FINAL REPORT (pdf all)

! ! !1!
Executive)summary)
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Unilever!has!been!one!of!the!most!successful!businesses!in!the!fast!moving!
consumer!goods!industry!over!the!past!few!decades.!Their!corporate!vision!of!
making!consumers!look!and!feel!good,!and!enhance!their!lives!with!Unilever’s!
products!has!been!one!of!the!key!sources!to!their!great!success!(unilever.com,!
2013).!
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In!this!particular!report,!the!focus!has!been!on!an!additional!new!product!that!
Unilever!has!decided!to!introduce;!which!is!the!ladies!version!of!the!existing!
Unilever!brand!‘Axe’.!The!product!is!going!to!be!introduced!with!the!name!‘Axe!
Anarchy’!with!both!male!and!female!versions!for!it.!The!decision!to!introduce!the!
ladies!version!of!the!body!spray!was!due!to!the!demand!of!women!for!the!
product!(Newman,!2012).!Hence,!Unilever!following!their!usual!traditions,!
decided!to!meet!the!consumers’!demand.!
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This!report!focusses!on!some!of!the!key!strategic!decisions!and!challenges!that!
Unilever!will!have!to!consider!while!introducing!the!product.!Since!Axe!
maintains!a!very!high!market!share!for!men’s!body!sprays,!it!is!vital!that!the!
Positioning!of!the!women’s!version!does!not!impact!the!perception!of!the!
product!for!men.!This!strategic!issue!has!been!explained!in!the!report!by!the!
recommendations!of!how!Unilever!should!promote!the!new!product!in!order!to!
be!most!successful.!Our!main!sales!pitch!is!through!promotion!of!the!product!by!
an!advertisement!created!for!this!product.!
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The!marketing!mix!strategy!consists!of!the!characteristics!of!the!product!itself,!
along!with!the!price!concepts!of!the!product!in!terms!of!competitors’!prices!and!
product!features.!The!place!factor!includes!information!on!distributions!channels!
and!inMstore!location!of!the!product.!
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Primary!research!is!a!significant!part!of!the!report,!and!was!conducted!through!
questionnaires!for!the!identification!of!the!target!segments.!The!data!was!also!
used!to!help!create!a!business!plan;!showing!projected!revenues,!marketing!
budget,!various!promotional!activities!and!create!product!awareness.!
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! ! !2!
Introduction)&)Company)background)
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The!company!was!founded!when!two!of!major!companies!in!1942!joined!forces!
which!is!today!knows!as!Unilever.!These!two!companies!were!Margarine!Unie!
and!Lever!Sunlight.!In!the!1930!another!company!joined!as!well!;!the!United!
Africa!Company!(UAC).!The!company!is!a!large!trading!conglomerate!with!strong!
positions!in!the!export!and!import!trade!in!Africa.!!
!
In!the!early!years,!Unilever!established!itself!as!a!major!company!with!global!
worldwide!activities.!It!built!or!bought!factories!in!Japan,!Argentina,!Brazil,!
Thailand,!Indonesia!and!India.!From!1945!onwards!Unilever!expanded!its!
activities!mostly!in!Europe.!!Products!of!Unilever!are!sold!globally!more!than!190!
countries!including!Africa,!Asia,!Latin!America,!Middle!East,!North!Africa!and!
Western!Europe.!!(Unilever,2012)!
!
Main!products!of!Unilever!include!Lipton,!Axe,!Close!up,!Rexona!,!Lux,!Sunsilk,!
Lifebuoy,!Vaseline,!Knorr,!Comfort,!Sunlight,!Hellmans,!Flora,!Ponds,Cif!and!Ben!
&!Jerry’s.!14!brands!of!the!mentioned!and!others!not!included!generated!1!billion!
£!!in!2012.!(Unilver,2012)!
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The!global!company!Unilever!launched!axe!in!August!of!2002!for!the!U.S.!market!
at!the!cost!of!$90m!at!the!time!when!Unilever!was!the!number!one!consumer!
products!manufacturer!(Neff!2002).!When!Axe!was!launched,!the!executives!at!
Unilever!had!to!get!into!the!mind!of!an!18MyearMold!male!and!judging!from!the!
current!success!and!popularity!of!the!product!they!succeeded.!Axe!now!looks!
forward!to!launching!‘Axe!Anarchy’!a!body!spray!with!scents!for!male!and!female!
consumers!(Unilever!2012).!!!Since!1983!Axe!has!been!launching!deodorants!for!
men.!Now!with!the!launch!of!Axe!Anarchy!for!women!Unilever!is!looking!forward!
to!amplify!its!range!of!products!to!the!different!gender!.!
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! ! !3!
Initial)Need)Analysis)
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Identify!Target!Customers!
Axe!products!were!initially!aimed!at!18!to!24!year!old!males!since!their!
launch!in!the!U.S.A.!in!2002!and!were!the!number!one!selling!deodorant!
for!this!segment!by!2004!(Givhan!2005).!The!goal!of!Axe!is!to!use!this!
success!to!launch!a!spin!off!version!of!the!deodorant!body!spray!targeted!
at!females!in!the!same!age!range,!effectively!doubling!their!target!market.!
In!the!U.S.!market!around!47%!of!women!in!this!age!group!use!body!
sprays!compared!to!17%!of!men!so!the!potential!market!size!of!the!
women’s!segment!is!even!greater!than!that!of!the!already!successful!
men’s!market!(Newman!2012).!
!
Convey!the!needs!of!these!customers!
The!needs!are!similar!for!both!the!male!and!female!segments!aged!18!to!
24!to!the!point!that!they!are!both!looking!for!increased!selfMconfidence!
and!to!get!an!edge!when!it!comes!to!meeting!members!of!the!opposite!sex.!
As!mentioned!before,!the!usage!of!body!sprays!by!females!is!a!lot!higher!
my!females!however!the!market!is!more!saturated!and!Axe!is!a!new!
player.!
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How!do!Axe!products!satisfy!these!needs?!
Axe!products!are!designed!to!look!and!feel!nonMthreatening!to!male!users!
masculinity!by!appearing!in!an!aerosol!can!it!differentiates!itself!from!
perfume!bottles!in!its!physical!shape.!The!name!of!the!product!‘body!
spray’!also!helps!to!create!this!distinction!(Smith!2005)!
Axe!Anarchy!is!a!new!scent!available!for!men!and,!for!the!first!time,!
women!in!a!limited!edition!scent!designed!for!girls!in!the!same!age!group!
(Unilever!2012).!
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! ! !4!
Further)Need)and)Value)analysis)
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Value!analysis!is!an!approach!to!improving!the!value!of!a!product!or!process!by!!
understanding!its!constituent!components!and!their!associated!costs.!It!then!
seeks!to!find!improvements!to!the!components!by!either!reducing!their!cost!or!
increasing!the!value!of!the!functions.)
Basically!"Value!Analysis"!is!an!attempt!to!make!an!item!more!efficient!by!either!
(a)!reducing!the!manufacturing!costs!or!(b)!improving!its!function.!
By!cutting!down!on!costs!on!manufacturing,!Axe!can!have!more!space!for!a!more!
profitable!product!when!selling!to!consumers.!Axe!also!saves!raw!material!in!
cutting!down!costs!hence!affording!to!make!further!more!products!for!its!
consumers.!Some!ways!to!cut!down!costs!are:!using!less!alcohol!to!make!the!
deodorants,!using!a!smaller!can!,!recycling!the!plastic!tops!and!reusing!them!
again.!!
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Need!Analysis!is!all!the!activities!used!to!collect!information!(such!as!research!or!
surveys..ect)!about!your!target's!wants,!desires,!expectations!ect...!Basically,!
collecting!data!on!what!your!target!is!interested!in.!It’s!a!process!in!which!you!
discover!what!your!target!(or!customer)!wants.!
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For!our!Need!Analysis,!Axe!can!set!up!test!labs!and!ask!random!consumers!to!
come!in!and!give!in!their!thoughts!and!opinions!about!the!product.!Axe!can!
choose!different!consumers!from!different!age!groups!and!see!what!opinions!
they!come!up!with!and!use!that!to!their!benefit!in!producing!their!next!product.!!
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Another!way!Axe!can!work!on!Need!Analysis!is!to!setup!questionaries’!and!pass!
them!out!to!whoever!purchases!their!products!and!ask!them!to!fill!it!out!after!
they!use!the!product!for!a!month!with!a!promise!of!the!consumer!winning!a!
prize.!By!mentioning!to!the!consumer!that!they!win!a!prize,!this!will!make!the!
consumer!more!likely!to!complete!the!survey!or!questionnaire.!!
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By!performing!these!various!methods!of!collecting!information!about!your!
consumers,!Axe!will!have!a!better!understanding!of!the!whole!situation!in!hand.!
Axe!can!target!specific!consumers!by!knowing!their!wants!and!needs.!By!
reaching!to!their!target!audience!,!Axe!users!will!become!more!loyal!to!the!brand,!
feeling!and!believing!that!Axe!is!tailoring!to!their!specific!needs.!Hence!making!
them!feel!they!are!needed.!
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! ! !5!
Situational)Analysis)
Applying!the!PESTEL!framework!and!Porters!Five!Forces,!will!explain!the!factors!
Unilever!will!have!to!consider!inMorder!to!launch!the!Axe!body!spray!for!women!
in!the!U.A.E!market.!(Presently!known!as!Axe!Anarchy!in!other!markets).!
!
Political!M!Unilever!has!been!present!in!the!U.A.E!for!many!years,!hence!they!are!
well!familiar!with!rules!&!regulations!of!the!country!and!would!not!have!any!
major!issues!while!introducing!Axe!for!women,!as!they!already!have!the!same!
line!of!product!for!men.!
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Economic!M!It!plays!a!key!role!for!Unilever,!since!they!would!need!to!identify!the!
current!existing!brands!for!women!body!sprays!and!there!key!success!factors!
such!as!the!price!of!those!existing!brands!and!how!competitive!they!can!be.!For!
instance,!FA,!Nivea!and!Dove.!The!economic!factor!will!also!include!the!market!
conditions!and!whether!a!change!in!the!economy!would!have!a!significant!impact!
on!the!sales!of!the!product.!!
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Social!M!The!culture!and!demographic!aspect!here!would!be!important.!Unilever!
needs!to!analyze!the!various!cultures!present!in!the!U.A.E!market!and!how!they!
could!match!the!needs!of!the!women!of!majority!of!the!culture!respectively.!Axe!
is!generally!targeted!towards!the!younger!generation!between!the!ages!18M
24.(Newman,!2012)!It!has!gained!a!lot!of!popularity!on!social!media!such!as!
Facebook,!receiving!2.3!million!likes,!of!which!around!a!quarter!were!by!women.!
It!also!been!said!that!women!have!been!demanding!for!an!axe!female!body!spray!
for!a!while!now.(Newman,!2012)!
!
Technological!M!Unilever!could!consider!replacing!the!traditional!top!off!caps!that!
are!present!in!the!market!for!women!body!sprays!with!the!‘Drag!and!Press’!!
technology!they!have!for!their!sprays!for!men.!It!is!a!more!convenient!method!
and!also!ensures!child!safety.!
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Environmental!M!It!is!essential!for!any!brand,!especially!for!a!major!brand!like!
Unilever!to!have!a!good!image!in!relation!with!environmental!care.!Since!this!is!a!
new!product!they!are!launching!in!this!market,!Axe!could!make!some!changes!in!
the!components!of!the!packaging!to!promote!an!innovative!method!of!
environmental!care!distinct!from!its!competitors.!
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Legal!M!This!factor!is!well!familiarized!by!Unilever!with!the!solid!platform!that!
they!have!in!the!U.A.E!market.!However,!regarding!their!advertisements!for!the!
new!product,!they!would!need!to!be!very!careful!of!respecting!the!Muslim!
culture!and!make!sure!it!doesn’t!hurt!any!cultural!values.!Anything!too!
inappropriate!would!be!unapproved!by!the!authorities.!!
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! ! !6!
Porters)Five)Forces)Analysis)
Bargaining!
Power!of!Buyers!
Bargaining!
Power!of!
Suppliers!
Threat!of!
Substitutes!
Rivalry!among!
competing!firms!
Threat!of!new!
entrants!
Strong! Moderate! Moderate! Strong! Weak!
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Power!of!Buyers!M!The!bargaining!power!of!buyers!is!determined!by!size!of!
consumers.!A!huge!number!of!consumers!purchase!body!sprays!of!various!
brands!as!and!when!required.!Similarly,!there!are!many!firms!offering!body!
spray!brands.!With!easy!availability!of!unlimited!body!spray!brands!for!
consumers,!power!of!consumers!is!relativelty!strong.!
!
Power!of!Suppliers!M!A!supplier!power!is!determined!by!the!number!of!
participants!in!the!industry!offering!the!product!of!same!nature.!Apart!from!
unilever,!other!well!established!brands!are!existing!in!the!market!offering!body!
spray!for!women!at!a!reasonable!price!and!have!a!good!image!in!the!market!as!
well.!However,!Unilever!has!been!serving!the!consumers!at!there!best!across!all!
regions!and!has!a!good!image!in!the!market,!this!force!is!moderate.!
!
Threat!of!Substitutes!M!The!most!common!substitute!for!body!spray!amongst!
women!is!the!deodorant!stick.!It!depends!more!towards!personal!preference,!
however!if!a!high!percentage!of!women!prefer!to!use!deodorant!sticks!rather!
than!body!sprays!due!to!maybe!better!effectiveness!,!this!could!be!a!main!threat!
to!Axe!and!Unilever!as!a!threat!of!substitute!relatively!moderate.!
!
Rivalry!M!There!are!many!substitutes!available!in!the!market!that!would!act!as!a!
competition!for!Axe!women!body!spray.!!Even!though!Axe!is!a!well!known!brand!
in!UAE,!the!existing!brands!such!as!Fa,!Nivea!etc!are!doing!well!in!terms!of!there!
product!offering!and!having!a!good!image!targeting!the!women!audience,!due!to!
which!rivalry!among!competing!firms!is!relatively!strong.!
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Threat!of!New!Entrants!M!The!threat!of!new!entrants!is!relatively!low!for!Unilever!
as!its!not!that!easy!for!a!new!entrant!in!the!market!to!compete!with!Unilever!at!
such!a!large!scale.!Moreover,!a!huge!investment,!financial!and!technological!both!
is!required!for!a!brand!to!reach!to!a!point!of!brand!creation!and!establishment!of!
image!in!the!market.!
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Proposed)Segments:)
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Although!markets!can!be!segmented!into!identified!age!groups,!men!who!aspire!
to!perspire!less!and!smell!better!also!seek!Axe;!these!men!aren’t!confined!by!that!
particular!age!gap.!There!is!definitely!a!matter!of!aspiring!to!feel!wanted!by!the!
opposite!sex,!while!also!taking!a!trip!into!a!younger!age!that!reminisces!the!
oozing!confidence.!The!same!applies!to!women,!who!as!Axe!users!would!
capitalize!on!laws!of!attraction,!captivating!smells,!camouflaged!body!odors,!and!
even!age!regression!(Gold!2009).!

