Professional Documents
Culture Documents
Rep
port on Eva
E Deo
odra
ant
Subm
mitted By
Aswini U
U ‐ 25009
Bhuvanambigai ‐ 25011
Abh
heek Biswass ‐ 25002
Bish
hnendu Royy ‐ 25012
Chaandrakumar ‐ 25013
N
Nithin S Nai r ‐ 25035
[1]
Introduction
Contents
Introduction .................................................................................................................................................. 3
Growth Drivers .......................................................................................................................................... 4
Functional Segementation of Deo Market ................................................................................................ 4
Eva ................................................................................................................................................................. 5
Brand Analysis ............................................................................................................................................... 6
Category Analysis ...................................................................................................................................... 6
Competitor Analysis .................................................................................................................................. 7
Spinz ...................................................................................................................................................... 7
Fa ........................................................................................................................................................... 7
Rexona .................................................................................................................................................. 8
Customer Analysis ..................................................................................................................................... 9
Choice of deodorants ............................................................................................................................ 9
Frequency of Switching Brands ........................................................................................................... 10
Current Brand usage duration ............................................................................................................ 11
Commercials/Promotional Campaigns recall of Eva ........................................................................... 12
What attracts the customer? .............................................................................................................. 13
EVA Usage Data ................................................................................................................................... 14
Willingness to try EVA range of Deodorants ....................................................................................... 15
Brand Positioning ........................................................................................................................................ 16
Brand Identity ............................................................................................................................................. 17
Brand Personality ........................................................................................................................................ 17
Communication Strategy ............................................................................................................................ 18
Revival Strategy ........................................................................................................................................... 19
[2]
Introduction
Introduction
For most of the year, India is a sweaty, tropical country. But for more than fifty years
after Independence, most Indians did not seem to care. For decades, they could do with
talcum powder to take care of the sweat. Now they do care. They watch television. They
watch foreign channels. They watch glamorous women and women who presumably
smell good. They are learning about sex appeal. In fact, one of the more popular
commercials being aired on cable channels shows a young man sweeping two ladies off
their feet using a combination of dance steps and the fragrance from his perfume.
Deodorants and Perfumes are the major product niches with promising prospects. With
the reduction of tariff on premium fragrances from 30% to 10% in 2005, new brands are
encouraged to enter the market. However, black market, fake goods, and the enduring
popularity of traditional Indian perfumes, such as attar, hamper sales in India.
A large number of customers are moving up the value chain. There are perceptible
changes in consumer behavior, like switching from talcum powder as a multipurpose
product to deodorants and antiperspirants.
It has also been possible to keep prices down in the Indian deo industry because of the
phenomenon of out‐sourced manufacturing. The Government of India has reserved
several items for the small‐scale industry. Units in this segment enjoy tax incentives,
making them attractive destinations for the contract manufacturing route.
This industry has a low entry barrier and competition is severe. In addition to the large
multinational players, there are also domestic and huge unorganized players. In order to
vie for greater market share, companies have been adopting promotion schemes such
as giving out freebies and repacking products in smaller packages to cater to a wider
consumer base.
[3]
Introduction
Growth Drivers
The major growth drivers for deodorant market are:
Customers moving up the value chain
Changes in customer behavior
Effective pricing
Heavy advertising
Rural penetration
Functional Segementation of Deo Market
Deos‐ Cosmetic/kill bacteria
Anti‐perspirants‐Affect physiology of body/plug sweat pores
Body mists‐lightest form of scent
Stick‐ Mix of wax,oils,silicones
Deo‐Spray‐ Aerosol, waterless, contain ethanol & propylene glycol with liquefied
propellants
[4]
Eva
Eva
The woman's mind has always remain
ned a mysttery to thee world, more
m so to
o the
marketeers. But yeaars of research seems to give som
me insight into the mu
uch sought after
mysteryy. What doe
es a woman
n want? Yes, of the many things, aa woman, b
basically a ggirl at
the hearrt wants to be attractive. To be tthe most so
ought afterr person? TTo be the qu
ueen
Bee? To have boys swarm after her the whole day long? To have that divine fragrance?
To be a fflower? And To keep b
blooming all day? Thuss, TTK healtthcare purssued this insight
and creaated a bran
nd that wo
ould guaran
ntee a girl that
t second
d look, dayy after day,, Eva
range off women's p
personal caare products giving thee girls the co
oveted flow
wer power.
With a 5%
5 market share in th
he perfumee industry though
t Evaa is small in
n numbers with
TTK’s 32
20000 stron
ng distributtion network Eva has successfully reached all segments of
the socieety. Eva generally follo
ows a push
h strategy w
with offers tto both thee customerss and
the retaailers. With a wide ran
nge of prod
duct assortm
ments and competitivve pricing EEva is
one of th
he most po
otent brands of the deo
o industry.
[5]
Brand Analysis
Brand Analysis
Category Analysis
Deo seems to be the buzzword in the market today. The deodorant market in India is
worth Rs 230 Crore. On an average, deodorants sell at least 5 per cent more than talcum
powders in supermarkets. The success of deodorants in the urban market has
encouraged the leading players in the sector to launch more deo‐related products.
