Brand Marketing on Zenith by Axe, a fictional product.

1. Brand Marketing
on
‘Zenith’ by AXE
Presented by -
Daksh Sharma
Harneet Kaur
Parakram S. Rajawat
Pranati Srivastava
Shristi Chaujar

2. Identifying the Opportunity
Harmful chemicals in the deodorant .
Leaves residues on clothes.
The necessity to use or carry moisturiser and
deodorant.
Convenience in usage.

3. Product Description of
ZENITH
Zenith a powerful yet safe deodorant
from AXE is first of its kind in the market.
The product falls in cosmetics category.
A handy, easy to use product with 100%
natural ingredients which not only keep
the skin safe but also moisturises it.
Apart from skin benefits it also gives you
a social edge through new age
fragrances and doesn’t let you down by
leaving residues on the clothes.

4. Zenith Features & Benefits
• Distinct Feature - Moisturiser-cum-Deodorant
• Additional Features -
Natural Ingredients
Seeps into the skin giving 24 hour fragrance
One of a kind Gel based deodorant
Leaves no residues like other deodorants

5. Segmentation
We have segregated our Target Audience on the basis
of the following parameters :
• Demographic
• Psychographic
• Socio Economic
• Behavioural

6. Target Group
&
Target Audience
Demographic
• Gender : Male
• Age : 21 - 35
• Education Qualification : 12th Graduation
• Occupation : Blue Collar Job
• Income : Above 20,000 ₹
• Location : Urban & Tier 2 Cities

7. Target Group/
Target Audience
Psychographic
•Lifestyle : Social
•Values & Attitude : Modern Values influenced by social status
•Social Class : Middle and Upper Middle Class
•Personality : Mid and High Personality with High Buying
Power

8. High
Price
Low
Price
Low
Quality
High
Quality
Old Spice Roll-On
Gillette Deodorant
Nivea Deodorant
Zenith Deodorant ( 170)₹
Product
Positioning

9. USP, Tagline & Punchline
• USP of the product - Deodorant-cum-Moisturiser
• Tagline of the product - ‘Gets Active With You’
• Punchline of the product - ‘Your clothes might come
off, Zenith Won’t!!’

10. Product Prototype

11. Designed by – Parakram S. Rajawat
Daksh Sharma
Harneet Kaur
Pranati Srivastava
Shristi Chaujar
“Thank You for your Time.”