park avenue deodorant- ashish kumar(pgp30013)
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Park AvenueDeodorants
By,Ashish Kumar
PGP30013Ashish.kumarr@Hotmail.co
mBM-Sec A
#7054624995
Park Avenue Deodorants• 2nd highest market share in the
deodorant industry with Market Share of 7.7%• Positioning is done targeting
the male population• Brand Extension of Park Avenue
which is an extension of Raymond Group• Manufactured by J.K. Helene
Curtis Ltd.
Park Avenue Deodorants
Tagline:
“Deep down we’re all a little alpha”
Park Avenue Deodorants• Range• Park Avenue Classical range – 9 variants• Park Avenue Signature range – 4 variants
Park Avenue Deodorants
• Offering• Defense against Body odor• Essences from nature• Long hours of freshness
• Prices• 190-250 for 150 ml
Park Avenue
• 1986 Raymond Introduced Park Avenue to offer men "Complete Wardrobe Dressing Solutions".
Park Avenue
• The name "PARK AVENUE" was influenced by an elite, high street in Manhattan • One of the most
prestigious brands in the Raymond Apparel Ltd. portfolio.
Park Avenue
• Park Avenue has entered its 25th year and is among India's leading Men's "Ready Made Garment" brand• It enjoyed the Raymond
Heritage and took the values of trust, integrity, quality, excellence
Park Avenue
• Launched Women's range in 2007 catering to the need in the western formal wear segment
Park Avenue
• Park Avenue boosts of a wide distribution network with presence in more than 580 'The Raymond Shops', 28 Exclusive Brand Stores, 5 Exclusive Woman brand stores, more than 250 Multi-Brand Outlets. • Park Avenue also enjoy its
presence in Large Format Stores Like Shoppers Stop, Lifestyle, and Central
Park Avenue
• Park Avenue beliefs in offering high standard customer service & delight• Park Avenue Exclusive
Brand outlets are equipped trained sales staff to help & guide customers, with a warm & friendly ambience
J.K. Helene Curtis Ltd.• Established in 1964, J.K.
Helene Curtis Limited is a part of the Raymond Group in India• Value: CONSUMER DELIGHT
and QUALITY and LIFESTYLE products• Aim: "We as a family aim to
provide CONSUMER SURPLUS within ARM'S LENGTH OF DESIRE.“• Vision: BEST IN CLASS
J.K. Helene Curtis Ltd.• Brands• Park Avenue• Premium• Tru Tone
J.K. Helene Curtis Ltd.
• Market leaders in the Room Freshener and Eau De Cologne categories• Strength: Ability to build
world class quality brands• Among the top players in
categories such as Perfume Sprays, Body Deodorants
Market Size of Deodorant Industry
• The current market size is $493.3 million in India
Market Share of Park Avenue
• 2rd Largest market share in deodorant industry• 7.7% of market share
i.e. $37.98 million
Fogg
Park Avenue
Axe/Lynx/Ego
Engage
Set Wet
Eva
Nivea
Nike
Fa
Spinz
Dove
Old Spice
0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00
2014 % Market Share
% Market Share
Bra
nds
Market Growth of Industry
2012 2013 20140
50
100
150
200
250
300
350
400
450
249
319
393.6
Deodorant Industry
Year
Mark
et
Siz
e($
mn)
Year % Market Share
2012 249.0
2013 319.0
2014 393.6
Market Growth of Park Avenue
Year % Market Share
2012 2.3
2013 3.8
2014 7.72012 2013 2014
0
1
2
3
4
5
6
7
8
9
2.3
3.8
7.7
Park Avenue Deodorants
Year
% M
ark
et
Sh
are
4 P’s
• Product: Park Avenue deodorants offers long lasting fragrance and freshness• It comes in two
ranges• Classic Range ( 9
Variants)• Signature Range ( 4
Variants)
4 P’s
•Price: • Classic Range: Rs. 190.00-195.00 for 150ml/100g bottle
• Signature Range: Rs. 234.00-257.00 for 150 ml/100g bottle
4 P’s
• Place: Available at all ‘The Raymond Shop’ across India. Except I.Q. all other deodorants of PARK AVENUE brand could be purchased from established retailers e.g. BIG BAZAAR (PANTALOONS RETAIL INDIA LIMITED).
4 P’s• Promotion: The
company has launched various advertising campaign to increase the awareness among consumers.
E.g. Tagline : “A man marks his territory”
URL : https://www.youtube.com/watch?v=VACYGAQ8Tqg
Positioning• The brand has mainly
targeted Male customers
• Positioned as a manly and long lasting fragrance
• In addition to this different range of deodorant have their own positioning targeting consumers of different mindsets
Tagline:
Deep down we’re all a little alpha
Positioning• Classic Range
• Storm (Tagline: energetic, suave, cool, the star’s fragrance)
• Horizon (Tagline: airy, oceanic, profound, the traveler’s fragrance)
• Alpha (Tagline: precise, strong, ahead, the director’s fragrance)
• Cool Blue (Tagline: calm, smooth, breezy, the temperate fragrance)
• Tranquil (Tagline: serene, august, relaxed, the sailor’s fragrance)
• Cruise (Tagline: fresh, wavy, soothing, the explorer’s fragrance)
• Good Morning (Tagline: rejuvenating, prim, composed, the enigmatic fragrance)
• 8. I.Q. (Tagline: vibrant, winsome, fast, the torchbearer’s fragrance)
• Believe (Tagline: A man marks his own territory, versetile)
Positioning• Signature Range:
• Jazz (Tagline: A aromatic and delicate fragrance that carves its way through)
• Zing (Tagline: A elegant and masculine fragrance that accentuates your identity)
• Voyage (Tagline: Fragrance for men to seek to conquer frontiers)
• AlterEgo (Tagline: Aroma that sinks with every mood, soul mate for your personality, compliments the many lives you live)
References• http://www.portal.euromonitor.com/portal/statistics/tab• http://parkavenue.co.in/MC/the-company.htm• https://
www.facebook.com/pages/Park-Avenue-Deodorants/196382097122057?sk=timeline
• http://www.business-standard.com/article/management/park-avenue-s-deodorant-mist-grows-slow-steady-114060901046_1.html
• http://www.afaqs.com/interviews/index.html?id=411_Seduction-is-not-the-only-motivation-of-a-man-Raja-Chakraborty-Park-Avenue-Deodorant
• http://www.slideshare.net/Flgnsngh3/deodorant-industry-in-india141105fs• http://
www.afaqs.com/interviews/index.html?id=411_Seduction-is-not-the-only-motivation-of-a-man-Raja-Chakraborty-Park-Avenue-Deodorant
• http://www.raymondindia.com/grp_jkhc.asp#.VZZnLscapYg• http://www.slideshare.net/MohdDanishHasan/park-avenue-project-report• http://www.raymondindia.com/ir_fr.asp#.VZ-GkccapYg
Thank You
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