Sector - FMCG

Category - Deodorants

AXE -

FOGG -

PARK AVENUE -

Production of Vini Group of Companies.

Tagline – Bina Gas Wala Body- Spray

USP - Doesn’t get blown away like other deodorants, lasts longer

Has a differentiated value proposition from all its competitors

Unique selling proposition of having more of spray liquid

Available in different variants

Segment

Outdoor Oriented

Fashion oriented

Trendy

Target Group

Men – 12.6%

Female – 10.2%

Age – 16- 35 years old

Socio-economic – Upper & Middle Class

Positioning

Positioning – A body spray without gas, that lasts longer.

Brand has positioned itself in rational appeal.

The positioning statement concentrates on this concept / USP.

They have hit the market to position their brand as a completely effective solution to the problem discussed in the ad.

They position it as per the problems effecting the TG (after a research of 6-7 months).

4 P’sProduct

- 120ml

- Attractive packaging

- Meets the customers expectations

- Its reliable.

PLACE

- Strong market & logistics network

- Over the counter strategy

- Online & offline availability

PRICE

- Singles - Rs180-200 /-

Combo Packs – Rs 480 -500 /-

- Pricing done considering the fact of the income of the TG & the trend running in the present market.

PROMOTION

- 360 degree Branding around the rational appeal.

- Extensive traditional & online advertising

Axe deodorant was launched in India during 1999.

Been in the market for the last 26 years and is currently the best-selling brand of Unilever.

Axe is a brand of male grooming products

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

Target Group-

TG – Age – 16 -35 years

Gender – Males

Psychographics - Targets on Young at heart.

POSITIONING

High on confidence brand

Approachability

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

Launching new fragrances over a period of time

Each fragrance has a unique character & is marked uniquely.

"Adventurous Marketing“

Internet based marketing initiative in India with Axe Land involving a virtual trip to the Axe world using link ’theaxeeffect.com’

4P’s

Venture of ventures of the J.K. Helene Curtis Limited.

Tagline – Zara Soonghke Toh Dekho

USP –

Developed using high standardized research fragrances.

Best of quality & consistency

Target Group

Age – 28-40 years old

Gender – Males

Lifestyles – Fashion conscious but need to wear formal clothes on a daily basis. The brand also has a secondary audience in the form of older men which is primarily due to the strong heritage that this brand has.

Socio – economic – Young Middle Class

Product

- 150 ml / 93ml

- Hail to Freshness Deodorant section of PARK AVENUE (PA) range.

- Although new but has the potential to get to the top of mind and heart of the consumers.

Place

- Available at all ‘The Raymond Shop’ across India.

- Available at Big Bazaar (Pantaloons Retail India Limited)

Price

- 172.00 INR for 93ml/100g bottle

Promotion

- 360 degree branding with comic & sex appeal

- Online branding

- Extensive TV & print branding

Positioning

The image attracts only affluent and thus others remain unaware that the Park Avenue deodorants are within their reach.

Positioning has gone a bit weak because of unawareness of the TG about the brand/product.

The promoters have made a mistake by not carrying out any PR activity & advertisement campaign.

Even at retailers (BIG BAZAAR) are seen promoting their own private labels (DJ&C) for greater margins

So if the organization itself is not going to promote its products through PR/advertising campaign its product would have to bear its consequences.

Promotional Strategy

AXE26%

FOGG20%EVA

18%

WILDSTONE12%

OTHERS24%

Consumer’s Choice

18

12

3

10

USERS

AXE

FOGG

PARK AVENUE

NONE OF THESE

0

2

4

6

8

10

12

14

DEODORANTS

USERS

12

1510

13

PREFERS

AXE

FOGG

PARK AVENUE

NONE

26

22

38

RESPONDANCE

PRICE

FRAGRANCE

QUANTITY

PACKAGING

0

5

10

15

20

25

30

35

MEDIUM

RESPONDENCE

0

2

4

6

8

10

12

14

16

18

20

AXE FOGG PARKAVENUE

OTNERS

DEODARANTS

RESPONDANCE

0

5

10

15

20

25

30

35

Below 100 Rs.100 toRs.150

Rs.150 toRs.200

Above 200

5

31

9 10

Price

Respondance

These brands should have the potential to lure more target customers

Need of strong market recognition which can be built only through strong brand and product promotion.

Preparation to fight against the competitors.

They should enhance distribution channels

Increase advertisements, and try to leverage their product’s fragrance which is different from the earlier series of ‘Freshness deodorant’.

All this could contribute to the increase in visibility and demand of the product.

Based on the extension of Axe

DOP – Abhinav Prime

Editing / Sound - ManoVikas

Abhishek Shah

Anie Noorish Shaikh

Ankur Desai

Guatam Solanki

Sayali Chouk