Branding Project Men's Grooming Market extrait .pdf



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Business and Social Science
M.Sc. Business Administrations and Economics

Branding and Retailing in Asia
27 / 05 / 2015

Examinees:

1914263

Mette Graungaard Hjerrild Thomsen

1111152

Emilie Fort

1111171

Anne-Laure Zeller

1914266

Verena Unterhofer

1914127

Jessica Sandford

Examiner:

Sabine Ichikawa

SUMMARY
E E E


1

INTRODUCTION

2

METHODOLOGY

4

THE MALE BEAUTY MARKET IN CHINA

5

A.

5

OVERVIEW OF THE MARKET

1.

THE GLOBAL MARKET

5

2.

THE CHINESE MARKET

6

3.

REGIONAL TRENDS: EAST CHINA

6

4.

MARKET TRENDS

7

5.

INDUSTRY COMPETITION

7

B.

CONSUMER BEHAVIOUR

10

1.

CONSUMER BEHAVIOUR OBSERVATIONS

10

2

CONSUMER BEHAVIOUR PROCESS

12

3 SUB-CONCLUSION

19

PRESENTATION OF MEN EXPERT BY L’ORÉAL AND GF BY SHANGHAI JAHWA

20

A.

20

INTRODUCTION OF COMPANIES AND BRANDS

1.

L’ORÉAL

20



SHANGHAI JAHWA AND GF

22

B BRANDING

24

1.

OVERVIEW: BRAND POSITIONING TOOL

24



L’ORÉAL’S BRANDING

25



GF’S BRANDING

25

4

SUB-CONCLUSION

26

R

27

A.

27

RETAILING METHODOLOGY

1.

ONLINE METHODOLOGY

27



STORE METHODOLOGY

27

DISTRIBUTION CHANNELS

29

1.

THE DISTRIBUTION CHANNELS IN THE COSMETICS SECTOR IN CHINA

29



THE DISTRIBUTION CHANNELS SPECIFICALLY FOR MALE GROOMING PRODUCTS

30



ANALYSIS OF DISTRIBUTION CHANNELS

31

C L’ORÉAL RETAILING

35

1.

ONLINE STORES

35



SPECIALISED STORES

37



SUPERMARKETS

38

D GF RETAILING

40

1.

ONLINE STORES

40



SPECIALISED STORES

40



SUPERMARKET

41

SUB-CONCLUSION OF RETAILING STRATEGIES

43

RECOMMENDATIONS

45

A.

45

L’ORÉAL

1.

SWOT ANALYSIS

45



BRANDING STRATEGY: RECOMMENDATIONS

45



RETAILING STRATEGY: RECOMMENDATIONS

46

GF

47

1.

SWOT ANALYSIS

47



BRANDING STRATEGY: RECOMMENDATIONS

47



RETAILING STRATEGY: RECOMMENDATIONS

47

C NEW ENTRANT

49

CONCLUSION

50

SOURCES

51

BIBLIOGRAPHY

52

APPENDIX

54

EXECUTIVE SUMMARY
T !"# $ %&! $ '($! $ ! $ ($!' ! ) !* +, #%! *#-! $ . + (%* (%* #%! /# ! ign entrant in
the male’s grooming market in Shanghai. The purpose of this report is to understand the
strategies used by the brands L’Oréal Men Expert and GF in branding and retailing their
product in Shanghai, in order to analyse the strengths and weaknesses of their approach.
The report finds that the consumer behaviour in the male’s cosmetic market in China is
different to elsewhere in the world. For example, need recognition in China is subject to
heavy socio-cultural influences; the role of the family is more significant than in Western
markets. This difference in consumer behaviour impacts on the two brands and therefore
they have to appropriately adapt their strategy to attract consumers through their marketing
mix.
The brand positioning of L’Oréal and GF is then discussed and it can be seen that the
products currently target the mass market; it may be important for both brands to specialise
their offerings in the future to cater for more specialised niches that are appearing in the
market.
The retailing strategies of L’Oréal and GF are analysed from a selection of store types in
Shanghai and Haiyan to understand similarities and differences and if the strategy is
standardised or the approach changes between stores.
Finally, the report concludes with key recommendations for both L’Oréal, as a foreign entrant,
and GF as a competitor of the market-leader. Recommending that GF should strengthen
their brand image and retailing further and L’Oréal should work to improve retailing strategies.
The report analyses whether the foreign brand, L’Oréal, has appropriately adapted their
strategy to the Shanghai market and how they can further improve and how GF is able to
improve to gain market share and pose a threat to the well-established L’Oréal.

