The document analyzes the deodorant market and provides recommendations to improve sales of the Engage brand. It finds that Engage has 18% market share in the selected beat but could target more women. It provides insights into brand features and market shares. Analysis of outlet stock and sales identifies opportunities to increase facings, provide testers, and use promotions tailored to different outlet types like grocery stores and cosmetic shops to boost Engage sales.

1. Deodorant Market Analysis
S.Dowlath

2. Objective
Study about the Deodorant industry.
Getting the knowledge on features of competition
Scope of improvement to develop the Engage Deodorant sales.
Selecting one beat in order to learn about the Deodorant industry coverage and stock position in the
route .

3. Process:
Route
• Selecting one particular beat which contains all type of outlets.
• Getting the details on Actual v/s service outlets for the category.
• Beat potential : collecting data of Stock position and comparison with our brand
Industry learning
• Collecting the features of industry players and there SKU’S
• Competition advantages compared to us like USP,MRP.
Inputs
Required
• At last coming up with the ideas and input required to develop the brand sales .
• Visibility solution , Testers , Pop materials ,Display if required

4. Industry over view
 Deodorant comes under personal care category , but unlike the norm in
personal care which is generally dominated by women: Deodorant
market is dominated by men.
 Around 69 percent of the market is controlled by Men’s deodorant
products, and 31 percent of the market is accounted by women’s
deodorant .
 Indian women have traditionally preferred perfumes and talcum
powders to deodorants, but this is changing slowly.
 Women segment is still an untapped category with enormous growth
potential .

5. Classification: Company
 HUL : Axe, Dove
 Vini Cosmetics : Fogg
 ITC :Engage
 Mcnore : Wild stone, Secret temptation
 Marico : Set Wet
 Wipro : Santoor,Yardley London .
 Cavinkare : Spinz
 Emami: He
 Godrej : Cinthol
 P&G : Old spice
 Beiersdrif : Nivea
 Adidas: Adidas
 J.K .Helene Curtis: Park Avenue
 Adiavis : Layer’s

6. Latest trend
 Fogg and Nivea have hitting the right crowd by highlighting there
USP to customer.
 Fogg a relatively a brand in deodorant space from home grown Vini
Cosmetics stable has beaten HUL’s popular deodorant Axe by
creating awareness on gas and no gas Deodorant.
 Fogg and Set wet with clear message of ‘1000 sprays in the one
bottle’, grabbed the attention of the customers .
 Competition Benefits :
1)Smaller pack sizes
2)Alcohol free Deodorant
3)Whitening underarms
4)Colure protection Deodorant .

7. Classification :Gender
Sales
Deo for Men Deo for Women Deo for Men & Women
Axe ,He, Set wet,Cinthol,old Spice
Wild stone,Park
Avenue,Reebok,Play boy
ADove,Santoor,
Spinz,Eva,Secret,FA
Fogg,Engage,Layer’s,Nivea,Y
ardley,Addidas.

8. Brand Name Company Features Tag line Price &
Volume
Sku’s
Fogg Vini Antiperspirant deo
spray,Long lasting
Fragrance ,Nature anti
bacterial properties,
Prevents body odour
‘No gas,
only Deo
Price&
Volume:275(12
0ml),250(120ml
),225(150ml),19
9(120ml)
Market
Available 32
sku’s
Axe HUL Seductive scents,Long
lasting fragrance(3XMore
perfume)
Don’t Fade
away
195(150ml)250
(122ml),225(12
2)
15 to 16
Sku’s
Wild stone Mcnore Unique and sophisticated
fragrance, Irresistibly
Masculine Fragrance
‘ It
happens”
195(150ml)199
(120ml)250
(120ml)
8 sku’s

9. Brand
Name
Company Features Tag line Price & Volume Sku’s
Nivea Beiersdof(German
company)
48 hour’s Protection against
sweet -
0%Alcohol(Mild),Repairs your
skin, Colorant free formula,
Pearl extracts/silver ions,Anti
bacterial effect,
Price:199
(150ml),190(150
ml),210(150ml),2
50(120ml)
24 sku’s
Spinz Cavinkare A non Alcoholic perfume deo, Long lasting
fragrance
175 (150ml) 5 to 6 Sku’s
found balance
two not found
total 8
Park
Avenue
J.K Helene Curtis
LTD (Raymond
Group)
Defence against body odour,
Essences from nature, Long
hour’s of Freshness
Deep down
we’re all a
little alpha
275(140ml),199(
130ml),240(130
ml),180(135ml)1
35(80ml)
34 Sku’s

