Deodorant Industry Analysis ITC Engage

8/10/2019 Deodorant Industry Analysis ITC Engage

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Analysis of ITC Engage

2014

Submitted by

Animesh Kishan Singh B14065

Ankur Gupta B14067

Bhavya Vats B14074

Jamesh Bharadwaj B14077

Meherteja Reddy Kallem B14091

Prasad N S B14099

XLRI Jamshedpur

Marketing Management


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Contents

1. Introduction:............................................................................................................................................................. 2

2. Industry Analysis:..................................................................................................................................................... 2

3. Revenue Model:....................................................................................................................................................... 3

4. Environment Analysis:.............................................................................................................................................. 4

5. Marketing Mix of Engage:........................................................................................................................................ 4

6. Competitor Analysis:................................................................................................................................................ 8

6.1. Fogg................................................................................................................................................................... 8

6.2. Axe.................................................................................................................................................................... 9

6.3. Wildstone........................................................................................................................................................ 10

7. Perceptual Map...................................................................................................................................................... 11

8. References.............................................................................................................................................................. 14


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1 Introduction:

The Indian deodorant market is worth Rs 2300 crores as of 2013-14 and is expected to grow to Rs 3000 crore

by 2017. The following graph gives us a glimpse about the growth story of deodorant market in India.

The deodorant market is growing at 17-18% year-

over-year for the past three years. While male

deodorants contribute 69% to total sales,

women's categories are driving the market with

faster growth. Deodorant is the largest category

in the male grooming space. The number of sub-

brands and variants is 986 as of April 2014, with

more than 100 new launches or re- launches over

the past year, Nielsen's reports show. Urban

market contributes 90% of the sales.

2 Industry Analysis:

The objective of Industry analysis is to gauge the strengths and weaknesses of potential competitors so that

the firm can contend competitively in various markets. It also helps to identify opportunities for and threats

to the firm from the industrial environment. While formulating a firms strategy, managers have to consider

the strategies of the firms competitors. Industry analysis is the driver of an organizations strategy and

affects how firms act or react to changes in their sectors. The company does industry analysis to measure

and assess its standing amongst the competitors. The objectives of industry analysis can be grouped under

the following broad headings:

1. Competitors- Industry analysis starts with identifying present as well as potential competitors. It

signifies an essential appendage to conduct an industry analysis, which gives information about

probable sources of competition. Potential competitors for ITCs Engage Deoare Vini Cosmetics'

Fogg, Hindustan Unilever's Axe, McNROE Consumer Products' Wildstone & J.K. Helene Curtis

Limiteds Park Avenue.

2. Evaluating Competitors This includes evaluating the marketing strategies, revenues, products,

market penetration of the competing firms. As per market tracker Nielsen India, 12.5% volume share

is held by market leader Vini Cosmetics' Fogg and 6.9% share each held by Hindustan Unilever's Axe

and McNROE Consumer Products' Wildstone. ITC's Engage deo stands in the second position with

8.1% volume share across Indian urban markets - which accounts for 90% of the overall deodorant

market in India.By value, Fogg is has market share at 17.8%,

followed by three brands closely sharing the next

slots- Wildstone at second place with 6.7%, Engage

at third with 6.6% and Axe at 6.5%, as per Nielsen

data.

3. Customer vs Competitor OrientationAmong all

the brands, FOGG has emerged as the leader in the

Indian deodorant market. The positioning

statement of FOGG focuses on the concept that itsbody spray contains only perfumed liquid and no

Fogg

17.8

Axe

6.5

Wildstone

6.7

Engage

6.6

others

62.4

Market Share by Value

0

500

1000

1500

2000

2500

3000

3500

2010 2011 2012 2013 2017

Revenue


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gas in it and the company is guaranteeing 800 sprays for a bottle containing 100 gm of container. AXE

also has a substantial share in the market because of the brand equity and brand loyalty that it has

built and is leveraging the same. AXE has a wide acceptance among the youth which forms the major

chunk of perfume & deodorant users.

On the other hand, ITCs Engage has positioned itself uniquely in the market. While most brands

portray deodorant as a male phenomenon, Engage has focused on engagement and playful chemistry

between two partners who are equals, thereby lending credence to its positioning as a deodorant forcouples. ITC has also scaled up its variants from 6 to 14 in less than a year.

