Analysis of Indian Deodorant Industry

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This presentation helps u easy to understand Indian deodorant market,Point on which we have to be consider at time of new deodorant launch in India,their SWOT,too

This presentation helps u easy to understand Indian deodorant market,Point on which we have to be consider at time of new deodorant launch in India,their SWOT,too

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  • 1. THE INDIAN Amit K. srivastava DEODORANT MARKET
  • 2. AGENDA DEODORANT MARKET IN INDIA PESTEL & SEGMENTATION COMPITITIVE ANALYSIS 4P’S AND SWOT OF DEODORANT POD’S & POP’S
  • 3. DEODORANT MARKET IN INDIA INDIA –A sub Tropical Country. Deodorant- A crucial Grooming Product. Market has grown from 103 CR. 2003 To 1520 CR. in 2012 With a current growth rate of 39%, in next 9 years,85% urban and 15 % rural citizen would be using deodorant Changing socio economic fabric and women empowerment major factor for Deodorant revolution Deodorant Predominantly a male grooming product , but expansion into the women segment underway
  • 4. MAJOR DEODORANT BRANDS IN INDIAN MARKET HUL MCnroe RB VANESA • AXE • DOVE • LUX • SURE • WILD STONE • SECERET TEMPTATI ON • SET-WET • ZATAK • DENEVER
  • 5. P&G • OLD SPICE • MUM VINI • FOGG • 18+ MANKIND • KUSTODY • ADDICTION JKHC • PARK AVENUE BEVERLY HILLS BEISDORF HENKEL GODREJ • NEVIA • FA CINTHOL POLO ADIDAS NIKE REEBOK VLCC • ADIDAS • NIKE REEBOK FUEL POLO CLUB
  • 6. PESTEL ANALYSIS OF DEODORANTS Aspects Impact Political: Controversial advertisements of deodorants regularly subjected to criticism by politicians. Economic:- Poor economy leads to unemployment which further leads to fall in consumption of deodorants. Because the core driver for using deodorant as part of a routine is getting ready for work. Unemployment removes this. Social:- With change in Lifestyle and increase in personal disposable income, people tend to focus more on hygiene and therefore increase deodorant consumption. Technological :-The R&D costs are not very high. This provides for easy entry of new players in the deodorant market. Environmental:- Deodorants contain Aluminium which can lead to Cancer and Alzheimer’s disease. Also, Showering washes our deodorants and antiperspirants down the drain, introducing known or suspected toxins into our nation’s waterways. Legal:- ‘Axe deodorant Court Case’ – Axe was taken to court by a consumer because he was “unable to attract even a single girl “.
  • 7. SEGMENTATION &TARGETING OF DEODORANTS 14-17 YEARS AGE GROUP INFLUENCED BY PARENTS 18-22 YEARS ,AXE, REXONA, SPINZ, SETWET,FA 22-28 YEARS AXE, SETWET,NIVEA,CINT HOL,ADIDAS MORE OF AN EXPERIMENTING GROUP TREND TO BECOME LOYAL TOWARDS PARTICULAR BRANDS SEEK ATTENTION & WANT TO BE TRENDY TRY EXPENCIVE VARIANTS & STATUS SEEKERS CURIOUS & EXPLORATIVE NO LOYALTY AGE BASED 28+ YEARS AXE, PAR AVENUE, NIVEA ,PLAY BOY,OLDSPICE, TOMMY HIGH BRAND LOYALTY, HIGH EXPENDITURE &HEALTH CONCIOUS
