This is a marketing plan of Axe Deodorant.

1. AXE DEODORANT
Group Members:
Sandeep Kumar
Abdullah Shahid
“Feel the Fragrance, feel
the Nature”

2. INTRODUCTION
Name of company:
Type of company: Private
Type of business: Deodorant and perfumes
Product: Organic Deodorants
AXE DEODORANT

3. EXECUTIVE SUMMARY
 Through this Marketing Plan we came to know about various
important aspects of promotional mix and marketing techniques
and know that how one of the leading brand of deodorant AXE.
It promotes its product and tries to retain its customers through:
advertisement, public relation, interactive marketing and sales
promotion, and launching new product range which is very
important for any brand to maintain its good position in the
market.

4. NEW PRODUCT RANGE:
Botanical Essence:
 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.
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.

5. CONTINUE…….
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.
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
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.

6. PHYSICAL PRODUCT
TEA
GREEN
AMBRE
ESSENTAIL

7. MISSION:
Product Mission
“To be 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.”
Economic Mission
“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.”

8. VISION:

9. PRODUCT OBJECTIVES
1. To establish unique Organic AXE deodorant for the people who are living in
Pakistan.
2. To provide with the friendliest services with affordable prices of AXE deodorants.
3. To satisfy customers.

10. PRODUCT REVIEWS:
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
Rs: 400, a 175ml pack Rs:600 and even travel packs Rs:50.
Our deodorants come in very unique and appealing bottle which will catch your eye on
the first sight.

11. AXE PRODUCT EXTENSION
 Within underarm care
the following are
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

12. 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. SEGMENTATIONGeographic
 Urban
 Semi-urban
Psychographic
 Lifestyle: Outdoor Oriented
 Personality: Fashion Oriented and
Trendy
Demographic:
 Age-group: 16-25yrs
 Gender: Male (Female)
 Income group: Middle and Upper middle
 Occupation: Students and Bachelors
Behavioral:
 Occasions: Regular
 Benefit: Quality, economical
 User status: Regular user
 User rate: medium

14. SEGMENTING-TARGETING-POSITIONING
(STP)
STP
Segment: Two Segments: Male (16-30) & Girls (16-30).
Target Market: Target the male urban youth as well as female – mass
urban product.
Positioning:
The company extensively uses TV ads and conducts
many Campaigns.
We emphasize on the message that the Brand users are
high on Confidence.
“Adventurous” Marketing Strategy because this brand
deals with the girls and seduction.

15. UNIQUE SELLING PROPOSITION

16. 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.

17. 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:
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.

18. 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.

19. PROMOTIONAL STRATEGY
“Feel the Fragrance feel the Nature”

20. MARKET RESEARCH OF AXE
 Sales Person
 Dealers
 Consumers
Periodicals and Newspapers
Govt. Publications and
Reports
Trade Associations
Published Surveys of Markets

21. ORGANIZATIONAL STRUCTURE FUNCTION
General Manager
Operation Manager
Marketing Manager
Administration
Manager
Finance Manager

22. LIST OF ADMINISTRATION
PERSONNEL
POSITION NO. OF PERSONNELS
General Manager 1
Administration Manager 1
Marketing Manager 1
Operation Manager 1
 General Worker 2
Financial Manager 1

23. OPERATION BUDGET
Type Fixed Asset Cost (Rs.) Monthly Expenses
(Rs.)
Other Expenses (Rs.)
Operational Equipment 150,000.00
Raw Material
50,000.00
Salary 30,000.00
Misc. Expense 10,000.00
Other Equipment's 50,000.00
TOTAL 150,000.00 90,000.00 50,000.00

24. SWOT ANALYSIS