The presentation on launching 'AXE for Women' in India was done by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi for their module on Brand Management

2. AXE for Women
(In India)
- By Group 1

3. Overview
• Market
– Brand Name
– The Product, The Price and The Place
– Market Overview
– Competition
– STP
– Customer Profile
• Brand AXE
– Brand Essence
– Brand Prism
– CBBE Model

4. • The Promotion
– Communication Strategy
– Creative Idea
– Promotion Strategy
• Media Strategy
– Media Mix
– Media Integration

6. Market Overview
• Size of Indian deodorant market has grown from INR 500 crore in
2009 to INR 2, 300 crore in 2014.
• The market is growing at around 18% annually.
• Size of women’s deodorant market is 31% of total, i.e., INR 713
crore in 2014.
Source: 14 July 2014, ITC’s Engage takes spot by volume in deo market, Economic Times

7. • Some trends:
– The market dominated by male deodorants at 69%
– Market is largely youth centered
– Deodorants have become a broader lifestyle product
– Rural area is a booming category. It is growing at 29%.
– Market highly fragmented with low brand loyalty
– Women’s segment is booming and is still untapped
• Penetration is low and consumption is moderate, putting the
deodorant category still in its growing phase.

8. STP
Parent Company Hindustan Unilever
Limited
Category Personal Care
Sector FMCG

9. Brand Product Description
• Hindustan Unilevers
• Clinical protection with ¼ moisturizer
• Wonderful skin care benefits
• Vitamins E&F for smoother underarms
• Unparalleled protection against body odour
• Beiersdorf (German Company)
• Beautiful and dry underarms all day long
• Contains no alcohol or colorants
• Precious pearl extracts and antiperspirant protection
• Long lasting easy to use spray
• Wipro Consumer care and lightning
• Original feminine perfume spray
• Antiperspirant formula prevent body odour
•Exquisite and rare fragrance of nature
• Quite pocket friendly and easily available
• Cavinkare
• A non alcoholic perfumed deo
• Fragrance sourced from the finest perfumery houses
across the world
• Long lasting fragrance
Competition

10. • McNroe Consumer Products Pvt. Ltd.
• Long lasting
• Attractive smell
• No skin irritation
• Low price
• Jovan Inc.
• Long lasting
• Attractive men and women deodorants
• Mild and non irritating range
• Exotic spices and woods along with musk from
Jovan is famous and unique
• Tiruvellore Thattai Krishnamachari (TTK)
• Dual toned bottle in black and white
• Gentle on sensitive skin
• Alcohol free with a strong refreshing fragrance
• Pocket friendly and easily available
• The deo after the American men’s magazine
became famous because it reflects a liberal idea
• Freshness and adds little flirty aura
• Trusted quality and harmful chemicals free

11. • Henkel (German company)
• It may cost little high but pure and long
lasting
•Freshness and cool effect all over your body
• Non-irritating for sensitive body and
attractive to opposite sex
•Adidas
• Long lasting effects
• Mild to skin without harmful effects
• Good to smell
• Nike
• Price range little high
•Highly long lasting with an attractive
fragrance
• Specially made for sensitive women skin
and underarms

12. CLASSY (distinctive) RS 1500
REALITY FANTASY
PRACTICAL (affordable) RS 100
Perceptual
Mapping

13. Consumer Profile
Age: 16 – 22 years old
Sex: Females
Location: Tier I cities, urban areas
SEC: B1, B2
Occupation: School and college students
Usage Pattern: Regular
She is not hesitant to make the first move provided it is ‘the guy’ she wants. She is the
girl who makes heads turn with her personality. She is the girl every guy wants to be
with.
She wants to look attractive to the opposite sex. However she wants to be admired and
appreciated not just for her looks.
The Swoon girl is free-spirited, independent and confident. She
respects and values traditions while at the same time doesn’t let
them restrict her. She is modern and bold in her thinking.

