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SUBMITTED TO: DR. H. GAYATHRI
A Project By: Abhishek Kumar(9061) Dilip T P(9074) Rishad Modi(9086) Robin Garg(9098) Sonali Basu(9110) SDM Institute for Management Development Page 1
Contents.................................................................................................................2 About HUL..............................................................................................................3 History.................................................................................................................... 6 Product...................................................................................................................7 Price..................................................................................................................... 14 Place..................................................................................................................... 15 Promotion............................................................................................................. 17 SWOT Analysis......................................................................................................23 Ansoff’s Model......................................................................................................25 Segmentation, Targeting and Positioning.............................................................27 Competitor Analysis..............................................................................................29 Recommendations................................................................................................35 Bibliography......................................................................................................... 36
SDM Institute for Management Development Page 2
Hindustan Unilever Limited formerly Hindustan Lever Limited, is a wholly owned subsidiary of Unilever and India’s largest consumer products company and has an annual turnover of over Rs 44,476 cores. The Company was incorporated in 1933 but its products have been sold in India since 1888. In its journey of over 100 years the company has always operated with the singular belief that ‘what is good for India is good for HUL’. Lever Brothers India Limited came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 15000 employees. The company was renamed in late 2007 to "Hindustan Unilever Limited" to provide the optimum balance between maintaining the heritage of the Company and the future benefits and synergies of global alignment with the corporate name of "Unilever".
HUL is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians. Hindustan Unilever
SDM Institute for Management Development Page 3
000 people worldwide. with brands that help people feel good. Hindustan Unilever was rated as the most respected company in India for the past 25 years by Business World. The Anglo-Dutch company Unilever owns a majority stake SDM Institute for Management Development Page 4 . The company meets every day needs for nutrition. Pondicherry and Dadra & Nagar Haveli. HUL has the largest number of brands in the Most Trusted Brands List. According to Brand Equity. HUL has consistently had the largest number of brands in the Top 50 and in the Top 10 (with 4 brands). It has 35 factories in across India. nearly 80% of the retail outlets in India. with major hubs being Assam. The rating was based on a compilation of magazines annual survey of India’s Most Reputed Companies over the past 25 years. and personal care. hygiene. It has over 35 brands. i. Sixteen of HUL’s brands featured in the AC Nielsen-Brand Equity list of 100 Most Trusted Brands Annual Survey (2008). Himachal Pradesh.e. look good and get more out of life.Limited is a part of the €40 billion Unilever Group. one of India’s leading business magazines. HUL’s mission is to “add vitality to life” through its presence in over more than 400 brands spanning 14 categories of home. Hindustan Unilever distribution covers over 1 million retail outlets across India directly and its products are available in over 6. Uttaranchal.3 million outlets in India. It has presence in over 100 countries and employs more than 174. personal care and food products. In 2007.
India ters Key peopl Mr.co. deodorant etc.000 s Parent Unilever Website http://www. Harish Manwani e (Chairman) Industry FMCG Products Tea. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007. Type Public Founded 1933 Headquar Mumbai.in/ SDM Institute for Management Development Page 5 . HUL is one of India’s largest exporters of branded Fast Moving Consumer Goods. Employee 15.hul. It has been recognized by the Government of India as a Golden Super Star Trading House. detergents. soap.(52%) in Hindustan Unilever Limited.
Impulse was a fragranced deodorant body spray for women that promised wearers male attention. later introducing the other products in the range. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. It was inspired by another of Unilever's brands Impulse.History Axe was launched in France in 1983 by Unilever. Unilever were unable to use the name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx. SDM Institute for Management Development Page 6 . Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards. The company has also consolidated its deodorant portfolio by moving some of the other over-lapping male deodorants into the Axe brand such as South Africa's Ego brand. In the new millennium the brand has launched with great success in the USA and Canada.
meaning that they are more willing to show their `feminine sides'. and men in particular. The development of the men's magazine market. At the same time. with the rise in gym attendance having been of particular consequence to the market for men's toiletries. however.Product A number of lifestyle trends — including a growing willingness by men to spend both time and money on their appearance and increased activity within the men's magazine market — have favoured the men's toiletries and fragrances market. There have also been changes in men's perceptions of themselves. particularly within the key 25 to 34 age group. The market for men's toiletries and fragrances has developed in tandem with a number of lifestyle changes affecting the population in general. demographic trends have worked against it. which began in SDM Institute for Management Development Page 7 . However. fitness and appearance among consumers. These include a growing interest in health. despite many attempts to `label' this phenomenon. with a decrease in the number of younger men. there is now a recognition that these changes have been more subtle than first thought and that changing the habits of men is not particularly easy.
