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K. L. Somaiya Company of Supervision Studies and Research Marketing Management Deodorant Market of India , An Overview (Main Brand Researched – Dove) Submitted to: Professor Kiran Sharma Submitted by: Sneha M Zawar PGDM (Communications) Roll simply no: 60 05 – Aug – 2012 Contents Overview of Market: two Market Statistics: 3 Case Study: Dove5 Record: 5 Source: 5 Segmentation5 Target: 6th Positioning: 6 Unique Sellng Proposition: six Milestones: 6th Advertisemnt, Syndication and Advertising: 6 Price Postioning: several Growth Potential customers: 7 Competition Analysis: six

Trends of Indian market8 Fall gaps and Prediction: 9 Options and References9 Overview of Marketplace: In warm country like India, Deodorants are considered to become essential personal care product via grooming perspective, to prevent human body odour and make you feel fresh.

Assocham’s new report demonstrates Deodorant marketplace of India is ready at 1800 Crore and is expected to develop at 57%, of this rotate on marketplace has share of 500 crore Key companies with this segment of personal care will be: * Unilever with brands like Ove, Axe, Sure, Lux Cavinkare with manufacturer like Spinz * Mc-N-Roe with brands like Crazy Stone and Secret Temptations * Paras Pharma (now owned simply by Reckitt Beckinser) with manufacturer Set Wet Zatak 5. Coty that has Adidas 5. Nike * Garnier 5. J. T. Helene Curtis (Raymond) that has Park Opportunity * Godrej has deo with brand name Cinthol * Vini Health-related with manufacturer Fogg 5. Beirsdorf with brand Nivea These are all major brands in the mass category. There are many premium brands of Deodorant catering to urban top-notch but have at least percent of market share in India. Industry Statistics: Industry share when it comes to percentage pertaining to premium v/s mass deodorization deodorizer is a couple of and 98percent respectively that can be shown in the chart beneath * The growth in revenue of deodorization deodorizer sprays via 2006 to 2011 is definitely shown in figure listed below Premium v/s Mass antiperspirant, cleanser, cosmetic, Source: Euromonitor 2012 Percentage Breakdown of Market Stocks of Various Brands Case Study: Ove History: 5. This brand began in United states of america in 1959, In cui was launched in India in 1995 as a brand which crafted to downtown women with its soap and after that in 2004 on roads of brand file format entered deodorant category about the same line of 1/4th moisturising cream. It is the manufacturer which is devoted to widening the sweetness because consider that magnificence comes in everyone, shapes and size and promotes the rand name with ‘non-models’commercial Tagline: “Effective Protection Better Result” Origins: * This can be a personal treatment brand simply by Unilever, It came in India in 1995 and brought in and marketed by Hindustan Unilever. 5. Unilever won Best Online marketer Award 7 years ago for its brand Dove Segmentation * Market Segmentation: Gender: Females Excessive Income and middle course women Pyschographic Segmentation: That tries to replace the mind set of average females that the girl can look fabulous and Its antiperspirant, cleanser, cosmetic, target the segments on various lines of Calming and moisturising, dry man made fibre antiperspirant, Freshness and epidermis lightning intended for dark underarms and beautifying under biceps and triceps and promises long lasting freshness. Target: This targets females in the age group of 15-40, urban, metropolitian and women of tier two cities. Placing: * It truly is positioned being a brand which feeds, care and has unique market specialty area. It has released new varients time to time in order to comply with the changing want of women and comply with industry standards, Dry out silk that has been launched as antiperspirant, then fresh with specialized lemon n cucumber extracts which has been positioned while deo which in turn renders long lasting freshness and moisturise while skin whitening which was introduced recently to compete against nivea which claims to whiten dark underarms Exceptional Sellng Idea: * That assures day after day protection from perspiration, It has spread and permeated in the personal care marketplace with the promo campaign ‘Real Woman’.

