COURSE CODE: MGTM503

COURSE TITLE: MARKETING MANAGEMENT

COURSE INSTRUCTOR: AJAY BAMBA
ACADEMIC TASK NO.:
ACADEMIC TASK TITLE:
DATE OF ALLOTEMENT: 11-12-2021
DATE OF SUBMISSION: 27-12-2021
STUDENT’S ROLL NO.: RQ2145A29
STUDENT’S REGISTRATION NO.: 12109155
DECLARATION
I declare that this assignment is my individual work. I have not copied it from
any other student’s work or from any source except where due acknowledgement
is made explicitly in the text, nor has any part been written for me by any other
person.
STUDENT’S SIGNATURE PRASHANT KUMAR TIWARY

EVALUATOR’S COMMENTS (FOR INSTRUCTOR’S USE ONLY)

GENERAL OBSERVATION SUGGESTIONS FOR IMPROVEMENT

BEST PART OF ASSIGNMENT

EVALUATION’S SIGNATURE AND DATE:

MARKS OBTAINED: MAX. MARKS:
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INTRODUCTION OF AXE DEODORANT

In 1983, Axe was launched by Unilever, inspired by another brand, Impulse. Impulse was
launched in the United Kingdom in 1981, as a perfume deodorant under the motto “Men
can't help acting on Impulse”. Since its inception, Axe has created a new fragrance every
year, which has resulted in the brand being used daily in more than 60 countries every day. It
is also known as Lynx in Australia, UK, and Ireland. There was a successful launch of Axe
in Europe, followed by Latin America. The brand was also launched in the Asian and
African continents later and showed moderate results. Axe was introduced in the United
States and Canada, after 2000, and presented itself a successful brand. Axe took the decision,
in 2009, to evolve brand extensions, that lead to their current product portfolio which
includes body spray, deodorant, antiperspirant, shower gel and hair care products. During
1999, Axe deodorant was introduced in India.

FEATURES
✓AXE deodorant includes unique essence that is crafted from herbal extracts to offer
fragrances.
✓It has a unique component which make the perfume final upto two times as a good deal
longer.
✓Prepared through the usage of environmentally loose practices and are against animal
testing. ✓Its series is available in one-of-a-kind sizes which includes a small 100 ml pack Rs.
400, a 175 ml pack Rs. 600 and even tour packs Rs. 50.
✓ It is available in very particular and attractive bottle with a twist in preference to cap ones,
which the clients appreciated.
It may be concluded that, each in phrases of fragrances and bottle layout Axe has been a
modern pioneer on this space, continuously evolving and striving to create superior worth for
the customer.

OBJECTIVE
The objective of the ads campaign is to assist the target market out with attracting the
women. They require each 15-25 Year precious male in North America united nation agency
desires facilitate of any kind regardless of your temperament and character this product and
assist you. The ads square measure one amongst the most effective ones I have ever seen;
actually, it is why I selected to try and do this project on AXE
Interest - the advertisement works plain and easy they raise client interest by specializing in
the advantages of spraying yourselves with AXE.
Desire- They produce a want to shop for the merchandise to realize the AXE impact,
however even the smell-alone will definitely attractiveness to most of the people
Action- As way as taking action on an exact promotion they are doing utilize spam and
purpose of sale displays to urge folks to create the sale.

FACTORS AFFECTING SALE OF COMPANY

The factors that affect the sales of a company’s products can be divided into following two
groups:
➢ Internal factors