! ! !7!
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Furthermore,!Axe!is!intended!to!inspire!men!to!be!at!their!best!at!all!times,!and!it!
is!often!portrayed!on!ads!being!worn!by!the!most!common!and!average!rugged!
underdog.!Since!Lynx/!Axe!have!always!promoted!themselves!as!an!accessible!
entry!level!product,!available!to!any!man!who!seeks!leverage!with!the!opposite!
sex,!priced!very!affordably,!the!product!makes!itself!unbiased!towards!a!
particular!segment!and!plunges!into!the!massive!$1!billion!industry.!
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This!very!same!industry!is!easily!replicated!if!a!product!is!addressed!at!
physically!active!women,!who!want!to!“glow”!from!time!to!time,!and!feel!the!
need!to!always!be!at!their!best.!Attractiveness!is!a!perception!that!varies!from!
person!to!person,!but!when!we!deal!in!extremes,!it!can!be!either!irrefutable!or!
absolutely!unattractive.!Axe!aims!to!bridge!these!extremes!and!capitalize!on!
other!sensory!appeals,!other!than!vision.!(Newman,!2012)!
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! ! !8!
Target)segment)and)justification!
Considering!the!expanse!of!Unilever’s!array!of!products,!diversifying!with!Axe!
seemed!like!the!obvious!route.!Young!men!between!the!ages!of!18!and!24!are!
currently!the!target!segment!for!this!product,!hence!incorporating!this!product!
into!a!female!version!could!be!a!challenge.!Unilever!identified!itself!as!the!largest!
and!most!successful!deodorant!brand!in!the!World,!spanning!over!more!than!80!
countries,!with!just!about!10!million!facebook!followers.!The!Unilever!product,!
having!achieved!an!iconic!presence!in!many!markets,!found!itself!in!a!collision!
course!into!a!growth!barrier,!as!the!market!span!for!men!is!nearly!dominated.!
Taking!into!account!the!social!media!reading,!Unilever!identified!that!out!of!the!
2,3!million!facebook!product!“likes”!with!the!majority!being!men,!a!quarter!of!the!
product!following!derived!from!women.!(Unilever!Press,!2013)!
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This!obviously!presented!itself!as!an!opportunity!to!target!the!same!age!range!in!
women,!who!seek!to!be!felt!attractive!by!the!opposite!sex.!Capitalizing!on!highly!
active!women!who!want!to!smell!and!feel!attractive,!who!feel!swept!away!by!
previous!campaigns!designed!for!rugged!stylish!men,!now!have!at!their!disposal!
the!“Anarchy”!female!version!to!peruse.!The!teaser!campaign!revolves!around!
the!ad:!“Axe:!Anarchy!is!coming.”!following!the!same!structure!as!for!men,!
revolving!around!the!witty!laws!of!attraction.!Highly!vested!in!creating!an!aura!of!
the!targeted!gender!being!chased!around!by!the!opposite!sex,!while!dishing!out!a!
sense!of!manipulation!and!control,!when!wearing!Axe/!Lynx.!In!reality,!it!is!
based!around!a!false!sense!of!power,!since!men!are!less!sensitive!to!smells!than!
women,!and!this!entire!campaign!and!product!launch!revolves!around!that!
principle,!hence!required!to!additionally!tune!up!to!a!scent!that!creates!that!
sense!of!desire,!without!conflicting!with!science.!(Abbasi,!2007)!
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Past!research!carried!out!by!known!figures!such!as!Freud!and!Fleiss,!
demonstrates!the!impact!that!smell!can!have!on!a!person,!and!how!it!related!to!
attraction.!Several!follow!up!studies!were!carried!out!to!determine!the!impact!of!
such!statements,!and!later!on!ratified!to!exclude!the!extremism!of!these!
perspectives,!but!in!essence!they!argued!that!attraction!between!two!different!
genders!originates!from!the!first!encounter,!and!how!resonating!smells!create!a!
sense!of!belonging,!and!how!they!can!be!later!on!tied!in!with!choices!in!life!
partners.!(Perkins,!2007)!
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Obviously,!Unilever!doesn’t!intend!on!providing!the!mating!spark,!but!their!
campaigns!revolve!around!bringing!the!opposite!sexes!together!through!smell;!if!
it!can!be!applied!to!men,!then!it!can!also!be!adjusted!to!fit!women’s!needs.!
Naturally!for!women,!the!age!range!will!tend!to!be!further!adjusted!to!between!
16!and!26,!considering!women!mature!at!a!faster!rate!than!men.!Women!have!
been!considerably!displaced!in!society!over!the!past!2000!years!and!their!
equality!with!men!has!been!somewhat!oppressed,!but!they!are!rapidly!gaining!
momentum!in!achieving!equal!rights!and!equal!opportunities.!This!contributes!
for!the!identification!of!a!particular!segment!of!ambitious!strata!of!women,!who!
want!to!stand!out!and!stand!up!in!society.!(Moglen,!1983)!
!

