Essay on Vwvwrvwvwrv

1330 Words Sep 12th, 2015 6 Pages
#Think2Engage
“Wake up! Rohan! You are getting late to Office!” shouted Rohan’s Mother as the clock ticked nine. Rohan had been working till late last night and had slept around 3AM. As he woke up, he could not believe he had gulped nine cups of coffee to stay awake and trigger his grey cells.
There was a big task in hand and Rohan looked forward for an exciting day ahead.
Rohan was a fresh graduate from college and had joined ITC Limited in the FMCG Marketing function. ITC was amongst the largest organizations in India and was known for its approach and success in marketing. Rohan had aspired from day one to join ITC and it was a dream come true, thanks to his innovative approach to marketing which appealed to the selectors. Rohan
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Viz. Product,
Consumer experience, communication.
Being his first project after joining the organization, Rohan wanted to prove himself and sat down with a bunch of papers, pencil, a cup of coffee and his innovative thoughts.
Industry Overview: Deo Category is Rs 2500 Cr category with more than 100 brands available in the market. It includes deodorants, fragrances and colognes. Current penetration of Deo category among the TG of 15-28 Yrs M/F SEC A, B+ (students and young urban professionals/ early jobbers) is approx. 20% and exhibits less brand loyalty compared to other categories like
Skin care. Deodorant category evolution has been primarily based on fragrances, product innovation and communication. Engage entered the market with its unique psychographic based targeting approach. Innovating at regular intervals has become a source of incremental revenue for brands and has helped increase category penetration. Below competitive landscape shows how different brands have distinctly carved a niche for itself and have changed the course of category growth.
BRANDS
Rexona
Axe, Wildstone, Park Avenue,
Nivea, Old Spice

INNOVATION
Roll-Ons
Product Format – Gas-based
Deo, Fragrance options

Proprietary & Confidential Information
Not to be reproduced in any form without the permission of ITC
Limited

INSIGHT
New category in India market
Roll ons are sticky & not suitable for tropical

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