UNIVERSITY OF MUMBAI

PROJECT WORK ON
“A STUDY OF CONSUMER PREFERENCE FOR DEO IN MUMBAI”
A project Submitted to University of Mumbai for partial completion of the degree of

MASTER OF COMMERCE
(MANAGEMENT)

By
NAMITA RAJENDRA NAIK
ROLL NO :- 207
SEMESTER – IV

UNDER THE GUIDANCE OF

DR. PRASHANT BHAGAT

CHETANA’S

Hazarimal Somani College of Commerce & Economics,

Bandra (E), Mumbai-400 051

 CERTIFICATE

This is to certify that Miss. NAMITA RAJENDRA NAIK has worked and duly completed his
project work for the degree of Masters in Commerce under the Faculty of Commerce in the
subject of Entrepreneurial Management and his report is entitled “A STUDY OF CONSUMER
PREFERENCE FOR DEO IN MUMBAI” under my supervision. I further certify that the
entire work has been done by the learner under my guidance and that no part of it has been
submitted previously for any Degree or Diploma of any University.

It is her own work and facts reported by her personal findings and investigations.

____________________ ______________________

Project Guide External Examiner

______________________ ________________

Course Co-ordinator Principal

 DECLARATION

I undersigned Miss. NAMITA RAJENDRA NAIK here by, declare that the work embodied in
this project work titled “A STUDY OF CONSUMER PREFERENCE FOR DEO IN
MUMBAI”, forms my own contribution to the research work carried out under the guidance of
Prof. PRASHANT BHAGAT SIR is a result of my own research work and has not been
previously submitted to any other university for any other degree / diploma to this or any other
University.
Whenever reference has been made to previous work of others, it has been clearly indicated as
such and included in the bibliography.
I , hereby further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

Signature of the Learner

MADHAVAN KRISHNAMOORTHI

Certified by

MAYA HANDE
 ACKNOWLEDGEMENT

To list who all have helped me difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in
the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this project.

I would like to thank my Principal, Dr. Vijetha Shetty for providing the necessary facilities
required for completion of this project.

I take this opportunity to thank our Coordinator Prof. Pradeep Hathi, for his moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide Prof. Maya Hande
whose guidance and care are made the project successful.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my parents and peers who supported me throughout my
project.
 INDEX

Chapter No Particulars Page No

1. Introduction 1 – 13

2. Research Methodology 14 – 17

3. Literature Review 18 – 21

4. Data Analysis 22 – 32

5. Findings & Conclusion 33 – 36

6. Suggestions 37 – 38
Bibliography &
7. Webliography 39 – 40
 CHAPTER - 1
INTRODUCTION

1
 CHAPTER 1
INTRODUCTION
Deodorant is a mixture of fragrant essential oils or aroma compounds, fixatives
and solvents used to give the human body, animals, food, objects, and living spaces a pleasant
scent. Deodorants are substances applied to the body to affect body odor caused by bacterial
growth and the smell associated with bacterial breakdown of perspiration from our body.
Deodorants have been known to exist in some of the earliest human civilizations. Modern
deodorantry began in the late 19th century with the commercial synthesis of aroma compounds
such as vanillin or coumarone, which allowed for the composition of deodorants with, smells
previously unattainable solely from natural aromatics alone. The main objective of the study is to
study the customer satisfaction level towards FOGG Deodorants. The present study is descriptive
in nature. The study includes facts finding enquiries on the customer satisfaction. The major
purpose of descriptive research is the description of state of affairs as it exists at present. The
study aims at collecting the opinion of the customers about the FOGG brand. The sample size
taken for the study is 50. The important findings of the study is most (88%) of the respondents
are opined that they will recommend Fog deodorant to their friends and Relatives. Through this
study it is concluded that customers are more satisfied towards Fogg deodorant.

KEYWORDS: Customer loyalty, Customer Satisfaction, Deodorant, FOGG.

A deodorant is a substance applied to the body to prevent body odder caused by

the bacterial breakdown of perspiration in armpits, feet, and other areas of the body. A subgroup
of deodorants, antiperspirants, affect odder as well as prevent sweating by affecting sweat
glands. Deodorants are classified and regulated as cosmetics by the U.S. Food and Drug
Administration and are designed to eliminate odder. Deodorants are usually alcohol-based.
Alcohol initially stimulates sweating, but may also temporarily kill bacteria. Deodorants can be
formulated with other, more persistent antimicrobials such or with metal Chelan compounds that
slow bacterial growth. Deodorants may contain deodorant fragrances or natural essential oils
intended to mask the odder of perspiration. Over-the-counter products labelled as "natural
deodorant crystal" containing the chemical potassium alum have gained new-found popularity as
an alternative health product, in spite of concerns about their contact dermatitis. A popular

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alternative to modern

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commercial deodorants is ammonium alum, which is a common type of alum 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 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.