! ! !9!
Entrepreneurial,!Ambitious!or!Employed!with!potential!for!growth;!all!these!
women!have!in!common!is!their!thirst!for!power!and!growth,!while!their!
profession!is!usually!a!driver,!the!lifestyle!represents!a!specific,!nearly!tangible!
sect!of!society!that!Unilever!seeks!to!target.!Not!necessarily!a!feminist!
movement,!but!usually!a!large!community!of!women!aspiring!to!take!back!the!
reigns!and!communicate!aspiring!control!of!themselves!and!the!world!around!
them.!This!lifestyle!falls!within!the!psychographic!aspect!of!the!segmentation!
aforementioned,!depicting!the!kind!of!woman!who!knows!what!she!wants;!who!
has!her!life!under!control!and!knows!where!she’s!going!with!it.!Axe!is!therefore!
aspiring!to!be!yet!another!icon!for!the!opposite!sex,!this!time!around.!Redefining!
the!product!means!reinventing!its!purpose,!hence!granting!it!the!status!that!is,!
while!powerful,!not!extremely!feminine,!so!as!not!to!tarnish!the!currently!
existing!market!for!men,!which!it!dominates.!
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The!male!and!female!versions!will!be!distinct!in!color!and!shape,!yet!the!theme!
remains!the!same,!paying!homage!to!the!laws!of!attraction!through!humor!and!
sophistication.!Focusing!on!the!creation!of!chaos,!through!the!ongoing!
commercials!released!for!“Anarchy”,!Unilever!successfully!implements!its!
product!in!the!minds!of!female!consumers,!while!also!leaving!the!male!
community!with!yet!another!advertisement!filled!with!gorgeous!women!raising!
havoc!amongst!men…!
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! ! !10!
Substitutes)and)Direct)Competition!
!
The!deodorant!market!for!women!is!highly!competitive!and!introduction!into!the!
market!can!be!a!risky!maneuver!if!the!right!marketing!strategy!is!not!adapted!to!
introduce!the!product.!The!market!is!full!of!products!that!can!be!considered!as!
direct!competition!or!substitutes.!Unillever!itself!already!has!various!successful!
products!present!in!the!market!that!will!be!in!competition!with!Axe!for!women.!!
For!instance!Dove!has!a!strong!presence!in!the!market!and!its!products!are!
already!considered!to!be!on!the!top!selling!brands!for!cosmetics!among!women.!
In!order!to!break!into!the!market!Axe!has!to!look!into!the!substitutes!and!direct!
competitors!and!create!an!image!and!identity!separate!from!the!products!
already!available.!
!
Substitutes!also!known!as!indirect!competition!are!products!that!have!the!same!
use!but!are!packaged!or!marketed!differently!because!of!different!functionality.!
The!substitutes!for!Axe!body!spray!are!sticks;!roll!on,!cream!and!antiperspirant!
dropping!bottles.!Women!prefer!to!use!sticks!and!roll!ons!over!sprays!as!the!
amount!to!apply!the!deodorant!can!be!controlled!and!applied!accurately!on!the!
body.!Liquid!from!stick!and!roll!on!cannot!be!sprayed!into!eyes!which!is!a!
commonly!experienced!by!users!of!body!!spray.!When!the!liquid!in!body!spray!is!
sprayed!another!complication!experienced!by!users!is!the!inhalation!of!liquid!
when!being!sprayed!on!the!body.!Women!prefer!sticks!and!rollMons!do!not!
experience!these!issues.!
!
RollMon!deodorants!have!a!ball!in!the!top!of!the!bottle!and!are!applied!by!the!user!
on!the!skin!rubbing!the!ball!to!the!specific!body!part.!Cream!deodorant!is!applied!
using!the!fingertips!where!as!stick!deodorant!are!transparent!or!white!in!colour!
and!considered!as!dry!deodorants.!They!are!rubbed!on!the!body!part!using!the!
bottle.!Antiperspirant!is!a!substitute!of!deodorant!as!well.!The!difference!
between!a!deodorant!and!a!antiperspirant!is!that!a!deodorant!is!used!for!
neutralising!the!smell!and!it!takes!an!antiseptic!action!against!the!bacteria!
produced!by!the!sweat,!where!as!antiperspirants!work!by!clogging,!closing!or!
blocking!the!pores!on!the!skin!with!powerful!astringents!such!as!aluminium!salts!
so!that!they!can't!release!sweat.!Deodorants!are!preferred!over!antiperspirant!as!
they!are!considered!to!be!harmful!to!the!user.!Some!of!the!substitute!brands!for!
Axe!body!spray!for!women!are!Nivea!deodorant!stick,rollMon!and!antiperspirant,!
Dove!stick!rollMon!and!antiperspirant,Lady!dry!stick!antiperspirant!and!
deodorant,!Secret!!antiperspirant!and!deodorant,!FA!deodorant!rollMon,!Avon!
deodorant!rollMon!and!stick,!Mitchum!Lady!cool!dry!sticks!and!rollMon!and!Boots!
rollMon!and!sticks!deodorant.!
!
Direct!competition!is!where!products,!which!perform!the!same!function,!
compete!in!the!market!against!one!another.!The!reason!why!women!prefer!
sprays!to!rollMons!and!sticks!are!because!spray!is!more!convenient!to!use!then!
using!a!rollMon.!The!roller!ball!in!rollMons!collects!to!dust,!water,!sweat!and!and!
scales!from!the!skin!and!the!liquid!gets!contaminated!by!these!particles!thus!it!is!
harmful!to!the!human!body,!it!can!lead!to!skin!irritation!and!it!has!shorter!
durability!then!spray.!The!body!spray!is!normally!applied!by!using!an!aerosol!
can,!which!contains!the!liquid.!The!consumer!uses!the!can!to!spray!the!liquid!on!