Porters Five forces:

Threat of New Entrants:Emami has entered the already overcrowded personal care space with the launch

of its men's deodorant brand, 'HE'. It has roped in Hrithik Roshan as brand ambassador. HE deo wants to

position different from the usual deo positioning of seduction which is a key differentiator. The ad tries to

convey the message of the HE deo user as a self assured confident and more importantly interesting

personality. The target group is the youth. The pricing and positioning is not starkly different from others.The brand comes in Citrus, Oriental, Marine, Fougere, Woody and Musk fragrances and has managed to

create a difference in its packaging which will help it boost trial at retailer end.

Bargaining power of buyers: Supermarkets and hypermarkets are the main buyers in the global deodorants

market and often occupy a strong position in the supply chain, which allows them to negotiate favorable

contracts with manufacturers, thereby enhancing buyer power. A lack of differentiation between products

increases buyer power even further.

Bargaining power of suppliers:The deodorant industry has a low bargaining power of suppliers. This is dueto the high number of market players and large supply of diverse products to the market. There are many

cosmetic products which are developed by both large and small scale manufacturers. Due to the huge supply,

consumers have the power to influence the market prices as opposed to the suppliers.

Substitutes:

Deodorant soaps: Provides body cleanliness alongwith the goodness of a deodorant

Perfumes: Used primarily to provide sweet fragrance

Body lotion: Body lotion with considerable alcohol content acts as an antiperspirant

Competition in Industry:Rivalry in the deodorants market is increased by the presence of large consumer

product manufacturers and lack of differentiation within the market.

3 Revenue Model:

Deodorants is a low involvement consumer good. There is not much brand loyalty in the market and there

are numerous brands who share the market. In a market with intense competition like this, it is very

important to make sure that your product is available at as many places as possible. The revenue models

used in Deodorants market is based on these factors.

There are majorly three channels through which FMCG sales are conducted, namely:


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Modern Retailers, General Retailers and online.

Online retail is not yet significant enough for FMCG products like deodorants even though most of the brands

are now available at major e-commerce sites. Modern retailers account for around 8% of total market in

FMCG, while we couldnt find any data specific to deodorant market, it should be a little higher but not much

higher for the deodorants as the customer base is mostly urban youth which is more internet savvy then

other segments.

Most of the revenue is generated through general retailers. With ITCs extensive distribution network, it

helps them to take advantage through this channel due to high trust between company and traders.

4 Environment Analysis:

Political: Advertisements of deodorants are regularly subjected to criticism from the government. Many a time

in the past, the government of India has cracked the whip on deodorant advertisements because of being,

apparently, too suggestive and the content and theme were found "indecent, vulgar and repulsive" by the I&B

ministry.

Economic: The state of the economy plays a major role in any industry. Consumer spending dwindles as growth

slows.

Social: Rapid increase in the middle class population, change in lifestyle, increase in purchasing power and

urbanization- all these factors lead to more focus on hygiene and hence the usage of deodorants increases.

Technological: The research and development cost of deodorants is not very high which provides ease of entry

to new players. Currently there are almost 200 deodorant brands operating in India.

Environmental: One of the key components in deodorants is aluminium, and many a research paper has

suggested that it causes both breast cancer and Alzheimer's disease. Recent studies have raised concerns that

the antibacterial chemical triclosan may affect human hormone regulation and be contributing to antibiotic

resistance. When triclosan washes off our bodies and down the drain, some of it ends up in surface water.

There's evidence to suggest that, at current levels, it may be toxic to some aquatic organisms or have impactson their endocrine systems. Also reports suggests that these products are likely to have the highest amount

of volatile organic compounds, which contribute to the formation of ground-level ozone, a key component in

smog.

Legal: Many a time I&B Ministry has taken action against obscene deodorant commercials.

5 Marketing Mix of Engage:

Engage

Engage Deo was launched by ITC

in 2013. In just over a year, it isalready number two in the

deodorant market. Deodorant

industry was crowded with

similar products with similar

advertising (man attracts

women). Fogg changed the

market by focussing on its

effectiveness and performance.

Engage also tried to differentiate

itself by being a product for both


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men and women. While deodorant market is mostly dominated by male customers (69%), Engage tried to

cater to the needs of other 31 % too. They also try to focus on urban youth.

