A presentation on

AXE DEODORANT

Group No - 04

Group members
Deepak Pattanshetti (17122)
Radha Agarwalla (17127)
B.S.V. Ravi Teja (17132)
Sourav Pattanaik (17137)
Vaisakh P (17142)
Manjunath Y M (17152)
Deodorant Industry

•  The market for deodorants in India has expanded four times to Rs.3,600 crore from Rs.900 crore
earlier in six years.
• Around 69% of market is controlled by Men’s deodorants products and 31% of market is accounted
by women’s deodorants.
• Fragrance market is growing with Compound Annual Growth Rate (CAGR) of 32.71% from last five
years and is projected to become more than ten times by the year 2021
• Major deodorant brands: HUL(Axe, Dove), McNROE (Wild stone), Adidas, Nike, P&G(Old Spice,
Secret), Beiersdorf(Nivea),Raymond(Park Avenue), Godrej(Cinthol), Vini Cosmetics(Fogg),
Garnier(L’oreal), Cavinkare(Spinz)
• Large amount of the Indian population lives in rural regions, which remains largely untapped market.
Market share
Unilever

 Unilever was founded in 1930 by the merger of the Dutch margarine producer Margarine

Unie and the Britishsoapmaker Lever Brothers.
 On any given day, 2.5 billion people use Unilever products which include food,
beverages, cleaning agents and personal care products
 Unilever is a Dutch-British transnational consumer goods company co-headquartered
in Rotterdam, Netherlands and London, United Kingdom.
 It is the world's largest consumer goods company measured by 2012 revenue, and is also the
world's largest producer of food spreads, such as margarine. Unilever is one of the oldest
multinational companies; its products are available in around 190 countries.
 Unilever owns over 400 brands, but focuses on thirteen brands with sales of over one
billion euros: Axe/Lynx, Dove, Omo, Becel/Flora, Heartbrand ice
creams, Hellmann's, Knorr, Lipton, Lux, Magnum, Rama, Rexona, Sunsilk and Surf.
Hindustan Unilever Limited

 HUL was incorporated in the year 1933 with headquarters at Mumbai.

 Largest fastest moving consumer goods(FMCG) company with heritage of more than 82
years
 On any given day, nine out of ten Indian households use HUL products
 They have a turnover of about 25,206 crores
 Has around 6.4million retail outlets
 Products include food, beverages, cleaning agents and personal care products.
INTRODUCTION TO AXE

 Axe was born in France on 6th June 1983

 Axe is a cool, iconic brand launched in India in 1999 with Axe Deodorants.
 Axe in India has a variety of male grooming products such as Axe deodorants, aftershave
lotions, shaving creams & body perfumes.
 Every year, Axe pushes the boundaries of innovation by launching new fragrances that excite
the senses and cater to daily needs and special occasions.
 Axe Signature Gold and Axe Recharge are just some of them.
 Axe Signature Gold is a range of ultra-premium perfumes which are crafted with unique
ingredients that compliment a man’s unique personality.
 the Axe Recharge range of deos which is created for freshness on the go, designed to keep you
feeling fresh throughout the day
MARKETING SEGMENTATION

Geographic segmentation
Geographic segmentation is when a business divides its market on the basis of geography. We can
geographically segment a market by area. When it comes to the case of axe deodorant, they are targeting
the urban and semi urban areas.
Demographic segmentation
Demographic segmentation is market segmentation according to age, race, religion, gender, family size,
ethnicity, income and education. For axe deodorant, the demographic segmentation is in the following ways
 Age -The target segment on the basis of age for axe deodorant is from 16-28. They focus mainly on
teenagers and college students.
 Gender-The market of axe deodorant is aimed only at the male gender.
 Income group – Based on the income, the brand aims at the upper middle and middle income group
segment.
Psychographic segmentation
Psychographic segmentation involves dividing your market segments into segments based upon
different personality traits, values, attitudes, interests and lifestyles of consumers.
 Lifestyle -Axe focuses mainly on people who are very much outdoor oriented, who goes out
on a regular basis and who are conscious of how others perceive them.
 Personality -Axe focuses on people who are very much fashion oriented and who follows the
trend.
Behavioral segmentation
It is dividing the market into groups of customers according to their knowledge of, attitude
towards, use of or response to a product.
 Occasion -Axe mainly targets customers who uses deodorants regularly rather than on certain
special occasions.
 User status -They are aiming at regular users of deodorants.
 Usage rate -They target medium, heavy users for their brand
Targeting