! ! !11!
the!body!part.!The!top!competitive!brand!for!body!sprays!are!Dove,!Nivea,!FA,!
Boots,!Mitchum,!Lady,!Secret!and!Adidas.!
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! ! !12!
Product)Strategy)
!
As!Axe!for!Women!is!currently!in!its!launching!phase,!it!capitalizes!in!one!scent.!
While! remaining! rather! tentative,! it! seems! like! enough! market! research! was!
carried!out,!as!it!is!proving!to!sell!fast!in!retail!outlets.!The!lack!of!options!in!
terms! of! fragrances! makes! it! stand! out,! but! at! the! same! time,! automatically!
shoots! it! to! second! plan,! when! women! seek! variety.! One! has! to! consider! that!
women!aren’t!as!black!and!white!as!men!are,!and!they!are!required!to!be!offered!
choices,!even!if!they!do!end!up!buying!the!first!thing!they!saw.!In!terms!of!design!
and! label,! it! follows! the! identity! of! other! Axe! for! men! products,! so! as! to! not!
disperse!into!creating!two!separate!identities!for!male!and!female.!Considering!
Axe!overall!positions!itself!as!a!premium!product,!no!discounts!or!bundling!of!
products!are!offered!to!women.!This!could!be!reflective!of!a!below!par!market!
share,!and!the!advertizing!coverage!follows!the!same!stigma.!Axe!for!women!fails!
to!compete!at!the!level!of!deodorant!sticks,!making!it!yet!again,!short!in!variety.!
!
Nivea! body! spray,! while! offering! a! better! range! than! Axe! for! women,! pales! in!
contrast!with!FA,!which!remains!predominantly!better!at!offering!variety.!On!the!
other!hand,!due!to!heavy!focus!on!skin!care,!Nivea!remains!quoted!as!the!better!
option! in! terms! of! product! quality! and! brand! awareness! among! women! in!
general.!The!advertising!campaign!focus!and!respective!coverage!gives!therefore!
Nivea! an! edge! over! FA! and! Axe! alike,! making! it! a! market! leader! in! terms! of!
market!share.!FA!capitalizes!more!on!the!pricing!factor,!often!offering!bundles!
and! discounts,! high! quantities! readily! available! in! stores,! as! well! as! central!
positioning!in!the!deodorant!and!spray!aisles!of!retail!outlets.!
!
Secret,!a!Proctor!and!Gamble!product,!offers!the!same!sort!of!variety!as!Nivea,!
placing!most!focus!on!the!quality!of!the!product!inside!the!casing,!outside!design!
and!label,!packaging!while!at!the!same!time!giving!great!value!for!money.!Secret,!
like! most! Unilever! products! beyond! Axe,! requires! very! little! advertising!
coverage,!relying!merely!on!its!P&G!logo!to!offer!reassurance!of!great!value!for!
money!to!any!repetitive!household!purchase.!
!
Last,! but! not! least,! Adidas! plays! very! little! focus! on! its! positioning,! fragrance!
selection,!quality,!design!or!even!in!creating!value!for!money.!The!Adidas!stance!
is!almost!one!of!neglect,!relying!merely!on!the!international!brand!name!to!sell,!
yet!another!addition!to!their!vast!range!of!sports!products.!It!also!seems!to!be!
the!only!product!that!lacks!the!adequate!positioning!and!online!information,!in!
contrast!with!all!the!others!mentioned!before.!
!
While! Axe! remains! weak! with! lack! of! choice! offering,! it! places! itself! as! the!
strongest! product! among! the! shelves,! remaining! predominantly! a! star! in! the!
rising.!The!market!share!is!growing,!the!advertising,!packaging,!positioning!and!
appeal! continue! to! dominate! consumer! preference.! Brand! loyalty! and! product!
quality!seem!to!stand!out,!with!the!crowds!of!women!who!place!their!fate!in!a!
product!that!invests!heavily!in!its!own!image,!as!much!as!it!associates!itself!with!
the!sex!appeal!factor;!an!area!that!other!brands!fail!to!grasp.!
!

