Staffordshire University
Business School
Hand in location: (tick as appropriate) STOKE x STAFFORD
Assignment Details
Course:
Module Title: Marketing in Practice RESIT ASSIGNMENT
Module Code: BLB XXXXXXXXXX
Assignment Title: Moisturiser for Men
Weighting: 100%
Tutors: M. Ash
Word Guideline: 2000 words
Assignment Timetable:
Date Set: July 2013
Submission Date: 13th August 2013, 4pm
Expected Return: 2/09/13, 3pm
Learning Outcomes to be Assessed:
Demonstrate and apply knowledge and understanding of the concepts and principles of marketing management in an organisation
Demonstrate the ability to utilise methods of enquiry in relation to the creation and delivery of customer value in a marketing context
Assignment set by: M. Ash
Assignment verified by: Scrutiny Panel
Assessment Brief:
Marketing Dove Moisturiser to men
The male grooming market - which includes toiletries, skincare and haircare, but excludes fragrances and shavers/razors - will be worth an estimated pounds 484m in 2010, according to Mintel. There is a growing acceptance among men that skincare and personal grooming is no longer just for the fairer sex - in Mintel's latest Men's Toiletries report, 37% of men surveyed said 'it's okay for men to use skincare these days' and supermarket sales of male moisturiser have increased substantially. However the market has been relatively static in recent years; value increased by just 3% over the past three years and last year value dipped slightly, partly due to the recession and demographic factors.
The recession has affected this sector in several ways. Sales through supermarkets have grown as bargain-hunting has become more prevalent, and this has had an impact on categories such as deodorants and shower products, which are more likely to be put on promotion. However, on the flip side, job insecurity may have helped other products such as cleansers and moisturisers, as men take more care and attention over their appearance.
Skincare is one of the fastest-growing categories in the men's grooming market, accounting for a quarter of sales, although deodorants remain the biggest sellers.
The practice of moisturising is becoming much more commonplace among men and the vast majority of new male face/neck products make hydration or moisturising claims. In the haircare category, men are more likely to consider their hair 'normal' than women, although they are concerned about dandruff and a significant proportion of NPD has been focused on anti-dandruff properties.
Also more men are shopping for themselves, compared with a decade ago when women made most of their purchases. In particular men aged under 45 are the most likely to agree that it is important to keep young looking. Thus, these consumers tend to be core users of male grooming products, purchasing products such as anti-ageing facial moisturisers and hair dyes which help to reduce the visible signs of ageing.
The male market took off about ten years ago, but it was the rise of the sportsman that really created the boom. Professional footballers such as David Beckham began advertising products previously seen as the reserve of women's beauty cabinets and their supporters followed suit. These sportsmen made it acceptable for an entire generation of men to present a preened, exfoliated, moisturised and well-groomed self.
So great is the demand that supermarkets have had to expand their range by hundreds of products. For example, Tesco now carries 340 male grooming products. Top-selling items include moisturiser, hair colourant, deep-cleaning facewash and shave balm.
Male-grooming buyer for Tesco Richard Lucas said: "There is a great irony that the driving factor behind the huge growth in the male-grooming market is coming from women. "Many have simply had enough of their deodorants, hair care products, moisturisers, anti-ageing creams and other items being borrowed by their boyfriends or husbands. "It is no longer considered effeminate for men to keep their skin soft and wrinkle-free or to look after their hair. "Many men are being encouraged by their wives or girlfriends to keep looking younger for longer."
Over a third of men in the UK use face creams and lotions, with less than one in six using products more than once a day. Reasons for low penetration in heavy usage is as a result of skincare products still being seen as grooming products that are only geared towards women – one in five men in the UK believe skincare products are for women, not men.
According to TGI, 15-34-year-olds are the highest volume users, with usage declining with age. Younger men, aged 15-24 years in particular, often purchase facial skincare products that target acne and blemishes, although this age group is also most likely to describe their skin as ‘dry’ (see Internal Market Environment). Consumer research for this report shows that this age group also buys into skincare products with anti-ageing properties, as these groups feel the pressure to maintain their youthful looks.
Around three in ten over-55s believe that it is important to keep young looking, however, less than one in ten look for anti-ageing skincare products. This suggests that potential exists to boost usage of anti-ageing facial skincare products amongst older consumer.
From the chart below we can see that the moisturiser sector is showing growth
Types of face creams and lotions used in the last 12 months, XXXXXXXXXX
Base: men who use
2009* XXXXXXXXXX % point change
2009-11
% % %
Moisturising XXXXXXXXXX
Anti-wrinkle/anti-ageing XXXXXXXXXX
Anti-fatigue XXXXXXXXXX
Oil control XXXXXXXXXX
: : : : :
: : : : :
Source Mintel
The most commonly used male facial skincare product is a general moisturiser. Consumer research reports that three in ten men use a moisturiser as part of their regular grooming routine, and the same proportion use moisturisers to soothe their skin after shaving
Just under a half of men believe that it is important to keep young looking, with men aged 16-24 years the most likely to agree with this (62%) compared to just three in ten over-65s who approve of this sentiment. Traditionally targeting anti-ageing products at younger men has been the main goal of marketers but improvements in the health and wealth of older men is now beginning to attract the attention of marketers.
