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 CONTENT

TOPICS PAGE NO.

Introduction of Axe deodorant 3

Features 3-4
Factors affecting sale of company 4-5
Analysis of market orientation of Axe Deodorant 5-7
Environment analysis of Axe deodorant 7-8
Competiton analysis and market share 8
Identification of value addition activities 8-9
References 10

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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
particular 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 also are against
animal testing.
 It’s 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 travel packs Rs. 50.
 It is available in very particular and attractive bottle with a twist in preference to cap
ones, which the clients appreciated.

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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.

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.
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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.

ANALYSIS OF MARKET ORIENTATION OF AXE

DEODRANT

SEGEMENTATION

Urban

GEOGRAPHIC
Semi-Urban

Age group: 16-25 years

DEMOGRAPHIC Gender: Male

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 Lifestyle: Outdoor oriented

PSYCHOGRAPHIC• Personality: Fashion oriented and

trendy

Occassions: Regular

Benefit: Quality and economical

BEHAVIORAL
User Status: Regular User

User Rate: Medium

SOURCE: Marketing strategy of axe deodorant, Nivin Vinoi (2014)

TARGETING

 Single-segment focussed (Male- 16-25 years)

 Target consumers with “young at hearts”.
 Complete monopoly over brand positioning is its competitive advantage.
 Axe renewed the packaging of its product, introduced on television and through online
campaigns.
 Through advertisement, it convinced the minds of the young consumers that the girls
would be attracted using the deo but the truth is that they know that with these kind of ads
consumers would easily be attracted toward their product.

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POSITIONING

 Extensive use of advertisements and conducting campaigns by the company.

 The amin selling point of this brand is the underlying message that the users of the brand
are very confident and always aim for the Axe.
 It make sure to attract the customers constantly with the new fragrances.
 Axe is a marketing phenomenon as it knows how to keep enthusiasm alive in the market,
for example., launching of Axe 3 deo in 2009, it shows that the consumers can use two
Axe deodorants simultaneously to make new fragrance which is an innovative and
distinct product.
 Apart from advertisements on television, brand also uses print media with polaroid
photos to its maximum impact.
 Because of its unique packaging and bottle design, axe has created its brand image for it.

ENVIRONMENT ANALYSIS FOR AXE DEODRANT

An Environmental Analysis or PEST evaluation categorizes the modifications and forces that
have an affect on startup either directly or indirectly via customers, providers and competitors.
To perform the macro-environmental analysis, PEST is common framework that summarizes
high-level trends in relation to markets and technology.

Following is an environmental analysis for the Axe deodorant:

1. POLITICAL
 Policy by government on trade—23.2 per cent (after GST) custom duty on imported
perfumes
 Stand of government on advertising—the pattern for pretty much all deodorants
publicity relies on sexual innuendo—girl attraction towards the boy spraying
deodorant. Advertisements of Axe are based on this theme. ASCI (Advertising
Standards Council of India) sometimes doesn’t allow such advertisements to be aired.
2. ECONOMICAL
 Axe is a luxury product not a necessity product.
 With the rise in inflation, consumers first decreases the consumption of luxury goods.
3. SOCIAL
 In hot and humid climate of India, the use of axe deodorant is socially acceptable, but
the advertisements sometimes convey a message which is unacceptable.
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 Since the younger generation, which is progressive and more westernized, is the target of
the product and also the message conveyed is acceptable.
 The male grooming industries and products in India is being accepted with products
like fairness creams for men no longer a stigma.
4. TECHNOLOGICAL
 Communication is the most applicable technology.
 Axe communicates through internet with the consumers, which is the biggest platform of
communication.
 Technology is leveraged to create virtual product engagement with the consumers.
5. LEGAL ENIVRONMENT
 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.
 focus on rule and regulation of govt.
 axe has been fined more then 1 million California for creating environment problems
 Rumours of axe that the child of age 19 died with allergy after using axe.
 axe came with natural ingredient and not tested on animal attract the people
6. DEMOGRAPHIC ENVIRONMENT.
 Targeted costumer: axe target costumer of age group 15 to 45 mostly men
 Partnership: axe having a official partnership with Eleague..

COMPETITION ANALYSIS AND MARKET SHARE

The main competitors of Axe in the market are Fogg, Engage, and Wildstone. Vini Cosmetics
Fogg, an Indian brand and ITC’s Engage, come out as the top 2 players in Indian Deodorants
market with Rs. 3000 crores. The Hindustan Unilever Goods, consumer goods giant, Axe
deodorant has come down to 5th position (according to Nielsen data).

Data showed that 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.

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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.

IDENTIFICATION OF VALUE ADDITION ACTIVITIES

Advertising: It is the primarily tool use by Axe for communication. Axe tried to attract the
consumers with TV commercials, print media and billboards. Example: few years ago, Axe dark
temptation flavour was promoted in which after using the deodorant the boy passes roadside and
girls were attracted with the fragrance of the deodorant.