Anything with the deo tag sells fast.
Cosmetics and Toiletries market include deodorant and antiperspirant category. The
fragrance market in India is growing at an annual average rate of 12.17%. Hindustan
Lever is the market leader in the organized deodorant segment — with brand Rexona —
with a significant market share. Still a nascent product category, deodorants have been
in the organized market since 1996.The present Indian deodorants market is growing at
the rate of 16 per cent per annum in volume and value. Of the entire market, HUL claims
a 69‐70 per cent market share. The market faces severe competition from the grey
market, which is said to be valued at Rs 100 crore.
Out of the various formats in which deodorants are available, the deo‐spray category
accounts for 98% of value sales, being preferred over other categories based on hygiene
concerns. Prices have been growing below current inflation levels, and they also
fluctuate because of high competition from low‐ priced brands from grey channel. This
category is highly urban‐centric, with about 90% penetration in urban areas. It is
perceived as a cheap alternative to perfumes. The major players in the female segment
are Fa(Henkel), Rexona(HUL), Eva(TTK‐HC), Spinz(CavinKare).
[6]
Brand Analysis
Compe
etitor Analysis
Spinz
Spinz girrl is positioned as young and bub
bbly, aroun
nd 18 to 26 years old, always busstling
with energy. Easy‐‐going and high‐spiriteed, she lovves to makke friends and
a spend time
with theem. With a
a market sh
hare of 4% in the deo
odorant ind
dustry spinz is a poteential
player.
Fa
Fa is onee of the larggest deo brrands in Ind
dia. The brand is from tthe global ggiant Henkeel. Fa
is today one of the
e largest deeodorant b
brands in In
ndia and haas been rated as the n
no. 1
deodorant in top metros. Availab
female d ble in over 130 countrries worldw
wide, Fa offers a
diverse range of de
eodorants catering to
o a variety of moods and
a tones. It is one off the
largest selling
s bodyy care bran
nd in Europ
pe. It was laaunched in
n India in 2000. The brand
b
has a po
ortfolio of ttalc, deos, b
body wash,, soap etc. It is a perso brand endorsing
onal care b
multiplee products. It is famo
ous in India for its raange of Deeos. It comes in varrious
fragrancces like Aqu
ua, Lemon eetc.
[7]
Brand Analysis
Despite its legacy aand its inteernational p
pedigree, FFa has not ggot the kind of respecct an
international brand
d gets. Thatt is why thee brand is sttill a small brand in th
he personal care
segmentt compared
d to the brands like Luxx, Ponds etc.
Rexona
It was a initially a ssoap brand
d in india an
nd deo inteernationallyy. When HLLL launched it in
india theey used the
e same fam
mous ’rexon
na‘ name fo
or the deo as well. Reexona has b
been
losing itss market sh
hare rapidlyy with 7% esstimated in
n 2008.
[8]
Brand Analysis
Customer Analysis
A survey was conducted understand the customer’s perception of EVA. This study was
restricted to only the female segment.
The results of the survey provided some valuable insights into the minds of the
consumer and the way EVA as a deodorant is perceived.
Choice of deodorants
The preferences of the female consumers and their choice are as follows:
Eva occupies the second/third position in the minds of the consumer as is shown from
the previous graph.
[9]
Brand Analysis
Frequency of Switching Brands
The results indicate that the majority of the female consumers are dissatisfied with their
current brand of deodorant and do not have a definite brand to be loyal to. This is very
evident from the fact that the majority of the female consumers have ended up
switching brands frequently in the last one year owing mainly to the dissatisfaction with
their current brand.
Further we also found that given a chance majority of these female consumers are
willing to switch their current brands in favour of experimenting with a new brand. Also
majority of these people have only been using their current brand for a short period of
time. Hence the time required to establishing a bond or loyalty to the brand has clearly
not elapsed.
The satisfaction levels of the customers are pretty low and this is something that EVA
can leverage upon.
[10]
Brand Analysis
Current Brand usage duration
As shown, not many people have actually been using their current brand of deodorants
for more than a year. So it would be relatively easy to convince these people to try out
EVA.
[11]
Brand Analysis
Commercials/Promotional Campaigns recall of Eva
As far as EVA is concerned there are not many Advertisements or other promotional
campaigns that have attracted the customers. The consumers were asked to recall the
number of EVA ads that they had seen till now and not many of them could recall few of
Eva’s ads.
The fact is most of them could not even recall more than 1 or 2 ads or promotional
campaigns of EVA.
This is shown below:
So for the brand to be successful more promotional campaigns or brand reinforcement
is required. Steps to do that would help to strengthen EVA’s position in the minds of the
consumer.
[12]
Brand Analysis
What attracts the customer?
The various factors that enable the customer to switch from her current brand of
deodorant were analysed. The following are the reasons that would enable the
switching process.
The Brand Name EVA can be leveraged so as to attract more and more female
customers to use the EVA range of Deodorants.
[13]
Brand Analysis
EVA Usage Data
The following displays the statistics of the percentage of people who have actually been
exposed to EVA rather used it in the past.