! ! !13!
Lady! sticks,! of! the! various! brands! mentioned! before! leave! Axe! in! the! wind,!
grasping!an!indirectly!competing!market.!Our!feel!is!that!Axe!is!plotting!its!next!
big!expansion!soon.!
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! Unilever! Axe! Axe!Anarchy!
Product!
Design:!Generally!conservative!using!basic!
colors!associated!with!personal!care!
products!such!as!blue,!green,!and!white.!
!
Packaging:,Long!and!slender!containers!
for!body!spays!and!deodorants!with!top!
caps.!Aluminum!material!is!generally!used!
on!the!container!and!plastic!on!the!top!cap.!
,
Quality:,Reputable!brands!with!functional!
uses!to!meet!utilitarian!needs!of!
customers.!Most!deodorant!sprays!offer!
additional!product!features!eg.!48Chour!
protection!from!odor.!,
,
Branding:,The!main!brands!within!
Unilever!for!personal!care!and!deodorant!
sprays!are:!Dove,!Rexona,!Timotei,!
Vaseline.!Each!brand!symbolizes!a!
different!product!ethos!and!has!a!specific!
focus.!Dove!focuses!on!skin!care!and!
health,!rexona!on!protection!from!
perspiration!and!performance,!timotei!on!
natural!ingredients,!and!Vaseline!on!the!
feel!and!functionality!of!the!brands!
product!lines.,
,
,
Design:!Black!background!and!silver!‘axe’!
font!with!coloration!based!upon!the!
scent/version!of!the!product.!eg.!Gold,!
brown!and!dark!brown!for!their!coco!
scent!“dark!temptation”.!
!
Packaging:,Short!and!stubby!container!
with!a!twist!cover!cap!and!spray!button!
underneath.!Aluminum!is!used!on!the!
body!as!for!all!similar!Unilever!product!
lines;!the!twist!cap!is!made!from!plastic.!
,
Quality:,Focused!instead!on!hedonic!
needs!of!customers,!the!product!features!
found!in!other!product!lines!are!
abandoned!in!favor!of!a!good!scent!and!
other!intangible!aspects.,
,
Branding:,Each!axe!body!spray!has!a!
main!focus!on!its!scent!–!the!scent!is!
almost!a!sub!brand!of!the!axe!product!line!
and!customers!are!usually!loyal!to!a!
certain!scent!within!Axe.,
!
Design:!The!men’s!version!follows!
the!same!Axe!design.!The!women’s!
version!consists!of!a!silvery!white!
background!with!pink!and!purple!
accents!to!show!the!femininity!of!
the!scent.!The!Axe!font!is!black!and!
is!understated.!
!
Packaging:,The!same!container!is!
used!for!this!product!as!in!the!entire!
Axe!range,!only!the!design!changes.!
,
Quality:,It!is!not!positioned!as!a!
high!quality!or!luxurious!product!
which!is!apparent!from!the!price!
point!and!functional!packaging!–!It!
is!designed!for!daily!use!and!most!of!
the!quality!care!for!this!product!lies!
in!the!scent!as!in!the!other!products!
in!the!Axe!product!line.,
,
Branding:,As!mentioned!before!the!
Scents!Axe!offers!form!subCbrands.!
The!Anarchy!brand!symbolizes!a!
carefree!attitude!and!the!connection!
between!men!and!women.!
!

Price!
Dove,deo,spray,:,
Carrefour!=!11.25!dhs!
Geant!=!12.50!dhs!!
Choithrams!=!13.50!dhs!
Park!N’!Shop!=!13.50!dhs!
!
Rexona,48hr:,,
Geant!=!12.50!dhs!
,
!
!
Same%pricing%as%Axe%Anarchy%%
Axe,Anarchy,
Geant!=!15.50!dhs!!
!
Highest!pricing!in!Unilever’s!
personal!care!body!sprays!and!
deodorants.!
!
Marginal!price!gap!between!more!
technically!orientated!products!such!
as!Rexona!48hr.!
!
Place!
Presence!in!all!major!supermarkets.!
!
Supermarkets,surveyed:,
Carrefour!
Geant!
Choithrams!!
Park!N’!Shop!!
!
Location,in,Store:,
Personal!care!items,!body!sprays!are!found!
next!to!hair!care!products!and!shaving!
products.!
!
Location,in,store:,
Sometimes!found!near!deodorant!and!
antiperspirants,!other!times!placed!near!
colognes,!perfumes!and!eau!de!toilettes!in!
a!dedicated!fragrances!section!in!larger!
supermarkets!!
Location,in,store:,
The!female!version!of!Axe!Anarchy!
is!mostly!found!next!to!the!male!
version!of!the!product!in!sections!
for!male!personal!care!items!–!no!
effort!is!taken!by!the!supermarkets!
to!display!it!as!a!women’s!brand.!

!
Promotion!
%Relies%often%on%the%foundation%set%by%the%
Unilever%brand%image,%predefined%as%family%
oriented%and%affordable.%Doesn’t%overload%
the%product%with%heavy%marketing%costs%so%
as%to%maintain%the%product%entryAlevel,%
market%penetration%strategy%based.%
Heavily%guided%by%its%marketing%impact%of%
TV%Commercials,%Radio%Advertising,%among%
other%forms%of%Online%Media%presence%such%
as%with%facebook%fan%pages,%twitter%posts%
and%other%social%networks.%Positions%the%
current%young%user%strata%as%brand%
ambassadors.!
Tackles%the%female%side%with%the%same%
intensity%as%men,%taking%a%strong%
stance%on%sex%appeal.%Strongly%reliant%
on%TV%and%Radio%Commercials,%Online%
Social%Media,%as%well%as%giveAaway%
sachets%inside%women’s%magazines.!

!
!
KEY:!!3!Point!ScaleF!The!characteristics!and!performance!of!the!product!are!rated!from!3!alternatives!which!are!the!following:!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!1=!Less!than!average!! F!Less!than!expected!performance!or!characteristics.!!
!!!!!!2=!Average!!!!!!!!!!!!!!!!!!!!!!!!!! FSatisfactory,!or!just!meets!the!expectations!
!!!!!!3=!Above!Average!!!!!!!!!!!!! F!Beyond!the!expected!performance!or!characteristics!
!
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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Direct!Competitors!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Indirect!Competitors!!
!
!
!
! Axe!for!ladies!
(Unilever!
product)!
Nivea!body!
spray!
FA!body!
spray!
Secret!
(P&G!product)!
Adidas! Lady!stick!
(specialized!in!
deodorant!sticks)!
Nivea/Fa/Secret!
rollFons!and!
deodorant!sticks!
Product(porfolio( ! ! ! ! ! ! !
Fragrance!selection! ! ! ! ! ! ! !
Product!Quality! ! ! ! ! ! ! !
Design/Label! ! ! ! ! ! ! !
Brand!Awareness! ! ! ! ! ! ! !
Packaging! ! ! ! ! ! ! !
User!convenience! ! ! ! ! ! ! !
Purpose!of!use!Variety!! ! ! ! ! ! ! !
Price(perception:( ! ! ! ! ! ! !
Value!for!money! ! ! ! ! ! ! !
Discounts/bundling! ! ! ! ! ! ! !
( ! ! ! ! ! ! !
Place:( ! ! ! ! ! ! !
Market!share! ! ! ! ! ! ! !
In!store!location! ! ! ! ! ! ! !
Quantity!in!store! ! ! ! ! ! ! !
! ! ! ! ! ! ! !
Promotion:( ! ! ! ! ! ! !
Advertising!Coverage! ! ! ! ! ! ! !
Advertising!Appeal! ! ! ! ! ! ! !
Positioning! ! ! ! ! ! ! !
Online!Information! ! ! ! ! ! ! !

