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  • Group 1 - Beardo

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    Fenny Shah
    104 views19 pages
    The document discusses strategies for a beard grooming brand to increase its market share. It aims to (1) encourage men to grow and groom beards, (2) increase awareness of its grooming product portfolio, and (3) analyze competitors. Key target audiences are young adult and married men aged 18-45. Research shows the men's grooming market is growing 10% annually due to increased focus on looks. The brand will use online, in-store, and salon marketing channels to promote its products and establish beard grooming as a popular trend.

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    Group 1_Beardo.pptx

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    The document discusses strategies for a beard grooming brand to increase its market share. It aims to (1) encourage men to grow and groom beards, (2) increase awareness of its grooming product portfolio, and (3) analyze competitors. Key target audiences are young adult and married men aged 18-45. Research shows the men's grooming market is growing 10% annually due to increased focus on looks. The brand will use online, in-store, and salon marketing channels to promote its products and establish beard grooming as a popular trend.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    104 views19 pages

    Group 1 - Beardo

    Uploaded by

    Fenny Shah
    The document discusses strategies for a beard grooming brand to increase its market share. It aims to (1) encourage men to grow and groom beards, (2) increase awareness of its grooming product portfolio, and (3) analyze competitors. Key target audiences are young adult and married men aged 18-45. Research shows the men's grooming market is growing 10% annually due to increased focus on looks. The brand will use online, in-store, and salon marketing channels to promote its products and establish beard grooming as a popular trend.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 19

    Challenges and Agenda

    • Encouraging men to have beard and not go the clean shaven way – to increase market ( new product in a new market )

    • Encouraging men to use beard grooming products – develop the ecosystem and culture

    • Creating awareness about other grooming products they offer – brand outreach strategy for entire portfolio
    Target audience
    • Young Boys – Aspiring Men ( 18 – 24)

    • Men in their mid Twenties and Early Thirties ( 25 – 33)

    • Mature Men / A few years in stable relationship or marriage ( 34 – 45)


    Competitor Analysis

    Beardo Competitors
    Environment analysis

    • Men’s grooming registers retail value • Men’s grooming is anticipated to • The most popular category is Men’s
    growth of 10% with sales reaching register a 10% current value CAGR shaving and Toiletries followed by
    INR100.7 billion in 2018 over the forecast period to reach fragrances
    • The beard trend continues to remain INR165 billion in 2023 • Trending product categories include
    popular amongst men, creating new beard products, facewash, hair wax
    demand and skin cream for men
    • Average unit price continues to increase
    due to rise in premiumisation and
    increased concern about looking good
    amongst men
    Insights behind the campaign

    2 3

    The willingness to spend a premium for The trend is expected to


    products having a better quality, feel and continue to grow due to the large
    fragrance, etc. has also gone up population of youths in the country that
    are conscious about their looks and have
    income to spend

    Men have become more conscious about about


    their looks due to the rise of social media
    platforms such as Instagram and Facebook where
    they are exposed to the grooming routines of
    celebrities Gentlemen are NOT expected to be
    clean shaven!!
    Strategy for Marketing
    Channels
    1. Off-line
    2. E-commerce
    3. beardo.in, review
    Off-line Channels

    Retail Stores Salons Supermarket


    • Streamlining the • Tie up with medium Kiosks can be used to
    distribution system and high end salons promote our products
    • Maintaining good • Launch of professional in supermarkets like Big
    relations with retailers series products for Bazaar, D-Mart
    by high end salons
    • Increasing margins • In shop marketing/
    • Offers and discounts Contest/ Events
    E-commerce
    beardo.in
    Key Points:
    • Beard Care to Gifts for Men
    • A sleek black theme was chosen to communicate an
    element of mystery and provide a premium classic
    feel

    Scope of Improvement:
    • When taking the cursor on the product it doesn’t
    give information
    • Blank Black Space, can be used for testimonials,
    product videos, and doctor stories
    • Blog posts: Increase Engagement + Interview with
    Dermatologists/ Skin care Specialist
    • Assorted travel essentials
    • Updates with new posts using trending themes
    #SACREDBEARDS
    BAHOTTHAT’S WHAT I DO,
    HARD ..BAHOT HARDI GROW BEARD
    EVEN
    ONE BABA
    PENCIL IS IS UP
    ENOUGHFOR BEARDO
    How’s the josh
    THE MOON AND THE STAR I’M NOT SUPPOSE TO ? TELLAND
    YOUITHAT
    KNOW THINGS
    #Sacredbeards
    # Sacredbeards
    # Sacredbeards
    # Sacredbeards # Sacredbeards
    # Sacredbeards #Sacredbeards
    REAL MEN TAKE CARE OF THEIR SKIN
    #Fortherealman

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