 It has the brand proposition as “young at heart”

 Targets on single segment male 16 to 28.
 Through its ads it persuades youngsters minds that using this deo helps to attract girls, but
it is just that they present the ad using humor and made something that attracts people
something.
POSITIONING

 The company extensively uses TV ad’s and conducting many campaigns giving
commissions to its agency.
 The biggest strength of this brand is the underline message that the brand users are high on
confidence and always go for the axe.
 It also ensures that customers are constantly engaged with new fragrances(variants).
 The brand has started its internet based marketing initiative in India with the name
“[Link]”
 They effectively utilize social networking websites like facebook twitter and google + for
their adds and publicity.
 The axe always have a stylish bottle, and thus because of its packaging it has created a
brand image for itself.
 MARKETING MIX(4Ps)
PRODUCT
  Peace
Harmony
Anarchy
Excite
MEN’S DEODORANTS
Dark Temptation
  Signature
Voodoo
Phoenix

Price
Product Quantity (in ml.) Price(Rs.)
Axe Dark Temptation 150 154
Axe Denim 150 159
Axe Signature Mysterious 120 213
Axe Suave 120 213
Axe Signature Intense 120 195
Axe Signature Rogue 120 213
Place
Axe is sold in more than 180 countries and regions.
It has become a solid brand because of its penetration in urban region across the world.

Promotion
 All TV commercials, print ads and billboards try to attract people. It also uses social media
sites like Facebook, twitter etc. to promote its product.
 “FIND YOUR MAGIC” is the tagline that moves the brand all over the world.
 Various campaigns like "Call me", "AXE feather", "AXELAND" were carried out for
increased customer engagements.
 Advertisements were carried out in such a way that by using axe, men can attract girls
 SWOT ANALYSIS
     Less Popular in Rural: The
 
 
 
 Good Advertising and Branding:
With the youth centric
  advertisements and promotions only
attract the urban youth. It lacks
 
advertisements, axe was able to
attract consumers
  appeal for the rural youth and thus
this weakens the sales considering the

 
  size of the market
 Far and wide distribution –
 Limited Target Market: Axe has a
Because it is from the house of Limited Target Market, i.e. Age group
HUL, AXE has a fantastic WEAKNES 16-28, which restricts the sales of Axe
STRENGTH distribution network in urban
market. S  Brand fatigue – Axe has tried the
same time tested methods over and
 HUL support: Axe being an HUL over – a guy who attracts women in
his life whenever he applies the AXE
brand has an advantage of being a
deo. This, with the fact that it has a
brand from one of the largest
S FMCG in the world. This allows
very common presence, has led to
brand fatigue.
Axe to take risks for its business.
 
  Fragrance market is growing    Competition: Axe faces competition
with Compound Annual Growth   from well recognized global brands
OPPORTUNITI Rate (CAGR) of 32.71%   such as Burberry, Old Spice, Fogg
 
ES   etc. And needs to constantly promote
so as to maintain its market share.
 
THREATS
 
 

 Threat of New Entrants:  Local new

entrants can prove out to be a threat
for Axe for example, Fogg in India
has captured the market and has
become the market leader in a short
span of 7-8 years ousting Axe from
the top.
 
COMPETITORS ANALYSIS

 FOGG
 Launched in December 2011 by vini cosmetics
 Campaigned as bina gas wala deo , which captured the indian market.
 Was able to capture 18% of market by the end of the year 2015.
 Contributes 80% of the companies total sales by selling 2million cans per month.
 Fogg has tip over big players, such as AXE and Park Avenue from their top slots.
 ENGAGE
 It was launched by ITC Ltd. in May2013.
 By value Engage is at third place with 6.6% share
 Engage notched up 8.1% (Volume) share across Indian urban market which accounts for
90% of overall deodorants market in India in 2014-15
 Engage is one of India’s first varieties of couple deodorants.
 PARK AVENUE
 Was brought in india in the year 1964 by the Raymond group
 Over past few years the advertisements of the brand are increasing
 Raymond’s Park Avenue becomes the second largest selling deodorant brand with a value
share of approx.8 %
 This was targeted towards the people who are ready to spend high
 The consumers are basically loyal towards the brand
Recommendations

 Major rural market Is untapped, try to enter the rural market with some new varieties, price
and advertisements.
 The women deodorant market is untapped by axe, so they can enter that segment.
 Line extension can be done by introducing deostics and sachets.
THANK YOU