Consumer Behavior "AXE"

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Consumer Behavior of Axe deo

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Consumer Behavior "AXE"

  1. 1. Consumer Behavior Presentation on AXE Deodorant A PPT presentation by Group-9 Devanshu Gupta(PGDM-19 ) Kushagra Anand(PGDM-37) Lakshmi Warrier(PGDM-38) Priyojeet Kumar(PGDM-61) Sakshi Gupta(PGDM-75) Saurav Singh(PGDM-78)
  2. 2. • Brand name of grooming products from a British- Dutch company Unilever in France. • Famous for their hot ads and fragrance that attracted young people to buy the product forcefully. • Lead product - deodorant body spray. • Also includes deodorant sticks, roll-ons, aftershaves, antiperspirant and shower gels. • Named as Lynx in Australia, US, UK due to conflicts regarding trademarks. Introduction
  3. 3. • Axe chocolate • Axe pulse • Axe Apollo • Axe dimension • Axe summer • Axe provoke Popular Axe Deodorants
  4. 4.  The Axe brand of deodorants is from Hindustan Unilever Limited and is primarily targeted at 15 to 25 year old people.  Portrays normal yet cool, trendy and confident looks, a positioning that is aspirational to the target segment.  World’s most sexist advertisement campaign.  The Axe Effect also acts on the confidence levels of the user. The very act of being associated with the brand serves to boost the ego.  Bridges the very gap of user friendliness effectively, and yet keeps the dream of getting a Charlie’s angel some day. Q. Why Axe brand is doing so very well or is a market leader in deodorant market ?
  5. 5. Within underarm category Deodorant aerosol body spray. Deodorant Stick. Antiperspirant stick and roll-ons. Other areas Shower gels Shampoo Hair Styling Aftershaves Axe's Product Extension
  6. 6. MODELS OF CONSUMER BEHAVIOR •Motivation Process Model •Emotional Model of ‘AXE’
  7. 7. • Human needs, wants & desire create tension. • Humans continually attempt to establish relationships with others to reduce tensions. • Needs are suppressed into our consciousness and they come out in socially acceptable forms. • The biggest strength of this brand is the underlying message that the brand users are high on confidence and for them, girls makes the first move. • Axe tries to address this hidden desire of men present on their sub-conscious level. Motivation Process Model
  8. 8. • Feeling (of being seduced) gives a big boost of self- confidence to a man. • The brand has its brand values of cool, fashionable and stylish. • The brand sticks to its core values. • AXE understood emotional, functional and psychological needs on the basis which they designed their marketing campaign. • All its campaigns revolve round this central theme of Seduction where Girl makes the first move. Economical Model
  9. 9. Consumer Research ‘AXE’ OBJECTIVES FINDINGS Consumer Buying Behavior Age group of 18-28 is highest consumer of ‘ axe’. Axe deo ad is the most appealing.  Youth believe that choice of deo brand affects their personality.  Executive/ Professional don’t use AXE deodrant. Consumption Pattern  A person has collection of more than one variety of deo sprays.  A person uses at least two 150ml deo per month.  Consumer sprays deo more than one a day.
  10. 10. Consumer Research Cont.. OBJECTIVES FINDINGS Consumer Lifestyle Expenditure on deo is related to income/pocket money. User spends 150-300 rupees on every unit of deo. Age and occupation determines the spending capacity of consumer. Youth moves with trend and AXE deo is a trend. Consumer Perception about ‘AXE deodorants’ Axe deo has a strong fragrance. Packaging is attractive. Prevents body odor. Effect of AXE lasts for a day. AXE deo have no side effects or allergies.
  11. 11. SWOT Analysis
  12. 12. Segmentation
  13. 13. • 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 Fashion Oriented Trendy. BEHAVIORAL Occasions Regular Benefits Quality Economic. User status Regular user Usage rate Medium.
  14. 14. • Axe, one of the naughtier brands in India, is targeted at males aged 16-25. The brand is positioned in a manner to promote itself on the underlying message that • a) Axe users are high on confidence • (b) women are seduced by Axe users and hence, they make the first move.
  15. 15. AGE GROUP SEX INCOME Gr. LIFESTYLE AXE 18-22 MALE Aspirers, seekers Highly Social ADIDAS 18-30 MALE Aspirers Sporty and Outdoorsy NIVEA 16-26 MALE FEMALE Strivers Sedentary FOGG 17-35 MALE FEMALE Global Indians Commuter, Sedentary TARGETING
  16. 16. Target Customers The Axe Effect  Socialites People in Profession requiring High degree of interaction
  17. 17. • Axe, one of the naughtier brands in India. • PODs: Axe users are high on confidence, and women are seduced by Axe users and hence, they make the first move. • Regular guys are seen as getting hit on by girls. • Axe has had high-profile launches of its new fragrance CLICK, the Axe Land campaign, Axe-Academy, Axe Voodoo and Phenomenon. • So basically Axe deodorant is positioned as a strong, long lasting, fresh deodorant that breeds inner confidence to conquer outer situations, for the everyday man. Positioning of Axe
  18. 18. • YOUNGSTERS • MALE • ASPIRERS,SEEKERS AND STRIVERS • HIGHLY SOCIAL • CREATES ATTRACTION OPINION LEADERS FOR AXE
  19. 19. • REGULAR TELEVISION VIEWER • SPORTSPERSON • EXTROVERT • FASHIONABLE, STYLISH AND NAUGHTY • OFTEN GROUP LEADER • GROOMING PRODUCT TRAITS ANDCHARACTERISTICS OF THE OPINION LEADERS OF AXE
  20. 20. • BASIC OBJECTIVE:- ATTENTION FROM WOMEN RELEVANCE OF THESE OPINION LEADERS

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