MARKETING REPORT FOR THE MENS CONSUMER SEGMENT

Source: Los Angeles CPR, http://losangelescpr.blogspot.com/2011/06/june-month-to-think-of-his-health.html, Retrieved Dec. 1, 2012.

GROUP 2: JENNIFER COZAD, CARLY DESROCHER, ELLEN MCKINNEY, FEIYIN WU, ALEX YOUNG
CSR 33200 Cross Cultural Marketing and International Retailing Section 02

December 4, 2012 Dr. Thelma Snuggs

I.

Definition of the Mens Consumer Market Segment

Male:
One

biologically born as this sex.

-U.S. Census

Additional Male Definitions

Masculinity

Biological- The make up of men Socialization- Result of proper socialization Psychoanalytical- Sociohistorical & Cultural Environments

Historical Context Geographic Location Class Standing Ethnicity Age Marital Status Sexuality

All the information in this slide was retrieved from U.S. Department of Commerce, U.S. Census Bureau. (2010). 2010 census, http://2010.census.gov/2010census/, and Strickland, A. (2012, March 24). Defining the new male ideal. Retrieved from http://www.cnn.com/2012/03/23/living/male-ideal-body-image/index.html

Gender Roles
Core Components

More Recently

Adventure/ Outdoors Altruism Family/ Love Fun Knowledge Leadership Sex

Spend more time at the gym and monitor body mass

"In addition to being financially successful, they need to be well-groomed, in good shape, emotionally skilled in relationships and the emphasis on looking good is just part of the bigger package -- the stakes have been raised."

All the information in this slide was retrieved from Marketing to Men: Breaking Down Demographic Barriers, http://www.javelinexperiential.com/experientialmarketing/influencer-marketing-experiential-marketing/marketing-to-men-breaking-down-demographic-barriers.

II.

Reasons Marketers Should Be Concerned About The Mens Market

Size of Markets

Income and Purchase Power

Brand Loyalty Attitude Towards Shopping

Size of Market

Mens population growing faster than womens

Figure 1: Percent Males in Population 20 Years Old and Over, 2000-2050

Source: U.S. Census Bureau, www.census.gov/cps/, Retrieved October 14, 2012.

All information in this slide was retrieved from: U.S. Census Bureau. Current Population Survey. March 2004; Packaged Facts

Income

Mens income are far ahead of womens

Figure 2: Median Income of People Aged 15 or older, working full-time, by sex, 1990 and 2003

Source: New Strategist, http://www.newstrategist.com/store/index.cfm/product/17_2/american-men-whothey-are-and-how-they-live-3rd-ed.cfm, Retrieved October 14, 2012.

All information in this slide was retrieved from: New Strategist, American Men - Who They Are & How They Live, 2nd Edition, New York: New Strategist Publication, 2006

Purchasing Power

Large purchasing power

$5.4 trillion

White, non-Hispanic, men have the largest portion

$4.2 trillion 77% of the total buying power

Other multicultural men

$1.1 trillion

Men ages 25 - 49 have 55% of the total buying power

About $2.97 trillion

All information in this slide was retrieved from: Brown, R., & Washton, R. (2005). The u.s. men's market. New York, NY: Packaged Facts. Retrieved from http://www.marketresearch.com/Packaged-Facts-v768/Men-Examining-Attitudes-Buying-Habits-

III.

Size of the Mens Consumer Market Segment

Total U.S. Population

Caucasian/White Alone Population

Hispanic/Latino Alone Population African American/Black Alone Population Asian Alone Population

Total U.S. Population

Total U.S. Population in 2010: 308,700,000
Figure 4: 2010 U.S. Population

50.8%

49.2%

Males Females

Source: U.S. Census Bureau, http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf, Retrieved October 14, 2012.

10

All Information in this slide was retrieved from: U.S. Department of Commerce, U.S. Census Bureau. (2010). Retrieved from Table 1. Population by Sex and Selected Age Groups: 2000 and 2010 website: http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf

U.S. White Population

197,436,000 Whites X 100 = 63.95% 308,700,000 U.S. Population White Males = 31.42% of Total U.S. Pop. White Females = 32.53% of Total U.S. Pop.

Figure 5: 2010 U.S. White Alone and in Combination Population

49.1% 50.9%

Males Females

Source: U.S. Census Bureau, http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf, Retrieved October 14, 2012.

