMAGE

• Natural skin care and • Expert

hair care brand • Innovator
• Quality product from
Pe • Natural Product
e rso
na • Concerned about
long research s iqu lity
y environment
Ph

Relationship
Relationship Kapferer’s
• Trust • American

Culture
Culture
• Listening
Brand • Family
• Customized advice Identity • Values
Prism • Expertise of a
pharmacist

• Men who take care of • Feel good about

their skin Re a ge oneself
fle -im
• Feel concerned about cti l f • Philanthropist
environment
on Se

Key Takeaway
For radical influencers, Kiehl’s is a skincare brand that gives the best protection and Tag line
remedies for different types of skin due to its rich heritage and roots from old-world Because we care
apothecary
Source: Euromonitor International
Industry Conumer Marketing and
Competitor Typology Brand Analysis
Overview Behaviour Branding
 PORTFOLIO, PRICING & STRATEGY
B.C.G. Matrix - Portfolio analysis Competitive pricing

Objective
Invest value

Invest for growth

Average
Clarins price
Rs.2400/SK

Consumer’s
surplus
U

Average
product
Growth

price Rs.
Harvest Rejuvenate

surplus
Producers
1562.5/SKU

Market size Cost of goods sold

Increase in Men’s Grooming market Size

Focus on engaging the brand’s current product users
Increase in Discretionary Spending by Consumers and leverage on the brand’s status
Consumers becoming more beauty-savvy & demand
targeted treatments
Continue Innovating and use positioning by product
Apart from facial care consumers to pay more attention attributes and benefits
to other parts of body

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 CONSUMER INSIGHTS AND
RECOMMMENDATIONS
Total number of consumers surveyed 465

Research
Secondary Research
Willing to buy
Non- continuers the product again
55(12%) 410(88%)
Actual repeat

Secondary
Paired with wrong product purchasers Non- buyers

24(5%) 31(7%) 279(60%) 131 (28%)

INSIGHTS INSIGHTS INSIGHTS

 Customer buying product not  Flip cap better than current  Some of the buyers find other

suited to his skin type
 Wrong product leading to
irritation, burning of skin
 Non availability of all the
variants
Insights
Insights
screw cap for Superbly Efficient products having similar features
Anti-perspiration and Deodorant at lesser price
 FF anti wrinkle product- No  Some products with funky smell
smaller tube for travel and color(Ultimate Strength
Hand Salve)

RECOMMENDATIONS-During RECOMMENDATIONS- RECOMMENDATIONS-After

Purchase Product Use Purchase

Recommendations
Recommendations
 Stricter monitoring on samples  Brand should be marketed more  The customer should be
given and the skin type of the as a premium brand to justify informed about various variants
customer pricing and new products via different
 Packaging to include the variant  Better packaging in terms of cap channels like digital marketing
properties clearly and spray/pump  Use of good smells and coloring
 Making available at least one  Packaging in blue/black colors for products
SKU per variant in the store for products like ‘Cross Terrain
All in One’
Industry Conumer Marketing and
Competitor Typology Brand Analysis
Overview Behaviour Branding
 RECOMMENDED IMC
OBJECTIVES:
1. Strengthen Kiehl’s as a cult brand
2. Reinforce Kiehl’s as a Luxury Brand
Integrated Marketing Campaign
• Corporate executive cricket
• Mobile Devices
and golf tournaments,
• Social Media marketing
offsites
• Direct Emails • Exhibitions in 5 star hotels
Digital Marketing Strategic advertising
• Website and blog • Annual Business Quiz –
• Search based ads
Passion

IMC Media
Mix Events
CSR
• Fund Raisers and PR • Car rallies
• Be part of heritage • Airlines screens
• Waste Management • Airports billboards
• Carbon Surplus: • Exhibitions at 5 star
Point of Sales
Promotions Hotels, lounges

• Use of technology enabled

devices (e-displays) at POS
• Small branded collectibles with
every product (depending on
collection)
Industry Conumer Marketing and
Competitor Typology Brand Analysis
Overview Behaviour Branding
 DIGITAL MARKETING
of consumers prefer to hear about have asked their friends on = Big opportunity for brands to play
70% new products from Facebook
+ 57% a stronger role on Facebook,
Facebook for advice before
friends rather than brands* purchasing a product* Twitter and other platforms

Search Engine Optimization  SEO  Mobile Apps Kiehl’s Smartphone App

improves through uploading of  Search guides  QR codes • Country specific apps for each country