However. the 2003 to 2007 period witnessed steady progress. however.earnest during the late 1980s. Demographic trends (in particular. growth has slowed after its peak in 2005. These men tend to be mass-market consumers and their numerical strength. sales of male fragrances showed a slightly lower growth rate compared with 2006. but around the same level as in the previous 2 years. was very important in providing direct contact with male consumers through advertising. has been beneficial to the male toiletries market in general. Growth in the male fragrances market will be less strong — the current economic climate may mean that consumers are less able to SDM Institute for Management Development Page 8 . In 2007. However. There is still plenty of room for growth in the former market. hopefully. in particular as the current generation of young males reach a more mature life stage and. there was a significant increase in the number of men in the 15 to 24 age range. Although the male toiletries market has not performed as spectacularly as once predicted. the ageing population) have not been particularly favourable to the men's toiletries and fragrances market. between 2003 and 2007. this sector declined sharply (in both volume and value terms) in 2006 and 2007. combined with a willingness to spend time and money on skincare products and grooming routines. will be more willing and able to spend on premium products.
Axe's lead product is a deodorant body spray. Available in more than 60 countries around the world. Axe. cool music and cool fashion with Axe. Axe has a mix that is completely harmonised globally – from its proposition and communication to the product. Axe has become the leading male deodorant brand in India within just one year of its launch. food and ice cream categories. or Lynx. owned by Anglo-Dutch Company Unilever who manufactures a range of products in the health & beauty. fashionable and stylish by young men was launched in India in 1999. Voodoo and Phoenix. household cleaning. as available on the shelf.spend significant amounts of money on premium fragrances as gifts or as personal indulgences. Axe is available in five fragrances: Java. Consumers associate a lifestyle of cool clubs. the deodorant that is considered cool. The youth view it as an icon which introduces many 'firsts' to their world of music and dance – like the SDM Institute for Management Development Page 9 . New Zealand. and the United Kingdom it is named Lynx due to conflicts regarding the trademark. In most of the world the brand is named Axe. The brand also includes deodorant sticks. Ireland. it is a world leader in male toiletries. Dimension. in Australia. is a brand of male grooming products. Pulse. Axe. aftershaves and shower gels.
and Clix and in 2007 vice was marketed on a theme of making "nice" women become "naughty". Growing at 12% CAGR. 1500 cores. • • AXE Variants From its launch. In 2003 the Pulse fragrance showed how it gave geeky men the confidence to dance to get women. Men’s deodorants started late. Unlimited. Young consumers in urban areas. The type of fragrance variants have evolved over time. Deodorant sprays account for 98% of the market share. The Deodorant market in India is: • • • • Worth Rs. by offering something new each year.first "World's Longest Dance Party" and the first ever 'Axe Voodoo Island Party'. SDM Institute for Management Development Page 10 . the yearly fragrance variant of Axe has played a key part in the success of the brand. In 2003 Axe variants showed clever ways they helped men get women. but have captured more than 60% of the market share. This was followed by Touch. regard deodorants as a necessity rather than an indulgence. • Axe had 33 per cent market share in December 2008 Urban centres account for 80% of market.
was released. Year of launch 1999 1999 Edition name Java Voodoo Description Variant name is taken from a geography An abstract variant Comments Discontinued Caused some controversy with Christian groups who objected to the use of black magic imagery 2000 Phoenix An abstract variant The name references the myth of the Phoenix 2002 Dimensio n An abstract variant Inspired by the Sony's PS2 Third Place advertising which is SDM Institute for Management Development Page 11 .In 2008 a different direction was taken when a chocolate scented body spray. Dark Temptation.
