project report on axe deodorent

7/21/2019 Project Report on axe deodorent

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PROJECT REPORT

On

THE AXE EFFECT- GETS YOU MORE THAN BEFORE

Submitted by

RAJA jain

IILM Institute for Higher Education

COMPANY PROFILE AND PRODUCT

PORTFOLIO



HUL or Hindustan Unilever Ltd is a subsidiary of Unilever, one of the worlds

leading su!!liers of fast "oving consu"er goods with strong local roots in "ore

than #$$ countries across the globe with annual sales of %&$'( billion in )$$*'

Unilever has about ()+ shareholding in HUL'

Hindustan Unilever was recently rated a"ong the to! four co"!anies globally in

the list of -lobal .o! /o"!anies for Leaders0 by a study s!onsored by Hewitt

Associates, in !artnershi! with 1ortune "aga2ine and the R3L -rou!' .he

co"!any was ran4ed nu"ber one in the Asia56acific region and in India'

.he "ission that ins!ires HUL7s "ore than #(,$$$ e"!loyees, including over

#,&$$ "anagers, is to add vitality to life8' .he co"!any "eets everyday needs for

nutrition, hygiene, and !ersonal care, with brands that hel! !eo!le feel good, loo4

good and get "ore out of life' It is a "ission HUL shares with its !arent co"!any,

Unilever, which holds about () + of the e9uity'

HULs brands 55 li4e Lifebuoy, Lu:, ;urf E:cel, Rin, <heel, 1air = Lovely,

;unsil4, /linic, /lose5u!, 6e!sodent, La4"e, 3roo4e 3ond, >issan, >norr,

Anna!urna, >wality5<alls 5 are household na"es across the country and s!an

"any categories 5 soa!s, detergents, !ersonal !roducts, tea, coffee, branded sta!les,

ice crea" and culinary !roducts' .hey are "anufactured in over ?( factories,

several of the" in bac4ward areas of the country' .he o!erations involve over

),$$$ su!!liers and associates' HUL7s distribution networ4 covers @'? "illion retail

outlets including direct reach to over # "illion'

PRODUCT PORTFOLIO FOR HUL5

FOOD BRANDS5 ? Roses, >issan, Anna!urna, >norr, 3roo4e 3ond, >wality

<alls, Li!ton, 3ru

PERSONAL CARE5 A:e, Lifebuoy, 3ree2e, Lu:, Ha"a", 6e!sodent, La4"e,

;unsil4

HOME CARE5 Active <heel, Rin, ;unlight, ;urf E:cel, o"e:, Bi" etc'

AXE

ACE is a cool, iconic, youth brand available in "ore than @$ countries around the

world' It was launched in India in #DDD and has already beco"e the largest selling



Male eodorant in India' A!art fro" the deos, A:e also !rovides a groo"ing range

for the young Indian "ale, vi2' ;having -el, 1oa", After5;have lotion, and

/ologne .alc'

Each fragrance of A:e is a scent of desire, created by the international diva of fragrances Ann -ottlieb' .he for"ulation is a base with higher efficacy to hel!

"en in attracting the fairer se: better than everF

And need we say anything about fe"inine attractionG ou need to be a true A:e

"an to handle it allF

.he A:e Effect 5 -ets you "ore than beforeF

A:e deo was launched in India during #DDD' .he brand launch was very 9uiet andtheoretically the brand was having the strategy of ;low ;4i""ing i'e High 6rice

Low 6ro"otion' A:e at that ti"e was the leading "en7s deo brand in Euro!e and

was !o!ular in India in the -rey "ar4et available in duty !aid sho!s 'HLL "ay

have launched this brand ins!ired by the volu"e of A:e sold in the -rey "ar4et'

At that ti"e, the deo "ar4et was a nascent one with an esti"ated "ar4et si2e of Rs

K) crore' HLL had the brands eni" and Re:ona and was ruling the "ar4et' A:e

was !riced at a !re"iu" above the eni" brand which was !ositioned as a "ale

deo brand'A:e initially was launched in the fragrance Java, Alas4a and Atlantic' HLL did not

bother to fine tune its 6ro"otional "i: to Indian "ar4et but just i"!orted the

!ro"otions'''' Meaning, the co"!any just ran the ads which was !o!ular in the

Euro!e and other "ar4ets'

AXE PRODUCT RANGE5 ACE also has a so"e good !roduct range for its

custo"ers which includes5

AXE Deodorants5 A:e in:tinct, A:e ar4 .e"!tation, A:e 6ulse, A:e eni",A:e /lic4, A:e .ouch, A:e su""er, A:e i"ension

ACE ;having -el, ACE /ologne .alc, ACE after ;hower -el

AXE Ater S!a"e Lot#on5 A:e In:tinct, ar4 te"!tation, A:e 6ulse, A:e eni"



