Final Report Group3 SectionA

8/17/2019 Final Report Group3 SectionA

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SURVEY ON FOGG DEODORANT

SECTION – AGroup - 3

Submitted by

- Nutakki Dilip Chakravarthy- Naveen Kumar Angadi- Nagargun Gutam

- Nama Anitha- Nagulla Prudhvidar- Nadigadda Guru Madhav- Mrudula Devi- K Kumar Undrajavarapu- Jyotna Kappala- !emant Meena

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INTRODUCTION

Sales are the livelihood of a business. Without sales there would be no business in the

first place, therefore strategies made on sales play a vital role in the success of a business. Also,

it is believed that country's economic growth is being enrooted by the sales and service sector.

This is the fact that modern day marketers have been realied and working hard to know moreabout marketing the products in an efficient and profitable way. The main purpose of this survey

was to understand sales characteristics and their marketing implications.

We have chosen a deodorant with a brand name !ogg, to understand various marketingcharacteristics. This survey was conducted as part of an academic assignment in the

"ommanahalli provinces of "angalore city. When all other brands are coming up with the same

type of product !ogg came up with a li#uid based product instead of gas. The people of $ndiaknown to have a mind set of getting more for less cost.

!ogg understood this human behavior and delivered a product in $ndian market with

demonstrating this product with only li#uid and no gas. They tried to capture the market

strategically instead of concentrated on more fragrances. To be a market leader, the most

important aspect is to satisfy the customer needs and then make them understand by comparingits utilities with their needs. So it%s their approach towards marketing has helped them to achieve

huge success. This encouraged us to make a survey on this trendy product.This intention to shift brands more often is found in consumer goods. We have also

included few #uestions pertaining to iunderstand the intention of customer to shift to other

brands. $n this research we are confining our scope to sample sie of 1& for research purpose.!ogg, identified distinct group of buyers as fashion oriented and trendy. $t segmented the

people who are willing to try new products with a common notion of getting more for less. The

target group of !ogg are young and middle class people. This brand even targeted women byselling large variants of women deodorants. it positioned its product as a deodorant with only

li#uid and which lasts longer than any other product in the market. This report is descriptive in

nature and includes statistics that show the prevalence of interests and behaviors amongcustomers.

verview(

)roduct( !ogg *eodrant

)arent +ompany( ini group of companies

+ategory( *eodorant

Sector( !ast -oving +onsumer oods/!-+0

Tagline Slogan( "ina gas wala body2spray

3S)( *oesn%t get blown away like other deodorants, lasts longer

Segment( utdoor2oriented, !ashion oriented, Trendy

Target roup( 4oung urban upper middle class

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BACKGROUND

Company "agline and USP

!ogg is a product of ini +osmetics with a punch tagline of 6without gas body spray7

and 6again finished7. $t came with a basic 3S) of long lasting fragrance and guaranteeing 8&&sprays for a single !ogg bottle. Advertisements usually broadcasted with $ndian youth in mind.

*emand is a buyer's willingness and ability to pay a price for a specific #uantity of a good or

service. *emand refers to how much /#uantity0 of a product or service is desired by buyers atvarious prices.

)rice and #uantity demand of any good and service are inversely related to each other.

When the price of a product increases, the demand for the same product will fall. 9aw of demand e:plains consumer choice behavior when the price changes. $n the

market, assuming other factors affecting demand being constant, when the price of a good rises,

it leads to a fall in the demand of that good.

#a$tor a%%e$ting demand1. )rice(

$t is the most important factor affecting demand for a product. enerally, there e:ists aninverse relationship between price and #uantity demanded. $t means, as price increases, #uantity

demanded falls due to decrease in the satisfaction level of consumers.

!or e:ample, $f price of given commodity /say, tea0 increases, its #uantity demanded will fall assatisfaction derived from tea will fall due to rise in its price.

5. Tastes and )references(

Tastes and preferences of the consumer directly affect the demand for a commodity. !or

e:ample, fashion. $f a commodity in fashion is preferred by the consumers, then demand for thecommodity rises. n the other hand, demand for a commodity falls, if the consumers have no

taste for that commodity.

PRE OWNED DATA#eature&

; 9ong lasting fragrance

; )revents body odor

; < variants each for -en and Women$n less than a year a:e, a market leader with market share of 18 = has been toppled by !ogg,

taking a market share of 15= in short span of 5 years. !ogg was launched in $ndia in 5&11 with a

new concept of no gas and only perfume. The basic idea of !ogg was to tap a market gap and

understand human psyche. With *eodorant market today stands at 1>&& crore, growing > folds in past > years. We would analye both the brands with some parameters to have better

understanding

Market trategy

Strategists understood the market and came with a product which could set their image as

a product with utilitarian use. $t was never happened before that a similar product came with a

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similar idea. $t pro@ected itself with a product who values $ndians% by giving them product which

can be utilied more in a similar price.