The lynx version uses Ben Affleck in the advertising instead of Nick Lachey. 2008 Dark A chocolate smelling Advertising features a Mimics the Crouching Tiger Hidden Dragon Chinese kungfu film. SDM Institute for Management Development Page 12 . Used the Make Love dance track which reached number 1 in UK. Unlimited is all about China and kungfu and doing unlimited stunts to get girls 2006 Click or Clix This variant makes men so attractive to women they will need a clicker to keep score of the number of women who check them out Uses Nick Lachey in the advertising that is outscored by a hotel worker who wears Clix.also targeted at young men 2003 Pulse A European variant suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls 2005 Unlimited and be irresistible. Axe gave away free clickers to promote the scent.
man who turns into chocolate when he sprays himself with Axe. One of the 3 scents Comments Spraying 2 cans together costs two times as much money SDM Institute for Management Development Page 13 . they will find men who smell of chocolate irresistible.Temptati on fragrance that implies that because women like chocolate. He then goes on to be eaten by a series of women Axe also launches limited edition variants from time to time that may be on sale for a few months or over a year. the other is called 2. Year of launch 2007 Edition name AXE 3 Description A pack of two cans of Axe. One is called 1. Both should be sprayed together to make a new 2007 Recover smell A burst of invigorating citrus notes on a clean masculine woody 2007 Shock background! Prepare yourself with One of the 3 scents released by AXE/LYNX under LIMITED EDITION.
120/. in order to gain market share. 150/- SDM Institute for Management Development Page 14 . This was a part of their strategy to skim the market by controlled promotion and selling through selective outlets only. In the initial few years. the brand was established and over the next few years. Over the years. The current price of the standard 150ml of the deodorant is Rs. HUL made the most of this brand name by reducing the price and making their product AXE. Price HUL priced their AXE deodorant at Rs. accessible.when they entered the Indian market in 1999. HUL did not go for a drastic price rise and slowly brought the product down to the common man.the cooling effects of AXE Shock shower gel with glacier water and deep sea mint released by AXE/LYNX under LIMITED EDITION.
This helps improve visibility. they place all the variants side-by-side. Place of purchase is shown in the following graph: SDM Institute for Management Development Page 15 .Place Axe relies on a system of flooding Indian Cosmetic shops & grocery shops in semi-urban and urban areas with their deodorants. Axe is also made available in Supermarkets. On the shelf.
On an average Each Stokes caters to 700-900 retail outlets of the city. The retailers then provide the goods to consumers. The U2 stockiest deals with high profile products of HUL like Lakme and Axe. The stockiest in HUL system are commonly referred to as Re Stockiest (RS). These stockiest are also classified into 2 categories called U1 and U2 on the basis of the products that they stock. The entire Sales and distribution channel is integrated SDM Institute for Management Development Page 16 . Each Stockiest is then responsible for distributing the goods to the retail counters in his region. Sales & Distribution of HUL covers the consumers mainly with the combination of Clearance and Forwarding(C&F) and stockiest who indirectly deal with the retail outlets. The C&F agent then supplies the goods to the authorized stockiest.Axe has an efficient distribution channel which is taken care of by HUL which covers the diverse geographical boundaries of the country.
All operations thus take place online. Stockist. Promotion HLL launched its Axe brand of deodorants in India. Priced at Rs. 120 per 150 ml. If the stock position goes below a critical level order is automatically triggered and the company sends the goods to the stockist.through eCRM software called “UNIFY” which are installed in every PC system of the C&F. A stockist is required to maintain a minimum level of inventory. Axe was Unilever's largest selling male toiletry SDM Institute for Management Development Page 17 . The company has up to date record of the inventory position of all the stockists.
Axe initially was launched in the fragrance Java. in leading English daily. Another example was the print ad that Axe ran on Valentine's Day of 2000. The brand is targeted SDM Institute for Management Development Page 18 .e. where one hoarding showed the Manhattan skyline. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i. Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this Star. HLL came up with a 'missing women' campaign.brand in the world. the deo market was a nascent one with an estimated market size of Rs 72 crore.Courtesy Axe. HLL did not bother to fine tune its promotional mix to the Indian market but just imported the product from Europe. Axe was priced at a premium above the Denim brand which was positioned as a male deo brand. minus the Statue of Liberty with the tag line . HLL had the brands Denim and Rexona and was ruling the market. At that time. And IT CLICKED.HLL may have launched this brand inspired by the volume of Axe sold in the Grey market. Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) . High Price Low Promotion. Axe is the naughtiest brand in the Indian market. Alaska and Atlantic.
