DEODORANT

CONSUMER BEHAVIOR
KARAN MATHUR - 242007
 INTRODUCTION
Substance applied to the body to prevent body odour caused by the
bacterial breakdown of perspiration

Classified and regulated as cosmetics by the U.S. Food and Drug

Administration (FDA)

Often alcohol-based

Types of deodorants Normal, Anti-perspirant, Clinical Strength,

Hypoallergenic
 TOP 5
Fogg (INR 180-250) (120ml)

Park Avenue (INR 130-180) (150ml)

AXE Signature (INR 200-250) (122ml)

Wild Stone (INR 160-180) (150ml)

Nivea (INR 130-180) (150ml)

 MARKET SHARE
BRAND 2013 2016
Fogg 7.0% 14%
AXE Signature 12.0% 8.0%
Park Avenue 8.0% 7.0%
Wild Stone 6.0% 6.0%
Nivea 3.0% 4.0%
Engage 0.0% 4.0%
Layer 0.0% 3.0%
Top 7 Players 36% 47%
Mens Share 70% 69%

livemint.com
 OBSERVATION POINTS

Target consumers mostly Males

Spinz, a female-specific deodorant, didnt seem to stand out from the crowd
There is a high awareness of the Axe Brand among female customers
Advertisements remain a prime source of information regarding a new entry
Focus is more on deodorants(odor) than anti-perspirants(sweat)
Key attributes while making a decision:
Long Lasting
Great Fragrance
Chemical Free
Brand Loyalty
 OBSERVATION POINTS

Roll-ons are not a hit with male community

Consumers are open to switch to new brands
Ingredients/composition of the deodorant are never considered
Packaging attracts consumers to try the product
Offers are a good attraction for brand loyalists
THANK YOU