This document provides an overview and analysis of Axe deodorant brand owned by Unilever. It discusses the brand's target segment as young males aged 16-28, and its positioning around confidence and attractiveness. The brand has a strong market share in India and various product variants. The document also analyzes Axe's marketing strategy, consumer behavior, competitors and provides a SWOT analysis. It summarizes key details about the brand's performance and strategy in the Indian market.
Deodorants and Antiperspirants Market is on the Rise | Aranca Patent WatchAranca
The global market for deodorants and antiperspirants is expected to grow at a CAGR of 6.2% to US$21.08 billion in 2017. More than 1,200 patents are filed every year in this segment where China and the US dominate the research space.
Deodorants and Antiperspirants Market is on the Rise | Aranca Patent WatchAranca
The global market for deodorants and antiperspirants is expected to grow at a CAGR of 6.2% to US$21.08 billion in 2017. More than 1,200 patents are filed every year in this segment where China and the US dominate the research space.
Internal training at [[XWiki SAS>>http://xwiki.com]] about the Development Practices used by the XWiki SAS product team in charge of developing the XWiki open source project (among other projects). Most of the practices detailed are those from the XWiki open source project, defined on the [[dev subwiki>>dev:Main.WebHome]]. However the slides also provide a glimpse of other development practices that are used to complement the open source practices, such as Roadmap preparation and Stakeholder meetings.
More details at http://www.xwiki.org/xwiki/bin/view/Blog/DevPracticesByXWikiSAS
Presentation
By Ashley Neo & JungHyuk Hong
[email protected][email protected]
INDEX
Introduction
The Brand
The Product
The Issues
Our Plan
Market Forces
Summary
01
02
03
04
05
01 BACKGROUND OF AXE
Mission Statement
“From the moment they wake up and get ready to the end of
a night out, AXE is there to give guys the confidence to look,
smell and feel their best.”
Axe Brand, Mission Statement.
Introduction
Known as Lynx in the United Kingdom, Ireland, Australia and New Zealand due to trademarking problems.
Male grooming Products
First conceived in France in 1983 by Unilever, a multinational consumer goods company from Anglo-Dutch roots.
Products
AXE is deodorant for men, sold by Unilever.
It was ranked top three best men’s deodorants in 2015 by the Men’s Health online magazine.
It is global brand that has presence in Europe, America and Australia.
Its target market is young men but has increased its reach more mature adults.
The products of AXE deodorant reduces body odor and increases freshness, especially when one fails to take a shower. AXE is in the form of a dry spray.
02 MARKET FORCE
Market Forces
Deodorant market has a steady growth and is fairly saturated.
The target market is constant because it targets mainly children reaching puberty.
Competition exists on value of the product and ability to fight odor thus increased price.
Deodorant industry in the US is dominated by Unilever.
Sales grew by 9% in 2015, hitting US$ 1.3 billion.
Market Force
Competition
Most of these are very fairly big brands and would offer competition to Unilever and its products.
They included:
Effects of Market Forces
AXE is compliant to FDA regulations because deodorants are categorized as drugs.
There has been increased push for organic products due to concerns of environmental effects of cosmetics.
Consumers have raised questions over health implications of using deodorants.
Customers are skeptical about sprays, which has not worked well in the US market.
The entrance of new players in the sector has led to the need to intensify marketing and improve product value to customers.
03 THE ISSUE
The Issue
Issue Identification
The Deodorant market targets young people around the age of puberty.
AXE has introduced brands that target more mature adults.
As of 2015, the population of Manhattan was dominated by people aged between 20 an 39 years.
12.1% are aged 25 and 29 years, who form the highest proportion of the population, followed by the people aged between 30 and 34 years who make up for 10.6%. Ages 35 to 39 years rank third with 8.0% of the population.
The proportion between men and women are almost equal
With a deodorant that can attract more mature adult men, there is potential in Manhattan.
This would need a clear marketing strategy since the population is objective, informed and would make choices carefully.
04 OUR PLAN
Plan
The strategies .
Brand Identity vs Brand Image of Lakme in IndiaRohan Bharaj
This presentation describes the Brand Identity vs Brand Image of Lakme in India.
It also highlights the marketing strategies undertaken by Lakme to differentiate itself from its competitors in India.
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
To measure / determine the brand image, perceptions, attitudes and behaviour of the target audience with regard to the corporate Garnier brand as well as the products and personality of the Garnier brand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
DMF Portfolio Piece Smart Goals - Artist Management.docx
Mm project ppt
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.
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
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
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.
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.