New Product launch Deodorant

1. Workshop Assignment
Launching a new deodorant brand: ARMOUR
Submitted by:
Group 5
Names PRN
Anuj Miglani 18020241009
Dikshita Jhunjhunwala 18020241026
Hemant Jaiswal 18020241030
Jaskaran Singh 18020241032
Shreya Dasgupta 18020241067
Sweta Chauhan 18020241075
Bhawna Sehgal 18020241101

2. Armour
Brand name:
Protecting you all day
long
Tagline:

3. ViMiCo
To become the leading deodorant
provider globally.
Corporate objective
Mission
Marketing plan
Vision
To achieve 3% market share in the
next 3 years.
We provide deodorants for people to smell, feel and
do good-helping them to realize their aspirations &
express their individual personalities to the fullest.

4. Situational Analysis
Market Size
Market Growth
Current market size: 36566 million
INR
Growth rate: 10.5%
Potential: market is forecasted to
grow at 10-11%

5. Consumer analysis
Gender Age
Deodorant Preference:
Male: 50.5%
Female: 49.5%
Hence, deodorant is
popular among both
the genders.
People in the age group
of 16-25 (68.6%) prefer
deodorant the most
followed by the age group
of 26-34 (28.6%).
There is a gap between customer expectation
and perception when it comes to skin-
friendliness and long lasting attributes.

6. Competitive Analysis
• Vini cosmetics is the market leader
with 18.9 % market share
• Among these top players, Vini’ Fogg
and oriflamme’s Envy are into liquid
sprays
• Among all these brands only Nivea
has skin whitening properties
• Hence, the competition is limited in
these two segments:
• Liquid sprays
• Skin friendly and whitening
sprays

7.  Highly competitive market
 Low switching cost
 Common notion that deodorants are harmful to skin
 Readily available substitutes
Marketing Problems

8. To increase sales by 12% in the next 12 months (since, the deodorant market is growing at a rate of
10.5% annually).
Marketing Objective

9. Buyer Readiness Model
Non-awareness
Awareness
Knowledge
Liking
Preference
Conviction
Action
Think
Feel
Do
Advertisement (ATL)
• catchy ad campaigns
• Social media influencers
• Brand Evangelists
Advertisement (ATL)
• Tv
• Radio
• Press
• Word of mouth
• Personal selling
• In-store promotions
• Point of purchase
promotions

10. Text Here
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Segmentation and Targeting
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Outdoorsy IntrovertPartyWorkaholics
Text Here
20-30 40 and
above
31-40
Sec BSec A
Adventurou
s

11. Positioning: A skin friendly Deodorant
There is a gap between customer
expectation and perception in the skin
friendly attribute.
Therefore, our brand will focus majorly on
skin friendliness.

12. Skin friendly
Product:
White packaging that symbolizes
skin whitening
Solid logo
Different variants
Price:
Competitive pricing (180-350)
ESP:
skin protection and Long lasting
fragrance that keeps you confident
all day long
Place:
Retail stores
Hyper markets
Online platforms
Name: Armour
Tagline:
Protecting you all day long
Promotion:
Sales promotion (through evangelists and influencer)
Increase digital promotions
In-store promotions

13. Brand Association
ARMOUR
white colour
packaging
Safe on skin Skin whitening Long lasting Tagline Freshness Price
POD
POP

14. Value Proposition
Skin protecting, long lasting liquid
spray
Function
Emotion
Competitive pricing, making it pocket
friendly for the target audience
Economic
Trendy, voguish and enhance self
confidence
Self expressive benefits
Protection, freshness and liveliness
all day long

15. Customer Need Analysis
Customer
Needs
• Pricing (72.2%)
• Fragrance (88%)
• Long lasting effect
(91.6%)
• Skin friendly (90%)
• Seductive (73.6%)
• Fogg
• Yardley
• Engage
• Axe
ARMOUR• Long lasting
effect
• Skin Friendly

16. Product
 Liquid sprays
 Different variants for men and women
 Full size
 Pocket deodorants
 Sizes: 10ml, 50ml, 100ml
 Underarm skin whitening
 Irritation free

17. Price
 Moderate pricing
 Customer expectation and perception is
almost at par as per primary survey.

18. Place
• Main placement in retail stores
• Place products in hyper and
super markets
• Place products over all the
popular online platforms
• Over the counter strategies at
medical stores

19. FCB Grid
High
involvement
Feel Think
Low
involvement
Armour
Our product falls in the low involvement and feel
category.

20. Consumer Journey Map
Advertising
Digital
Usage
In store
Word of mouth
• TV ads
• Print media
ads
• Hoardings
• Billboards
• Social media
• Influencers
• Brand
evangelist
• Online reviews
• Brand Advocates
• Brand loyalists
• Packaging
• Trial
• Discounts
• Sales service
• Ease of use
• Benefits
• Experience

21. ATL PromotionsTelevision:
• Spots on music and entertainment channels MTV, 9XM, 9XO (because of high viewership)
• Maximising ads during Super A period (7-8 pm)
Radio:
• Airing our advertisements during the peak hours to catch peoples attention (on 93.5 and 98.3 because of high
listenership).
• Repetitive advertisements leading to easy recalls for customers.
Print:
• Focus on print media with high readership
• Newspaper: Advertising in lifestyle column in mainline dailies ( The times of India, The Hindu) and vernacular press.
Magazine:
• Advertising in fashion, entertainment and sports magazines (Femina, Outlook, sportstar)
Out of home:
• Bill boards: Putting up bill boards near super marts and malls
• Hoardings: Putting up hoardings at prime with high OTS
• Metro Panels: putting advertising in metro panels
• Airline promotions: Posting advertisements in airplane magazines and high OTS places inside the airplanes.
• Lamp posts
• Kiosks
• Bus banners and shelters
• Train wraps
• Sandwich men

22. BTL Promotions
Sales Promotion:
• Providing Discounts to customers
• Offering bundled cost saver packs
• Free sample distribution at college fests
• Sponsorships at events
• Appointing brand evangelists
Increase digital promotions:
 Websites
 Blogs
 Videos
 Bumper youtube ads
• Social media
 Instagram & Facebook campaigns
• Product placement in web series (FilerCopy, TVF)
In-store promotions:
• Standees in retail outlets
• Dispensers
• Increase shelf space
• Hanging mobiles

23. THANK YOU