THE

INDIAN DEODORANT MARKET

29-Dec-14

INDIAN INSTITUTE OF MANAGEMENT RAIPUR

SUBMITTED BY:
Aniruddh Mukerji(13PGP063)
Geeta Hansdah(13PGP079)
Keerthi Kiran
Gautham(13PGP084)
Ravi Kumar Singh(13PGP103)
Sumit Ranjan Seth(13PGP113)
Samkit Jain(12PGP112)
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Deodorant market in India

PESTEL & Segmentation

AGENDA

Competitive
Analysis

4 Ps & SWOT
of Deodorant

PODs & POPs

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THE DEODORANT MARKET IN INDIA

India - a sub-tropical country. Deodorant - a crucial grooming
product.
Market has grown from 103 crore in 2003 to 1300 crore in 2012.
With a current growth rate of 30%, in next 9 years 75% urban
citizens and 10% rural citizens would be using deodorant.
Changing socio-economic fabric and women empowerment major
factors for deodorant revolution.
Deodorants used as recruiter products.
Deodorants predominantly a male grooming product, but
expansion into the womens segment underway.
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Major deodorant brands in the Indian Market

HUL-Dove, Axe, Sure, Lux

Cavinkare- Spinz
Mcnroe- Wildstone, Secret Temptation
Paras (Reckitt Benckiser)- Setwet Zatak
Adidas
Nike
P&G Old Spice, Mum, Secret
Garnier(Loreal)
JK Helene curtis (Raymond)- Park Avenue
Godrej Cinthol
Vini Healthcare Fogg
Beisdorf- Nivea
Henkel Fa

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* Euromonitor

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PESTEL Analysis of Deodorants

Aspects

Impact

Political

Controversial advertisements of deodorants regularly subjected to criticism

by politicians.

Economic

Poor economy leads to unemployment which further leads to fall in

consumption of deodorants. Because the core driver for using deodorant as
part of a routine is getting ready for work. Unemployment removes this.

Social

With change in Lifestyle and increase in personal disposable income, people

tend to focus more on hygiene and therefore increase deodorant
consumption.

Technological

The R&D costs are not very high. This provides for easy entry of new players
in the deodorant market.

Environmental

Deodorants contain Aluminium which can lead to Cancer and Alzheimers

disease. Also, Showering washes our deodorants and antiperspirants down
the drain, introducing known or suspected toxins into our nations
waterways.

Legal

Axe deodorant Court Case Axe was taken to court by a consumer because
he was unable
to attract even a single girl .
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Segmentation & Targeting of Deodorants

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Age Group

Segment Trends

Brands targeting the segment

14 - 17 years

1. Influenced by parents.
2. Curious & explorative
3. No Loyalty.

Axe, SetWet, Rexona, Fa, Spinz

18 22 years

1. More of an experimenting group.

2. Seek attention & want to be trendy.

Axe, SetWet, Nike, Adidas,

Cinthol.

23 28 years

1. Tend to become loyal towards a particular Axe, Park Avenue, Nivea, Playboy
brand.
2. Try expensive variants.
3. Status seekers.

28 + years

1. High brand loyalty.

2. Health conscious.
3. High expenditure.
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Old Spice, Tommy, Dove,

Parkavenue

Segmentation & Targeting of Deodorants based on Gender

Gender Segment Trends

Brands targeting the segment

Male

Axe, SetWet, Nike, Adidas, Park

Avenue, Playboy.

1. Experimenters.
2. Seek attention.
3. Influenced by
advertisements.

Female 1. Generally go by
suggestions of
their peers &
elders.
2. Inclined towards
fruity variants &
long lasting
fragrances.

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Rexona, Spinz, Dove, Eva.

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Segmentation & Targeting based on Lifestyle

Lifestyle

Segment Trends

Brands targeting the segment

Sporty &
Outdoorsy

1. Anti-perspirant.
2. High on hygiene & bacterial properties.

Nike, Adidas, Reebok.

Sedentary

1. Inclined towards negation of body odour. Axe, Cinthol, Rexona.

Heavy
Commuter

1. Anti-perspirant.
2. Long lasting fragrance.

Brut, Fogg, Cinthol.

Highly Social

1. Image building.
2. Rich fragrance.
3. Status reflection.

Old Spice, Tommy, Dove,

Parkavenue, Playboy,

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Competitive Analysis
AXE Deodorants
Market leader
Park Avenue Market
Challenger
Wild Stone Market
Challenger
Cinthol,Set wet Zatak
Market Follower

Adidas, Play Boy

Market Nicher

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Positioning of various deodorants

COMPETITIVE
FRESHNESS

LONGLASTING

FACTORS

AXE
WILDSTONE
OLDSPICE
BRUT
ADIDAS
PARKAVENUE

STRONG
FRAGRANCE

ANTI
PRICE

PROMOTION

DOVE

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PLAY BOY

NIVEA

BRAND

FOGG

REXONA

PACKING

PERSPIRANT

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AXE Deodorants

Launched by Unilever in 1983 in France

Launched in India in 1999 phasing out Denim
Present market share -27%
Best selling brand of HUL
36 variants
Available in 60 countries around the world

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PLACE
Strong marketing logistics network.
Relies heavily on location and
distribution channels.
In-store communication
Over the counter strategy
Online and offline availability

PRODUCT
Variety : Wide range of fragrances.
Quality : Dermatological testing , has no side effects and
strong fragrance.
Design: Sturdy looks and twisting top, to minimize aerosol
leakage.
Packaging: Distinctive metallic can with custom designed
typography

PROMOTION
360 degree branding effort around
central idea of seduction
Online initiatives
Viral marketing
Extensive use of television advertising.
Interactive marketing
Events and experiences

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PRICE
Cheaper substitutes for expensive colognes and
perfumes.
Priced at around Rs 150
Pricing done considering middle income groups,
helps in gaining market penetration

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Strength

Weakness

Opportunity

Threat

Market Leadership.
Affordable Price.
Wide variety of
fragrances.
Excellent advertising and
branding targeting the
youth.
Good distribution,
Promotions and
campaigns for luring
customers.
HULs strong brand name.

Only an urban market

phenomenon.
Subliminal publicity AXE
effect does not exist
Controversial advertising
often leads to legal issues.

Market aqueous and roll

on types of deodorants.
Create new product lines
targeting female
customers.
Expansion into rural
markets

Deodorants sales are

seasonal. Maximum sales
happen in the summer
months (April to
September)
Deodorants without
aerosols .
Copy by competitors.
Emerging local players
with lesser price.

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Positioning

High on confidence brand

Approachability (made for the regular youngster).
Keeps customers engaged with new fragrances.
Each fragrance has a unique character and is marketed
uniquely
Adventurous marketing

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POD for AXE:

Ann Gottlieb
Weapons of Seduction
Attraction quotient
Spray more, Get more
POP for AXE:
Aerosol spray
Anti odour
Strong Fragrance
Dermatologically tested
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References

www.euromonitor.com (accessed on 3/10/13)

http://www.theaxeeffect.com/ (accessed on 24/09/13)
http://www.hul.co.in/ (accessed on 24/09/13)
www.business-standard.com/india/...deodorant-market-inindia/443714/(accessed on 24/09/13)
www.researchandmarkets.com (accessed on 24/09/13)

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