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The Indian Deodorant Market
OVERVIEW OF THE MARKET
01 The Indian deodorant market is worth more than INR 3600 crores with over 1000 varieties
offered by over 500 brands. The market is expected to grow at 17%-18% y-o-y.

MAJOR PLAYERS IN THE MARKET

02 The Indian deodorant market is dominated by players like FOGG ,Engage, Axe, Set Wet, Park
Avenue, Nivea, Old Spice. FOGG holds 20% of the market share.

SCOPE OF STUDY
03 As a part of this project we will be analyzing and inferring the strategies adopted by FOGG, Vini
Cosmetics.

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 Climate Analysis
Adverts are subjected Change in lifestyle has Lawsuits against adverts
to controversies and lead India to invest more for not being able to
criticism. in personal hygiene. attract a single girl.

P S L
E T E
Poor Economy and R&D costs are not very high Chemicals like
unaffordability leads to leading to a constantly aluminum may cause
fall in sales. changing product segment. skin cancer.

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 Target Consumer
• Students • Working Professionals • Young Athletes
Consumer Both Male and female gender who want to experiment within budget

Sales
Perception “Sex always sells” Engage
• Subtle with the Seduction Proposition 7, 19% 12, Nivea
Competitor • All brands entering the no gas segment 32% Axe
8, 22%
• Packaging is intentionally made very similar to FOGG Black 10, Wildstone
27%

Collaborator Collaborator
• Sold as combo offers in supermarkets
• Should collaborate with school/collage for sponsorships in the fests

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 Porters five force framework
Potential New Buyers Substitutes Suppliers Competitors
Entry

Threat from New Bargaining power of Threat from Bargaining power of Competitive Rivalry
Entrants customers (buyers) substitution product suppliers
It is not easy to Due to high It is high due to It is low as there Brands like Axe
enter the industry competition, it is wide variety of are a lot of Deodorant (HUL),
because cost of high because similar products. suppliers of raw Set Wet (Marico),
developing the buyer can shift to Any unsatisfied material required. Engage (ITC) etc. are
product is high. It other brands customer can shift If a supplier tries strongly competing
will also require offering similar to other brands to manipulate for market share
extensive products. that will satisfy prices, the brand
advertisement and their needs. can shift to other
promotion cost. supplier.

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 Segmentation
Psychographic : Focussed on the
intrinsic trait of a customer that is
fashion oriented and trendy
Geographic : Not geographically
defined as such although depending
on market share in different parts of
the country Fogg could initiate
deodorant types which target
specific people – ittar in north and
sandalwood in south
Demographic : Focused on product
quality they offer enlarging TG (18-
60) both male and female inclusive
Behaviorial : Consumer can SEE
that you are getting more when you
pay ( pure liquid, no gas)
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Targeting
Psychographic : Outgoing , social
Geographic : Urban and Semi
Urban areas
Demographic : Age groups
between 18-60
Behaviorial : Appear ready for
social interactions and appear fresh
Positioning
Point Of Parity :
• Product packaging in life with all
other competitors
• Reasonably priced
Point Of Differenciation :
• More liquid, less gas
• Unlike our competitors,
advertisement not sensuality
based but targeted on creating a
catchy brand image
“Kya Chal Raha Hai?”
 Perceptual Map
Fast Food Market
Availability Low

Axe
Low Brand

High Brand
Loyalty

Loyalty
Engage

Zatak

Wild Stone Fogg

Availability High

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• Family : Our father might be
using Fogg , high chances we
might end up making the same
choice since it has created an
impression in our mind
• Kids : FOMO riding high among
them , a friend using FOGG may
end up swaying another child
into using it who in turn might
influence his/her entire family
into using it
• Influencers : Celebrities and
social media influencers have a
great impact in driving consumer
preferences. For eg : We might
connect with a particular
influencer and their habits and
this might end up driving our
purchase decision
Consumer Market Analysis
• What a consumer expects from a
deodorant is long lasting effect ,
good smell , lot of quantity
• The brand should connect with
Social Personal the consumer in terms of his/her
personality
• Preferences may also vary
Cultural depending upon age , sex , any
skin allergies etc
• Brand loyalty and brand
awareness will drive a
consumers buying patterns
• Different areas and regions are governed by different traditions and
beliefs even when it comes to deodorants
• Kashmiri and Himachali natives prefer Ittar and other such
botanically derives regional smells
• People down South prefer Sandalwood
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 Where there is a will, there is a way ………………..….to the consumers heart!

