Organization Name: TIP TOP

Category: DEODORANTS
 Data Required, Future & Out
Problem Statement, Data & Assumption Deodorant Market Entry Statement Launch Strategy for Product Type Distribution & Market Strategy
of Box
Problem Statement:
Given Data
1. Should Tip Top enter the Deodorants market Deodorants as a Category has
2. Whether look at a specific market segment or look seen 3 Years of 18% YoY Growth
URBAN
at the overall market Total Size aaa 370 Mn $
3. Launch strategy in terms of 90% Vol
• Product Type DEODORANTS
• Distribution
• Marketing Strategy
MALE FEMALE
DEODORANTS
69% Vol 31% Vol
TIP TOP Market Presence (Key Players)
FRAGRANCE CATEGORY
Faster growth
Soaps
aaaa 21%
RURAL
Shampoos
10 % Vol Faster than
Moisturizing Creams Stagnation urban Growth at
(8+ Quarters) 29% PERFUMES BODY SPRAY
Fairness Products
Talcum Powder

500 Deodorant Brands

Market share Volume Value
Engage 8.10% 6.60% Assumptions:
1. The size of deodorant market is revenue generated in last financial year.
Fogg 12.50% 17.80%
2. 18% growth has been on the current SIze for the deodorant category
Axe 6.90% 6.50% 3. Iabc
Wildstone 6.90% 6.70% 4. Ljac
Other 65.60% 62.40% 1000 Sub-Brands 5. Loabdc
6. Population Ratio of India
7. Ljadc
8. Ljbasc
9. ljabsc
 Data Required, Future & Out
Problem Statement, Data & Assumption Deodorant Market Entry Statement Launch Strategy for Product Type Distribution & Market Strategy
of Box
Brand Awareness
Soaps Indian Population Demographics
Brand Architecture Rural Growth
Shampoos Advantage
Brand Equity Faster than
Moisturising Creams of TIP TOP Urban- 30 %
Brand Experience urban at 29%
Fairness Products Rural - 70%
Brand Identity
Talcum Powder
TIP TOP Personal Care Brand Image
Product Range According to 2011
Census
Future Market Value Proposition (Million $) Female:Male =
hello
• Highly Untapped
800 717.35 944:1000 Market
Stagnation 700 607.92 Faster Growth for • Huge Level of
600 515.19
(8+ Quarters) Female Category Potential
500 436.60
Consumers seek 370 at 21 % • Growth is faster
400
other forms of 300
Personal Care- 200
• Lifestyle 100
• Psychological 0
2018-19 2019-20 2020-21 2021-22 2022-23
Scope for
International
1. High Future Expansion
Perspective
2. Phenomenal
Growth
Market Share (Volume) 8.1 Opportunity
12.5
1. Highly Fragmented Market
6.9 2. Highly Fringe market Tip Top ENTERS the Deodorants
65.6 3. Nascent Market category market with New Product
6.9 4. Absence of Distinct
Leadership
5. Currently No Brand
Preference
Engage Fogg Axe Wildstone Other 6. Others= Small/Local Players
 Data Required, Future & Out
Problem Statement, Data & Assumption Deodorant Market Entry Statement Launch Strategy for Product Type Distribution & Market Strategy
of Box

Value-Pocket
Market Category Focussed Pack
Share(%) Growth(%) Growth(%) 2018-19 2019-20 2020-21 2021-22 2022-23
Male 69 16.65 116045455 135367023 157905632 184196920 214865707
DEODRANTS 18 Single Pack
Female 31 21 52136364 63085000 76332850 92362749 111758926
Total Vol. 168181818 198452023 234238482 276559668 326624633 Super Value
• Risk Diversification Pack
• Female- Early Presence
• Male+Female- Promising Future
• Entering Female will provide Exclusivity

Strength Weakness Good

Competition Product Positioning Convincing
Established FMCG Industry Quality
No Experience in Story Line
Product
Key player in Personal Care Deodorant Market
Established market in Little scope of
differentiation BRAND
North and East

