Axe Deodorants

Company Profile
HUL or Hindustan Unilever Ltd is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe. Its annual sales result is Rs 17,524 Cr by March 2010. Unilever has 52% shareholding in HUL.

Product Portfolio for HUL

Food brands- Kissan, Annapurna, Knorr, Brooke Bond, Kwality Walls, Lipton, Bru Personal care- Axe, Lifebuoy, Breeze, Lux, Hamam, Pepsodent, Lakme, Sunsilk

Home care- Active Wheel, Rin, Sunlight, Surf Excel, Domex, Vim

Category wise contribution

Segment wise sales and gross sales

AXE
Cool, iconic, youth brand available in 60 different countries Launched in India in 1999 Largest selling male deodorant in India Launching strategy- Slow Skimming that is High Price Low Promotion Product range Axe instinct

AXE
Axe dark temptation Axe pulse Axe denim Axe click Axe touch

Axe summer
Axe dimension

Competitors for AXE deodorants

Nike Park Avenue

Adidas
Set Wet Zatak Wild Stone

Growth potential
Axe deodorant is targeted at males aged 16-25 It has positioned itself as cool, fashionable & stylish Biggest strength of the brand is the underlying message or DNA that Axe users are High on Confidence and for them GIRLS MAKE THE FIRST MOVE The feeling of being seduced gives a big boost of self confidence to man. Although many brands take this proposition but Axe just made it perfect

The FCB Grid

Thinking Feeling

High Involvement

1 Informative The Thinker

2 Affective The Feeler

4 Self satisfaction The Reactor

Low 3 Involvement Habit formation The Doer

Consumer response model stage

Awareness

Likeability

Action

Promotions
Source, message, and channel factors for AXE Source- media vehicle, postures, promotions, events Message- Unique fragrance AXE EFFECT Channel factors- both external & internal channels

Advertisement
Designing communications Key message- The Axe Effect- Get more than before. The advertisement used by Axe involves simple messages which is easy to understand Humor- highly effective method of communication Fear- fear of social acceptance because of body odor

Axe Ad Campaigns

Distribution network
Delivering significant value During 2009 Unilever launched a single strategy for the supply chain-1 Unilever supply chainputting customer and consumers at the heart of everything it does. Its principle objectives are supplying top quality products with world class service at competitive costs.

Distribution network
Unilever supports top-line growth through speeding up the roll-out of global launches Ensures products are constantly on the shelf Increases profit by simplifying structure and reducing waste Improves cash flow by reducing stock and better payment terms

Distribution network
Axe relies on location and distribution channels. In India supermarket and hypermarkets have only 2% market, organized retail has 13.9% market large part of it is in metro cities so in metros distribution channel is malls and big organized stores but in tier 2 & 3 cities distribution is done through local kirana shops only.

Promotion of Axe
Segmentation
Geographic
Urban Semi urban

Demographic
Age group Gender Income group 16-28 male middle, upper middle students, bachelors

Occupation

Psychographic

Behavioral
regular quality economic regular user medium

Lifestyle outdoor-oriented Occasions Personality fashion oriented Benefits User status Usage rate

Target and position

Target
Single segment (male 16-25) Young at heart

Position
TV ads and campaigns Ensures customers are always engaged with new fragrances Internet based marketing Virtual trip

Targeting and position

Adventurous marketing Print ads with Polaroid photos Global Branding Effort Online banner ads YouTube

IMC recommended mix for AXE

Advertising
Sales promotion

Word of mouth

Interactive marketing

Events and experience

Recommendations
Samples Premiums Contests Bonus packs Price off deals Event marketing

Thank You