A Study on Customer Perceptions of Leading Deodorant Brands in Kolkata:

Engage and Fogg

By RUPAI BHADRA ENROLLMENT NO: 010113043

PGPM 13

A Dissertation

Submitted to the Faculty ofGlobsyn Business School in Partial Fulfilment of the Requirements

For the Post Graduate Program in Management – 13

A Study on Customer Perceptions of Leading Deodorant Brands in Kolkata:

Engage and Fogg

By RUPAI BHADRA

PGPM-13

Approved:

________________________________

Prof. Kaveri Narang

Internal Guide

Senior Lecturer (Marketing)

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CERTIFICATE FROM INTERNAL GUIDE

Date:

The Director,Globsyn Business SchoolXI-11 & 12, Block – EP, Sector –VSalt Lake Electronics ComplexKolkata 700091West BengalINDIA

Dear Sir,

Sub: Candidate for Post Graduate Program in Management

I have the pleasure of forwarding the following project dissertation on “A Study on Customer Perceptions of Leading Deodorant Brands in Kolkata: Engage and Fogg”

1. Name of the candidate: Rupai Bhadra2. Title of Study: “A STUDY ON CUSTOMER PERCEPTIONS OF LEADING DEODORANT

BRANDS IN KOLKATA: ENGAGE AND FOGG”3. Date of submission: 4. Specialization field: Marketing5. Pages in study:

I further certify the following: 1. The candidate has completed the work to my satisfaction 2. This is an original work of the candidate and to best of my knowledge has not

been published anywhere else3. The use of existing works have been duly acknowledged4. The candidate has spent a minimum of 30 hours while conducting the study

The dissertation may now be evaluated for the purpose of awarding Postgraduate Diploma.

Yours sincerely, Internal Guide

Kaveri Narang

3

DECLARATION OF ORIGINALITY

This is to declare that the work is entirely my own and not of any other person, unless explicitly acknowledged (including citation of published and unpublished sources).

The work has not previously been submitted in any form to Globsyn Business School, or to any other institution for assessment for any other purpose.

I further declare that I have devoted a minimum of 30 hours to study the topic.

Name: RUPAI BHADRA

Enrolment Number: 010113043

Signed:

Date:

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ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance & encouragement of other people. This one is certainly no exception.”

On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards all the personages who have helped me in this endeavor. Without their active guidance, help, cooperation & encouragement, I would not have made headway in the project.

I am ineffably indebted to Prof. Kaveri Narang for conscientious guidance and encouragement to accomplish this assignment. I am extremely thankful and pay my gratitude to my faculty Prof. Kaveri Narang for her valuable guidance and support on completion of this project in it’s presently.

I extend my gratitude to Globsyn Business School for giving me this opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and member of my family, who has always supported me morally as well as economically.

At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this dissertation.

Thanking You

Rupai Bhadra

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TABLE OF CONTENTS

CONTENTS PAGE NO:

