This is marketing report of Axe Deodorant.

1. P a g e 1 |24
Marketing Plan
AXE DEODORANTS
Term project report 25/4/2017 Principle of Marketing

2. P a g e 2 |24
MARKETING PLAN OF AXE
DEODRANT
Submitted to: Sir Adnan Bashir
Section: F
Prepared by:
Sandeep kumar (20395)
Abdullah Shahid (20632)
Date: 25th
April, 2017

3. P a g e 3 |24
Acknowledgement
e are very thankful to Almighty Allah who helped us in
preparing this report. This is to inform you that we have
completed our report on the topic of “AXE
DEODORANTS”. The purpose of this report is to prepare the marketing
plan on our ice-cream products. We have thereby provided a detailed
information of marketing plan.
With much effort and diligence we made this report. We wish that you
will find this report complete in content and framework.
We are very grateful to you for teaching us the important aspects of
Marketing, for helping us whenever we needed your guidance and
believing in us to complete this report in the best possible manner by
fulfilling our capabilities.
w

4. P a g e 4 |24
Table of Content
Contents
Executive Summary……………………………………………………………………………………………6
Introduction……………………………………………………………………………………………………….7
Mission……..……………………………………………………………………………………………………….8
1. ProductMission…………………………………………………………………………………………..8
2. Social Mission………………………………………………………………………………………………8
3. Economic Mission………………………………………………………………………………………..8
Marketing Organization.…………………………………………………………………………………….9
Our ProductPicture………..………………………………………………………………………………..10
Our Product……………………………………………………………………………………..………………11
ProductLine Extension……………………………………………………………………………………..12
Market Segmentation………………………………………………………………………………………13
ProductReview……..…………………………………………………………………………………………14
ProductExtension……….……………………………………………………………………………………15
Marketing Research…….……………………………………………………………………………………16
Promotion Strategy………………………………………………………………………………………….17
1. Brochures & Social Networking……………………………………………………..……….17
2. Signboards…………………………………………………………………………………..…………17
3. Sales Promotion……….…………………………………………………………………………….17
AXE USP……………………………………………………………………………………………………………18
Slogan………………………………………………………………………………………………………………18
Prime Objectives………………………………………………………………………………………………19

5. P a g e 5 |24
Monthly Planning………..……………………………………………………………………………………20
Sales Promotion Tools………………………………………………………………………………………20
SWOT……………………….………………………………………………………………………………………21
1. Strength…………………………….……………………………………………………………………21
2. Weakness…….…………………………………………………………………………………………22
3. Opportunities…………………………………………………………………………………………23
4. Threat…...……………………………………………………………………………………………….24

6. P a g e 6 |24
Executive Summary:
AXE is a global brand from Unilever in the deodorant and the personal
care sector. It is one of the most recognizable brands in the Indian
markets and enjoys very high TOMA (Top of Mind Awareness) status
even in the people who do not use products of the personal care
category.
It is owned by the British-Dutch company Unilever, which controls 52%
majority stake in Unilever. Its products include foods, beverages,
cleaning agents and personal care products. Unilever’s distribution
covers over 2 million retail outlets across India. The report is on AXE
deodorant for men.
AXE, the deodorant that is considered cool, fashionable and stylish by
the young man is the world leader in male territory. AXE has become
the leading male Analysis of Primary Research AXE has a nation-wide
presence and it has a strong distribution network. Due to this it
has become easier for Unilever to spread awareness about new AXE
products.
AXE body sprays and other products lead the men’s grooming industry.
35 of our respondents favored AXE over other brands. The marketers
want the people to believe in the AXE effect. Those who believe on
AXE, they do so because of its personal, the strong and the outdoorsy
feel .AXE is not only targeted at a younger crowd between 20 and 40
years, but also at people who are above 40 years. AXE enjoys the
marketing majority due its marketing and positioning strategy.

7. P a g e 7 |24
Introduction
Axe (known as Lynx in the United Kingdom, Republic of
Ireland, Australia, New Zealand, and People's Republic of
China) is a brand of male grooming products, owned by
the Anglo-Dutch company Uniliver and marketed towards
the young male demographic.
Product type: Men's grooming products
Owner: Unilever
Country: France
Introduced: June 6, 1983; 34 years ago
Markets: Worldwide
Axe has been introducing new scents named according to
different geographical areas and gained massive
popularity in the deodorants market, successfully targeting
the young men segment aged 15-25 years.
Axe plans to launch a unique and new range of products
in its "organic deodorants category".

8. P a g e 8 |24
Mission:
Product Mission:
“To come up with fragrances that help men smell and feel
their best”
Social Mission:
“To operate the company in a way that actively recognizes the
central role that business plays in society by initiating innovative
ways to improve the quality of life locally, nationally and
internationally.”
EconomicMission:
“To operate the company on a sustainable financial basis of
profitable growth. Increasing value for our stakeholders and
expanding opportunities for development and career growth for
our employees.”

