Mm project ppt

Project Work

On

Deodorant – Axe

Submitted to

Dr.Vinita Sahay

Professor-Marketing

Indian Institute of Management, Raipur

Submitted by

Ankur Soni -14 PGPWE004

C Satish Mohan -14PGPWE010

NandGopal -14PGPWE015

Ramani Sarangi -14PGPWE022

Sudheer Reddy -14PGPWE028

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.

Product Family: Perfume/Fragrance Industry (Personal Care)

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.

Product Category: Deodorant

Product Category: Deodorant

Product Category: Deodorant

Product Category: Deodorant

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 Body Wash.

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)

Brand: AXE Power Brand of M/S Unilever

Strong marketing logistics network

Relies Heavily on location and distribution channels

In store communication

Online and Offline availability

Variety:Wide range of Fragrances

Quality: Dematological testing: No side effects and strong fragrance

Packaging: Distinctive metallic can with custom designed typography

4 P’s of Axe Deodrant

PLACE

PRODUCT

Brand: AXE Power Brand of M/S Unilever

360 degree branding effort around central idea of seduction

Online initiatives

Viral marketing

Events and experiences

Extensive use of television marketing

Interactive Marketing

Cheaper substitutes for other expensive brands

Pricing done considering middle income groups helps in gaining market penetration

4 P’s of Axe Deodrant

PROMOTION

PRICE

Brand: AXE

Competitive Analysis

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

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.

Axe-Target

Getting the girl has never been easier, thanks to AXE effect.“

AXE is a cool, iconic, youth brand available which is the largest selling MaleDeodorant in the country.

The biggest strength of this brand is the underlying message that the brand usersare high on Confidence and always go for the.In 2014, Axe had a profile lunch ofits new fragrance "Axe Peace“.

Its marketing strategy is always known as "Adventurous Marketing". Because itsdeals 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 hascreated brand image for it.

Axe- Positioning

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

Positioning of Axe Deodrant

Product Variants

APOLLO BLAST CLICK DARK

TEMPTATION

DIMENSION GOOGLY MUSK PROVOKE

StrengthEach 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.

WeaknessOnly an urban market phenomenon.

High pricing reduces the target market.

Controversial advertising often leads to legal issues

Axe- SWOT Analysis

OpportunityComing up with Limited Edition fragrances.

Tie up with hotel chains and large organizations like gym chains etc.

ThreatsDeodorants sales are seasonal. Maximum sales happen in the summer months

(April to September)

Competition from Premium Segment Deodorants like Burberry, Body Shop.

Axe- SWOT Analysis

Axe- Competitors

SET

WET

ZATAK

FUEL

Social Factors:Groups and social networks: “Axe Effect” has been spread a lot through onlinesocial network or word-of-mouth influence.

Family: Fathers’ habitual products can be sons’ first choice especially in maleproducts.

Roles and status: If considered as fashion leader or with high popularity, productslike 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 preferbars and parties, also always want to gain popularity and win girls.

Economic situation: Since external things are always not low-income people’sconcern, and also Axe Deodorant can be afforded by majority of young males, thosewith medium and high income can beAxe’s consumers.

Personality & Self-concept: Extroverted, enthusiastic and fashionable males maychoose Axe.

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.

Axe- Consumer Behaviour