1. APPROVAL NOTE ------------------------------------------------------ 2

2. CERTIFICATE FROM INTERNAL GUIDE -------------------------- 3

3. DECLARATION OF ORIGINALITY ---------------------------------- 4

4. ACKNOWLEDGEMENT ------------------------------------------------ 5

5. TABLE OF CONTENTS ------------------------------------------------- 6

6. LIST OF FIGURES -------------------------------------------------------- 7

7. ABSTRACT ---------------------------------------------------------------- 8

8. CHAPTER 1: INTRODUCTION ---------------------------------------- 9-11

9. CHAPTER 2: LITERATURE REVIEW -------------------------------- 12-14

10. CHAPTER 3: DATA AND FINDINGS -------------------------------- 15-30

11. CHAPTER 4: CONCLUSION ------------------------------------------- 31

12. CHAPTER 5: LIMITATION --------------------------------------------- 32

13. CHAPTER 6: RECOMMENDATIONS --------------------------------- 33

14. REFERENCES -------------------------------------------------------------- 34

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LIST OF FIGURES

FIGURE PAGE NO

Table 1 & Chart 1 --------------------------------------------------------- 16

Table 2 & Chart 2 --------------------------------------------------------- 16

Table 3 & Chart 3 --------------------------------------------------------- 17

Table 4 & Chart 4 --------------------------------------------------------- 18

Table 5 & Chart 5 --------------------------------------------------------- 19

Table 6 & Chart 6 --------------------------------------------------------- 20

Table 7 & Chart 7 --------------------------------------------------------- 21

Table 8 & Chart 8 --------------------------------------------------------- 22

Table 9 & Chart 9 --------------------------------------------------------- 23

Table 10 & Chart 10 --------------------------------------------------------- 24

Table 11 & Chart 11 --------------------------------------------------------- 25

Table 12 & Chart 12 --------------------------------------------------------- 26

Table 13 & Chart 13 --------------------------------------------------------- 26

Table 14 & Chart 14 --------------------------------------------------------- 27

Table 15 & Chart 15 --------------------------------------------------------- 28

Table 16 & Chart 16 --------------------------------------------------------- 29

Table 17 & Chart 17 --------------------------------------------------------- 30

Table 18 & Chart 18 --------------------------------------------------------- 30

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ABSTRACT

The marketing scenario in India has undergone vast change since 1991 due to the economic reforms. Post-liberalization, competition intensified in every product line and market, which forced brands to redefine their norms of existence in all industries. In the FMCG industry, especially in deodorant sector there has been severe competition among the MNCs, national and local players. The deodorant can be divided into three customer segments: Female, Male and Teenager. In this scenario, it is very important for marketers to know the consumer behavior with respect to deodorant, which will be very useful in adopting suitable strategies. This research paper attempts to analyze the brand loyalty, satisfaction, awareness, and switching behavior of consumers regarding deodorants.It also examines the factors influencing brand choices. As they say, brand name hardly matters when it comes to deodorant, but consumers are becoming more brands loyal with these products. Since, a deodorant product comes under personal care products division, consumers has taken it as significant part of their life. Those brands, with which a consumer can connect their self, are the most preferred brand.

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CHAPTER: 1 INTRODUCTION

1.1. STUDY BACKGROUNDIndia has witnessed exponential growth in the last two decades post liberalization, which in turn led to a sharp increase in the income of the middle class & lower middle class segment, which ultimately lead to the increase in discretionary spending. Indian deodorant market has witnessed a CAGR of about 18 % last year, and over 20 % since the last 5 years.

There has been an upsurge in demand from small cities owning to change in lifestyle & aspiration of middle class; Deodorant companies are now shifting their focus from large metro cities and exploring other markets and gearing up to launch a range of affordable deodorants, perfumes and colognes during summers. Deodorant industry is highly fragmented & there is no brand loyalty. More than 500 type of deodorant are available of more than 300 brands.

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. Men generally work outdoors for long hours in hot & humid conditions. Hence, Men require deodorant to keep them fresh throughout the day. Deodorants are of two types Perfume passed deodorants & Antiperspirant. Around 69 % of the market is controlled by Men’s deodorant products, and this category is evolving along with change is consumer attitude & lifestyle. Besides deodorant, high-end perfumes in the men category are also doing considerably well due to the growing urge among urbane Indian males to stay well-groomed.

There are limited options for women but the segment is growing rapidly, as women have started switching to deodorants from Talcum Powder as well as perfumes. Women segment is still an untapped category with enormous growth potential. Indian women have traditionally preferred perfumes to deodorants, but this is changing slowly. Hindustan Unilever is one of the largest players in deodorant market & has products like Axe, Rexona and Dove.

The number Uno position of HUL has been challenged by Vini cosmetics which is promoted by Darshan Patel. FOGG has a unique positioning, as it is high on fragrance & it uses a non-aerosol pump which does not require gas. Hence FOGG does not vaporize easily and linger when sprayed on - overall a value for money proposition. FOGG has turned this factor into a marketing pitch. FOGG has more number of sprays per bottle as compared to any of its competitor, which has been communicated effectively to the consumer through the Brand communication efforts. During the initial launch, FOGG was more than 15 % expensive than its competitors. This gap between FOGG & its competitors has reduced to 7-8 %, as most of the competitors have increased prices.

FOGG with its unique selling proposition and has cleverly managed to tap into the needs & aspirations of youth. It seems to be delivering on the value quotient and it liked by the customers. FOGG has also diversified in the women’s category by launching FOGG delicious for women. This functionality of FOGG , more number of sprays in a bottle struck a chord with the consumer in an inflationary environment. FOGG has a differentiated value

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proposition from all its competitors. It has a effective advertising strategy and branding targeting the youth

VINI outsources manufacturing for all its products, including its most popular band FOGG. This allows the company to focus on its core competency, marketing the product. VINI has been able to create & maintain a sustainable competitive advantage. Vini Cosmetics through its unique positioning and value proposition has been able to attract consumers and fulfill their aspirations.

