2. THE AXE EFFECT
 Axe is a brand of male grooming products, owned by Anglo-
Dutch company
 The Axe deodorant was first launched in the year 1983 in France.
 It has been there in the market for the last 26 years and is
currently the best-selling brand of Unilever.
 Axe at that time was the leading men's deodorant brand in Europe
and was popular in India in the Grey market.
 Axe deodorant was launched in India during 1999.
 HUL had the brands Denim and Raxona and was ruling the
market. Axe was priced at a premium above the Denim brand
which was positioned as a male deodorant brand.

3. THE AXE EFFECT
 Axe, the deodorant has Tagline “The Axe Effect”, promoted
as the naughtiest brand in the Indian market.
 The brand is targeted at male aged 16-35. All its campaigns
revolve round this central theme of Seduction where girl
makes the first move.
 The brand assumes that Men like to be seduced and
positioned as a ‘weapon of seduction’.


4. The Product Line of Axe Effect
(Deodorant)
 Java- Variant name after the Island in Indonesia
 Ready- Long lasting effect makes you always ready for "action", blue
colored can.
 Willing- Long lasting effect makes you always willing for "adventure", green
colored can.
 Conviction- If you have conviction, no woman can say no. No woman who
can turn her face. Because women like men safe.
 Pulse- Suggests that it gives geeks added confidence so they can pull off
crazy dance moves to impress girls and be irresistible
 Dark Temptation- A chocolate-smelling fragrance; advertising implies that
because women like chocolate, they will find men who smell of chocolate
irresistible
 Music Star Edition- It has mint flavor. New launch of Axe

5. SEGMENTATION
GEOGRAPHIC
Urban
Semi-Urban
DEMOGRAPHIC
Age group 16 to 35.
Gender Male
Income group Middle&
Upper Middle.
Occupation Students&
Bachelors.
PSYCHOGRAPHIC
Lifestyle Outdoor-oriented
Personality FashionOriented
Trendy.
BEHAVIORAL
Occasions Regular
Benefits Quality
Economic.
User status Regular user
Usage rate Medium.

6. TARGETING
 Concentrates on single-segment (male 16-35)
 Targets on Young at heart. Competitive advantage of this brand is
its Complete monopoly over this brand proposition.
 In 2007, as competition got stiffer, Axe revamped its product
packaging and launched television and online campaigns.
 Through its ads, it persuades youngsters mind that using this deo
will help to attract girls, but it is just that they present the ad using
humor and made something that attracts people very easily.
 Its rarely found that any India centric ad for Axe is aired on
Television. They believe that Indian consumers take the foreign
commercials without any difficulty.

7. POSITIONING
 The company extensively uses TV ads and conducting many
Campaigns.
 The biggest strength of this brand is the underlying message that
the Brand users are High on Confidence and always go for the Axe.
 It also ensures that customers are constantly engaged with new
Fragrances, in 2005, Axe had a profile launch of its new fragrance
CLICK.
 The brand has started its Internet based marketing initiative in India
with Axe Land which involved a virtual trip to the Axe world using
link ’theaxeeffect.com’.
 Its marketing strategy is always known as "Adventurous
Marketing“ Because this brand deals with girls and seduction. But
anyway it is in the safer zone even in case of markets like India.

8. • Besides TV commercials,the brand also uses print ads with
Polaroid photos to its maximum impact.
• Axe is a classic example of global branding effort. Through this
effort Of campaigning they have created a huge global image.
• It conducted a contest to win a trip to Las Vegas in October. For that,
Online banner ads pushed guys to play the online game and enter
the contest. Axe commercials are also a big hit on YouTube.
• Wholesale distributors reported that Axe body spray led the men's
Grooming category in 2007.
• The axe deodorant contain in stylish bottle, Because of the
packaging, it can be easily recognized. The packaging of axe itself
has created brand image for it.
POSITIONING

9. COMMUNICATION
PROCESS

10. Promotion Mix
INTEGRATED MASS COMMUNICATION
ADVERTISING
SALES
PROMOTION
PUBLIC
RELATION
INTARECTIVE
MARKETING
AD
TV AD’S PRINT AD’S

