1
MKTG-300
Brand Analysis Project (Arrid)
Executive Summary
Essentially, Arrid is a deodorant and body wash brand created and owned by Carter-
Wallace Inc. The report demonstrates Arrid's analysis, including environmental scan and
industry analysis. In addition, the findings indicate the current brand's situation and its
competitors, such as Dove, Secret, Degree Men, and Old Spice. Moreover, brands' segmentation,
targeting, and positioning strategies are described. The report also presents the brand's significant
strengths, weaknesses, opportunities, and threats. Consequently, the three brand
recommendations are offered for improving Arrid's strategy, such as creating new fragrances and
designs, improving the formula based on ethical and environmental trends, and developing an
improved value proposition through value co-creation.
Environmental Scan
Among various brands, similar customer trends and tendencies are apparent. For
example, natural cosmetics and safe usage have become one of the significant trends of this
sector. Obviously, people are becoming more aware of environmental issues and adapting their
cosmetic use to a safer degree. Current trends of the segment also include comfort in usage,
contemporary, and safety for the environment. Moreover, the consumer's tendencies also have
made past products famous again. It is one of the reasons why the Arrid brand is becoming
famous again; however, people fail to find it in the market.
For ten years, Arrid was the most sold deodorant among other competitors' products.
However, some years ago, environmental and healthcare organizations started to review
formulas of the most known cosmetic products. It turned out that Arrid deodorant contains
aluminum zirconium tetrachlorohydrex gly in its composition. It is a regulatory issue that affects
the brand due to the established standards of the product technology (Kerin et al., 2020). The
substance is considered averagely dangerous for the skin, as it clogs sweat glands and provokes
multiple skin diseases. The usage of this component is limited in the United States and Canada
currently by the Food and Drug Administration and Canada Health regulations. It is one of the
reasons why Arrid disappeared from shelves in supermarkets.
Indeed, some brands started to promote the naturality of their production and produce
vegan and safe goods. For instance, Unilever, which owns Degree Men and Dove, reports that
their products are cruelty-free and are not tested on animals. Competing brands of the deodorant
segment constantly improve their technology and adjust the product to the consumer's desire. For
example, it is noticed that people are more likely to buy products with recyclable packaging and
safe formula (Kerin et al., 2020). In addition, the sales increased significantly; for instance, Dove
and Degree Man are the leading U.S. deodorant brands, as shown in Figure 1 (Leading deodorant
, 2
brands in the U.S., 2021). Therefore, brands attempt to change the technology of their packaging
to be more sold and famous among customers. The changes in the technology and adjusting the
product enable many deodorant brands to be available worldwide; thus, they are not affected by
political limitations.
Shifts in political, regulatory, and competitive areas are mostly connected to the impact
of COVID-19. Many stores were closed during the limitation period, and the production of
multiple brands was not sold to a great extent. These quarantine measures affected the group
because of the inability to approach the store and buy the product. However, it is possible to find
Dove, Old Spice, Secret, and Degree Men products in online markets. Moreover, Arrid, which
was discontinued and disappeared from the shops in late 2012, became available on Amazon
(Parker, 2020). Therefore, this brand becomes an equal competitor to those on online platforms.
Essentially, e-commerce is becoming a trend that impacts the industry heavily.
Overall, Arrid is a brand that used to have enormous success. Nonetheless, deodorants
became unavailable in the United States and Canada due to updated and maintained regulatory,
medical, and political issues. The brand's competitors, such as Dove, Old Spice, Secret, and
Degree Men, adjusted their formula to correspond with common standards. The rivalry
companies attempt to follow new customer trends and adapt to safety for the environment and
convenience. Arrid appeared online, and it made the product competitive again.
Arrid Analysis
Arrid is the brand that was created and owned by Carter-Wallace Inc. Arrid is a brand of
deodorant and body wash, and it was prevalent several years ago. Nevertheless, recently, people
from the United States started to report failing to find the production of Arrid in supermarkets. It
might have happened for many reasons; perhaps little information about the situation is
available. It is essential to examine the current situation with the brand and its competitors to
conduct an analysis.
Industry Analysis
Currently, there are many rivals of the brand appeared. For example, Dove, Secret,
Degree Men, Old Spice are competitors to Arrid. Unfortunately, there is no updated information
on Arrid's sales in recent years. Nevertheless, it is known that the company's sales were high due
to the enormous success at the beginning of the brand establishment (Parker, 2020).
