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    Presented By: Archit Rai 2015135 Ishan Jejukar 2015146 Nishant Siddhu 2015158 Rounak Goel 2015175 Vidushi Murarka 2015191 Yatin Arora 2015192

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    This document summarizes information about the deodorant industry in India and the ITC Engage deodorant brand. It provides details on the size and growth of the Indian deodorant market. It then discusses ITC Engage specifically, including its product line, major competitors, differentiating factors, and brand strategies. Finally, it proposes a strategic brand plan to help Engage become a star brand, including diversifying its target audience, product line, and investments in rural markets.

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    Presented By: Archit Rai 2015135 Ishan Jejukar 2015146 Nishant Siddhu 2015158 Rounak Goel 2015175 Vidushi Murarka 2015191 Yatin Arora 2015192

    Uploaded by

    vnbcfnb
    69 views13 pages
    This document summarizes information about the deodorant industry in India and the ITC Engage deodorant brand. It provides details on the size and growth of the Indian deodorant market. It then discusses ITC Engage specifically, including its product line, major competitors, differentiating factors, and brand strategies. Finally, it proposes a strategic brand plan to help Engage become a star brand, including diversifying its target audience, product line, and investments in rural markets.

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    This document summarizes information about the deodorant industry in India and the ITC Engage deodorant brand. It provides details on the size and growth of the Indian deodorant market. It then discusses ITC Engage specifically, including its product line, major competitors, differentiating factors, and brand strategies. Finally, it proposes a strategic brand plan to help Engage become a star brand, including diversifying its target audience, product line, and investments in rural markets.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    69 views13 pages

    Presented By: Archit Rai 2015135 Ishan Jejukar 2015146 Nishant Siddhu 2015158 Rounak Goel 2015175 Vidushi Murarka 2015191 Yatin Arora 2015192

    Uploaded by

    vnbcfnb
    This document summarizes information about the deodorant industry in India and the ITC Engage deodorant brand. It provides details on the size and growth of the Indian deodorant market. It then discusses ITC Engage specifically, including its product line, major competitors, differentiating factors, and brand strategies. Finally, it proposes a strategic brand plan to help Engage become a star brand, including diversifying its target audience, product line, and investments in rural markets.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Presented By:

    ARCHIT RAI
    2015135
    ISHAN JEJUKAR
    2015146
    NISHANT SIDDHU 2015158
    ROUNAK GOEL
    2015175
    VIDUSHI MURARKA 2015191
    YATIN ARORA
    2015192

    Deodorant Industry
    An essential personal grooming product.
    Fragrance has its own charm and charisma.
    It makes individual feel fresh and boosts their
    confidence.
    The Indian deodorant market has more than 500
    deodorant brands.
    The market is increasingly expanding to rural India.
    The rural market segment forms a sizeable 10% of
    the overall deodorant market, and is growing at 29%.

    ITC Engage
    Product Nature: Fast Moving Consumer Good
    (FMCG)
    Company: ITC Ltd.
    Product Category: Deodorant
    Launch Date: May 2013

    Engage Product Line


    1. Engage Deodorants: 16 variants
    2. Engage Cologne Spray: 8 variants
    3. Engage Perfume Spray: 4 variants

    Major Competitors
    Fogg is way ahead, having 17.8% of the market. Wild stone had 6.7%
    and Engage 6.6%, followed by Axe with a 6.5% share.

    Source: http://articles.economictimes.indiatimes.com/2014-0714/news/51485063_1_itc-ltd-deodorant-market-market-share

    Differentiating Factor of
    Engage

    Brand Strategies Adopted


    Engage Love Notes Campaign
    Out Of Home (OOH) Campaign

    Brand Plan
    It is a Promising Brand

    Why?

    How can it
    become a STAR
    brand?

    Critical Observations

    The product carries out an innovative thinking of bringing in


    couple deodorants for the first time in India.
    ITC had followed aggressive policy without any delay in
    launching of its extensive product line.
    Communication strategy of the brand has as far been mainly
    through mass media communications like TV ads, FM radio
    and print media.
    The packaging of the product is one area where they have
    again tried to differentiate their product
    Engage deodorants have launched its product at a standard
    size of 165 ml at a price of Rs 170.
    Engage deodorants have very quickly climbed to the 2nd
    spot by volume overtaking HULs AXE and Mcnroes
    Wildstone

    Strategic Brand Plan

    Engage needs to give time to consumers to react to the product and


    understand the concept which Engage deodorants is trying to convey, i.e.
    loved couples
    Engage can run a parallel target by coming up with deodorants for men of
    age between 35- 50, This product should however deliver functional
    qualities like:
    48hr Protection,
    Anti- Perspirant,
    Anti-bacterial,
    No marks on clothes,
    No dark under arms
    An interesting and an innovative concept can be launched by Engage
    deodorants is body roll on.
    Engage deodorants can diversify its product line by launching shower gel
    The rural market comprises of 10% of the total deodorant market space
    and is growing at a rapid space of 20 % on a year to year basis.

    Time - Line

    Investment Plan

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