AXE DEODRANT IN

RURAL MARKET
Presented by:
Aparajita Bose 21BSP1423
Animesh Phukan 21BSP1390
Aishwarya Pandey 21BSP1344
Damini Patel 21BSP1512
Alex Kerketta 21BSP1366
Arya Joshi 21BSP1443

Presented to: Dr. Ravi Jeswani

Introduction
What is a rural market?

The rural market encompasses all marketing

activities, facilitating demand, product planning,
distribution and the entire marketing process
aimed at the satisfaction of the rural consumer.
Infographics of FMCG
Infographics of FMCG
4As
Affordability Awareness

Small bottle size Ads on billboards,

Less cost mobile vans, TV, radio
and outdoors
Ads with selected TV
actors or celebrities
4As

Availability Acceptability

OTC Strategy Value for money

Retail Stores Long lasting fragrance
Physical Distribution To keep up with latest
trends
STP Analysis
Segmentation

Demographics:
Geographics:
Age: 16-38 years
Semi-urban
Income: Middle and
Rural
Lower class

Psychographics: Behaviour:
Lifestyle: Outdoor oriented Occasion: Regular
Personality: Trendy, fashion Benefits: Quality, Economic
oriented Usage rate: Medium
Target Positioning
Single Segment (Male): 16-38 Use of TV ads and conducting
years campaigns

Emphasis on the message that

Young at heart
users are 'High on Confidence'

Comes in a stylish bottle and

Through ads using humour to
there is no secondary package
attract people
for the deodorant
Positioning
High Quality

AXE PARK AVENUE

ENGAGE
FOGG DENVER
Low Price High Price

NIVEA YARDLEY

Low Quality
SWOT Analysis
Strengths

Market Leadership
Good distribution, Promotions and
Affordable price campaigns for luring customers

Excellent advertising and Famous for creative advertisements

branding targeting the youth
SWOT Analysis
Weaknesses

Only an urban market phenomenon

High pricing reduces the target market

Controversial advertising often leads to legal issues

SWOT Analysis
Opportunities

Broad base of customers

Internet & Mobile Phone Usage Increased

Employment Opportunities Are Increasing

Improved Literacy Rate

SWOT Analysis
Threats

Deodorants sales are seasonal

Competition

Emerging local players with lesser price

Spray emits damages to the environment

Promotional Strategies
Promotional Strategies
Estimation