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THE
INDIAN DEODORANT MARKSUBMITTED
Aniruddh M
Geeta Hans
Keerthi Kira
Gautham(1
Ravi Kumar
Sumit Ranja
Samkit Jain29-Dec-14 INDIAN INSTITUTE OF MANAGEMENT RAIPUR
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Deodorant market in India
PESTEL & Segmentation
Competitive
Analysis
4 Ps & SWOT
of Deodorant
PODs & POPs
AGENDA
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THE DEODORANT MARKET IN INDI
India - a sub-tropical country. Deodorant - a crucial groom
product. Market has grown from 103 crore in 2003 to 1300 crore
With a current growth rate of 30%, in next 9 years 75% ucitizens and 10% rural citizens would be using deodorant
Changing socio-economic fabric and women empowerm
factors for deodorant revolution. Deodorants used as recruiter products.
Deodorants predominantly a male grooming product, buexpansion into the womens segment underway.
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Major deodorant brands in the Indian M
HUL-Dove, Axe, Sure, Lux
Cavinkare- Spinz
Mcnroe- Wildstone, Secret Temptation
Paras (Reckitt Benckiser)- Setwet Zatak
Adidas
Nike
P&GOld Spice, Mum, Secret
Garnier(Loreal)
JK Helene curtis (Raymond)- Park Avenue GodrejCinthol
Vini HealthcareFogg
Beisdorf- Nivea
HenkelFa
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PESTEL Analysis of Deodorants
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Aspects Impact
Political Controversial advertisements of deodorants regularly subjecby politicians.
Economic Poor economy leads to unemployment which further leads tconsumption of deodorants. Because the core driver for usinpart of a routine is getting ready for work. Unemployment re
Social With change in Lifestyle and increase in personal disposabletend to focus more on hygiene and therefore increase deodo
consumption.
Technological The R&D costs are not very high. This provides for easy entryin the deodorant market.
Environmental Deodorants contain Aluminium which can lead to Cancer andisease. Also, Showering washes our deodorants and antipe
the drain, introducing known or suspected toxins into our na
waterways.
Legal Axe deodorant Court Case Axe was taken to court by a co
he was unable to attract even a single girl .INDIAN INSTITUTE OF MANAGEMENT RAIPUR
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Segmentation & Targeting of Deodoran
29-Dec-14
Age Group Segment Trends Brands targeting the seg
14 - 17 years 1. Influenced by parents.
2. Curious & explorative
3. No Loyalty.
Axe, SetWet, Rexona, Fa
1822 years 1. More of an experimenting group.
2. Seek attention & want to be trendy.
Axe, SetWet, Nike, Adida
Cinthol.
2328 years 1. Tend to become loyal towards a particular
brand.2. Try expensive variants.
3. Status seekers.
Axe, Park Avenue, Nivea
28 + years 1. High brand loyalty.
2. Health conscious.
3. High expenditure.
Old Spice, Tommy, Dove
Parkavenue
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Segmentation & Targeting of Deodorants based on G
29-Dec-14
Gender Segment Trends Brands targeting the segment
Male 1. Experimenters.
2. Seek attention.
3. Influenced by
advertisements.
Axe, SetWet, Nike, Adidas, Park
Avenue, Playboy.
Female 1. Generally go by
suggestions of
their peers &
elders.
2. Inclined towardsfruity variants &
long lasting
fragrances.
Rexona, Spinz, Dove, Eva.
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Segmentation & Targeting based on Lif
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Lifestyle Segment Trends Brands targeting the segment
Sporty &
Outdoorsy
1. Anti-perspirant.
2. High on hygiene & bacterial properties.
Nike, Adidas, Reebok.
Sedentary 1. Inclined towards negation of body odour. Axe, Cinthol, Rexona.
Heavy
Commuter
1. Anti-perspirant.
2. Long lasting fragrance.
Brut, Fogg, Cinthol.
Highly Social 1. Image building.
2. Rich fragrance.
3. Status reflection.
Old Spice, Tommy, Dove,
Parkavenue, Playboy,
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Competitive Analysis
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AXE DeodorantsMarket leader
Park AvenueMarketChallenger
Wild StoneMarketChallenger
Cinthol,Set wet Zatak
Market Follower
Adidas, Play BoyMarket Nicher
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Positioning of various deodorants
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COMPETITIVE
FACTORSFRESHNESS LONGLASTING
STRONG
FRAGRANCE
ANTI
PERSPIRANTPRICE PACKING BRAND
AXE
WILDSTONE
OLDSPICE BRUT
ADIDAS
PARKAVENUE
FOGG
PLAY BOY DOVE
REXONA
NIVEA
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AXE Deodorants
Launched by Unilever in 1983 in France
Launched in India in 1999 phasing out Denim
Present market share -27%
Best selling brand of HUL
36 variants Available in 60 countries around the world
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PRO
Variety : Wide range of fragr
Quality : Dermatological test
strong fragrance.
Design: Sturdy looks and twis
leakage.Packaging: Distinctive metalli
typography
Cheaper substitutes f
perfumes.
Priced at around Rs 15
Pricing done consider
helps in gaining market
PLACE
Strong marketing logistics network.
Relies heavily on location and
distribution channels.
In-store communication
Over the counter strategy
Online and offline availability
PROMOTION
360 degree branding effort around
central idea of seduction
Online initiatives
Viral marketing
Extensive use of television advertising.
Interactive marketing
Events and experiences
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Strength
Market Leadership.
Affordable Price.
Wide variety offragrances.
Excellent advertising andbranding targeting theyouth.
Good distribution,Promotions and
campaigns for luringcustomers.
HULs strong brand name.
Weakness
Only an urban marketphenomenon.
Subliminal publicity AXE
effect does not exist
Controversial advertisingoften leads to legal issues.
Opportunity
Market aqueous and rollon types of deodorants.
Create new product linestargeting femalecustomers.
Expansion into ruralmarkets
Thr
DesehamoSe
Deae
Co
Em
wi
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Positioning
High on confidence brand
Approachability (made for the regular youngster).
Keeps customers engaged with new fragrances.
Each fragrance has a unique character and is markete
uniquely
Adventurous marketing
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POD for AXE:
Ann Gottlieb
Weapons of Seduction
Attraction quotient Spray more, Get more
POP for AXE:
Aerosol spray Anti odour
Strong Fragrance
Dermatologically tested
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References
www.euromonitor.com(accessed on 3/10/13)
http://www.theaxeeffect.com/ (accessed on 24/09/13
http://www.hul.co.in/(accessed on 24/09/13)
www.business-standard.com/india/...deodorant-marke
india/443714/(accessed on 24/09/13)
www.researchandmarkets.com (accessed on 24/09/13
29-Dec-14 INDIAN INSTITUTE OF MANAGEMENT RAIPUR
http://www.euromonitor.com/http://www.hul.co.in/http://www.hul.co.in/http://www.euromonitor.com/ -
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