FOGGPROFILE:

Darshan Patel, the promoter of Vini Cosmetics, appears matter-of-fact about his success. Sitting
in his Ahmadabad office, dressed in his trademark white shirt and trousers, he explains how he
came up with a winning strategy for Fog. At the launch of 18+ in July 2011, his first deodorant,
Patel asked everyone for feedback. "People said it smelt good, the pricing was fine but one
feedback kept surfacing that 'deodorants get over fast'," he says. He decided to address that
concern of consumers by launching Fog, a product without gas. This prevents the liquid from
vaporizing easily, checks its wastage and makes a deodorant bottle last longer. Fog was thus
launched in end- 2011 with the tagline Bina gas wala spray (deodorant without gas). The market
response was overwhelming. Media reports, quoting Nielsen data, have said that Fog is now the
leader in the Rs 2,000 Crore deodorant market with a 12 per cent share. Vini Cosmetics was
launched by Patel

after he sold his one-third stake in Paras Pharmacy to private equity (PE) company Actis for $43

4
million in 2006. "I was just 44 years old then, and who wants to be unemployed," he says.
Indeed,

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 Patel had already built a formidable reputation for being a market disruptor with some of the
over the-counter brands he built for Paras, including Krack cream, Itch Guard, Set Wet, Dermi
cool and Livon. "My ability to seize the consumer pulse was proven.

10 Best Deodorant for Men in India for 2022

1. The Park Avenue Signature Collection (Neo):

The Park Avenue Signature Collection (Neo) is one of the best premium collections of
deodorants. The rejuvenating and strong notes of mango, peach, and jasmine will make you
smell damn good! A hint of musk will evoke the inner explorer in you. The fragrance is quite
irresistible and long- lasting. Like most, this deodorant also has antibacterial properties.

2. Fogg Fresh Oriental Black Series for Men:

Fogg is undoubtedly one of the most popular deodorants for men, and this one particularly has
been their USP. The most distinctive fragrance, one spray can last the entire day if you don’t
sweat a lot. In case you do, feel free to run some trials and errors. Walk into a room, and you can
even if you are a hidden ninja, you will still be identified, thanks to the unique smell this deo
gives out. Fresh, cool, and long-lasting, Fogg stays true to their tagline “Fogg Chal Raha hai.”

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3. Denver Hamilton:

If you want a premier smelling deo, this is it! This manly fragrance of Denver Hamilton offers a
more refreshing & confident fragrance, that stays throughout the day. You can easily consider
this to be one of the best natural deodorants for men. It has a wonderful blend of spicy florals &

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balsamic wood, that kills even the strongest of bad body odor. It also absorbs moisture, giving
you a very soothing feeling on your skin. Long-lasting and Cleary conspicuous for anyone’s
nose, this one is a killer for anyone who is trying to make a great first impression!

4. Old Spice Original:

Who can ever forget their dad’s favorite after-shaving lotion? That strong manly smell that
emanated all around him before you were heading out for school… nostalgic! Well, if you loved
that, you will definitely love Old Spice’s Original smelling deodorant. An all-time favorite of
every man (and woman too!), this one has achieved legendary status. The strong masculine scent
is best suited for men who love being proactive and push boundaries every day.

5. Brut Original:

Brut is not just about a strong fragrance. It also has a hugely loyal fanbase who pledge their
allegiance to this classic. It has a strong scent that cannot be mistaken for anything else except
Brut. Their distinctive classic aroma cannot be found in any other deo and keeps bad body odor

and sweat away! If you want to smell great for the entire day, Brut is your thing.

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6. Axe Dark Temptation:

Remember that advertisement where this guy sprayed this deo on himself and immediately
turned it into chocolate? Well, that doesn’t exactly happen but close enough! This deo smells of
dark chocolate from the first spray. If irresistible was a fragrance, it would have been this. Axe is

7
known

7
worldwide for crafting the most iconic fragrances ever and this one hit all the notes and even
goes beyond that. Marinate yourself in chocolate all day long or gift it to someone, to make them
unstoppable anywhere they go!

