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Axe Deodorant

Amol Kulkarni

Nikhil KhedkarAmit Kumar Anand

Subodh Dange

Vivek RajuAnupam C.

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Background

Deodorant market in India: Rs 900 crore

Expected Growth rate: 25% every year for thenext 5 years

Mens deodorants comprise 70% of the market

Axe Deodorant was first launched in France in

1983 by Unilever

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Indian Deodorant Market

Market leader in India since its introduction in1999

Consumerconvenience category product

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Target Market Profile

Geographic

Region: Global (All India)

City: Urban & Semi Urban cities Demographic profile:

Age: of 16-25

Gender: Male

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Target Market Profile

Socio Economic Class

Income: lower Middle and upper middle

Occupation: AnyEducation: Any

Psychographic

Lifestyle: Sports oriented, Outdoor orientedPersonality: Cool/trendy/stylish/Gregarious

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Target Market Profile

Behavioural

Occasions: Regular use

Benefits: Quality, economyUser status: Regular user

Usage rate: Heavy/Seasonal

Readiness: Informed, interested, desirousAttitude: Enthusiastic

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Addressing the TMP

Functional (Product)

Many available fragrances

Fragrance retention for a long time

Easy to use

Value (Price)

Economically pricedRs. 110-120

New fragrance every year

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Addressing the TMP

Self Image (Advertising)

Axe portrays various was the product helps ordinarymen to attract women

2004Pulse gave geeky men confidence to dance withwomen

2007Make nice women become naughty

Aggressive Ad Campaigns

Call Me - Have a flirtatious conversation with an axeangel. Wake up service for a week.

Presence on Facebook

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Addressing the TMP

Availability (Distribution)

Available with retailers, malls and medical stores

AbundantGenerally not out of stock

Excellent distribution network of Unilever

Service

Trendy packaging geared towards TMP

Introduced special small pack for travelers

New container does not have cap

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Addressing the TMP

Risk Averseness

Safe for use on skin

Container has caution notice and usage directions

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Axe Deodorant SWOT Analysis

StrengthsMarket Leadership

Affordable price

Successful and effective advertisement

campaign

WeaknessOnly men in 18-25 age-group targeted

Axe effect actually does not exist

Use the same advertisements in Europe

and India

OpportunitiesExpand target market segment

Continuous innovation

Maintain better standards of quality

ThreatsAdvertisement campaign easy to copy

Product loyalty difficult to maintain

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Thank You