Beauty service for men
Download as PPT, PDF
0 likes552 views
This document provides an overview of a potential new spa called Mars that is targeting men aged 25-35. It outlines the target market of David Mosby, a 25-year-old assistant manager in Paris. It then discusses his values, needs, and motivations. It also describes how the spa called Mars aims to meet men's needs for safety, belongingness, and ego through its unique features and package offerings. Finally, it outlines the consumer decision-making process and how Mars aims to address problems men have through an informative website and private, simple environment.
Beauty service for men
- 1. 油
- 2. Presented by: Tu Anh Pema Lama Dawood Abbasi Daniela Hinderer Anastasia Voronina Pililani Fisho Mwale
- 3. Contents Target Market Values, needs and Motivation Extended self Mars Product relationship Sensory Perception References Decision making process
- 4. Target Market Name : David Mosby Age: 25 Born in New york, USA Currently in Paris, France Employed as Assistant Manager in Zara Masculinity
- 5. Values, needs & motivations Safety Stability in life Belongingness (social) Socialize with other man a group feeling Ego (esteem) look good and feel confident
- 6. Values, needs and motivations Motivation conflicts ( Approach-Avoidance) - look good vs spend time with friends Drive theorys homoeostasis - needs to reduce unpleasant states of arousal
- 7. Extended self Individual level Need to look attractive I, me and myself - Blind date / Interview / Facebook
- 8. Extended self Group level Comparing yourself and others Ego - Sikhs not cutting their hair
- 9. Mars Look good everyday Sharp, clean, groomed & styled Majority shares in Shiseido, Bed Head and L Occitane Package Sauna, drinks & snacks, stylist
- 10. Mars Suffer in a feminine spa Unique features : No spa music No waiting lounge flipping through magazines Sports and business news on big screen TVs T heme
- 11. Package The Wedding Shaving /Hair / Manlycure Body Scrub /Body hair The Gala Shaving/Hair/ Manlycure /Body hair ** The interview Shaving/Hair/Manlycure
- 12. Relationship The environment Product and service satisfaction Looking good factor + feeling good factor
- 13. Sensory perception Vision Smell Feeling
- 14. 油
- 15. Reference group Work group influence Virtual groups/ community advantage of anonymity
- 16. Power of reference groups Reference power - Celebrity: hair dresser/stylist Legitimate power - P rofessionalism and comfortability Reward power -Bonus and complementary package
- 17. Brand involvement Socializing and networking Image creating - celebrity appeals (Brad Pitt, Hugh Jackman) Discounts Loyalty card Advertisements
- 18. Decision taking process Problem recognition Men s body need equal treatment as woman!!!! Information research Evaluation of Alternative Product choice Outcomes Pimples Body hair Blackheads Body odour Wrinkles dryness/ oiliness
- 19. Decision taking process Information research MARS I ntrovert about beauty Private and open new life for mens beauty Website/ newsletter/group discussion www.uk.askmen.com
- 20. Decision taking process Evaluation of alternatives Self-service - Psychology Product choice R espect privacy and feelings Everything is simple - The environment
- 21. Decision taking process Outcomes
- 22. THANK YOU!!!!