COMPETITORS FOR AXE IN EACH

PRODUCT CATEGORY

DEODORANTS5 i4e, 6ar4 Avenue, Adidas, ;et <et Nata4, <ild ;tone

SHA$ING GEL5 6ar4 Avenue Men, -illette, ettol, Old ;!ice, 6al"olive, etc

AFTER SHA$E LOTION5 -illette, 6ar4 Avenue Men, eni", 6al"olive, Old

;!ice, etc'

AXE AFTER SHO%ER 5 6al"olive, 6arachute, 6ar4 Avenue, -illette After

;hower -el

AXE AD AGENCY

A:e advertised its !roducts through "any co"!anies but the "ain and the

fore"ost co"!any which advertised !roducts for A:e is Lowe Lintas'

1ounded in #D?D as a !art of Hindustan Lever, Lowe Lintas is one of Indias

largest and "ost storied co""unication grou!s' Headed by /hair"an and /hief

/reative Officer R' 3ala4rishnan 3al4i and /EO /harles /adell, Lowe Lintas

e"!loys over @($ !eo!le across eight divisions and nine cities all over India'

.oday, Lowe Lintas India is a wholly owned subsidiary of the Inter!ublic -rou!,

and one of the star offices in the Lowe <orldwide networ4' Head9uartered out of

London, Lowe <orldwide has over *$ offices in K? countries and a client roster

that includes Unilever, Johnson = Johnson, estle, Ericsson, ;har!, ;aab and

"any "ore'

Lowe Lintas India leads global and regional co""unication for several Unilever

and Johnsons 3aby brands' <e are a guiding light for Lowe offices in ;outh Asia'



AXE TARGET CONSUMER AUDIENCE

A:e is the naughtiest brand in the Indian "ar4et' .he brand is targeted at "ale

aged #@5)( ' Internationally this brand targets "ale aged #(5)(' <e !ersonally feel

that it targets all 7oung at heart8 naughty guys' .he brand has its brand values of

/ool, 1ashionable and ;tylish' And world over, the brand stic4s to its core values'

.he biggest strength of this brand is the underlying "essage or the A which is

that the brand users are High on /onfidence and always for the A:e users, -irls

Ma4es .he 1irst Move' <e thin4 the biggest co"!etitive advantage of this brand is

its co"!lete "ono!oly over this brand !ro!osition' All its ca"!aigns revolve

round this central the"e of ;eduction where -irl "a4es the first "ove'

.he brand assu"es that Men want Li4es to be seduced' .hat feeling of being

seduced gives a big boost of self confidence to a "an' Although "any brands ta4e

this !ro!osition, A:e just "ade it !erfect'

3ody s!ray and body wash brands li4e A:e, .ag, ;wagger, and Magnetic

Attraction are hot co""odities for young "ales' .he !roble" is the "ales are

"uch younger than the brands7 target audience P so"eti"es as young as #$ years

old'

A:e has !ositioned itself as a "ale brand having brand value li4e cool, fashionable

and stylish and targets "ostly youngsters ranging between #*5)& years old'



OBJECTI$ES FOR AXE

• Introduce ACE 3ody ;!ray to trend5setting #*5)& year old "ales in select

"ar4ets'

• Leverage ightlife and 6ro"otions in a cool, se:y, fun way to showcase

brand identity

• .o hel! "en in attracting the fairer se: better than everF



THE FCB GRID

.he Affective strategy is for highly involvingQfeeling !urchases' 1or these ty!es of

!roducts, advertising should stress on !sychological and e"otional "otives such as

building self5estee" or enhancing ones ego or self5i"age' A:e co"es under the

affective strategy as it advertise its !roducts on e"otional and on !sychological basis and co"es under feel, learn and do category i'e' custo"er first feels then

learns and then go for the !roduct'

AXE PROMOTIONAL AD CAMPAIGNS

T!#n&#n' Fee(#n'

H#'!In"o("e)ent

*

Inor)at#"e

.he .hin4er

+

Ae,t#"e

.he 1eeler

ACE E11E/.

Lo

In"o("e)ent

.

Ha/#t or)at#on

.he oer

0

Se( Sat#sa,t#on

.he Reactor



.he A:e 3ody ;!ray advertise"ent shows an average5loo4ing guy being !awned

over by "ultitudes of gorgeous girls' .he guy 4ee!s on s!raying A:e all over his

body and while hes doing this, girls fro" everywhere are cla"oring to get close to

hi"' He has on his face an e:!ression of utter bliss, while the girls have the loo4sof !ure longing' .his advertise"ent is just one of the "any in A:es "ar4eting

ca"!aign that !ortrays A:e !roducts as !owerful tools to attract wo"en'

.he entire ca"!aign differs in the scenario !resented but all convey the sa"e

"essage'

