CHAPTER - 1

INTRODUCTION
Industry means the production of goods for sale by the
application of human or mechanical power. It is concerned with
changing the form of goods from any stage from raw material to
finished product. It involves production of both consumer and
producer goods. Main characteristics of industry are:
1. It's an Economic activity.
2. It involves production of various types of goods and
services to satisfy Human wants.
3. It creates Utility by converting RM into useful
products.
4. The scope of industrial activities is wide.

There are three types of Industries, they are:

1.) Primary industries- Industries which provide basic raw
materials from natural sources are called primary industries.
These are of Two Types - Genetic and Extractive industries.
2.) Secondary industries- Industries which use the raw
materials provided by primary industries are called secondary
industries. These are of two Types - Manufacturing (Analytical,
Synthetical, Processing, Assembling) and Construction
industries.
3.) Tertiary industries- Industries which provide support services
to the primary and secondary industries are called tertiary
industries. Transportation, warehousing & Banking are examples
of such support services.

MY CONSUMER PRODUCT IS DEODORANT

CHAPTER - 2
MAIN
CONTENTS
Primary Industry - RAW MATERIALS

Raw Materials
Antiperspirants consist of the active drug ingredients that
control perspiration; gelling agents that form the stick matrix;
and other ingredients, such as fragrance or colorants, that make
the product aesthetically pleasing.

Active ingredients

The Food and Drug Administration (FDA) controls the active

ingredients used in antiperspirants because they are legally
classified as drugs. The FDA publishes an Over the Counter (OTC)
Drug monograph that lists which ingredients are approved for
use. The ingredients on this list are limited to aluminum
chlorohydrate, aluminum chloride, aluminum sulfate, and
aluminum zirconium complexes. Of these compounds, the most
commonly used is aluminum zirconium tetrachlorohydrex
glycine. Most of these materials are supplied as powders, used
at levels of 8-25% based on the weight of the finished product.
Gelling agents

The bulk of the formulation consists of waxy or fatty materials

that are gelled to form a solid stick. Common examples include
stearyl alcohol, cetyl alcohol, hydrogenated castor oil, and
glyceryl stearate. These waxy materials are blended with
lubricating oils and emollients such as cyclomethicone, a
volatile silicone compound. They are liquids at room
temperature, but they quickly evaporate and are used because
they leave the skin feeling smooth and dry. talc, starches, or
other powders may be added to give the product a dry feel and a
smooth payoff.

Other ingredients

Fragrance and colorants may be added to the formula to

improve its odor or appearance. Some brands have fragrances
that are time released. Other brands may add featured
ingredients that contribute little functionality but are designed
to increase consumer appeal.
Secondary Industry - MANUFACTURING PROCESS
The formulation and ingredients vary according to whether the
product is to be supplied in aerosol, roll-on, gel or stick form,
however to some extent the basic manufacturing process is the
same:

● The vessel is charged with solvents such as alcohol,

propylene glycol, glycerine, etc. or silicones such as
dimethicone. This is the oil or “continuous phase.”
● Flake/powder ingredients, such as cetyl alcohol are
dispersed into the oil phase.
● The “dispersed phase” is prepared separately. Typically this
is aqueous, however stick deodorants usually do not
contain water; the dispersed phase would also be oil based.
● The active ingredient is dispersed into this phase.
Suspending agents such as bentonite may be added.
● The phases are combined to form an emulsion.
 ● The active ingredient is sometimes added at this later
stage.
● Gelling agents or polymers are added to stick products to
form structure.
● Fragrance and coloring are added.
● The product is cooled and poured into containers, molds,
etc.

Problems -
● Some ingredients can form Agglomerates which
conventional agitators cannot easily break down.
● Some ingredients require shear in order to develop
their desired Properties.
● Aeration must be minimized.
● When adding powdered ingredients to the vessel
partially hydrated materials can build up on the vessel
walls and parts of the agitator.
 ● Some gelling agents are prone to degradation at high
temperatures or low pH.
● Conventional agitators cannot easily form stable
emulsions even when both liquid phases have been
heated.

