Researching Male Grooming Products
Background:
The male grooming industry is big – with estimates between $5 billion and $8 billion in annual
sales, and it’s still growing! Some large companies that are already active in this market
include: Unilever, Proctor & Gamble, Estee Lauder, and Nivea.
Your firm’s client, G&G Cosmetics, is looking to capitalize in this market and they want to
enter the male grooming industry by starting a new line of products for the “modern guy”.
Currently G&G Cosmetics makes cosmetics and personal grooming products for young
women of different ethnic backgrounds. The company’s competitively priced products are
sold in general merchandise stores (Target, Wal-Mart). To grow, it must expand to other
markets.
Objective:
Your objective is to conduct a marketing research study surveying the target market for the
new product category. Your team is required to provide G&G Cosmetics with a customer
analysis and recommendations for marketing the new product category to the intended
target market.
Secondary Research:
Using the internet as a resource, research the men’s personal grooming industry. Use the
provided spreadsheet to illustrate each of the companies’ product lines.
Complete the spreadsheet with a list, broken down by category, of all of the available
products for each company and how much the products are sold for. (You can use
websites like Target or Wal-Mart to find this information)





Dove Men+Care
Axe
Old Spice
Suave Professionals Men
Gillette
Primary Research:
Now that you have gathered some important primary information about a variety of
companies, you will need to determine what your target market is looking for in a
product.
Develop a survey that will help you determine important factors about your new
product line. In addition, be sure to include questions about price and quality as well as
Marketing Co-Op: Marketing Research Project
product selection (Use Chapter 29.2 Notes and the textbook to help create strong
survey). Your team is required to create at least 15 questions.
You will create your survey through the website survey monkey; you can reach the
website at this URL: www.surveymonkey.com. This website is easy to use, but you will
have to create an account using an e-mail address. Remember your log in information
because you will have to sign in later to see your results.
You must survey at least 40 people within your target market. Your surveys will be
posted on my website for easy access.
Once your surveying is complete, you will log in to your account, click on your survey
and then click on “analyze results”. Here website screenshots help you understand.
Click on your
survey
Click on Analyze
Results
Finally, you will see a screen that tells you how many people you surveyed and the results for
each question. Use the print screen key for each results segment. Gather these images and
put them together into a Power Point presentation. You will turn in this Power Point in as
evidence that you completed the survey segment of the assignment.
Marketing Co-Op: Marketing Research Project
Presentation:
Now that you have completed both primary and secondary research, your group is going to
create a well thought-out and creatively designed Power Point presentation for G&G
Cosmetics. This is essentially your sales pitch you will explain what you learned from your
survey and what products you recommend they produce, based on your findings. You must
come up with at least 5 new products for the company. In addition to product
recommendations, your team must advise G&G on how they should price their new
products for consumer purchase and where they should be sold.
Grading Rubric
Points available
Secondary Research (spreadsheet)
40
Primary Research (Survey on
SurveyMonkey.com)
40
Power Point of results
40
Presentation Power Point
 Each team member is required to dress
professionally on presentation day
40
Overall thoughtfulness and creativity of
presentation
40
Total
Marketing Co-Op: Marketing Research Project
200
Points scored