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THE
INDIAN DEODORANT MARKET
SUBMITTED BY:
Aniruddh Mukerji(13PGP063)
Geeta Hansdah(13PGP079)
Keerthi Kiran
Gautham(13PGP084)
Ravi Kumar Singh(13PGP103)
Sumit Ranjan Seth(13PGP113)
Samkit Jain(12PGP112)4-Oct-13 1INDIAN INSTITUTE OF MANAGEMENT RAIPUR

2. Deodorant market in India
PESTEL & Segmentation
Competitive
Analysis
4 Ps & SWOT
of Deodorant
PODs & POPs
AGENDA
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3. 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 women’s segment underway.
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4. 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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5. 4-Oct-13
* Euromonitor
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7. PESTEL Analysis of Deodorants
4-Oct-13
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 Alzheimer’s
disease. Also, Showering washes our deodorants and antiperspirants down
the drain, introducing known or suspected toxins into our nation’s
waterways.
Legal ‘Axe deodorant Court Case’ – Axe was taken to court by a consumer because
he was “unable to attract even a single girl “. 7INDIAN INSTITUTE OF MANAGEMENT RAIPUR

8. Segmentation & Targeting of Deodorants
4-Oct-13
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
brand.
2. Try expensive variants.
3. Status seekers.
Axe, Park Avenue, Nivea, Playboy
28 + years 1. High brand loyalty.
2. Health conscious.
3. High expenditure.
Old Spice, Tommy, Dove,
Parkavenue
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9. Segmentation & Targeting of Deodorants based on Gender
4-Oct-13
Gender Segment Trends Brands targeting the segment
Male 1. Experimenters.
2. Seek attention.
3. Influenced by
advertisements.
Axe, SetWet, Nike, Adidas, Park
Avenue, Playboy.
Female 1. Generally go by
suggestions of
their peers &
elders.
2. Inclined towards
fruity variants &
long lasting
fragrances.
Rexona, Spinz, Dove, Eva.
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10. Segmentation & Targeting based on Lifestyle
4-Oct-13
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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11. Competitive Analysis
4-Oct-13
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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12. Positioning of various deodorants
4-Oct-13
COMPETITIVE
FACTORS
FRESHNESS LONGLASTING
STRONG
FRAGRANCE
ANTI
PERSPIRANT
PRICE PACKING BRAND PROMOTION
AXE
√ √ √ √
WILDSTONE
√ √
OLDSPICE
√ √ √
BRUT
√
ADIDAS
√ √ √
PARKAVENUE
√ √
FOGG
√ √
PLAY BOY
√
DOVE
√
REXONA
√
NIVEA
√ √
12INDIAN INSTITUTE OF MANAGEMENT RAIPUR

13. 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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14. 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
PRICE
• Cheaper substitutes for expensive colognes and
perfumes.
•Priced at around Rs 150
•Pricing done considering middle income groups,
helps in gaining market penetration
PLACE
• Strong marketing logistics network.
• Relies heavily on location and
distribution channels.
• In-store communication
• Over the counter strategy
• Online and offline availability
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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15. Strength
• Market Leadership.
• Affordable Price.
• Wide variety of
fragrances.
• Excellent advertising and
branding targeting the
youth.
• Good distribution,
Promotions and
campaigns for luring
customers.
• HUL’s strong brand name.
Weakness
• Only an urban market
phenomenon.
• Subliminal publicity “AXE
effect” does not exist
• Controversial advertising
often leads to legal issues.
Opportunity
• Market aqueous and roll
on types of deodorants.
• Create new product lines
targeting female
customers.
• Expansion into rural
markets
Threat
• 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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16. 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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17. 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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18. 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-in-
india/443714/ (accessed on 24/09/13)
• www.researchandmarkets.com (accessed on 24/09/13)
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