The fall of Axe from the number Uno position has been due to many factors, the positioning of Axe as a chick magnet & helping men be attractive to women, has been copied by many Me too brands like wild stone . AXE generally had saucy ads showing barely clothed women throwing themselves at men. Axe advertisement which showed angels dropping from the skies when a man uses AXE, was not considered appealing by the Indian consumers.

Axe has now launched a new advertisement of Boat party, The AXE Boat Party is all set to make its India debut in Goa, and it has stuck a chord with customers. More than 2.5 million customers have tried to register for the boat party. It remains to be seen whether the consumer interest will translate into the actual product sale.

The deodorant market is largely youth centered, who constitute the bulk of India's population. Deodorants are taking the place of talcum powder just the way tooth paste displaced tooth powder a long time ago. There are many little known companies that are churning out smell-good sprays for customers in smaller towns and rural areas, people from middle income & low income group also taking up deodorants. Given  the penetration of deodorant is still moderate and the consumption low ,as compared to the other developed countries,  We can say that  the deodorant market is still in a phase of growth. Deodorant industry has low entry barriers and good margins, which makes it one of the most sought after industry by Indian Personal care & Pharmacy companies.

Since there is very little brand loyalty, even new players can gain market share. Going forward, the brands that are able to drive penetration as well as usage would emerge as winners.

1.2. Brief Overview

Deodorants Market in India

The market was pegged at 283 crores in 2007 and it grew by a whopping 40% per annum to 1,521 crores by 2012 (Source: Outlook Business). The market now is estimated to be around 2,200 crores.

The market is growing at a handsome 15-20% per annum. At this rate, the market will touch Rs. 3,000 crores in 2017.

Only 16 out of 100 people use deo in metros and overall urban penetration is 10 out of 100. This offer a huge scope of growth in future. This is the reason every big and small company is entering this space.

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Male deo make up 70% of the market. Deo is still a man's product since men go out to work more than women. Deo for men are also costlier priced. The deo market is still a very urban phenomenon with almost 75% of sales taking place in top 20 cities of India. Delhi NCR contributes to 14% of India sales. These skews will come down as the market matures.

Market PotentialThe market seems to have tremendous potential for growth. The category will grow among men as penetration goes up. Women's deo will also show good growth. Rural, though small, is growing at around 30% p.a. and will become sizeable after 5 to 10 years. Looking at this potential, Marico, Emami and ITC have entered the category in the last few years apart from a plethora of local players. The market has around 500 brands and 986 variants as per one news report.

1.3. Aim & Objective:The main objective of the paper is to examine the competitive strategy adopted & focus by players. The following are the specific objectives of the study.

To identify the product attributes that influence the purchasing process

To assess the brand loyalty of consumers

To evaluate the satisfaction level of consumers with regard to their present deodorant brand

To assess the market share of different deodorant brands in the market segment taken up for investigation

To offer suggestions to FMCG companies

Deodorant industry is only industry where the product is a mass product. The deodorant market is littered over with several, leading national and global brands and a large number of small and local brands. Deodorant, despite their divergent brands, is not well differentiated by the consumers. This results in fragmented market and obviously leads to a highly competitive market. In deodorant market, strong brand equity and a wide distribution network are vital in attracting customers. Brand equities are built over a period of time by technological innovations, consistent high quality, aggressive advertisement and marketing. Availability of the products is another crucial success factor, as products are of small value, frequently purchased daily use items. So, there is always a chance of brand switching due to impulse buying. A deep insight of consumer brand loyalty and satisfaction can help marketers retain the existing customers and entice new ones. In this backdrop, this study is undertaken to examine the consumers' brand awareness, loyalty, and satisfaction towards toilet soaps. The factors influencing brand selection and brand switching are also assessed.

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CHAPTER: 2 LITERATURE REVIEWSuccess of FOGGTo be a market leader, the most important aspect is to understand consumer needs and then make them understand by comparing its utilities with their needs. In present market conditions, it takes years for a product to cement its place and compete with the existing brands. If we just imagine the scenario some years back, the only brand in deodorant market which we could remember was Axe. In less than a year axe, a market leader with market share of 18 % has been toppled by Fogg, taking a market share of 12% in short span of 2 years. Presently Axe, has even lost the 2nd spot and is on 3rd position in market share after Fogg and Park Avenue.