7. Ustraa Cologne Spray Sport:

Ustraa products are known to be super safe for the skin and are made without using sulfate,
paraben, or any other harmful chemicals. This one is popular with men who love its beautiful
aroma, which is a fusion of fresh sea breeze and the spiciness of masculine woody notes. If you
get flocked by strangers, don’t blame us. We are only suggesting!

8. Nivea Fresh Active Original:

Nivea claims that this superior body spray stays on for 48 hours, making you feel fresh for two
days in a row. We don’t know about that but we definitely know that this deodorant is absolutely
awesome! One of the best smelling sprays, it is recommended by literally everyone! The
ingredients seemed safe for the skin as well. Keep your suave for 48 hours while you marinate
yourself in ocean extracts!

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9. Wild Stone Copper:

There is no way you can ever hate this antiperspirant! Wild Stone is already a very popular talc
brand, so there is no way you can doubt its aromatic-based products. With zero percent gas and
is pretty long-lasting. Its woody hints of air Moise and citrusy notes of pineapple and lemon
make it perfect for anyone willing to impress the whole town and stay confident, no matter how
sweaty it gets.

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10. United Colors of Benetton United Dreams Be Strong:

United Colors of Benetton is one of the world’s most popular fashion companies. Their clothes
are found and loved everywhere in the world. And their colognes and body sprays are pretty
damn neat as well. This one, in particular, is awesome for anyone who wants to make a definitive
statement. The top notes have fruity hints of grapefruit, lime, and mandarin, with floral scents
and jasmine, ginger, nutmeg, and pink peppercorn spices as its heart notes. The base notes have
cistus flower and cedarwood. The bottom line is: try it if you want to smell irresistible!

11. Yardley London Gentleman:

Gentleman Classic by Yardley London is one of the most popular sprays. With a strong
masculine presence in its scent, it is a wild mixture of ingredients like citrus, black pepper, and
spicy cardamom. It is a wonderful buy for a day-to-day use, as it has a very distinctive smell and
can add to your personality.

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 More Info About Deodorants
Top Deodorant Manufacturers & Suppliers in India

 Vini Cosmetics: Fogg

 Itc Limited: Engage
 Nivea India: Nivea
 Hindustan Unilever: Axe
 Emami Limited: HE
 Baccarose Perfumes & Beauty Products: Christian Dior, Kenzo and Guerlain, Saint
Laurent etc.
 J.K Helene Curtis: Park Avenue
 Mcnroe Consumer Products: Wild Stone
 Godrej Consumer Products Limited: Cinthol
 Marico Limited: Set Wet

Top Manufacturers in terms of sales

Below are the top 5 deodorants in India in the Rs. 3,000 crore market. The biggest surprise is
Hindustan Unilever’s Axe which has slipped to 5th position from the market leader position few
years back. The rankings are as per December 2018 data. ITC’s Engage is the fastest growing in
the segment with 10.5% market share and sales worth Rs 298 crore.

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 1. Fogg
2. Engage
3. Nivea
4. Wild Stone
5. Axe

History Of Deodorant & Its Use

The modern-day deodorant predates back as far as 1888. Invented by Edna Murphey, a U.S.
inventor in Philadelphia, Pennsylvania, the first deodorant was made and marketed for women.
Times have changed and now, as evident, there are many deodorants for both men and women.
With many brands and fragrances available in the market, it becomes difficult to choose the best.
And that is because the “best” is subjective when it comes to fragrances. Everyone has a type or
a choice, which feels the best to them. Also, deodorants can help you in a number of ways. Some
of them include:

 Limit body odor by attacking the bacteria that interact with your sweat.
 Make you feel confident.
 Inject a definitive and sharp factor in your personality since you carry a recognizable odor.
 Helps you from sweating excessively in humid climates.

Types of Deodorants
You must feel good with what you put on your skin. Some of us like to apply a spray deodorant
in full swagger and create a mini commercial moment in their bedrooms, while others hate the
chills that your skin feels when the spray is applied. Others might find the rolling effect of a roll-
on deodorant pleasing, while others would prefer it because they come in bottles that are small
and easy to carry. There are quite a few other options too. Knowing about the different types of
deodorants will make it easy for you to decide which one is best for you. So, let’s see what are
you can expect when you go out for deodorant shopping.

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 Spray: The most popular one – a spray deodorant is easy to apply and replaces the
odor with various scents that are designed for both men and women.

