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WILDSTONE DEODORANT

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by

indra bhanu

on 30 December 2014

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Transcript of WILDSTONE DEODORANT

THANK YOU.
MISSION STATEMENT
4P's of WILDSTONE Deo
WILDSTONE Deodorant
COMPANY PROFILE
INDUSTRY: McNROE Consumer Products Private Ltd.

FOUNDED: 1993
( Wildstone was launched in 2005.)

HEADQUARTER: KOLKATA, INDIA

KEY PLAYER: MR. N.K. DAGA

PRODUCTS: Deodorants, perfumes, soap, talcum powder and shaving cream.










To fulfill the personal grooming and hygiene needs of the consumer by providing innovative, quality and value for money products.

Product
VARIETY: WIDE RANGE OF FRAGRANCES.
QUALITY: DERMATOLOGICAL TESTING, NO SIDE EFFECTS.
PACKAGING: DISTINCTIVE METAL LID CAN COVER.
DESIGN: SEDUCTIVE LOOK & MINIMISE DEODRANT LEAKAGE.
Price
PRICE AROUND 156-250
PRICING DONE CONSIDERING MIDDLE MAN INCOME, HELPS IN GAINING MARKET PENETRATION.
Promotion
360 DEGREE BRANDING EFFORT AROUND CENTRAL IDEA OF SEDUCTION.
ONLINE INITIATIVES.
EXTENSIVE TELEVISION ADVERTISING.

Place
STRONG MARKET & LOGISTICS NETWORK.
ONLINE & OFFLINE AVAILABILITY.

Target
Customer
Intended
Positioning
COMPETITIVE ANALYSIS
MARKET LEADER
FOGG
MARKET CHALLENGER
WILDSTONE
MARKET FOLLOWER
AXE
MARKET NICHER
ENGAGE, ZATAK, PLAYBOY, PARK AVENUE

PORTFOLIO MATRIX
STAR
WILDSTONE DEO
PROBLEM CHILD
WILDSTONE SOAP, TALC,
Perfume.

CASH COW
DOG
WILDSTONE AFTER SHAVE
Strengths
AFFORDABLE PRICE.
EXCELLENT ADVERTISING & BRANDING, YOUTH ATTRACTING THEME.
GOOD DISTRIBUTION & PROMOTION.

Weaknesses
ONLY AT URBAN MARKET.
SUBLIMINAL PUBLICITY DOES NOT EXIST.


EXPANSION INTO RURAL MARKET .
CREATE NEW PRODUCT LINE TARGETING FEMALE CUSTOMERS.


EMERGING OTHER PLAYER WITH LESSER PRICE
FOLLOWING INTO THE SHOES OF COMPETITORS

SWOT Analysis
Opportunities
Threats

ANSOFF MATRIX
MARKET PENETRATION:

WILDSTONE GREEN, HYDRA, MUSK, etc.

PRODUCT DEVELOPMENT

DIVERSIFICATION:

WILDSTONE RED

MARKET DEVELOPMENT

POD'S
WEAPONS OF SEDUCTION
ATTRACTION QUOTIENT
NO GAS

POP'S
ANTI-ODOUR
STRONG FRAGRANCE
DERMATOLOGICAL TESTED

REVISED ANSOFF MATRIX
MARKET PENETRATION

PRODUCT DEVELOPMENT:

50-60ml BOTTLE
DIVERSIFICATION:

FRAGRANCE FOR TARGETING WOMEN

MARKET DEVELOPMENT:

GAS FREE DEO FOR OFFICE GOERS.
50-60ml BOTTLE

INDIA- A Sub-Tropical Country. Deodorant- A Crucial Grooming Product.

Market has grown from 103Cr. in 2003 to 2300Cr. in 2014.

With a current growth of 30%, the growth in rural markets is 29%, which account for a tenth of sales. 31% of the market is accounted for by women's deodorants. In next 9 years, 75% urban citizens and 10% rural citizens would be using deodorants.

Changing socio-economic fabric and women empowerment major factor for deodorant revolution.

Deodorants predominantly a male grooming product, but expansion into the women's segment underway.
4P's of Fogg Deo
Product
VARIETY: WIDE RANGE OF FRAGRANCES.
QUALITY: DERMATOLOGICAL TESTING, NO SIDE EFFECTS.
SLEEK DESIGN OF METALLIC CAN.
Price
SUBSTITUTE FOR EXPENSIVE COLOGNE & PERFUME.
PRICE AROUND 180-275.
PRICING DONE CONSIDERING “UPPER MIDDLE MAN” INCOME, HELPS IN GAINING MARKET PENETRATION.
Promotion
FOCUSED ABOUT ITS ONLY EXTRA FEATURES “NO GAS, ONLY SPRAY”.
EXTENSIVE TELEVISION ADVERTISING.

Place
RELIABLE URBAN MARKET.
ONLINE AVAILABILITY.

REVISED 4P's of WILDSTONE Deo TO BECOME MARKET LEADER.
Product
VARIETY: NEW RANGE OF FRAGRANCE FOR FEMALE.
QUALITY: NEW ANTI-BACTERIAL PROPERTY.
PACKAGING: 50-60ML BOTTLE AS “CARRY IN” ACCESSORIES.
SLEEK DESIGN OF METALLIC CAN.
Price
PRICE RANGE STARTING FROM 100-250.
PRICING DONE CONSIDERING LOWER INCOME GROUP, HELPS IN GAINING MARKET PENETRATION & MARKET DEVELOPMENT.
Promotion
CENTRAL IDEA OF STYLISH GENERATION.
EXTENSIVE TELEVISION ADVERTISING.
PERSONAL SELLING.
PUBLIC RELATION.
FREE SAMPLING.
FOCUS ON ‘NEW THEMES’ OF ADVERTISING.

Place
CONCENTRATING ON NEW CHANNELS OF ADVERTISEMENT & DISTRIBUTION.
RURAL MARKET DEVELOPMENT.
OFFLINE AVAILABILITY.

Target
Customer
Intended
Positioning
STP
Target

Target the female urban youth, new rural market & for male both urban & rural market.
Positioning
Wild stone is a traditionally cool, style accessory of the family.
Focuses on portraying Indian sensuality in traditional way.
Focus on presenting the product as a daily use commodity rather than the style statement of only youths.
BY:-
GROUP 4
DIVYA SHRUTI
GAURAV ANAND
ASHWARYA YAGNIK
SONAM KUMARI SHARMA
INDRABHANU PRIYADARSHI

Segmentation
Geographic
Urban & Rural
Demographic
Age- 16 to 35
Gender- Male & Female
Income Group- Middle, Upper Lower.

Behavioral
Occasion- Regular
Benefits- Economic & Quality
Brand Loyalty- High
User Rate- Medium
Psychographic
Life-style: Outdoor-Oriented.
Personality: Fashion-Oriented, Trendy.
"The
Smell Culture
is Evolving."
Fun
Fact
The new tagline
What sort of games would Wild Stone play, if a man?

Out of 120, 48 responded
Fun Fact
The fragrances for Wild Stone are unique, sophisticated and are especially developed by renowned perfumeries in France, keeping in mind the sensibilities of emerging youth.
Which of the activities will the Wild Stone man enjoys the most?
Out of 120, 64 responded
BLIND DATE
"THE CENTRAL IDEA"......
"it happens..."
gives a message that Wild Stone man doesn't have to
"Try Too Hard”.
"RIVER RAFTING"
CONTROVERSIAL
Full transcript