! ! !19!
Background)Assumptions)&)Constraints)
Communication!Constraints:!!
Email:!Group!email!is!effective!but!is!very!formal!and!group!members!do!not!ask!
smaller/less!important!questions!as!this!would!unnecessarily!clutter!the!inboxes!
of!other!members.!This!can!sometimes!lead!to!confusion!and!the!smaller!details!
can!be!missing!if!other!members!did!not!understand!the!original!group!
communication.!The!response!time!of!email!communications!is!largely!
dependent!upon!how!frequently!the!group!members!check!their!email.!This!
ranges!from!1!hour!to!24!hours!typically.!!
!
BBM!group:!Less!effective!than!email!for!major!communications!as!large!
messages!can!cause!clutter!on!the!screen!of!a!blackberry!phone.!In!contrast,!it!is!
perfect!for!small!communications!between!members!as!there!is!a!fast!response!
time!as!people!usually!check!their!phones!every!5!to!10!minutes.!Members!who!
were!active!on!bbm!usually!submitted!better,!more!complete,!essay!
contributions.!!
!
Mobile:!Slightly!more!time!effective!than!the!bbm!group!yet!other!group!
members!cannot!see!conversations!so!messages!have!to!be!repeated.!It!is!also!
not!a!cost!effective!option!as!bbm!is!a!set!fee!for!unlimited!communication!
whereas!calls!are!charged!by!length!of!connection.!This!method!was!the!least!
used!and!is!only!employed!when!only!very!detailed!explanation!is!necessary!and!
cannot!be!understood!on!bbm.!!
!
Research!Constraints:!Unilever!aims!to!keep!its!brand!identities!separate!and!
they!do!not!wish!to!distort!or!dilute!their!marketing!communications!in!order!to!
appeal!to!larger!segments.!This!disconnection!in!the!product!lines!makes!
comparing!or!understanding!the!point!of!parity!in!these!products!very!hard.!At!
first!glance!it!seems!as!if!Unilever!is!treading!on!its!own!feet!until!you!see!that!
within!a!certain!category!the!products!form!distinct!market!segments.!
)
Product!Assumption:!At!first!it!was!assumed!that!Axe!Anarchy!was!only!available!
as!a!spray!for!women!however!there!is!also!a!men’s!version!of!the!body!spray!
under!the!same!name!but!with!a!distinct!scent!and!packaging!to!mark!the!
difference.!Axe!Anarchy!is!also!available!as!a!shower!gel!scent!for!men!and!we!
presumed!the!same!would!be!true!for!the!women’s!version!of!the!scent,!this!was!
not!the!case!and!in!addition,!the!women’s!version!of!Axe!Anarchy!is!also!a!limited!
release!so!it!might!not!be!here!to!stay!(Anon!2012).!!
!
Market!Assumption:!Axe!is!the!number!one!body!spray!for!men!since!2004!and!
we!predict!that!they!will!want!to!create!the!same!effect!on!the!women’s!market!
by!aiming!to!be!the!market!leader!in!that!segment!and!overcome!its!rivals.!
!
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)

! ! !20!
Primary)Market)Research:)
!
At! each! of! the! retail! outlets! visited,! under! the! healthcare! products! aisle,! the!
deodorants! and! body! sprays! remained! relatively! differentiated! in! terms! of!
appearance!and!display.!Clearly!appearance!and!design!played!a!relevant!part,!
but! some! products! were! much! more! heavily! stocked! than! others.! Axe,! for!
example! was! very! prominent! in! the! men’s! department,! while! in! the! women’s!
section!it!would!pass!as!unnoticed.!
!
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!

! ! !21!
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!
!
The!likes!of!Carrefour!would!easily!have!a!6!to!7!meter!aisle!dedicated!to!these!
products,!while!in!smaller!retailers!the!allocated!space!would!be!rather!minute.!
The! likes! of! FA,! Nivea,! Rexona! and! Dove! clearly! dominated! placement! in! the!
shelves,! as! they! had! a! lot! of! variety! to! offer,! in! terms! of! different! fragrances!
available.!Apart!from!great!placement!in!Carrefour,!in!other!retailers,!Axe!was!
positioned! as! a! small! column,! making! it! harder! to! locate,! unless! specifically!
sought.!Naturally,!still!prominent,!but!lost!in!a!forest!of!other!products.!
!

! ! !23!
The!other!brands!displayed!had!easily!2!to!3!meters!wide!range,!and!through!
observation! of! women! in! that! department,! one! could! identify! that! they! were!
drawn! to! the! brands! that! had! more! variety! to! offer,! where! they! would! be!
browsing!for!a!few!minutes,!whereas!Axe!female!consumers!would!simply!grab!
and!go.!!
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! ! !24!
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Deodorants for Women
Retail Pricing Strategies (AED)
Product Description Carrefour Géant Choitrams Park & Shop
Axe Anarchy 14.50 15.50 15.50 15.50
Carrefour Active Sport 11.75 - - -
Fa Deo Spray 150ml 10.50 12.50 11.50 -
Fa Deo Spray 200ml 13.50 14.50 12.50 -
Fa Sprinkle Spray 11.25 12.50 12.50 -
Dove Deo Spray 100ml 11.25 12.50 13.50 13.50
Dove Deo Original 11.25 12.50 13.50 13.50
Dove Deo Beauty 11.50 12.50 13.50 14.95
Nivea Angel Star 100ml 8.75 10.50 14.25 11.95
Nivea Angel Star Blue 100ml 9.25 10.50 14.25 11.95
Nivea Dry Comfort 150ml 11.30 12.50 14.50 11.95
Nivea Fresh Natural 150ml 11.30 12.50 14.50 11.95
Nivea Invisible 150ml 11.30 12.50 14.50 11.95
Nivea Pure Natural 150ml 11.30 12.50 14.50 11.95
Nivea Dry Comfort 200ml 14.30 15.50 14.75 11.95
Nivea Fresh Natural 200ml 14.30 15.50 14.75 12.95
Nivea Invisible 200ml 14.30 15.50 14.75 12.95
Nivea Pure Natural 200ml 14.30 15.50 14.75 12.95
Rexona Music 100ml 7.75 9.50 12.95 12.95
Rexona Tropical 100ml 10.95 12.50 12.95 12.95
Rexona Cotton 175ml 11.25 12.50 14.95 12.95
Rexona Powder 175ml 11.25 12.50 14.95 12.95
Rexona Nutritive 175ml 11.25 12.50 14.95 12.95
Rexona 48 Hours 175ml 11.90 12.50 14.95 14.95
Lux Magical 150ml - - 12.50 -
Yardley (Various) 150ml - - 8.50 -

! ! !26!
Primary)research)(Online)survey)results))
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What)are)the)most)important)
attributes)to)you)when)choosing)
cosmetic)products?)
Price!
Scent!
Packaging!!
Ingredients!
No!animal!testing!
Eco!friendliness!
Product!advertisements!!
Product!branding!
Sales!promotions!
Other!
6%!
64%!
22%!
2%! 6%!
How)often)do)you)purchase)cosmetic)
products?)
Weekly!
Monthly!
Quarterly!
BiMannually!
other!

! ! !27!
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9%!
21%!
10%!
60%!
Are)you)familiar)with)Axe)body)spray)
for)woman?)
yes!
I!have!heard!of!other!axe!
products!
sounds!familiar!
no!
20%!
28%!31%!
21%!
How)likely)are)you)to)purchase)Axe)
anarchy)for)women?)
Extremely!unlikely!
Unlikely!
Indifferent!
likely!
Extremely!likely!(none)!