 Roll-on: These are liquid deodorants. They feel wet and cool when applied and quite
effectively make you feel fresh after a shower on an average day.

 Solid deodorants: Ever seen solid deodorants that pop out of a bottle like lipstick or
bars that you can rub across your skin? These types are popular in North America, but
you can buy them from Amazon anywhere. They are clear and dry that leave no
residue.

 Gel: If you like the sensation that gel creates on your skin, a gel deodorant would be
great for you. They dry quickly, and the good ones can keep body odor away for a full
day.

 Wipes: If you have tried all the others or want to randomly try a new type of
deodorant, buy deodorant wipes. You can easily get them from a medical shop.
Deodorant wipes are meant for a single-use, which can be disposed of after that. These
come in different packaging (one in one packet). They can be easily stored in a
backpack or locker for emergency use.

 Crystal: Deodorant’s crystals are mostly made of natural products like potassium alum
or ammonium alum. These keep the bacteria away, giving you a fresh feeling for a
long time.

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 CHAPTER - 2
RESEARCH METHODOLOGY

14
 SOURCES OF DATA COLLECTION:

Deodorants contain aluminum and zinc salts, and fragrance to mask the smell of
perspiration. Most conventional antiperspirants rely on aluminum compounds, like aluminum
trichlorohydrex gly, which plug the sweat ducts, and stop sweat coming to the skin's surface.

During of the project: The duration of the project this 30 Days.

OBJECTIVES OF THE STUDY:

 To study the customer satisfaction level towards FOGG Deodorants.

 To identify the factors which contribute to customer’s satisfaction
 To know the demographic profile of users of FOGG brand.
 To assess the loyalty of the customers towards Fog brand.

SCOPE OF THE STUDY:

The study deals with the customer profile, satisfaction and dissatisfaction of FOGG brand and
this can be done as a study with other brands. This idea is very useful for the markets to take
proper step in designing the advertising and other promotional activities based on the
demographic target group and its characteristics. Sample respondents can be widened to get in
depth knowledge.

LIMITATIONS OF THE STUDY:

 The study is undertaken in Chennai city. The results therefore are confined to this
area and need not necessarily applicable to other places.
 The findings of the study can be applicable to the period in which it has been done; it
need not be applicable as such for another period.
 This study is confined with FOG Deodorants and deodorants and not with other products of
the same brand.

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 RESEARCH METHODOLOGY

PROBLEM:

Preference towards male Deodorants for consumers and retailers.

TYPE OF RESEARCH:

Descriptive and Conclusive type of research

The study signifies the survey on Preferences towards Male Deodorants Consumers and Retailers
in Saudi Arabia. The sample unit was the users of various men's deodorants of different brands
included in the survey in Al Baha Region, Saudi Arabia. The sample size taken to conduct the
survey was 100 consumers and 50 retailers. The collected data is primary in nature. i.e. the first
hand data, as there is a better scope of getting required information and also it is in the form that
we want. For the purpose of collecting data, questionnaire method was adopted. The sampling
technique used by the researchers is random sampling as the size of the universe is quite large, so
relatively small group of individuals from the universe is selected which is also good enough to
represent the entire universe. For the purpose of measurement and scaling techniques we have
used Summated Scales (or Likert–type scales) for knowing the satisfaction level of consumers. A
Likert scale (Wuensch and Karl October 4, 2005) is a psychometric scale commonly involved in
research that employs questionnaires. It is the most widely used approach to scaling responses in
survey research, such that the term is often used interchangeably with rating scale, or more
accurately the Likert-type scale, even though the two are not synonymous. The scale is named
after its inventor, psychologist (Likert and Rensis, 1932). Secondary data is collected through
companies’ personal websites. Data collected through tv commercials is in generic form to know
how various deodorants has been advertised. Data analysis technique and tools used here are bar
graph and pie charts.

RESEARCH DESIGN:

 Type of Study: Descriptive (Under the descriptive study technique the statistical method
has been used. Here the researcher must design their studies to give as much evidence as
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 possible for reflecting the cause-and-effect relationships from the data collected through
the ‘survey’ technique. The designs of such studies should be planned with the type of
required analysis already in mind).

 Research Area: Mumbai.

 Source of Information: Primary Data

 Primary Data Collection Instrument: Questionnaires

 Research Approach: Survey Method.

