PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of “MARKETING STRATEGIES OF TOP FIVE BRANDS OF
DEODORENT”. the whole business organization and its ultimate objective concern
for marketing must penetrate all areas of the enterprise. Market survey in today’s
competitive world is a must for every organization.

This project is a study of. The rational behind this particular study is to find
out the present market scenario of various brands & to find out the corporate need
and perception. It was a pleasurable experience to conduct a research on behalf of
TOP FIVE BRANDS OF DEODORENT. pertaining to the study of the Chocolate Sector.

Conclusion and there by recommendation has been arrived at by proper and

justified interpretation of the result derived from the above said analytical tools
and techniques.

~1~
 ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion of this
report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected , Head

of Department Dr.Pramesh Gautam, Mr Neeraj Sir, Department of Business
Management , Swami Vivekanand Institute of Technology, College Sagar for allowing
me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of Mr Neeraj Sir He rendered me all possible help me guidance
while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and

all those whose encouragement has infused courage in me to complete to work
successfully.

(Sanjay Yadav)
B.B.A IInd Sem.

~2~
 DELCLARATION BY THE CANDIDATE
Date :

I declare that the project report titled " TOP FIVE BRANDS OF DEODORENT "

on Market Segmentation is nay own work conducted under the supervision of MR.

NEERAJ SIR Department of Business Management , Swami Vivekanand Institute of

Technology, College Sagar To the best of my knowledge the report does not contain

any work , which has been submitted for the award of any degree , anywhere.

(Sanjay Yadav)
B.B.A IInd Sem.

~3~
 CERTIFICATE

The project report titled " MARKETING STRATEGIES OF TOP FIVE

BRANDS OF DEODORENT " been prepared by Mr. Sanjay Yadav BBA II nd Semester ,

under the guidance and supervision of Mr.Neeraj Sir for the partial fulfillment of the

Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Examiner
Department

~4~
 CONTENTS

PAGE
TOPIC NO.
TITLE

1. Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of Deodorant

6. History of Deodorant

7. Scope of the Study

8. Limitation of the Study

9. Research Methodology

10 Market Segmentation

11 Company Comparison

12 Data analysis & Interpretation

13 Swot Analysis of Deodorant

14 Findings

15 Suggestions & Recommendation

16 Conclusion

17 Bibliography

18 Questionnaires

INTRODUCTION

~5~
 Most deodorant reviews are based on personal preference, but we found
ConsumerReports.org to be the most reliable professional source. Although editors
there do not consider the efficacy of deodorants, their report on antiperspirants
objectively compares the stain factor -- how likely the deodorant is to stain clothing
or leave behind white residue -- of several brands. Beauty magazines such as Esquire,
Allure, Shape and Better Nutrition test products to identify the best deodorant
brands for their annual beauty awards, although their methods are not as clearly
explained. In an older review, Slate.com performs an interesting efficacy test of
deodorants (most of the products are still available). User reviews at
MakeupAlley.com, Buzzillions.com and TotalBeauty.com are plentiful and provide
good insight into various factors such as fragrance, irritation and efficacy of the best
deodorant brands and types.

Related Searches

Deodorant Men

Antiperspirant

Degree Deodorant

Deodorant Samples

The terms "deodorant" and "antiperspirant" are often used interchangeably,

although they describe two different products. Antiperspirants use aluminum-based
ingredients to create temporary plugs in the sweat ducts, reducing overall sweating.
Antiperspirants don't reduce odor, however. Deodorants, on the other hand, make it
difficult for odor-causing bacteria to grow on the surface of the skin but have very
little effect on overall sweat. Most, but not all, mass-produced products include both
antiperspirant and deodorant ingredients for maximum odor- and sweat-fighting
efficiency.

~6~
Perspiration, a natural function, cools the body. Although it is blamed for foul body
odor, perspiration itself does not have much scent at all. Odor is actually produced
by bacteria living on the surface of the skin, which feeds on sweat. People have been
formulating products for centuries to control odor and wetness, but deodorant is a
fairly new concept. Hundreds of years ago, before regular bathing became
commonplace, people used heavy colognes to mask bodily odors. It wasn't until the
early 1800s that chemists began making products that could prevent body odor. The
earliest antiperspirants were pastes and creams that were extremely messy and
difficult to apply. Modern products using aluminum were first mass-produced about
100 years later. These products were sold as creams, solids, pads, dabbers, roll-ons
and powders. Over time, the popularity of some of the application types waned.
Today, the majority of antiperspirants and deodorants are sold as solids, gels, roll-
ons and deodorant sprays, with solid sticks being the most popular of all.

Although some people think that aluminum, the active ingredient used in
antiperspirants, is linked to Alzheimer's disease and breast cancer, both the National
Cancer Institute and the Food and Drug Administration (FDA) say there is nothing to
substantiate these claims. Editors at the environmental website TheGreenGuide.com
note that there are no inherent dangers in using antiperspirant products, though
they advocate using natural deodorant because they are not as potentially irritating
and don't contain harsh chemical ingredients. Natural deodorant products, however,
do not prevent sweat and only provide deodorizing benefits.

