1. Deodorant for Rural Women
• Shashank sinha-
09
• Rathish Nair
• Skand Vohra
• Pooja Thakkur
• Shashank Katiyar
• Badrilal Parmar
.

2. Product Features…
• Available in vast fragrance (like:- Rose, Jasmine
,Lavender ,Lilly ,Bela)
• Long lasting smell –effective for 15 hours.
• It is not block sweat pores.
• No side effect since its herbal.
•

3. Product:Level
• Core:Fragrance,Anti prospering.
• Actual:Deodrant cum Perfume
• Augmented Product: Fragrance last for 24hours.

4. Place
• Palakkad, previously known as Palghat, is a large
town and municipality in the state
of Kerala in southern India.
• Some etymologists trace the word "Palakkad" from
the word Palai nilam, which means "dry lands“
.

5. Segmentation
 Geographic
 Palakkad is the gateway to Kerala due to the
presence of the Palakkad Gap, in the Western
Ghats.
 The climate is hot and humid for most part of the
year.
 Palakkad is one of the hottest places in Kerala.
 Palakkad is the largest district in Kerala.
 Demographic
• Palakkad had a population of 2,810,892.
• Females constituted 54% of the population.
• The average literacy rate of the area is 81%.
• Here most of the women are working class

6. Contd…
 Psychographic
 Psychographic segmentation is sometimes also
referred to as behavioral segmentation.
 It considers a number of potential influences on
buying behaviour, including the
attitudes, expectations and activities of consumers.
 Lifestyle
 Opinions, interests
 Degree of loyalty
 Benefits sought

7. Target
• Women who are in the age range of 15-30 years.
• Working women and college student.

8. Pricing
• Small unit low pricing strategy
• Customer-based pricing: where prices are
determined by what a firm believes customers will
be prepared to pay
• Price Range 80

9. Consumer buying Pattern in Kerala
• Store loyalty rather than brand loyalty..
• Price Conscious
• Utility driven

10. Promotional activity
• Local Tv channels
• New paper
• Wall painting
• Melas
• Hand bills
• Booklets
• Posters
• Stickers
• Banners of the scheme.
• Lottery ticket Free with the Deodorant
• Tie-up Local Retailers

11. Positioning
• Anti bacterial deodorant.
• Long lasting &affordable.
• Medically better than talcum powder. (talcum
power blocks your pores however deodorants
does not.)
• Anti Perspiring
• Strong Fragrance (AllFragrant Flowers
• 1000 sprays.

12. Branding Attributes
Functional Attributes: Self Expressive
Strong Fragrance Attribute