This is very unique into a brand because even their media advertising strictly concentrate on the mantra of producing every common woman produce feel special and beautiful and includes simply no models in the advertisement Milestones: * Unilever has maximum market share in Deodorant category in India having its brands Axe, Sure, In cui and Lux. * In cui is one of the big companies in woman category and it is can arise as a market leader using its unique varients, competitive rates and superb fragrance and active ingredients (lemon grass, man made fibre powder, 1/4th moisturiser, pearl actives, cucumber) Advertisemnt, Syndication and Providing: Dove released a marketing advertising campaign in 2008 playing fewer on super models and emphasising even more on true women i. e real people posing camera * In cui regularly uses magazines just like cosmopolitian, Femina, Marie clairette for advertisemnts * On the net advertisemnt continues to be excessively observed in past 3 years with start of new varients of Antiperspirant, cleanser, cosmetic, * Division channels for Dove can be same as like any other Unilever brand. It truly is avilable since OTC merchandise in stores malls in metro and tier-2 urban centers. Deodorants can also be available on shopping sites review where there happen to be special offers and added discount rates. Dove deo are sold in 150-175ml pots and exceptional introductory gives as totally free dove cleaning soap and free of charge face rinse were brought to make their category even more price – efficient and appealing to customers. Price Postioning: * Dove deodorants cost competitive prices 150ml packs of deo is priced at 160-175Rs * Dove products are priced premiumly as consumer associate price with effectiveness but cleansercosmetic fall conditions as the deodorant industry of mass category can be predominant and to sustain an excellent market share, In cui has charged its product at competitve range Progress Prospects: Deodorant market of India can be male completely outclassed, 60% talk about is of men deodorants and 40% of ladies of which Ove has a stake of 8. 5-10%. 5. Women Deodorization deodorizer market is continuing to grow at approximate growth level of forty percent in last 2 years, with this growth, there is tremendous potential for brand to enter in the market Rival Analysis: * Main brands in the woman deodorant category are Spinz, Nivea, Avoi, Sure, Adidas, Nike and a few Secret Enticement and Fogg. * Dove has launched different varients of antiperspirant, cleanser, cosmetic, to compete with different brands on several lines. Nike, Nike offers antiperspirants and targets higher and higher middle class consumer, because the product features high company value sense to it . a brand mindful and set consumer which is problem for Ove, to take on these brands it has got antiperspirant like ‘Dry Silk’ 2. Spinz and Eva positions its merchandise for children on the lines of Freshness and Flamboyance, Dove offers very different placement altogether but it really has introduced varients called IN CUI FRESH with lemon lawn and cucumber extracts which may target females choosing deodorant for fragrance and quality. Secret Enticement falls in a unique category completely and have several target audience mainly college girls since it associates Mischief with the merchandise, DOVE’S positioning is such which it cannot serve on these lines. * Nivea is definitely chief competitor as equally brands target same portion of consumer and varients of antiperspirant, cleanser, cosmetic, of both brands are positioned on the identical lines, even so packaging and advertising of Nivea much more attractive and appealing to females. Trends of Indian marketplace

An introspect of Indian market and research of product category makes us classify several varients of deodorant upon following trends which can be extensively stated since: * Fresh Freshness: Which caters on the floor of freshness from fundamental natural to purifying elizabeth. g Ove ‘Go fresh’, Nivea ‘Fresh Natural’, Eva ‘Fresh’ * Technology: Technology supports Efficacy: Special active ingredients incorporated to serve specific purpose. at the. g Sure ‘Cotton dry’, Adidas ‘3-action’, Dove ‘Silk dry’, Nivea ‘Dry comfort’ * Sensitive: Specialised deodorants for hypersensitive skin or which claims to be irritability free. electronic. All Avoi deodorants, Adidas ‘Sensitive’, In cui ‘sensitive’, Nivea ‘Sensitive Balm’. * Skincare: Products crafted to decorate, care and nourish the underarms. elizabeth. g Dove with 1/4th mositurising cream and pores and skin lightning, Nivea ‘Double Effect’ and ‘Beauty’ * Everything regarding Senses: Deodorization deodorizer which cater on the line of invigorating a lot of senses and moods in application or perhaps usage. e. g Spinz ‘Jazz’, ‘Samba’, etc, Magic formula Temptation and Yardley of london. * Age groups: Exceptional products wedding caterers to specific age groups. elizabeth. g Spinz, Eva, Magic formula Temptation have got there product positioned so that it is attractive young girls.

Fall season gaps and Forecast: Indian markets are likely to follow throughout the world established trends as most with the companies and brands happen to be multinationals. Its kind has enough scope of penetration and expansion since deodorant are getting to be one of the important personal care product of daily usage. Since deodorants will be aerosol products and even anti perspirant substances incorporated demonstrate some unwanted effects on long term usage, there is enough scope for Research and Development of New Items on the ground penalized eco-friendly and clinically secure.

Sources and References 2. www. portal. euromonitor. com, * www. epsearch. net, * www. search. proquest. com * www. unilevers. com/personalcare/Dove 5. www. wikipedia. com 5. http://www. thedailygreen. com/environmental-news/latest/best-natural-deodorants-47062903 2. https://www. google. co. in/search? num=10&hl=en&site=imghp&tbm=isch&source=hp&biw=1241&bih=584&q=deodorant+logos&oq=deodorant+logo&gs_l=img. 1 . 0. 0j0i5l9. 9569. 17121. 0. 19464. 19. seventeen. 1 . 1 ) 1 . zero. 313. 2551. 5j4j5j2. seventeen. 0, zero. 0, 1ac. FI_n6QTjW3U