14. The Product, The Price and The Place
• The Product
– 2 variants:
 Quench – The smell of fruity notes, soft floral with the light finish of
sandalwood, amber and vanilla
 Sweet Sin – Green citrus fruity notes followed by sugary and appetizing
molten chocolate notes
– Quality:
 It has undergone dermatological test and it has no side effects
 The fragrances are strong, last for a long duration and have the fruity
notes added to them as well

15. – Design:
 Twisting cap mechanism which is unique to AXE
 Makes use of cool, quirky and funky designs
 Packaging is distinctive because of the shape of the can

16. Product Design

17. • The Price
– Priced below perfumes and even body mists
– Priced keeping in mind the middle income groups to drive market penetration.
– Both the variants will be at priced at INR 180 each for a 150 ml / 96 g can
• The Place
– It will be launched in Tier I cities
– It will be available at super markets outlets like Reliance Mart, Big Bazaar, etc,
kirana shops and over the counter strategy to be used
– In-store placement and communication strategy to be used
– It will available online at Flipkart.com and Amazon.in

18. • Deodorant for womenSegmentation
• Urban female youthTargeting
• The deodorant only for those girls
who value their image as much as
their choice
Positioning

19. Brand Name
• Swoon from AXE
• It has 2 variants:
– Quench
– Sweet Sin

21. Brand Essence
To improve men’s performance in the
dating game by boosting their self-
confidence and giving them an edge

22. From the primary research conducted (50 brand audits and 25+
interviews with girls)
Women:
• This segment was very much repulsed by the objectification of women in the
ads of the brand
• Fragrance is good
• Not long lasting though
• Most of them preferred deodorant
• Fragrance should be light and not heavy
• Not aware of ‘AXE Anarchy’
• Would try the women’s range of products, if made available from AXE like
deodorant, facewash

23. Men
• Associated it with their teen years (15 – 17 years)
• Highest brand recall value
• Ads seemed to be more prominent
• Too many variants of products
• Fragrance does not last for long
• Boys: AXE
Men: Park Avenue, FOGG etc

24. Brand Identity Prism
• Physique
– Nature of the advertisements: raunchy, humorous and sexy
– The girls in the advertisements
– Deodorants
– The black color, the packaging and the opening ‘click’ mechanism
– Chocolate variant: AXE Dark Temptation, AXE: Even Angels will fall, AXE Boat
Party
– The AXE Effect

25. • Personality
Daring, Bold, Spirited, Innovative, Sexy, Naughty, Humorous, Young, Fun,
Masculine, Confident, Seductive, Unconventional, Individuality
• Culture
AXE sparks the attraction between men and women.
They help young men gain self-confidence and attract women by making the
woman take the first step.
• Self-Image
– Only for me
– Confident
– Fresh
– Lively

26. • Reflection
– Cool, Bold, Outgoing, Youthful, Fun
– Trying to impress
– Smells good
• Relationship
Guide in the dating game

27. Physique Personality
Relationship Culture
Self ImageReflection
Picture of Sender
Picture of Recipient
Externalization
Internalization
Daring, Bold, Spirited, Innovative,
Sexy, Naughty, Humorous, Young,
Fun, Masculine, Confident,
Seductive, Unconventional,
Individuality
Advertisements, AXE girls,
AXE Deo, Black color, the
packaging, AXE Effect,
AXE Chocolate, AXE
Angels
Sparking the attraction
between men and
women. Young men
gain self-confidence
and make the woman
take the first step.
Only for me,
Confident, Fresh,
Lively
Guide in the dating
game
Cool, Bold, Outgoing,
Youthful, Fun, Trying
to impress, Smells
good

28. CBBE Model
Seen as a guide
in the dating
game.
Young men use AXE to
smell good and feel
confident and
refreshed. It gives
them a feeling of
‘being cool’.
To improve men’s performance
in the dating game by boosting
their self-confidence and
giving them an edge
Urban male grooming product in the
personal care category of FMCG sector.
Youth recognize and aware more about
the deodorant compared to other
product offerings.
Who are
you?
What about
you?
What about
you and
me?
What do
you stand
for?

29. AXE Essence

30. AXE Dark Temptation

31. AXE Excite

35. Communication Strategy

36. Creative Brief
Background/Brand Issue/Opportunity:
• Swoon is being launched under the aegis of AXE and is positioned
as a deodorant especially for the fairer sex
• The primary research revealed the hostile sentiment towards AXE
commercials and the brand
• Challenge: Position itself among the top brands of deodorant for
women, considering its parentage

37. What is objective/purpose will this ad/piece of communication
solve?
Establish the brand’s presence in the female deodorant market

38. Target Audience
• 16-22
• Gender: Female
Psychographics
• The late teenage girls segment who are very much conscious
about their appearance and hygiene
• Girls who want to be ‘the’ girl not just any girl
• Also the mid-teen category who are very much wanting to
establish a reputation amongst their peers