11

All information in this slide was retrieved from: U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. by sex, age, Hispanic origin, and race:2010. Retrieved from website: http://www.census.gov/population/hispanic/data/2010.html

U.S. Hispanic Population

48,901,000 Hispanics X 100 = 15.84% 308,700,000 U.S. Population Hispanic Males = 8.14% of Total U.S. Pop. Hispanic Females = 7.69% of Total U.S. Pop.

Figure 6: 2010 U.S. Hispanic Population

51.4% 48.6% Males Females

Source: U.S. Census Bureau, http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf, Retrieved October 14, 2012.

All information in this slide was retrieved from: U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. by sex, age, Hispanic origin, and race:2010. Retrieved from website: http://www.census.gov/population/hispanic/data/2010.html

12

U.S. Black Population

38,624,000 Blacks X 100 = 12.51% 308,700,000 U.S. Population Black Males = 5.83% of Total U.S. Pop. Black Females = 6.67% of Total U.S. Pop.

Figure 7: 2010 U.S. Black Alone and in Combination Population

46.7% 53.3% Males Females

Source: U.S. Census Bureau, http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf, Retrieved October 14, 2012.

All the information in this slide was retrieved from: U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. by sex, age, black alone and white alone, not Hispanic: 2010. Retrieved from website: http://www.census.gov/population/race/data/ppl-ba10.htm

13

U.S. Asian Population

14,011,000 Asians X 100 = 4.53% 308,700,000 U.S. Population Asian Males = 2.17% of Total U.S. Pop. Asian Females = 2.36% of Total U.S. Pop.

Figure 8: 2010 U.S. Asian Alone and in Combination Population

47.9% 52.1% Males Females

Source: U.S. Census Bureau, http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf, Retrieved October 14, 2012.

All information in this slide was retrieved from: U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. population by sex and age, for asian alone and white alone, not hispanic: 2010. Retrieved from website: http://www.census.gov/population/race/data/ppl-aa10.html

14

IV.

Specific Characteristics of the Mens Consumer Market

Male Characteristics

Shopping Habits
Purchasing Decisions

15

Male Characteristics

Work Longer Hours than Females Leisurely Pursuits

Sports & Exercise T.V. Watching

Travel
Source: Images, images.google.com, Retrieved October 14, 2012.

Outdoor work

Lawn care

Source: Images, images.google.com, Retrieved October 14, 2012.

Exterior home maintenance

Car work Tool Use
Source: Images, images.google.com, Retrieved October 14, 2012.

16

All information in this slide was retrieved from: Brown, R., & Washton, R. (2005). The u.s. men's market. New York, NY: Packaged Facts. Retrieved from http://www.marketresearch.com/Packaged-Facts-v768/Men-Examining-Attitudes-Buying-Habits-

Male Characteristics
Less Common Characteristics

Household Activities

Cleaning

Cooking
Laundry Childcare

Source: Images, images.google.com, Retrieved October 14, 2012.

All information in this slide was retrieved from: U.S, Department of Labor, Bureau of Labor Statistics. (2011). American time use survey 2010 results(USDL-110919). Retrieved from website: http://www.bls.gov/news.release/archives/atus_06222011.pdf 17

White & Hispanic Male Characteristics

White Male Characteristics

Hispanic Male Characteristics

Need a significant amount of personal space Informal in conversations

Machismo

Even with new acquaintances

Used as a flattering term Provides distinction between sexes Refers to a males manhood

Courage to fight Honor and dignity Respect for others Love for the family

Majority of white males are outgoing

18

All information in this slide was retrieved from: His/Her Name Today: Understanding the Latino Culture, http://www.coedu.usf.edu/zalaquett/hoy/culture.html, and Characteristics of Caucasian Culture, http://www.press.umich.edu/pdf/9780472033041-

Black & Asian Male Characteristics

Black Male Characteristics

Asian Male Characteristics

Religion is a powerful force Family structure is very important Respect is vital for Black men Adventurous and more willing to take a little risk

Males are highly valued

More important than females

Collective Decisions Respect for elders Less open display of emotion and affection

19

All information in this slide was retrieved from: Pub Med, http://www.ncbi.nlm.nih.gov/pubmed/17985512, and Characteristics of a Traditional Asian Family, http://www.coedu.usf.edu/zalaquett/mcdp/Asian%20handout.htm.