HUL has a dedicated website for its popular male deodorant brand. In 2005. then Axe Voodoo and the latest one Phenomenon. Also advertising agencies played a very important role in producing the proper advertising to make the product get into consumers’ minds. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are high on Confidence and always for the Axe users. SDM Institute for Management Development Page 19 . HUL’s Axe Chocolate. Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy. girls make the first move. Internationally this brand targets male aged 15-25. Axe. besides an online fan club. and engages customers via online games.at male aged 16-25. The brand assumes that men want(Likes) to be seduced. The power of this big idea has ensured that Indian consumers lap up the foreign commercials without any hitch. Axe just made it perfect. That feeling (of being seduced) gives a big boost of self confidence to a man. is being heavily promoted online and through mass media campaigns. Although many brands take this proposition.
com’. but because of the axe fragrance. This website is very interesting and lets the user act as a detective to solve certain crimes which consist of ‘nice girls turning naughty’ and attacking men. which could be worth up to Rs 100 with unique code number (UCN). The promotion period was from May 15th 2009 to August 15th 2009. A 24 hour online campaign by Axe Dark Temptation. The whole process of solving the crime is not only very interesting but is also successful in positioning Axe as the ultimate fragrance which could get you closer to women! The Talktime scratch card scheme is on purchase of specially marked combo packs of Axe Deodorant sprays having scratch card inside. a chocolate fragrance deodorant brand. SDM Institute for Management Development Page 20 . was aimed to engage the target audience of Axe and inform them that November 2008 is being celebrated as Chocolate Month in India. turns naughty. The boy uses that and is then attacked by a girl who is otherwise nice. if the latter were ready to accept them. As part of this activity.Another online campaign of axe includes a website ‘axevice. This website was launched when the variant ‘ViceCity’ was launched. members of the audience could send free chocolate packages to girls. The culprit obviously is a can of axe deodorant which is found at all the crime scenes.
the consumer engagement began. the man got converted into a chocolate man and walked towards the banner ad. In the next few seconds. Once inside the banner ad. the bottle flew towards the dark man and sprayed deodorant. As a result. even presented in chocolate colour. as visitors were given the option to click on the ad in order to get a surprise.A dark man was placed at the centre of the Yahoo. the headlines and content on the homepage changed into chocolate related stories. When a visitor clicked on the banner ad. Images got replaced with the SDM Institute for Management Development Page 21 .in homepage. A fixed banner ad on the right side displayed an Axe Dark Temptation deodorant bottle.
he could fill a form and submit the name of the girl to whom he wanted to send the chocolates.images of girls. However. A visitor could close the campaign or reach the site.co.com and msn. SDM Institute for Management Development Page 22 . such as Zapak. towards the chocolate man. Hindustan Unilever Ltd (HUL). Axeffect. developed by WebChutney. with chocolate dripping from it. Indiatimes. displayed the message: To send a box of chocolates. Soon after.com. carried out the banner ad campaign for 24 hours across other portals as well. the girls in the images also started walking.com. The chocolate man started walking towards the Yahoo! India logo. it was only at the Yahoo! India site that the content and images of the homepage were morphed with the chocolate effect of Axe Dark Temptation. an interactive agency. The banner ad and all the image boxes from where the girls moved out. which owns the Axe brand.com.in. which got morphed into a brown coloured logo. log on to Axeffect. On the site. one by one.
Perfect positioning of the product 3. Cap design with a difference Weakness: 1. Gender specific product 2.SWOT Analysis Strengths: 1. Priced a little low which may affect the brand image with the affluent SDM Institute for Management Development Page 23 . Brand image and Brand Name 2.
Competitors have come out with innovative marketing strategies including spoofs of the Axe commercials.3. here in India. All fragrances are priced at Rs. International players are entering the market to taste some of the huge market share that is available. Duplication of Axe deosprays may affect the brand image. Rapidly growing market Threats: 1. 2. SDM Institute for Management Development Page 24 . 3. 150 by which they may be overlooking segmenting the market based on price Opportunities: 1. A whole new gender left to explore 2.
