segmenting,Targeting and positioning of axe deodrant

1. Project Work
On
Deodorant – Axe
Submitted by
Ankur Soni -14 PGPWE004
C Satish Mohan -14PGPWE010
NandGopal -14PGPWE015
Ramani Sarangi -14PGPWE022
Sudheer Reddy -14PGPWE028
Submitted to
Dr.Vinita Sahay
Professor-Marketing
Indian Institute of Management, Raipur

2. Product Family: Perfume/Fragrance
Industry (Personal Care)
India is currently poised at about Rs 3,700 crore, according to a study titled
'Domestic Fragrance Industry: The way ahead' released by ASSOCHAM.
Growing at a compounded annual growth rate (CAGR) of over 40 per cent, the
Indian fragrance industry that comprises deodorants and perfumes is likely to reach
Rs 10,000 crore by 2015.
The fragrance industry comprises deodorants, perfumes and roll-ons. Indian
deodorant and roll-on market is currently poised at about Rs 1,800 crore and is
growing at about 55 per cent annually.
The perfume market is growing at about 30 per cent and currently poised at about
Rs 1,500 crore. At present, Indian deodorant market is poised at Rs 1,800 crore and is
growing at 55 per cent annually.

3. Product Category: Deodorant
Rising demand for fragrances from Tier II and III markets is the real growth
driver of this industry
Unorganized sector accounts for nearly 30 per cent of the total fragrance
industry and nearly 60 per cent of the whole fragrance market is dominated by the
men's category.
Though there are limited options for women, the segment is likely to see an
upsurge with various existing brands and new entrants.

4. Product Category: Deodorant

5. Product Category: Deodorant

6. Product Category:
Deodorant

7. Brand: AXE
Power Brand of M/S Unilever
Axe was launched in France in 1983 by M/S Unilever.
In January 2012, Unilever launched its first Axe/Lynx product for women in the
United Kingdom as part of a global expansion of the previously men’s-only brand.
Axe is a cool, iconic brand launched in India in 1999 with Axe Deodorants. It is the
largest selling male deodorant in India & has a variety of male grooming products such
as Axe Aftershave Lotions &Axe BodyWash.
Denim and Rexona – HUL’s major brands
2002 Axe phased out Denim with better market share
India Market Penetration 2-3%
Axe market leader with 25%market share (Source: The Strategist)
Henkel (Fa: 8.5%)
Cavin Kare (Spinz and Hi5, 7.4%)
36 Variants (Available in 60 countries around the world)

8. Brand: AXE
Power Brand of M/S Unilever
4 P’s of Axe Deodrant
PLACE
Strong marketing logistics network
Relies Heavily on location and distribution channels
In store communication
Online and Offline availability
PRODUCT
Variety:Wide range of Fragrances
Quality: Dematological testing: No side effects and strong fragrance
Packaging: Distinctive metallic can with custom designed typography

9. Brand: AXE
Power Brand of M/S Unilever
4 P’s of Axe Deodrant
PROMOTION
360 degree branding effort around central idea of seduction
Online initiatives
Viral marketing
Events and experiences
Extensive use of television marketing
Interactive Marketing
PRICE
Cheaper substitutes for other expensive brands
Pricing done considering middle income groups helps in gaining market penetration

10. Brand: AXE
Competitive Analysis

11. Axe-Segmentation
Geographic Segmentation Urban
Semi Urban
Demographic Segmentation
Age Group 16 to 28 Years
Gender Male
Income Group Upper Class
Middle Class
Occupation Bachelors
Students
Psychographic lifestyle
personality
Outdoor Oriented
Fashion Oriented
Trendy
Behavioural
Occasions Regular
Benefits Quality
Economic
User Status Regular User
Usage Rate Medium

12. Axe-Target
The target consumers are Single Male Segment 16-28 years “Young at heart”.
Competitive advantage of this brand is its complete monopoly over this brand
proposition.
The Axe effect is also creating a buzz in social media. The official Axe Face
book page launched in 2010 and has more than 3.5 million fans, while more than
1.2 million users have viewed Axe’s advertising and video games on the official
Axe YouTube channel.
Every year, a new Axe deodorant fragrance is launched, combining seductive
scents with the latest technology from the irresistible chocolate-inspired Dark
Temptation fragrance to the stimulating Axe Rise range.

13. Axe- Positioning
Getting the girl has never been easier, thanks to AXE effect.“
AXE is a cool, iconic, youth brand available which is the largest selling Male
Deodorant in the country.
The biggest strength of this brand is the underlying message that the brand users
are high on Confidence and always go for the.In 2014, Axe had a profile lunch of
its new fragrance "Axe Peace“.
Its marketing strategy is always known as "Adventurous Marketing". Because its
deals with girls and seduction.
The Axe deodorant contain in stylish bottle, its the primary container of the axe,
there is no secondary package for the axe deo. The packaging of axe itself has
created brand image for it.

14. Positioning of Axe Deodrant
High on Confidence brand
Approachability (made for regular youngster)
Keeps customers engaged with new fragrances
Each fragrance has a unique character and is marked uniquely
Adventurous marketing

15. Product Variants
APOLLO BLAST CLICK DARK
TEMPTATION
DIMENSION GOOGLY MUSK PROVOKE

16. Axe- SWOT Analysis
Strength
Each of the fragrances created by international fragrance diva Ann Gottlieb.
The formulation is a base with higher efficacy.
Excellent advertising and branding targeting the youth.
Good distribution, Promotions and campaigns for luring customers.
Also provides grooming range like shaving gel, foam, After-Shave lotion, and
Cologne Talc.
Weakness
Only an urban market phenomenon.
High pricing reduces the target market.
Controversial advertising often leads to legal issues

17. Axe- SWOT Analysis
Opportunity
Coming up with Limited Edition fragrances.
Tie up with hotel chains and large organizations like gym chains etc.
Threats
Deodorants sales are seasonal. Maximum sales happen in the summer months
(April to September)
Competition from Premium Segment Deodorants like Burberry, Body Shop.

18. Axe- Competitors
SET
WET
ZATAK
FUEL

19. Axe- Consumer Behaviour
Social Factors:
Groups and social networks: “Axe Effect” has been spread a lot through online
social network or word-of-mouth influence.
Family: Fathers’ habitual products can be sons’ first choice especially in male
products.
Roles and status: If considered as fashion leader or with high popularity, products
like Axe deodorant, which is stylish and attractive, can be those people’s choice.
Personal Factors:
Age, Occupation and Lifestyle: Young males like university students who prefer
bars and parties, also always want to gain popularity and win girls.
Economic situation: Since external things are always not low-income people’s
concern, and also Axe Deodorant can be afforded by majority of young males, those
with medium and high income can be Axe’s consumers.
Personality & Self-concept: Extroverted, enthusiastic and fashionable males may
choose Axe.

20. Axe- Consumer
Behaviour
Psychological Factors:
Motivation: Axe Deodorant is much known for its “Axe Effects”, which is attracting
girls. Thus, men who want to win girls are motivated to buy this product.
Perception: Selective attention ― the messages about “Axe Effects” are always
attracting and can draw the attention of people without being filtered.
Responses: Consumers may find out about this product through words of mouth,
advertisements or simply by noticing the product while browsing in shops.
Reinforcement: If a consumer has previously used Axe Deodorant and was praised
by a girl that he has affections for, he will probably continue to use the product.
Beliefs & Attitude:
Young males believe that Axe Deodorant will help them win girls because of how it
is marketed.
- Consumers like the pleasant scent of the product and that it functions effectively as
a deodorant.