exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to aid advertisers and media agencies to understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Perfume/Deodorant as a category.
Indian deodorant market has witnessed a CAGR of about 18% since 2014. Deodorant industry is highly fragmented & there is no brand loyalty. More than 500 types of deodorants belonging to over 300 brands are available in the market today.
Deodorant comes under personal care category, but unlike the norm in personal care, which is generally dominated by women; deodorant market is dominated by men. Around 69 % of the market is controlled by men’s deodorant products, and this category is evolving along with change is consumer attitudes & lifestyle. Though the number of brands available are more in number in terms of advertisement volumes across different mediums, Hindustan Lever Ltd. followed by Vini Products, Adjavis Venture Pvt. Ltd & ITC Ltd are among the dominant players in this category.
Let's look at the advertisement volumes across different mediums:
Advertisements duration of product group Perfume/Deodorant has increased over the years since 2011 till 2015.
The maximum growth witnessed was in 2013, which was 39%, followed by 30% in 2015.
Over the years, in terms of advertisement duration, Hindustan Lever Ltd. & Vini Products are the only two advertisers which prefer to promote on Television platform consistently. Since 2013, promotional focus on Television has increased for Adjasvis Venture Pvt. Ltd. & ITC Ltd.
AXE (HLL), FOGG (Vini Products), Layerr (Adjasvis Venture) & Engage Deo (ITC Ltd.) are among heavily promoted brands on television by top advertisers.
It is observed that since 2012 FOGG has increased the promotions tremendously.
FOGG overtook AXE in terms of television promotion in 2012, 2014 & 2015. AXE increased promotions in 2015 in order to compete with FOGG & other competitors.
Advertisements for Layerr & Engage Deo have been introduced since 2013 and the brands have increased their promotion steadily on Television over the years.
Preferred TV channels
When it comes to FOGG Vs AXE, both brands chose to promote on South Regional channels, Hindi movies channels & music channels.
But FOGG has done more promotions on sports genre whose core TG is male population & on infotainment genres, on the other hand threshold levels of AXE promotions are very less on these two genres as compared with FOGG.
Majority of the promotions for FOGG are done on Neo Prime, New Sports, Sony Six & Star Sports.
Similarly Layerr is also doing promotions on infotainment genre which is missed by Engage.
Unlike the Television platform, Hindustan Lever Ltd. & Vini Products do not prefer to promote on the Print platform. Vini Products does not promote on Print platform at all, whereas Hindustan Lever Ltd. hasn't been consistent in terms of promotion on Print platform.
Let's look at the overall trend of promotional volumes of Perfume/Deodorant category. In 2014, tremendous growth was witnessed under this category.
Year on Year trend indicates that in 2014 promotions under the Perfume/Deodorant category increased by almost 132%. Growth in 2014 was mainly driven by Provogue Personal Care Pvt Ltd.
In 2014, Provogue launched a new variant named as Provogue Dark Affair. Out of promotional volume of 639 (000) SQCM, Provogue Dark Affair alone got 224 (000) SQCM.
In 2014, primary focus markets targeted by Provogue were Maharashtra & Karnataka with 160 & 150 (000) SQCM respectively.
In 2015, Perfume/Deodorant category was dominated by Provogue Personal Care Pvt Ltd and Vanesa Herbal Pvt Ltd & Hindustan Lever Ltd.
In 2015, among these advertisers, Provogue dropped their advertisement volumes but Vanesa Herbal & Hindustan Lever Ltd. increased promotions tremendously. Vanesa Envy 1000 & AXE Signature are the only two brands which were promoted specifically in 2015 by the two advertisers respectively.
In case of AXE Signature, 47% print promotions were concentrated in Maharashtra (31%) & West Bengal (16%). On the other hand Vanesa Envy 1000 was promoted in Rajasthan, Madhya Pradesh & Punjab.
Number of Perfume/Deodorant advertisers present on Radio are lesser as compared to Television & Print.
In 2015, 58% of the promotions done on Radio were of Provogue Personal Care Pvt Ltd followed by Nivea India Pvt Ltd (26%). Provogue has focused promotions of Provogue Deodorants whereas Nivea has focused on Nivea Deodorants & Nivea Men Body Deodorizer.
Provogue increased promotions on all the Radio Mirchi stations except the South Indian region . Also Provogue stopped promotions on Radio Mirchi South Indian Radio stations in 2015 as compared to 2014.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx & http://www.mbaskool.com/business-articles
Period: Jan' 2011 to Dec'2015