9. P a g e 9 |24
MARKETING ORGANIZATION:
AXE DEODORANT
CHIEF MARKETING
OFFICER
ABDULLAH SHAHID
ABDUL SAMAD
Regional Sales
REHMAN GUL
Regional Sales
LAL KISHAN
Advertising analyst
HAMDAN
Promotion Analyst
RAJ SHIVANI
Advertising Manager
SIRAJ ANWAR
Promotion Manager
SANDEEP KUMAR
Sales Manager

10. P a g e 10 |24
Our Products:
AMBRE
ESSENTAIL
TEA
GREEN

11. P a g e 11 |24
OUR PRODUCTS:
1.BotanicalEssence:
It has been made from 98 per cent natural ingredients: Italian
bergamot, high-altitude French lavender, Damask rose from
Turkey and Indonesian patchouli. The aroma does not fade
throughout the day and is warm and spicy with woody notes.
2.Tea green (women):
This organic perfume supposedly has a different effect –
sensual, calming, enhancing confidence –made to enhance
alertness and vitality, and does exactly what it says. It contains
100 per cent natural essential oils with refreshing notes of lemon
and cedar that give you a burst of energy. It comes in a roll-on
bottle which is especially handy for when you’re travelling.
3.Ambre Essentiel
This amber potion is earthy and oriental, made from
mandarin, bergamot, vanilla, Australian sandalwood and 300
roses. Another key ingredient is labdanum (a sticky resin from
the Cistus ladanifer flower) that is responsible for its warm,
yellow-brown colour. It uses organic corn alcohol and organic
rose flower water which are both gentle on the skin and do not
cause irritation. It has a warm, earthy fragrance that is suitable
for winter with a citrus kick.
4.Melvita Roses (women)
Made from ingredients that are organically and responsibly
sourced, this perfume meets the criteria of Ecocert. The lovely
floral scent, which is light, feminine and subtle, will get you in

12. P a g e 12 |24
the mood for spring. This eau de toilette has been made from
combining three wild roses: Rosa Canica from Drôme, Rose
Gallica from Vercors and Rose Mosqueta from Chile. 99 per
cent of its ingredients are natural and 80 per cent are organic.
Product Line Extension
Line extension brand strategy would include addressing the
marketing objectives of targeting younger males by promoting
current brands to the new potential market by adjusting the
product strategy to appeal to current affairs that interest this
section of the target market, still, however, preserving brand
names. Line extension strategy is highly effective in targeting
niche sub-culture markets by extending the Axe brand to appeal
to their unique interests. Line extensions represent existing
brand names extended to new forms, sizes and flavours of an
existing product category

13. P a g e 13 |24
MARKET
SEGMENTATION:
GEOGRAPHIC:
• We have divided Karachi into three zones to capture the
Market.
1. A Zone includes Sindhi Muslim Co-operative Housing
Society, Zamzama, Dhoraji.
2. B Zone includes Malls: Dolmen Mall Clifton, Dolmen Mall
Tariq Road, Forum.
3. C Zone includes shopping centers: Bahadurabad, City
Centers, Gulf, Saddar.
DEMOGRAPHICS:
1. Age-group: 16-25yrs
2. Gender: Male (Female)
3. Income group: Middle and Upper middle
4. Occupation: Students and Bachelors

14. P a g e 14 |24
Product Review:
Our deodorants consist of special essence which is
made from natural extracts to provide unique
fragrances.
Our deodorants have a special ingredient which
make the fragrance last up to twice as much
longer.
Our products are against animal testing, and are
prepared using environmentally friendly practices.
Our organic deodorant collection comes in
different sizes including a small 100ml pack, a
175ml pack and even travel packs.
Our deodorants come in very unique and
appealing bottle which will catch your eye on the
first sight.

15. P a g e 15 |24
Product Extension
Withinunderarm care the followingare available:
• Deodorant aersol body spray
• Deodorant stick
• Deoadorant roll-on
• Antiperspirant aerosol spray (axe dry)
Brand has also extended into other areas such as:
• Shower gels
• Aftershaves
• Skin care
• Shampoo
• Hair styling

16. P a g e 16 |24
Marketing Research:
 Primary Data includes:
1.Sales Person
2.Dealers
3.Consumers
 Secondary Data includes:
1.Periodicals and Newspapers
2.Govt. Publications and Reports
3.Trade Associations
4.Published Surveys of Markets

17. P a g e 17 |24
PROMOTION STRATEGY
BROCHURES AND SOCIAL NETWORKING:
We promoted our AXE deodorant from many brochures and social
networking. We promoted our brochures in big malls like, Dolmen Mall,
Ocean Tower, Park Tower, etc. We also promoted it through famous
social sites like, Facebook, Twitter, Instagram, etc. and also received good
review from our valuable consumers.
1.SIGNBOARDS:
We promoted our AXE deodorant from many signboards. You can see
our signboards on Karsaz road, Shahr-e-Faisal road, etc.
2.SALES PROMOTIONS:
We also offered 30-40% discounts for 1st week after opening our outlet in
Lucky Mall Rashid Minhas Rd, Karachi. We also offered 20-30%
discounts on special events like, Music Festivals, Universities etc.