Purchase Decisions

Women make the majority of in store and family purchasing decisions Men are still the primary breadwinner

Beginning to shop and participate in buying decisions more

Since 2003, women have only been responsible for 30% of mens apparel purchases 40% of men make up to 4 shopping trips each week
Source: Images, images.google.com, Retrieved October 14, 2012.

20

All information in this slide was retrieved from: Brown, R., & Washton, R. (2005). The u.s. men's market. New York, NY: Packaged Facts. Retrieved from http://www.marketresearch.com/Packaged-Facts-v768/Men-Examining-Attitudes-Buying-Habits-10

V.

Types of Products Men Consumers Purchase

Male Dominated Occupations

Top Products Consumed by Men

Our Recommendation

21

Occupations Dominated by Males

Construction

Carpenters: 98.2%
Electricians: 98.5% Painters/Paperhangers: 93.6%

Mechanics: 98.9%

Products primarily bought by men:

Construction Materials: Raw materials, electrical equipment, mechanical equipment, etc. Trucks and other larger vehicles

22

All information in this slide was retrieved from: U.S. Census Bureau. Current Population Survey. March 2004; Packaged Facts

Men, Vehicles, and Maintenance

Men are more likely to endure the challenges of vehicle ownership and maintenance

Used vehicles (+35.5%) vs. New vehicles (-5.8%) Gas and motor oil (+31.2%)

Finance charges on vehicles (+41.9%)

Vehicle maintenance (+28.4%) Vehicle insurance (+17.6%)

23

All information in this slide was retrieved from: Brown, R., & Washton, R. (2005). The u.s. men's market. New York, NY: Packaged Facts. Retrieved from http://www.marketresearch.com/Packaged-Facts-v768/Men-Examining-Attitudes-Buying-Habits-

Top Products for Male Consumers

Technology/electronics Workout supplements and apparel Sporting equipment Travel and excursions Alcohol

24

Recommendation: Male Cosmetics

Expectations for males personal upkeep is rising

$18.3 trillion spent on cosmetics each year

Includes 89% of White male population 41% of which are college graduates

Many companies have opportunity to benefit from this large market

Gillette

Slogan: Gillette, the best a man can get

Video: http://www.youtube.com/watch?v=H7hxkAClnF4

25

All information in this slide was retrieved from: (2009). Best customers: Demographics of consumer demand. (6th ed., pp. 554-555). Ithaca, NY: New Strategist Publications, Inc. Retrieved from http://go.galegroup.com.ezproxy.lib.purdue.edu/ps/retrieve.do?inPS=true&prodId=GVRL&userGroupName=purdue_main&tabID=&contentSet=GAL

VI.

Summary of the Mens Consumer Market

Why the Male Cosmetics Industry?

Subgroup to Market to in Mens Segment

Geographical Location to Focus Marketing

26

Why the Male Cosmetics Industry?

Male Cosmetic Industry is an emerging market Mens cosmetics and toiletries sales in the U.S. is estimated to reach $ 3.2 billion by 2016 Estimated $2.6 billion in sales in 2012 23% increase from 2012 to 2016. Electric trimmers and shavers have reached record growth numbers

Electric Shavers: 9% increase

Electric Trimmers: 12% increase

Facial Trimmers: 13% increase Ear/Nose Trimmers: 22% increase Body Groomers: 19% increase

27

All information in this slide was retrieved from: The NPD Group, http://www.premiumbeautynews.com/en/male-grooming-market-grows-at,4457.

Electric Grooming Devices Growth

Figure 10: Percentage Increase in Electric Grooming Device Sales 2011 to 2012
Percentage Increase from 2011 to 2012
25.00% 22.00% 20.00% 19.00%

15.00%

12.00%
10.00% 9.00%

13.00%

5.00%

0.00% Electric Shavers Electric Trimmers Facial Trimmers Ear/Nose Trimmers Body Groomers

Source: The NPD Group, http://www.premiumbeautynews.com/en/male-grooming-market-grows-at,4457, Retrieved November 27, 2012.

28

All information in this slide was retrieved from: The NPD Group, http://www.premiumbeautynews.com/en/male-grooming-market-grows-at,4457.