Solutions -
The advantages of the Silverson High Shear mixer stem from the
3 stage mixing/shearing action generated by the precision
machined workhead. Operation is as follows:

Stage 1
The vessel is charged with appropriate base fluid. The mixer is
started, and the solid/powdered ingredients are added. The
powerful suction created by the high speed rotation of the rotor
draws liquid and solids into the workhead where they are rapidly
mixed.
Stage 2
The solids are de-agglomerated in the precision machined
workhead before being forced out through the stator and
circulated back into the mix. Simultaneously fresh material is
drawn into the workhead.
Stage 3
Once the powdered ingredients have been fully dispersed in the
“continuous” liquid phase, the “dispersed” phase is added. The
high shear mixing action of the workhead forms a uniform and
stable emulsion.
Tertiary Industry - SUPPORT SERVICES
Example of Dove

How are Dove deodorants Packed?

Reusable packaging has come a long way—in strategy,
sophistication, and sustainability. Launched in January by
Unilever, the new Dove refillable deodorant system exemplifies
this new approach, comprising a sleek, stainless-steel outer
case guaranteed to last a lifetime, paired with refills in
recycled-content, recyclable packaging. The innovation is just
one of 100 projects Dove is working on across the globe to meet
its goal to ensure all its packaging is plastic-free, is made from
100% post-consumer recycled plastics, or is reusable/refillable.
It also represents Unilever’s first refill launch on a mass scale.
The Starter Kit includes the refillable deodorant case plus one
deodorant stick; refills are available in two-packs, in
FSC-certified cartons.
The refillable Dove deodorant package has a design similar to
that of the reusable package prototype, developed for Unilever’s
Dove, AXE, and Rexona brands as part of the Loop reusable
shopping platform, but it has been “optimized for personal use,”
says Augusto Garzon, Dove Global Vice President of Deodorants,
Unilever.

How is Dove deodorant Distributed?

Dove products are sold in more than 80 countries. Dove uses
distribution channels of its parent company Unilever. Products
are transported from factory to warehouse from where C&F
agents sell to stockists and stockists to retailers. Dove products
are available in supermarkets, general stores, chemists and
whole-sellers. With the ever increasing reach of ecommerce
platforms, Dove products can be bought from these portals as
well.

The online platform has helped the products reach each & every
household.
How is Dove deodorant Advertised?
The promotional strategy in the marketing mix of Dove is young
& aspirational for women. Its ‘Campaign for real beauty’ focuses
on women's self-esteem. The brand successfully communicated
that people of all ages and all colors are equally beautiful. Dove
uses non-models in all its advertising campaigns. Dove also
promotes its brands through videos and short films and its ad
films are some of the most widely downloaded. The product
positions itself as a product which reveals the true inner beauty
of women. Dove has launched a campaign to combat the
negative media campaigns which exploit women’s insecurity and
self-esteem. It used curvy women to fight the ideal body shape
image created and also released a video showing the editing
process of models. Dove’s Ad Makeover campaign is social
media based wherein negative ads can be replaced by positive
messages designed by Dove which boost women’s self-esteem.
Dove uses magazines such as cosmopolitan which women
regularly read to advertise. Hence, this covers the entire Dove
marketing mix.
 CHAPTER - 3
CONCLUSION
Deodorant has become one of the popular products as it can
keep the underarm fresh and prevent the body from producing
an unpleasant smell even in warm weather. The rising awareness
among the global population towards a healthy and fresh
lifestyle is driving the product demand.

The global deodorant market size was valued at USD 22.54

billion in 2018 and is projected to reach USD 30.76 billion by
2026, exhibiting a CAGR at 4.0% during the forecast period.
FLOW CHART
 CHAPTER 4
WEBLIOGRAPHY