Component o% marketing mi'

!ogg products were marketed with #uantity, #uality features and services. !ogg kept its price

at par with other deodorants and pro@ected it as long lasting and more efficient. ow the thirdcomponent of marketing mi: is place. )lace components were almost the same for both the

brands. "oth concentrated on similar mediums such as channels, coverage and location. ow the

last component of marketing mi: promotion was the one which basically made the difference between the two brands.

Advantage to $onumer

; o gas, only deo; uarantee of 8&& sprays for a bottle

; True perfumed li#uid

FINDINGS

(uyer

There are many features that make customers buy !ogg. All the customers have theirindividual reasons to buy !ogg over other.

The < main reasons that make customers to prefer !ogg over others are(

10 9ong lasting fragrance50 Wide range of fragrance available

?0 "e $mpressive

for each of the product feature. The average score of each

component is taken into consideration and a bar graph is shown below.

Long Lasting Wide range Impressive Feel fresh

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

4 3.9

2.9

4.4

#igure )& Cutomer Pre%eren$e


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#eature Average $ore

9ong lasting fragrance <

Wide range ?.B

$mpress others 5.B

!eel fresh


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Eence, when customers want to try something new in the market, they try to switch from old

brand and try a new brand. Such customers may or may not return to your brand again and

hence they will impact your bottom2line. arious advertisements also may persuade customers toshift to other brands. !or an established brand, shifting will be easy to handle. "ut it also depends

Tendency of customers to buy other brands(

+ustomers who may shift to

other brandsF

+ustomers who may not

shift to other brands<

"able *& "enden$y o% $utomer to buy other brand&

on type of product. As in consumer goods it is tough to convince customers to stick to same

brand and products. So brands come up with new advertisements so that it always remindscustomers about the product. +onsumer goods are those that are produced and subse#uently purchased to satisfy the current wants and perceived needs of the buyer. +onsumer durable goods

have a significant life span.

Seller&

)rice margin is about 1& 2 1>=.

And most of the times customers had a very good opinion on !ogg and therefore had a positive

feedback. < to > bottles are maintained as a buffer stock and which will help sellers to meet the

demand at any given point of time. "uffer stock is necessary because placing and e:ecution of anorder from the distributor takes time. And customers are not ready to listen to word out of stock

these days from a retailer. $f it happens, retailer not only loses the current sale, but also loses on

future sale. As the customer is dissatisfied with the service, and customer will not consider thisretailer for the ne:t purchase.

$nstore design and promotions in most of the cases it is suggested by brand promoter. Allthe re#uire promotion material such as banners, sample bottles are provided by the promoter.

And it is the duty of retailer to maintain proper shelf space for the !ogg and all the promotion

material are used in a proper way.

+ustomer #ueries need to be addressed #uickly. $f not resolved properly can lead tolosing of customers and competitors are ready to grab the share. Staff need to be well trained for

better customer service in the store.

When customers are not happy they usually won%t complain instead they will probably

complain to @ust about everyone else they know G and take their business to the competition ne:ttime.

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CHALLENGES FACED

1. 9anguage G some sellers are not responding5. Detailers are not willing to reveal the facts C confidential details

?. Detailers are in a opinion that we are killing their precious business hours


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Threats

1. *eodorants sales are seasonal. -a:imum sales happen in the summer months

5. +ompetition from )remium Segment *eodorants like "urberry, "ody Shop

+ompetitors

1. A:e *eodorant5. Jatak

?. -anhunt *eodorant

. Hngage *eodorant

-elating to banking&

Service offered to customer should be of best #uality. +ustomers do not need e:cuses as

they will be looking for a solution. "anker or a retailer who can tailor the needs of customerseffectively will be preferred by customers. Hffectively and efficiently implies finding the solution

within time and at affordable price. $n a world of many choices, customers do not have to come

and complain. $nstead they will calmly shift to other bank.So a bank should constantly work to improve #uality of services by training employees

and put robust systems in place to ensure service delivery in time with minimal errors

CONCLUSION

)roducts that are of same price such as deodorants face huge competition from other

brands as well. So, it could be better to continuously innovate C advertise through various

communication channels.Therefore, choice of a deodorant purchase can also be based on word of mouth and

followed by a reason. $t is also understood that consumers at some point in time take the inputs,

analye and allows information to be processed, with respect to attributes of such as price, style being very important. So other alternative choices are also evaluated based on same attributes.

Eence, there is a chance that consumers look for high value for the price they are paying.

The study of all these insights becomes critical to understand marketing and consumer behavior. )rice and understanding preferences both are two important aspects that a marketer

needs to work more in the $ndian customers% conte:t. +onsumers are more informed C more

privileged if both of these two are more relatively @ustified.

"ecause they are most common preferences across groups at the same time it is important

to manage perceptions and how they take messages that are been communicated throughdifferent medium.

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Final Report Group3 SectionA