18. P a g e 18 |24
AXE USP
Environmental and Socially-conscious Approach
(against animal testing)
Premium Quality Organic colognes and perfumes.
Wide range of fragrances targeting both men and
women.
SLOGAN

19. P a g e 19 |24
“Feel theFragrancefeel
the Nature”
Prime Objectives
 FIRST-YEAR OBJECTIVE:
We are targeting to sell 100,000 or more units by
creating a remarkable impression on our consumers.
 SECOND-YEAR OBJECTIVE:
Our 2nd
year objective is to sell almost double the
amount of our units in 1st
year objective and reach to
break-even within 18 months.
ISSUES:

20. P a g e 20 |24
Our big issue is to generate an imposing brand
name in front of our valuable consumers by
considering the strong competitors.
We have invested heavy amounts of funds for (R
& D) in our business to survive.

21. P a g e 21 |24
Monthly Planning
April: Launched our products on 17th
April 2017 at the
“Lucky one mall”, Karachi and offered 20% discounts on all
products for a whole week.
June: Spend Rs, 150,000 for promoting our Deodorants.
July: We also provide 20% extra in most of the varieties of
Axe to provide more to their customers.
September: Sponsored many events in famous clubs in
Karachi. Like, Karachi Club and Golf club.
December: create many zones and launch our deodorants
in various areas in Karachi.
Sales Promotion Tools:
Discount: To increase the sales of the company sometimes
slashes down the price of 150ml bottle does. Through online
shopping also we can get Axe deos with discounts.
Offers: The Company also advertise through online games
available on their website.

22. P a g e 22 |24
SWOT ANALYSIS
1.STRENGTH:
Good Advertisingand Branding:
Axe has successfully been able to create buzz through its
youth-centric advertisements and has gained popularity through
them.
Brand recall:
A positive aspect of AXE is that it has a fantastic advertising
frequency, therefore having a fantastic brand recall as well. Axe
regularly comes up with unique eye catching campaigns.
Packaging:
Besides the brand recall, the packaging of the deodarant,
with its constant black exterior is another advantage for AXE
deo. When you go to a retail store or medical store, AXE is
displayed as a line of Black deodarants, out of which you can
choose the one of your choice.
Far and wide distribution:
Because it is from the house of Unilever, AXE has a
fantastic distribution network and it is distributed parallel to all
other products of Unilever.
AffordablePricing:
Axe has always had a low pricing strategy to cover a larger
share of the market instead of going for higher price and
targeting a niche market.

23. P a g e 23 |24
2.WEAKNESS:
Less Popularin Rural:
The advertisements and promotions only attract the urban
youth. It lacks appeal for the rural youth and thus this
weakens the sales considering the size of the market.
ControversialAdvertisingCampaigns:
Axe has been associated with its share of controversy
considering some of its advertisements which have been
termed sexist. This affects the brand value of Axe.
Limited Target Market:
Axe has a Limited Target Market, i.e. age group 16-25,
which restricts the sales of Axe.
Brand fatigue:
Axe has tried the same time tested methods over and over
– a guy who attracts women in his life whenever he applies
the AXE deo. This, with the fact that it has a very common
presence, has led to brand fatigue. Hence, people like to “try
something new” which is generally something other than
AXE.

24. P a g e 24 |24
3.OPPORTUNITIES:
Expansionof Target Market:
Axe should look forward to expanding its target market to
cover rural youth as well as expand the age group size.
Tie-ups with Gyms, Hotels etc.:
To increase its sale, Axe should look forward to tie-up with
Gyms, to increase sales and promotions.
RapidUrbanization:
Urbanization has been increasing in the emerging nation and
hence it is an opportunity for Axe to capture.
Exclusivity:
Axe should ideally launch Limited edition deodorants and
perfume just like FOGG has done in India (a gifting package).
This will give more of a premium appeal to AXE.

25. P a g e 25 |24
4.THREATS:
Competition:
Axe faces competition from well recognized global brands
such as Burberry, Old Spice, Bold, Fogg etc. and needs to
constantly promote so as to maintain its market share.
Threat of New Entrants:
Local new entrants can prove out to be a threat for Axe for
example, Fogg in India has captured the market and has
become the market leader in a short span of 7-8 years ousting
Axe from the top.
Branded competition:
The likes of Adidas, Reebok, Nivea and many others have
entered the Deodarant market. They cannot be classified as
new entrants because they have existed in the market since
ages and Deodarant is just a new addition. But because of the
existing strong brand equity of these brands, they have
affected the sale of AXE quite a bit.
SeasonalVariationin Sales:
Deodorant sells more in the summers and hence the
seasonal variation in the business is difficult to manage.

26. P a g e 26 |24

27. P a g e 27 |24