➢ External factors
INTERNAL FACTORS
1. Company’s Product: The greatest critical factor determining the company’s sales growth
is the product itself. If the product meets the consumer needs at reasonable prices, it will be
sold. The company must be aware of maintaining its standard and adding or changing
purpose and services according to ever-changing technology and the different tastes and
preferences of consumers.
2. Marketing Strategy of the Company: The company’s marketing strategy in relation to its
product plays a prominent role in the impact it has on sales. The marketing strategy involves,
choosing the right target market, brand positioning, right prices and the choice of the right
sales channels, which can have a major impact on the sale of the product.
3. Marketing personnel of the company: The skills and mindset of the company’s marketing
staff are very important in attracting more customers. Working with the creative marketing
strategies, promotional ideas, backing those ideas with solid market research and a desire to
keep up with the latest market tends as well as professional qualifications—all of these
factors go a long way towards increasing sales volume.
4. Technology and Automation: Technology improvement is another aspect that a company
should consider when aiming for higher sales growth. Investing in newer and smarter
technologies and business process automation such as electronic payment options, easier and
more automated order booking, tracking of shipments in transit, electronic complaint repair
can generate a beneficial marketplace base and increase the sales.
5. Availability of Finances: The availability of right amount of capital at crucial times such
as the launching of a new product, an expansive brand building campaign, the transition to
more sophisticated production technology requires a generous amount of funds. If the
company has a similar at its disposal, it can exploit the chance to set up a newer business
strategies that can completely have an effect on the sales of its product.
EXTERNAL FACTORS
1. Consumers and Institutional buyer expectations: Consumer’s tastes, preferences, and
expectations regarding pricing, new features, packaging, deliver, after-sales services
continue to evolve over time and have a huge impact on the demand for the product from the
company. The company cannot manage these expectations. It mut adapt its production and
marketing strategies to meet these new needs.
2. Economic cycles: A country’s economy goes through various phases such as growth,
expansion and recession. The demand for a company’s product depends on which phase
prevails in an economy. In the growth phase, when demand is robust and consumers have
higher disposable incomes, demand is likely to pick up. During a recession, an economy
shrinks, the money supply shrinks, and with it the demand for and supply of a product.
Hence, the business cycle affects the sales of the company’s product.
3. Laws and Regulations: Any producer or seller must comply with requirements of the laws
and statues of the country in which he sells his products. Specific legal statements regarding
product legality, minimum price requirements, taxes and advertising restrictions have an
effect on the sale of the product in that particular country. Theses requirement determines the
market presence of the product.

MARKET SHARE
According to the data, Engage and Wildstones from McEnroe consumer products of Kolkata
were the two fastest growing brands in terms of value compared to the last year for the
period January-September 2018. Axe, which turned into the second one logo in phrases of
market share in the identical period, in 2016 it turns into overtaken through Engage, Nivea,
Wild stone whilst Vini Cosmetics, Fogg, maintained its leadership position. Engage is the
second largest brand with a market share by value of 10.5% and sales of Rs. 298 Crores and
with a growth in value of 30.6% from last year, according to data from Nielsen.
Axe’s value market from 8.9% in 2016 has slipped to 8% during January-September 2018,
according to Nielsen data. HUL’s value growth, in September 2018, in the deodorant market
was 9.1% as compared to last year, Rs. 226 crores of sales.

PRICING STRATEGY
Price is an important element of any brand's marketing and if done strategically, it also sets
the brand apart from its competitors, giving it a head start favourable. Besides offering a
wide range of exquisite products, Axe is also price conscious, thus has proven a perfect
range of products at different price points.
For example, a 150ml spray bottle costs Rs 200, which is quite affordable and offers
customers an experience that doesn't make a hole in their pocket. Among the various pricing
strategies of the marketing mix, one is bundle pricing where 1 or 2 lots of Axe deodorants
are sold and the price is kept lower than the sum of the MRPs of the two individual
deodorants, since that will attract more customers.
Axe also follows a collaborative pricing that, instead of grouping two, Axe products. Axe
used a competitive pricing strategy to target younger consumers. Millennial consumers want
good quality products at affordable prices. As a result, price becomes an important
influencing factor in the decision to purchase grooming products. A competitive pricing
strategy has helped Axe grow market share and customer base faster than its competitors.
Compared to the closest competitors, its products are cheaper. This helps it effectively target
middle-class customers. It also periodically uses discounts and offers on product packages to
attract new customers and retain old customers. Such a pricing strategy is suitable for groups
that want faster growth and a larger market share. The result is high sales and growing
popularity based on affordability and affordability.