SAMPLE DESIGN:

 Target population:

 Element: Females aged 18-30 years

 Extent: Selected areas of Mumbai

 Sampling method: Stratified Random Sampling

 Sample size: 50 respondents.

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 CHAPTER - 3
LITERATURE REVIEW

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 MARKETING STRATEGY:

Quite unlike other competing brands like Axe which indicated appealing to the opposite gender
as their unique selling proposition. However contrary to those Fogg has been using
functional positioning like lower cost, better value and more quantity.

VALUE FOR MONEY BRAND:

Fogg was priced higher than the nearest rival brand Axe but customers still purchased it the
reason for this was their launch advertisement which was the direct comparison with competing
brands and how they were wasting a lot of content because of the presence of gas in them.

THE BACKING OF GOOD RESEARCH:

Fogg has been backed by a strong team of research professionals who have designed the core
product as well as its variants with the customer feedback about the issues they face with
competing for deodorant brands.

GAP FILLING:

Before the product launch, Fogg had undertaken detailed studies on the market and identified
various gaps in the deodorant market and created products that filled each of these gaps.

POWERFUL LAUNCH ADVERTISEMENT:

The launch advertisement of Fogg had something interesting to say and clearly differentiated the
product as a non-aerosol spray in comparison to the other aerosol sprays that had taken over the
Indian market.

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 WEAKNESSES IN THE SWOT ANALYSIS OF FOGG:

Poor distribution channel: In comparison to nearest rival HUL which sells the Axe spray, Fogg
does not have a very wide distribution network. Moreover, they are unable to garner the retail
space that multinational brands like Axe command.

SUSTAINABILITY:

It is questionable whether a brand like Fogg will be able to sustain its overwhelming success.
Though it is a rage at this point in time it is doubtful on whether the brand can sustain with the
same positioning for a long time.

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NEGATIVE PUBLICITY AGAINST CHEMICALS:

Online sources have created a huge movement against the dangers of chemicals in cosmetics and
skin care products. This has shifted the balance in favor of Ayurvedic or organic shampoos
which have hit the sales of the brand drastically.

OPPORTUNITIES IN THE SWOT ANALYSIS OF FOGG:

HUGE MARKET POTENTIAL:

The deodorant market has huge market potential in India. Currently, it stands at an estimated
value of 3000 crores INR with a growth rate of 15 to 18 percent annually which means there is a
huge unexploited market target.

POSITIVE CUSTOMER TRENDS:

Customers in India a are increasingly conscious about their looks and the market for cosmetics
product is huge and this includes perfumes as well. With an increased propensity to send people
who would once think of purchasing deodorants as a waste of money has made it a part of their
daily ritual.

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 CHAPTER - 4
DATA ANALYSIS

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 FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves
computing measures of variables selected of the study and its finding will give easy
interpretation for the reader.
Sr. No Particular Frequency Percent
Age group
1 18 to 25 years 32 64.0
2 17 to 45 years 17 34.0
3 Above 45years 1 2.0
Gender group
1 Male 49 98.0
2 Female 1 2.0
Qualification
1 S.S.L.C /H.S.C 8 16.0
2 U. G 18 36.0
3 P. G 22 44.0
4 Other 2 4.0
Occupation
1 Student 32 64.0
2 Employee 11 22.0
3 Self-employment 6 12.0
4 Others 1 2.0

majority (64%) of the respondents are belongs to the age group of 18 – 25 years. Most (98%) of
the respondents are male. 44% of the respondents are Postgraduates. Majority (64%) of the
respondents are belongs to student category.

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 SATISFACTION OF CUSTOMERS:
Sr. No Particular Frequency Percent
If you were going to buy a brand deodorant what would be your selection?
1 Fogg 20 40.0
2 Axe 14 28.0
3 Park avenue 12 24.0
4 Charley 2 4.0
5 Others 2 4.0
Would you value as a part of your social life?
1 Yes 44 88.0
2 No 5 10.0
How often do you use deodorant?
1 Every day 12 24.0
2 Special occasion 14 28.0
3 Office/College 20 40.0
4 Other specific 3 6.0
When do you use deodorant?
1 Day 44 88.0
2 Night 4 8.0
3 Both 1 2.0
Does the price matter when you are buying a favorite deodorant?
1 Yes 47 94.0
2 No 1 2.0
Which brand deodorant product do you an interest in?
1 Fogg 17 34.0
2 Park Avenue 11 22.0
3 AXE 20 40.0
4 Charley 2 4.0
How much money did you spend for each bottle of deodorant?
1 Less thanRs.200 6 12.0
2 Rs.200-300 33 66.0
3 Rs.301-400 7 14.0
4 Above Rs.400 4 8.0