Brand Recall

• Brand Extension
Opportunity • Brand Visibility in
Highly Fragmented Market Threat Personal Care
High Product Margin Competitors • Quick Entry
No Brand Loyalty Health Awareness • Economies of Scale
• Enter with Basic
Scope of taking Product Seasonal Market
Variant
International • Brand Presence
• Brand Recall Ability
 Data Required, Future & Out
Problem Statement, Data & Assumption Deodorant Market Entry Statement Launch Strategy for Product Type Distribution & Market Strategy
of Box

Current Competition presence Observations

• Fogg has strong Distribution presence in North • Value proposition
• Engage has strong Distribution presence in East • Romance/Attraction/Chemistry is the most used theme
• Male in the Centre Stage for the advertisements for almost all the Brands

Company Company Target: In India 65% population <35 Current Target Groups: Demography being
years of age Age Group
• 16-36 years has highest • 21-25 These Targets have high
Retail Retail Stockiest concentration of Customers • 25-31 presence on Digital Platforms
Stockiest Rural
Urban Promotion Platforms:
• Promoter at Modern Trade Stores and Beauty Advisors
Wholesaler Distributor (Shoppers Stop/ Lifestyle/Central Outlets)
Exclusive
• Digital Media Campaigns
Distributor Cash & Carry Competitive Higher Value
• Content Marketing
• Paid Promotion on Social Networking Websites/Apps Pricing for Money
• Influencer Marketing on Social Networking Websites/Apps
Packaging Wise Distribution • Social Issue related advertisements which make an impact
• Value Pocket Pack:- Pan+ shops, Small Grocer/ Retailer Stores, Tuck Shops, Pack of 2/4 online • Sponsoring youth Centric Events/ Live Demonstration
• Single Pack:- General Stores, Chemists, Cosmetics, Grocery Shops, Online
Product Mix that caters to Male and Female Women
• Super Value Pack:- Modern Trade Stores, Big General Stores, Online Emotional
Product Positioning: Value for Money + Sense of Centric Connect
Freshness
Selective Distribution Targeting: Male & Female Separately
Enter market with selective Distribution Channels so that we do not have a high level of liability in Advertise to include female as the centre stage
the market towards launching of our new product Differentiate Buy
• Enter a Selective Distribution Channel in North and East metro cities (Delhi & Kolkata)
• As and when there is and uptake in the sales of the product Strategic Partnership
• Flood other channels with your product • Salon Chains
• Hotel Industry Get
Numeric Distribution Use
Compensated
• Numeric Distribution used for Benchmarking the product POS in Different Zones SOCIAL MARKETING
• Tapping the Volume and Sales through them We are doing Our Bit…Are You??
If not Lets Start today with your most favourite
Return
Deodorant Brand
 Data Required, Future &
Problem Statement, Data & Assumption Deodorant Market Entry Statement Launch Strategy for Product Type Distribution & Market Strategy
Out of Box

Data Required: Future Roadmap

1. Require the data of the current products positioning in the market • Variants which cater to health and
2. Would require the financial health of the organisation fitness segment
3. Percentage sale of deodorants through different Distribution Channels • Introduction of multi functional
4. As sale of Male Deodorant is more than that of women so here we infer are men using more in quantity OR also buying for their deodorants
female counterparts OR women also like using the male deodorant, so, What percentage of women use Male deodorants? • Anti Per spirant Aerosol Spray/ Stick
5. How much of my products do sell in urban and rural areas in all zones. • Product Development to a naturally
6. The average price for a bottle of deo from competition which are currently present in the market. sourced product
7. The preference of women for deos and what percentage are shifting from other categories. • Hair Styling
8. In Order to Gain Market and Revenue share from this category at a rapid pace the Organisation will have to do Acquisitions of other • Shower Gel
brands or sub brands which synergise with the current opportunities of this organisation. So data related to what the competition in
others is.
9. In order to provide and look for a Reverse Logistics Solution the data for packaging material costing, transportation cost and
warehousing availability and pricing.

Reverse logistics for Packaging Material • Image Building

• Positive Publicity
Industry • Emotional Connect
• No preference of customer
• Price the only factor
Hence Commoditised & Fragmented Market- Recycling Distributor
Supports Merger and Acquisitions
In order for one of the organisations to Socially Responsible
become a key player and gain excessive Reverse Logistics
Organisation
market and revenue share through various
Collection &
brands and sub-brands. Retail
Selection
End Waste Management
User