The Man Company's AVP of Marketing, Jatin Luthra discusses its growth and trajectory, challenges as a direct-to-consumer brand, audience segmentation, social media strategy, and changing perception of men's grooming.
Reflecting on this industry evolution, Jatin Luthra, AVP of Marketing at The Man Company, discusses the company’s growth, marketing strategy, challenges as a D2C brand, target audience segmentation, social media strategy, the changing perception of men’s grooming, approach to influencer marketing, and future marketing goals in this candid interview.
Before I get into the marketing strategy of The Man Company as a brand, I would first like to clarify the category we are dealing with. Many people say we are a personal care brand, while others say we are into men's grooming products. Influencer marketing for us is more of a campaign itself, involving the right content creators for the right products and messages.
This includes understanding the right media for different consumer cohorts and working with the right agencies and brand partners. In summary, our strategy involves a strong focus on content, influencer collaborations, strategic partnerships, and balanced performance marketing to build a long-lasting and emotionally connected brand.
To bring the brand out and break the clutter, we have to spend a good amount of money on digital and offline media and differentiate in terms of the new product offerings we come up with. It has been challenging, but we have done a pretty good job of staying relevant throughout these nine years with the right product innovations and brand campaigns.
There are four or five brands that disrupted the men's grooming market around eight to nine years ago, and all of them are doing well in this space. Essentially, we aim to provide the right products, education, and content so that men feel like gentlemen and can become better versions of themselves. We aim to expand our revenue with around 40 to 50 different SKUs. Our NPD team works tirelessly to launch new products catering to all men's personal care and grooming needs, from head to toe, including foot massage cream, foot deodorizer, hair fall control shampoo, and intimate wash.
Our communication strategy for fragrances versus grooming products is very different. Being a lifestyle brand, we continually create innovative content on Instagram, whether it's educational, trending topics, product-based concepts, or grooming tips. If it is part of a bigger campaign, like if I'm launching a new product and doing a brand campaign and I want influencers to help, then I can do that.
This shift has happened in India, and I think The Man Company is one of the torchbearers when it comes to the change in men's grooming. From a category perspective, the credit goes to these four or five brands that are doing pretty well right now, including Bombay Shaving Company, Beardo, and the likes of Garnier Men.
These brands have been launching a lot of innovative products, and nobody talked about men's care before. With the advent of brands like ours, people now realize that they need these products and have started using them. We ensure as a brand that we stay true and convey the right message in line with the new definition of a gentleman.
How does The Man Company educate consumers about its new offerings, and what strategies do you employ to generate interest and drive sales?For new product launches, we ensure top-of-the-funnel visibility on platforms like Flipkart, Amazon, Myntra, and Nykaa. What was the inspiration behind starting the podcast, and how has it impacted brand awareness and engagement?
Now, you see new podcasts coming up every day, whether from brands, influencers, or other known personalities. The main reason for starting the podcast was to promote positive manliness and create content and safe spaces for men to discuss various topics. At that time, no personal care brand was doing organic, non-product-focused content.
We are planning season two this year, aiming to reach a broader audience and bring in more guests to discuss different aspects of a man's life. The Man Company's blog section has a lot of informative content.
You spend a lot of money bringing people to your website through engaging content, but the website is where they decide whether to buy the product or not. Educative content about the product is crucial here.
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