Nevertheless, Arrid's production disappeared almost completely. Indeed, it is possible to look at
the sales of Arrid's competitors. For instance, according to the statistics, in 2019, Dove brand
made 203,9 million dollars in sales (Sales share of the leading deodorant brands in the
U.S., 2021). Secret's sales constituted about 150 million dollars, while the Old Spice brand
reached sales of 123,3 million dollars in 2019 (Sales share of the leading deodorant brands in the
MKTG-300
Brand Analysis Project (Arrid)
Executive Summary
Essentially, Arrid is a deodorant and body wash brand created and owned by Carter-
Wallace Inc. The report demonstrates Arrid's analysis, including environmental scan and
industry analysis. In addition, the findings indicate the current brand's situation and its
competitors, such as Dove, Secret, Degree Men, and Old Spice. Moreover, brands' segmentation,
targeting, and positioning strategies are described. The report also presents the brand's significant
strengths, weaknesses, opportunities, and threats. Consequently, the three brand
recommendations are offered for improving Arrid's strategy, such as creating new fragrances and
designs, improving the formula based on ethical and environmental trends, and developing an
improved value proposition through value co-creation.
Environmental Scan
Among various brands, similar customer trends and tendencies are apparent. For
example, natural cosmetics and safe usage have become one of the significant trends of this
sector. Obviously, people are becoming more aware of environmental issues and adapting their
cosmetic use to a safer degree. Current trends of the segment also include comfort in usage,
contemporary, and safety for the environment. Moreover, the consumer's tendencies also have
made past products famous again. It is one of the reasons why the Arrid brand is becoming
famous again; however, people fail to find it in the market.
For ten years, Arrid was the most sold deodorant among other competitors' products.
However, some years ago, environmental and healthcare organizations started to review
formulas of the most known cosmetic products. It turned out that Arrid deodorant contains
aluminum zirconium tetrachlorohydrex gly in its composition. It is a regulatory issue that affects
the brand due to the established standards of the product technology (Kerin et al., 2020). The
substance is considered averagely dangerous for the skin, as it clogs sweat glands and provokes
multiple skin diseases. The usage of this component is limited in the United States and Canada
currently by the Food and Drug Administration and Canada Health regulations. It is one of the
reasons why Arrid disappeared from shelves in supermarkets.
Indeed, some brands started to promote the naturality of their production and produce
vegan and safe goods. For instance, Unilever, which owns Degree Men and Dove, reports that
their products are cruelty-free and are not tested on animals. Competing brands of the deodorant
segment constantly improve their technology and adjust the product to the consumer's desire. For
example, it is noticed that people are more likely to buy products with recyclable packaging and
safe formula (Kerin et al., 2020). In addition, the sales increased significantly; for instance, Dove
and Degree Man are the leading U.S. deodorant brands, as shown in Figure 1 (Leading deodorant
, 2
brands in the U.S., 2021). Therefore, brands attempt to change the technology of their packaging
to be more sold and famous among customers. The changes in the technology and adjusting the
product enable many deodorant brands to be available worldwide; thus, they are not affected by
political limitations.
Shifts in political, regulatory, and competitive areas are mostly connected to the impact
of COVID-19. Many stores were closed during the limitation period, and the production of
multiple brands was not sold to a great extent. These quarantine measures affected the group
because of the inability to approach the store and buy the product. However, it is possible to find
Dove, Old Spice, Secret, and Degree Men products in online markets. Moreover, Arrid, which
was discontinued and disappeared from the shops in late 2012, became available on Amazon
(Parker, 2020). Therefore, this brand becomes an equal competitor to those on online platforms.
Essentially, e-commerce is becoming a trend that impacts the industry heavily.
Overall, Arrid is a brand that used to have enormous success. Nonetheless, deodorants
became unavailable in the United States and Canada due to updated and maintained regulatory,
medical, and political issues. The brand's competitors, such as Dove, Old Spice, Secret, and
Degree Men, adjusted their formula to correspond with common standards. The rivalry
companies attempt to follow new customer trends and adapt to safety for the environment and
convenience. Arrid appeared online, and it made the product competitive again.
Arrid Analysis
Arrid is the brand that was created and owned by Carter-Wallace Inc. Arrid is a brand of
deodorant and body wash, and it was prevalent several years ago. Nevertheless, recently, people
from the United States started to report failing to find the production of Arrid in supermarkets. It
might have happened for many reasons; perhaps little information about the situation is
available. It is essential to examine the current situation with the brand and its competitors to
conduct an analysis.
Industry Analysis
Currently, there are many rivals of the brand appeared. For example, Dove, Secret,
Degree Men, Old Spice are competitors to Arrid. Unfortunately, there is no updated information
on Arrid's sales in recent years. Nevertheless, it is known that the company's sales were high due
to the enormous success at the beginning of the brand establishment (Parker, 2020).
Nevertheless, Arrid's production disappeared almost completely. Indeed, it is possible to look at
the sales of Arrid's competitors. For instance, according to the statistics, in 2019, Dove brand
made 203,9 million dollars in sales (Sales share of the leading deodorant brands in the
U.S., 2021). Secret's sales constituted about 150 million dollars, while the Old Spice brand
reached sales of 123,3 million dollars in 2019 (Sales share of the leading deodorant brands in the