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From the table, it is inferred that 40% of the respondents are opined that they preferred to buy
Fog deodorant. Majority (88%) of the respondents opined that Fog deodorant is part of their
social life. 40% of the respondents said that they use deodorant while going to the office /
College. 88% of the respondents use the deodorants daily. Most (94%) of the respondents opined
that the price is important while buying favorite deodorant. 34% of the respondents are interested
in Fog brand. Majority (66%) of the respondents spends around Rs. 200 – Rs.300.

SATISFACTION OF CUSTOMERS:

Sr. No Particulars Frequency Percent

Which type of Deodorant smell do you prefer?

1 Flower 6 12.0
2 Chocolate 16 32.0
3 Fruits 23 46.0
4 Other 4 8.0

Will you recommend Fog deodorant to your friends/ relative?

1 Yes 44 88.0
2 No 6 12.0
From the above table, it is inferred that 46% of the respondents prefers to buy Fruits flavors.
Majority (88%) of the respondents are opined that they will recommend Fog deodorant to their
friends and Relatives.

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 ANALYSIS OF 4 P’S:

4P’S OF THE BRAND:

PRODUCT:

 The product strategy and mix in Fogg marketing strategy can be explained as follows:
 Fogg is one of the most popular deodorant brands. Fogg has a very vast variety of
deodorants for both men and women. Few of its most popular products for men are
Fogg Black Collection Fresh Oriental Deodorant, Fogg 1000 Status Deodorant, Fogg
Marco Deodorant, Fogg Napoleon Deodorant, Fogg Royal Deodorant and top products
for women are Fogg Black Collection Bold Deodorant, Fogg Delicious Deodorant,
Fogg Black Collection Splendid Deodorant, Fogg Paradise Deodorant, Fogg Radiate
Deodorant. Fogg has also recently launched perfumes along with Deodorants in order
to expand its product portfolio in its marketing mix. Fogg products are also delivered
quality assurance with the dermatological testing done which shows no side effects,
also with consumer feedbacks Fogg products have stood up to the mark. One of the key
components which outstand Fogg is quantity as they claim to be only having spray or
Deo no gas so quantity claimed also satisfy the customer and finally the services of
their product of having a good fragrance which lasts longer no doubt turned out to
stand at its claim. Fogg got its success behaving as a product-oriented company.

PRICE:
 Below is the pricing strategy in Fogg marketing strategy:
 One more key factor which made Fogg as a market leader and keep retaining its position
is pricing. Fogg followed the competitive pricing under its marketing mix where it kept
the price almost same with its competitors but projected the more service with better
output with their deodorants at the same price. This strategy not only helped Fogg attract
new customers but also overcome the barrier of entering into market when there were
already established brands from well-established company like HUL and Marico. Further
Fogg focused more on the upper middle man in deciding the cost of their product. This
helps
26
 them in further expanding in the market. Fogg represented themselves as a replacement
for the expensive cologne and deodorants with a better service at low price which helped
them in pitching to a larger audience.

PLACE:
 Following is the distribution strategy of Fogg:
 Fogg approached with a very simple distribution channel i.e., way through distributors to
retailers. As their product was a FMCG product so they didn’t need an exclusive store to
sell or showcase their product. With their promotions of Fogg, it was enough to catch
eyes of their consumers. And also, being a FMCG product going through retailer channel
it was made available at each and every small retail shops both in urban and rural area.
This also helped them in pitching in rural areas and increasing their market share.
However, Fogg rely more on urban areas. And as it was launched in the digital era where
the no. of e- commerce users was increasing rapidly, no of grocery apps were launched so
Fogg also launched its products on online stores right from the starting which was easy to
access and gained more customers from the urban areas.

PROMOTION:

 The promotional and advertising strategy in the Fogg marketing strategy is as follows:

 This is one of the most important features which made the Fogg become the market
leader. Fogg’s competitors like Axe were using marketing promotion mainly focused
for men.
Whereas Fogg launches its product showing that its functional value is better than its
competitor’s value. They come up with a sensational campaign of “No gas, only Spray”
which changed the stereotypical belief of the consumers for the deodorants. Fogg did an
extensive TV advertisement, magazines, hoardings, newspapers, online campaigns on
different social media sites and built up their own brand image by using a new chemical
structure and degraded the image of their competitors. Hence, this gives an overview on
Fogg marketing mix.