Axe, launched in India in 1999 and is a global brand available in 60 countries. Axe has consistently strengthened its imagery of a cool, iconic and youth brand. Fogg was launched in India in 2011 with a new concept of no gas and only perfume. The basic idea of Fogg was to tap a market gap and understand human psyche.

With Deodorant market today stands at 1500 crore, growing 5 folds in past 5 years. We would analyze both the brands with some parameters to have better understanding.

Image: company website

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COMPANY, TAGLINE AND USPFogg is a product of Vini Cosmetics with a punch tagline of “without gas body spray” and “again finished”. It came with a basic USP of long lasting fragrance and guaranteeing 800 sprays for a single Fogg bottle.

Axe a bi product of HUL limited mainly concentrated with advertisements usually broadcasted with Indian youth in mind. The angels dropping from the sky and dark temptation advertisements from Axe are tough to forget.

INNOVATION IN INDIABusinesses are successful if they prioritize consumer behavior and innovation. When all the Deodorants brands were coming with the same type of product, Vini cosmetics came up with a different type of product, a liquid based product instead of gas. The people of India have a common mindset of getting more for less capital. Fogg understood this human behavior and delivered a product in Indian market with demonstrating this product with only liquid and no gas. Axe, on the other hand was concentrating on more fragrances by keeping an image of cool and iconic brand.

 

STPFogg, identified distinct group of buyers as fashion oriented and trendy. It segmented the people who are willing to try new products with a common notion of getting more for less. The target group of Fogg was similar to other deodorant brands as young and middle class. The brand even targeted women by selling large varieties of women deodorants. The market share of Fogg in women deodorant segments has garnered share of around 10%. It positioned its product as a deodorant with only liquid and which lasts longer than any other deodorant in the market.

Axe, also segmented mainly students and bachelors with middle and upper middle income group with similar psychographic as outdoor-oriented and trendy. The target group of Axe was Males (18-30 years). It tried to target youngsters mind by showcasing the product which can attract girls. They targeted the audience presuming that Indians will adopt the foreign commercial easily. It positioned its product by continuously launching new fragrances with internet based marketing.

COMPONENTS OF MARKETING MIXFogg products were marketed with quantity, quality features and services. Axe was instead marketed with Brand Name, Packaging, and quality and mainly with variety.

The other component price of marketing was one of the special traits which made fogg initiate and secured its place as market leaders. Fogg kept its price at par with other deodorants and projected it as long lasting and more efficient.

Now the third component of marketing mix is place. Place components were almost the same for both the brands. Both concentrated on similar mediums such as channels, coverage and location.

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Now the last component of marketing mix promotion was the one which basically made the difference between the two brands. The basic aspects were different ways of advertising the product. Axe used adventurous marketing; fogg used a marketing formula of upgrading its own image by degrading the image of other deodorants.

 

MARKET STRATEGYVini Cosmetics, an Indian based firm strategized Fogg with an image which could directly strike the Indian psyche. They understood the market and came with a product which could set their image as a product with utilitarian use. Instead of having a same strategy of gas based product they tapped the Indian market with a deodorant full of liquid. It was never happened before that a similar product came with a similar idea.

One more important was advertising the product with a different angle. The theme of 85 % of the deodorant advertisements could be summed to hulk, foreign girls and the girl’s attraction after he sprays deodorant on his body. Fogg never advertised in this way. It projected itself with a product who values Indians by giving them product which can be utilized more in a similar price. The other aspect which Fogg concentrated was showing other deodorants as wasteful and with long lasting aroma.

The other area which Fogg tapped was women deodorant market. Axe was mainly concentrated on Men’s grooming products.

REVENUETotal Revenue for HUL is projected to be 30,170 crores in 2014-15. In 2000 crore deodorant market, Fogg is a leader with 12% market share. The revenue from Fogg is around 25 crores as compared to axe which decreased to less than 20 crores. Viewing these figures HUL at present scenario can’t proudly say Axe as a product which led the market few years back.

IMPACTSuccess of Fogg in such as short span of 2 years can be focused on two clusters, market performance and brand performance. The impact of the product can be realized by a simple fact that it surpassed the product which was launched more than a decade before Fogg came into the market. It would be wonderful to see in the future if HUL launch a similar product which values liquid more than gas or it will innovate the same product and make Axe reach a commanding position in coming years.

