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The deodorant and perfume market in India is extremely fragmented with over 13 major

players. The total market size is Rs. 2300 Cr. and it is growing rate of 20%. This growth has
been triggered due to an increasing awareness towards male grooming products, rising
levels of disposable income, increased availability due to growth of modern retails and an
increased appreciation towards personal hygiene. Current retail value growth of 27% within
deodorants in 2015 was lower than the review period CAGR of 31%. The deodorant market
was fairly small at the start of the review period in 2010, with sales taking-off following the
entry of a large number of brands due to the opportunities offered by this market. While
growth rates within deodorants remain strong, they are gradually falling due to increasing
Gas based deodorant cans dominated the category at a time, due to increasing levels of
environmental consciousness and changing consumer preferences owing to the realisation
of the effectiveness of deodorant pumps, the scenario has changed. FOGG entered the
market with the first ever deodorant pump for the Indian market in the year 2011 with the
tagline Bina Gas Wala Spray(deodorant without gas).It claimed that its offerings were not
just more effective than its competitors, but they also lasted for a longer time. The value for
money proposition and higher quality product, together made FOGG the market leader in the
category. And this forced all of the other players to follow suit. AXE by Hindustan Unilever
had to undergo major repositioning to try and catch up with FOGGs market dominance.
Started in the year 1999 by HUL, AXE deodorants instantly captured the attention of its
target segment with a very youthful style of engagement. It was made available through
regular retailers and chemist stores, where a lot of consumer were going to buy personal
care products. Despite being a premium brand, it was easily available in various locations
and enjoyed plenty of visibility. While there were many competitors, it took 13 years for
anyone to make a serious dent to AXEs market dominance. FOGG which was launched in
the year 2011, provided an alternative to AXE and connected with consumers changing
sensibilities. FOGG started by Vini Cosmetics, targeted the same segments and leveraged
the same distribution channels, but made a significant dent in AXEs market share. Within
two years of its launch, FOGG was able to capture a market share of 12%, with a significant
of sales coming from AXE consumers.
How does AXE regain lost business share from FOGG ?
1. Assess consumer preferences across the marketing mix elements for AXE vs FOGG
2. Assess the market structure of AXE vs FOGG in India
3. To suggest strategies for growth in sales of AXE Deodorants in India