Marketing Management Assignment on Secret Temptation
INTRODUCTIONBrand : Tagline: Company :
Secret Temptations Sorry Boys McNroe Chemicals
Brand was launched in 2009. Marketed by Future Brands which is
the brandconsultancy division of the Future Group. Amongst the top
3 brands in brand recall in the female deodorant category. Secret
Temptations is a popular brand in Eastern India. Rated amongst the
top three brands in the deodorant category.
PRODUCT VARIANTSThey introduced 5 new variants, with the
following concepts: Candy For the girl who's a child all over
again! Curve For the girl who always knows how to find her way
around people! Neon For the girl who's an electrifying storehouse
of energy! Shes hard to control! Blast For the girl with vivacity,
with a blast of energy, confidence, and mischief! Gypsy For the
girl who isn't a rebel. For the free-spirited flower-power gypsy
PRODUCT DESIGN It
comes in a fluorescent coloured aluminium can with a white
transparent detachable cap at the top. It is quite travel friendly
and can be put in the purse and it wont take much space. The
products cap is quite tight and it wont come off on its own so no
worries of leaking etc. The spray is quite nicely designed, it is
cut out in circular part at the top to unite it with the fingers
shape and help in nice strong grip.
TARGETING GRIDSecret Temptations is targeting the teens and
young girls of 16-24 years of age.
M1 P1 P2 P3
POSITIONINGThe brand also has a cool tagline " Sorry Boys" which
is inline with the positioning of the brand. While most of the
female personal grooming brands are centered around the concept of
"impressing guys" theme, it is refreshing to see a brand towing a
different path - girls playing " hard to get".
BRAND VS. COMPETITORSMajor competitors of Secret Temptation in
market is Rexona, Cuticura, Fa and Spinz. None of these players are
as aggressive as Secret Temptation in terms of brand building and
promotions. The leader Rexona is complacent and it gives an
opportunity for a challenger brand like Secret Temptations to make
a place of itself in the Indian market. The market is flood with
imported brands and the threat to Indian brands are from these
imports rather than the domestic competition.
PLC OF SECRET TEMPTATION They target to 16-24 year old girls.
Came in market with five fragrances in the deodorant category. Came
to market in an affordable price.
Product quality and price is liked by targeted customer.
Promoting product by launching onground activities. Rated amongst
the top three brands in the deodorant category, it holds a 2.9%
MARKETING STRATEGIESSecret Temptations Deo Spray launched its
first on-ground initiative 'Despo Knockout' on January 24, 2010. It
was held in Delhi, Mumbai and Bengaluru across 20 colleges in each
of the cities. In order to promote this event, Secret Temptations
also joined hands with Fever FM in Delhi, and Big FM in Mumbai and
Bengaluru. Apart from this, a website has also been created so that
girls can take part in the forum and express their views.
MARKETING STRATEGIESThey caters to young women, with the tagline
for the brand is 'Sorry Boys'. The on-ground 'Despo Knockout'
activity is an extension of this tagline. The overall marketing
budget allocated by Future Brands for Secret Temptations is Rs 15
crore, and a significant amount has been allocated for on-ground
initiatives. Secret Temptations will also be organising other
activities in colleges such as game shows, competitions, debates
and many more. They will be distributing goody bags and gifts to
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