Marketing strategy of Engage deo is as following:

4P Analysis

Product

Continuing their theme of a deo for couples, they have variants in pair. Engage was launched with three

pair of deodorants, namely:

Rush (Male) & Blush (Female)

Mate (male) and Spell (Female)

Urge (male) and Tease (Female)

Now they have 7 pairs of offering, namely (other than earlier three):

Frost (M) and Drizzle (F)

Jump (M) and Trail (F)

Intensity (M) and OWhiff (F)

Fuzz (M) and Tempt (F)

Also, they try to differentiate with their packaging. Deodorant is a highly competitive market with numerous

brands competing for shelf space. In this, a differentiated packaging helps in catching the eye of the

customer. Packaging is made to appeal to the target group that is youth.

Packaging is mostly in peculiarly shaped cans and uses silhouettesas its key design component.

The brand proposition Playful Chemistry, is well complemented with this innovative and fashionable

packaging design which helps in making some eye catching billboard advertising as well.

Engagefor men has a bold, modern look and has been designed in classical

black with a tinge of effervescent colours. Black represent masculinity and

bottle being mostly black helps in distinguishing the specific product as the

male one

The range for women are in bright hues of Pink, Blue, Yellow and Green

on a can shape designed with contemporary feminine patterns. Bright

colours are generally more attractive to women and this kind of packaging

distinguishes the male and female products properly thus making it easy

for customers to pick the product.

Also, colour codes show which specific variant it is from Engage and having

a colour code will ease purchase for customers.

Price

Price of different brands of Deodorants is as follows:


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Deodorant Price

Denim 250

Nike 200

Adidas 200

Denver 199

Park Avenue 185

Yardley 180Wild Stone 180

Garnier 175

Engage 175

Fogg 185

Denver 170

Axe 165

From this table we can see that the Engage deo is priced toward the lower side of the market. It is focussedon urban youth and tried to provide service at a price well within their means.

Perceived value of the deo is almost the same as for other products in the same price range. This can also be

seen by the fact that the market share of engage deo is increasing which can only be because the customer

is finding value more than the price being charged.

Place

ITC has a very extensive distribution network reaching out to far corners of India.

Also, its available now on major online retailers like flipkart, snapdeal etc.

ITC can do Direct servicing of 1,00,000 markets & 2 million retail outlets.

ITC has been doing many innovations in the field of distribution management, one of the recent example of

that would be the e-choupal initiative which links farmers directly to the company in a mutually beneficial

relationship.

Its also gearing up to roll out their products through paanwallahs . ITCs distribution for cigarettes over the

years meant that there is a high amount of trust between the company and paanwallahs. ITC is planning to

use them to distribute their product, thus shaking up its distribution.

This advantage in channels have meant that Engage have been available at every place in India. Especially

the target group of urban youth is easily covered.

Brand name of ITC means that they tend to get better shelf space then other brands in different retail outlets.

This reach has certainly been one of the major factors of them being able to leapfrog brands such as Axe,

Wild Stone etc. to number two position in deodorants market.

Promotion

Engage is being positioned as India's first 'couple deodorant'. In addition to being sold as separate pieces, it

is also being sold in couple combo packs which offers some monetary benefit over purchasing separately.

This is to enhance the positioning as a brand for couples.


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Ad is based on the Chemistry between the couples.

Its tag line is Lovehas an all new language.

While Axe and a few other deo were focussed on ads which showed men being desirable after using their

product, and while Fogg showed itself to be a brand which gives high value, Engage was trying to position

itself as something which celebrates young love. Its attractive packaging design is meant to attract this

urban youth population.

It shows deodorant as a product which is used by both men and women. While, the market is actually male

dominated with 69% of volumes being consumed by male consumers.

With such high competition and so many brands competing, a differentiated product is very important.

A unique positioning coupled with ITCs extensive distribution network has led to the success of Engage.

One of the promotion technique which used the

packaging design was executed in Mumbai and

Bangalore. The strategy was to promote the brand

among youth while also bringing alive special couple

moments engaging in a new language of love. This is

what the positioning of Engage is all about. In rainyseason ITC created umbrellas with the silhouette of a

couple. These were then handed out to couples

seated in parks, gardens, college campuses and

popular streets. They created branding around

benches in these areas with placed standees. Large

units were created in the shape of the deodorants as they are sold and placed at famous destinations like

the romance rocks at Bandstand, Carter Road and Marine Drive.This campaign helped define Engage as a

brand for young couples.


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6 Competitor Analysis:

6 1 Fogg

CompanyVini Cosmetics

Segment:

Outdoor oriented, Fashion oriental, trendy

TARGETING:

Concentrate on customers seeking products which give value in excess of its price or for sophisticated

customer.

