The document discusses the deodorant market in India. It notes that the market is growing at 17-18% annually and was worth Rs. 1520 crore in 2012. Fogg has emerged as the market leader with a 12% share, outpacing Axe. The document then analyzes Fogg's product strategies, pricing, distribution channels, and promotions. It also examines the forces shaping competition in the deodorant industry in India using Porter's Five Forces model.

1. Group efforts
Rahul jain
Anurag lad
Onkar rane

2. Category
In the 9th century 1st under-arm deodorants was introduced in Al-Andalus from
Baghdad.
In 1888 the first commercial deodorant ’Mum’ came in market.
Deodorants are usually alcohol-based.Alcohol initially stimulates sweating, but may
also temporarily kill bacteria.
Deodorants may contain perfume fragrances or natural essential oils intended to mask
the odor of perspiration.
Indian Fragrance Industry
Fragrance
– Deodorant
– Perfume
– Roll On

3. Major deodorant brands in
Indian market

4. DEODORANT MARKET IN INDIA
 A subTropical Country. Deodorant- A crucial Grooming Product.
 Changing socio economic conditions and women empowerment are
major factor for Deodorant revolution
 Deodorant Predominantly a male grooming product , but expansion
into the women segment underway

5. Market size
 Consider the numbers – Almost 1000 varieties of deodorants
available in the market offered by 500 brands, with as many as
103 recent launches.
 The deodorant market is growing at 17-18% year-over-year
 Market has grown from 103 CR. 2003To 1520 CR. in 2012
 Between 2009 and 2014 the market jumped from Rs 500 crore
to Rs 2,300 crore
 While male deodorants contribute 69% to total sales, women's
categories are driving the market with faster growth.
 Deodorant is the largest category in the male grooming space.

6. Market share
Fogg is a leader with 12% market share.The
revenue from Fogg is around 25 crores as
compared to axe which decreased to less than
20 crores.Viewing these figures HUL at present
scenario can’t proudly say Axe as a product
which led the market few years back.(2014-15)


8. Classification : Gender
Only Male
Only Female
Both
Axe, HE,Set wet,
Old spice, Wildstone,
Park Avenue
Deo for Male
(41 %)
(41%)
Deo for Women
Dove,Santoor,Spin
z
(18%)
Deo for Men & Women
Fogg, Engage,Layer’s,
Nivea,Yardley)
http://www.euromonitor.com/deodorants-in-india/repor

9. Brand Profile

10. History
Fogg product ofVini Cosmetics.
Founded by Darshan Patel in 2010.
Vini Cosmetics is Located in Ahmedabad
Fogg was launched in India in 2011.

11. Product Strategies
•Variety :Wide range of fragrances.
• Quality : Dermatological testing , has no side effects and strong
fragrance.
• Design: Sturdy looks and & attractive aesthetics
• Packaging: Distinctive metallic can with custom designed typography

12. Pricing strategies
• Cheaper substitutes for expensive colognes and
perfumes.
•Priced at around Rs 150
•Pricing done considering middle income groups, helps in
gaining market penetration

13. Distribution strategies
PLACE
• Strong marketing logistics network.
• Relies heavily on distribution channels.
• In-store communication
• Over the counter strategy
• Online and offline availability

14. Promotional strategies
 360 degree branding effort around central idea of
Last longer
• Online initiatives
•Viral marketing
• Extensive use of television advertising. •Interactive
marketing
• Events and experiences

15. Porter's Five force

16. Bargaining Power of Suppliers
 High levels of competition among suppliers
acts to reduce prices to producers.This is a
positive for Deodorant.

17. Bargaining Power of Customers
 When produces have low dependence,
distributors have less bargaining power
 When there are large numbers of customers,
no one customer tends to have bargaining
leverage. Limited bargaining leverage
helps Deodorant. …
 When customers cherish particular products
they end up paying more for that one
product.This positively affects Deodorant. …

18. Intensity of Existing Rivalry
 Large industries allow multiple firms and
produces to prosper without having to steal
market share from each other. Large industry
size is a positive for Deodorant. …

19. Threat of Substitutes
 A limited number of substitutes mean that
customers cannot easily find other products
or services that fulfil their needs. Limited
substitutes are a positive for Deodorant. …

20. Threat of New Competitors
 If strong brands are critical to compete, then new competitors will have
to improve their brand value in order to effectively compete
 High sunk costs make it difficult for a competitor to enter a new market
 Advanced technologies make it difficult for new competitors to enter
the market because they have to develop those technologies before
effectively competing
 High capital requirements mean a company must spend a lot of money
in order to compete in the market. High capital requirements positively
affect Deodorant. …
 When barriers are high, it is more difficult for new competitors to enter
the market

21. Leader
Challenger
Follower
Niche

22. Conclusion
When all the Deodorants brands were coming with
the same type of product,Vini cosmetics came up
with a different type of product, a liquid based
product instead of gas.
The people of India have a common mindset of
getting more for less capital. Fogg understood this
human behavior and delivered a product in Indian
market with demonstrating this product with only
liquid and no gas