11. Promotion is an important part of marketing mix. Through promotion
company communicate with the consumers ABOUT THEIR PRODUCT.
To communicate with the consumers company spends heavily on
advertisements and promotional activities.
ADVERTISING:
To weave the axe brand into the culture the company extensively uses
television advertisements. e.g to promote its Dark Temptation flavor they
showed an ad in which a boy who has used Axe deo is passing by the
roadside and all the girls around are getting attracted by the chocolate
fragrance of the deo.
SALES PROMOTION TOOLS:
Discount: To increase the sale in India the company has slashed down
the price of 150ml bottle from Rs.150 to Rs.125.
Offer: The company also provide 20% extra in most of the varieties of
Axe to provide more to their customers.
They also promote through online gaming available on their site.

12. Promotion of Axe Effect
Advertising
 TV commercials, print ads and billboards, AXE has tried to attract
people with its humor.
e.g – New launch of Axe effect is Music Star, Chocolate Man
Interactive Marketing
Dedicated website-www.theaxeeffect.com for promotion.
Advertisements of AXE are visible all over the web in relevant and
web social networking sites like Face book, Orkut, Hi5 etc
Games and mobile application
AXE effect games launched in 2009
Axe effect mobile applications for more promotion

13. Events and Experiences
AXE organizes upbeat events for its new product launches and it
follows this strategy worldwide.
Axe has sponsored a wide range of other events like youth
festivals, music shows
Publicity
“Getting the girl has never been easier, thanks to the AXE
effect”.
Axe has the right storytelling element and the video reinforces the
brand's provocative and contrarian personality.
It has always projected its products as cool, fashionable and
stylish
Word of Mouth Marketing
A good product also requires a good promotion strategy.
AXE ad campaigns have always been the talk of the town.
Promotion of Axe Effect

14. Campaigns as part of promotion –
“CALL ME”
Targeted at the young urban male, the cool and youthful brand
is positioned as one that helps guys get ahead in the mating
game.
The new campaign, launched in early March showed girls
swooning over Axe men and giving them their telephone
numbers. Both films end with the girls giving the boys the
number 09987333333.
Through a series of ads in print, outdoors and television,
viewers are being encouraged to call this very same number.

15. AXE CLICK CAMPAIGN
The axe undertook the click campaign in 2006 to promote its new
fragrance “CLICK”. It was a pan-global campaign which was mainly
targeted at young males.
Their main objective was to start a social phenomenon called
“Clicking”.
This campaign was implemented in two phases. In the first phase a
small teaser site with the name of www.clickmore.com was launched.

16. Axe AdsTv Ad - Axe Dark Temptation_ Chocolate Man.mp4
“Chocolate Month Of The Year”- Nov’08
Axe launched another campaign in November 2008 to promote its new
variant Axe Dark Temptation in India. It was undertaken in association with
Yahoo.
It was 24 hour online campaign in which a dark man was placed in the
centre of the www.yahoo.co.in homepage on 14th November.
This campaign was mainly used to capture the attention of the young
internet users who visited the Yahoo webpage
This campaign again highlights the importance of internet as a medium
of communication especially if the target audience is young.

17. “New Extra Strong Axe”
MASSAGE STRATEGY
The massage strategy of axe is of two types:
 Sensory: Seduction:
In its each and every
ad, Axe conveys the
massage that after
using this Deo the girls
will attract towards all
the boys and men who
will use AXE.
 Rational: Experience
in use & experience
after use:
It focuses on the
benefit of usage of the
product by the
customer at Past and
Present.

18. CREATIVE STRATEGY
Transformational Appeals:
 The creative strategy of axe is
transformational because, it indicates that
after using the Deo a boy or a men will get
the power to seduce and attract the girls.
 That is, it is showing the “Transformational”
effect of using the product.
MASSAGE SOURCE
The massage source of this deo is not any
celebrity but the common girls who are the
desire of any common boy or a men.

19. CONCLUTION
Through this project we came to know
about various important aspects of
promotional mix and know that how one of
the leading brand of deodorant AXE,
promote its product and tries to retain its
customers through: advertisement, public
relation, interactive marketing and sales
promotion, which is very important for any
brand to maintain its good position in the
market.

20. Thank You