Industrial Project on indian deodorant market

8/15/2019 Industrial Project on indian deodorant market

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Identifcation & analysis o Co!"etiti#e o$ces o t%e

indst$y on t%e 'asis o (ic%ael Po$te$)s f#e o$ce !odel*

Identifcation o t%$eat and o""o$tnities in t%e E+te$nal'siness en#i$on!ent ,it% t%e %el" o OT -O""o$tnities.

T%$eat/ analysis*

In0de"t% analysis o acto$s a1ectin2 t%e 'sinessen#i$on!ent ,it% t%e %el" o Political. Econo!ical. Socialand Tec%nolo2ical -PEST/ analysis*

St$ate2ic analysis to 3no, a'ot St$ate2ies ollo,ed 'y t%eindst$y in t%e c$$ent !a$3et scena$io*

Se2!entation Analysis ,old 'e nde$ta3en so as to 3no,t%e indst$y)s !a4o$ "laye$ o"e$ate in ,%ic% se2!ent and%o, Indst$y is di#ide in #a$ios se2!ent*

O5JECTI6E OF THE

STUDY


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Study Area- Indian Deodo$ant (a$3et

Sources of Data Collection Data o$ t%e $esea$c%

"$o4ect %as 'een collected t%$o2% Seconda$y data so$cessc% as 5oo3s. !a2a7ines. e$o!onito$. CRISIL. FICCI.inte$net and 5siness and !a$3etin2 "e$iodicals*

Research Type: Exploratory Research E+"lo$ato$yResea$c% is 'ein2 nde$ta3en so ,e can fnd insi2%ts andnde$standin2 o Indian deodo$ant (a$3et*

Limitations of Study 5onda$y s$$ondin2 t%e "$o4ectis ti!e. na#aila'ility o fnancial data and ot%e$ fnancialli!its as ,ell as ,e %a#e to $ely on seconda$y data.aso$2anisations don)t !ana2e t%ese "$odcts as S5Us

RESEARCH

(ETHODOLO8Y


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T%e Indian Deodo$ant !a$3et is o Rs 99:: c$o$e. t%e !ale

se2!ent cont$i'tes Rs ;.


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5$and (a$3et S%a$e

A+e ?;B

Set et ;:B

Fo22 ;:*:B

"a$3 A#ene GB

ild Stone B

Adidas


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Substitutes Available

Ei#alent tility "$odcts is not a $a$e "%eno!enon. Stic3 and soliddeodo$ants constitte t%e second la$2est deodo$ants se2!ent.

ollo,ed 'y Roll0On deodo$ants* Ot%e$ deodo$ants se2!ent.

co!"$isin2 nic%e o$!ats sc% as c$ea!. 2els. and ,i"es. $e"$esents

t%e s!allest 't astest 2$o,in2 !a$3et in t%e 2lo'al deodo$ants

!a$3et*

arriers to entryLo, ca"ital costs. tec%nolo2y. dist$i'tion net,o$3. and a#aila'ility o

c%e!icals *

ar!ainin! po"er of suppliers Lo,. de to sti1 co!"etition*

ar!ainin! po"er of customers

6e$y %i2%. de to a#aila'ility o o"tions* FO88 cata"lted its !a$3et s%a$e

$o! :* B to ;:* B in 4st t,o yea$s. de to sensi'le sa2e o

co!!nication*

Existin! Competition

Hi2%* E+"ected to inc$ease e#en $t%e$* Do#e. A+e. S$e. Re+ona. Old S"ice. Sec$et Te!"tation. Fo22 .

En2a2e. Pa$3 A#ene*

A$ond ?:: "$i#ate as ,ell as local le#el '$ands a$e t%e$e in t%e

!a$3et

(ICHAEL PORTER)S FI6E FORCES(ODEL


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#olitical

Indian 2o#e$n!ent cos!etics "olicy ai!ed at "$o!otin2 aninte2$ated. "%ased and Condci#e 2$o,t% o t%e Indian cos!eticindst$y*

Allo,in2 ato!atic a""$o#al o$ o$ei2n eity in#est!ent " to;:: "e$ cent. ,it% no !ini!! in#est!ent c$ite$ia*

Esta'lis% an inte$national %' o$ !anact$in2 s!all inte2$ated'siness "a$3s ,it% lc$ati#e soa"s*

Ens$e a 'alanced t$ansition to o"en t$ade at !ini!al $is3 to t%eIndian econo!y and local indst$y*

Assist de#elo"!ent o "$odcts 3ee"in2 in !ind t%e saety no$!so t%e society

Layin2 e!"%asis on R&D acti#ities ca$$ied ot 'y co!"anies inIndia 'y 2i#in2 a ,ei2%ted ta+ dedction o$ in0%ose $esea$c% andR&D acti#ities*

