Axe Deodorants

Company Profile

HUL or Hindustan Unilever Ltd is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe. Its annual sales result is Rs 17,524 Cr by March 2010. Unilever has 52% shareholding in HUL.

Product Portfolio for HUL

• Food brands- Kissan, Annapurna, Knorr, Brooke Bond, Kwality Walls, Lipton, Bru

• Personal care- Axe, Lifebuoy, Breeze, Lux, Hamam, Pepsodent, Lakme, Sunsilk

• Home care- Active Wheel, Rin, Sunlight, Surf Excel, Domex, Vim

Category wise contribution

Segment wise sales and gross sales

AXE

• Cool, iconic, youth brand available in 60 different countries

• Launched in India in 1999• Largest selling male deodorant in India• Launching strategy- Slow Skimming that is

High Price Low Promotion• Product range- Axe instinct

AXE

Axe dark temptation

Axe pulse

Axe denim

Axe click Axe touch

Axe summer

Axe dimension

Competitors for AXE deodorants• Nike

• Park Avenue

• Adidas

• Set Wet Zatak

• Wild Stone

Growth potential

• Axe deodorant is targeted at males aged 16-25• It has positioned itself as cool, fashionable & stylish• Biggest strength of the brand is the underlying

message or DNA that Axe users are High on Confidence and for them GIRLS MAKE THE FIRST MOVE

• The feeling of being seduced gives a big boost of self confidence to man. Although many brands take this proposition but Axe just made it perfect

The FCB GridThinking Feeling

High Involvement

1Informative The Thinker

2Affective

The Feeler

Low Involvement

3Habit formationThe Doer

4Self satisfactionThe Reactor

Consumer response model stage

Awareness Likeability Action

Promotions

Source, message, and channel factors for AXE

• Source- media vehicle, postures, promotions, events

• Message- Unique fragrance “AXE EFFECT”• Channel factors- both external & internal

channels

Advertisement

Designing communications • Key message- The Axe Effect- Get more than

before. The advertisement used by Axe involves simple messages which is easy to understand

• Humor- highly effective method of communication

• Fear- fear of social acceptance because of body odor

Axe Ad Campaigns

Distribution network

Delivering significant valueDuring 2009 Unilever launched a single strategyfor the supply chain-1 Unilever supply chain-putting customer and consumers at the heart ofeverything it does. Its principle objectives aresupplying top quality products with world class service at competitive costs.

Distribution network

• Unilever supports top-line growth through speeding up the roll-out of global launches

• Ensures products are constantly on the shelf• Increases profit by simplifying structure and

reducing waste• Improves cash flow by reducing stock and

better payment terms

Distribution network

Axe relies on location and distribution channels.In India supermarket and hypermarkets haveonly 2% market, organized retail has 13.9%market large part of it is in metro cities so inmetros distribution channel is malls and bigorganized stores but in tier 2 & 3 citiesdistribution is done through local kirana shopsonly.

Promotion of AxeSegmentation

GeographicUrbanSemi urban

DemographicAge group 16-28Gender maleIncome group middle, upper middleOccupation students, bachelors

PsychographicLifestyle outdoor-orientedPersonality fashion oriented

BehavioralOccasions regularBenefits quality economicUser status regular userUsage rate medium

Target and position

• Target

Single segment (male 16-25) Young at heart

• Position

TV ads and campaigns Ensures customers are always engaged with new

fragrances Internet based marketing Virtual trip

Targeting and position

Adventurous marketing Print ads with Polaroid photos Global Branding Effort Online banner ads YouTube

IMC recommended mix for AXE

Advertising Sales

promotion Word of mouth

Interactivemarketing

Events and experience

Recommendations

• Samples • Premiums• Contests• Bonus packs• Price off deals• Event marketing

Thank You