Overview of the Company

~7~
Human perspiration is largely odorless until it is fermented by bacteria that thrive in
hot, humid environments. The human underarm is among the most consistently
warm areas on the surface of the human body, and sweat glands provide moisture,
which when excreted, has a vital cooling effect. When adult armpits are washed
with alkaline pH soap, the skin loses its acid mantle (pH 4.5 - 6), raising the skin pH
and disrupting the skin barrier. [7] As many bacteria thrive in this elevated pH
environment,[8] this makes the skin susceptible to bacterial colonization. [8] The
bacteria feed on the sweat from the apocrine glands and on dead skin and hair cells,
releasingtrans-3-Methyl-2-hexenoic acid in their waste, which is the primary cause of
body odor.[9]Underarm hair wicks the moisture away from the skin and aids in
keeping the skin dry enough to prevent or diminish bacterial colonization. The hair is
less susceptible to bacterial growth and therefore is ideal for preventing the bacterial
odor.[10]
Deodorants are classified and regulated as cosmetics by the U.S. Food and Drug
Administration(FDA)[1] and are designed to eliminate odor. Deodorants are
usually alcohol-based. Alcohol initially stimulates sweating, but may also temporarily
kill bacteria.[11] Deodorants can be formulated with other, more
persistent antimicrobials such as triclosan, or with metal chelant compounds that
slow bacterial growth. Deodorants may contain perfume fragrances or
natural essential oils intended to mask the odor of perspiration.
Deodorants combined with antiperspirant agents are classified as drugs by the FDA.
[1]
 Antiperspirants attempt to stop or significantly reduce perspiration and thus
reduce the moist climate in which bacteria thrive. Aluminium chloride, aluminium
chlorohydrate, andaluminium-zirconium compounds, most notably aluminium
zirconium tetrachlorohydrex gly and aluminium zirconium trichlorohydrex gly, are
frequently used in antiperspirants. Aluminium chlorohydrate and aluminium
zirconium tetrachlorohydrate gly are the most frequent active ingredients in
commercial antiperspirants.[12] Aluminium-based complexes react with
the electrolytes in the sweat to form a gel plug in the duct of the sweat gland. The
plugs prevent the gland from excreting liquid and are removed over time by the
natural sloughing of the skin. The metal salts work in another way to prevent sweat
from reaching the surface of the skin: the aluminium salts interact with the keratin
fibrils in the sweat ducts and form a physical plug that prevents sweat from reaching
the skin’s surface. Aluminium salts also have a slight astringenteffect on the pores;
causing them to contract, further preventing sweat from reaching the surface of the
skin.[13] The blockage of a large number of sweat glands reduces the amount of sweat
produced in the underarms, though this may vary from person to person.

~8~
Over-the-counter products labeled as "natural deodorant crystal" containing the
chemical potassium alum have gained new-found popularity as an alternative health
product.[14] A popular alternative to modern commercial deodorants is ammonium
alum, which is a common type ofalum sold in crystal form and often referred to as
a deodorant crystal. It has been used as a deodorant throughout history in Thailand,
the Far East, Mexico and other countries.[citation needed]
Deodorants and antiperspirants come in many forms. What is commonly used varies
in different countries. In Europe, aerosol sprays are popular, as are cream and roll-on
forms. In the United States, solid or gel forms are dominant.

History

In the 9th century, Ziryab invented under-arm deodorants in Al-Andalus.[15] In 1888,

the first commercial deodorant, Mum, was developed and patented by a
U.S. inventor in Philadelphia, Pennsylvania, whose name has been lost to history.
[2]
 The small company was bought byBristol-Myers in 1931 and in the late 1940s,
marketing executive Edward Gelsthorpe decided to develop an applicator based on
the newly invented ball-point pen.[2] In 1952, the company began marketing the
product under the name Ban Roll-On.[2] The product was briefly withdrawn from the
market in the U.S.[2] It is once again available at retailers in the U.S. under the brand
Ban.[3] In the UK it is sold under the names Mum Solid and Mum Pump Spray.
[2]
 Chattem acquired Ban deodorant brand in 1998[16] and subsequently sold it to Kao
Corporationin 2000.[17]
The modern formulation of the antiperspirant was patented by Jules Montenier on
January 28, 1941.[4] This patent addressed the problem of the excessive acidity of
aluminium chloride and its excessive irritation of the skin, by combining it with a
soluble nitrile or a similar compound.[18] This formulation was first found in
"Stopette" deodorant spray, which Time Magazine called "the best-selling deodorant
of the early 1950s".[5] "Stopette" gained its prominence as the first and long-time
sponsor of the game show What's My Line?, and was later eclipsed by many other
brands as the 1941 patent expired.
In the early 1960s, the first aerosol antiperspirant in the marketplace
was Gillette's Right Guard,[11] whose brand was later sold to Henkel in 2006.
[19]
 Aerosols were popular because they let the user dispense a spray without coming
in contact with the underarm area. [11] By the late 1960s, half of all the antiperspirants
sold in the U.S. were aerosols, and continued to grow in all sales to 82% by the early
1970s.[11]However, in the late 1970s two problems arose which greatly changed the

~9~
popularity of these products.[11] First, in 1977 the Food and Drug
Administration (FDA) banned the active ingredient used in aerosols, aluminium
zirconium chemicals, due to safety concerns over long term inhalation. [11] Second,
the Environmental Protection Agency (EPA) limited the use
of chlorofluorocarbon (CFC) propellants used in aerosols due to awareness that these
gases can contribute to depleting the ozone layer. [11] As the popularity of aerosols
slowly decreased, stick antiperspirants became more and more popular. [11] Today,
sticks are the most popular type of antiperspirant. [11]
Toxicology

