industry analysis of deodorants in india
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Apr 12, 2023 INDIAN INSTITUTE OF MANAGEMENT RAIPUR 1
••••••••••••••••••••••••••••••••••••••••••••• THE
INDIAN DEODORANT MARKETSUBMITTED BY:Aniruddh Mukerji(13PGP063)Geeta Hansdah(13PGP079)Keerthi Kiran Gautham(13PGP084)Ravi Kumar Singh(13PGP103)Sumit Ranjan Seth(13PGP113)Samkit Jain(12PGP112)
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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 INDIA
India - a sub-tropical country. Deodorant - a crucial grooming product. Market has grown from 103 crore in 2003 to 1300 crore in 2012. With a current growth rate of 30%, in next 9 years 75% urban citizens
and 10% rural citizens would be using deodorant. Changing socio-economic fabric and women empowerment major
factors for deodorant revolution. Deodorants used as recruiter products. Deodorants predominantly a male grooming product, but expansion
into the women’s segment underway.
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Major deodorant brands in the Indian Market HUL-Dove, Axe, Sure, Lux Cavinkare- Spinz Mcnroe- Wildstone, Secret Temptation Paras (Reckitt Benckiser)- Setwet Zatak Adidas Nike P&G – Old Spice, Mum, Secret Garnier(Loreal) JK Helene curtis (Raymond)- Park Avenue Godrej – Cinthol Vini Healthcare – Fogg Beisdorf- Nivea Henkel – Fa
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* Euromonitor
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PESTEL Analysis of DeodorantsAspects Impact
Political Controversial advertisements of deodorants regularly subjected to criticism by politicians.
Economic Poor economy leads to unemployment which further leads to fall in consumption of deodorants. Because the core driver for using deodorant as part of a routine is getting ready for work. Unemployment removes this.
Social With change in Lifestyle and increase in personal disposable income, people tend to focus more on hygiene and therefore increase deodorant consumption.
Technological The R&D costs are not very high. This provides for easy entry of new players in the deodorant market.
Environmental Deodorants contain Aluminium which can lead to Cancer and Alzheimer’s disease. Also, Showering washes our deodorants and antiperspirants down the drain, introducing known or suspected toxins into our nation’s waterways.
Legal ‘Axe deodorant Court Case’ – Axe was taken to court by a consumer because he was “unable to attract even a single girl “.
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Segmentation & Targeting of DeodorantsAge Group Segment Trends Brands targeting the segment
14 - 17 years 1. Influenced by parents.2. Curious & explorative3. No Loyalty.
Axe, SetWet, Rexona, Fa, Spinz
18 – 22 years 1. More of an experimenting group.2. Seek attention & want to be trendy.
Axe, SetWet, Nike, Adidas, Cinthol.
23 – 28 years 1. Tend to become loyal towards a particular brand.
2. Try expensive variants.3. Status seekers.
Axe, Park Avenue, Nivea, Playboy
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 Gender
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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 towards fruity variants & long lasting fragrances.
Rexona, Spinz, Dove, Eva.
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Segmentation & Targeting based on LifestyleLifestyle 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
AXE Deodorants – Market leader
Park Avenue– Market Challenger
Wild Stone – Market Challenger
Cinthol,Set wet Zatak – Market Follower
Adidas, Play Boy – Market Nicher
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Positioning of various deodorants COMPETITIVE
FACTORSFRESHNESS LONGLASTING STRONG
FRAGRANCEANTI
PERSPIRANTPRICE PACKING BRAND PROMOTION
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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PRODUCT • Variety : Wide range of fragrances.• Quality : Dermatological testing , has no side effects and strong fragrance.• Design: Sturdy looks and twisting top, to minimize aerosol leakage.• Packaging: Distinctive metallic can with custom designed typography
PRICE• Cheaper substitutes for expensive colognes and perfumes.•Priced at around Rs 150•Pricing done considering middle income groups, helps in gaining market penetration
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
4 P’S OF AXE DEODORANT
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Strength• Market Leadership.• Affordable Price.• Wide variety of
fragrances.• Excellent advertising
and branding targeting the youth.
• Good distribution, Promotions and campaigns for luring customers.
• HUL’s strong brand name.
Weakness• Only an urban
market phenomenon.
• Subliminal publicity “AXE effect” does not exist
• Controversial advertising often leads to legal issues.
Opportunity• Market aqueous and
roll on types of deodorants.
• Create new product lines targeting female customers.
• Expansion into rural markets
Threat• Deodorants sales are
seasonal. Maximum sales happen in the summer months (April to September)
• Deodorants without aerosols .
• Copy by competitors.• Emerging local
players with lesser price.
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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 marketed
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-market-in-
india/443714/ (accessed on 24/09/13)• www.researchandmarkets.com (accessed on 24/09/13)
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