Presentation_ Comestics in Nigeria.ppt
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Transcript of Presentation_ Comestics in Nigeria.ppt
Cosmetics in Nigeria
Religion
Impact on Cosmetics-Islam’s effects
- Cosmetics appropriate in “certain situations”
Education and Language
• Only 16.5% complete secondary education
• Literacy Rate: 75.6% male/ 60.6% female
• Official Business Language: English
Income and Population
• Population: 128,771,988• 60% of the population lives below the poverty
line• Median age: 18.5 years old• GDP per capita is $1,000 ($40,000 less than
USA)
Media
• Radio- 36 FM Stations and & 87 AM Stations
• Television- 3 channels (2 state operated)
• Newspaper/Magazines
Shopping Habits
• Trading Culture• Cash is king (Naira)• Higher shopping frequency than Americans• Cosmetics are luxury; shop by necessity• Income plays a role
Retail Outlets
• Supermarkets: 5%
• Convenience stores: 40%
• Traditional: 55%
Cosmetic Shopping
Lower Income• Traditional /
convenience• Happy to own• Buy for
immediate future
Middle/Upper IncomeSupermarket• Higher-quality /
Latest fashions• Wear around or
outside home• Nice Collections
Cultural Themes
• Bright colors
• Women wear make-up post graduation or dating
Market Segments
• Over 250 ethnic groups
• Post graduate women – Urban
• 22-50 years old
Interview Analysis
• Role of Cosmetics
• Social Implications
• Target Audience Identified
• Benefits of Make-Up
• Popular Shades
• Major Retailers
Does Cosmetics play a Major Role in the Life of Nigerian Women?
Answer lies in the Eye of the Beholder
Role of Cosmetics
• “The role of Cosmetics in Nigeria is the same everywhere, people want to look good so they wear makeup”
-Kaine
• “It really don’t play a big role”- Ese
Social Implications
• Out of Control
• Loose
• Arrogant
• Beautiful
• Mature
• Fashionable
Target Audience
• Women (22-50 years of age)
• Out of School (Post college)
• Middle Class
Benefits
• Beauty Enhancing
• Ritual Purposes
Popular Colors
• Red
• Black
Where Can Cosmetics Be Purchased?
• Small In-Town Shops
• Limited Selection
• Only Accepts Cash (Naira)
• Pharmacies
• Wide Selection
• Family Owned
Marketing Strategy
• Product • Place
• Price
• Promotion
Product
• Lipstick (shades of red, pink, and black)• Eye Liner (black and brown)• Eye Shadow (Bright colors and Earth-tones)• Foundation (match skin tones)• Rouge
Price
• Price Penetration-Appeal to lower and higher income Women
• Moderately Priced
Place
• Multiple distribution channels• Pharmacies • primary location• Nail and Beauty salons• Sales team
Promotion
• Sales Team
• Radio Ads
• In-Store Promotion
Strategy Effectiveness
• Customer focused
• Monitor trends
• Evaluate
Recommendations
• Many Distribution Channelso Pharmacieso Salonso Sales Force
• Competitive Pricing
• Advertising
Works Cited
• "Education in Nigeria." Online Nigeria. 28 Feb. 2006. Online Nigeria Daily News. 28 Feb. 2006 <www.onlinenigeria.com/education>.
• Evbuomwan, Ese. Telephone interview. 3 Mar. 2006.
• "Nigeria." CIA- The World Factbook. 20 Feb. 2006 <www.cia.gov>.
Works Cited
• Nigeria Retail Food Sector Report." 18 Dec. 2003. 24 Feb. 2006 <www.fas.usda.gov>.
• Okonkwo, Osinanna, "Henry". E-mail interview. 2 Mar. 2006.
• Ross, Heather. "Beautifying Oneself and Islam." 28 Feb. 2006 <www.ummah.com/islam/beauty1.html>.
• Teme, Kaine. Online interview. 2 Mar. 2006. • "Toyin's Nigeria Shopping Tips." Virtual Tourist. 24
Feb. 2006 <www.virtualtourist.com>.