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 CURRENT AND FUTURE SCENERIO OF DEODORANT INDUSTRY

CURRENT SCENARIO:

India perfumes and deodorants market stood at $790 million in 2017 and is projected to grow at
a CAGR of over 17%, to reach $2.4 billion by 2024 on the back of rising urban population and
emergence of online retail. Moreover, perfume and deodorant manufactures are offering wide
variety of innovative products such as pocket perfumes, herbal perfumes, roll-on etc. which is
further stimulating market demand across India.
Additionally, manufactures are focusing on innovative branding and marketing products, which
is further anticipated to aid the growth of India perfumes and deodorant market in the coming
years.

FUTURE SCENARIO:

According to TechSci
Research report, “India
Perfumes & Deodorant
Market by type, by price
segment, by sales
channel, competition,
forecast &
opportunities, 2013-
2024”,
India perfumes and
deodorant market is
anticipated to register a
CAGR of 17% during
2018-2024. Experts predicts that the deodorant industry will grow in the next few years. In fact,
the deodorant market is projected to grow at 25% CAGR (compound annual growth rate) over
the next five years. As net household income increases and with disposable income, there is
ample scope for the growth of the deodorant market in India

28
 ALL INDIA URBAN MARKET SHARE (%)

2016 2017 2016 MAT’18 MAT’17

Fogg 14.60 16.50 17.50 15.70 16.80

Nivea 11.50 10.20 9.20 10.50 9.90

Engage total 10.30 9.90 9.00 10.7 9.30

Park avenue 9.70 7.40 7.50 8.20 7.20

Axe Total 7.00 7.50 8.10 7.10 7.70

Wild stone 6.60 6.50 5.90 6.80 6.30

Denver 4.30 3.40 3.20 3.90 3.30

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 DATA ANALYSIS

The following are the inferences based on the responses received:

1. Out of the 50 respondents, only 1 respondent does not use any deodorant

2. There is a high usage of deodorants amongst the females of a young age group

3. There is a huge market to exploit in the deodorant market

4. There are many choices available to the female customers

5. Hardcore brand loyalty is not prominently seen. They are willing to and also have

switched brands or use multiple brands.

6. The female customers have used brands that can be considered male-specific (e.g.,

Adidas, Nike, Playboy, Davidoff, etc.). Therefore, Unilever can take a chance of

introducing Axe for females.

7. Spins, a female-specific deodorant, seems to stand out from the crowd. It means, females

do prefer a brand that is positioned as female-specific.

8. A majority of the respondents are happy with their choice of the brand and may remain

loyal to it.

9. A minor percentage are willing to switch to another brand.

10. Brand loyalty is still fickle and there is a scope for another deodorant in the market.

11. Although the respondents use varied brands of deodorants, they are either brand loyal or

late adopters of a new product.

12. Almost 25% of the respondents can be considered the “Early Adopters” of a new product,

who would try a new brand and spread the word amongst their peers. Therefore, Unilever

has a window of opportunity with this group of customers.

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13. There is high awareness of the Axe brand of deodorants amongst the female customers.

14. Few respondents can be considered a false responder as it may have been answered in

jest or the implied meaning would have been different.

15. Maximum numbers of respondents have said that Axe is a male-specific brand.

Therefore, Unilever has done a good job of positioning Axe as a male brand, but it may

be a hindrance if they are looking to enter the female segment.

16. Axe advertisements are also well-known and a similar strategy can be used to market the

female deodorants.

17. Several females are aware of Axe fragrance, may be due to its usage by their male

counterparts.

18. Few respondents aspire to use Axe, which may be an encouragement to Unilever.

19. There were few null responses due to their unawareness of Axe brand of deodorants.

There may be such customers in the market as well that can be converted in to users of

the new brand of female deodorants.

20. Although many are not willing to experiment with a new, unknown brand, they are open

to switching over to Axe as it has a strong brand presence.

21. Even though Axe is considered a male-specific brand by several respondents, they are

open to use the female deodorant to be introduced by Unilever. Unilever can also have a

positive stance as several females were open to use the male variant as well.

22. Unilever will have to work on creating newer, softer & long-lasting fragrances for the

female customers.

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23. They may have to come up with a brand name that appeals to the female customers.

