Analysis on Deodorant Market of India

K. J. Somaiya nominate of Management Studies and Re try Marketing Management deodourant Market of India An Overview ( principal(prenominal) steel Studied genus Columba) Submitted to Professor Kiran Sharma Submitted by Sneha M Zawar PGDM (Communications) Roll no 60 05 August 2012 Contents Overview of Market2 Market Statistics3 effort Study squab5 History5 Origin5 Segmentation5 Target6 Positioning 6 Unique Sellng Proposition 6 Milestones6 Advertisemnt, dispersion and Selling 6 Price Postioning 7 Growth Prospects7 enemy Analysis 7Trends of Indian market place8 Fall gaps and Forecast9 Sources and References9 Overview of Market In tropical country kindred India, Deodorants atomic number 18 considered to be essential ad hominem care carrefour from grooming perspective, to prevent body odour and sack you feel pertly. Assochams recent report shows that Deodorant market of India is gathitherd at 1800 Crore and is expected to grow at 55%, of this roll on market has share of 4 00 crore Major companies in this segment of ain care are * Unilever with check offs ilk Dove, Axe, confident(predicate), Lux Cavinkare with station like Spinz * Mc-N-Roe with faults like Wild Stone and out of sight enticement * 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 conjure Cinthol * Vini Healthcare with brand Fogg * Beirsdorf with brand Nivea These are all major brands in the book category. There are many premium brands of Deodorant give to urban elite but start out a minimum portion of market share in India. Market Statistics The Market share in terms of percentage for premium v/s mass deodourant is 2 and 98percent respectively which heap be shown in the chart under * The growth in sales of deodourant sprays from 2006 to 2011 is shown in figure on a lower floor Premium v/s Mass deodorants Source Euromonitor 2012 Percentage dislocation of Market Shares of Various Brands Case Study Dove History * This brand was established in United States in 1959, Dove was forwarded 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 skim off. It is the brand which is committed to getup the beauty because they believe that beauty comes in all ages, shapes and size and promotes the brand with non-modelscommercial Tagline Effective Protection Better Result Origin * It is a personal care brand by Unilever, It came in India in 1995 and import and marketed by Hindustan Unilever. * Unilever won Best Marketer Award in the class 2004 for its brand Dove Segmentation * Demographic Segmentation Gender Fe anthropoids laid-back Income and middle class women Pyschographic Segmentation It tries to change the mind set of comely women that she can look beautiful and Its deodorants fundam ent the segments on assorted lines of solace and moisturising, dry silk antiperspirant, sauciness and skin lightning for dark underarms and illustrateing under arms and claims hanker constant 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 discoloring which was launched recently to compete against nivea which claims to whiten dark underarms Unique Sellng Proposition * It assures 24 hour protection from sweat, It has propagated and penet countd in the personal care market with the promotion ca mpaign Real adult female.This is very unique to a brand as even its media electioneering strictly focus on the mantra of making every common charr make feel special and beautiful and includes no models in its ad Milestones * Unilever has highest market take chances in Deodorant category in India with its brands Axe, Sure, Dove and Lux. * Dove is one of the major brands in female category and is can emerge as a market leader with its unique varients, warlike pass judgment and exquisite fragrance and active ingredients (lemon grass, silk powder, 1/4th moisturiser, pull together actives, cucumber) Advertisemnt, Distribution and Selling Dove released a marketing campaign in 2008 playing less on super models and emphasising more on received women i. e real people posing camera * Dove on a regular basis uses magazines like cosmopolitian, Femina, Marie claire for advertisemnts * Online advertisemnt has been excessively seen in past 3 years with launch of new varients of Deodorant s * Distribution channels for Dove is same as like any other Unilever brand. It is avilable as OTC product in retail outlets malls in metro and tier-2 cities. Deodorants are also available on online shop sites where there are special offers and added