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Cinthol: Brand Extension & Product Life Cycle

Cinthol is India's first deodorant and complexion soap brand, starting in 1952. It has since expanded its product line to include deodorants, shower gels, and talc. The brand targets urban and non-urban consumers across India and international markets through affordable products positioned as refreshing and confidence-boosting. Cinthol recently revamped its brand image among youth with a new tagline, ambassador, and promotional strategy centered around an "Alive Bathing" contest.

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Tushar
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522 views16 pages

Cinthol: Brand Extension & Product Life Cycle

Cinthol is India's first deodorant and complexion soap brand, starting in 1952. It has since expanded its product line to include deodorants, shower gels, and talc. The brand targets urban and non-urban consumers across India and international markets through affordable products positioned as refreshing and confidence-boosting. Cinthol recently revamped its brand image among youth with a new tagline, ambassador, and promotional strategy centered around an "Alive Bathing" contest.

Uploaded by

Tushar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Cinthol

Brand Extension & Product


Life Cycle
Started in 1952
India’s first deodorant and complexion soap
brand.

Source:
Deos Shower Gel Tal
c
Product Line
Cinthol
Cinthol Talc Cinthol Deos
Shower
Gel

Cinthol Soaps

Source:
Product offerings:

• Germ Protection

Function
• Deodorized
• Quality of Soap
• >75% TFM, Grade 1
• Use of Vegetable oil, instead of Animal
Benefits: Fat

• Individuality
• Refreshing experience
Mood uplifting: Jovial, Fun loving
Emotional
•
• Confidence boasting

Benefits:
Source:
Demographic Geographic Psychographic Behavioural
• Gender: Mostly • Targeting urban • Upper middle – • User Status:
male as well as non-
• Age: 16-35 yrs urban areas middle class Loyal
• Also targeting customers to
• Pricing- Affordable
international the 65 years
(in-line with the
market) markets like Sri old brand
• Income – middle Lanka, • Benefits:
income group Pakistan Deodorized,
trusted brand

Source:
• Primary Segment
• Looking for a refreshing experience
Yout • To match their fearless and cool dude image
h

• Thriving
• Deodorized
Middle age • Confidence boasting

• Germ protection (functional)


Family-
housewives

Source:
Soaps Shower Gel
• Rs. 30-33/ Bar
• Bundled Packs on • Rs. 150/ 200
10-15% Discount ml
• Similarly priced • Priced less
in comparison to than
others others

Talc Deos
• Rs. 99/ 300 gms • Rs. 175/ 150
• Priced lower
than its ml
competitors • At par with the
market

Source:
Well entrenched and
established
Same reach in Urban
distribution network
as well as non-
urban market

Robust Supply Chain


integrated with IT
systems

Retailers:
• Supermarkets
• E-tailers
• Small Retailers
Source:
*New range of ads with tagline:
#AliveIsAwesome and catchy Jingles
*Redesigned the promotional strategy to give
the brand a new appeal among the youth
*New Brand Ambassador : Virat Kohli,
Youth Icon
*Medium of promotion
*TV Advertisements
*Print Media
*Online
*The ALIVE Bathing contest: People
shared their bathing experiences in
line with their #AliveisAwesome
Source:
*Personal Care product line
*Highly Competitive segment
*Many competitors with varied offerings
* Summer cool talc
* Medicated talc
* Perfume like Deos (Fogg)
* Perfumes
* Body washes of various kind
* Aurvedic variants of soaps

Source:
Source:
Points of Parity
*Personal Care product
*Cleansing
Points of Differentiation
*Energising & Refreshing experience
*High Quality product made of vegetable oil

Crucial POD
• The way they Position the brand
• The ALIVE Bathing contest: People shared their bathing experiences
in line with their #AliveisAwesome
Source:
Source:
Varied product categories
Soaps, Deos, Shower gel, Talc
Promotional campaign
*#AliveisAwesome
*All categories advertised together
Crucial POD
• The way they Position the brand
• The ALIVE Bathing contest: People shared their bathing
experiences in line with their #AliveisAwesome

Source:

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