A Case for a new launch?

Your client is one of India's oldest homegrown FMCG companies, TipTop Products. They have been key players in the Persona
category for several decades, competing successfully with large multinational companies. They are currently present in the ca
of soaps, shampoos, moisturizing creams, fairness products and talcum powder. They are focused in the northern and eastern
the country, although their products enjoy good distribution across India. Their products are popular both in urban (Tier 2) and
areas.
For the last 8+ quarters though, their growth has been stagnating. This is partly due to evolution of some of their key categorie
consumers seek other forms of Personal Care. TipTop's head of marketing has been studying this evolution of the market, and
changing consumer, and he feels that TipTop needs to revamp their product portfolio. He strongly feels that deodorants is a P
Care category that TipTop needs to get into, because of its exploding growth and potential. Some of the other leaders at TipTo
however, are not so sure. TipTop has hired you to help. Can you specifically answer these questions for them:
1. Should TipTop enter the Deodorants market? Would you look at a specific market segment or look at the overall market? Pl
provide your reasons based on the data provided.
2. If they choose to enter, what launch strategy would you recommend in terms of product type, distribution and marketing st
TipTop has provided some data for you to base your conclusions on. Please state what other types of data you might need.
 been key players in the Personal Care
y are currently present in the categories
used in the northern and eastern parts of
popular both in urban (Tier 2) and rural

on of some of their key categories, as

this evolution of the market, and the
ongly feels that deodorants is a Personal
ome of the other leaders at TipTop
stions for them:
or look at the overall market? Please

pe, distribution and marketing strategy?

ypes of data you might need.
The deodorants category in India is booming. There are more than 500 deodorant brands in India trying to woo the consumer
brands or variants. The total size of the market is around 370 million dollars. While the market is largely urban (90% of volume
growth is faster than urban growth at 29%. The market is also very different for women versus men. Male deodorants contrib
overall market has been growing at 18% year-on-year for the past 3 years, women's deos have seen faster growth - around 21
consists of deodorants, perfumes and body sprays. More data on key brand shares and distribution is given below.

Size of deodorants market ($ Million) 368.00

Market share Vol. Val.

Engage 8.10% 6.60%
Fogg 12.50% 17.80%
Axe 6.90% 6.50%
Wildstone 6.90% 6.70%
Other 65.60% 62.40%

Numeric distribution (all stores) North South East

Engage 32% 29% 53%
Fogg 48% 41% 21%
Axe 38% 46% 35%
Wildstone 21% 31% 19%
Other

Category penetration (used at least once in Past 4 weeks)

Men 38%
Women 32%
Total 35%

12 - 15 years 21%
16 - 20 years 48%
21 - 25 years 53%
25 - 31 years 45%
32 - 36 years 41%
37 - 42 years 23%
Above 42 years 12%
Total 35%

Rural 21%
Urban 48%
35%
rying to woo the consumer. These brands have around 1000 sub-
rgely urban (90% of volume), rural India is also catching up, and
n. Male deodorants contribute 69% to total volume. While the
n faster growth - around 21%. The total fragrance category
is given below.

West Total
36% 38%
42% 38%
48% 42%
32% 26%