Consumers with higher household incomes, ie above £50,000, are the most likely to be interested in keeping young looking. This suggests that these groups may be willing to pay a price premium for male grooming products which help to combat the signs of ageing
Men do show varying levels of brand loyalty depending on the product -
Source Mintel
Higher socio-economic groups (ABs) and those earning more than £50,000 tend to be the most brand loyal when buying male grooming products such as moisturising lotions/creams, hair styling products, deodorants, shampoos and shower gels. These groups might be willing to pay a price premium if brands in these categories were to introduce innovative new brand extensions, such as even longer lasting deodorants which could provide up to 120 hours of protection, or moisturisers that inhibited beard growth.
Assuming you are the brand manager for Dove moisturiser -
1. Describe and analyse your marketing information needs and show how these will enable you to market your product most effectively. Here you should reflect on the information needs of a marketing dept based on the range of initiatives they are likely to deal with (20 marks)
2. Your board has tasked you develop the Dove moisturiser brand in the UK. They require you to develop a marketing strategy and plan for the brand.
To do this you should formulate your marketing strategy and then describe and justify how you will adapt the marketing mix to achieve your strategic marketing goals through the following structure. Where possible use secondary data sources to justify your decisions and reference your academic decisions using appropriate academic references
? A) Statement of overall marketing strategy including segmentation, targeting, positioning and marketing goals (20 marks)
? B) Describe and justify how you will deploy an integrated marketing mix to achieve your strategy. (50 marks)
Through -
? Product plan - 5 marks
? Integrated Promotion mix – 30 marks
? Place – 10 marks
? Price – 5 marks
Your response to this question should contain reference to appropriate marketing concepts and models.
3. Reflect on the critical issues you believe a marketing strategy and plan must achieve in order for it to be successful. In order to justify your argument references from academic or practitioner journals would be in order. (10 marks)
Assessment Criteria
To achieve a ‘Pass’ grade (grade points 4-7)
In order to achieve a pass grade the student will have demonstrated an understanding of marketing research information and the marketing mix together with application to Tsingtao scenario. The work produced must demonstrate the ability to conduct an appropriate secondary research process and an outline of the marketing mix. There will also be evidence of research, evaluation and reading using appropriate sources.
In order to achieve a merit grade (grade points 8-12)
In addition to meeting the requirements for a pass detailed above the student will have demonstrated a good application, analysis and attempt to evaluate appropriate market research data for the Tsingtao case study. The marketing mix elements of product, price, place and promotion will be analysed in relation to the case scenario. There will be evidence of good research and reading using appropriate resources.
To achieve a Distinction grade (grade point 13-15)
In order to achieve a higher grade as well as satisfying the above, the student will have demonstrated a thorough understanding of marketing research applied to the case study. Product, pricing, place and promotion will be evaluated in relation to the case scenario. The submission will be well organised containing all relevant data. It will show evidence of appropriate investigation including research from a range of sources. A detailed response will be given including appropriate evaluation. There will be evidence of wider reading through appropriate supporting references and a bibliography included.
Academic Misconduct
The Business School takes any cases of academic misconduct, including plagiarism very seriously. The penalties are severe and can in some cases result in a student not being allowed to continue their studies. The policy on Academic misconduct can be found at: http://www.staffs.ac.uk/assets/academic_misconduct_tcm XXXXXXXXXXpdf
You should hand in one copy of your assignment by the time and date above to the appropriate ‘hand-in location’ at the Business School Receptions on either the second floor Brindley Building, B227 or K166, Octagon, Beaconside as specified above. The Brindley reception is open Monday to Thursday 9.00am to 6.00pm and Friday 9.00am to 4.30pm. The Octagon reception is open Monday to Thursday 8:45am to 4:30pm and Friday until 4:00pm. Fill in the Business School front cover (staple together with your assignment). This must be date stamped. MAKE SURE that you fill in all the relevant details on this form (these are given above!). One copy of the front sheet, date stamped, will be returned to you by the Office. This is your receipt, keep it. You can submit work by post, but you must send it recorded delivery, it must be postmarked two days before the deadline date and a copy must be kept by you in case it is lost in the post. Faxed assignments will not be accepted.
If you fail to submit any assessment for a module you will be given a Grade Point N (Fail due to non-submission) for that module and you will not have a guaranteed re-sit entitlement. Any further attempt entitlement will be at the discretion of the Award Board.
Assignments must be submitted by the due date. The only circumstance in which assignments can be submitted late is if an extenuating circumstances claim is made. In these circumstances work may be submitted up to 5 working days late only (this is not automatic). If the extenuating circumstances are upheld, the assignment will be graded as usual. If the claim is rejected and the work is of a pass grade a maximum of a 4R for undergraduate and 7R for postgraduate will be awarded. If your work is submitted after the 5 working days a 0 will be awarded.
Maximum Word Length:
State the number of words used on the assignment front sheet. You may include diagrams, figures etc. without word penalty. A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded.
1-10% excess no penalty
11-20% excess 10% reduction in the mark
21-30% excess 20% reduction in the mark
31%+ excess the work will be capped at a pass i.e. 40% or grade point 4.
NB. None of the above penalties will be used to change your mark which is above the pass mark, to one that is below the pass mark. Therefore the maximum penalty for exceeding the word limit will be a reduction to a pass grade.