LIFE CYCLE STAGE OF AXE DEODORANT

The product life cycle begins when a product is placed on the market and lasts until it is no
longer used by consumers or is withdrawn. It helps inform business decision making, from
pricing and promotions to expansion or cost reduction. It is the process of selling and
monetizing a product during its lifetime - separated into product development, introduction,
growth, maturity and decline mainly the stages in which the product has to go through in the
development process.
(i) INTRODUCTION: This is the period in which sales grow when the product is
just introduced to the market. A marketing campaign that focuses on educating
consumers about a product and its benefits. There may be no existing customers for
the product.
(ii) GROWTH: As the name suggests, this is the growth phase of the product. If
consumers are already familiar with the product, product development is rapid. The
main objective is to achieve maximum revenue and profit growth. It is characterized
by increasing demand, increasing production and expanding its availability.
(iii) MATURITY: Sales growth slowed as the product reached saturation.
Maximum profit and maintaining market share occurs at this stage. Production and
marketing costs decrease at this stage.
(iv) DECLINE: Innovation must be in the existing product. A product faces
increased competition as other companies compete with its success, sometimes with
improvements or lower prices. Products may also lose market share and begin to
decline.

Existing promotion goals all share the same sales goal, but each is a different way to reach
consumers. Mass selling is a form of promotion used to build brand awareness and expose
that brand to the public. Its purpose was simply to make the target market recognize the
AXE body spray and learn more about the axe effect the product claimed. It works well to
keep the name alive and stay in the growth phase of the product lifecycle.
The goal of the advertising campaign is to help the target market attract women. The Axe
advertisements follow:
Desire: They create a desire to buy the product to achieve the axe effect, but even the
individual smell is sure to appeal to most people in my opinion.
Action: When it comes to certain promotions, they use direct mail and point-of-sale displays
to entice people to make a sale.
Interest-The ad’s simply raise the interest of customer by focusing on the benefits to spray
yourself with Axe.

PRODUCT MIX CHART OF AXE DEODORANT

Product mix, also known as product evaluation or product portfolio, refers to the entire range
of products and / or services offered by a company. The product mix consists of a number of
products, a related element that users generally share or consider as a sustainable product or
service. Below is the product mix chart of the Axe deodorant:

AXE DEODORANT

Deodorants Shower Gel Facewash After Shave

Denim Hydrating Chilled Dark temptation

Pulse Touch Boost Denim
Wild Spice Rise Control Pulse
Provoke Snake Peel Shield
Gels
Apollo Twist
Recover Excite Shaggy Look
Twist Skin Contact Clean Cut
Look
Marine Spike Up Look
Inxtinct Buzzed Look
Dark Temptation
Music Star
Click
Dimension
Googly
Musk
PRODUCT MIX LENGTH OF AXE DEODORANT (TOTAL PRODUCTS):
Product mix length is the total number of products or items in the company's product range.
In the product mix chart of Axe deodorant, the ‘deodorant’ product line consists of 15
products namely, denim, pulse, wild spice, provoke, apollo, recover, twist, marine, instinct,
dark temptation, music star, click, dimension, googly and musk.
‘Shower gel’ product line consists of 7 products namely, hydrating, touch, rise, snake peel,
twist, excite and skin contact.
‘Facewash’ product line consists of 4 products namely, chilled, boost, control and shield.
‘Aftershave’ product line consists of 3 products namely, denim, pulse and dark temptation.
‘Gels’ product line consists of 4 products namely, shaggy look, clean cut look, spike up and
buzzed look.
The product mix length of axe deodorant is of 33 products.
PRODUCT MIX WIDTH OF AXE DEODORANT (NUMBER OF PRODUCT LINES):