39. Proposition:
• The positioning statement: ‘the deodorant only for those girls
who value their image as much as their choice’
• Position it as a female friendly which harps on the innocence,
exuberance, the inhibited spirit and the carefree redolent of the
youthful years
• Also take special mention of the phrase ‘to be the girl and not
just a girl’ which should add a tinge of sophistication to the
brand

40. Creative Idea
“Be THE girl, not just A girl”
Rationale:
 The urban young female wants to be the girl for a guy and not just another girl for
him.
 While she wants to look attractive to the opposite sex, she doesn’t want to be
appreciated only for her physical beauty.
 Its her overall personality that should make men look at her, admire her and want
to be with her.
 The confident and independent young female wants the opposite sex to take
notice of her but not necessarily lust after her.

41. Confidence. It’s not about being wanted by men. It’s
(Point of Differentiation)
about every young woman and the confidence that she has
(Market) (frame of reference)
within. That’s what Swoon from AXE is all about.
(Brand)
That’s why use Glenn from AXE to be THE girl, and not A girl for the men.
(Point of Differentiation)
Swoon from AXE: POP & POD
Refreshing fragrance
(Point of Parity)

42. Deliverables
• Print ads
• TVC

43. Print Ad-1

44. Print Ad-2

45. Print Ad-3

46. Print ad-4

47. TVC
The scene shows the daily lives of teen girls in their daily routine, a montage
of cut scenes of girls. Each scene fades into another scene where the action
of one girl is picked up by the other. The voice over reads thus:
“So what if you fell down, so what if your mum doesn’t understand you, or
had your phone confiscated, about those second thoughts about wearing
that pretty frock again…
Which you locked in your memories many lessons ago….as the boys dreamt
of new ‘highs’

48. ‘about the times when you questioned your sanity,
Only Pretty? You my love are Pretty smart, Pretty Intelligent…were
those words enough to erase the lines on your face? You thought at
night while tucked under your quilt, as the earth tilted towards the
morn sun.
Never did you say your morning prayers, which left like the nouns,
verbs, etc Neither did you understand the existence of (a+b)^2
Swoon, Cause you need to soldier on
Swoon, Cause kid, you shall not stop
Introducing Swoon, the unstoppable deo for women, from AXE’

49. Promotion Strategy
• PR strategy
– Angels Parade
 Prior to the launch, media is briefed on about Swoon from AXE, the
deodorant for women from AXE and about the parade
 On the first day, it is made available only at one market store in each of
the launch cities.
 A women’s parade is organized within a reasonable radius from that
market store’s location.
 In the parade, young females are shown carrying boards and signs like –
“AXE for women is here” , “be THE girl” , “Confidence is you” , etc.
 The parade leads to the market store and to the sale of the first can of
Swoon from AXE.

50. – The Swoon Girl
 A talent hunt to search the face of Swoon Girl will be held across the
launch cities.
 An open casting will be held which will be judged by a fashionista on
certain prefixed criteria.
 Across the cities, 2 finalists will be shortlisted who will be make it to the
final round.
 The winner of the talent hunt will get be featured in advertisements.

51. • Activation Strategy
– Swoon the AXE
 In select retail markets in the launch cities, an activation will be held.
 A specially designed machine will be placed in these markets.
 One can bring their AXE deodorant cans, place it on the machine.
The machine will take in the can and bring out the Swoon from AXE can.
• Digital Strategy
– Facebook, Twitter and YouTube channels
– The AXE brand’s reach will be leveraged to grow Swoon from AXE’s popularity
– The talent hunt, discussion talk, the parade videos will be made available on
YouTube
– SEO for Swoon from AXE as the top ranked search for women’s deodorant

52. – Online contests on Twitter to generate online buzz
– Creating online platforms for women to discuss – ‘men and dating’ , ‘inner
confidence’ , etc
– Social media campaigns: #IamTheGirl
• In-store
– Having signages, standees
– Placing all the Swoon from AXE cans in such a way that they stand out
• OOH
– Hoardings, billboards, etc
– Having a display at mall with a distance and eye sensor. When at a certain
distance, it pumps Swoon from AXE fragrance out, when the eyes look toward
the display, the display changes from a visual to a text

54. TARGET CONSUMER
SEGMENTS
BASIS OF SEGMENTATION DETAILS
Teenager girls
Young Adults
DEMOGRAPHICS
● SEC CLASSIFICATION
● LOCATION
● AGE
● OCCUPATION
B1,B2
Tier 1
16 - 22
School and
college students
Target Audience

