fogg story telling
TRANSCRIPT
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 1/10
Prepared ByRajesh Kumar
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 2/10
How the people react when you arearound.
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 3/10
INRODUCTION
• Consder the num!ers " a sta##ern# 986 varieties o$ deodorantsa%ala!le n the mar&et o'ered !y 500 brands( wth as many as 103recent launches.
•
Inda)s lttle penetrated !ut o%ercrowded deo mar&et s #rown# at around+, percent annually. Between -/ and -+0( the mar&et s1e o$deodorants jumped $rom Rs 2 crore to Rs -(3 crore.
• 45perts ha%e !een !ullsh on ths se#ment and ha%e predcted the e5stn#growth rate o$ a lttle o%er 20 per cent s l&ely to contnue $or at leastthree to $our years
• Deodorant comes under personal care cate#ory( !ut unl&e the norm npersonal care whch s #enerally domnated !y women6 deodorantmarket is dominated by Men
• 7round 69 percent o$ the mar&et s controlled !y Men!s deodorantproducts( and 31 percent o$ the mar&et s accounted $or !y women"sdeodorants.
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 4/10
87T49T TR4ND
• Ur!an consumers who are well"aware o$ the use o$ deodorantsha%e started loo&n# $or secondary !ene:ts $rom ther deodorants(such as ant"persprant( underarm s&n whtenn# and alcohol"$ree.
• HU8 enjoys :rst place n ths cate#ory wth +-.+; o$ %olume
share( $ollowed !y Par& 7%enue at <.-;( $rom =anuary to march-+2. Both 4n#a#e and >ld 9tone are num!er three !rands wth%olume share at ,.2;
• >hle 75e has !een the mar&et leader n ths cate#ory $or %ery
lon#.
• Now( small town !rands l&e 8adyDana( ?enClu!( 7ra 9ensualha%e also joned the race.
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 5/10
@7P 7N78A9I9
• 7nt"persprant
• Underarm s&n whtenn#
•
7lcohol"$ree• -0 hours protecton
• 7nt " Bacteral
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 6/10
+
0+
0+
Deo $or >omenDo%e( 9antoor(9pn1aE
Deo $or ?en9etwet( 4n#a#e(7F4(>ld 9tone( Par&7%enueE
Deo $or ?en G>omen
4n#a#e( 8ayor)s( Aardley( 7ddasE
Deo $or ?en G>omen
4n#a#e(
8ayer)r N%ea(
Aardley( 9ure(
7ddasE
#1$
DeoforWome
n(Dove,Santo
or,Spinz)18%
Deo $or ?en
75e( He( 9et >et(
Cnthol( Old 9pce(
>ld 9tone( Par&
7%enueE
#1$
@4ND4R
C8799IIC7TION
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 7/10
C8799IIC7TION CO?P7NA
3
-
+ + + + + + + + + + + +
%umber o& deodorants in market
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 8/10
Ta#
8ne
U9P
Company
JINI CO9?4TICJ94CTOR " ?C@
BIN7 @79 >787BODA 9PR7A
DO49NT @4TB8O>N 7>7A 8IK4OTH4R D4O
PRIC4Rs + $or+-ml
o## wth a clear messa#e o$ L sprays n one !ottle( #ra!!ed theattenton o$ the consumers( who saw the $unctonal !ene:t as a unMue
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 9/10
PRODUCT CO?P7RI9ION?7TRIF
2#hrs odorprotection
'nti(perspirant
'nti(bacterial
%o markson clothes
)onglasting
o## o## o## Do%e o##
4n#a#e Do%e N%ea N%ea 9et >et
7ddas He
Old 9pce
Our new entrants ha%e all the Mualtes and $eatures n whchcustomers loo& n the deodorant space.
8/17/2019 Fogg Story Telling
http://slidepdf.com/reader/full/fogg-story-telling 10/10
TH7NK AOU