Study Of Deodrants in Lucknow

in cosmetic and medical channel.

ITC LTD.

Project Guide(s): Mr. Anurag Saxena (Industry) Mr. Pravin Agarwal (Academic)
Amity Business School, Amity University, Lucknow Campus

Objectives
To find out Industry overview Deodorant Brands and top industry players (Organised players / Imported brands) Key Brands & variants, no. of popular SKUs of the brand Male & Female Brands Channel Split Average stock holding Seasonality To find out Competition Practices Distribution & supply chain Servicing and Segmentation Strategy Importance of SWD channel / strategy to utilise SO In store Marketing Display , payment mode, merchandising Loyalty Programs. Consumer Contact Programs/Activation Amity Business School,
Amity University, Lucknow Campus

Objectives
Pricing & Trade Margin Price at which the retailer buys the product (PTR) Price at which the retailer sells the brand MRP and Effective consumer price. Trade Schemes (Current & Past) Retail Margin absolute and % Credit Get an understanding on credit by channels. Eg retail, wholesale, rural wholesale, stockists.

Consumer offers Price Offs (Eg: Rs 25 off) Volume based (Eg: 25ml Extra) Free Goods ( Eg: Free 50ml perfume spray ) Cross Promotion (Eg: Talc + Deo combo offer) Special SKUs (1+1) or new launch offers asDeo + perfume free

Amity Business School, Amity University, Lucknow Campus

Usage of the above findings to facilitate launch of ITC deodorants with special focus on :
Comparative study of comp & ITC on above parameters Understanding ITC HH Deo Survey, sample validation of outlets SOH Launch strategy in key , top industry outlets, FC & CLO Launch plan by outlets, display& merchandising implementation plan Leveraging RA / BA outlets for the new category Focus on Cosmetic cluster DS incentivisation, tracking launch & display input implementation Tracking sell out in selected channel& outlets

Amity Business School, Amity University, Lucknow Campus

Research Methodology
Primary Research
Through market surveys Personal interaction Outlet selection through physical verification supported by photographs.

Secondary Research
Internet News articles Economic and demographic data Product specifications

Analysis
Market trends Market share/ Leadership Issues/ Challenges Competitive landscape Market sizing/ Forecasting

Amity Business School, Amity University, Lucknow Campus

Findings

Competitions in the market. Trade Schemes. Consumer offers. Margins offered.

Visibility .
Average stock holding.

Amity Business School, Amity University, Lucknow Campus

ITC Engage
Product
Amity Business School, Amity University, Lucknow Campus

Deodrants

SPELL MATE

BLUSH RUSH

TEASE URGE
Amity Business School, Amity University, Lucknow Campus

The Launch
17-06-2013
Amity Business School, Amity University, Lucknow Campus

The Launch
Amity Business School, Amity University, Lucknow Campus

Display

Amity Business School, Amity University, Lucknow Campus

Display

Amity Business School, Amity University, Lucknow Campus

Limitations
New product

Less awareness
Perception that the product is expensive as

compared to others.

Small testers which are provided by other

deodorants are required.

Trade schemes.

Amity Business School, Amity University, Lucknow Campus

Recommendations

Initial focus should be to roll out the deodrants in the market. The more people will use it the more will be the demand. Trade schemes to be more lucrative Low budget events should be done frequently. Like road shows, paintings on houses, etc. Free Deodorant distribution in places like multiplexes and clubs Media engagement should be the main aim.`

Amity Business School, Amity University, Lucknow Campus

Conclusions

Jo Dikhta hai Vo Bikta Hai concept works in the market.

Deodrant market still in its initial stage. Good scope for growth.
Trade discounts play a good role in the market.

Amity Business School, Amity University, Lucknow Campus

Aditi Chopra
MBA (G)

A7001912054
Amity Business School, Amity University, Lucknow Campus