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Analysts said that the launch of Menz Active would
intensify the competition in the men's fairness products segment. The
total size of the grooming products market in India was estimated to be
worth Rs. 8.0 billion in 2007.2
In its foray into the Indian men's fairness cream market, Nivea took a
different approach, targeting a distinct customer segment. According to
Nivea India's Managing Director, Kai Boris Bendix (Bendix), the
company's target customers were upper and middle class men. On the other
hand, Emami and HLL targeted both the urban and rural markets, cutting
across the segments.
Bendix also said that his company expected to grow the men's fairness
cream market in a different direction, rather than take market share
away from competitors. In India, Nivea's share in the cosmetics and
toiletries segment stood at 0.2 % as of mid-2007. Bendix said that the
company was aiming at achieving a 5% market share in India by 2012.
It was expected that if these companies' products performed well, then
it would encourage several other companies to launch new lines of
cosmetics exclusively for men.
Additional Readings and References
1. "Now, a fairness cream for men", www.rediff.com, July 18, 2005
2. "Movie star good looks for you", www.moneycontrol.com, December 12,
2005
3. Priya Krishnaswamy, "Bold, and Beautiful," FE Business Traveller,
March 2006.
4. "Cosmetic companies to woo men with promises of fairness", www.zeenews.com, May 24, 2007
5. "Nivea joins the race to tap beauty products market for men", www.dnaindia.com, May 3, 2007
6. "Handsome look", www.fairandhandsome.net, May 26, 2007
7. "Style regime for the new metrosexual men", www.moneycontrol.com,
November 18, 2005
8. "Product Information", www.nivea.in, May 25, 2007
9. "Nivea cashing in on male grooming segment boom", www.thehindubusinessline.com, May 4, 2007
10. "Oh, for the right moment", www.thehindubusinessline.com, January
11, 2007
11. "Metrosexual", www.wikipedia.org, May 26, 2007
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