Trends of Indian market8 Fall gaps and Forecast:9 Sources and References9 Overview of Market: In tropical country like India, Deodorants are considered to be essential personal care product from grooming perspective, to prevent body odour and make you feel fresh. Assocham’s recent report shows that Deodorant market of India is poised at 1800 Crore and is expected to grow at 55%, of this roll on market has share of 400 crore Major companies in this segment of personal care.
There are many premium brands of Deodorant catering to urban elite but have a minimum percent of market share in India. Market Statistics: The Market share in terms of percentage for premium v/s mass deodorant is 2 and 98percent respectively which can be shown in the chart below * The growth in sales of deodorant sprays from 2006 to 2011 is shown in figure below Premium v/s Mass deodorants Source: Euromonitor 2012 Percentage Breakdown of Market Shares of Various Brands Case Study: Dove History: * This brand was established in United States in 1959, Dove was launched in India in 1995 as a brand which catered to urban women with its soap and then in 2004 on roads of brand extension entered deodorant category on the same line of 1/4th moisturising cream. It is the brand which is committed to widening the beauty because they believe that beauty comes in all ages, shapes and size and promotes the brand with ‘non-models’commercial Tagline.
This is very unique to a brand as even its media campaigning strictly focus on the mantra of making every common woman make feel special and beautiful and includes no models in its advertisement Milestones: * Unilever has highest market stake in Deodorant category in India with its brands Axe, Sure, Dove and Lux. * Dove is one of the major brands in female category and is can emerge as a market leader with its unique varients, competitive rates and exquisite fragrance and active ingredients (lemon grass, silk powder, 1/4th moisturiser, pearl actives, cucumber) Advertisemnt, Distribution and Selling.