mm project ppt
TRANSCRIPT
Project Work
On
Deodorant – Axe
Submitted to
Dr.Vinita Sahay
Professor-Marketing
Indian Institute of Management, Raipur
Submitted by
Ankur Soni -14 PGPWE004
C Satish Mohan -14PGPWE010
NandGopal -14PGPWE015
Ramani Sarangi -14PGPWE022
Sudheer Reddy -14PGPWE028
India is currently poised at about Rs 3,700 crore, according to a study titled
'Domestic Fragrance Industry: The way ahead' released by ASSOCHAM.
Growing at a compounded annual growth rate (CAGR) of over 40 per cent, the
Indian fragrance industry that comprises deodorants and perfumes is likely to reach
Rs 10,000 crore by 2015.
The fragrance industry comprises deodorants, perfumes and roll-ons. Indian
deodorant and roll-on market is currently poised at about Rs 1,800 crore and is
growing at about 55 per cent annually.
The perfume market is growing at about 30 per cent and currently poised at about
Rs 1,500 crore. At present, Indian deodorant market is poised at Rs 1,800 crore and is
growing at 55 per cent annually.
Product Family: Perfume/Fragrance Industry (Personal Care)
Rising demand for fragrances from Tier II and III markets is the real growth
driver of this industry
Unorganized sector accounts for nearly 30 per cent of the total fragrance
industry and nearly 60 per cent of the whole fragrance market is dominated by the
men's category.
Though there are limited options for women, the segment is likely to see an
upsurge with various existing brands and new entrants.
Product Category: Deodorant
Brand: AXE Power Brand of M/S Unilever
Axe was launched in France in 1983 by M/S Unilever.
In January 2012, Unilever launched its first Axe/Lynx product for women in the
United Kingdom as part of a global expansion of the previously men’s-only brand.
Axe is a cool, iconic brand launched in India in 1999 with Axe Deodorants. It is the
largest selling male deodorant in India & has a variety of male grooming products such
as Axe Aftershave Lotions & Axe Body Wash.
Denim and Rexona – HUL’s major brands
2002 Axe phased out Denim with better market share
India Market Penetration 2-3%
Axe market leader with 25% market share (Source: The Strategist)
Henkel (Fa: 8.5%)
Cavin Kare (Spinz and Hi5, 7.4%)
36 Variants (Available in 60 countries around the world)
Brand: AXE Power Brand of M/S Unilever
Strong marketing logistics network
Relies Heavily on location and distribution channels
In store communication
Online and Offline availability
Variety:Wide range of Fragrances
Quality: Dematological testing: No side effects and strong fragrance
Packaging: Distinctive metallic can with custom designed typography
4 P’s of Axe Deodrant
PLACE
PRODUCT
Brand: AXE Power Brand of M/S Unilever
360 degree branding effort around central idea of seduction
Online initiatives
Viral marketing
Events and experiences
Extensive use of television marketing
Interactive Marketing
Cheaper substitutes for other expensive brands
Pricing done considering middle income groups helps in gaining market penetration
4 P’s of Axe Deodrant
PROMOTION
PRICE
Axe-Segmentation
Geographic Segmentation Urban
Semi Urban
Demographic Segmentation
Age Group 16 to 28 Years
Gender Male
Income Group Upper Class
Middle Class
Occupation Bachelors
Students
Psychographic lifestyle
personality
Outdoor Oriented
Fashion Oriented
Trendy
Behavioural
Occasions Regular
Benefits Quality
Economic
User Status Regular User
Usage Rate Medium
The target consumers are Single Male Segment 16-28 years “Young at heart”.
Competitive advantage of this brand is its complete monopoly over this brand
proposition.
The Axe effect is also creating a buzz in social media. The official Axe Face
book page launched in 2010 and has more than 3.5 million fans, while more than
1.2 million users have viewed Axe’s advertising and video games on the official
Axe YouTube channel.
Every year, a new Axe deodorant fragrance is launched, combining seductive
scents with the latest technology from the irresistible chocolate-inspired Dark
Temptation fragrance to the stimulating Axe Rise range.
Axe-Target
Getting the girl has never been easier, thanks to AXE effect.“
AXE is a cool, iconic, youth brand available which is the largest selling MaleDeodorant in the country.
The biggest strength of this brand is the underlying message that the brand usersare high on Confidence and always go for the.In 2014, Axe had a profile lunch ofits new fragrance "Axe Peace“.
Its marketing strategy is always known as "Adventurous Marketing". Because itsdeals with girls and seduction.
The Axe deodorant contain in stylish bottle, its the primary container of the axe,there is no secondary package for the axe deo. The packaging of axe itself hascreated brand image for it.
Axe- Positioning
High on Confidence brand
Approachability (made for regular youngster)
Keeps customers engaged with new fragrances
Each fragrance has a unique character and is marked uniquely
Adventurous marketing
Positioning of Axe Deodrant
StrengthEach of the fragrances created by international fragrance diva Ann Gottlieb.
The formulation is a base with higher efficacy.
Excellent advertising and branding targeting the youth.
Good distribution, Promotions and campaigns for luring customers.
Also provides grooming range like shaving gel, foam, After-Shave lotion, and
Cologne Talc.
WeaknessOnly an urban market phenomenon.
High pricing reduces the target market.
Controversial advertising often leads to legal issues
Axe- SWOT Analysis
OpportunityComing up with Limited Edition fragrances.
Tie up with hotel chains and large organizations like gym chains etc.
ThreatsDeodorants sales are seasonal. Maximum sales happen in the summer months
(April to September)
Competition from Premium Segment Deodorants like Burberry, Body Shop.
Axe- SWOT Analysis
Social Factors:Groups and social networks: “Axe Effect” has been spread a lot through onlinesocial network or word-of-mouth influence.
Family: Fathers’ habitual products can be sons’ first choice especially in maleproducts.
Roles and status: If considered as fashion leader or with high popularity, productslike Axe deodorant, which is stylish and attractive, can be those people’s choice.
Personal Factors:Age, Occupation and Lifestyle: Young males like university students who preferbars and parties, also always want to gain popularity and win girls.
Economic situation: Since external things are always not low-income people’sconcern, and also Axe Deodorant can be afforded by majority of young males, thosewith medium and high income can beAxe’s consumers.
Personality & Self-concept: Extroverted, enthusiastic and fashionable males maychoose Axe.
Axe- Consumer Behaviour
Psychological Factors:
Motivation: Axe Deodorant is much known for its “Axe Effects”, which is attracting
girls. Thus, men who want to win girls are motivated to buy this product.
Perception: Selective attention ― the messages about “Axe Effects” are always
attracting and can draw the attention of people without being filtered.
Responses: Consumers may find out about this product through words of mouth,
advertisements or simply by noticing the product while browsing in shops.
Reinforcement: If a consumer has previously used Axe Deodorant and was praised
by a girl that he has affections for, he will probably continue to use the product.
Beliefs & Attitude:
Young males believe that Axe Deodorant will help them win girls because of how it
is marketed.
- Consumers like the pleasant scent of the product and that it functions effectively as
a deodorant.
Axe- Consumer Behaviour