The health effects of antiperspirants are a matter of dispute regarding their extent. A
small percentage of people are allergic to aluminium and may experience contact
dermatitis when exposed to aluminium-containing deodorants. [6] Aluminium salts
from use of deodorants causedcontact dermatitis to the skin.[20] After using a
deodorant containing zirconium, the skin may develop an allergic,
axillary granulomaresponse.[21] Deodorant crystals containing synthetically
[14]
made potassium alum were found to be a weak irritant to the skin.  Alcohol-free
deodorant is available for those with sensitive skin. Aluminium is one of the few
abundant elements that appears to have no beneficial function to living cells (non-
essential metal).[22] Frequent use of deodorants was associated with blood
concentrations of the synthetic muskgalaxolide.[23]
Aluminium neurotoxicity
Aluminium, present most often in antiperspirants, but not usually present in non-
antiperspirant deodorants, has been established as aneurotoxin.[24][25][26][27] At high
doses, aluminium itself adversely affects the blood-brain barrier, is capable of
causing DNA damage, and has adverse epigenetic effects.[24][28] Research has shown
that high doses of the aluminium salts used in antiperspirants have detrimental
effects to a number of species such as non-human primates,[29] mice,[30] and dogs.[31]
Experiments with mice applying aqueous solution of aluminium chloride to the skin
resulted in "a significant increase in urine, serum, and whole brain aluminium" [32] and
transplacental passage.[30] A 2001 study showed that the use of aluminium
chlorohydrate, the active ingredient in many antiperspirants, does not lead to a
significant (vs. ingestion via diet) increase in aluminium levels in the body with one-
time use.[33] The Food and Drug Administration "acknowledges that small amounts of
aluminium can be absorbed from the gastrointestinal tract and through the skin." [34]
An increased amount of aluminium is present in the brains of
many Alzheimer's patients.[35][36] A 1990 study showed an association between
exposure to aluminium and long term use of antiperspirants and Alzheimer's disease

~ 10 ~
with a trend toward a higher risk with increasing frequency of use. [37] A 1998 study
indicated the use of aluminium-containing antiperspirants has been linked with the
systemic accumulation of aluminium which increases the risk of Alzheimer's disease.
[38]

The Alzheimer's Society advises that "environmental factors have been put forward

as possible contributory causes of Alzheimer's disease in some people. Among these
is aluminium. There is circumstantial evidence linking this metal with Alzheimer's
disease, but no causal relationship has yet been proved. As evidence for other causes
continues to grow, a possible link with aluminium seems increasingly unlikely." [39]

THE MEGA BRAND AXE :

Axe (or Lynx in the UK, Ireland, New Zealand, Australia, and China) is a brand of male
grooming products, owned by the British/Dutch company Unilever and marketed

~ 11 ~
towards young males. The scents range from popular scents to the least common
scent called lemon-lime.

History

Axe was launched in France in 1983 by Unilever. It

was inspired by another of Unilever's
brands,Impulse.
Unilever were keen to capitalize on Axe's French
success and the rest of Europe from 1985 onwards,
later introducing the other products in the range.
Unilever were unable to use the name Axe in the United Kingdom and Ireland due to
trademark problems so it was launched as Lynx. [1]
The European launch of the deodorant was followed by success in Latin America and
moderate impact in Asia and Africa. In the new millennium, the brand has launched
with great success in the United States and Canada. The company has also
consolidated its deodorant portfolio by migrating other overlapping male deodorants
into the Axe brand such as South Africa's Ego brand.[citation needed]

Products

Line of Axe products

Although Axe's lead product is the fragranced aerosol deodorant body spray, other
formats of the brand exist. Within underarm care the following are available:
deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant
aerosol spray (called Axe Dry), and anti-perspirant stick (also called Axe Dry).
From its launch, the yearly fragrance variant has played a key part in the success of
the brand by offering something new each year. The type of fragrance variants have
evolved over time. From 1983 until about 1989, the variant names were descriptions
of the fragrances and included Musk,Spice, Amber, Marine, and Oriental.[citation needed]

~ 12 ~
From 1990 until 1996, geographic names for fragrances were used, such
as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration
from Calvin Klein fragrances (also owned by Unilever at that time), using the same
fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such
as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.[citation needed]. See an
interview of Ann Gottlieb, in which she speaks about Axe fragrance
development : http://www.osmoz.com/News-Trends/Interviews/Perfumery-
Professions-Ann-Gottlieb
In 2009, the brand launched an 8-centimeter container called the Axe Bullet. [2] The
brand has also extended into other areas such as shower gels, aftershaves,
and colognes, skin care, shampoo, and hairstyling products. Failed extensions include
Barbershop[3] and razors.
Most scent names usually have a shower gel to companion them and sometimes an
antiperspirant/deodorant stick

Can of Axe Twist

The 2009 frame has a mint scent.[citation needed]

The Axe Shampoos come in three different sizes, the regular and most seen 12 fl oz
size and the travel or sample size of 1.7 fl oz, 22oz bottles were introduced recently.
Axe also ships a shower scrub tool called the Axe Detailer.

List of Axe & Lynx deodorants

Axe's list of yearly body-spray variants is as follows. Limited edition or short-lived
variants are listed in a following table below.

Marketing

From 2003, Axe advertisements portrayed various ways the products supposedly
helped men attract women. In 2004, the advertising for thePulse fragrance showed
how it supposedly gave geeky men the confidence to dance to get women. This was

~ 13 ~
followed by Touch,Unlimited,[25] Clix,[26] and in 2007, Vice[26] was marketed on a theme
of making "nice" women become "naughty".

Addiction Body Spray : Lasts Long Really Long

It looks like that Indian marketers will make deodorant/body spray - a commodity.
The plethora of the new products that is now flooding the market together with
horrible brand campaigns took the charm away from this category.

The latest kid on the block is the Addiction brand from Mankind pharma. Mankind
was in recent news for the high profile launch of their condom brand Manforce.

Addiction body spray joins the tribe of brands like Fuel, Denver, Wild Stone taking on
the market leader Axe directly by copying its positioning. All these brands have the
same positioning, same message and some horrible campaigns to spread the
message.

Addiction is no better.

For a change, Addiction brand has roped in the actor Neil Nithin Mukesh as the
celebrity endorser . The brand is currently running a campaign featuring the
celebrity.

