Axe Presentation (Kind f Final) (6)1

8/2/2019 Axe Presentation (Kind f Final) (6)1

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By :-

GROUP-1Himani Yadav

Amit Sethi

Amrita Bains

Sakshi Ahuja

Saurabh Kashyap

Atin Singhal


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INDEX Introduction

Research ObjectivesMethodology

Data Analysis

Strengths and WeaknessSuggestions and Recommendations

5


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INTRODUCTION TO AXE DEODORANT

AXE is a Uniliver brand, also known as LYNX inUK

AXE deo was first launched in France in 1983 It was launched in India in 1999

AXE is a cool, iconic, youth brand available inmore than 60 countries around the world

Its marketing strategy is always AdventurousMarketing because this brand emphasize inattracting women and seduction.


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CONT..

Its tagline is THE AXE EFFECT

Portrayed as The weapon of seduction.

AXE has a market share of 33% in Dec in

2008 ( as per Ac Nielden data).

Which has been decreased to 23% in 2010Emerging competitors


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RESEARCH OBJECTIVE

Analyze the consumer buying behavior

Discover the consumption pattern of deodorant

Consumer lifestyle

Repetitive consumer group

Expectations and feedback of axe deodorant


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METHODOLOGY

Analyzing:

- research objectives

- research variables

Designing questionnaire- multiple choice

- scaling

- subjective

Conducting Research

- filling questionnaire

- interviewing

- observation

Analyzing the collected data.


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DATA

ANALYSIS


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Do you use deodorant?

0%

20%

40%

60%

80%

100%

YES NO

95% 5%


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Why do you use a deodorant?

For RemovingBody Odour ,

64%

ForSophistication,

16%

For Freshness,16%

For All, 4%


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Which fragrance of axe deodorant

you prefer the most?

0%

50%

100%

AXE CHOCOLATE AXE PLAY AXE TWIST NONE OF THESE

Column1 23% 19% 54% 4%


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How frequently do you buy a

deodorant?

52%

40%

8% 0%0%

10%

20%

30%

40%

50%

60%

0-1 MONTHS 1-3 MONTHS 3-6 MONTHS MORE THAN 6MONTHS


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Where did u get to know about

axe?

0% 10% 20% 30% 40% 50% 60% 70% 80%

COMMERCIALS

FRIENDS

SHOPKEEPER

MALLS

80%

15%

1%

4%


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Do you think that the advertisement of

the axe deodorant really influence theyoung generation?

90%

10%

YES NO


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Do you think that the axe deodorant

should also target the womencustomers?

0% 20% 40% 60% 80%

YES

NO

74%

26%


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When you think of axe what

comes to your mind?

FRESHNESS

28%

ATTRACTION52%

CONFIDENCE16%

NO ANSWER4%


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Do you think axe ranges of

deodorant are easily available?

YES75%

NO

25%


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Which fragrance of axe deodorant

you prefer the most?

0%

10%

20%

30%

40%

50%

60%

70%

STRONG MILD

36%

64%


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On what factors you choose a

deodorant?

0%

50%

PRICE , 20%

BRAND, 15% PACKAGING, 3%

ADVERTISEMENT, 50%

FRAGNANCE, 12%


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How do you rate Axe as

deodorant?

BAD, 35%

GOOD, 55%

EXCELLENT,10%


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Would you recommend axe to

your friend?

YES

97%

NO3%


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Strengths and weaknesses

STRENGTHS WEAKNESS

Its glamorous adsappeals

Product variety

New style of packaging

Economy sizepackaging

Its seducing ads givesembarrassment to theircustomers

So many variety confusestheir customer

Concentrating only on youngcustomers

They target only mencustomers


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SUGGESTIONS

&RECOMMENDATIONS

They should expand 35-50year old

demographic.They can introduce the deodorant for women

They should refocus their marketing mix

towards attracting the new users and alsoretaining the old one`s.


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CONCLUSION

AXE is a very good and well known brand.

Brand positioning of AXE is that it can attract

opposite sex. Biggest strength of this brand is the underlying

message that brand users are high on confidence.

Main problem is that people are not brand loyal they

go and try all the variants and purchase that which

suits them better.


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THANK

YOU

Axe Presentation (Kind f Final) (6)1

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