Professional Documents
Culture Documents
Marketing Div F Group 4
Marketing Div F Group 4
com
The Indian Deodorant Market
OVERVIEW OF THE MARKET
01 The Indian deodorant market is worth more than INR 3600 crores with over 1000 varieties
offered by over 500 brands. The market is expected to grow at 17%-18% y-o-y.
SCOPE OF STUDY
03 As a part of this project we will be analyzing and inferring the strategies adopted by FOGG, Vini
Cosmetics.
www.presentationgo.com
Climate Analysis
Adverts are subjected Change in lifestyle has Lawsuits against adverts
to controversies and lead India to invest more for not being able to
criticism. in personal hygiene. attract a single girl.
P S L
E T E
Poor Economy and R&D costs are not very high Chemicals like
unaffordability leads to leading to a constantly aluminum may cause
fall in sales. changing product segment. skin cancer.
www.presentationgo.com
Target Consumer
• Students • Working Professionals • Young Athletes
Consumer Both Male and female gender who want to experiment within budget
Sales
Perception “Sex always sells” Engage
• Subtle with the Seduction Proposition 7, 19% 12, Nivea
Competitor • All brands entering the no gas segment 32% Axe
8, 22%
• Packaging is intentionally made very similar to FOGG Black 10, Wildstone
27%
Collaborator Collaborator
• Sold as combo offers in supermarkets
• Should collaborate with school/collage for sponsorships in the fests
www.presentationgo.com
Porters five force framework
Potential New Buyers Substitutes Suppliers Competitors
Entry
Threat from New Bargaining power of Threat from Bargaining power of Competitive Rivalry
Entrants customers (buyers) substitution product suppliers
It is not easy to Due to high It is high due to It is low as there Brands like Axe
enter the industry competition, it is wide variety of are a lot of Deodorant (HUL),
because cost of high because similar products. suppliers of raw Set Wet (Marico),
developing the buyer can shift to Any unsatisfied material required. Engage (ITC) etc. are
product is high. It other brands customer can shift If a supplier tries strongly competing
will also require offering similar to other brands to manipulate for market share
extensive products. that will satisfy prices, the brand
advertisement and their needs. can shift to other
promotion cost. supplier.
www.presentationgo.com
Segmentation Targeting Positioning
www.presentationgo.com
Perceptual Map
Fast Food Market
Availability Low
Axe
Low Brand
High Brand
Loyalty
Loyalty
Engage
Zatak
Availability High
www.presentationgo.com
Consumer Market Analysis
• Family : Our father might be • What a consumer expects from a
using Fogg , high chances we deodorant is long lasting effect ,
might end up making the same good smell , lot of quantity
choice since it has created an • The brand should connect with
impression in our mind Social Personal the consumer in terms of his/her
personality
• Kids : FOMO riding high among • Preferences may also vary
them , a friend using FOGG may
end up swaying another child
Cultural depending upon age , sex , any
skin allergies etc
into using it who in turn might • Brand loyalty and brand
influence his/her entire family awareness will drive a
into using it consumers buying patterns
www.presentationgo.com
Where there is a will, there is a way ………………..….to the consumers heart!
www.presentationgo.com
• These days the thing you most want to do is • Engage people online on
build a very strong online marketing Instagram/Snapchat/Fb by creating a
campaign as that is the primary point of competition of sorts – Like tag a photo/
interacting with the customer situation where you think Fogg could have
• For example – YouTube ads that cannot be saved the day
watched later before a video, or show that a Need Recognition • This would create a buzz about the likeability
market moving product is on the way. of the product as a whole and then the best
Information Search story or picture can be provided as the best
profile or some free goodies.
• Make the product placement at • Post buying people could be awarded their
supermarkets in the most innovative way Fogg success stories – Example – I wore a
• Have all your ranges easily available so that Fogg perfume for an interview and this
the consumer does not deviate towards a greatly my confidence about how I looked
competitor Evaluation of Alternartives and as a result I was successful
www.presentationgo.com
Fragrance : The Most Important Factor
Others 7
Age-wise
Price 33
Brand 36
Long lasting 41
Fragrance 56
Percentage of people shifting from other brands to Fogg as
their primary deodorant in various age groups based on
0 10 20 30 40 50 60
following factors ( Primary Research : 190 respondents)
www.presentationgo.com
The Battle of Brands - Sex Doesn’t Always Sell
A new market was
Born – Perfume Spray “Bina Gas Wala Deo!”
www.presentationgo.com
Communication Channels
Television & Print Media Word of mouth publicity
Ad Campaign – More
spray and less Gas
Entertainment value
by making fun of
deodorants
www.presentationgo.com