The campaign talks about the same stuff that of the competing brands. The hunk
uses the deo, girls fall for the fragrance,chases the hunk, jealous girlfriend
desperately tries to prevent other girls from seducing the hunk...

~ 14 ~
Addiction body spray has taken the attribute of " long lasting fragrance " as the main
point of differentiation. The differentiation is meaningful and not many deos have
concentrated on that attribute. But " long lasting " is too basic an attribute and can
be easily copied by the competitor ( if they really care to). But going by the trend ,
most of the deo/body spray brands rely on occasional bursts of campaigns and
seldom focus on longterm brand building campaigns. What the market will witness
will be more hunks and more flesh.

Addiction has taken up the tagline " Lasts long, really long " which is a clean copy of
the tagline of Amaron batteries. The creatives should have thought of something
better for the brand.

Addiction in their campaign has called itself as a body spray rather than a deo.
Deodorant and body sprays serve the same purpose of preventing body odor and
smelling good. The basic difference is that Deos are used specifically to prevent body
odor hence it is applied directly to the odor producing areas like under-arms . Body
Sprays are used for its fragrance . (I am not sure whether Addiction brand is a
deodorant body spray or just a perfumed body spray).

I wonder whether Indian consumers need another deo brand like Addiction. Having
said that , there is a space for a strong competitor for a brand like Axe. None of these
challenger brands have lived up to the hype they created. If you go to any
supermarket, you will see the difference. Axe lives up to its position of a market
leader with strong visibility in the shelves and these competitors are bundled
together and kept aside. It is doubtful that any of these deo brands have managed to
create a meaningful differentiation strong enough to compete with Axe.

At the same time, Axe is witnessing an erosion of its core positioning and in future
will struggle to excite the consumers with its campaigns. It is a fail-fail situation for
the brands in this category.

~ 15 ~
Addiction could have created an impact if it had tried something different from the
theme of seduction. Focusing on a higher aspirational attribute like success,
confidence, energy, self esteem etc would have helped the brand break the clutter.
Rather than taking the path less traveled, Addiction preferred the path taken by
other brands - which will eventually lead this brand to grave.

Wild Stone : Wild by Nature

Well an ambitious chemicals company in West
Bengal thinks that Sex sells . So when they wanted
to sell deodorants they put that principle into
practice.

The result speaks for itself. Their ad which is

available in the youtube is watched more than 8 lakh times. A brand search in the
google gives you 100 invitations to see the uncensored ads. So at times sex do sell.

Wild Stone is a market challenger. This brand from an unknown company has been
able to make its presence felt in the market thanks to the controversy generated by
the ad.

The ad is set in the background of Durga puja. The plot is that a homely bengali lady
accidentally bumps into a stud and the Wild Stone perfume takes her into a
Deodoranttasy involving the stud.
While youtube has the uncensored version, the channels are showing the heavily
censored version.

Compared to the raunchy ad of Amul Innerwear, this ad is not of bad taste but
ofcourse its highly suggestive ( I am talking about the censored version ).

In a report in Live Mint, the company clarified the heavy use of sex in their ads by
saying that the TG which is 15-30 is highly influenced by these type of commercials.

Like in the case of Amul innerwear , these type of commercials helped these brands
break the clutter. According to Live Mint, there are about 37000 television ads which

~ 16 ~
are shown on every day. To make the customer discuss about the ad is not a child's
play. For a small company with a limited budget, its a jackpot if their commercial is
discussed and shared.

I think these controversial ads help these brands get the trial sales very fast. And for
a new brand , getting trial sales is of significant importance. Because if the product is
good, the customers will come back .

But there is a risk factor also. The risk comes from the regulators and civic society
who will definitely cry foul. Recently Government has asked HUL to withdraw the
commercial of Axe Dark Temptation.

Another risk is with the execution . The agency has to be very careful not to offend
the customers. If the customer is forced to switch the channels because of the ad, its
not going to help the brand.

In the case of Wild Stone Deo, the censored version has helped the brand to break
the clutter and I bet many have checked out this brand. I am yet to find this in my
city hence not able to comment on the price. I feel that is priced at a premium.

But there is another issue. From here to where ?

Amul Innerwear has released the follow up commercial which was again little
controversial . For Wild Stone, the challenge is to bring the brand into focus.

The tagline ' Wild by Nature ' will prompt the agency to follow the current route
which I feel may not do well with the brand. The brand should aim to build on the
current eyeballs into developing a positive association with the brand through the
follow up campaigns.

~ 17 ~
From a commercial standpoint, Economic Value
Added (EVA™) is the most successful performance
metric used by companies and their consultants.
Although much of its popularity is a re sult of able
marketing and deployment by Stern Stewart, owner of the trademark, the metric is
justified by financial theory and consistent with
valuation principles, which are important to any
investor's analysis of a company. 

To many, the EVA™ metric (also known as "economic

profit") basks in a mystique of complexity. But this
tutorial will show you that this complexity is only an
illusion. In fact, the entire metric is a development of
three simple ideas: cash is king; some expense
dollars are really investments in "disguise";
and equity capital is expensive. 

To help you understand EVA ™ and its components, we devote each chapter of this
tutorial to exploring a different conceptual aspect of economic value added (EVA™)
and demonstrating the associated calculations. Over the course of these
chapters, we build an EVA™ calculation for the Walt Disney Co (DIS), a publicly traded
company, using recent financial statements. And, at the end of this study of EVA™,
we compare it to other performance metrics. 

By the end of this tutorial, you will not only be able to calculate EVA™ for yourself,
but also, importantly, understand its strengths and weaknesses, observing how it is
ideal for some situations, but also - contrary to some dogma - not necessarily
the best performance metric for many other situations. 