Co gag t
en
nti em
fresh content on the website similar to existing Kiehl’s Hong Kong app

nu e
Ads should be strategically • Share your experiences about products

ou n
rd
• Store locator feature

s
o
placed yw
Mobile • Get information about Kiehl’s new
ke
Kiehl’s on Social Media
Besides brand Kiehl’s page, Devices products and events
Kiehl’s should have an

s ge l
on a
country specific page – Search Email

t
which should continuously Digital

r s
’
e
Marketing

t
 Highly targeted

e
p
be uploaded with fresh

L
content about sponsored  High ROI
events, associations Social Emails to be sent to potential
Website
Since the new focused media customers before and after events
target are working Buil to build brand experience
professionals, create Com d brand
m un
forums where they can ities  Big, beautiful images
s
Latest information
share stories, and interact th nt i  Detailed product
 Loyalists, Frequent about new
e
nt

with each other kin e

Co

customers,
products, offers g descriptions
Build activity through Upload sponsored  Captivating lifestyle
engaging content, Aspirational fans
news and events content
promotions, taglines and Enthusiast forums
to build identity of  Video and image galleries
contests  Brand moderators
passion *Source: 8thBridge report, 2012
Industry Conumer Marketing and
Competitor Typology Brand Analysis
Overview Behaviour Branding
 MARKETING MIX- 8P and CSR
 Experiential value is as important as product excellence
KEY
 Pedigree is important but it is also important to generate ongoing relevance and dynamism through Persona, PR
TAKEAWAY
 Exclusivity and Stature through paucity and placement factor
S
 Product level (Functional Benefit) – Products which are
pharmaceutical and not just cosmetics Existing CSR
 Experiential level (Emotional Benefit) – Best known AIDS Research
PERFORMANC for the lavish amount of time that the sales associates Children
E spend on its customers, sticking to its heritage Environment
(pharmacy style) of dispensing advice,
 High level of R&D behind every product Limited edition products
PAUCITY  Limited Point of Sale on Earth Day
 160 year old brand
PEDIGREE  Heritage: Started as an apothecary store
Container recycling
 Coherence across consumer touch points
 Visual brand identity
PERSONA  Recommended CSR activities
Constant look and feel at the POS
 Presence of salesmen in aprons  Fund Raisers: To support causes like children,
environment
 Garners attention, credibility and impact
 Be part of heritage: Trip to Kiehl’s HQ in NYC
PUBLIC  Personality resonates with brand aura – Brad Pitt, Alicia
for all partnering charities, associations and
FIGURES Keys
NGOs
 Retail brand environment – heightening consumer  Waste Management: Viral videos and short
PLACEMENT experience films to support the cause
 Niche media – events, magazines, In-flight entertainment  Carbon Surplus: All manufacturing units to be
carbon surplus. This can be communicated
PUBLIC  Events through media.
RELATIONS  CSR initiatives
*8P Analysis for luxury marketing by BPG Group, UAE;
 Accessible Luxury Source: Brand channel
PRICING  Price points – Rs. 1, 000 to Rs. 3,000 per product

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 ADVERTISING
Targeted advertising in specific media will help reflect brand character, and build brand salience;
Point of Sale (POS) will help improve brand imagery
Endorsers Suggested Advertising Communication Themes
Get polished and suave My Passion – my Open Up campaign:
personalities to endorse the brand, Gifting during festivals
pride Asking men to be more self- aware and
to attract men who are shy of using Gift yourself, Gift others - stressing importance of men’s grooming
Inspirational heritage
grooming products a perfect gift for the and story of Kiehl’s
passionate professional heritage and
apothecary origin

Channels for Advertising Point of Sales Marketing

Magazines E- displays and screens
• Besides fashion magazines already used, Forbes, At the POS technology enabled electronic catalogues can be used
Business Today and The Week Magazine to display various ideas and tips on grooming
• Since the Target Group is Professionals, lifestyle
magazines like Chip, Verve can be added
• ‘The Little Magazine’ featuring art, films,
documentaries, poetry can be an interesting addition
Branded Kiehl’s collectibles

In-Flight entertainment Refine packaging to include a branded collectible with every gift
for international flights bound basket – Either it can be standard or varying as per the FC
collection
Examples: A Kiehl’s keychain with a purchase of a product

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding
 EVENTS AND ASSOCIATIONS

Promotions through exclusive Events & Associations will improve Persona of the brand
Process
Objective
Convene consumer who share passions and
To create awareness about Kiehl’s
educate them about Kiehl’s while giving
among Target consumers in a
them a chance to live their passion – brand
targeted manner
resonance

Bringing the “Passion Partner with corporate Sponsoring Corporate

associations for Sports Tournaments. – Participation in events
Awards” to India – like Indian Luxury Expo
sponsorship of corporate like Cricket, Polo and
Extend the theme to & Mint Luxury
offsites for executives Golf. Kiehl’s gift basket
professionals as a winner’s prize Conference

Sponsoring niche
Professional Events Starting an Annual Kiehl’s Exhibitions- 5
and Concerts Event like a Business Strategic Event star hotels
Niche events like the Quiz or a Quizzes Partnerships with Car Also fine dine pubs,
Mahindra Blues, Jazz within specific Shows/Rallies lounges and restaurants can
concerts etc Professional domains have promotions

Industry Conumer Marketing and

Competitor Typology Brand Analysis
Overview Behaviour Branding