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CHAPTER 3: DATA & FINDINGS

Objectives of the Research

The main objective of the project is as follows:-

To understand the behavior pattern of consumers while buying deodorant. To find out which factor influences consumers more while purchasing the deodorant. To find out whether advertisements or promotional activities really affect a

purchasing decision or not.

Methodology

A well-structured questionnaire was prepared in which there were both open-ended question as well as close-ended questions.

Data collection: - Both primary as well as secondary data are used in the research process.

Sample size: - 56 Sampling technique: - Convenience sampling method was used to collect data. Sample Area : Kolkata

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Gender Classification of the RespondentsTable 1: -

Particulars No of RespondentsMale 28

Female 28Total 56

Chart 1: -

50.00%50.00%

MaleFemale

Usage of DeodorantTable 2: -

Particulars No of RespondentsYes 55No 1

Total 56

Chart 2: -

Yes; 55

No; 1

Analysis: From the survey it has been clearly analyzed that each and every respondent whether male or female uses deodorant daily. Therefore, there is huge scope and development for this industry.

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Completed Years of Age of the Respondents

Table 3:-

Age Group No. Of Respondents

Less than 20 years 0

20- 25 years 46

25- 30 years 10

More than 30 years 0

Total 56

Chart 3: -

82%

18% <2020-2526-30>30

Analysis: - Majority of the people is of age group of 20-25 years of age, while there is no respondent belonging to the age group less than 20 years and greater than 30 years.

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Category of Deodorant Prefer By RespondentsTable 4: -

Particulars No of respondents

Fogg 27

Engage 26

Secret Temptation 4

Dove 1

Eva 1

Sprinz 2

Yardley 7

Park Avenue 5

Other 13

Chart 4:-

Fogg Engage Secret Temptation

Dove Eva Spinz Yardley Park Avenue

Other0

5

10

15

20

25

30

27 26

41 1 2

75

13

Which Brand Deodorant do You use?

Analysis: ITC’s Engage secure 2nd position according to the responses followed by Fogg. So Engage is a Rival of Fogg.

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Factors Which a Consumer Choose While Purchasing a DeodorantTable 5:

Factors No of RespondentsTo feel Fresh 43You Like the fragrance 9To smell good 38To get rid out of sweat 9To kill bacteria 2Other 1

Chart 5:

To Feel Fresh

You Like the Fragrance

To Smell Good

To get rid out of Sweat

To kill bacteria

Other

0 5 10 15 20 25 30 35 40 45 50

43

9

38

9

2

1

Why do You use Deodorant?

Analysis: Male or Female both of them uses deodorant to feel fresh and also to smell good.

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How Frequently Deodorant use?Table 6:

Frequency No of respondentsOnce in a Day 21Twice in a day 28Thrice in a day 6In weekends 1Others 1

Total 56

Chart 6:

Once in a Day

Twice in a Day

Thrice in a Day

Weekends

Other

0 5 10 15 20 25 30

How Frequently Do You Use Deodorant?

Analysis:

Most of the respondents use deodorant twice in a day, to feel fresh and to smell good.

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When You Use Deodorant?Table 7:

When No of RespondentsIn Office 28In Collage 40In Party 29In Occasions 34Other 6

Chart 7:

In office

In Collage

In Party

In a Occation

Other

0 5 10 15 20 25 30 35 40 45

When You Use?

Analysis: People use deodorant in their work places, as most of the respondents are collage students they choose in collage they use deodorant.

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Category of Deodorant Variety Prefer By RespondentsTable 8:

Particulars No of respondents

Fogg 28

Engage 22

Secret Temptation 1

Dove 0

Eva 1

Sprinz 6

Yardley 5

Park Avenue 2

Other 11

Chart: 8

Fogg Engage Dove Sprinz Eva Temptation Park Avenue

Yardley Other0

5

10

15

20

25

30

Which One have the better Variety?

Analysis: Most of the respondents thought that Fogg have the better variety followed by Engage.

Medium of Advertisement Which Affects More22

Table 9:

Particular RespondentsTV Commercial 41News Paper 6Radio 1Friends, Family, etc.. 30Other 2

Chart: 9

TV Commercial

News Paper

Radio

Friends, Family, etc..

Other

0 5 10 15 20 25 30 35 40 45

From Where You Came To Know About The Product?

Analysis: TV commercials and Word of mouth influence more in purchasing a deodorant brand.

