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