As is shown not many people have actually tried out EVA in the past.
So the major challenge for the brand would be in getting the people who have not tried
out the deodorant in the past to try it out.
But the willingness of these consumers to try out the EVA range of Deodorants was also
measured and many people were in fact willing to give it a shot.
[14]
Brand Analysis
Willingness to try EVA range of Deodorants
As is shown in the graph above a huge majority of people are willing to try out the EVA
brand of Deodorants but there should be a proper trigger or a push to motivate them to
go ahead.
So this is where the challenge of the brand lies ‐ Giving the consumers a reason to
convert to the user phase from the willingness to try phase.
[15]
Brand Po
ositioning
Brand
d Positioning
Eva is po
ositioned o
on Flower p
power. Eva perfumed deo spray claims it co
ontains essence
of naturral fragrance
e that keep
ps you bloom
ming all dayy long. It is a non‐alcoholic deo sp
pray,
which co
ontains moisturizer that gently no
ourishes yo
our skin and
d keeps it so
oft and smo
ooth.
The com
mpany itselff positions aas ‘Keep blo
ooming all d
day with Evva’.
Eva also claims to ccontain a un
nique formulation thatt combats b
body odourr and effecttively
reduces the wetnesss under yo
our arms givving you freeshness all d
day long.
The abo
ove advertissement of Eva also po
ositions it aas a brand tto use if th
he women w
want
men to swarm around them
m like beess. The bran
nd is targeeted mainlyy at the youth
y
segmentt and gives the assuraance to theeir target baase that Eva is what yyou need if ‘you
want to be an attraactive women’ who alw
ways scoress with men..
[16]
Brand Identity
The differentiating factor with Eva is its natural freshness and attractive women pitch.
Also the names of the deos are also girly type which appeals more to women. It ensures
its customers that they will definitely get a second look and can turn boys into bees.
Brand Identity
Eva wants to create an identity of ‘Attractive Women’ in the mind of its consumer base.
It also talks about naturally fresh look and feel as it claims to contain the essence of
natural fragrance.
They are trying to give each fragrance a particular personality with lines like, “Did you
know that the scent of grapefruit can make you feel at least six years younger!!”. Also
they try to entice their customers by saying that the way you smell has an effect on the
way you feel.
It is this natural freshness and attractiveness Eva wants to be identified with.
Brand Personality
The basic personality of Eva is young fun loving attractive woman. Eva is like a
friend who helps the consumer get a definite second look from guys and makes
the guys run around the consumer.
This friend personality sits well with the consumers of the youth segment as
youth prefers and wants friends to help them out with all matters regarding guys.
[17]
Communication Strategy
Communication Strategy
The current communication strategy followed by EVA does not create the
necessary impact and affects a buying behaviour with the indented audience.
Media advertisements, either through print ads or TV commercials are widely
used by various competitors of the Deodorant segment but EVA does not use
these tools for communication. Rather they use the PUSH strategy by means of
giving incentives for the store keepers, stockist through various trade offers. A
push strategy may be effective in increasing the sales in a short term but this
does not ensure a long term relationship of the consumers with the brand. The
consumer just buys the product for the offer and there is no guarantee that she
buys EVA again.
[18]
Revival Strategy
Revival Strategy
From our study itself we found that majority of the population are willing to try
our Eva and in this particular segment there is no brand loyalty as such. This is
where Eva has to cash in. Eva has decent attributes, its positioning is good and it
has tried to create a separate identity for its different fragrances. And for an
industry which stands now at 230 Crore and growing at 15% annually this is
unpardonable. From our view point what Eva has to try to do is revamp its
communication strategy.
Detailed communication plan has to be drawn up with both ATL & BTL in specific.
Brand ambassadors are not required but effective advertisement campaigns have
to be done as brand recall esp. advertisement recall is very low. Majority of the
customers said that brand names and product attributes are the main things they
look out in a deo. Eva possesses both of these the only problem is that it has not
been communicated properly to the consumer base.
All brand communication of EVA should be designed in such way so that,
It creates an impact about the brand and makes the brand well known
among the target group
It uses various channels of communication to build awareness
Creates a platform to enable a two‐way communication
In order to achieve the above objectives, the entire strategy has to shift from
portraying the functional benefits of the brand to emotional
benefits. Advertisements campaigns, contests, advertisement presence in retail
outlets, strong online presence are some areas where Eva can work upon. The
communication strategy has to be designed in a holistic manner so that they
[19]
Revival Strategy
distribute the communication budget in various channels and not concentrating
on the trade promotions only.
“Ask Eva for help” campaign is something that eva can implement with sms
numbers, email addresses, blogs, forums, social networks etc provided to girls so
that they can get help from Eva, their friend, at any time. The positioning of a
friend has to be stressed upon throughout the campaign.
Eva can take a leaf out of the Axe book and create a similar impression in the
minds of the new young females of India. After initially creating the necessary
brand awareness and then following it up with repeated campaigns can enable
word of mouth publicity for Eva, which is the holy grail of any brand. If it is ready
to address its communication issues, Eva has the potential to be the market
leader.
[20]
Revival Strategy
[21]