~ 18 ~
Because the term EVA™ is trademarked, for convenience’s sake, we will instead refer
to it as economic profit throughout the tutorial. This is a common practice and, for
our purposes, there is no difference. 

Deodorant and antiperspirant have different functions

Most deodorant reviews are based on personal prefere nce, but we found
ConsumerReports.org to be the most reliable professional source. Although editors
there do not consider the efficacy of deodorants, their
report on antiperspirants objectively compares the
stain factor -- how likely the deodorant is to stain
clothing or leave behind white residue -- of several
brands. Beauty magazines such as Esquire, Allure,
Shape and Better Nutrition test products to identify the best deodorant brands for
their annual beauty awards, although their methods are not as clearly explained. In
an older review, Slate.com performs an interesting efficacy test of deodorants (most
of the products are still available). User reviews at MakeupAlley.com, Buzzillions.com
and TotalBeauty.com are plentiful and provide good insight into various factors such
as fragrance, irritation and efficacy of the best deodorant brands and types.

Related Searches

Deodorant Men

Antiperspirant

Degree Deodorant

Deodorant Samples

The terms "deodorant" and "antiperspirant" are often used interchangeably,

although they describe two different products. Antiperspirants use aluminum-based
ingredients to create temporary plugs in the sweat ducts, reducing overall sweating.
Antiperspirants don't reduce odor, however. Deodorants, on the other hand, make it

~ 19 ~
difficult for odor-causing bacteria to grow on the surface of the skin but have very
little eff ect on overall sweat. Most, but not all, mass-produced products include both
antiperspirant and deodorant ingredients for maximum odor- and sweat-fighting
efficiency.

Perspiration, a natural function, cools the body. Although it is blamed for foul body
odor, perspiration itself does not have much scent at all. Odor is actually produced
by bacteria living on the surface of the skin, which feeds on sweat. People have been
formulating products for centuries to control odor and wetness, but deodorant is a
fairly new concept. Hundreds of years ago, before
regular bathing became commonplace, people used
heavy colognes to mask bodily odors. It wasn't until
the early 1800s that chemists began making products
that could prevent body odor. The earliest
antiperspirants were pastes and creams that were
extremely messy and difficult to apply. Modern
products using aluminum were first mass-produced
about 100 years later. These products were sold as
creams, solids, pads, dabbers, roll-ons and powders.
Over time, the popularity of some of the application
types waned. Today, the majority of antiperspirants
and deodorants are sold as solids, gels, roll-ons and
deodorant sprays, with solid sticks being the most
popular of all.

Although some people think that aluminum, the active

ingredient used in antiperspirants, is linked to
Alzheimer's disease and breast cancer, both the National Cancer Institute and the
Food and Drug Administration (FDA) say there is nothing to substantiate these
claims. Editors at the environmental website TheGreenGuide.com note that there
are no inherent dangers in using antiperspirant products, though they advocate using
natural deodorant because they are not as potentially irritating and don't contain
harsh chemical ingredients. Natural deodorant products, however, do not prevent
sweat and only provide deodorizing benefits.

~ 20 ~
 OBJECTIVES OF THE STUDY:

1. To get familiar with their marketing strategies separately.

2. To view the segments being targeted by these brands in the market.

3. Up to what extent do the public respond to their products?

~ 21 ~
 4. To prepare a marketing plan for any brand that is planning to enter the

India Deodorant.

5. To be a relevant guide for any brand launch in India.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect

of the topic was kept in mind. Nevertheless, despite of fact constraints were at play

during the formulation of this project. The main limitations are as follows:

~ 22 ~
 Due to limitation of time only few people were selected for the study. So the

sample of consumers was not enough to generalize the findings of the study.

 The main source of data for the study was primary data with the help of self-

administered questionnaires. Hence, the chances of unbiased information are less.

 People were hesitant to disclose the true facts.

 The chance of biased response can’t be eliminated though all necessary steps were

taken to avoid the same.

RESEARCH METHODOLOGY

~ 23 ~
ABOUT THIS REPORT
This Euromonitor market report provides market trend and market growth analysis
of the Deodorants industry in India. With this market report, you’ll be able to explore
in detail the changing shape and potential of the industry. You will now be able to
plan and build strategy on real industry data and projections.
The Deodorants in India market research report includes:
 Analysis of key supply-side and demand trends
 Detailed segmentation of international and local products
 Historic volumes and values, company and brand market shares
 Five year forecasts of market trends and market growth
 Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

 What is the market size of Deodorants in India?
 What are the major brands in India?
 Which deodorant formats are seeing most dynamic growth?
 What are the key trends in product development?

Why buy this report?

 Gain competitive intelligence about market leaders
 Track key industry trends, opportunities and threats
 Inform your marketing, brand, strategy and market development, sales and
supply functions

This industry report originates from Passport, our Beauty and Personal Care market
research database.
Each report is delivered with the following components:
Report: PDF and Word 
Market statistics: Excel workbook

SAMPLE ANALYSIS

TRENDS
 Innovation in ingredients was seen in 2010, as deodorants jumped onto the
natural and herbal bandwagon. Examples include natural deodorants (minerals,
crystals), novel features, such as hair minimising, and more sophisticated scents
resembling those in fragrances. Garnier launched Mineral Deodorants, an
exclusive range of antiperspirants for men and women, containing active Perlite,
which is claimed to have five times the absorption power of talc. It reportedly

~ 24 ~
 contains active minerals of natural origin. It is claimed to give 48 hours non-stop
protection to keep the user fresh and dry.

COMPETITIVE LANDSCAPE
 Deodorant sales are led by Hindustan Unilever Ltd, with the Axe brand; Paras
Pharmaceuticals Ltd, with Set Wet; and McNroe Chemicals Pvt Ltd, with Wild
Stone. These three manufacturers held a combined value share of over 49% in
2010. The leading brand is Axe, with 25% of value in 2010, followed by Set Wet
and Wild Stone with 10% and 9%, respectively. Axe is a well-established and
widely distributed brand, and is heavily supported by advertising across India.

