Consumer Behavior | FMCG Category | Comparisons on DEOS
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Sector - FMCG Category - Deodorants AXE, FOGG, PARK AVENUE Particulars - Description of products, their Segmentation, Target Group, Positioning, TVC'S, 4P'S, Combined market share and survey polls, Recomendations
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Consumer Behavior | FMCG Category | Comparisons on DEOS
- 1. Sector - FMCG Category - Deodorants AXE - FOGG - PARK AVENUE -
- 2. Production of Vini Group of Companies. Tagline Bina Gas Wala Body- Spray USP - Doesnt get blown away like other deodorants, lasts longer Has a differentiated value proposition from all its competitors Unique selling proposition of having more of spray liquid Available in different variants
- 3. Segment Outdoor Oriented Fashion oriented Trendy Target Group Men 12.6% Female 10.2% Age 16- 35 years old Socio-economic Upper & Middle Class
- 4. Positioning Positioning A body spray without gas, that lasts longer. Brand has positioned itself in rational appeal. The positioning statement concentrates on this concept / USP. They have hit the market to position their brand as a completely effective solution to the problem discussed in the ad. They position it as per the problems effecting the TG (after a research of 6-7 months).
- 5. 4 Ps Product - 120ml - Attractive packaging - Meets the customers expectations - Its reliable. PLACE - Strong market & logistics network - Over the counter strategy - Online & offline availability PRICE - Singles - Rs180-200 /- Combo Packs Rs 480 - 500 /- - Pricing done considering the fact of the income of the TG & the trend running in the present market. PROMOTION - 360 degree Branding around the rational appeal. - Extensive traditional & online advertising
- 7. Axe deodorant was launched in India during 1999. Been in the market for the last 26 years and is currently the best-selling brand of Unilever. Axe is a brand of male grooming products Tagline The Axe Effect, promoted as the naughtiest brand in the Indian market. Target Group- TG Age 16 -35 years Gender Males Psychographics - Targets on Young at heart.
- 8. POSITIONING High on confidence brand Approachability The brand assumes that Men like to be seduced and positioned as a weapon of seduction. Launching new fragrances over a period of time Each fragrance has a unique character & is marked uniquely. "Adventurous Marketing Internet based marketing initiative in India with Axe Land involving a virtual trip to the Axe world using link theaxeeffect.com
- 9. 4永s
- 11. Venture of ventures of the J.K. Helene Curtis Limited. Tagline Zara Soonghke Toh Dekho USP Developed using high standardized research fragrances. Best of quality & consistency Target Group Age 28-40 years old Gender Males Lifestyles Fashion conscious but need to wear formal clothes on a daily basis. The brand also has a secondary audience in the form of older men which is primarily due to the strong heritage that this brand has. Socio economic Young Middle Class
- 12. Product - 150 ml / 93ml - Hail to Freshness Deodorant section of PARK AVENUE (PA) range. - Although new but has the potential to get to the top of mind and heart of the consumers. Place - Available at all The Raymond Shop across India. - Available at Big Bazaar (Pantaloons Retail India Limited) Price - 172.00 INR for 93ml/100g bottle Promotion - 360 degree branding with comic & sex appeal - Online branding - Extensive TV & print branding
- 13. Positioning The image attracts only affluent and thus others remain unaware that the Park Avenue deodorants are within their reach. Positioning has gone a bit weak because of unawareness of the TG about the brand/product. The promoters have made a mistake by not carrying out any PR activity & advertisement campaign. Even at retailers (BIG BAZAAR) are seen promoting their own private labels (DJ&C) for greater margins So if the organization itself is not going to promote its products through PR/advertising campaign its product would have to bear its consequences.
- 22. 0 2 4 6 8 10 12 14 16 18 20 AXE FOGG PARK OTNERS DEODARANTS RESPONDANCE
- 23. 0 5 10 15 20 25 30 35 Below 100 Rs.100 to Rs.150 Rs.150 to Rs.200 Above 200 5 31 9 10 Price Respondance
- 24. These brands should have the potential to lure more target customers Need of strong market recognition which can be built only through strong brand and product promotion. Preparation to fight against the competitors. They should enhance distribution channels Increase advertisements, and try to leverage their products fragrance which is different from the earlier series of Freshness deodorant. All this could contribute to the increase in visibility and demand of the product.
- 25. Based on the extension of Axe DOP Abhinav Prime Editing / Sound - ManoVikas
- 26. Abhishek Shah Anie Noorish Shaikh Ankur Desai Guatam Solanki Sayali Chouk