It focusses on youth (15-30) in Urban and Semi-urban areas, who are value oriented and will be attracted

by the longevity and quality offered by Fogg

Occupation: Students, bachelors, young professionals

Income: middle income group

POSITIONING:

The company started an aggressive TV campaign with

a high number of ads being broadcasted at prime

time and high viewer segments such as cricket

matches.

The brand tried to differentiate itself from other

products which were only focussing on advertising

which shows the same concept of boy attracting girl.

They have positioned the brand based on a very

logical appeal where they focus on the positive

qualities of the product and how much better its

performance is in comparison to other products

which they say only consist of gas while FOGG is

without gas and full of product.

The positioning statement of FOGG body spray focusses on the fact that it contains only perfumed liquid and

no gas in it unlike other products and the company is guaranteeing 800 sprays for a bottle containing 100

gm of container. This have created a differentiation for FOGG in terms of quality of product.

The tagline is- "Bina Gas wala body Spray"- in English it means -"A body Spray without gas"

Product:

The USP of the product is that it is perfume based deodorant unlike its competitors which are gas based. It

promises long lasting fragrance and 800 sprays per bottle of Fogg deodorant. It comes in various fragrances

targeted for men and women, and in various fragrances like Marco, Napolean, Royale, emperor, Fresh,

Black, Majestic, etc.

Price:


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Fogg is priced at Rs. 179 per 150 ml bottle, and its Black range of deodorants as priced at Rs.199 per 150 ml

SKU. With promise of no gas and only perfume, and 800 sprays pr bottle it is priced as a value for money

product.

Place:

Vini Cosmetics, the parent company which manufactures and markets Fogg range of deodorants has a wide

and deep distribution network in India. It is available in modern trade as well as rtail trade stores all over

urban and rural India.Promotion:

Fogg has positioned the brand based on a very rational appeal where they have shown a customer who is

using a normal brand and gets fed up with it because the body spray consists of only gas, and only gas comes

out instead of the perfumed liquid. Then a comparison is shown between a normal body spray and the FOGG

body spray where the normal body spray fills glass less than half with liquid where as the rest evaporates as

gas, where as the FOGG body spray fills the glass more than half with almost none of the liquid getting lost

due to gas.

The tagline is- "Bina Gas wala body Spray"- Which in english means -"A body Spray without gas"

6 2 Axe

TARGETING:

Concentrate on single-segment (male 15-30) in Urban and semi urban areas, who are lifestyle oriented, trendy,

cosmopolitan with regular and high usage of deoderant,



POSITIONING

The company extensively uses the TV ads and conducting many Campaigns. Besides TV commercials the brand also

uses internet media and sponsoring some events.

The biggest strength of this brand is the underlying message that the brand users are high on confidence and always

go for the Axe. It also ensures that consumers are mostly engaged with new Fragrances. In 2014, Axe had a profile

lunch of its new fragrance "Axe Peace".


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The male models used in Axe advertisements are regular guys, unlike those of its competitors, who use models with

perfectly chiselled bodies. This conveys the message that Axe is for everyone, and your confidence and Axe Effect can

cast a spell on girls.

4Ps

PRODUCT:

Variety of AXE DEO's: Axe offers a wide range of fragrances in their deodorants. Some variants of AXE are : peace,

harmony, anarchy, apollo, excite, dark temptation etc. Axe comes up with new fragrances and range of deodorants

every 4 months to keep the freshness of brand alive.

Quality: All the variants of AXE deos are dermatologically tested and do not have any kind of side effects on the skin,

it offers good fragrance which has long lasting effect.

Packaging: The bottle of Axe deodorant looks more sturdy and its twisting on top which is better than older design.

Unique bottle helps in brand differentiation and better recall.

PRICE

AXE deodorant is priced to offer its customers good value for money. The price of all variants of axe is same. They just

have different fragrances and flavours. Rs. 150 for 150 ml of deodorant.

PLACE

Placing and availability of product plays significant role in determining the sales of product. Axe relies on location and

distribution channels. There is high availability of Axe deos in all stores such as modern retail, traditional mom and

pop stores, drug stores of all sizes.

PROMOTION

Advertising:Primary tool used by AXE is TV commercials, print ads and billboards which increase brand awareness.

Interactive Marketing:Engage customers and directly or indirectly raise awareness through social media and online

campaigns like theaxeeffect.com. Various campaigns "Call me", "AXEfeather", "AXELand" for an increased customer

engagements.

Central Theme of Campaigns: Seduction where Girl makes the first move. Brand assumed that Men like to be seduced.