PROSPECTS
 Deodorant sprays are expected to do well in the forecast period, as companies
keep up their advertising campaigns and create new niches. Advertising
campaigns are expected to become more sophisticated, while product innovation
and differentiation will also drive sales in the forecast period.

RECOMMENDED MARKETING STRATEGY DESIGN

Cosmetics Business to Start

The impression is that a cosmetics company is an expensive business to start.
However, belying common assumption, you can actually start a home-based
cosmetics manufacturing. You can make soaps, lotions and oils at home and sell
them through small retail stores on consignments, at kiosks in malls, in your house,
or in a rented space. The equipment and raw materials will cost only a few hundred
dollars. Or you can approach a contract manufacturer to do make a line of cosmetics
for you under your label. A contract manufacturer will fill your needs from producing
to designing your label and packaging the product. Still another way is to represent
or distribute the products of a cosmetic manufacturer in an area where they still
have no presence.
Cosmetics Product Line
Here’s a long list of products you can sell: soaps, oils, masques, lotions, lip balms and
glosses, lipstick, body powder, shampoos, hair conditioners, bubble baths,
deodorant, scrubs, blush, eye shadow, eyeliner, makeup remover, mascara,
foundation, perfumes, nail polishes, mouthwashes, douches, anti-aging cream,
aftershave, massage lotions, stretch mark lotion, and moisturizers. Sometimes, what
it takes to succeed in this kind of business is a little twist: just improve on an existing
cosmetic, and if the product becomes a hit, you will be rewarded greatly. Also, you
can add in your merchandise miscellaneous items like purses and lingerie to boost
profit. 

~ 25 ~
You can offer a variety of products or you can specialize on those targeting specific
markets: teens, babies, those interested in all-natural toiletries, those of darker skin
color or those who prefer cosmetics with herbal additives.
Cosmetics Company Startup Cost and Profit
How much you should invest to start the business would depend on whether you will
be making the products yourselves and at what capacity; or you will be outsourcing
the job. Cosmetics manufactured by private label manufacturer could cost as low as
$0.10 per item. And the good news is you can sell the items at several times their
original manufacturing cost. Lipsticks are sold at an average of $11. For a home-
based business, you can start with just about $1,000.
Cosmetics Business has an easy-to-use guide in buying raw materials, and supplies; in
finding a contract manufacturer; and in finding suppliers of cosmetic manufacturing
and packaging equipment, containers, and closures. 
 

DATA ANALYSIS & INTERPRETATION

(1)Sales Promotion Schemes Offered On Deodorant

~ 26 ~
The primary analysis found that “Price off” is the best sales promotion schemes
offered on Deodorant(40% of the retailers agreed on this). “Product Bundling” was
the next best with 30% of the retailers in favour of the same.

S a le s P r o m o t io n s c h e m e s

40
35
30
25
PERC ENTA GE 20
15
10
5
0
P r ic e o f f P ro d u ct C a sh C ro ss P r iz e s
B u n d lin g R e fu n d P r o m o t io n
SC H EM ES

(2)NORMAL DURATION OF SALES PROMOTION SCHEMES

60
60%
50 Duration
40

30 25%
15%
20

10

0
15 Days – 1 Month – More than

1 Month 3 Month - 3 months

Theprimary analysis found that “1 month – 3 month” is the normal accepted

duration of sales promotion schemes (60% of the retailers agreed on this). “More
than 3 months” was the next best with 25% of the retailers in favour of the same

~ 27 ~
(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON DEODORANT

F req u en cy o f S ch em es O f f ered

6 m o n t h s- 1 y ea r 5%

3 -6 M o n th s 20 %

L ess t h a n 3 m o n t h s 75%

The primary analysis found that “Less than 3 months” is the general perceived
frequency for sales promotion schemes offered on DEODORANT (75% of the retailers
agreed on this). “3 months – 6 months” was the next best with 20% of the retailers in
favour of the same.

(4)AFFECT ON SALES OF DEODORANTDUE TO SALES PROMOTION SCHEMES

A ffe c t o n S a le s
100
80 75 %
S a le s
60

40
15 %
20 10 %
0
I n cMr oe da es eo f c o Cm amnut n si caayt i o n N o E f f e c t
in Sf o ar lep rso m o t i o n s c h e m e s
80
70
The primary analysis found that sales promotion schemes offered on
60
DEODORANTcaused 45 %
5 0 an “Increase in sales” (75% of the retailers agreed on that).
“Can’t say” was the
4 0 next 2best 5 % opinion with 15% of the retailers in favour of the same.
30 20 %
(5)COMMUNICATION
20 OF SALES PROMOTION SCHEMES1 0 %
10
0
T h ro u g h S a le s T h ro u g h T h ro u g h T h ro u g h
R e p re s e n t a t iv e w h o le s a le rs P rin t E le c t ro n ic
~ 28 M~e d ia M e d ia
The primary analysis found that “Wholesalers” were the best medium of
communication of sales promotion schemes (45% of the retailers agreed on that).
“Sales representatives” was the next best with 25% of the retailers in favour of the
same

(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION WITH

COMPETITOR

O n e - s to p s h o p ?

60 45%

40 35%

20 10% 10%

0
S u p e rio r S i m il a r & S u p e rio r
In fe rio r &
& m o re m o re & le s s
m o re
F re q u e n t F re q u e n t F re q u e n t
F re q u e n t

The primary analysis found that the level of servicing during sales promotion vis-à-vis
competitors was “Superior and more frequent (45% of the retailers agreed on that).
“Similar and more frequent” was the next best with 35% of the retailers in favour of
the same.