Female Market New Opportunities

• One market they need to target is the female
market – Females are more conscious towards
value for money products and since that is the
USP Fogg has succeded on so far, they need to
continue building on it.
• They can come up with more generally
accepted female fragrances to drive more
consumption. Eg : Jasmine, Lilly
• They need to find gaps in the market that can
be exploited – For example deodorant sticks
in India are not mainstream but are extremely
helpful in humid conditions and cities – this
could be one market where they could
introduce a low end product previously not
catered for in the market.

Regional Specific Premium Category

• When you have captured a general market,
the brand can go deep and specific
• Fogg is well placed to introduce regional
fragrances like Sandalwood for the Southern
market.
• Fogg can successfully venture our into
creating a premium portfolio for the rich and
upper class
• Can introduce international and elite
fragrances for the same, so that consumers
can start identifying Fogg as a premium brand
as well

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• These days the thing you most want to do is
build a very strong online marketing
campaign as that is the primary point of
interacting with the customer
• For example – YouTube ads that cannot be
watched later before a video, or show that a
market moving product is on the way.
Need Recognition
Information Search
• Engage people online on
Instagram/Snapchat/Fb by creating a
competition of sorts – Like tag a photo/
situation where you think Fogg could have
saved the day
• This would create a buzz about the likeability
of the product as a whole and then the best
story or picture can be provided as the best
profile or some free goodies.

Jo Dikhta Hai Woh Bikta hai

• Make the product placement at
supermarkets in the most innovative way
• Have all your ranges easily available so that
the consumer does not deviate towards a
competitor
• Post buying people could be awarded their
Fogg success stories – Example – I wore a
Fogg perfume for an interview and this
greatly my confidence about how I looked
Evaluation of Alternartives and as a result I was successful

Purchase & post purchase

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 Fragrance : The Most Important Factor

Others 7
Age-wise

Gentle on the skin 17

Price 33

Brand 36

Long lasting 41

18-24 24-40 40-60 60+

Fragrance 56
Percentage of people shifting from other brands to Fogg as
their primary deodorant in various age groups based on
0 10 20 30 40 50 60
following factors ( Primary Research : 190 respondents)

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 The Battle of Brands - Sex Doesn’t Always Sell
A new market was
Born – Perfume Spray
Kuch Log Bas Ache Lag
Jaate Hai
In a category that’s long been deluged with
men or women being objects of seduction, this
campaign focused not only on creating a feel
good factor but also on how fragrance plays a
pivotal role in getting someone liked by a total
stranger.
Kya Chal Raha Hai…. ?
FOGG smartly played on a very intense PUSH
STRATEGY. Their advertisements were relatable
to current Affairs. They played on similar lines
of “Get an Idea” campaign to gain top of the
mid recall .
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“Bina Gas Wala Deo!”
FOGG Black to the
Rescue – Party Parinda
In 2014, FOGG launched FOGG black. However
for the first time Vini Cosmetics ventured out
into the attraction segment while its prime
focus was still quantity. The tagline “Outlast
the Party” reconfirms that fact.
FOGG was born
FOGG ( Friends of Good Guys and Good Girls )
was launched as an extension to 18+ since 18+
. didn’t do too well. The focus shifted from
seduction and quantity to only quantity. The
entire campaign only focused on 800 sprays
being offered.
 Communication Channels
Television & Print Media Word of mouth publicity

Reviews and feedback on online portals

Ad Campaign – More
spray and less Gas

Catchy Taglines Social Media Online Shopping Portals

“Kitna body pe lagayga, kitna gas pe udaayga”

Entertainment value
by making fun of
deodorants

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