Tagline:THE AXE EFFECT

6 3 Wildstone

The idea, is to create occasion specific offerings, such as mild fragrances for office-goers; stronger ones for party-goers

and so on.

Under consideration

Wild Stone is also mulling an entry into gas-less deo varieties.

TARGETING:

Concentrate on single-segment (male 15-30) in Urban and semi urban areas, who are lifestyle oriented, trendy,

cosmopolitan with regular and high usage of deodorant.


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Same as AXE, but high regional concentration of sales in its home turf East India, with rising sales and market share in

southern and western markets.

POSITIONING

Product was positioned as a sexy or naughty product for young males which transformed an uninspiring average

Joe into the jealousy-inducing Chick magnet.

While sexy was the buzzword in the segment, the communication was not personalized to the Indian clientele.Axe

and Set Wet propagated their message through foreign models in foreign locations. While they did capture attention

and communicate, the characters werent relatable to the audience. This is where Wild Stone differentiated. Adopting

to the Indian tastes,they communicated through Indian men and women, who the audience can relate to, set in

typically Indian scenes like Durga Puja, Holi or Monsoon season.

While others promised the user the attention of hordes of girls, Wild Stone promised inciting deep passion and frenzied

fantasies in a single womanIndian, traditional, mysterious and not overtly sexual. Unlike others who were tagged as

playful and youthful, Wild Stone became associated with passion and mystery.

4Ps

PRODUCT:

Wildstone too offers a wide range of fragrances in their deodorants. Some variants of Wildstone are: Red, Aqua Fresh,

Ultra Sensual, Thunder, Smoke, Night Rider etc. keeping in view the mystery element associated with the product.

PRICE

Wildstone deodorant is priced to offer its customers good value for money . The price of all variants of Wildstone is

same and is priced similarly as its competitors.

PLACE

Wide distribution network ensures high availability of Wildstone deodorants in all stores such as modern retail,

traditional mom and pop stores, drug stores of all sizes pan India. Also available for sale on ecommerce sites like

Flipkart.com.

PROMOTION

Advertising: Primary tool is TV commercials, print ads and billboards which increase brand awareness.

Central Theme of Campaigns: Seduction where Girl makes the first move. Brand assumed that Men like to be seduced.

7 Perceptual Map

A perceptual map is created to identify how customers form a mental picture of the various deodorant products,

including Engage and other brands. Two prominent attributes of deodorants are chosen as dimensions over which

the position of various products were plotted.

The perceptual map helps identify the degree of likeness or differentiation among different products available in the

market. Thus is helps the marketers take decisions pertaining to the following questions: how much to differentiate

the product from competitors products? ; and how to position a particular product on the basis of prominent

attributes to cater to the target consumer segments.

Methodology: Deodorant users were asked to fill up an online survey, ranking the performance of each deodorant

brand over different pertinent attributes. The ranking table used for the survey is as shown hereunder:


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Brand Very Bad Bad Neutral Good Very Good

Engage 1 2 3 4 5

Wildstone 1 2 3 4 5

Fogg 1 2 3 4 5

Axe 1 2 3 4 5

Park Avenue 1 2 3 4 5

Questions on the survey used to determine the rank of deodorants across different attributes were as follows:

1. What do you perceive about the PACKAGING of the following brands?

2. What do you perceive about the FRAGRANCE of the following brands?

3. What do you perceive about the PRICE of the following brands?

4. What do you perceive about the ANTI PERSPIRANT quality of the following brands?

5. What do you perceive about the DRYING QUICKNESS of the following brands?

6. What do you perceive about the STORE AVAILABILITY of the following brands?

These questions, coupled with the scoring table provided above, allowed the users to rate the attributes provided in

capitals in that particular question. Moreover, survey questions were presented in different order to different

respondents to remove any bias arising due to fixed sequencing of questions

Survey outcomes

The respondents provided following ratings to different brands that were surveyed:

Brand Packaging

Store

Availability Fragrance Price

Anti perspirant

quality

Drying

quickness

Engage 2.93 3.20 2.80 3.07 2.60 3.00

Wildstone 3.27 3.47 3.53 2.93 3.00 3.15

Fogg 3.00 3.29 3.13 3.14 3.00 3.14

Axe 3.60 4.53 3.80 3.14 3.40 3.00

Park Avenue 3.87 3.80 4.20 3.43 3.53 3.29

Regression Analysis

To identify the correlation among different attributes that were used to evaluate deodorant products, regression

analysis was carried out amongst the variables shown in the above table. The coefficient of correlation (R) came out

to be the highest for fragrance and packaging

of deodorants, and was equal to 0.98:

Regression Statistics

Multiple R 0.97839047

R Square 0.957247912

Adjusted R

Square 0.942997216

Standard Error 0.094835502

Observations 5

Therefore, these two attributes were chosen

as axes for the perceptual map, which is shownin the figure:


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8 RecommendedStrategies:

Universal Approach

Till now the positioning of Engage have focussed only on a specific target group. But they could try to have a

universal approach to positioning. Right now they only focus on playful chemistry for urban youth. But they could

instead shift to a positioning which caters to a bigger customer base.

One recommended strategy would be as a symbol of love for all ages. This positioning would be similar to its current

positioning in the respect that they try to focus on romance aspect of it. But now its positioning could be as a

timeless symbol of live which would increase its universal appeal

Combo Offers

Right now they only have one kind of combo offer that is for a pair of deodorants for couples.

They could expand upon it and introduce other combo offers like budget combo, family combo etc. Budget combo

could be an offering which offers lower prices when u buy in bulk any combination of deodorants. While Family pack

could offer combos which includes products for all family members.

These combo offers with a universal approach can help differentiate Engage while still making it appeal to a

universal audience

Product

Right now they only focus on products for couples. They could introduce more products which can be differentiated

on some other variety. For example, if we continue the above universal approach then it can produce products

which are named after different moods related to love.

A premium variant can also be introduced down the line.

They should continue with their differentiated packaging as it helps them gain more eyeballs on shelf.

Price

Current pricing strategy gains them the access to a large customer price.

A premium priced product can help them gain more market share from upper class people

Place

ITC should continue using its supply chain capabilities to drive the growth of Engage Deo. They could use their

superior supply chain to develop and gain rural markets.

Promotion

A shift to a universal approach should be shown in advertising campaign too.

Ads should try to position Engage as a symbol of love for all ages.

Suggested Tagline: Engage inimmemorial love


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9 References

1. http://www.itcportal.com/businesses/fmcg/personal-care-products/Engage-Deo.aspx

2. http://www.engagedeo.com/

3. http://marketingpractice.blogspot.in/2013/06/engage-deo-couple-deodorant.html

4. www.itcportal.com/about-itc/shareholder.../ITC-Corporate-Presentation.pdf

5. http://www.authorstream.com/Presentation/santukarmakar-717869-distribution-channel-of/

6. http://articles.economictimes.indiatimes.com/2013-12-10/news/45035404_1_choco-meltz-dark-fantasy-

choco-fills-paan-shops

7. http://en.wikipedia.org/wiki/SEC_Classification

8. http://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspx

9. http://articles.economictimes.indiatimes.com/2014-07-14/news/51485063_1_itc-ltd-deodorant-market-

market-share

10.http://prezi.com/__hnschlbr7u/engage-deo-sprays/

11.http://www.thehindubusinessline.com/companies/effective-advertising-helped-deo-brand-

itc/article5405331.ece

12.http://www.exchange4media.com/52370_itc-initiates-innovative-brand-promotion-strategy-for-latest-

offer.html

13.http://www.flipkart.com/

14.http://www.mxmindia.com/2013/12/fogg-clouds-axe-effect-is-new-numero-uno-deo/

15.http://www.diligentia.net.in/itcs-engage-beats-axe-and-old-spice-in-deo-market-for-second-position-fogg-

still-at-no-1-position/

16.http://www.business-standard.com/article/management/emami-sniffs-success-with-he-

114061500748_1.html

17.http://www.snapdeal.com/products/perfumes-beauty-deodrants

18.http://www.itcportal.com/media-centre/press-reports-content.aspx?id=97&type=C&news=business-model

19.http://timesofindia.indiatimes.com/business/india-business/Modern-retail-makes-a-big-

splash/articleshow/8450597.cms

20.http://indiatoday.intoday.in/story/fmcg-nielsen-company-five-billion/1/160242.html

21.http://www.mbaskool.com/brandguide/fmcg/5678-fogg-deodorant.html

22.http://basicmarketingfundas4u.blogspot.in/2012/01/fogg-body-spray-using-rational-usp.html

23.http://marketingpractice.blogspot.in/2012/01/fogg-deo-no-gas-only-deo.html
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Deodorant Industry Analysis ITC Engage

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