For Real Men Shampoo + Conditioner, Shower Gel & Facial Cleanser

 company background  its competitors  entering men's cosmetic market (graph)

 Product  R  Functionality  Styling/packaging  Price  Suggested retail price  Place/distribution  Distribution channels

 main target market: men from 15 to mid 30s  average Joe type  median income  young working men ▪ aspired to be attractive to women ▪ like to party, workout, and listen to music  parody display -  many upscale consumers today buy inexpensive products  thus, R’s target market is open to male consumers in both middle and upper class

 Everything exclusive only to R for Men.  General beliefs  Boost in self-esteem and become more attractive.

 Print ads :  Rolling Stones, Maxim, Men's Health, Men's Fitness & Sports Illustrator and ads at gyms  TV Advertisements:  ESPN  SNL  3 and half Men  Bing BangTheory  Late Night Television (ex. The Tonight Show)

 utilitarian part - for function  convenience - characteristics (combination of body wash and facial cleanser, shampoo, sold separately)  guerrilla marketing  unconventional locations and intensive word-of-mouth campaigns to advertise our product  street teams distribute samples at different locations. such as sports events, mall, and gyms  social networking and crowd power to generate buzz - --> such as having credible athletes writers to create blogs about using "R“  advertisements on ESPN.com and nba.com  young opinion leaders from different social networks to "tweet" and "facebook" about our new product  James Franco as our celebrity endorser to catch more attentions regarding "R"

 Color  Appeal  Perceived Risk  Product Position

 masked branding  Due to market research we determined that consumers were unable to disassociate Revlon from women's cosmetics  creates this sense of mystique and uniqueness since it's never been heard of even though it is still owned and created by Revlon

 Personality  young, energetic, masculine, powerful, mysterious and sexy  celebrity endorsement, celebrity-brand match  Emotion  self-esteem advertising  remedy to negative feelings  stimulate positive feelings  Self-Concept  self-concepts that gratifies men's ego and desire to look attractive to women  masculine self-concept

 MOST APPROPRIATE:  Liking and Consensus  Consistency  Authority  LEAST APPROPRIATE:  Scarcity

 observational or modeling theory  behaviors are learned by watching the outcomes of others’ behaviors  employ celebrity endorser to be the spokesperson of the product  instrumental conditioning  rewarding the purchases made by customers with positive outcomes that serve to reinforce the behavior

 male sex role as tough, muscular and aggressive  applying cosmetic products = feminine.  media exposure about the images of men  metrosexual has been introduced by the media  describe those straight, urban males that are interested in fashion, home design, gourmet cooking, and personal care.  ubersexual

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