PEST ANALYSIS


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Economic

T%e Indian econo!y %as 2$o,n at G* "e$ cent "e$ ann!*

T%e !anact$in2 secto$ %as 2$o,n at GK;: "e$ cent "e$ann! in t%e last e, yea$s*

F(C8.and !o$e s"ecifcally t%e "e$sonal ca$e se2!ent is2$o,in2 at an e!"%atic "%ase

Finance a#aila'ility to s!all and !edi! !anact$e$s %as2$o,n in sco"e d$in2 t%e last e, yea$s*

Se#e$al Indian f$!s %a#e "a$tne$ed ,it% 2lo'al "laye$s* %ileso!e %a#e o$!ed 4oint #ent$es ,it% eity "a$tici"ation.ot%e$s %a#e ente$ed into tec%nolo2y tie0"s*

Esta'lis%!ent o India as a (anact$in2 %'. o$ "e$sonal ca$e"$odcts*

PEST ANALYSIS contd*


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Social

8$o,t% in $'ani7ation. t% la$2est econo!y 'y PPP -"$c%asin2 "o,e$"a$ity/ inde+*

U",a$d !i2$ation o %ose%old inco!e le#els* Inc$ease in PPP. led to t%e inc$ease in !a$3et s%a$e o co!"act ca$s*

H2e yot% "o"lation.-


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Technolo!y

it% t%e ent$y o 2lo'al co!"anies into t%e Indian !a$3et. ad#ancedtec%nolo2ies. 'ot% in "$odct and "$odction "$ocesses %a#e de#elo"ed*

it% t%e de#elo"!ent o$ e#oltion o alte$nate coolin2 tec%nolo2ies.ae$osol cans a$e ast e+itin2 t%e !a$3et*

Fe, 2lo'al co!"anies %a#e set" t%ei$ R&D cente$s in India*

8o#e$n!ent initiati#es $e2a$din2 ta+ $e'ates %a#e led to 2lo'al"laye$s settin2 " t%ei$ R&D cente$s in India* India is %a$!oni7in2 itsE!ission No$!s o$ t%ese 3inds o indst$ies ,it% t%e E$o"ean

Re2lation and %as ado"ted E$o III. ei#alent no$!s in ;; (et$o"olitanCities $o! A"$ ; 9::*

A lot o ne, saety !eas$es a$e no, ta3en into conside$ation 'eo$et%e ca$ o$ any ot%e$ !oto$ #e%icle is lanc%ed to ens$e its saety and$elia'ility*

PEST ANALYSIS contd*


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ANSOFF (ODEL

ANALYSIS


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A2e8$o"

Se2!ent T$ends 5$ands Ta$2etin2t%e se2!ent

;0;=yea$s

;* Inenced 'y "a$ents9* C$ios & e+"lo$ati#e?* No Loyalty

A+e. Setet.Re+ona. Fa.S"in7

;G099yea$s

;* (o$e o an e+"e$i!entin2 2$o"9* See3 attention and ,ant to 'e

t$endy

A+e.Setet.Ni3e.Adidas.Cint%ol

9?09Gyea$s

;* T$end to 'eco!e loyal to,a$ds a"a$ticla$ '$and

9* T$y e+"ensi#e #a$iants?* Stats see3e$s

A+e. Fo22.Pa$3A#ene.Ni#ea.Play'oy

9GM

yea$s

;* Hi2% '$and loyalty

9* Healt% conscios?* Hi2% e+"endit$e

Old

s"ice.To!!y.Do#e.Fo22.ild

(ARET

SE8(ENTATION


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Exhibitionism $Till early %&'%(

A+e $o! HUL is cont$ollin2 t%e !a4o$ity o t%e !a$3et s"ace t%$o2% itsca!"ai2n "ositionin2 as a c%ic3 !a2net & %el"in2 !en 'e att$acti#e to

,o!en. %as 'een co"ied 'y !any (e too '$ands li3e ,ild stone.a!ast$a etc* AE 2ene$ally %ad sacy ads s%o,in2 'a$ely clot%ed,o!en t%$o,in2 t%e!sel#es at !en*

A+e ad#e$tise!ent ,%ic% s%o,ed an2els d$o""in2 $o! t%e s3ies ,%en a!an ses AE. ,as not conside$ed a""ealin2 'y t%e Indian cons!e$s*

)unctionality$late %&'%( FO88 %as a nie "ositionin2. as it is %i2% on $a2$ance & it ses a non0

ae$osol "!" ,%ic% does not $ei$e 2as* Hence FO88 does not #a"o$i7eeasily and lin2e$ ,%en s"$ayed on 0 o#e$all a #ale o$ !oney "$o"osition*

FO88 %as !o$e n!'e$ o s"$ays "e$ 'ottle as co!"a$ed to any o itsco!"etito$. ,%ic% %as 'een co!!nicated e1ecti#ely to t%e cons!e$t%$o2% t%e 5$and co!!nication e1o$ts*

AD6ERTISE(ENT

ANALYSIS


15/17

Indias la$2est F(C8 co!"any HUL .%olds t%e !a+i!! s%a$e * T%e indst$y %as 2$o,n at o#e$ CA8R o :B "*a o#e$ t%e last yea$s

