4. Market Shares of Leading Deodorant
brands in India
Fogg
17%
Wild Stone
11%
Park Avenue
8%
Axe
7%
Engage
7%
Set Wet
5%
Eva
5%
Nivea
5%
Nike
4%
Fa
3%
Spinz
3%
Dove
2%
Others
23%
Source: Euromonitor
As of 2014, Dove soaps ranked 12th in the
Indian market in terms of market share in
an INR 24 bn industry
5. Category and Brand Growth
Category Growth: Deodorant Industry
in India
(INR bn)
Brand growth: Unilever share in the
deodorant market in India
(INR bn)
8
11
15
19
24
30
2010 2011 2012 2013 2014 2015
2
2
3 3
3
2
0
1
1
2
2
3
3
4
2009 2010 2011 2012 2013 2014
Source: Euromonitor
7. 4Ps: Product
Dove Whitening Deodorant
“Big goodbye to dark underarms in 2 weeks”
Only deodorant with 1/4 moisturizing cream
Typical dove packaging in white and blue
Claims to have a whitening effect on the skin
-
Source: Flipkart
8. 4Ps: Place
In The US:
Found in grocery/ larger stores, pharmacies
Examples: Jewel, CVS, Walmart
Located in beauty section of stores
In India:
Present in tier I, II, II cities
Present with e-commerce retailers
Sold Over-the counter in small cities
-
10. 4Ps: Promotion
Quantity discounts are offered by selling the deos in packs of 2 or 3
Example, CVS store offers a discount of 2/$5
Coupons are also offered in the store’s coupon ad of the week
1. Discounts
11. Promotions (cont..)
2. Ad Campaigns
Dove had the same ad campaign running in regional languages for different countries
Dove had different themes for the ad campaigns that it ran for the product. For
example, one ad would have “ toned underarms” while the other has “whitening dark
spots” as the theme
12. Segmentation
Types of Segmentation
Demographic: Gender (women),
Age (17-50 years), Social class
(upper middle and premium class)
Psychographic: Lifestyle
Target Segment
Upper Middle and premium class
educated women (17-50 years)
Socially active, independent
Sample ad:
https://www.youtube.com/watch?v=geTpCWQSQU4
13. Competitive Landscape
Competition in the market POP and POD
Points of Parity:
- Available in different sizes
- Available in different fragrances
Points of Difference:
- Priced higher than the rest of its
competitors
- Focusses on emotional appeal: real
beauty
- Does not use a celebrity for
endorsement, but regular women