  • 8. SEGMENTATION &TARGETING OF DEODORANTS MALE FEMALE 1- EXPERIMENTERS 2-SEEK ATTENTION 3- INFLUENCED BY ADVERTISEMENT EG:- AXE,SET-WET,PARK AVENUE, PLAYBOY 1-GENERALLY GO BY SUGGETION OF THEIR PEERS AND ELDERS. 2-INCLINED TOWARDS FRUITY VARIATANTS AND LONG LASTING FRAGRANCES EG: NIVEA,SPINZ,DOVE ,EVA, REXONA GENDER BASED
  • 9. LIFESTYLE BASED • ANTI-PERSPIRANT SPORTY & • HIGH ON BACTERIAL PROPERTIES .EG: NIKE ADIDAS OUTDOORS Y SEDENTRY HEAVY COMMUTER HIGHLY SOCIAL • INCLINED TOWARDS NEGATION OF BODY ODOUR • EG:-AXE ,CINTHOL, REXONA • ANTI-PERSPIRANT • LONG LASTING FRAGRANCE. EG: BRUTE, FOGG , CINTHOL • IMAGE BUILDING • RICH FRAGRANCE • STATUS REFLECTION. EG:TOMMY,OLD SPICE,PARK AVENUE,PLAY BOY
  • 10. 4P’S • VARITY: WIDE RANGE OF FRAGRANCES. • QUALITY:DEMITOLOGICAL TESTING,NO SIDE EFFECTS. • PACKAGEING: DISTINCTIVE METAL CAN • DESIGN:STURDY LOOK & MINIMIZE AEROSOL LEAKAGE • SUBSTITUTE FOR EXPENCIVE COLONGE AND PERFUMES • PRICE AROUND 150-200 • PRICING DONE CONSIDERING MIDDLE MAN INCOME,HELPS IN GAINING MARKET PENETRATION PRODUCT PROMOTI ON • 360 DEGREE BRANDING EFFORT AROUND CENTRAL IDEA OF SEDUCTION. • ONLINE INITIATIVES./VIRAL MARKETING • EXTENSIVE TELEVISION ADVERTISING PRICE PLACE • STRONG MARKENT & LOGISTICS NETWORK • IN-STORE COMMUNICATION • OVER THE COUNTER STRATEGY. • ONLINE & OFFLINE AVAILABILITY
  • 11. SWOT OF DEODORANT STRENGTH WEAKNESS OPPORTUNITY THREATS • WIDE VARITY OF FRAGRANCE • ONLY AT URBAN MARKET PHENOMENO N • SUBLIMINAL PUBLICITY DOES NOT EXIST. EG: “AXE EFFECT,1000 SPRAY,MANY MORE. • MARKET AQUEOUS AND ROLL ON TYPES OF DEODORANT • CREATE NEW PRODUCT LINE TARGETING FEMALE CUSTOMERS • EXPENSION INTO RURAL MARKET DEODORANTSALES ARESEASONAL • AFFORDABLE PRICE • EXCELLENT ADVERTSING &BRANDING,TAG TEING YOUTH • GOOD DISTRIBUTION & PROMOTION COPY BY COMPITITORS EMERGING LOCALPLAYERS WITH LESSER PRICE
  • 12. POSITIONING HIGH ON CONFIDENCE BRAND APPROCHABILITY-MADE FOR THE REGULAR YOUNGSTER. KEEP COUSTOMER ENGAGE WITH NEW FRAGRANCES EACH FRAGRANCE SHOULD BE WITH UNIQUE CHARACTER & MARKETED BY UNIQUELY. ADVENTOROUS MARKETING
  • 13. POSITIONING OF VARIOUS DEODORANTS COMPTITIVE WILD STONE FOGG AXE DOVE NIVEA BRUT PLAY BOY PARK AVENUE ADIDAS OLDSPICE REXONA SPINZ EVA CHINTHOL FRESHNE LONG STRONG SS LASTING FRAGRANCE ANTI PERSPIRANT PRICE PACKING BRAND PROMOT ION
  • 14. COMPITITIVE ANALYSIS MARKET LEADER AXE MARKET CHALLENGER PARK AVENUE MARKET CHALLENGER FOGG,WILDSTONE, MARKET FOLLOWER SET WET, ZATAK NIVEA, CHINTHOL, MARKET NICHER ADIDAS, PLAYBOY
  • 15. POD’S POP’S WEAPONS OF SEDUCTION ANTI-ODOUR ATTRACTION OF QUOTIENT STRONG FRAGRANCE 1000SPRAY, SPRAY MORE, NO GAS DERMATOGICALLY TESTED