55. BASIS OF SEGMENTATION DETAILS
Psychographics
The Just Teens: Individuals who have
just hit puberty and want to look
attractive to the opposite sex
The Go-Getters: They are independent
and know what they want in life
Budget Conscious: Individuals who
want “more for less” without
compromising on the style
Mediagraphics ● High consumption of online media
● Watch music channels, american
sitcoms, GECs
● Readers of the lifestyle supplements
of the newspapers

56. Recommended Media Mix
Television Category/Genre
● General Entertainment (National)
● Music

57. CHANNEL REGION GENRE SHOW TIMINGS
Star Plus National GEC
Non Fiction: India’s Raw Star
Mon- Sat 3:00 PM
Sunday 1:00 PM
Colors National GEC Non fiction:
Comedy Nights With Kapil
Bigg Boss 8
Sat-Sun 9:00 PM
Mon-Sun 9:00 PM
Sony National GEC Fiction: C.I.D.
Non fiction: KBC
Fri-Sun 10:00 PM
Mon-Thurs 8.30 PM

58. CHANNEL REGION GENRE TIMING
Comedy
Central
National Movie
Season /
series
(suits.
(english)
Monday - saturday 3:00 -9:00 PM
Saturday 1:00-12:00 (Midnight)
Sunday 1:00 -12:00 PM
Star World National Movie
Daily sops
season/
series
(english)
Monday - saturday 5:00 -9:00 PM
Sunday 5:00 -8:00 PM
Zee café National Movie
season/
series
(english)
Monday - saturday 5:00 -9:00 PM
Saturday 9:00-12:00 PM (Midnight)
Sunday 3:00 -6:00 PM

59. CHANNEL REGION GENRE TIMING
Mtv National Music Monday - saturday 5:00 -9:00 PM
Saturday 3:00-12:00 (Midnight)
Sunday 3:00 -6:00 PM
VH1 National Music Monday - saturday 5:00 -9:00 PM
Saturday 9:00-12:00 (Midnight)
Sunday 3:00 -6:00 PM
Channel V National music Monday - saturday 5:00 -9:00 PM
Saturday 9:00-12:00 PM (Midnight)
Sunday 3:00 -6:00 PM
AXN National Entertainm
ent
Monday - saturday 7:00 -9:00 PM
Saturday 9:00-12:00 PM (Midnight)
Sunday 3:00 -6:00 PM

60. Priority
City
Location of OOH Partners for OOH in
different zones
Nature of
OOH
Delhi -Oberoi Flyover
-khan market
- Canugh place
-defence colony
- janpath
- out side pragati madan
metro station
-defence colony bridge
Times OOH
Pioneer Publicity
Corporation Pvt Ltd
Billboards
OOH Locations

61. Priority
City
Location of OOH Partners for OOH in
different zones
Nature of OOH
Delhi -neheru place metro station
- shopper stop south ex
-Saket select city walk
--raja garden (pacafic mall)
(west gate mall)
-mahur vihar face one near
the metro station
-Banglo road north campus
-Rohini (metro walk mall)
Times OOH
Pioneer Publicity
Corporation Pvt Ltd
Billboards
Street furiniture (
bustop banners)
Street light boards

62. Priority City Location of OOH Partners for OOH in
different zones
Nature of OOH
Mumbai
-Band Stand
-Juhu beach ( near Raddison
Hotel)
-road leading to mumbai film city
-bus stop near the candies
resturant
-Nareman point
-heerapanna(haji ali ) market
-Santa cruze redlight
-Lokhan val bustreminal
Times OOH
Pioneer Publicity
Corporation Pvt Ltd
Billboards
Street furiniture (
bustop banners)
Street light boards

63. Priority City Location of OOH Partners for OOH in
different zones
Nature of OOH
(Street
furniture/Transit/Billb
oard/Ambient)
Mumbai
Colaba
( 2 billboards ,one just
before the gate way of
India, one on the back
strret of taj near bade mia
chote mia)
Andheri east airport link
road
Times OOH
Pioneer Publicity
Corporation Pvt Ltd
Billboards
Street furiniture (
bustop banners)
Street light boards

64. Press
• Delhi Times
• Bombay Times
• Calcutta Times
• T2
• Bombay Mirror
• HT City
• Asian Age
• Deccan Herald
• Bangalore Times
Lifestyle supplement newspapers