Changes
/* Eastern Europe */
<u>'''Key Insights'''</u>
- Western Europe has two major players – Unilever and Beiersdorf, while the rest of the industry is moving towards consolidation which is a sign of saturated market, '''which can only be revived by continues continuous product innovations'''
- Eastern Europe has three major players but no market leader, hence the shares are evenly distributed and the industry is fragmented into a lot of small players, while the scope of growth remains high
1) '''Sporty Appeal''' – Adidas being only player working in the category, and as per the consumer behavior report, Sports deodorants acted as a trigger in the deodorant sales, Sanex can have a variant in this category to cater the segment
2) '''Masculine Emotional Space – '''Old Spice acts as an old premium brand in this category for last many years. Sanex (as it being a non premium brand) can launch a variant in this category as a mass brand, and can target those who aspire for masculine appeappeal