By convincing them that using axe attracts the opposite sex. By using ‘the axe effect’. Market Penetration • Attract users of competitors’ products. Very intense and effective branding of the product. • Increase product usage. An innovative 3-in1 combination which lets you mix fragrances but also increases usage at the same time. • Convert non-users into users. SDM Institute for Management Development Page 25 .Ansoff’s Model 1.
• Find new applications for current users. First high pricing for skimming the crowd and then strategically reduced the price and started targeting new segments. shaving cream. SDM Institute for Management Development Page 26 . Market Development • Expand geographically. • Target new segments.New versions 4. Diversification • Related . powders. New flip design which sprays more quantity that a normal spray. 2. shower gels. Product Development • Product reformulation strategy: chocolate flavour • Product feature addition strategy . 3.• Increase the frequency of purchase.24 hour protection against body odour • Product line extension strategy . after shave. Strategic expansion to newer countries since its inception.Shampoos.
Demographic: • Age: 15 – 35 yrs • Gender: Strictly Male • Income: Middle.Segmentation. Targeting and Positioning 1. Geographic Segmentation: • Urban areas 2. Psychographic: SDM Institute for Management Development Page 27 . upper-middle and lower-upper 3.
SDM Institute for Management Development Page 28 . Very outgoing. The uniqueness lies in the direct approach that Axe has adopted to reach the minds of the consumers. irrespective of his looks. Axe has successfully tapped the latent desire among its male audience of being popular among the opposite sex. thanks to the magic of Axe. Behavioural: • Occasion: Regular • Benefits: Quality. Moreover. that any person.• Lifestyle: Surrounded the opposite sex. popular among the ladies • Personality: Charming 4. the brand positions itself through advertisements. can attract the prettiest of women. Popularity • Usage rate: Heavy users • Attitude towards product: Enthusiastic The brand has tried positioning itself in the minds of its consumers as a medium through which getting in touch with the opposite sex becomes easier.
currently is the leading brand in India with a market share of 33% (A C Nielsen. 2009).Competitor Analysis “Deodorants are a lucrative category and are highly underpenetrated. every player in this space has ample scope to innovate”. So. SDM Institute for Management Development Page 29 . Axe.
some have a different view. So this strategy is aimed to gain more eyeballs at the expense of the big boy Axe. Zatak has released a new television commercial which is a spoof of the popular Axe commercials. Moreover Paras has been able to give an international look for this Indian brands. The ad has generated lot of media interests with various business portals discussing this move. (BUSINESS STANDARD-JUNE 1. Paras also has limited resources to fight the mighty giant.2009).The No 2 slot is currently occupied by Set Wet Zatak at 9. Then two girls walk towards him and the man thinks that they are coming for him but they actually walk past him towards another hunk (the Zatak guy).1 per cent. The ad shows a skinny man literally using the axe (not the deodorant but the real one) in a movement that is similar to that in the Axe commercials. definitely not in the near future. Paras Pharma has been promoting its deodorant brand Zatak aggressively during the last two years. Paras is not aiming to dethrone Axe from its leadership position. Zatak is a small brand compared to Axe. HUL. Zatak is trying to start small and carve a small market for itself without directly competing with the SDM Institute for Management Development Page 30 . Its campaign featuring foreign models has been popular among various segments. Although many reports suggest that Zatak is taking on competition head on with Axe.
e. In the market Axe has been dominating and there is virtually no strong alternative for Axe. Another option is to go in for is the frontal attack which is a high risk. The current campaign is pitching the brand opposite to Axe and hence conveying to the customers that Zatak is the alternative to Axe. If one observes closely. So by attacking Axe directly. girls getting attracted to boys because of the fragrance of the deodorant. Zatak has been driving this positioning using its various commercials. customers tend to try new fragrances and brands. it has some advantages. Zatak is having the same positioning as Axe. high pay-off strategy. Since the investment is low. This strategy will work effectively if the current leader is not serving the customer segment properly. Now the risk is with regard to HUL's response to this spoof. This strategy reinforces the positioning of the brand. Zatak has chosen to attack Axe directly. Deodorant is a category where customers are loyal but willing to experiment.leader. Although it is a high risk strategy. for a brand like Zatak. But it will definitely be watching SDM Institute for Management Development Page 31 . It is attacking players of its own size or local and regional players. Zatak is putting itself into a position alongside Axe. But most of the customers have their favourite brands and fragrances. So even if it does not become number 1 it can be a successful number 2. HUL currently is not planning to retaliate. i.