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From Where Do You Buy Deodorant?Table 10:

Particular RespondentOnline 7Kirana Stores 6Retail Stores 39Shopping Malls 30Other 2

Chart: 10

Online

Kirana Store

Cosmetic Shops

Shopping Malls

Other

0 5 10 15 20 25 30 35 40 45

From Where You Buy The Deodorant?

Analysis: Most Respondents buy deodorant from Cosmetic shops and shopping malls.

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Fogg Is Better Than EngageTable 11:

Action RespondentsStrongly Agree 13Moderately Agree 7Neither Agree nor Disagree 17Moderately Disagree 11Strongly Disagree 8

Chart: 11

Strongly Agree: 1

Modarately Agree: 2

Neither Agree nor Disagree: 3

Modarately Disagree: 4

Strongly Disagree: 5

0 2 4 6 8 10 12 14 16 18

Fogg is Better than Engage

Analysis: Most of the people (17 out of 56) say that they are neutral point of view about Fogg and Engage. So, there is not much differentiation between Fogg and Engage. But 13 people are strongly agreed that Fogg is better than Engage.

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Satisfied with FoggTable 12: Chart 12:

Strongly Agree: 1

Modarately Agree: 2

Neither Agree nor Disagree: 3

Modarately Disagree: 4

Strongly Disagree: 5

0 2 4 6 8 10 12 14

Satisfied With Fogg

Satisfied With Engage

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Action Respondents

Strongly Agree 12

Moderately Agree 11

Neither Agree nor Disagree 13

Moderately Disagree 10

Strongly Disagree 10

Table 13: Chart 13:

Strongly Agree: 1

Modarately Agree: 2

Neither Agree nor Disagree: 3

Modarately Disagree: 4

Strongly Disagree: 5

0 2 4 6 8 10 12 14 16 18 20

Satisfied With Engage

Analysis: From Table 12 most of the respondent (13 out of 56) neither satisfied nor dissatisfied with Fogg. And from Table 13 also we can see that most of the respondent neither satisfied nor dissatisfied with Engage. Because 14 out of 56 respondents are like Engage where as 12 out of 56 like Fogg. So, there are hardly any differences between Fogg and Engage.

How Frequently You Buy Deodorants?Table 14:

Particular RespondentsOnce in a month 28

Once in a two month 15

Once in a three month 8

27

Action Respondents

Strongly Agree 14

Moderately Agree 10

Neither Agree nor Disagree 18

Moderately Disagree 9

Strongly Disagree 5

Use more than 3 months 5

Chart: 14

Once in a Month

Once in a Two Month

Once in a Three month

Use more than 4 month

0 5 10 15 20 25 30

How Frequently You Buy the Deodorant?

Analysis: Most of the people buy deodorant once in a month, as they use deodorant daily.

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Which Engage Fragrance You Love The Most?Table 15:

Particular RespondentsEngage Rush & Blush 15Engage Mate & Spell 11Engage Urge & Tease 7Engage Drizzle & Frost 16Engage Trail & Jump 2Engage O'Whiff & Intensity 1Engage Tempt & Fuzz 10Engage Abandon & Awe 2Other 10 Chart: 15

Engage Rush & Blush

Engage Mate &

Spell

Engage Urge & Tease

Engage Drizzle &

Frost

Engage Trail & Jump

Engage O'Whiff & Intensity

Engage Tempt &

Fuzz

Engage Abandon &

Awe

Other02468

1012141618

Which Engage Fragrance You Love the most?

Analysis: Engage Drizzle & Frost and Engage Rush & Blush have demand in market. Most of the respondents are like to use these fragrances of ITC Engage.

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Which Fogg Fragrance You Love The Most?Table 16:

Particular ResponsesFogg Adventure Deo spray 15Fogg Ultimate Deo Spray 8Fogg Delicious Deo Spray 8Fogg Emperor Deo Spray 4Fogg Essence Deo Spray 5Fogg Emperial Deo Spray 5Fogg Marco Deo Spray 6Fogg Nepoleon Deo Spray 2Fogg Paradise Deo Spray 6Fogg Radiate Deo Spray 3Fogg Royal Deo Spray 8Other 10

Chart: 16

Fogg

Adventure

Deo sp

ray

Fogg

Ultimate Deo

Spray

Fogg

Delicio

us Deo

Spray

Fogg

Empero

r Deo

Spray

Fogg

Essen

ce Deo

Spray

Fogg

Emperi

al Deo

Spray

Fogg

Marco Deo

Spray

Fogg

Nepoleo

n Deo Sp

ray

Fogg

Paradise

Deo Sp

ray

Fogg

Radiat

e Deo

Spray

Fogg

Royal D

eo Sp

rayOther

02468

10121416

Which Fogg Fragrance You Love the most?

