Marketing strategy of a deodorant Marketing strategy of a New PRODUCT

1. MARKETING STRATEGY OF A
DEODORANT
ASSIGNMENT WORK IN FUNDAMENTALS OF MANAGEMENT
PRESENTED BY: MADHUR
1712159
CSE A (2012-2016)
OCTOBER 5, 2014

2. [Date] Marketing Strategy of a Deodorant 1
MARKETING STRATEGY OF A DEODORANT
DEVELOP A PLAN
OVERVIEW
• Engage is a deodorant product under a hypothetical start-up – M.G Personal Cares Pvt. Ltd.
• Partnership basis- 5 Partners
• Initial investment is 25 crores
MISSION AND GOALS
• Our product would be offered in 180 ml pack
• It will be available in two packs.
• The design of the product would be attractive.
• The U.S.P. of our product “Engage” would be that, it will be offered as a deodorant, with two
fragrances in one bottle.
STRENGTH
• 2 focused ranges for men and women
• Incredible humidity absorption capacity
• High differentiation factor due to factors like humidity absorption, dual fragrances in single
pack.
• Good distribution, promotions, and campaigns for luring customers
WEAKNESS
 Only an urban market phenomenon
 Deodorants market is highly competitive and hence limited scope to increase market share
OPPORTUNITY
 Expand in more varieties to make presence felt
 Eventually tie up with hotel chains and large organizations.

3. [Date] Marketing Strategy of a Deodorant 2
THREAT
 Deodorants sales are seasonal.
 Competition from Premium segment deodorants like axe, Garnier, set wet etc.
 Customer retention difficult
SEGMENTATION
• GEOGRAPHIC
• Indians
• Urban People
• DEMOGRAPHIC
• Middle Aged
• Male/ Females
• Middle Age Working Group
• Job Professionals
• PHYSYCOGRAPHIC
• People who prefer to use deodorants and those who do not
• Attitude and belief
POSITIONING STATEMENT
We offer 48 hours antiperspirant deodorants for catering to the needs of working professionals,
aged between 20 to 50 years
Competitors review

4. [Date] Marketing Strategy of a Deodorant 3
COMPETITIVE SHARE IN MARKET
MAJOR COMPETITOR
Uniliver We Will Defeat Uniliver

5. [Date] Marketing Strategy of a Deodorant 4
PRICING
• A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept
for the retailers.
• The deodorant would be introduced in the market at a price of Rs180.
PLACE
 It will be available in every major city of India. We will sell our product at retail outlets,
supermarkets, apparel stores
 Our product “Engage ” would be launched in the national market.

6. [Date] Marketing Strategy of a Deodorant 5
CHANNELS OF DISTRIBUTION
• We will be distributing our product via supermarkets in the country like Big Bazaar, Spencer’s,
Hyper city.
• We would also use traditional channel i.e. unorganised stores. Our distribution channel length
would two level distribution that will include manufacturer, wholesaler, retailer, customer
CHANNEL MEMBERS
To get adequate shelf space in the stores we would provide some discounts to channel members.
Initially we would keep our margins low and allow more margins to the channel members
PACKAGING
• Our packaging would be attractive and the bottle would be made of metal.
• We would be printing a health tips for keeping skin healthy on each bottle that we will be
produced.
• We will also be providing sample deodorants for trial purpose but that would be done only in
selected stores.
PROMOTIONS
• Newspapers
• Magazine
• Social networking sites
• Radio
• Television
• Internet ( Social Networking Sites)
• Brouchers
• Bill boards
• Promotional Events
Our promotion strategy would include promoting product by providing deodorant in small
bottles for trial purpose (only in selected stores).
MANUFACTU
RER
WHOLESALER RETAILER CUSTOMER

7. [Date] Marketing Strategy of a Deodorant 6

8. [Date] Marketing Strategy of a Deodorant 7
Total Investment = Rs.25, 00, 00,000
Total Production in One Year = 10, 00,000 Units
Fixed Cost = 40% of Investment = Rs.10, 00, 00,000
IN CASE PRODUCT FAILS
In case the product fails in the market, then we would come up with new product that will target
youths. We will reposition our product and some alteration will be made in its composition. We will use
the fixed facilities that we already have.
MARK UP PRICE
Market Suggested Retailer Price Rs.180.00
Retailers Mark Up Price (25%) Rs.45.00
Wholesaler Price Rs.135.00
Manufacturers Mark Up Price (10%) Rs.14.00
Manufacturers Cost Rs121.00

9. [Date] Marketing Strategy of a Deodorant 8
STRATEGY
THANK YOU