! ! !28!
Recommended)Positioning))
Positioning!refers!to!the!image!created!in!the!mind!of!the!consumer!regarding!
the!value!the!product!offers!and!how!it!is!perceived!differently!from!its!
competitors!in!terms!of!distinct!characteristics.!(Bahsin,!H,!2011)!
How!Unilever!positions!Axe!for!women!would!be!one!of!the!very!key!elements!
that!could!lead!to!success!or!failure;!especially!when!their!aim!is!not!to!change!
the!perception!of!men!for!the!product!and!not!to!create!confusion!in!brand!
identity.!Keeping!that!fact!in!mind,!Unilever!should!stick!with!a!similar!
positioning!strategy!it!has!for!the!men’s!body!spray,!which!basically!is!giving!
away!strong!sex!appeal!amongst!teenagers!and!young!adults!(N.A,!2009);!
attracting!the!opposite!gender!with!a!sensual!scent.!Consumers!should!be!able!to!
perceive!Axe!for!women!differently!compared!to!its!competitors!such!as!‘Nivea’;!
which!is!known!for!its!antiMper!spirant!nature!and!24!hour!protection!(Marketing*
week,*2007).!The!sex!appeal!factor!would!be!considered!as!a!point!of!
differentiation!for!Axe!for!woman.!Similarly,!‘Dove’!portrays!itself!as!skin!care!
oriented!product!and!‘Rexona’!has!an!image!of!a!sporty!brand.!‘Dove’!and!
‘Rexona’!are!Unilever’s!two!other!product!lines!they!have!for!body!sprays,!and!
they!will!have!to!manage!the!cannibalization!factor!very!carefully,!making!sure!it!
does!not!impact!the!image!of!each!product.!(N/A,!2012).!
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! ! !29!
Promotion)Strategy)For)Axe)Anarchy)
)
The!promotion!strategy!for!Axe!Anarchy!for!her!is!going!to!be!split!up!into!four!
parts.!According!to!the!research!conducted!60%!of!the!women!who!were!
surveyed!are!unaware!of!the!product!being!available!for!women.!During!the!
introduction!phase!of!the!product,!that!is!the!first!quarter,!print!media!along!
with!video!advertisements!and!social!media!will!be!used!to!create!awareness!in!
the!market!as!well.!
!
Use!of!promoters!to!create!awareness!will!also!be!used.!The!promoters!will!have!
their!own!kiosk!in!malls!and!the!Knowledge!Village!in!Dubai,!as!the!majority!of!
the!target!market!buys!cosmetics!from!these!locations!and!knowledge!village!has!
a!considerable!number!of!potential!target!market!in!a!concentrated!area.!The!
promoters!will!wear!the!Axe!Anarchy!tMshirts!and!will!hand!out!free!samples.!!
These!promoters!will!be!used!in!three!different!malls!in!UAE,!the!mall!of!the!
Emirates,!the!Mall!of!Dubai!and!Marina!Mall!Abu!Dhabi.!These!promotions!will!
be!held!during!June,!October!and!January.!!Each!mall!will!have!4!promoters.!
!!!
According!to!the!research!conducted!66%!of!the!women!surveyed!said!that!the!
most!important!attribute!when!buying!a!deodorant!is!the!scent.!Whereas!36%!
said!that!t!branding!is!a!factor!when!choosing!cosmetic!products!and!31%!
brought!into!light!that!packaging!is!important!as!well.!In!order!to!reach!the!
target!market!glossy!magazines!such!as!Cosmopolitan!for!the!Middle!East!and!
TimeOut!Fashion!can!have!scratch!and!sniff!panels!along!with!print!media!
adverts.!This!will!increase!exposure,!will!increase!the!brand!image,!the!product!
packaging!recognition!and!will!provide!an!opportunity!to!smell!the!product!
which!can!be!highly!effective!when!converting!to!sales,!as!it!is!the!most!
important!factor!when!choosing!cosmetics.!!!*(Please!see!appendix!2b!for!
details.)!
!
A!competition!to!boost!the!sales!in!the!2nd!month!of!the!!2nd!quarter!and!middle!
of!!the!4th!quarter!will!be!held.!The!competition!will!award!one!winner!two!first!
class!plane!tickets!to!the!Axe!Anarchy!islands!in!Indonesia,!as!well!as!free!stay!in!
a!5!star!hotel!for!4!days!and!a!free!camera.!!The!competition!will!be!heavily!
advertised!online!on!the!facebook!page,!as!well!as!video!adverts!and!print!media!
to!reach!the!target!audience.!!In!order!to!enter!the!competition,!the!entrants!will!
have!to!like!the!facebook!page!and!leave!a!comment!on!a!picture!uploaded.!The!
best!comment!will!be!chosen!as!the!caption!of!the!photo!and!the!winner!will!be!
chosen!accordingly.!This!kind!of!competition!increases!brand!loyalty!as!it!
increases!consumer!interaction!with!the!brand.!!
!
The!end!of!the!2nd!quarter!and!the!3rd!quarter!will!potentially!mark!the!growth!
stage!of!product.!During!this!time!frame!free!sampling!and!print!media!will!be!
cut!to!bare!minimum.!The!TV!advertisements!will!be!alternating!during!this!time,!
as!the!main!objective!is!to!remind!the!customers!about!the!product.!!
The!use!of!IMC!and!the!AIDA!model!will!ensure!successful!promotion!of!the!
product.!Using!various!promotional!techniques!will!cast!a!shadow!over!the!
weaknesses!of!using!only!a!single!promotional!activity.!!According!to!the!AIDA!
model!the!use!of!different!techniques!and!changing!schedules!of!print!media,!t.v!

! ! !30!
advertisements!and!sales!promotion!will!create!a!desire!and!interest!for!the!
product.!!
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! ! !31!
Reference)List)
!
"Nivea!revamps!deodorant!range",!2007,!Marketing*Week,!!pp.!8M8.!
!
Anonymous2012,!Jan!26.!Axe!launches!its!fragrance!for!women.*M2*Presswire.!
!
Application!Of!Antiperspirants.!2013.!Application!Of!Antiperspirants.![ONLINE]!
Available!at:!http://antiMperspirant.info/applicationMofMantiperspirants/.!
[Accessed!04!March!2013].!
!
Bahsin,!H.!(2011).!What*is*Positioning.!Available:!
http://www.marketing91.com/positioningM2/.!Last!accessed:!3rd!March!
2013.!
!
Best!Deodorant!for!women!2012!2013.!2013.!Best!Deodorant!for!women!2012!
2013.![ONLINE]!Available!at:!http://www.squidoo.com/bestMdeodorantMforM
women.![Accessed!04!March!2013].!
!
Discovery!Health!"Types!of!Deodorant:!Lots!More!Information".!2013.Discovery!
Health!"Types!of!Deodorant:!Lots!More!Information".![ONLINE]!Available!at:!
http://health.howstuffworks.com/wellness/men/sweatingModor/stickMorM
sprayMdeodorant1.htm.![Accessed!04!March!2013].!
!
Givhan,!R.!(2005),!"Axe!body!spray:!The!sweet!smell!of!success!;!Aimed!at!guys!
who!aim!to!attract!women,!it's!making!a!name!in!the!deodorant!
market",*Orlando*Sentinel,!Jul!5,!p.D4.!
!
Gold,!M.!(2009),!"Perfume!promises!sweet!smell!of!youth;!But!chemistry!expert!
questions!science!behind!the!scent",*Times*Colonist,!Jan!29,!p.C8.!
!
Health!And!Hygeine:!Deoderant!And!AntiMPerspirant!Sticks!Vs.!Gels.!2013.Health!
And!Hygeine:!Deoderant!And!AntiMPerspirant!Sticks!Vs.!Gels.![ONLINE]!
Available!at:!http://www.essortment.com/healthMhygeineMdeoderantMantiM
perspirantMsticksMvsMgelsM18617.html.![Accessed!04!March!2013].!
!
Helene!Moglen.!(1983).!Women’s!Studies!International!Forum.!Science!Direct.!6!
(2),!131M134.!
!
Kamran!Abbasi.!(2007).!The!smell!of!false!hope.!Journal!of!the!Royal!Society!of!
Medicine.!100!(6),!268M274.!
!
N.A.!(2009).!Axe!ups!the!ante!in!body!sprays.!NEW*YORK.!26!(6),!p36!
!

