Axe Deodorant

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    Axe Deodorant

    Amol Kulkarni

    Nikhil KhedkarAmit Kumar Anand

    Subodh Dange

    Vivek RajuAnupam C.

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    Background

    Deodorant market in India: Rs 900 crore

    Expected Growth rate: 25% every year for thenext 5 years

    Mens deodorants comprise 70% of the market

    Axe Deodorant was first launched in France in

    1983 by Unilever

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    Indian Deodorant Market

    Market leader in India since its introduction in1999

    Consumerconvenience category product

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    Target Market Profile

    Geographic

    Region: Global (All India)

    City: Urban & Semi Urban cities Demographic profile:

    Age: of 16-25

    Gender: Male

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    Target Market Profile

    Socio Economic Class

    Income: lower Middle and upper middle

    Occupation: AnyEducation: Any

    Psychographic

    Lifestyle: Sports oriented, Outdoor orientedPersonality: Cool/trendy/stylish/Gregarious

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    Target Market Profile

    Behavioural

    Occasions: Regular use

    Benefits: Quality, economyUser status: Regular user

    Usage rate: Heavy/Seasonal

    Readiness: Informed, interested, desirousAttitude: Enthusiastic

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    Addressing the TMP

    Functional (Product)

    Many available fragrances

    Fragrance retention for a long time

    Easy to use

    Value (Price)

    Economically pricedRs. 110-120

    New fragrance every year

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    Addressing the TMP

    Self Image (Advertising)

    Axe portrays various was the product helps ordinarymen to attract women

    2004Pulse gave geeky men confidence to dance withwomen

    2007Make nice women become naughty

    Aggressive Ad Campaigns

    Call Me - Have a flirtatious conversation with an axeangel. Wake up service for a week.

    Presence on Facebook

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    Addressing the TMP

    Availability (Distribution)

    Available with retailers, malls and medical stores

    AbundantGenerally not out of stock

    Excellent distribution network of Unilever

    Service

    Trendy packaging geared towards TMP

    Introduced special small pack for travelers

    New container does not have cap

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    Addressing the TMP

    Risk Averseness

    Safe for use on skin

    Container has caution notice and usage directions

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    Axe Deodorant SWOT Analysis

    StrengthsMarket Leadership

    Affordable price

    Successful and effective advertisement

    campaign

    WeaknessOnly men in 18-25 age-group targeted

    Axe effect actually does not exist

    Use the same advertisements in Europe

    and India

    OpportunitiesExpand target market segment

    Continuous innovation

    Maintain better standards of quality

    ThreatsAdvertisement campaign easy to copy

    Product loyalty difficult to maintain

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    Thank You