Challenge, Insight & Solution – Deodorant in Indonesia

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Andi Boediman

This is a presentation for understanding the challenge, solution and insight for deodorant market in Indonesia

Challenge, Insight Solution
Deodorant in Indonesia
presented by
Andi S. Boediman
Strategic Innovation Consultant
andisboediman@gmail.com
www.ideonomics.com

Challenge, Insight & Solution – Deodorant in Indonesia

A Case for a new launch? Your client is one of India's oldest homegrown FMCG companies, TipTop Products. They have been key players in the Personal Care category for several decades, competing successfully with large multinational companies. They are currently present in the categories of soaps, shampoos, moisturizing creams, fairness products and talcum powder. They are focused in the northern and eastern parts of the country, although their products enjoy good distribution across India. Their products are popular both in urban (Tier 2) and rural areas. For the last 8+ quarters though, their growth has been stagnating. This is partly due to evolution of some of their key categories, as consumers seek other forms of Personal Care. TipTop's head of marketing has been studying this evolution of the market, and the changing consumer, and he feels that TipTop needs to revamp their product portfolio. He strongly feels that deodorants is a Personal Care category that TipTop needs to get into, because of its exploding growth and potential. Some of the other leaders at TipTop however, are not so sure. TipTop has hired you to help. Can you specifically answer these questions for them: 1. Should TipTop enter the Deodorants market? Would you look at a specific market segment or look at the overall market? Please provide your reasons based on the data provided. 2. If they choose to enter, what launch strategy would you recommend in terms of product type, distribution and marketing strategy? TipTop has provided some data for you to base your conclusions on. Please state what other types of data you might need.

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