ASSORTED DEODORANT

THE BEST NATURAL AND ORGANIC

DEODORANTS FOR MEN/WOMEN

Overview
•Assorted is a deodorant product under a hypothetical start-up – Redolence Pvt. Ltd.

• Partnership basis- 5 Partners.

•Initial investment is 25 lakh.

S.W.O.T ANALYSIS
STRENGTH:
 2 focused ranges for men and women Incredible humidity absorption capacity
 High differentiation factor due to factors like humidity absorption, dual fragrances in single
pack.
 Good distribution, promotions, and campaigns for luring customers

WEAKNESS:
 Only an urban market phenomenon
 Deodorants market is highly competitive and hence limited scope to increase market share.

OPPORTUNITY:
 Expand in more varieties to make presence felt
 Eventually tie up with hotel chains and large organizations.

THREATS:
 Deodorants sales are seasonal.
 Competition from Premium segment deodorants like axe, Garnier, set wet etc.
  Customer retention difficult

SEGMENTATION.

Geographic
 Urban
 Semi-urban

Psychographic :
 Lifestyle: Outdoor Oriented
 Personality: Fashion Oriented and Trendy

Demographic:
 Age-group: 16-25yrs
 Gender: Male (Female)
 Income group: Middle and Upper middle
 Occupation: Students and Bachelors

Behavioral:
 Occasions: Regular
 Benefit: Quality, economical
 User status: Regular user
 User rate : medium

S.T.P ANALYSIS.
 Segment:
Two Segments: Male (16-30) & Girls (16-30).

Target Market:
Target the male urban youth as well as female – mass urban product.

Positioning:
The company extensively uses TV ads and conducts many Campaigns. We emphasize on the
message that the Brand users are high on Confidence.

“Adventurous” Marketing Strategy because this brand deals with the girls and seduction.

MARKETING MIX.
 PRODUCT
 PRICE
 PLACE
 PROMOTION

PRODUCT:
 Our product would be offered in 180 ml pack
 It will be available in two packs.
 The design of the product would be attractive.
 The U.S.P. of our product “assorted” would be that, it will be offered as a deodorant, with
two fragrances in one bottle.

PRICE:
  The deodorant would be introduced in the market at a price of Rs180.
 A margin of 10% would be kept for the wholesalers
 and a margin of 25% would be kept for the retailers.
PLACE:
 Our product “Assorted” would be launched in the national market.
 It will be available in every major city of India. We will sell our product at retail
outlets, supermarkets, apparel stores.

PROMOTION:
1. Newspapers
2. Magazine
3. Social networking sites
4. Radio
5. Television
6. Internet ( Social Networking Sites)
7. Brouchers
8. Bill boards
9. Promotional Events

PROMOTION (CONT).
our promotion strategy would include promoting

product by providing deodorant in small bottles

for trial purpose (only in selected stores).

PACKAGING:
Our packaging would be attractive and the bottle would be made of metal.

we would be printing a health tips for keeping skin healthy on each bottlethat we will be produced.

We will also be providing sample deodorants for trial purpose but that would be done only in
selected stores.