Analysis: Fogg Adventure Deo spray have demand in market, people like to use this Fragrance.

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Do You Recommend Fogg to Others?Table 17:

Particular RespondentYes 33No 23

Chart 17:

59%

41%

Do You Recommended Fogg to others?Yes No

Do You Recommend Engage to Others?Table 18:

Particular RespondentYes 35No 21

Chart 18:

62.50%

37.50%

Do You Recommend Engage to others?Yes No

Analysis: according to the responses 35 and 33 respondents out of 56 are like to recommend Engage and Fogg to others respectively. So, there is a huge competition between them, and people find hardly any differences between them.

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CHAPTER 4: CONCLUSION

There is a relation between age and the factors which affect buying behavior. It has been found that age is a major factor which affects buying behavior of consumer.

Young generation buys deodorant on the basis of the fragrant associated with it, whereas after a certain age people are more conscious about their health and when buying a deodorant hygiene factor is there on their top of mind

Advertising affects buying decision of a consumer as it has been seen that TV advertisements and Word of Mouth another factor that influence Consumer to make purchase decisions.

When sales promotional activities are there people are more attracted towards it as when asked, 40 out of 56 respondents said that promotional activities affects their purchasing decision.

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CHAPTER 5: LIMITATION

Here my study is limited to kolkata only except other locations of West Bengal. Even I can’t cover total kolkata Area, so my report can’t give a exact idea about Kolkata Market.

Respondents are busy in nature consumers were not cooperate to me to answer my questionnaires properly.

Inappropriate data from consumers.

Limited sample size may fail the inductive generalization.

People may hesitant to disclose the true fact of their thoughts.

Multiple answers in few questions which caused difficulty in proper data analysis.

The project was taken as a part of my dissertation, as the time was limited so the survey was confined to few people only.

Consumers were always keeps busy in their business, so some of them didn’t response.

We can’t consider that respondents are filling the questionnaire seriously; some may fill it for the sake of filling it.

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CHAPTER 6: RECOMMENDATION

According to the survey consumers find hardly any differences between Fogg from Vini Cosmetics and Engage from ITC Ltd. . Fogg only have the idea 800 spray No Gas, where Engage have the trusted Brand name. There is a neck to neck competition between them. So, according to the response we can recommend some solutions.

As Fogg is from Vini Cosmetics and Engage from ITC, where Engage have an advantage over Fogg. Because Engage is from a well known brand ITC. So, Fogg should be more visible to the customers.

Engage have a different attractive website, which have the details about the product. Where Fogg don’t have any website neither Vini Cosmetic have any website. So, Fogg must create a official website or Vini Cosmetics can also show their products on their official website.

Engage have an official facebook page, with 2, 96,473 likes, and 12.5k followers in twitter. Where Fogg neither have any official website nor even present in any social sites. So, Fogg should be present in social media, as most of the youngsters are using these social media, and they like to participate in events, so they can also arrange some online contest.

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CHAPTER 7: REFERENCEShttp://articles.economictimes.indiatimes.com/2014-07-14/news/51485063_1_itc-ltd-deodorant-market-market-share

http://timesofindia.indiatimes.com/business/india-business/Fogg-clouds-Axe-effect-rises-to-number-1-spot/articleshow/27493278.cms

http://www.mbaskool.com/business-articles/marketing/14138-fogg-deodorants-capturing-the-market.html

https://www.quora.com/unanswered/What-is-a-good-deodorant-to-go-with-Fogg-Envy-1000-Layer-Shot-or-Engage

http://www.business-standard.com/article/management/fogg-disrupts-deodorants-114011501176_1.html

http://www.business-standard.com/article/management/wild-stone-steps-into-fogg-s-domain-with-no-gas-variant-114082801198_1.html

http://viragbrand.blogspot.in/2014/03/no-gas-only-deo-by-foggnow-envy1000.html

http://adopinions.blogspot.in/2014/09/i-always-believed-that-if-you-have.html

http://www.engagedeo.com/

http://www.itcportal.com/businesses/fmcg/personal-care-products/Engage-Deo.aspx

http://itcportal.mobi/brands-microsite/engage.aspx

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