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'.
