Market Research

‘Deodorants command close to three quarters of combined category sales and generated year-on-year growth of 5% in 2011 to reach turnover of £420 million’ (Deodorants and Bodysprays 2012) and with expected growth to be ‘ at about 2% per annum’ (Deodorants and Bodysprays 2012) it is a suitable time for Lynx to launch their female product into the market, even in the current economic climate, ‘Female usage of deodorants held more or less steady between 2007 and 2011, hovering around 95%’ (Deodorants and Bodysprays 2012). According to Mintel’s Deodorants and Bodysprays report (2012) aerosols are favoured over roll-ons, with 73% purchasing them, with women in particular having ‘a slight preference for spray deodorants’ (Deodorants and Bodysprays 2012).

Young adults are key to the deodorants category since they are the highest volume users of such products’ (Deodorants and Bodysprays 2012) and as this diagram from the report shows;

; women in the 15-24 age demographic, of socio-economic groups C1 and C2 are the highest users of deodorant. Mintel furthers this in saying that ‘C2 to E socio-economic groups who work are a key target’ (Deodorants and Bodysprays 2012). The target group is therefore C1-E 16-24 females.

Television is by far the most popular medium for deodorant advertising’ (Deodorants and Bodysprays 2012) so this makes it the most obvious medium to advertise in. BARB 2011 Quarterly Channel Reach report identifies the channels most popularly watched by the target group are; BBC1, BBC3, ITV1, ITV2, Channel 4, E4, More 4, Channel 5, Channel 5*, Sky 1, Sky Living, Comedy Central, 4Music and VIVA. The advert will be placed in peak times (6pm-11pm) as the target group will be at home during these times. The report also states that press is the second most popular medium for advertising deodorants, so this will also be used. NRS 2011 Readership Estimates for Women’s Magazines states the most popular magazines read by the target group are Take A Break, OK! and Heat (weekly magazines) and ASDA, Cosmo and Glamour (monthly magazines). Since Lynx have recently launched new iPhone and iPad apps for photo sharing, an advert could also be placed on the app when it is first opened. Social media is also important, so the LYNX Facebook/Twitter will also be used in promotion with the possibility for a competition on there. In-game advertising cannot be other-looked either, as this diagram from Video Game Consoles and Peripherals (2011) shows;

; the target age demographic are gamers. The target socio-economic groups also play video games according to Mintel’s Video Games (2011) report.


BARB Quarterly Channel Reach Q4 2011. Can be found at:

Deodorants and Bodysprays – UK – February 2012. Can be found at:

NRS Readership Estimates – Women’s Magazines, AIR – Latest 12 Months: January – December 2011. Can be found at:

Video Game Consoles and Peripherals – UK – October 2011. Can be found at:

Video Games – UK – November 2011. Can be found at:


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Filed under 341MC, Coursework from Third Year, Lynx - Assignment 4

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