THE “AXE” EFFECT (DEODORANT)

Rishi Dange – 09 (A)Nilesh Kadam-21 (B)Amey Sankhe- 46 (A)

Rajesh Satpute- 47 (A)Atul Shewale- 52 (A)

Mangesh Vaidya – 58(A)

Introduction HINDUSTAN UNILEVER LIMITED (HUL) is India's largest Fast Moving Consumer Goods (FMCG) company.

The Economic Times, Business World, and Business Today have also rated HUL as one of India’s most respected companies and the number one in Market Value Added.

The vision that inspires HUL's organization is to “meet everyday needs of people everywhere - to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life.”

This objective is achieved through the brands that the company markets

Soaps and Detergents- Lifebuoy, Lux, Hamam, Dove, (all soaps) surf excel, Wheel (the number one detergent brand in India, and HUL's largest)

Personal Products Business- HUL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos

Skin Care- HUL markets Fair & Lovely Skin Cream and Lotion, the largest selling Skin Care Product in India

Others- Pond’s, Vaseline, Lakme , in Color Cosmetics there is Lakme and Elle-18 and List goes on……. HUL is India's Largest exporter of branded fast moving consumer goods (FMCG)

Company's Exports portfolio includes HUL's brands of Soaps and Detergents, Personal Products, Home Care Products, Tea and Coffee.

Market Leading Brands

THE AXE EFFECT Axe is a brand of male grooming products, owned by Anglo-Dutch company

The Axe deodorant was first launched in the year 1983 in France.

It has been there in the market for the last 26 years and is currently the best-selling brand of Unilever.

Axe at that time was the leading men's deodorant brand in Europe and was popular in India in the Grey market.

Axe deodorant was launched in India during 1999.

HUL had the brands Denim and Rexona and was ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deodorant brand.

Axe, the deodorant has Tagline “The Axe Effect”, promoted as the naughtiest brand in the Indian market.

The brand is targeted at male aged 16-25. All its campaigns revolve round this central theme of Seduction where girl makes the first move.

The brand assumes that Men like to be seduced and positioned as a ‘weapon of seduction’.

 

THE AXE EFFECT

The Product Line of Axe Effect (Deodorant)

Java- Variant name after the Island in Indonesia

Ready- Long lasting effect makes you always ready for "action", blue colored can.

Willing- Long lasting effect makes you always willing for "adventure", green colored can.

Conviction- If you have conviction, no woman can say no. No woman who can turn her face. Because women like men safe.

Pulse- Suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be irresistible

Dark Temptation- A chocolate-smelling fragrance; advertising implies that because women like chocolate, they will find men who smell of chocolate irresistible

Music Star Edition- It has mint flavor. New launch of Axe

Promotion of Axe EffectAdvertising TV commercials, print ads and billboards, AXE has tried to attract people with its humor. e.g – New launch of Axe effect is Music Star, Chocolate Man

Interactive Marketing Dedicated website-www.theaxeeffect.com for promotion. Advertisements of AXE are visible all over the web in relevant and web social networking sites like Face book, Orkut, Hi5 etc

Games and mobile applicationAXE effect games launched in 2009 Axe effect mobile applications for more promotion

Events and ExperiencesAXE organizes upbeat events for its new product launches and it follows this strategy worldwide. Axe has sponsored a wide range of other events like youth festivals, music shows

Publicity“Getting the girl has never been easier, thanks to the AXE effect”. Axe has the right storytelling element and the video reinforces the brand's provocative and contrarian personality, without constraints from TV and radio censors. It has always projected its products as cool, fashionable and stylish

Word of Mouth MarketingA good product also requires a good promotion strategy. AXE ad campaigns have always been the talk of the town.

Campaigns as part of promotion –

“CALL ME” Targeted at the young urban male, the cool and youthful brand is positioned as one that helps guys get ahead in the mating game.

The new campaign, launched in early March showed girls swooning over Axe men and giving them their telephone numbers. Both films end with the girls giving the boys the number 09987333333. Through a series of ads in print, outdoors and television, viewers are being encouraged to call this very same number.

AXE CLICK CAMPAIGN

The axe undertook the click campaign in 2006 to promote its new fragrance “CLICK”. It was a pan-global campaign which was mainly targeted at young males. Their main objective was to start a social phenomenon called “Clicking”.

This campaign was implemented in two phases. In the first phase a small teaser site with the name of www.clickmore.com was launched.

“Chocolate Month Of The Year”- Nov’08

Axe launched another campaign in November 2008 to promote its new variant Axe Dark Temptation in India. It was undertaken in association with Yahoo.

It was 24 hour online campaign in which a dark man was placed in the centre of the www.yahoo.co.in homepage on 14th November.

This campaign was mainly used to capture the attention of the young internet users who visited the Yahoo webpage

This campaign again highlights the importance of internet as a medium of communication especially if the target audience is young.

Packaging, Labeling & Pricing of Axe Effect

PackagingAXE keeps on innovating its packaging designs. It communicate a great sense of style, uniqueness and an up market feel

Labeling Stylish printing ,stylish cap. Information about the axe deodorant.

Packaging and Labeling of Axe

PRICING The price of all the variants of axe are same. the all axe are in the same range, they just have different fragrance and flavor

AXE DARK TEMPTATION – Rs. 150, net contain 150ml/96g AXE RECOVER- Rs.-150, net contain 150ml/96gAXE AFRICA-Rs-150, net contain 150ml/96g

 

SWOT ANALYSIS STRENGTHS Unique value proposition Market leader Interactive campaigns

WEAKNESS Target audience Naughty Ads Traditional factors

SWOT ANALYSIS OPPORTUNITIES Products for women Targeting Age group Increasing product line

TREATS Other competitors Changing trends Imported products

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