Axe, owned by Unilever, is a brand of male grooming products launched in India in 1999, known for its deodorants and marketed as a 'weapon of seduction' with various fragrances. To penetrate the rural Indian market, strategies need to be adjusted, focusing on affordability, availability, awareness, and acceptability, while considering the distinct lifestyle and needs of rural consumers. Pricing strategies emphasize low costs and value for money, alongside tailored promotion methods suitable for thinly populated rural areas.

2. By:KishlayrajAshishzutshiPriyaArpit

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4. IntroductionType:Malegrooming productsCurrent owner:UnileverCountry of origin:FranceIntroduced:1983Introduced in india:1999

5. INTRODUCTIONaxe, or lynx is a brand of male grooming products, owned byAnglo-Dutchcompany Unilever who manufacture a range of products in the health & beauty,householdcleaning, food and ice cream categories.Axe's lead product is adeodoran body spray. The brand also includes deodorantsticks,roll-ons, anti-perspirants, aftershaves and shower gels. In most of the contriesthe brand isnamedaxe; inAustralia, New Zealand,Ire land, and the United Kingdom it is named lynx due to conflicts regarding the trademark.• AXE Deodorant-1999•Tagline “The Axe Effect”•Portrayed as a ‘weapon of seduction’•Five Fragrance: Dimension, Java, Phoenix, Pulse and VoodooAxe, the deodorant that is considered cool, fashionable and stylish by young men waslaunched in India in 1999. Available in more than 60 countries around the world, it is aworld leader in male toiletries.Axe has a mix that is completely harmonised globally – from its proposition andcommunication to the product, as available on the shelf.

6. Issue ?????Capturing the Rural market of India

7. Rural Market of India

8. Scope in Rural MarketBuying powerRural:Urban=9:11

10. scope…..

11. But…But….But……Marketing mix for rural is very different from urban . Every Product and promotion, which is successful in cities , might not work in rural areas because of values and perception of the people…

12. So before talking about 4psWe must have to work on 4As that is:Affordability Availability Awareness Acceptability

13. Rural Market…now…….the wait is over !!!

14. 4Ps for AXE in RuralMarket !!!!

15. Product Product for rural market must be built or modified to suit the lifestyle and needs of the rural consumers . Product Strategies New/Modified Product.Utility Oriented Product3. Small unit packaging

16. So here we are with newMedicated

17. Why Medicated????for fragerancegerm free 90% less sweat

18. As a sensation !!!!!Hard forHarder !!!!Why ???For long lasting effect

19. Place A rural area as a place for promotion, distribution, and consumption is very different from town or cityPlace Strategy SegmentationCoverage of villages with 8,000 and above populationDistribution up to feeder markets/ Mandi towns.Direct Contact with rural Retail

20. Place

21. PRICE

22. PRICEPrice refers to the amount the customers has to pay in order to acquire a product or services 3C’s of PricingCustomer ValueCompetitors PricesCost of Company

23. The villagers due to their limited resources are very price sensitive by nature.Pricing StrategiesLarge Volume –low marginOverall Efficiency And passing on benefits to consumers.low cost/ value for money productLow volume-low price

24. Our priceRs 60 for 65 mlImagine less than a rupee Per ml

25. PromotionPromotion aspect always creates a challenge in rural markets because of the fact that village have thin population density and are widely spread over large remote areas

26. Media channelPrint mediaCinemaHoardingWall PaintingContestsReference group

27. How to POSITION !!!!As a medicated spray -for fragerance - germ free - 90% less sweat

28. As a stronger DEOStrong for Stronger !!!!!

29. Promotion :1Wait IsOver!!

30. Promotion:2The AXE effect

31. Promotion :3

32. The wait is over!!!!!!!

33. Promotion :5Hard for HARDER !!The AXE effect

34. Breaking news:GhareluHinshamai KAMI !!!The AXE effect

35. Thank you