)' .he e:ecution "ethods used for this advertise"ent are fantasy and "ood or

i"age' 1antasy was clearly e"!loyed in A:es co""ercial' It 7s a !resu"!tion that

"an is always thin4ing of the o!!osite and what it is li4e to be a chic45"agnet'

/a!itali2ing on that need , A:e has ca"e u! with a body s!ray that it is "ar4eting

as the !erfect answer to a "an 7s ulti"ate desire ' <hat the advertise"ent is telling

the "ale audience is that through A:e 3ody ;!ray, a "an does not need to loo4

li4e 3rad 6itt to have gorgeous wo"en fight over hi"' A:e has the solution to that

Related to that "ar4eting !itch is the "ood or i"age that A:e could i"!rove or

enhance' ;hould wo"en s"ell A:e on a "ales body, their "ood would change

and theyll be s!ellbound to the "an wearing the s!ray '.he advertise"ent also

touches on i"age because it ai"s to boost a "ans confidence when wearing the

body s!ray' 3ecause advertise"ents have !owerful effect on the subconscious, the

"an wearing A:e 3ody ;!ray would start to believe that he has beco"e better

loo4ing than his average self and would start behaving with "ore confidence'

A:e has got every thing !erfect for its success, it got its seg"ents correct, the

targeting was e:e"!lary and !ositioning so"ething to drool for'

<e have seen lot of ads where girls are seen drooling over Hun4s in Motorcycle or

in Ready5"ades, or even in Innerwears, but in "ost of the A:e ads, there are noHun4s, only very ordinary or even s4inny 4ind of !eo!le getting assaulted by

beautiful girls' .hat "a4es the brand "ore a!!roachable' Had A:e used a Hun4,

the !ro"otions couldn7t have been so effective' .he brand "anagers were so wise

that when they used a celebrity li4e 3en Afflec4, .hey ensured that the brand is

"ade a!!roachable'



Having said that, .he "ales seen in A:e co""ercials are not Losers the ads are

careful to show the" as confident in one way or other or a better ter" will be

self assured' .hat is ulti"ate e:ecution'

.he !ower of this 3ig Idea has ensured that Indian consu"ers la! u! the foreign

co""ercials without any hitch'

Along with these, the brand also ensured that custo"ers are constantly engaged

with new fragrances and ca"!aigns' In )$$(, A:e had a high !rofile launch of its

new fragrance /LI/> and before that there was A:e Land ca"!aign and followed

by A:e5Acade"y then A:e Boodoo and the latest one 6heno"enon' I have tried

"ost of the fragrances and not all of the" are good, but I try it because I li4e the brand' .hat is the !ower of brand'



A:e is one of the rare brands that has e"braced new "edia to the "a:i"u" e:tent'

.he brand has started its Internet based "ar4eting initiative in India with A:e Land

which involved a virtual tri! to the A:e world' -lobally also this brand has lot of

online initiatives which are al"ost always naughty'

One of the re!orts ter" the "ar4eting strategy of A:e as AdventurousMar4eting8'.hat is true because its ris4y because the brand deals with -irls =

;eduction' ot always every one "ay li4e the the"e or the ca"!aigns' In India

es!ecially there are self styled /ultural 6olice"enQ<o"en who cries foul for

anything and everything' It is really sur!rising that so far, A:e has esca!ed their

ACE' .hat also shows that the ad agency is also careful about the conce!ts !ut

across the Indian "edia'

<hile in a "ore liberal "ar4ets, A:e tests new levels of 8 Adventures8 , here the

brand !lays really safe' It also ensures the ca"!aigns run in Indian "edia isacce!ted because "ost often its the entire fa"ily who watches the .B'

I 4now I just have touched the ti! of Mar4eting Iceberg called A:e'

CONSUMER RESPONSE MODEL STAGE5 Affective as a category in the

India Mar4et is high and the target !o!ulation is aware of !ersonal a health care



!roduct which caters to body odor re"edy !roduct' ;o A:e focuses on creating

attitude, li4ability of the !roducts'

Awareness Li4ability Action

SOURCE1 MESSAGE AND CHANNEL FACTORS FOR AXE-

SOURCE5 Media vehicle, 6ostures, !ro"otions, events etc'

MESSAGE5 Uni9ue fragrance ACE E11E/.05 Hu"or and 1ear A!!eals

CHANNEL FACTORS5 Incor!orates both e:ternal and internal channels'

DESIGNING COMMUNICATION5

2e3 Messa'e5 .he A:e effect5 -et you "ore than before' .he advertise"ents used by ACE involves si"!le "essages which is easy to understand

H4)or5 Its the highly affective "ethod of co""unication as it ta4es the little ti"e

to ta4e the "essage across easily '

Fear5 the fear that of social acce!tance, because of body odor'

IMC RECOMMENDED MIX FOR AXE

AXE

SALES

ADVERTI

SING

INTERACT

IVE

MARKETI

AXE

EVENTS

ANDEXPERIEN

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