~ 29 ~
(8)AFFECT OF SALES PROMOTION SCHEMES ON DIFFERENT AGE GROUP
The primary analysis found that “26-45 age group” were the most affected by sales
promotion (55% of the retailers agreed on that). “16-25 age group” was the next best
with 30% of the retailers in favour of the same

(9)PROBLEMS FACED DURING & AFTER SALES PROMOTION SCHEMES

A f fe c t o f S a le s P r o m o t io n
90
80
70
60 55%
50
40 30%
30
20 15 %
10
0
16 - 2 5 26-45 46-60
A g e g ro u p

The primary analysis found that “Stock out” and “Handling problem” were major
problems faced during and after sales promotion schemes (with 45% of the retailers
in favour of the same)

P ro b le m s F a c e d
70

60
45% 45%
50

40

30

20 10%

10
0
H a n d lin g
P r o b le m S to c k o u t Im p r o p e r
in fo r m a t i o n
(10)INCENTIVES
PROVIDED DURING SALES PROMOTION SCHEME
The primary analysis found that “Cash discount” is the best incentive provided during
sales promotion scheme offered on Deodorant(55% of the retailers agreed on that).
“Prizes” was the next best with 25% of the retailers in favour of the same.

~ 30 ~
 55 55%
50
45
40
35
30 25%
25
20
15
10% 10%
10
5
0
Cash G if ts P r iz e s O t h e r s
D is c o u n t

(10)BEST SALES PROMOTION SCHEME

The primary analysis found that “Price off” is the best sales promotion schemes
offered on Deodorant(55% of the retailers agreed on that). “Product Bundling” was
the next best with 20% of the retailers in favor of the same

CONSUMER’S ANALYSIS

~ 31 ~
How would you rank following criterion for selecting a Deodorant?
T im in g C o n v e n i e n c e

90
80
70
60
50
40 25%
20% 20%
30 15%
20 5% 5% 3% 5% 2%
10
0
B r a n d P r ic e B e n e f its P r o m o t io n a l F r a g r a n c e C o lo u r P a c k a g in g W o r d o f A d v e r tis
v a lu e S chem es of S oa p of S oa p M outh em e nt

RECOLLECTION OF ANY ADVERTISEMENT OF DEODORANTS

R e c o m m e n d a tio n
95%

10%

Yes No

MOST EFFECTIVE MEDIUM OF SALES PROMOTION

M e d iu m F o r P r o m o t io n
90
80
70
60
50
40 30% 30%
20%
30
20 15%
5%
10
0
A d v e r t is in g S a le s P u b lic R e l a t io n P erso n al In t e r n e t
P r o m o t io n & P u b lic it y S e llin g

~ 32 ~
The primary analysis found that “Advertising” is the most effective medium for sales
promotion 30% of the consumers agreed on that). “Sales Promotion” was the next
best with 30%(approx) of the consumers in favour of the same.

PREFERENCE OF PROMTIONAL SCHEME

30
25
20
15
10
5
0
F re e T ria l P r i c e o ff C r o s s P r o m o ti o n D is c o u n t
C oupons

The primary analysis found that “Free Trial” is the most preferred promotional
scheme (30% of the consumers agreed on that). “Price Off ”, “Discount Coupons”,
“Cross Promotion” was the next best with 20%, 15%, 10% of the consumers in
favour.

PERCEPTION ABOUT CHANGE IN QUALITY DURING SALES PROMOTION SCHEME

The primary analysis found that the perception about change in quality during sales
promotion scheme was “Superior” (70% of the consumers agreed on that). “No
change” was the next best with 20% of the consumers in favour of the same

~ 33 ~
TYPE OF IMPACT P a y m e n t P re fe re n c e
70

60

50

40

30

20

10

0
S u p e rio r
N o chang e

The primary analysis found that the type of impact of sales promotion was No
change in buying behaviour” with 50% of the consumers in favour of the same.

60
50%
50

40
30
20% 20%
20
10%
10
0
M akes yo u B u y it d u r in g C o n t in u e B u y in g No
s w it c h t o L u x S a le s P r o m o t io n e v e n a f t e r s a le s C hange
o ffe r P r o m o t io n o f f e r is
scra p e d

PROBLEMS FACED DURING SALES PROMOTION SCHEMES

The primary analysis found that “Stock Out” is the biggest problems faced during
sales promotion schemes (55% of the consumers agreed on that). “Coupons Not
Encashed” was the next best with 20% of the consumers in favour of the same.

60 55%
20% 5%
50
40

30
20 15%

10 5%
0
S to c k O u t I m p r o p e r G if t s N o t C o u p o n s N o t Any
In fo r m a tio n R e c e iv e d E n c a s h e d O th e r

~ 34 ~
 FINDINGS
CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and solution to the
problems. In this we came to know about the consumers need and
expectation levels regarding products and ascertainable levels of consumer
satisfaction.

PRODUCT RESEARCH:
Under product research I came to know about the modification which consumers
wants as to the quality, packing, shape, color, and quantity etc. of their favorite
chocolate.

PRICING RESEARCH:
This includes ability to consume, to pay for the product, how much a person can
spend on his/her favorite chocolate. In this I have tried to find out consumer’s price
expectations and reactions.

ADVERTISING RESEARCH:
Under this I have concluded that whether the advertisement appeals the consumers
or not. This also includes evaluating and selecting the proper media-mix and
measuring advertising effectiveness. From the one and half month experience of our
research project with Consumer preference towards Deodorant, We have come to
know lot things and it has enhanced our knowledge to great extent. We found many
things which are well executed by distributors. Here are some of the key findings
given by us are purely based on our research. It doesn’t have any kind of bias from
our side.