For Zatak. Sport for Men.1 slot.the moves of Zatak. which entered the market at the end of 2007. The younger female audience was addressed with the NIVEA Soft ‘Stay Simply Beautiful’ road show. There are other suitors too for the No. has already overtaken Park Avenue. it’s about consolidating their position without losing out their consumers to newer entrants. Zatak should also be careful not to take these spoofs too far with follow ups. This was supported considerably through the launch of NIVEA Deodorant Energy Fresh for Women. (Rs 130 for 200 ml) For Axe the way forward will require them to bring the prices of their products down and look to set up a manufacturing hub in India. The brand also engaged the young Indian consumer through innovative below the line activations. NIVEA Deodorant Sport went to young male consumers with ‘What’s your Sport’ activation that brought alive an element of sport in their day to day activities. Too much spoofs can give a perception that Zatak does not have an identity of its own. NIVEA Men’s Deodorant. It’s the number-three deodorant brand with a market share close to 9%. SDM Institute for Management Development Page 32 . Nivea deodorant moved from being the No 7 player in the category in 2007 to being the No 3 player in 2008. Zatak is seen as the direct competitor to Axe and is also doing well because it’s been pricing its products a little cheaper.
150 ml. The brand is running its first television commercial across various channels. This is causing a brand dilution. The brand has roped in the bollywood diva Bipasha Basu as the brand ambassador. Launched in March pan-India. Fa Xtreme is not complementing the core brand ‘Manthra’ of Fa. No deo brand has taken the freshness platform (except Cinthol). The growth in the deodorant industry prompted two other players to enter this segment earlier this month.Nivea is present in 600 stores across the country.120ml. Instead it is moving in the direction of brands like Axe and Set wet. Henkel has entered the male deodorant segment with the launch of Fa Men-Xtreme brand of deodorants. Its Price ranges from Rs 143 to 200 Vol. Energy Zone and Cool Wave. Fa Men-Xtreme comes in three variants– Speedster. While Henkel launched Fa Mens Extreme with film actor Bipasha Basu as its brand ambassador. Hence SDM Institute for Management Development Page 33 . Elder Health Care along with VLCC launched Fuel for Men. Fa could have used the "freshness" platform for its men's range. Fa is positioned on the platform of Freshness. It has the tagline "Feel Good Freshness ". But the positioning of its line extension is not in sync with the parent brand.
Nike. CavinKare will be responsible for the branding. Under the proposed agreement. Nike was launched by the house of Nike Perfumes in 1929. The customer buys one of these products either because he is very loyal to that brand or because he might just like the fragrance of a particular brand. Police and Park Avenue who have established themselves in India with a fair amount of the market share with them. They are priced close to each other leading to increase in competition. marketing and distribution of Adidas deodorants in the country. (Vol 150 ml Rs. There are other international players like Adidas. to establish Adidas brand personal care products in India. SDM Institute for Management Development Page 34 . FA Men Xtreme is priced at an MRP of Rs 140(150 ml).Fa Xtreme could have easily created a distinct place in the men's grooming category if it had followed its parent brand's positioning. 199-549). Vol 150ml.4 million cans per annum. CavinKare is also set to join hands with Paris-based $3. Nike Casual is a trendy accessory for men of all age groups. Rs 187 to Rs 459 range. Coty.5 billion fragrance products maker. The market for male deodorants at an average price of Rs 140 per bottle is roughly 21.
3. 5. 4. Setting up a production plant in India to reduce costs and improve distribution. Release a deodorant for women.Recommendations 1. 2. Entry into the soap entry under the same brand name to compete with ‘Cinthol’ in the ‘soap for men’ segment. SDM Institute for Management Development Page 35 . Entry into the perfume industry under the same name. Address both the genders. Axe deodorant should come up with a break open seal to avoid duplication and refilling.
com/ 6.google. http://www.Bibliography 1. http://www.wikipedia. 13th Edition.hul. Pearson Education SDM Institute for Management Development Page 36 .co. http://www.in 5.in/ 4. http://www.org/ 3.businessweek. http://www. Marketing Management.com/ 7.com/india/ 2.business-standard.indiainfoline.co. http://www.
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