discounts. Dove deo are sold in 150-175ml containers and special introductory offers as clear dove soap and free face wash were introduced to make its category more equipment casualty high-octane and appealing to consumers. Price Postioning * Dove deodorants are priced at competitive rates 150ml pack of deo is priced at 160-175Rs * Dove products are priced premiumly as consumer associate price with efficacy but deodorants fall exceptions as the deodorant market of mass category is predominant and to sustain a good market share, Dove has priced its product at competitve range Growth Prospects Deodorant market of India is male dominated, 60% share is of male deodorants and 40% of Women of which Dove has a stake of 8. 5-10% . * Women Deodorant market has grown at approximate growth rate of 40% in last 2 years, with this growth, there is immense authorization for brand to penetrate in the market Competitor Analysis * Main brands in the female deodorant category are Spinz, Nivea, Eva, Sure, Adidas, Nike and some Secret Temptation and Fogg. * Dove has launched incompatible varients of deodorants to compete with different brands on various lines. Adidas, Nike has antiperspirants and targets higher and higher middle class consumer, since the product has high brand value it has got a brand conscious and set customer which is gainsay for Dove, to compete with these brands it has got antiperspirants like Dry Silk * Spinz and Eva positions its product for youth on the lines of Freshness and Flamboyance, Dove has very different positioning altogether but it has introduced varients called come down FRESH with lemon grass and cucumber extracts which may target females choosing deodorant for fragrance and freshness. Sec ret Temptation falls in a different category all together and have different target sense of hearing mostly college girls as it associates Mischief with the product, DOVES positioning is such(prenominal) that it cannot cater on those lines. * Nivea is chief competitor as both brands target same segment of customer and varients of deodorants of both the brands are positioned on the same lines, however packaging and advertising of Nivea is more attractive and appealing to women. Trends of Indian marketAn introspect of Indian market and research of product category makes us classify different varients of deodorant on following trends which can be broadly stated as * New Freshness Which caters on the consideration of freshness from basic natural to purifying e. g Dove Go fresh, Nivea Fresh Natural, Eva Fresh * Technology Technology supports might Special active ingredients incorporated to serve specific purpose. e. g Sure Cotton dry, Adidas 3-action, Dove Silk dry, Nivea Dry comfor t * clarified Specialised deodorants for sensitive skin or which claims to be irritation free. e. whole Eva deodorants, Adidas Sensitive, Dove sensitive, Nivea Sensitive Balm. * Skincare Products catered to beautify , care and nourish your underarms. e. g Dove with 1/4th mositurising cream and skin lightning, Nivea Double Effect and Beauty * All about Senses Deodorant which cater on the line of invigorating some senses and moods on employment or usage. e. g Spinz Jazz, Samba, etc, Secret Temptation and Yardley of london. * advance groups Special products catering to specific age groups. e. g Spinz, Eva, Secret Temptation have there product positioned such that it appeals young girls.Fall gaps and Forecast Indian markets tend to follow globally established trends as most of the companies and brands are multinationals. This category has enough scope of penetration and expansion as deodorant have become one of the important personal care product of daily usage. Since deodorants a re aerosol products and even anti perspirant ingredients incorporated have shown some side effects on long term usage, there is enough scope for Research and Development of New Products on the grime of being eco-friendly and clinically safe.Sources and References * www. portal. euromonitor. com, * www. epsearch. net * www. search. proquest. com * www. unilevers. com/personalcare/Dove * www. wikipedia. com * http//www. thedailygreen. com/environmental-news/latest/best-natural-deodorants-47062903 * https//www. google. co. in/search? num=10&hl=en&site=imghp&tbm=isch&source=hp&biw=1241&bih=584&q=deodorant+logos&oq=deodorant+logo&gs_l=img. 1. 0. 0j0i5l9. 9569. 17121. 0. 19464. 19. 17. 1. 1. 1. 0. 313. 2551. 5j4j5j2. 17. 0 0. 0 1ac. FI_n6QTjW3U