! ! !32!
N.A.!(2012).!AXE.!Available:!http://www.unilever.com/brandsMin!
action/detail/Axe/292063/.!Accessed!3rd!march!2013!!
Neff,!J.!(2002),!"Women!to!watch:!Marketing's!gender!benderMMEsther!
Lem",!Advertising*Age,!vol.!73,!no.!22,!pp.!S16.!
!
Newman,!A.A.!(2012),!"Axe!broadens!its!pitch!in!the!mating!game:!Maker!of!the!
body!spray,!a!hit!with!men,!will!market!spinoff!to!women",International*
Herald*Tribune,!Jan!10,!p.16.!
!
Newman,!AA.!(2012).!Axe*Adds*Fragrance*for*Women*to*Its*Lineup.!Available:!
http://www.nytimes.com/2012/01/09/business/media/axeMaddsM
fragranceMforMwomenMtoMitsMlineup.html?_r=1&.!Accessed!25th!Feb!2013.!
!
Peter!Perkins.!(2007).!Fleiss,!Freud!and!the!nose.!JRSM.!100!(9),!269.!
Smith,!R.!(2005),!"BODY!SPRAY",*The*Globe*and*Mail,!Apr!23,!p.L4.!
The!Difference!Between!Deodorant!and!Antiperspirants!|!Care2!Healthy!Living.!
2013.!The!Difference!Between!Deodorant!and!Antiperspirants!|!Care2!Healthy!
Living.![ONLINE]!Available!at:http://www.care2.com/greenliving/deodorantM
orMantiperspirants.html.![Accessed!04!March!2013].!
!
Unilever!(2012),!Unilever;!AXE!Unleashes!Anarchy!With!FirstMEver!Fragrance!
For!Girls.!Chemicals*&*Chemistry.!Available!from:!VerticalNews.com!
[Accessed:!January!27,!2012].!
!
Unilever! Press.! (2013).! Axe! launches! its! first! fragrance! for! women.! Available:!
http://www.unilever.com/brandsMinMaction/detail/AxeMlaunchesMitsMfirstM
fragranceMforMwomen/292067/.!Last!accessed!1st!March!2013.!
!
What!Are!the!Different!Types!of!Deodorant?!(with!pictures).!2013.!What!Are!the!
Different!Types!of!Deodorant?!(with!pictures).![ONLINE]!Available!
at:http://www.wisegeek.com/whatMareMtheMdifferentMtypesMofM
deodorant.htm.![Accessed!04!March!2013].!
!
Which!antiperspirant!or!deodorant!do!you!rate!as!best?!.!2013.!Which!
antiperspirant!or!deodorant!do!you!rate!as!best?!.![ONLINE]!Available!
at:http://www.mamamia.com.au/style/deodorantMtheMholyMgrailMofM
products/.![Accessed!04!March!2013].!
!
N.A. (2013). Unilever history. Available:
http://www.unilever.com/aboutus/ourhistory/. Last accessed 21st Apr 2013.
Newman, A.A. (2012). Axe Adds Fragrance for Women to Its Lineup. Available:
http://www.nytimes.com/2012/01/09/business/media/axe-adds-fragrance-for-
women-to-its-lineup.html?_r=0. Last accessed 21st Apr 2013. !
!
!!
!

*Axe%Anarchy%For%her%
Appendix%1A%
Ansoff%Matrix%%For%%Axe%Anarchy%For%Her%
%%
%
• Existing%Market%is%being%used%as%Axe%already%has%a%presence%in%
the%UAE%and%is%using%a%new%product%to%meet%the%demands%of%
that%market.%
%
%
%

Business Plan for Axe Anarchy for Her
Business Plan for Axe Anarchy
Q1 Q2 Q3 Q4
Annual Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Females aged 15-24 in UAE 306,410
Masximum Market Potential (AED) 17,567,522
Potential Target Market (30.6%) 93,761 93,761 93,761 93,761 93,761 93,761 93,761 93,761 93,761 93,761 93,761 93,761 93,761
likely to purchase (21%) 64,346 64,346 64,346 64,346 64,346 64,346 64,346 64,346 64,346 64,346 64,346 64,346 64,346
Total units sold 772,153 9,343 9,343 20,153 22,423 22,423 48,368 65,401 65,401 141,072 89,693 89,693 193,471
Total Revenue (AED) 11,968,372 144,817.33 144,817.33 312,374.58 347,561.60 347,561.60 749,698.98 1,013,721.33 1,013,721.33 2,186,622.04 1,390,246.39 1,390,246.39 2,998,795.94
(Less) Expenses
Cost of production per unit 8.00 8.00 8.00 8.00 8.00 8.00 8.00 8.00 8.00 8.00 8.00 8.00 8.00
Cost of production 6,177,224.00 74,744.00 74,744.00 161,224.00 179,384.00 179,384.00 386,944.00 523,208.00 523,208.00 1,128,576.00 717,544.00 717,544.00 1,547,768.00
Retail margin (20%) per unit 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00
Retail marin (20%) 2,316,459.00 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25 193,038.25
Mall Promotion 105,000.00 35,000.00 35,000.00 35,000.00
Knoledge village promotion 35,000.00 35,000.00
Wages & Salary of Promoters 240,000.00 60,000.00 60,000.00 60,000.00 60,000.00
Magazine Print Advertisements 120,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00
Tv Advertisments air time 1,100,000.00 275,000.00 275,000.00 275,000.00 275,000.00
Online Advertisments 120,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00 10,000.00
Axe Anarchy Island Competition 100,000.00 50,000.00 50,000.00
Total Expenses 10,313,683.00 382,782.25 562,782.25 469,262.25 392,422.25 762,422.25 649,982.25 736,246.25 1,106,246.25 1,341,614.25 930,582.25 1,205,582.25 1,810,806.25
Net Profit 1,654,688.5

4/22/13 SurveyMonkey - Survey Results
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Response Summary Total Started Survey: 67
Total Finished Survey: 66 (98.5%)
PAGE: 1
1. Which type of cosmetic care product do you use?
answered question 67
skipped question 0

Response
Percent
Response
Count
Deodorant body spray 29.9% 20
Deodorant roll-on 16.4% 11
Deodorant stick 16.4% 11
Antiperspirant body spray 14.9% 10
Antiperspirant roll-on 9.0% 6
Antiperspirant stick 9.0% 6
none 0.0% 0
Other (please specify) 4.5% 3
2. Do you purchase your own cosmetic products?
skipped question 0

Response
Percent
Response
Count
yes 94.0% 63
no 6.0% 4
3. Where are your cosmetic products purchased?

Response
Percent
Response
Count
Carrefour 38.8% 26
Geant 11.9% 8
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skipped question 0
Geant 11.9% 8
Choitrams 3.0% 2
Park N' Shop 3.0% 2
Spinneys 14.9% 10
LuLu 11.9% 8
Local grocery 10.4% 7
Department store 26.9% 18
4. How often do you purchase cosmetic products?
skipped question 0

Response
Percent
Response
Count
Weekly 6.0% 4
Monthly 64.2% 43
quarterly 22.4% 15
bi-annually 1.5% 1
5. what is the most important attribute to you when choosing cosmetics? please
tick all that apply.
skipped question 0

Response
Percent
Response
Count
Price 44.8% 30
Scent 65.7% 44
Packaging 31.3% 21
Ingredients 31.3% 21
No Animal testing 13.4% 9
Eco friendly 13.4% 9
Product advertisements 10.4% 7
Product branding 35.8% 24
Sales promotions 23.9% 16

6. Are you familiar with Axe Anarchy body spray for women?
skipped question 0

Response
Percent
Response
Count
Yes 9.0% 6
I have heard about other Axe products 20.9% 14
It sounds familiar 10.4% 7
No 59.7% 40
7. How likely are you to purchase Axe anarchy body spray for women
skipped question 0

extremely
unlikely
unlikely indifferent likely extremely
likely
Rating
Average
Rating
Count
19.4%
(13)
28.4%
(19)
31.3%
(21)
20.9%
(14)
0.0% (0) 2.54 67
8. Which category below includes your age?
skipped question 0

Response
Percent
Response
Count
17 or younger 4.5% 3
18-24 82.1% 55
25-34 11.9% 8
35-44 0.0% 0
44 or older 1.5% 1
9. what is your marital status?
skipped question 0

Response
Percent
Response
Count
Single 91.0% 61
Married 9.0% 6
Other (please specify)
Show Responses
1

DownloadCreate Chart10. Which of the following categories best describes your employment status?
skipped question 0

Response
Percent
Response
Count
Employed, working 1-39 hours per week 10.4% 7
Employed, working 40 or more hours per week 16.4% 11
Not employed, looking for work 10.4% 7
Not employed, NOT looking for work 3.0% 2
Student 58.2% 39
Disabled, not able to work 1.5% 1

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