10. Brand Name Company Features Tag line Price &
Volume
Sku’s
Set wet Marico Non- Aerosol
offerings.1000 sprays,
Long lasting effect
‘Very very
sexy’,
‘Sada sexy
Raho’
190 (
150ml),199
(150ml), 99
(75ml)
8 sku’s
Old spice P&G 24 hour odour
protection ,Old spice
appeals to the man of
today with a heart of
yester years
Smell
Mantastic
180 (150ml) 7Variants
Yardley London Wipro Perfumed deodorant
body spray, Signature
English charm, Long
lasting fragrance, Floral
Fragrance
199(
150ML),190(
150ML)249(120
ml)
9 TO 10 apart
from box
perfume deo

11. Classification : Features
24 hours
Odor
Protection
48 hours
odor
protection
Anti -
Per
spirant
Anti –
Bacterial
0%
Alcohol
No mark
on cloths
1000
sprays
No dark
underarms
Engage Nivea Fogg Fogg Spinz Dove Fogg Dove
Adidas - Dove Nivea Nivea Nivea Set wet Nivea
Old spice - - He Cinthol - - -

12. Competition Benefits
Whitening
underarms
Consumer Behavior:
• Indians obsessed with
fairness.
• Rising consciousness
among the consumers.
• Consumer feedback :
Most of Men & women
prefer Deodorant that
claim to provide
whitened underarms.
• Companies: Dove, Nivea.
Alcohol Free Deodorant
• Consumer Behavior:
• Informed & sensitive consumers.
• Greater desire for products with less
additives and more nutrition.
• Consumer feedback:
• Most of women have sensitive
underarm skin & are moving
towards alcohol free deodorants .
• Men & Women preferring
deodorants with 0% alcohol .
• Alcohol causes skin allergies &
irritation .
• Competition: Dove,Nivea,Cinthol
Smaller Pack sizes
Consumer Behavior:
People wants to carry
deodorants to feel fresh
and stay odor free 24x7.
Trail is also needed
.Cheaper option.
• Consumer Feedback :
• Affordability , Easier to
carry, test packs .
• Competition :
• Set wet, Spinz , wild
Color protection
Consumer Behavior:
• Consumers care about
their clothes.
• Patches (or)
discoloration gives a
bad impression
• Consumer feedback: A
hygiene factor .
• Engage helps to
prevent repulsion

13. Fogg
16%
Axe
10%
Addidas
0%
Nivea
6%
Set wet
8%
Wild stone
7%
Park Avenue
10%
Engage
18%
EVA
8%
Secret
9%
Spinz
7%
Old spice
1%
Beat stock position by brand
Fogg 171
Axe 106
Adidas 4
Nivea 64
Set wet 79
Wild stone 68
Park Avenue 101
Engage 190
EVA 86
Secret 92
Spinz 71
Old spice 15

14. No: of outlets Coverage among 27 outlets
Fogg
12%
Axe
12%
Adidas
2%
Nivea
5%
Set wet
14%Wild stone
9%
Park Avenue
10%
Engage
14%
EVA
8%
Secret
6%
Spinz
6%
Old spiz
2%
Engage 23 outlets
Fogg 20 outlets
Axe 19 outlets
Set wet 22 outlets
Wild stone 15 outlets
Park avenue 16 outlets
Eva 13 outlets
Spinz 10 outlets
Secret 9 outlets
Nivea 8 outlets
Old spice 4 outlets
Adidas 3 outlets

15. Outlet type wise SOH
Grocery 19 outlets with
507 cans
ISS 2 outlets with 323
cans
Cosmetics 3 outlets 196
cans
Chemist 3 outlets with 21
cans
Top A class 5 outlets
with more than 30 cans
272 cans soh
Class B:4 outlets with 96
cans More than 20 cans
Target outlets to
grow in women's
segment
Total 1047 cans
in 27 outlets
Monthly sales 154
cans
Cosmetic:38 cans
ISS: 34 cans
Grocery :79
outlets
Chemist :3 cans

16. Inputs to develop the beat
ISS plan :
1)Plan to increase the number of facings for the Deodorant
and SOS.
2) Providing testers will show the sales growth especially in
ISS.
3)Creating extra space : Week end plans to keeping bin
4)Plan for WOM with the help of in store helpers .Trying to
incentive on repeat orders.
Cosmetic Plan:
1) Taking the help of beauty advisers in order for promotion .
2) Avoid clutter ensure shelf space.
3)Placing perfumes in this outlets will help to tap the Fogg and Nivea
consumers.
4)Testers for those outlets whose SOH is more than 40 to 50 cans.
Grocery Outlets plan :
1)Plan for Grocery A outlets :These outlets will hold more than 30 cans .Even
the foot fall for this outlets will be more .
2)Avoid clutter ensure shelf space.
3)Providing testers in class A and B outlets will help in these set of outlets.
4) POP materials utilization in this set of outlets.
Plan for Chemist & Rest of Grocery :
1)Ensuring the coverage with key selling SKU’S ,mostly Men.
2)Pop materials utilization in this set of outlets.
Inputs

17. THANK YOU