Why the Mens Cosmetics Industry?

Mens consumer segments spends about $2.6 billion dollars a year on cosmetics and toiletries A recent poll on Ape to Gentlemen.com

Only 7.48% said price was a determining factor in purchasing the product 65.42% effectiveness of the product was the most important attribute

60% of men will stay with a brand that works for them Emphasis for brands in 2013 should be to develop products that are more male friendly and effective.
All information in this slide was retrieved from: Ape to Gentlemen, http://www.apetogentleman.com/brands/industry-report-male-grooming-2011/.

29

Who and Where to Market

The South has the majority for both Blacks and Whites geographical concentrations Reach more men at once by focusing on the South 9,920,574 Black males reside in the South 55% of the 38,624,000 Blacks in the U.S. live in the south, of which 46.7% are male 34,898,787 White males live in the South 36% of the 197,436,000 whites in the U.S. live in the south, of which 49.1% are male Majority of cosmetic and grooming products are not racially specific Marketing to both these groups results in collective of 44,819,362 potential male consumers.

30

All information in this slide was retrieved from: Ape to Gentlemen, http://www.apetogentleman.com/brands/industry-report-male-grooming-2011/ and U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. by sex, age, Hispanic origin, and race:2010. Retrieved from website: http://www.census.gov/population/hispanic/data/2010.html.

Works Cited
Ape to Gentleman. (2011, January 04). Industry Report: Male Grooming 2011. Retrieved from http://www.apetogentleman.com/brands/industry-report-male-grooming-2011/.
Best Customers: Demographics of Consumer Demand. (2009). Ithaca, NY: New Strategist Publications, Inc. Retrieved from http://go.galegroup.com.ezproxy.lib.purdue.edu/ps/retrieve.do?inPS=true&prodId=GVRL&userGroupName =purdue_main&tabID=&contentSet=GALE&docId=GALE|CX1369400279&isETOC=true. Brown, R., & Washton, R. (2005). The u.s. men's market. New York, NY: Packaged Facts. Retrieved from http://www.marketresearch.com/Packaged-Facts-v768/Men-Examining-Attitudes-Buying-Habits. His/Her Name is Today. (n.d.). Understanding the Hispanic/Latino Culture. Retrieved fromhttp://www.coedu.usf.edu/zalaquett/hoy/culture.html.

Javeline. (2012, November 05). Marketing to Men: Breaking Down Demographic Barriers. Retrieved from http://www.javelinexperiential.com/experiential-marketing/influencer-marketing-experientialmarketing/marketing-to-men-breaking-down-demographic-barriers.
Nguyen, L. (2002). Characteristics of the Traditional Asian Family. Retrieved from http://www.coedu.usf.edu/zalaquett/mcdp/Asian handout.htm.

The NPD Group. (2012, September 04). Male Grooming Market Grows. Retrieved from http://www.premiumbeautynews.com/en/male-grooming-market-grows-at,4457.

31

Works Cited (Continued)

PubMed. (2007). Cultural Characteristics of African Americans. Retrieved fromhttp://www.ncbi.nlm.nih.gov/pubmed/17985512.

University of Michigan. (n.d.). Characteristics of American Culture. Retrieved from http://www.press.umich.edu/pdf/9780472033041-101AmerCult.pdf.

U.S, Department of Labor, Bureau of Labor Statistics. (2011). American Time Use Survey 2010 Results (USDL-11-0919). Retrieved from http://www.bls.gov/news.release/archives/atus_06222011.pdf. U.S. Department of Commerce, U.S. Census Bureau. (2010). Retrieved from Table 1. Population by Sex and Selected Age Groups: 2000 and 2010. Retrieved from http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf. U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. by Sex, Age, Hispanic Origin, and Race:2010. Retrieved from http://www.census.gov/population/hispanic/data/2010.html. U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. by Sex, Age, Black Alone and White Alone, Not Hispanic: 2010. Retrieved from http://www.census.gov/population/race/data/ppl-ba10.htm. U.S. Department of Commerce, U.S. Census Bureau. (2010). Table 1. Population by Sex and Age, for Asian Alone and White Alone, Not Hispanic: 2010. Retrieved from http://www.census.gov/population/race/data/ppl-aa10.html.

32

Questions?

33

Source: Images, images.google.com, Retrieved October 14, 2012.