1

INTRODUCTION
O56789:;7<
In 2013, the men’s grooming market in China grew by 15% and is expected to have an
annual growth rate of 12% by 2018 (Euromonitor, 2014), which has resulted in much
attention on this market the last couple of years. This great rise in this segment is a result of
a rise in income (greater middle class), greater awareness of gender specific products,
together with a greater acceptance of men’s grooming products. Many domestic and
international players cover the men’s grooming market in China and this paper seeks to
investigate exactly the branding and retailing strategies of two companies, one domestic
Shanghai Jahwa with gf, and L’Oréal with L’Oréal Men Expert. This will be done through an
understanding of the market, the consumers and the companies and hereafter collecting
relevant data to be able to analyse and compare the branding and retailing strategies in
China. Through this analysis, the purpose is to acquire an understanding of the adaptation of
each company to the Chinese market and hereafter recommend the best strategy both for
the two companies and for a potential new entrant in the men’s grooming market.

Justification of company choice
The choosing the companies and brands within men’s grooming sector in China was based
on the market share and brand share within the Chinese market. L’Oréal was chosen as they
are the biggest player within the Chinese men’s grooming industry with a market share of
18.3%. L’Oréal Men Expert is L’Oréal’s biggest brand within men’s grooming, and also
ranking number 1 within brand shares with 13.7%, which made it a natural choice for
analysis (Euromonitor – Men’s grooming in China 2014 – numbers from 2013). On the same
basis, the domestic player Shanghai Jahwa was chosen as it is the largest domestic player,
ranking number 6 within men’s grooming in China with a market share of 3.7%. Their main
men’s brand is GF, which is ranked number 7 with a brand share of 3.7%. (Euromonitor –
Men’s grooming in China 2014 – numbers from 2013).

Paper Outline
The purpose of this section is to introduce the outline of the paper in a proper manner.
First the introduction justified the choice of sector and companies to analyse in order to state
the importance of this paper and the logic of choosing the two companies.

0

The methodological part introduces the methods used to obtain primary data, which was
collected both for the consumer behaviour section and the retail section. Furthermore, the
secondary data will also briefly be introduced.
Hereafter the general beauty and men’s grooming market in China will be introduced
followed by an analysis of the market competition based on Porter’s 5 forces. Furthermore, a
prism of the competitors will also be included.

Finally, included in this section is the

consumer behaviour within the men’s grooming sector.
Next, the companies and brands will be introduced and analysed through usage of brand
positioning and brand identity analysis tools – L’Oréal with L’Oréal Men Expert and Shanghai
Jahwa with GF.
Hereafter, the focus will narrow down and look at the retail strategies of the two companies
where the primary data from store analysis will be included.
In order to collect the data of the above-mentioned sections a SWOT analysis will be done
and the section will finish by giving our recommendations.
Finally the paper will conclude with the analysis of consumer behaviour, branding and
retailing of the two companies – together with our recommendations.

=

METHODOLOGY
S?@AFGHIJ KHLH MANN?@LPAF
In order to obtain information about the beauty and men’s grooming sector in China and
analyse our primary data to secondary data, this paper has collected secondary data from
several sources including: Industry reports, company reports, articles, company and
distribution web pages.
In order to fully understand the distribution channel strategy of the two brands we also
analysed the two Chinese websites. For this matter we simply went on the different websites
and compared their Web design, their information content and their branding strategy.

Primary Data Collection
This report used primary data from qualitative interviews and observations to gain a better
understanding of the topic. It was chosen to observe consumers and do qualitative research
with sales men and women in specialised stores, in order to gain a general understanding of
men’s consumer behavior of grooming products.
The stores where both the qualitative interview and observations took place were the
following specialized stores:
-

Sephora, West Nanjing Road

-

Mannings, West Nanjing Road

-

Watsons, West Nanjing Road

-

Sephora, East Nanjing Road

-

Watsons, By Shanghai Expo Centre

The reason for choosing specialized stores instead of, for example, supermarkets was to
access to more skilled staff with greater knowledge of men’s consumer behavior for the
qualitative interviews.

>


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