GROUP-3

ANIRBAN DATTA
ANUSUYA R.
GAURAV RAI
MOHD.ARIF ALI
RAHUL BALACHANDRAN
ROVIN SHRIVASTAVA
SONU BANSAL
VAIBHAV AGRAWAL
3L0MLN1A1l0N
GEOGRAPHIC
Urban
Semi-Urban
DEMOGRAPHIC
Age group 16 to 28.
Gender MaIe
Income group MiddIe&
Upper MiddIe.
Occupation Students&
BacheIors.
PSYCHOGRAPHIC
LifestyIe Outdoor-oriented
PersonaIity FashionOriented
Trendy.
BEHAVIORAL
Occasions ReguIar
Benefits QuaIity
Economic.
User status ReguIar user
Usage rate Medium.
1AR0L1lN0
Concentrates on singIe-segment 2ale 16-28)
Targets on Young at heart. Co25etitive advantage of this brand is its
CompIete monopoIy over this brand proposition.
Ìn 2007, as co25etition got stiffer, Axe reva25ed its 5roduct
5ackaging and launched television and online ca25aigns.
Through its ads, it 5ersuades youngsters 2ind that using this deo will
hel5 to attract girls, but it is just that they 5resent the ad using hu2or
and 2ade so2ething that attracts 5eo5le very easily.
Ìts rarely found that any Ìndia centric ad for Axe is aired on
Television. They believe that Ìndian consu2ers take the foreign
co22ercials without any difficulty.
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The co25any extensively uses TV ads and conducting 2any
Campaigns giving co22issions to its agency.
The biggest strength of this brand is the underlying 2essage that the
Brand users are High on Confidence and always go for the Axe.
Ìt also ensures that custo2ers are constantly engaged with new
Fragrances, in 2005, Axe had a 5rofile launch of its new fragrance
CLICK.
The brand has started its Internet based marketing initiative in Ìndia
with Axe Land which involved a virtuaI trip to the Axe world using link
'theaxeeffect.co2'.
Ìts 2arketing strategy is always known as "Adventurous Marketing"
Because this brand deals with girls and seduction. But anyway it is in
the safer zone even in case of 2arkets like Ìndia.
Besides TV commerciaIs,the brand also uses print ads with
PoIaroid photos to its 2axi2u2 i25act.
Axe is a classic exa25le of gIobaI branding effort.Through this effort
Of ca25aigning they have created a huge global i2age.
Ìt conducted a contest to win a trip to Las Vegas in October. For
that,OnIine banner ads 5ushed guys to 5lay the online ga2e and
enter the contest. Axe co22ercials are also a big hit on YouTube.
Wholesale distributors re5orted that Axe body s5ray led the 2en's
Groo2ing category in 2007.
The axe deodorant contain in styIish bottIe, its the 5ri2ary container
of the axe, there is no secondary 5ackage for the axe deodorant rather
than its labeling of Lynx. Because of the 5ackaging,it can be easily
recognized. The 5ackaging of axe itself has created brand image for it.
arketing 2ix is the co2bination of ele2ents that co25any uses to 2arket
its 5roduct. There are four ele2ents Product, Price, Place and Pro2otion to
target the 2arket.
Axe's 4 P's Of arketing
CCMÞCNLN15 CI MAkkL1ING MIkť
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ÞLACL
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Target
Custo2er
Ìntended
Positioning
List Price
Discount
Allowances
Pay2ent Period
Credit Ter2s
Price
Variety
Quality
Design
Features
Brand Na2e
Packaging
Services
Product
Advertising
Personal Selling
Sales Pro2otion
Public Relations
Channels
Coverage
Assort2ent
Location
Ìnventory
Logistics
Pro2otion
Place
The 5roduct is the centre of 2arketing 2ix and the other three P's are
based around it. Consu2er 5urchase goods and services for a variety
of individual reasons and the co25any 2ust be aware of all of these
when selling the 5roduct.
Product
IAkIL1¥ CI AkL DLCsť
Axe offers a wide range of fragrances and flavors in their deodorents.
So2e variants of axe are:-voodoo, twist, 5hoenix, click, dark te25tation,
di2ension etc..
;DALI1¥ť
All Lhe varlanLs of axe deodoranLs are dermaLoloalcalv LesLed and do
noL have anv klnd of slde effecLs on Lhe skln(skln frlendlv)ţ lL offers
aood fraarance whlch has lona lasLlna effecLŦ
DL5IGNť
1he boLLle of Lhe AxL deodoranL looks more sLurdv and
lL has LwlsLlna Lop whlch ls beLLer Lhan Lhe prevlous deslanŦ
ÞACkAGINGť
1he axe deodoranL conLaln ln sLvllsh boLLleţ lLs Lhe prlmarv conLalner
of Lhe axeŦ
1here ls no secondarv packaae for Lhe axe deodoranL raLher Lhan lLs
labellna of Lvnx ln forelan markeLŦ
Þackaalna affluence cusLomers a loL and also Lhev wllllnalv pav more
for more convenlenL packaaed producL havlna caLchv looksŦ
1he packaalna ls done ln a wav LhaL lL can be easllv recoanlzedŦ1he
packaalna of axe lLself has creaLed brand for lLŦ
Price
ÞkICLť
1he prlce of all varlanLs of axe ls sameŦ
1hev [usL have dlfferenL fraarances and flavoursŦ
Þrlce ls around 8sŦ130 for 130ml boLLleŦ
Þrlclna has been done conslderlna Lhe mlddle and hlaher
lncome aroupŦ
Placing
Pro5er 5lacing and availability of 5roduct 5lays significant
role in deter2ining the sales of 5roduct. Axe relies on
location and distribution channels.
DI51kI8D1ICNť
Ìn Ìndia su5er2arket and hy5er2arkets have only 2%
2arket,organised retail has 13.9% 2arket large 5art of it is in 2etro
cities. so in 2etros distribution channel is 2alls and big organised
stores but in tier 2 & 3 cities distribution is done through local kirana
sho5s 2ostly.
Pro2otion
Pro2otion is an i25ortant 5art of 2arketing 2ix. Through 5ro2otion
co25any co22unicate with the consu2ers. To co22unicate with the
consu2ers co25any s5ends heavily on advertise2ents and
5ro2otional activities.
ADVERTISING:
To weave the axe brand into the culture the co25any extensively uses
television advertise2ents.e.g to 5ro2ote its Dark Te25tation flavor they
showed an ad in which a boy who has used Axe deo is 5assing by the
roadside and all the girls around are getting attracted by the chocolate
fragrance of the deodorant he is showed to be throwing chocolate fro2
his body on the 5eo5le.
SALES PROMOTION:
To increase the sale in Ìndia the co25any has slashed down the 5rice
of 1502l bottle fro2 Rs.150 to Rs.125.They also 5ro2ote through online
ga2ing available on their site.

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