Park AvenueDeodorants

By,Ashish Kumar

PGP30013Ashish.kumarr@Hotmail.co

mBM-Sec A

#7054624995

Park Avenue Deodorants• 2nd highest market share in the

deodorant industry with Market Share of 7.7%• Positioning is done targeting

the male population• Brand Extension of Park Avenue

which is an extension of Raymond Group• Manufactured by J.K. Helene

Curtis Ltd.

Park Avenue Deodorants

Tagline:

“Deep down we’re all a little alpha”

Park Avenue Deodorants• Range• Park Avenue Classical range – 9 variants• Park Avenue Signature range – 4 variants

Park Avenue Deodorants

• Offering• Defense against Body odor• Essences from nature• Long hours of freshness

• Prices• 190-250 for 150 ml

Park Avenue

• 1986 Raymond Introduced Park Avenue to offer men "Complete Wardrobe Dressing Solutions".

Park Avenue

• The name "PARK AVENUE" was influenced by an elite, high street in Manhattan • One of the most

prestigious brands in the Raymond Apparel Ltd. portfolio.

Park Avenue

•  Park Avenue has entered its 25th year and is among India's leading Men's "Ready Made Garment" brand• It enjoyed the Raymond

Heritage and took the values of trust, integrity, quality, excellence

Park Avenue

•  Launched Women's range in 2007 catering to the need in the western formal wear segment

Park Avenue

• Park Avenue boosts of a wide distribution network with presence in more than 580 'The Raymond Shops', 28 Exclusive Brand Stores, 5 Exclusive Woman brand stores, more than 250 Multi-Brand Outlets. • Park Avenue also enjoy its

presence in Large Format Stores Like Shoppers Stop, Lifestyle, and Central

Park Avenue

• Park Avenue beliefs in offering high standard customer service & delight• Park Avenue Exclusive

Brand outlets are equipped trained sales staff to help & guide customers, with a warm & friendly ambience

J.K. Helene Curtis Ltd.• Established in 1964, J.K.

Helene Curtis Limited is a part of the Raymond Group in India• Value: CONSUMER DELIGHT

and QUALITY and LIFESTYLE products• Aim: "We as a family aim to

provide CONSUMER SURPLUS within ARM'S LENGTH OF DESIRE.“• Vision: BEST IN CLASS

J.K. Helene Curtis Ltd.• Brands• Park Avenue• Premium• Tru Tone

J.K. Helene Curtis Ltd.

• Market leaders in the Room Freshener and Eau De Cologne categories• Strength: Ability to build

world class quality brands• Among the top players in

categories such as Perfume Sprays, Body Deodorants

Market Size of Deodorant Industry

• The current market size is $493.3 million in India

Market Share of Park Avenue

• 2rd Largest market share in deodorant industry• 7.7% of market share

i.e. $37.98 million

Fogg

Park Avenue

Axe/Lynx/Ego

Engage

Set Wet

Eva

Nivea

Nike

Fa

Spinz

Dove

Old Spice

0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00

2014 % Market Share

% Market Share

Bra

nds

Market Growth of Industry

2012 2013 20140

50

100

150

200

250

300

350

400

450

249

319

393.6

Deodorant Industry

Year

Mark

et

Siz

e($

mn)

Year % Market Share

2012 249.0

2013 319.0

2014 393.6

Market Growth of Park Avenue

Year % Market Share

2012 2.3

2013 3.8

2014 7.72012 2013 2014

0

1

2

3

4

5

6

7

8

9

2.3

3.8

7.7

Park Avenue Deodorants

Year

% M

ark

et

Sh

are

4 P’s

• Product: Park Avenue deodorants offers long lasting fragrance and freshness• It comes in two

ranges• Classic Range ( 9

Variants)• Signature Range ( 4

Variants)

4 P’s

•Price: • Classic Range: Rs. 190.00-195.00 for 150ml/100g bottle

• Signature Range: Rs. 234.00-257.00 for 150 ml/100g bottle

4 P’s

• Place: Available at all ‘The Raymond Shop’ across India. Except I.Q. all other deodorants of PARK AVENUE brand could be purchased from established retailers e.g. BIG BAZAAR (PANTALOONS RETAIL INDIA LIMITED).

4 P’s• Promotion: The

company has launched various advertising campaign to increase the awareness among consumers.

E.g. Tagline : “A man marks his territory”

URL : https://www.youtube.com/watch?v=VACYGAQ8Tqg

Positioning• The brand has mainly

targeted Male customers

• Positioned as a manly and long lasting fragrance

• In addition to this different range of deodorant have their own positioning targeting consumers of different mindsets

Tagline:

Deep down we’re all a little alpha

Positioning• Classic Range

• Storm (Tagline: energetic, suave, cool, the star’s fragrance)

• Horizon (Tagline: airy, oceanic, profound, the traveler’s fragrance)

• Alpha (Tagline: precise, strong, ahead, the director’s fragrance)

• Cool Blue (Tagline: calm, smooth, breezy, the temperate fragrance)

• Tranquil (Tagline: serene, august, relaxed, the sailor’s fragrance)

• Cruise (Tagline: fresh, wavy, soothing, the explorer’s fragrance)

• Good Morning (Tagline: rejuvenating, prim, composed, the enigmatic fragrance)

• 8. I.Q. (Tagline: vibrant, winsome, fast, the torchbearer’s fragrance)

• Believe (Tagline: A man marks his own territory, versetile)

Positioning• Signature Range:

• Jazz (Tagline: A aromatic and delicate fragrance that carves its way through)

• Zing (Tagline: A elegant and masculine fragrance that accentuates your identity)

• Voyage (Tagline: Fragrance for men to seek to conquer frontiers)

• AlterEgo (Tagline: Aroma that sinks with every mood, soul mate for your personality, compliments the many lives you live)

References• http://www.portal.euromonitor.com/portal/statistics/tab• http://parkavenue.co.in/MC/the-company.htm• https://

www.facebook.com/pages/Park-Avenue-Deodorants/196382097122057?sk=timeline

• http://www.business-standard.com/article/management/park-avenue-s-deodorant-mist-grows-slow-steady-114060901046_1.html

• http://www.afaqs.com/interviews/index.html?id=411_Seduction-is-not-the-only-motivation-of-a-man-Raja-Chakraborty-Park-Avenue-Deodorant

• http://www.slideshare.net/Flgnsngh3/deodorant-industry-in-india141105fs• http://

www.afaqs.com/interviews/index.html?id=411_Seduction-is-not-the-only-motivation-of-a-man-Raja-Chakraborty-Park-Avenue-Deodorant

• http://www.raymondindia.com/grp_jkhc.asp#.VZZnLscapYg• http://www.slideshare.net/MohdDanishHasan/park-avenue-project-report• http://www.raymondindia.com/ir_fr.asp#.VZ-GkccapYg

Thank You