Secret first developed deodorant products in the 1950s and became the top-selling female deodorant brand by 1980. Now, Secret plans to reposition itself by introducing new male scents and packaging to expand into the male deodorant market. Secret will endorse celebrities in advertising campaigns promoting the new male products and focus on digital and social media to reach more customers. The goal is to increase Secret's total market share by appealing to both female and male users.

2. History of Secret!
• First ever Secret product was developed in the 1950’s
• In 1972, they came up with their tagline
“Strong enough for a man, but made for a
woman”
• By 1980 Secret became the no. 1 female
deodorant brand in the industry

3. Executive Summary
• About 95% American use deodorant
• Around $18 billion a year is spent on deodorant and antiperspirants
• The active ingredients present in both men and women products are
same
• Only the packaging and fragrance differs
• We are planning to reposition the product for men
• Will introduce new male scents and new attractive packaging
• Will emphasize on our tagline to build a hype
• Will endorse celebrities to feature on our ads.
• Will focus on online/social media advertising
• #letskeepitasecret will be all over the internet

4. Current market Profile
Research has shown that the deodorant and
antiperspirant industry is thriving with a 16% growth
within five years, from 2006 to 2011 and population
growth in the US will carry on to drive this market
through 2016 and beyond.

5. User of the product
Teenagers
 Younger users were significantly
more likely to make the switch than
their older users, which is grounds to
believe that the young consumer
group should be the main focus for
marketers
Males Vs Females
 During a study 40% of females select their significant other’s
antiperspirant/deodorant however only 18% of men would purchase
for their significant partner. As a result, when marketing
antiperspirant/deodorant to men, the response of female consumers to
packaging, scent and branding should be taken into consideration.
 14% of women and 16% of men reported having skin that is easily
irritated by antiperspirant/deodorant, which could help drive the all-
natural, organic and hypoallergenic formulations in the future.
 In the personal care category there is a sturdy growing trend because
of the growing attention of men towards grooming, hygiene and
appearance
 Male directed products are increasing briskly, exceeding the previously
women dominated cosmetics and personal care market.
 In respect to fragrances, males choose deodorants over the lavish
perfumes favored by females

6. All natural ingredients
• Mintel’s research confirms that only one in 10 people usually use
antiperspirant/deodorant with all-natural ingredients and fewer
than one in 20 purchase all-organic products
• There is also a growing trend towards more natural products as
there is an increase in the awareness about the benefits of
natural products.

7. Locations
• Deodorants market is matured in United States and Europe,
however developing regions including Asia-Pacific and Latin
America would contribute to enhanced deodorant sales.
• Europe is the largest regional market for deodorants worldwide.
• Europe and the United States of America mutually account for a
major share of the world deodorants sales.
• Asia-Pacific is dignified to be the fastest growing market for
deodorants with sales predicted to grow at a compounded
annual rate of 4.6% over the analysis period

8. Competitors
• One competitor for Secret is Degree, they are said to be the best
deodorant for tough workouts.
• Another major competitor is Dove, the best product they have are for
females
• One weakness that Secret deodorants has amongst competitors is
that they cater to a smaller market as they target females while both
Dove and Degree targets both genders.
• Another weakness is that they do not use natural products to cater
for people with sensitive skin. On the other hand Secret is affordable
with many options to choose from.

9. Repositioning Statement
• Secret deodorant has been around from 1956, and
they have been catering for females ever since, in
their terms helping women bring out the best in
themselves.
• we are planning to reposition Secret deodorant by
making a few adjustment to include male scents and
new packaging to appeal to males. Not only will this
bring a wider audience for secret it also eliminates
the competitive advantage competitors such as
degree and dove has over them.

10. Marketing Mix
Product: > Deodorant for men
> Manufactured by Procter & Gamble
> First male deodorant will be in market 2016
> Besides female brand deodorant company going to add men’s
deodorant.
Price: > Men’s deodorant price can be less than the female’s deodorant
> Minimizing the size from 73g to 68g
Place: > Retail merchandisers
> Supermarkets
> Drug stores
> Online stores
Promotion: > Online promotions
> Coupons
> Free Sampling

11. Conclusion
• Creative marketing campaign is crucial to be successful
• Risky ploy but has great potential to be successful
• Got to be ready to adapt to new situations
• Initial target is to create awareness among consumers
• Final goal is to become no. 1 in the industry

12. Let’s keep it a Secret!