18+ a Deodorant with a difference
In a market cluttered with a huge number of products claiming to be the best and claiming to be different and most of them focusing on the sensuousness in the advertisements. But now it seems that there are many brands that are now avoiding this common positioning and taking a completely different route to position their brands.
First it was Zuska brand of deodorant which came up with a difference in its positioning and even the product formulation and now 18+’s from the stable of VINI Group of Companies from Darshan Patel a very successful entrepreneur who was the founder of Paras Pharma which he later on sold to Reckitt Benckiser, has positioned itself in a manner which is different from the other brands existing in the market. And it is very much important for these brands to be a bit different from the rest so that they can become a part of the consideration set of the consumer’s purchase decision, as only a product in the consumer’s consideration set has a chance of getting purchased by the consumer.
The marketing mix for the above product is: -
And 18+ has chosen the path of positioning itself on the premises that no doubt that it is a deodorant which helps in fighting the body odor, but it also has got the fragrance of a perfume and which lasts for longer durations. They have positioned themselves that most of the perfume brands have around 95 percent alcohol content in them and that is why they smell odd, where as 18+ is an option which will provide them real perfumed odor which gives it an edge over other deodorants which smell odd due to alcohol content. This perfume is available in 4 different variants Thrill, Surprise, Dare and Impress. The tag line for the deodorant to enhance this positioning is “Joy of Perfume….. Everyday”.
18 + has chosen the premium pricing strategy in the category of deodorants as most of the good deodorants are priced in the range of Rs. 150 to Rs. 200 for 150 ml containers for the common masses, where 18+ is priced Rs. 250 for 165 ml/100gm container. Through the launch of this product the company has filled a gap that existed between the deodorants and the perfumes with a huge gap that existed in the pricing of the products, where the deodorants mostly were priced in the range of Rs. 150 or so and the good perfumed mostly starting from the price tag of Rs. 300 to 350. This price tag seems to be very appropriate as not doubt it is above the normal range of perfumes of other competitors, but it is surely below the cost that the customers have to pay for good perfumes in the market.
The normal distribution channel that exists for the products like these has been used by the company, by making the product available in the departmental stores, shops selling cosmetic items, even normal gift shop owners have this product, cosmetics sections of big departmental stores have this product available with them and one more channel partner through which this product is being sold is the chemist shops of a particular area.
The advertisements made for promoting the product clearly highlight the positioning of the product i.e. the fragrance of the deodorant is like a perfume only. Thus the company has been able to clearly convey the point it wanted to convey through very aptly designed advertisements.
For ads click here to see: -
Thus on the whole the VINI group of companies under the leadership of Darshan Patel has been able to continue the tradition that Paras Pharma had of coming out with the products which came in categories where the consumers were in the need of affordable and good quality products and the launch of 18 + perfumed deodorant is a step in the same direction by the company to be innovative and creative and come up with product that help in finding a gap in the existing product lines and then coming up with an innovative alternative of their own to fulfill the existing unfulfilled needs of their customers.