CASE-STUDY

INDIAN DEODORANT INDUSTRY

CONTENTS:CONTENTS:

1. VARIOUS BRANDS AVAILABLE IN INDIAN MARKET1. VARIOUS BRANDS AVAILABLE IN INDIAN MARKET

2. ABOUT REXONA DEODORANT2. ABOUT REXONA DEODORANT

(A) OVERVIEW(A) OVERVIEW

(B) ABOUT REXONA(B) ABOUT REXONA

(C) PRODUCT / PRICE OF REXONA DEODORANTS(C) PRODUCT / PRICE OF REXONA DEODORANTS

(E) ADVERTISEMENT STRATEGY(E) ADVERTISEMENT STRATEGY

3.3. FOCUS ON REXONA ADVERTISEMENTFOCUS ON REXONA ADVERTISEMENT

4. Questions4. Questions

PARK AVENUE

LOMANI

CIGAR

REXONA OVERVIEWREXONA OVERVIEW Rexona Deodorant owned by HLL launched first deodorant in Indian market in December 1995 having tested a half year in Tamil Nadu from April 1995.

As India is high-perspiration country and one where body odour sensibilities have been sharp.

Rexona offers a range of highly effective antiperspirant deodorants for women and recently launched a product for men named as Ionic & Ice Cool.

ABOUT REXONA DEODORANTABOUT REXONA DEODORANT

• Rexona is the largest selling Deodorant in India. In April 1997, Rexona has launched Aerosol Cans at priced at Rs.65 for 75 ML and Rs. 95 for 150 ML.

• It has launched deodorant pricing between Rs. 35/- for 40 ML and 20 Grams for just Rs. 21/-

• Also it has launched a 5 Gram stick of Rexona Deodorant for just Rs. 5/- “It accounts for 40% sale of Rexona Deodorant”

Under the brand name Rexona, there are many range of products It has been the market leader since then having a 57 + % share in deodorant industry in year’2000.

It is the only deodorant in the Indian market that promises 24 hour protection from Body Odour.

Rexona Deodorant has ingredients that not only fights body odour but also restrict the growth of bacteria causing body odour in an effective manner.

HLL has recently launched a talcum power named as Elle- 18 talc, aimed at up market collegians

PRODUCT / PRICE OF REXONA DEODORANTS

THERE ARE MANY VARIANTS IN REXONA DEODORANT

DEO FLAVOUR SIZE/ML MARKET PRICE

Ionic (Men) 70 ML / 150 ML Rs. 75 / Rs. 125

Ice Cool (Men) 70 ML / 150 ML Rs. 75 / Rs. 125

Fresh Green (Women) 70 ML / 150 ML Rs. 75 / Rs. 125

Cool Blue (Women) 70 ml/ 150 ML Rs.75/ Rs. 125

MARKET STUDYMARKET STUDY

DONE MARKET STUDY OF NOIDA- SECTOR:40 MARKET & DELHI-ROHINI MARKET, OUR FINDINGS:

• AVERAGE SALES OF REXONA DEO’S PER MONTH : 78 UNITS.

• MAJOR BUYERS OF REXONA DEODORANT ARE GIRLS(60%) AND BOYS(40%)

• MAJOR COMPETITORS WITH REXONA DEODORANT ARE AXE, Fa, DOVE.

ADVERTISEMENT STRATEGYADVERTISEMENT STRATEGY

GOOD CLEAN AD ON FAMILY SETTINGS

““Talcum ka aasar, chund ghanto Talcum ka aasar, chund ghanto mein gayab, mein gayab, REXONA REXONA ghanto ghanto

tak suraksha detak suraksha deThere's a recent Ad shows cool dude – A college going There's a recent Ad shows cool dude – A college going guy, who looks good but not using Rexona Deodorant, guy, who looks good but not using Rexona Deodorant,

smells like a BAKRI smells like a BAKRI

(Quite humorous but convey message)(Quite humorous but convey message)

ADVERTISEMENT OF REXONA DEODORANTADVERTISEMENT OF REXONA DEODORANT

(AS ON TV)(AS ON TV)

BRAND CHANNELTIME

REXONA 7PM - 9PM AXN

REXONA 7:30 AM – 8:30AM STAR WORLD

The shot of a prison cell steeped in darkness. A guard hands over a deodorant package to the convict inside.

REXONA DEODORANT AD

The woman unwraps the package to reveal a Rexona deodorant. MVO: "New Rexona International deodorant."

The lady rushes to the washroom, gets ready and discards her soiled clothes. The prisoner feels refreshed from her shower.

"Perspiration causes......body odour. Rexona controls body "Perspiration causes......body odour. Rexona controls body odour 24 hours."odour 24 hours."

...contrives a way to give the guards the slip. The cops snap into action and trace her...

...with the help of their blood hounds. But the trained dogs are unable to identify her...

...and the guards admit defeat. As the woman smiles to herself...

Finally, the ad implies, "New Rexona deodorant. Won't let you down."

QuestionsQuestions

1. What type of need HLL understood according the Case in discussion.

2. Do You feel that HLL was able to create the need of the market and catered well?

3. What were the challenges HLL faced to create the brand image in the customers mind?

4. What are the potential threats HLL may face in the present market?

5. In the Deodorant market what is the USP of a particular product.