INDIAN DEODORANT MARKET
Ravi Kumar Singh(13PGP103)
Sumit Ranjan Seth(13PGP113)
Samkit Jain(12PGP112)4-Oct-13 1INDIAN INSTITUTE OF MANAGEMENT RAIPUR
Deodorant market in India
PESTEL & Segmentation
4 Ps & SWOT
PODs & POPs
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THE DEODORANT MARKET IN INDIA
India - a sub-tropical country. Deodorant - a crucial grooming
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.
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Major deodorant brands in the Indian Market
HUL-Dove, Axe, Sure, Lux
Mcnroe- Wildstone, Secret Temptation
Paras (Reckitt Benckiser)- Setwet Zatak
P&G – Old Spice, Mum, Secret
JK Helene curtis (Raymond)- Park Avenue
Godrej – Cinthol
Vini Healthcare – Fogg
Henkel – Fa
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PESTEL Analysis of Deodorants
Political Controversial advertisements of deodorants regularly subjected to criticism
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
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
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
Segmentation & Targeting of Deodorants
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,
23 – 28 years 1. Tend to become loyal towards a particular
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,
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Segmentation & Targeting of Deodorants based on Gender
Gender Segment Trends Brands targeting the segment
Male 1. Experimenters.
2. Seek attention.
3. Influenced by
Axe, SetWet, Nike, Adidas, Park
Female 1. Generally go by
their peers &
2. Inclined towards
fruity variants &
Rexona, Spinz, Dove, Eva.
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Segmentation & Targeting based on Lifestyle
Lifestyle Segment Trends Brands targeting the segment
2. High on hygiene & bacterial properties.
Nike, Adidas, Reebok.
Sedentary 1. Inclined towards negation of body odour. Axe, Cinthol, Rexona.
2. Long lasting fragrance.
Brut, Fogg, Cinthol.
Highly Social 1. Image building.
2. Rich fragrance.
3. Status reflection.
Old Spice, Tommy, Dove,
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AXE Deodorants –
Park Avenue– Market
Wild Stone – Market
Cinthol,Set wet Zatak –
Adidas, Play Boy –
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Positioning of various deodorants
PRICE PACKING BRAND PROMOTION
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• 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
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• Variety : Wide range of fragrances.
• Quality : Dermatological testing , has no side effects and
• Design: Sturdy looks and twisting top, to minimize aerosol
• Packaging: Distinctive metallic can with custom designed
• Cheaper substitutes for expensive colognes and
•Priced at around Rs 150
•Pricing done considering middle income groups,
helps in gaining market penetration
• Strong marketing logistics network.
• Relies heavily on location and
• In-store communication
• Over the counter strategy
• Online and offline availability
• 360 degree branding effort around
central idea of seduction
• Online initiatives
• Viral marketing
• Extensive use of television advertising.
• Events and experiences
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• Market Leadership.
• Affordable Price.
• Wide variety of
• Excellent advertising and
branding targeting the
• Good distribution,
campaigns for luring
• HUL’s strong brand name.
• Only an urban market
• Subliminal publicity “AXE
effect” does not exist
• Controversial advertising
often leads to legal issues.
• Market aqueous and roll
on types of deodorants.
• Create new product lines
• Expansion into rural
• Deodorants sales are
seasonal. Maximum sales
happen in the summer
months (April to
• Deodorants without
• Copy by competitors.
• Emerging local players
with lesser price.
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• 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
• Adventurous marketing
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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
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• 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)
india/443714/ (accessed on 24/09/13)
• www.researchandmarkets.com (accessed on 24/09/13)
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