Analysis on Deodorant Market of India
K.J.Somaiya Institute of Management Studies and Research Marketing Management Deodorant Market of India - An Overview (Main Brand Studied – Dove)
Submitted to: Professor Kiran Sharma
Submitted by: Sneha M Zawar PGDM (Communications) Roll no: 60
05 – August – 2012
Contents Overview of Market: 2 Market Statistics: 3 Case Study: Dove 5 History: 5 Origin: 5 Segmentation 5 Target: 6 Positioning : 6 Unique Sellng Proposition : 6 Milestones: 6 Advertisemnt, Distribution and Selling : 6 Price Postioning : 7 Growth Prospects: 7 Competitor Analysis : 7 Trends of Indian market 8 Fall gaps and Forecast: 9 Sources and References 9
Overview of Market: In tropical country like India, Deodorants are considered to be essential personal care product from grooming perspective, to prevent body odour and make you feel fresh. Assocham’s recent report shows that Deodorant market of India is poised at 1800 Crore and is expected to grow at 55%, of this roll on market has share of 400 crore Major companies in this segment of personal care are: * Unilever with brands like Dove, Axe, Sure, Lux * Cavinkare with brand like Spinz * Mc-N-Roe with brands like Wild Stone and Secret Temptation * 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 name Cinthol * Vini Healthcare with brand Fogg * Beirsdorf with brand Nivea
These are all major brands in the mass category. There are many premium brands of Deodorant catering to urban elite but have a minimum percent of market share in India.
Market Statistics: * The Market share in terms of percentage for premium v/s mass deodorant is 2 and 98percent respectively which can be shown in the chart below * The growth in sales of deodorant
Submitted to: Professor Kiran Sharma
Submitted by: Sneha M Zawar PGDM (Communications) Roll no: 60
05 – August – 2012
Contents Overview of Market: 2 Market Statistics: 3 Case Study: Dove 5 History: 5 Origin: 5 Segmentation 5 Target: 6 Positioning : 6 Unique Sellng Proposition : 6 Milestones: 6 Advertisemnt, Distribution and Selling : 6 Price Postioning : 7 Growth Prospects: 7 Competitor Analysis : 7 Trends of Indian market 8 Fall gaps and Forecast: 9 Sources and References 9
Overview of Market: In tropical country like India, Deodorants are considered to be essential personal care product from grooming perspective, to prevent body odour and make you feel fresh. Assocham’s recent report shows that Deodorant market of India is poised at 1800 Crore and is expected to grow at 55%, of this roll on market has share of 400 crore Major companies in this segment of personal care are: * Unilever with brands like Dove, Axe, Sure, Lux * Cavinkare with brand like Spinz * Mc-N-Roe with brands like Wild Stone and Secret Temptation * 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 name Cinthol * Vini Healthcare with brand Fogg * Beirsdorf with brand Nivea
These are all major brands in the mass category. There are many premium brands of Deodorant catering to urban elite but have a minimum percent of market share in India.
Market Statistics: * The Market share in terms of percentage for premium v/s mass deodorant is 2 and 98percent respectively which can be shown in the chart below * The growth in sales of deodorant
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