CASE-STUDY

INDIAN DEODORANT INDUSTRY

CONTENTS:
1. VARIOUS BRANDS AVAILABLE IN INDIAN MARKET
2. ABOUT REXONA DEODORANT
(A) OVERVIEW
(B) ABOUT REXONA
(C) PRODUCT / PRICE OF REXONA DEODORANTS
(E) ADVERTISEMENT STRATEGY
3. FOCUS ON REXONA ADVERTISEMENT
4. Questions
PARK AVENUE
LOMANI
CIGAR
REXONA 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 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 year2000.

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 STUDY
DONE MARKET STUDY OF NOIDA- SECTOR:40
MARKET & DELHI-ROHINI MARKET, OUR FINDINGS:
AVERAGE SALES OF REXONA DEOS 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 STRATEGY
GOOD CLEAN AD ON FAMILY SETTINGS
Talcum ka aasar, chund ghanto mein
gayab, REXONA ghanto tak suraksha de
There's a recent Ad shows cool dude A college going
guy, who looks good but not using Rexona Deodorant,
smells like a BAKRI
(Quite humorous but convey message)
ADVERTISEMENT OF REXONA DEODORANT
(AS ON TV)
BRAND CHANNEL TIME
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
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."
Questions

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.