Industry Analysis of Deodorants in India
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Industry Analysis of Deodorants in India

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  • Did you know that people tend to judge one another by the way they smell? Well, you read that right. Latest studies have shown that people tend to form an initial impression by the way one smells.

    Few more foreign brands new to indian market like french factor, beverly hills, guess, David Beckham, Swiss Army, Tabac etc are ruling Indian e-retail stores. prices are competitive too.
    Info and product Source : http://www.straightline.in/product/gifts/deodorant-and-perfumes
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  • 1. ••••••••••••••••••••••••••••••••••••• THE INDIAN DEODORANT MARKET SUBMITTED BY: Aniruddh Mukerji(13PGP063) Geeta Hansdah(13PGP079) Keerthi Kiran Gautham(13PGP084) Ravi Kumar Singh(13PGP103) Sumit Ranjan Seth(13PGP113) Samkit Jain(12PGP112)4-Oct-13 1INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 2. Deodorant market in India PESTEL & Segmentation Competitive Analysis 4 Ps & SWOT of Deodorant PODs & POPs AGENDA 4-Oct-13 2INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 3. THE DEODORANT MARKET IN INDIA  India - a sub-tropical country. Deodorant - a crucial grooming product.  Market has grown from 103 crore in 2003 to 1300 crore in 2012.  With a current growth rate of 30%, in next 9 years 75% urban citizens and 10% rural citizens would be using deodorant.  Changing socio-economic fabric and women empowerment major factors for deodorant revolution.  Deodorants used as recruiter products.  Deodorants predominantly a male grooming product, but expansion into the women’s segment underway. 4-Oct-13 3INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 4. Major deodorant brands in the Indian Market  HUL-Dove, Axe, Sure, Lux  Cavinkare- Spinz  Mcnroe- Wildstone, Secret Temptation  Paras (Reckitt Benckiser)- Setwet Zatak  Adidas  Nike  P&G – Old Spice, Mum, Secret  Garnier(Loreal)  JK Helene curtis (Raymond)- Park Avenue  Godrej – Cinthol  Vini Healthcare – Fogg  Beisdorf- Nivea  Henkel – Fa 4-Oct-13 4INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 5. 4-Oct-13 * Euromonitor 5INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 6. 4-Oct-13 6INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 7. PESTEL Analysis of Deodorants 4-Oct-13 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 “. 7INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 8. Segmentation & Targeting of Deodorants 4-Oct-13 Age Group Segment Trends Brands targeting the segment 14 - 17 years 1. Influenced by parents. 2. Curious & explorative 3. No Loyalty. Axe, SetWet, Rexona, Fa, Spinz 18 – 22 years 1. More of an experimenting group. 2. Seek attention & want to be trendy. Axe, SetWet, Nike, Adidas, Cinthol. 23 – 28 years 1. Tend to become loyal towards a particular brand. 2. Try expensive variants. 3. Status seekers. Axe, Park Avenue, Nivea, Playboy 28 + years 1. High brand loyalty. 2. Health conscious. 3. High expenditure. Old Spice, Tommy, Dove, Parkavenue 8INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 9. Segmentation & Targeting of Deodorants based on Gender 4-Oct-13 Gender Segment Trends Brands targeting the segment Male 1. Experimenters. 2. Seek attention. 3. Influenced by advertisements. Axe, SetWet, Nike, Adidas, Park Avenue, Playboy. Female 1. Generally go by suggestions of their peers & elders. 2. Inclined towards fruity variants & long lasting fragrances. Rexona, Spinz, Dove, Eva. 9INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 10. Segmentation & Targeting based on Lifestyle 4-Oct-13 Lifestyle Segment Trends Brands targeting the segment Sporty & Outdoorsy 1. Anti-perspirant. 2. High on hygiene & bacterial properties. Nike, Adidas, Reebok. Sedentary 1. Inclined towards negation of body odour. Axe, Cinthol, Rexona. Heavy Commuter 1. Anti-perspirant. 2. Long lasting fragrance. Brut, Fogg, Cinthol. Highly Social 1. Image building. 2. Rich fragrance. 3. Status reflection. Old Spice, Tommy, Dove, Parkavenue, Playboy, 10INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 11. Competitive Analysis 4-Oct-13 AXE Deodorants – Market leader Park Avenue– Market Challenger Wild Stone – Market Challenger Cinthol,Set wet Zatak – Market Follower Adidas, Play Boy – Market Nicher 11INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 12. Positioning of various deodorants 4-Oct-13 COMPETITIVE FACTORS FRESHNESS LONGLASTING STRONG FRAGRANCE ANTI PERSPIRANT PRICE PACKING BRAND PROMOTION AXE √ √ √ √ WILDSTONE √ √ OLDSPICE √ √ √ BRUT √ ADIDAS √ √ √ PARKAVENUE √ √ FOGG √ √ PLAY BOY √ DOVE √ REXONA √ NIVEA √ √ 12INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 13. AXE Deodorants • Launched by Unilever in 1983 in France • Launched in India in 1999 phasing out Denim • Present market share -27% • Best selling brand of HUL • 36 variants • Available in 60 countries around the world 4-Oct-13 13INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 14. PRODUCT • Variety : Wide range of fragrances. • Quality : Dermatological testing , has no side effects and strong fragrance. • Design: Sturdy looks and twisting top, to minimize aerosol leakage. • Packaging: Distinctive metallic can with custom designed typography PRICE • Cheaper substitutes for expensive colognes and perfumes. •Priced at around Rs 150 •Pricing done considering middle income groups, helps in gaining market penetration PLACE • Strong marketing logistics network. • Relies heavily on location and distribution channels. • In-store communication • Over the counter strategy • Online and offline availability PROMOTION • 360 degree branding effort around central idea of seduction • Online initiatives • Viral marketing • Extensive use of television advertising. •Interactive marketing • Events and experiences 4-Oct-13 14INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 15. Strength • Market Leadership. • Affordable Price. • Wide variety of fragrances. • Excellent advertising and branding targeting the youth. • Good distribution, Promotions and campaigns for luring customers. • HUL’s strong brand name. Weakness • Only an urban market phenomenon. • Subliminal publicity “AXE effect” does not exist • Controversial advertising often leads to legal issues. Opportunity • Market aqueous and roll on types of deodorants. • Create new product lines targeting female customers. • Expansion into rural markets Threat • Deodorants sales are seasonal. Maximum sales happen in the summer months (April to September) • Deodorants without aerosols . • Copy by competitors. • Emerging local players with lesser price. 4-Oct-13 15INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 16. Positioning • High on confidence brand • Approachability (made for the regular youngster). • Keeps customers engaged with new fragrances. • Each fragrance has a unique character and is marketed uniquely • Adventurous marketing 4-Oct-13 16INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 17. POD for AXE: • Ann Gottlieb • Weapons of Seduction • Attraction quotient • Spray more, Get more POP for AXE: • Aerosol spray • Anti odour • Strong Fragrance • Dermatologically tested 4-Oct-13 17INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 18. References • www.euromonitor.com (accessed on 3/10/13) • http://www.theaxeeffect.com/ (accessed on 24/09/13) • http://www.hul.co.in/ (accessed on 24/09/13) • www.business-standard.com/india/...deodorant-market-in- india/443714/ (accessed on 24/09/13) • www.researchandmarkets.com (accessed on 24/09/13) 4-Oct-13 18INDIAN INSTITUTE OF MANAGEMENT RAIPUR
  • 19. 4-Oct-13 19INDIAN INSTITUTE OF MANAGEMENT RAIPUR