NEWS AND CONTROVERSIS OF ADVERTISEMENT

GOVT TOLD ADVERTISMENT OF AXE DEODRANT IS NOT DECENT AND VULGAR
keeping in eyes of ads being televised, government took the strong objection on their promotional
videos and said that it vulgar and not decent..
ministry of information broadcasting (M.I.B) asked to advertisement council board of India
regarded axe dark temptations deodorant that it get complain about it from consumer complain
council.
Govt. said we have found that the advert of Axe Dark temptation of toilet article is indecent,
vulgar and repulsive, a press release from the ministry to ASCI.
In the same communication, the Ministry control that within the event of no complaints being
received against the advert. The ASCI ought to treat its question as a proper grievance and advise
the advertisers “to refrain from airing the above mentioned advertisement.
The copy of complaint has conjointly been forwarded to executive of Indian board casting
foundation asked them to advise boardcasters to air advert without involving anyone when
preventive measure are taken to avoid some objectionable part.
WHILE TAKING ABOUT CREATIVITY
Axe signature and Axe muscular mainly focus on men glooming and show how the men attract the
women after using the axe deodorant. Its all about the attracting the women through the using of
deodorant. The effect of axe deodorant men feels fresh and energetic on work they are ready
attract the people.
Axe deodorant also focus on long lasting of smell of body without any side effects.it has a
promotion strategy to target young generation mainly male they show the effect of axe in male and
try to impress the generation with effect and ads of axe deodorant that is male meet with women
while using it..
Ads strategy- Advertising AXE advertising strategy is unquestionable the strongest attribute the
whole has. The commercials and ads square measure completely uproarious, creative, and
message to potential customers. The AXE effect is one amongst the foremost celebrated claims
within the world. This thus referred to as result meant to draw girls to any male World Health
Organization has sprayed himself liberally with the AXE disgraceful ads.
The advertisements flow swimmingly and frequently show the traditional wanting male however
with associate degree elevated sense of elevated vanity.
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Events and Experiences: To launch new products, Axe organises events, following this strategy
worldwide. Example: conducting of contests for winning ‘A trip to Las Vegas’ and for this online
banner advertisements attracted the consumers to play online game and enter into contest. These
brands try the engage their customer actually they want to keep a psycological image in our
mindset about their brands that’s why we always think about the brands and when are going to any
shop we purchase it and experiences it. when our experiences is better we suggest the goods and
experiences to someone else.
Mass selling- AXE uses mass selling geared toward provide merchandise and services which will
providing merchandise and services which will charm to the gull market the thought is to
broadcast a message which will reach the most important range of individuals attainable. By
reaching the most important audience attainable exposure to the merchandise is maximized. the
promotional technique is that the ideal one for this level for sales sale the opposite strategies world
and will not reach the quantity of potential customer that the whole deserves and desires to be
profitable. Just for comparison if Unilever wished to use personal mercantilism because the
promotional market share they are doing nowadays in 2012. Personal mercantilism is wherever
sales representatives quit and will sales displays trade shows incentive programs and seminars so
as to introduce and sell the merchandise. Clearly this might be extraordinarily extraordinary
overpriced in term of each time and cash. This technique is used for a brand new , lower budget
company, or one wherever the buyer must become educated in bigger details referring to the
merchandise so as for saying this AXE incorporate a promotion combine that is employed as a
tool during which they use to its audience.
Publicity: Having the right narrative element and the video reinforces the provocative and
contrary personality of the Axe. It always promoted products as cool, trendy and stylish. Thanks to
Axe deodorant strategies, they have always made the city talk.
AXE deodorant made partnership with world cricket championship3 for gaming unification in
India. Axe meet their hand with wcc3 a game which spread in more than 160 million of
downloads, the game has upload their simulation and gaming features. the game has more then 400
tournament, international league and much more, axe mainly focus on targeted costumer from this
online gaming, and md of Hindustan unilever mr. salander singh told that after watching the
courage among Indian youngsters about the cricket they enter in cricket gaming in maximum
countries children of age group 15 to 20 played cricket game. that help in publicity of axe
deodorant to reach the deodorant in hand of maximum people.

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OBJECTIVE
The objective of 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 work 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.

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 REFERNECES

 https://repositorio.ucp.pt/bitstream/10400.14/11676/1/Master%20thesis%20-
%20Axe%20-%20Miguel%20Santos.pdf
 https://www.slideshare.net/nivinvinoi/the-marketing-strategy-of-axe-deodrant
 https://www.slideshare.net/sandylalwani/axe-deodorant-84718722
 https://www.scribd.com/document/318174203/Consumer-Behavior-Report-on-AXE-
Deodorants-in-India
 https://www.marketing91.com/factors-affecting-sales-product/
 https://www.slideshare.net/nivinvinoi/the-marketing-strategy-of-axe-deodrant
 https://prezi.com/bnc4gnabelp8/stp-4ps-of-axe-deodorant/
 https://learn.marsdd.com/article/environmental-analysis-or-pest-an-element-of-your-
startups-strategic-plan/
 https://www.scribd.com/document/355081108/77876822-AXE-PROJECT-REPORT-
GROUP-4-PGHR-Final-docx
 https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-
jewellery/fogg-engage-top-the-deo-charts-as-axe-falls-to-
fifth/articleshow/67083621.cms?from=mdr
 https://www.indiatoday.in/latest-headlines/story/govt-brands-axe-advertisement-as-
indecent-28729-2008-08-22
 https://www.adgully.com/axe-deodorant-announces-1st-gaming-integration-in-
india-with-wcc-3-109051.html

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