Consumer Behavior Presentation on

Deodorants
A PPT presentation by Group-9

Devanshu Gupta(PGDM-19 ) Kushagra Anand(PGDM-37) Lakshmi Warrier(PGDM-38) Priyojeet Kumar(PGDM-61) Sakshi Gupta(PGDM-75) Saurav Singh(PGDM-78)

Tackling the Problem of Body Odour

--The Problem of body odour has been felt since the time man got civilized. --First came Sandalwood, then Gulaabjaal and then Itra. --Even in pre-liberalization stage people used the same old tactics. --Talcum Powder came up as a substitute. --Anti-perspirent existed in the market, but were not such effective.

Problems at that time

--The customer was ignorant of the need to smell good. So, awareness was needed to be created. --An average Indian customer was reluctant to go for new changes. --Though the targeted section was that of the Indian youth, but multi-generation approval was required. --Pricing, packaging and dispensing were the matters of concern.

Deodorants
Deodorants are substances applied to the body mainly to reduce body odor caused by the bacterial breakdown of perspiration. A subgroup of deodorants, antiperspirants, prevent odor and reduce sweat produced by parts of the body. Antiperspirants are typically applied to the underarms, while deodorants may also be used on feet and other areas in the form of body sprays.

Men's Deodorants
Ferrari Passion Deodorant Nivea Deodorant
MRP

Rs. 299
MRP Rs. 1495

MRP
Rs. 290

MRP Rs. 1495

Tiger Eyes By Srk Deodorant

Burberry Weekend Deodorant

Remy Marquis Deo

Popular Brands Of Mens Deos

MRP Rs. 499

Nike Urban Musk Deodorant Gillette Roll On Deodorant ADDIDAS Deodorant Spray
MRP Rs. 1185 MRP
Rs. 216

MRP Rs. 450

MRP

Rs. 299

MRP Rs. 595

Axe Dark Tempation Chocolate Deodorant

Amitabh Bachchan Deodorant

Womens Deodorants
Eden By Cacharel Deodorant Burberery Red Deodorant
MRP

Nike Deodorant

MRP Rs. 349

FA Deodorant

Rs. 1595
MRP Rs. 2195

MRP Rs. 900

MRP
Rs. 3995 MRP

Rs. 450

Amitabh Bachchan Deodorant

Chance Deodorant By Chanel

Economic Cognitive Passive Emotional

MODELS OF CONSUMER BEHAVIOR

Economic Model
Consumer is aware of the alternatives.
Average cost

Benefit as compared to cost

Quantity of deodorant or in broader terms Value.

Cognitive Model
The most important consideration in a deodorant is it should be long lasting. Strong fragrance is another important consideration. Maximum benefit and value to the customer

Passive Model
Colorful Advertisements Attractive Packaging

Easily attracted and hence impulsive purchase by consumers

Emotional
Brand loyalty

Sports lovers
Packaging in order to attract target customers The symbol induces impulsive purchase behavior in consumers

Consumer Research
Consumer research is important for understanding customer preferences as well as predicting future buying behavior. There are a lot of different consumer research techniques that can be used to acquire valuable data. The approach to studies will vary, depending on the information that is needed.

The Relevance of Market Research with Consumer Behavior

1.Less Demand: Qualitative approach to know the exact perception of the consumer. 2.Pricing according to target market: Quantitative approach to know the power of buying of the targeted market & its segment. 3.Saturation point: Both Qualitative and Quantitative approach what more customer needs and what they dont like about the product. 4.Consumer needs: Quantitative approach To identify the market to be targeted. 5.Consumer power of buying: To know the income group of the consumer for pricing. 6.Consumer social mind set: To know the mind set of the people for whom the survey is done.

The Approaches to Consumer Behavior Research

Segmentation

Based on Age

Based on Sex

Based on Income

Based on Lifestyle

Based on Socio Economic Class

Fragrance vs Long lasting

SEGMENTATION OF AXE
GEOGRAPHIC
Urban Semi-Urban

DEMOGRAPHIC
Age group 16 to 35. Gender Male Income group Middle& Upper Middle. Occupation Students& Bachelors.

PSYCHOGRAPHIC BEHAVIORAL
Lifestyle Outdoor-oriented Personality FashionOriented Trendy. Occasions Benefits
User status Usage rate

Regular Quality Economic. Regular user Medium.

Segmentation of Nivea
Gender Based : Male, female Age based : 23- 28 yrs

Life style based : Highly Social

Geography based : Urban, Semi urban

Segmentation of Fogg
Based on lifestyle : Outdoor-oriented, Fashion oriented, Trendy Based on Class : Young urban upper middle class

Segmentation of Adidas
Demographic segmentation

Male
Age group : Young generation from aged 20-30 Behavioural segmentation

Loyalty status
Usage Rate Readiness to buy PSYCHOGRAPHIC SEGMENTATION Adidas body spray aim the male who enjoy the sports

TARGETING
AGE GROUP SEX INCOME Gr. LIFESTYLE

AXE

18-22

MALE

Aspirers, seekers

Highly Social

ADIDAS

18-30

MALE

Aspirers

Sporty and Outdoorsy

NIVEA

16-26

MALE FEMALE

Strivers

Sedentary

FOGG

17-35

MALE FEMALE

Global Indians

Commuter, Sedentary

 Socialites People in Profession requiring High degree of interaction

The Axe Effect

Athletes Sportsperson Adventurist

All In

Government Employees IT Professionals Urban Professionals

Lasting Fragrance

800 Sprays Guaranteed

Young Urban Upper Middle Class

Long Lasting Odor

Positioning of Fogg
POD: Doesnt get blown away like other deodorants, lasts longer Positioning: A body spray without gas which hence lasts longer the brand chose not to focus on girls So instead of focusing on attraction, the brand focused on something very interesting - quantity of deo or in broader terms Value. Comes with the tag-line-No gas, only Deo.

 Fogg wants to differentiate by focusing on the value part of the product. The product claims that it has more deos hence more value for money by suggesting that other deo brands has more gas than actual deo by demonstration and by guaranteeing 800 sprays for a bottle.

AXE Deodorant(The "AXE" Effect)

Axe, one of the naughtier brands in India. Axe users are high on confidence, and women are seduced by Axe users and hence, they make the first move. Regular guys are seen as getting hit on by girls. Axe has had high-profile launches of its new fragrance CLICK, the Axe Land campaign, Axe-Academy, Axe Voodoo and Phenomenon. So basically Axe deodorant is positioned as a strong, long lasting, fresh deodorant that breeds inner confidence to conquer outer situations, for the everyday man.

ADIDAS Deodorant Positioning

They have positioned themselves as in for dry protection , confident man and for agility.

Adidas deodorants have successfully established their image by getting sports personalities like, David Beckham to endorse their products. Consumers are able to relate with Adidas products through the eyes of their Sports 'Stars'.