Presentation on Presentation on Deodorant MarketDeodorant Market

• The The ZatakZatak brand is seen as the direct brand is seen as the direct competitor to Axe which is also doing well competitor to Axe which is also doing well because it’s been pricing its products cheaper. because it’s been pricing its products cheaper. It’s also been around for longer than Rexona It’s also been around for longer than Rexona in the men’s departmentin the men’s department

The Battle Of The DeodorantsThe Battle Of The Deodorants

Different brands of deodorantsDifferent brands of deodorants

• Axe Axe

• Type :Type :Men's grooming productsMen's grooming products

• Owner :Owner :UnileverUnilever

• Country :Country :FranceFrance

• Introduced:Introduced:19831983

• Related Brands: Related Brands: DoveDove

• Markets: Markets: WorldWorld

ProductsProducts

• From 2003, Axe advertisements portrayed various ways the From 2003, Axe advertisements portrayed various ways the

products supposedly helped men attract women. In 2004, the products supposedly helped men attract women. In 2004, the

advertising for the advertising for the PulsePulse fragrance showed how it supposedly  fragrance showed how it supposedly

gave geeky men the confidence to dance to get women. gave geeky men the confidence to dance to get women.

• Present market share 33% Present market share 33%

AdvertisingAdvertising

• Advertising can be explained as a paid form of non-personal Advertising can be explained as a paid form of non-personal

presentation and promotion of goods. This is the tool primarily presentation and promotion of goods. This is the tool primarily

used by AXE as a mode of communication. In all its TV used by AXE as a mode of communication. In all its TV

commercials, print ads and billboards, AXE has tried to attract commercials, print ads and billboards, AXE has tried to attract

people with its humor as shown in the ad below. people with its humor as shown in the ad below.

SWOT AnalysisSWOT Analysis

StrengthsStrengths

• ““The AXE Effect” portrays AXE deodorants The AXE Effect” portrays AXE deodorants as not just a product to be used to smell good as not just a product to be used to smell good but it actually is a feeling to be experienced.but it actually is a feeling to be experienced.

• AXE has campaigns that are frequently talked AXE has campaigns that are frequently talked about and keep their consumers engaged like about and keep their consumers engaged like the “Call Me” and “Click” campaigns.the “Call Me” and “Click” campaigns.

• AXE has always associated itself with AXE has always associated itself with adventure and thus attracting its primary adventure and thus attracting its primary audience. audience.

• AXE is now also venturing new areas other AXE is now also venturing new areas other than the urban cities in search of its secondary than the urban cities in search of its secondary audience and it has received a warm welcome audience and it has received a warm welcome their too.their too.

Rasasi Perfumes IndustryRasasi Perfumes Industry

• company having state-of-the-art production facility in Dubai company having state-of-the-art production facility in Dubai

with more than 30 years expertise.with more than 30 years expertise.

• Company Name: Rasasi Perfumes Industry Company Name: Rasasi Perfumes Industry 

• Business Type: Manufacturer  Business Type: Manufacturer  

• Product/Service(We Sell): Perfumes, Fragrances, Deodorants, Product/Service(We Sell): Perfumes, Fragrances, Deodorants,

Roll on, Personal care, Oriental Perfumes, EDT / EDP sprays, Roll on, Personal care, Oriental Perfumes, EDT / EDP sprays,

Body Lotion, Perfume Oils  Body Lotion, Perfume Oils  

BrandsBrandsHope WomenChastity MenChastity WomenRomance WomenEmotion MenEmotion WomenFighting TemptationTemptation newBlue for MenBlue LadyRoyale Men Royale WomenHope MenRoyale Blue MenSecretInnocenceAdmire

ConfidenceDeserve MenDeserve WomenFeelingsTwinkleSeductionCatherineKnowledgeTrue NatureInstinctsRomance for men foreverRelation MenRelation WomenAdorable

Blue Lady Fine Fragrance

Fine Fragrance EDP

The Battle Of The DeodorantsThe Battle Of The Deodorants

• Axe’s entry into India was based on it simply Axe’s entry into India was based on it simply

‘testing the waters’ as such. Axe has launched a ‘testing the waters’ as such. Axe has launched a

cheaper range of deo’s in India under the cheaper range of deo’s in India under the RexonaRexona

brand. Both Axe and Rexona are run by the brand. Both Axe and Rexona are run by the

UnileverUnilever group. group.

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