Study about the Deodorant industry.
Getting the knowledge on features of competition
Scope of improvement to develop the Engage Deodorant sales.
Selecting one beat in order to learn about the Deodorant industry coverage and stock position in the
• Selecting one particular beat which contains all type of outlets.
• Getting the details on Actual v/s service outlets for the category.
• Beat potential : collecting data of Stock position and comparison with our brand
• Collecting the features of industry players and there SKU’S
• Competition advantages compared to us like USP,MRP.
• At last coming up with the ideas and input required to develop the brand sales .
• Visibility solution , Testers , Pop materials ,Display if required
Industry over view
Deodorant comes under personal care category , but unlike the norm in
personal care which is generally dominated by women: Deodorant
market is dominated by men.
Around 69 percent of the market is controlled by Men’s deodorant
products, and 31 percent of the market is accounted by women’s
Indian women have traditionally preferred perfumes and talcum
powders to deodorants, but this is changing slowly.
Women segment is still an untapped category with enormous growth
HUL : Axe, Dove
Vini Cosmetics : Fogg
Mcnore : Wild stone, Secret temptation
Marico : Set Wet
Wipro : Santoor,Yardley London .
Cavinkare : Spinz
Godrej : Cinthol
P&G : Old spice
Beiersdrif : Nivea
J.K .Helene Curtis: Park Avenue
Adiavis : Layer’s
Fogg and Nivea have hitting the right crowd by highlighting there
USP to customer.
Fogg a relatively a brand in deodorant space from home grown Vini
Cosmetics stable has beaten HUL’s popular deodorant Axe by
creating awareness on gas and no gas Deodorant.
Fogg and Set wet with clear message of ‘1000 sprays in the one
bottle’, grabbed the attention of the customers .
Competition Benefits :
1)Smaller pack sizes
2)Alcohol free Deodorant
4)Colure protection Deodorant .
Deo for Men Deo for Women Deo for Men & Women
Axe ,He, Set wet,Cinthol,old Spice
Brand Name Company Features Tag line Price &
Fogg Vini Antiperspirant deo
Fragrance ,Nature anti
Prevents body odour
Axe HUL Seductive scents,Long
15 to 16
Wild stone Mcnore Unique and sophisticated
Company Features Tag line Price & Volume Sku’s
48 hour’s Protection against
skin, Colorant free formula,
Pearl extracts/silver ions,Anti
Spinz Cavinkare A non Alcoholic perfume deo, Long lasting
175 (150ml) 5 to 6 Sku’s
two not found
J.K Helene Curtis
Defence against body odour,
Essences from nature, Long
hour’s of Freshness
we’re all a
Brand Name Company Features Tag line Price &
Set wet Marico Non- Aerosol
Long lasting effect
Old spice P&G 24 hour odour
protection ,Old spice
appeals to the man of
today with a heart of
180 (150ml) 7Variants
Yardley London Wipro Perfumed deodorant
body spray, Signature
English charm, Long
lasting fragrance, Floral
9 TO 10 apart
Classification : Features
Engage Nivea Fogg Fogg Spinz Dove Fogg Dove
Adidas - Dove Nivea Nivea Nivea Set wet Nivea
Old spice - - He Cinthol - - -
• Indians obsessed with
• Rising consciousness
among the consumers.
• Consumer feedback :
Most of Men & women
prefer Deodorant that
claim to provide
• Companies: Dove, Nivea.
Alcohol Free Deodorant
• Consumer Behavior:
• Informed & sensitive consumers.
• Greater desire for products with less
additives and more nutrition.
• Consumer feedback:
• Most of women have sensitive
underarm skin & are moving
towards alcohol free deodorants .
• Men & Women preferring
deodorants with 0% alcohol .
• Alcohol causes skin allergies &
• Competition: Dove,Nivea,Cinthol
Smaller Pack sizes
People wants to carry
deodorants to feel fresh
and stay odor free 24x7.
Trail is also needed
• Consumer Feedback :
• Affordability , Easier to
carry, test packs .
• Competition :
• Set wet, Spinz , wild
• Consumers care about
• Patches (or)
discoloration gives a
• Consumer feedback: A
hygiene factor .
• Engage helps to
Beat stock position by brand
Set wet 79
Wild stone 68
Park Avenue 101
Old spice 15
No: of outlets Coverage among 27 outlets
Engage 23 outlets
Fogg 20 outlets
Axe 19 outlets
Set wet 22 outlets
Wild stone 15 outlets
Park avenue 16 outlets
Eva 13 outlets
Spinz 10 outlets
Secret 9 outlets
Nivea 8 outlets
Old spice 4 outlets
Adidas 3 outlets
Outlet type wise SOH
Grocery 19 outlets with
ISS 2 outlets with 323
Cosmetics 3 outlets 196
Chemist 3 outlets with 21
Top A class 5 outlets
with more than 30 cans
272 cans soh
Class B:4 outlets with 96
cans More than 20 cans
Target outlets to
grow in women's
Total 1047 cans
in 27 outlets
Monthly sales 154
ISS: 34 cans
Chemist :3 cans
Inputs to develop the beat
ISS plan :
1)Plan to increase the number of facings for the Deodorant
2) Providing testers will show the sales growth especially in
3)Creating extra space : Week end plans to keeping bin
4)Plan for WOM with the help of in store helpers .Trying to
incentive on repeat orders.
1) Taking the help of beauty advisers in order for promotion .
2) Avoid clutter ensure shelf space.
3)Placing perfumes in this outlets will help to tap the Fogg and Nivea
4)Testers for those outlets whose SOH is more than 40 to 50 cans.
Grocery Outlets plan :
1)Plan for Grocery A outlets :These outlets will hold more than 30 cans .Even
the foot fall for this outlets will be more .
2)Avoid clutter ensure shelf space.
3)Providing testers in class A and B outlets will help in these set of outlets.
4) POP materials utilization in this set of outlets.
Plan for Chemist & Rest of Grocery :
1)Ensuring the coverage with key selling SKU’S ,mostly Men.
2)Pop materials utilization in this set of outlets.