Brand
2.0 situation analysis
The cosmetic market is always in a high growth rate. Deodorant market is a newly growing cosmetic market. It has a very high growth rate in Bangladesh. Kool deodorant stick is a new SBU of Square toiletries ltd. The basic marketing need is to meet people bad dody odor problem. Kool brand is focused on the male segment of the market.
2.1 market summary
The estimated market size is approx TK 200 million. Nearly 38% use Telkom powder as deodorant. Major competitors are Unileaver’s rexona, Telkom powder and some foreign brands. Very small amount of people use foreign brands. Rexona came up with strong media campaign and has succeeded to have a good share in the market.
Kool deodorant stick is only targeted to male consumer. It is expecting market share 20%. It is expected to increase sales over the next few years because the market is expanding. The primary buyers are middle and lower middle class people, aged 15 to 35, Who are conscious about there body-odor. Beside deodorant stick or spray consumer often buy powder in our country it is a heritage thing in them to use powder as perfume. But today consumer are more knowledge able and they want specific product which can help them to get what they want. Consumer also want to buy deodorant which will not harm there skin or create rashes in their skin. For this they seek help from different sources like different media, relatives, friends and other sources so that they can take decision in buying right product.
Target market
Kool deodorant stick is only targeted to the male segment of the market. As todays men want specific product for them. They are less likely to use unisex product.
2.1.1 market demographic.
Geographic
▪ The Bangladesh is the geographic area. Due to enormous reach of TV in whole Bangladesh the whole market can be targeted.
Demographic • Male • Age 15-40 • School, college, and universities student. • Have a individual income or allowance of
The cosmetic market is always in a high growth rate. Deodorant market is a newly growing cosmetic market. It has a very high growth rate in Bangladesh. Kool deodorant stick is a new SBU of Square toiletries ltd. The basic marketing need is to meet people bad dody odor problem. Kool brand is focused on the male segment of the market.
2.1 market summary
The estimated market size is approx TK 200 million. Nearly 38% use Telkom powder as deodorant. Major competitors are Unileaver’s rexona, Telkom powder and some foreign brands. Very small amount of people use foreign brands. Rexona came up with strong media campaign and has succeeded to have a good share in the market.
Kool deodorant stick is only targeted to male consumer. It is expecting market share 20%. It is expected to increase sales over the next few years because the market is expanding. The primary buyers are middle and lower middle class people, aged 15 to 35, Who are conscious about there body-odor. Beside deodorant stick or spray consumer often buy powder in our country it is a heritage thing in them to use powder as perfume. But today consumer are more knowledge able and they want specific product which can help them to get what they want. Consumer also want to buy deodorant which will not harm there skin or create rashes in their skin. For this they seek help from different sources like different media, relatives, friends and other sources so that they can take decision in buying right product.
Target market
Kool deodorant stick is only targeted to the male segment of the market. As todays men want specific product for them. They are less likely to use unisex product.
2.1.1 market demographic.
Geographic
▪ The Bangladesh is the geographic area. Due to enormous reach of TV in whole Bangladesh the whole market can be targeted.
Demographic • Male • Age 15-40 • School, college, and universities student. • Have a individual income or allowance of