24. Spray remains the most preferred form for deodorants.

25. Unilever can experiment with other forms (like sticks, powders, etc.) as well to add depth

to the range of deodorants for females

32
 CHAPTER - 5
FINDINGS & CONCLUSION

33
FINDINGS:
1. 40% of the respondents are opined that they preferred to buy Fog deodorant.

2. Majority (88%) of the respondents opined that Fog deodorant is part of their social life.

3. 40% of the respondents said that they use deodorant while going to the office / College.

4. Most (88%) of the respondents use the Fog deodorants daily.

5. Most (94%) of the respondents opined that the price is important while buying favorite

deodorant.

6. 34% of the respondents are interested in Fog brand.

7. Majority (66%) of the respondents spends around Rs. 200 – Rs.300.

8. 46% of the respondents prefers to buy Fruits flavors.

9. Most (88%) of the respondents are opined that they will recommend Fog deodorant to

their friends and Relatives.

10. Brand loyalty for deodorants is almost non-existent amongst female customers. They

have several brand preferences and may own multiple deodorants at a single time.

11. There is a strong brand awareness of Axe brand of deodorants, but it is widely regarded

as a male-specific deodorant. The creative advertisements are responsible for the brand

awareness amongst female customers.

12. The will to experiment with a new, unknown product is low, but the female customers

would try a new Axe deodorant due to the perception of good quality and strong brand

image. Female customers who are brand loyal or late adopters will be willing to switch

over to Axe, if their peers start to use it or when Axe has established in the female market

as well.

34
 13. Unilever will have to face tough competition with deodorants, who have an established

market in the female segment and who have products specifically marketed as a female

product.

14. Females prefer softer fragrances and the deodorant coming in spray form.

15. Advertisements remain the prime source of information regarding a new product.

CONCLUSION:

In this research we have found out the brand preferences of Saudi men using deodorants and why
the retailers also having their preferences towards some particular brands of deodorants. The
majority of gents in Al Baha region are using AXE deodorant and Deodorants are mostly used by
the younger age group i.e., 15 to35 years. However, the young Saudi men are selecting their
brand according to fragrance and brand image.

35
Very interestingly, most of the consumers come to know about the new brands through
advertisements. It was found that majority of the dealers take dealership according to demand
and profit margins. The limitations of this research study are Few people doesn't' have the time to
fill up or answer the Questionnaire and People were also not giving the exact information like,
their monthly income, age as this society of more conservative in nature.

It was observed that a few people were not responding as what we expect from them and they
were reacting for the survey is conducted for false purpose. We therefore, recommend the future
researchers to conduct research in more developed cities like Jeddah and Riyadh in Saudi Arabia
to gain reasonably realistic insights on the customer preferences in this area of research. There
are certain articles which reveal that side effects like skin irritation, breast cancers etc. are caused
due to deodorants. Still the demand and craze for deodorants will never end as it plays an
important role in determining the personality of a person. There is no evidence or proper study or
experiment conducted still now to prove the criticisms. The ability of a fragrance to make us feel
like desired beings, connect us with memories, helps us to escape and help us show individuality
is phenomenal. This boost of positivism in our everyday life increases vitality, improves our
drive to accomplish, and increases resistance to failure and this is done by the FOG Brand.
Through this study it is concluded that customers are more satisfied towards Fog deodorant.

36
CHAPTER - 6
Suggestions

37
 SUGGESTIONS:

Overall FOGG has covered the entire mass through their publicity particularly TV, online
advertisements. Some respondents feel that the price of this brand is high, to increase further
sales, price may be reduced or discounts and offers may be given. Varieties of fragrance can be
introduced, and lasting effect should also be concentrated.

38
 CHAPTER - 7
BIBLIOGRAPHY & WEBLIOGRAPHY

39
 Internet:
“A Study Of Consumer Preference For Deo In Mumbai” is the all meaning and research to
help wikipedia.
A deodorant is a substance applied to the body to prevent or mask due to bacterial breakdown of in
the , , and in the , and in some cases . A subclass of deodorants, called antiperspirants, prevents
sweating itself, typically by blocking . Antiperspirants are used on a wider range of body parts, at
any place where sweat would be inconvenient or unsafe, since unwanted sweating can interfere
with comfort, , and grip (due to slipping). Other types of deodorant allow sweating but prevent
action on sweat, since human sweat only has a noticeable smell when it is decomposed by bacteria.
Website:
https://en.wikipedia.org/wiki/Deodorant

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