They are given as under:

~ 35 ~
By doing the comparison of Deodorant, we have found that the preference of the
Deodorant more preferred by the consumer is Deodorant.

From the analysis we have found that Nestlé’s some brand has covered 50% of the
market in one product (Munch) of the Deodorant which is a very good sign for the
company.

Through the research we found that consumer is very conscious about the quality of
the product in that matter they are not ready to compromise. And we found both
company product are very qualitative.

In some cases we found that if a product is not available in the market than some
consumer would to switchover to another product or brand.

So from these survey we have found that the consumption of the Deodorant are
more in children and teenage group though having any occasion or not having any
occasion. The most selling product of both the companies is in small size of
Deodorant and there market share is 73% because it’s not much costlier and is also
easily available & affordable.

SUGGESTIONS AND RECOMMENDATIONS

~ 36 ~
 Deodorants are substances applied to the body to affect body odor caused
by bacterial growth and the smell associated with bacterial breakdown
of perspiration in armpits, feet and other areas of the body. A subgroup of
deodorants, antiperspirants, affect odor as well as prevent sweating by
affecting sweat glands. Antiperspirants are typically applied to the underarms, while
deodorants may also be used on feet and other areas in the form of body sprays. In
the United States, deodorants are classified and regulated as cosmetics by the U.S.
Food and Drug Administration (FDA). Antiperspirants are classified as drugs by the
FDA.[1]
The first commercial deodorant, Mum, was introduced and patented in the late
nineteenth century by an inventor inPhiladelphia, Pennsylvania, whose name has
been lost to history.[2] The product was briefly withdrawn from the market in the
U.S.,[2] but is currently available at U.S. retailers under the brand Ban. [3] The modern
formulation of the antiperspirant was patented by Jules Montenier on January 28,
1941.[4] This formulation was first found in "Stopette" deodorant spray, which Time
Magazine called "the best-selling deodorant of the early 1950s". [5] Stopette was later
eclipsed by many other brands as the 1941 patent expired.
A small percentage of people are allergic to aluminium and may experience contact
dermatitis when exposed to aluminium containing deodorants. [6] Aluminium-
containing antiperspirants are generally safe according to current research.

~ 37 ~
 CONCLUSION
In today’s competitive business environment brands have assumed a role of growing
importance. They can differentiate a company’s products and customer loyalty,
helping to sustain profitability in the long term. The Deodorant has evolved into a
Megabrand incorporating a range of products each with their own identity, but now
under the Deodorant. This initiative is intended to leverage the strength of the
Deodorant to the full. The strategy involved a packaging and range refreshment
strategy which has resulted in a unified innovative Deodorant. Having exceeded initial
sales tar gets by a considerable margin, the strategy can be considered a success!

Branding is one of the most important aspects of any business, large or small, retail
or B2B. An effective brand strategy gives you a major edge in increasingly
competitive markets. But what exactly does "branding" mean? How does it affect a
small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can
expect from your products and services, and it differentiates your offering from your
competitors'. Your brand is derived from who you are, who you want to be and who
people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one?
Is your product the high-cost, high-quality option, or the low-cost, high-value option?
You can't be both, and you can't be all things to all people. Who you are should be
based to some extent on who your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and promotional
materials--all of which should integrate your logo--communicate your brand.

Branding is all important for those of use who want to be recognized for their name,
business idea, business or product. Like the big name brands such as Sony, Amazon,
Google, Yahoo, etc. business professionals such as freelancers, product developers,
writers, pro-bloggers all need a brand to be instantly recognized by.
For most, the brand name is either their own name, or else the name of the product
they developed. Not only will others know who they are dealing with, but if we brand
ourselves properly, then our name will be a synonym of quality further down the
track.
We all know that big name bloggers such as ShoeMoney, John Chow, Yaro Starak,
Maki and Daren Rowse have managed to do just that. They branded themselves
through continuously using their own name or that of their website.

~ 38 ~
BIBLIOGRAPHY

~ 39 ~
 http://www.Deodorantindia.com/home/index.asp

 http://images.google.co.in/images

A brand pyramid can help manager

 The top s plan
tierand analyse
of the a brand’s
pyramid identity.
consists of Brand
br core
theBrandThe
and
top tier of the pyramid consists of the br and core.
Closely related to brand
these: values
the
proposition
promise
is the
core. core

 http://en.wikipedia.org/wiki/Deodorant_plc

 http://www.Deodorantindia.com/brands/choco1.asp

. A opportunities
brand
br
brand
andextensions
stretching
extension
and
for

~ 40 ~
The parent brandFamily
is alsobrand
knownnames
as an:
 SVN INSTITUTE TECHNOLOGY OF SAGAR
CUSTOMER'S QUESTIONNAIRE
Researcher's Name : Mr. SANJAY YADAV Name of Person : :___________

Class : B.B.A. IIND Sem Age : __________________

Occupation ______________
(1)Which brand of Watch do you use ?
............................................................................................
(2) Is the same brand of used by your other family members?
If not , which brand of Watch do they use? ......................................................................................

(3) What comes in to your mind when you think about Watches ?

o Watch of film stars

o Nothing specific
(4) Can you recall any current advertisement of Watch ?

o Yes.
o No.
(8) Do you perceive any change in quality of Watches during the sales promotion scheme?

o Superior
o Inferior

~ 41 ~
 o No change
(6) What type of impact does the sales promotion scheme on Watches creates on you?

o Makes you switch to Watch

o Buy it during sales promotion offer
o Continue buying even after sales promotion offer is scrapped
o No change in buying behavior
(7) How is the sales promotion scheme communicated to you?

o Through sales representatives

o Through print media

~ 42 ~