Secret For MenLet’s keep it a Secret!

History of Secret!

• First ever Secret product was developed in the 1950’s

• In 1972, they came up with their tagline “Strong enough for a man, but made for a woman”

• By 1980 Secret became the no. 1 female deodorant brand in the industry

Executive Summary

• About 95% American use deodorant• Around $18 billion a year is spent on deodorant and

antiperspirants• The active ingredients present in both men and women

products are same• Only the packaging and fragrance differs• We are planning to reposition the product for men• Will introduce new male scents and new attractive packaging• Will emphasize on our tagline to build a hype• Will endorse celebrities to feature on our ads.• Will focus on online/social media advertising• #letskeepitasecret will be all over the internet

Current market Profile

Research has shown that the deodorant and antiperspirant industry is thriving with a 16% growth within five years, from 2006 to 2011 and population growth in the US will carry on to drive this market through 2016 and beyond.

User of the productTeenagers

Younger users were significantly more likely to make the switch than their older users, which is grounds to believe that the young consumer group should be the main focus for marketers

Males Vs Females During a study 40% of females select their significant other’s

antiperspirant/deodorant however only 18% of men would purchase for their significant partner. As a result, when marketing antiperspirant/deodorant to men, the response of female consumers to packaging, scent and branding should be taken into consideration.

14% of women and 16% of men reported having skin that is easily irritated by antiperspirant/deodorant, which could help drive the all-natural, organic and hypoallergenic formulations in the future.

In the personal care category there is a sturdy growing trend because of the growing attention of men towards grooming, hygiene and appearance

Male directed products are increasing briskly, exceeding the previously women dominated cosmetics and personal care market.

In respect to fragrances, males choose deodorants over the lavish perfumes favored by females

All natural ingredients

• Mintel’s research confirms that only one in 10 people usually use antiperspirant/deodorant with all-natural ingredients and fewer than one in 20 purchase all-organic products

• There is also a growing trend towards more natural products as there is an increase in the awareness about the benefits of natural products.

Locations• Deodorants market is matured in United States and

Europe, however developing regions including Asia-Pacific and Latin America would contribute to enhanced deodorant sales.

• Europe is the largest regional market for deodorants worldwide.

• Europe and the United States of America mutually account for a major share of the world deodorants sales.

• Asia-Pacific is dignified to be the fastest growing market for deodorants with sales predicted to grow at a compounded annual rate of 4.6% over the analysis period

Competitors• One competitor for Secret is Degree, they are said to be the

best deodorant for tough workouts.• Another major competitor is Dove, the best product they

have are for females• One weakness that Secret deodorants has amongst

competitors is that they cater to a smaller market as they target females while both Dove and Degree targets both genders.

• Another weakness is that they do not use natural products to cater for people with sensitive skin. On the other hand Secret is affordable with many options to choose from.

Repositioning Statement

• Secret deodorant has been around from 1956, and they have been catering for females ever since, in their terms helping women bring out the best in themselves.

• we are planning to reposition Secret deodorant by making a few adjustment to include male scents and new packaging to appeal to males. Not only will this bring a wider audience for secret it also eliminates the competitive advantage competitors such as degree and dove has over them.

Marketing MixProduct: > Deodorant for men > Manufactured by Procter & Gamble

> First male deodorant will be in market 2016> Besides female brand deodorant company going to add

men’s deodorant.Price: > Men’s deodorant price can be less than the female’s deodorant

> Minimizing the size from 73g to 68g Place: > Retail merchandisers

> Supermarkets> Drug stores

> Online stores

Promotion: > Online promotions > Coupons > Free Sampling

 

Conclusion• Creative marketing campaign is crucial to be

successful• Risky ploy but has great potential to be successful• Got to be ready to adapt to new situations• Initial target is to create awareness among consumers• Final goal is to become no. 1 in the industry

Let’s keep it a Secret!