;;t% la$2est deodo$ant !a$3et in t%e ,o$ld

T%e indst$y is still at its inancy sta2e. s%o,in2 %2e 2$o,t% "otentials

T%e Indst$y ,%ic% 2$e, at a $ate o a'o#e 9B o#e$ 9::;0:= %as 2$o,n 'y a$ond:B ate$ 9:: *

HUL. (cN$oe. (a$ico. Adidas. Ca#ina$e. 6ini a$e t%e do!inant "laye$ o t%e Indiandeodo$ant Indst$y*

A'ility to en%ance and #a$y "$odct !i+. Sales and dist$i'tion se$#ice net,o$3.Access to ne, tec%nolo2ies and nic%e !a$3ets a$e t%e 3ey sccess acto$ o Indiandeodo$ant Indst$y*

En#i$on!ental i!"acts %a#e 'een a 3ey conce$n o#e$ t%e last t,o yea$s* Rise in inte$est $ates !ay "$o#e to 'e a da!"ene$ on t%e ent$e"$ene$ial 2$ond*

Cost ad#anta2e is t%e st$on2est "oint o$ t%e Indian deodo$ant Indst$y.as it can 'ede#elo"ed as a e+"o$t 'ase

Pe$!e$y indst$y can ne#e$ 'e its co!"etito$ o,in2 to lac3 o'$andin2.tec%nolo2ical ad#ance!ents o t%e late$.o$ t%e yot% a""eal*

In nea$ t$e ,e a$e not seein2 !c% s'stitte o deodo$ant Indst$y.a"a$t $o!

so!e "ac3a2in2 #a$iants Indian deodo$ant Indst$y se sales "$o!otional tool as !a$3etin2 tool !ost and

FINDIN8S


16/17

%tt">

,,,*!'a$ende7#os*co!8ene$al0A,a$eness0To"ic0De

odo$ant0!a$3et0in0India0;;G*"%" accessed on 9:t% A"$il 9:;

%tt">stoc30$e"o$t*'lo2s"ot*co!9::;;deodo$ant0and0"e$!e$y0indst$y0d's0c%ola!andala!*%t!l accessed on 9;!a$ 9:;

%tt">,,,*sc$i'd*co!doc;9:deodo$ant0Indst$y0o0India accessed on ;9 (a$ 9:;

,,,*o""a"e$s*co!***!a$3etin20st$ate2y0o0#ini0"a2e;*%t!l accessed on 18 Mar2015

5I5LIO8RAPHY

http://www.mbarendezvous.com/General-Awareness-Topic-Deodorant-market-in-India-1148.phphttp://www.mbarendezvous.com/General-Awareness-Topic-Deodorant-market-in-India-1148.phphttp://www.mbarendezvous.com/General-Awareness-Topic-Deodorant-market-in-India-1148.phphttp://stock-report.blogspot.com/2009/11/deodorant-and-perfumery-industry-dbs-cholamandalam.html%20accessedhttp://stock-report.blogspot.com/2009/11/deodorant-and-perfumery-industry-dbs-cholamandalam.html%20accessedhttp://stock-report.blogspot.com/2009/11/deodorant-and-perfumery-industry-dbs-cholamandalam.html%20accessedhttp://www.scribd.com/doc/14259049/deodorant-Industry-of-Indiahttp://www.scribd.com/doc/14259049/deodorant-Industry-of-Indiahttp://www.oppapers.com/.../marketing-strategy-of-vini-page1.htmlhttp://www.oppapers.com/.../marketing-strategy-of-vini-page1.htmlhttp://www.scribd.com/.../Marketing-Mix-of-deodorant-Industry-in-indiahttp://www.scribd.com/.../Marketing-Mix-of-deodorant-Industry-in-indiahttp://www.scribd.com/.../Marketing-Mix-of-deodorant-Industry-in-indiahttp://www.oppapers.com/.../marketing-strategy-of-vini-page1.htmlhttp://www.oppapers.com/.../marketing-strategy-of-vini-page1.htmlhttp://www.scribd.com/doc/14259049/deodorant-Industry-of-Indiahttp://www.scribd.com/doc/14259049/deodorant-Industry-of-Indiahttp://stock-report.blogspot.com/2009/11/deodorant-and-perfumery-industry-dbs-cholamandalam.html%20accessedhttp://stock-report.blogspot.com/2009/11/deodorant-and-perfumery-industry-dbs-cholamandalam.html%20accessedhttp://stock-report.blogspot.com/2009/11/deodorant-and-perfumery-industry-dbs-cholamandalam.html%20accessedhttp://www.mbarendezvous.com/General-Awareness-Topic-Deodorant-market-in-India-1148.phphttp://www.mbarendezvous.com/General-Awareness-Topic-Deodorant-market-in-India-1148.phphttp://www.mbarendezvous.com/General-Awareness-Topic-Deodorant-market-in-India-1148.php


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Industrial Project on indian deodorant market

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