Analysis on Deodorant Market of India

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K.J.Somaiya Institute of Management Studies and Research

Marketing Management

Deodorant Market of India - An Overview
(Main Brand Studied – Dove)

Submitted to: Professor Kiran Sharma

Submitted by:
Sneha M Zawar
PGDM (Communications)
Roll no: 60

05 – August – 2012

Contents
Overview of Market:2
Market Statistics:3
Case Study: Dove5
History:5
Origin:5
Segmentation5
Target:6
Positioning :6
Unique Sellng Proposition :6
Milestones:6
Advertisemnt, Distribution and Selling :6
Price Postioning :7
Growth Prospects:7
Competitor Analysis :7
Trends of Indian market8
Fall gaps and Forecast:9
Sources and References9

Overview of Market:
In tropical country like India, Deodorants are considered to be essential personal care product from grooming perspective, to prevent body odour and make you feel fresh.
Assocham’s recent report shows that Deodorant market of India is poised at 1800 Crore and is expected to grow at 55%, of this roll on market has share of 400 crore
Major companies in this segment of personal care are: * Unilever with brands like Dove, Axe, Sure, Lux
* Cavinkare with brand like Spinz
* Mc-N-Roe with brands like Wild Stone and Secret Temptation * Paras Pharma (now owned by Reckitt Beckinser) with brand Set Wet Zatak * Coty which has Adidas
* Nike
* Garnier
* J.K.Helene Curtis (Raymond) which has Park Avenue
* Godrej has deo with brand name Cinthol
* Vini Healthcare with brand Fogg
* Beirsdorf with brand Nivea

These are all major brands in the mass category. There are many premium brands of Deodorant catering to urban elite but have a minimum percent of market share in India. Market Statistics:
* The Market share in terms of percentage for premium v/s mass deodorant is 2 and 98percent respectively which can be shown in the chart below * The growth in sales of deodorant sprays from 2006 to 2011 is shown in figure below

Premium v/s Mass deodorants

Source: Euromonitor 2012 Percentage Breakdown of Market Shares of Various Brands

Case Study: Dove

History:
* This brand was established in United States in 1959, Dove was launched in India in 1995 as a brand which catered to urban women with its soap and then in 2004 on roads of brand extension entered deodorant category on the same line of 1/4th moisturising cream. * It is the brand which is committed to widening the beauty because they believe that beauty comes in all ages, shapes and size and promotes the brand with ‘non-models’commercial

Tagline : “Effective Protection Better Result”
Origin:
* It is a personal care brand by Unilever, It came in India in 1995 and imported and marketed by Hindustan Unilever. * Unilever won Best Marketer Award in the year 2004 for its brand Dove Segmentation

* Demographic Segmentation:
Gender: Females
High Income and middle class women
* Pyschographic Segmentation:
It tries to change the mind set of average women that she can look beautiful and Its deodorants target the segments on various lines of Soothing and moisturising, dry silk antiperspirant, Freshness and skin lightning for dark underarms and beautifying under arms and claims long lasting freshness.

Target:
It targets females in the age group of 15-40, urban, metropolitian and women of tier 2 cities. Positioning :
* It is positioned as a brand which nourishes, care and has unique market specialization. * It has introduced new varients time to time in order to comply with the changing need of women and comply with market standards, Dry silk which was launched as antiperspirant, then fresh with specialized lemon n cucumber extracts which was positioned as deo which renders long lasting freshness and moisturise whereas skin whitening which was launched recently to compete against nivea which claims to whiten dark underarms Unique...
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