As a part of the seminar ‘Marketing stratégique et opérationnel', we are going to take on the role of a marketing manager in order to propose a new range of products that could allow Redken for men to become the number one men's brand in the salon professional industry.
To be able to do that, we will begin by a study of the men hair care market based on the analysis of the general market, the consumers and the competitors.
In the second section, we will analyze the status of Redken For Men and two of its closest competitors in order to build the SWOT analysis of the brand in a local market.
The third part is dedicated to our creation of new products, packaging and communication campaign that will result from the analysis.
Tags: Redken SWOT analysis, Redken positioning, Redken SWOT analysis, L'oreal vs Redken, L'oreal Redken
[...] The design of the products appears traditional, elegant and sober Schwarzkopf The brand offers a line specially designed to men, Schwarzkopf Bonacure Men Hairtherapy: Hair care with different shampoos and serum (activating, dandruff control, hydrating, vitalizing) Styling product (gel) The men's line seems a bit smaller than Redken for men. The packaging is sophisticated lending an air of elegant modernity and purity. All the products in the BC range are identifiable by color- coordination. The sober and modern design gives to the products a therapeutic feel. [...]
[...] Moreover, Redken for men takes advantage of the Redken's image that is represented by professionalism and fashion. Indeed, they have been able to combine their awareness of fashion (street trends and modern hair needs) and their scientific strength. It is well represented by their values, which are fashion, science and inspiration. Finally, Redken for men is the first complete products range for men that have been developed on the market. However, according to the hairdressers, the Redken for men's products are not yet well known by men in Belgium The new Redken for men's products Thanks to our analysis, we are going to try to develop a new Redken for men's product range that will be able to meet the consumers' expectations. [...]
[...] Indeed, as we have been able to see, the Redken for men name and products are not enough in evidence in these salons. We want men to be able to see that a complete product line is dedicated to them in order to attract them. To make it more visible, several elements can be developed: Display case Posters Mirror decoration In a second step, the hairdressers' websites should be more developed: The presentation of Redken for men's products and their properties. [...]
[...] A luxury hair care manufacturer such as REDKEN FOR MEN uses a selective distribution selling its products only in professional salons. In consequence, the main competition happens across them. In order to have a general view about the Belgian competition against which REDKEN FOR MEN is facing, we have analyzed the distribution in the professional salons. We have founded different professional brands such as: Olivier Dachkin, a mixed range of hair product. That brand is the Belgian leader with its 100 professional salons selling all its products. [...]
[...] As Redken for men, Schwarzkopf provides to men answers to any specific needs for each kind of hair problems. Sebastian international, offering a large range of luxury products spreading from shampoos to make up. That brand, well- known by the hairdressers, is mainly present in Brussels with its 50 distributors. Innovation is the core corporate value. Aveda men, with a hair product line designed to men. The brand is involved in environmental sustainability policy: Aveda believes in conducting business in a manner that protects the Earth Tigi, with its modern and mixed range of luxury hair products. [...]
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