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The Deodorant Market in India - Final (2)
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Project Report on AXE
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marketing plan of deodorant
Axe Deodorant Marketing Plan
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THE DEODORANT MARKET IN INDIA
The deodorant market in India is considered to be in its nascent form. It falls under the pers care category which is worth Rs 90,336 crore. Men‟s deodorants occupy 60% of market sha the deodorant market. HUL is the market leader and holds 31.5 % of the market share. AXE flagship deodorant brand aimed at males with a very unique advertising technique. Other br include Rexona and Dove.
SEGMENTATION
The colour chart below indicates segment variables exclusive to a product or common among or more products. Axe Axe + Rexona
Rexona
Dove
Axe + Dove
Rexona + Dove
Axe + Rexona + Dove Based on Age
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Based on Sex
Based on Income
Based on Lifestyle
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Based on Socio Economic Class
TARGET SEMENT OF AXE
REASONS FOR CHOOSING THE SEGMENT
When AXE was launched in India in 1999 by HUL, they carried out an intensive market rese to figure out their their target market. They chose the target target segment because because the male populati India was greater than the female population, so there was a lot of scope in the untapped ma of men‟s men‟s deodorants. They decided to target men aged 18-28 as they were vulnerable to attra and sought attention from the opposite sex. Aspirers and Seekers were targeted because of increasing abilities to spend on lifestyle products. For this reason, HUL even priced Ax affordable prices.
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OTHER BRANDS BY THE SAME COMPANY INNotTHE useful PRODU Useful CATEGORY
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To confirm the perception regarding views on deodorants a survey was carried out to identify segments and preferences. A total of 170 people responded to the survey
40 30 20 Series1
10 0
Exhibit 1: The percentage of people according to age groups who use deodorants
The target market (18-28 years) was chosen as most of the people in this age group buy deodorants. Value for Brand money Value 8% 11%
AntiPerspiran t 14%
Strong Fragrance 19% LongLasting 48% Exhibit 2: The most important characteristic of a deodorant
30 25 20 15 10 5 0
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MESSAGE COMMUNICATION
The message communicated communicated to the target is that the fragrance of Axe deodorants drives wome crazy. The implication is that the male who uses axe deodorants has an edge in the mating ga For this purpose a lot of advertisement is done- TV, print and internet. All the Advertisement Advertisement have a sexual undertone. TV and Internet are the primary media. HUL has launched Axe games to lure in the younger internet users in association association with Zapak games.
To boost sales Axe has recently slashed prices from Rs.150 to Rs.125. The advertisement for same shows a girl cutting her dress really short. The advertisement line is “Because Axe men it less”.
POSITIONING
Axe has been positioned as a cool, iconic, youth brand since its launch in India in 1999 and i largest selling Men‟s Deodorant in the t he country. Perceived as a brand with a very strong fragra Axe enjoys the position of a fashionable, stylish stylish and naughty deodorant.
Axe can be positioned relative to its competitors in the product category on a variety of fac The comparative study of the competitors as per the factors of competitiveness can be illustr as follows. COMPETITIVE FACTORS FRESHNESS
AXE
WILD STONE
OLD SPICE
BRUT
ADIDAS
PARK AVENUE
CINTHOL
LONG LASTING STRONG FRAGRANCE ANTI PERSPIRANT PERSPIRANT
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Axe deodorants are not anti-perspirant but still enjoy popularity in the market because o communication strategies and the strong fragrance. This can be further illustrated by the su
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The positioning statement of Axe can be given as - Among young males (aged 18-28), Axe brand of deodorants that helps you to attract the fairer sex because of its strong seduc fragrance. The perceptual map developed for Axe based on a sample survey further reinstate same statement. The perceptual map has been drawn on two variables- fragrance and lasting which were the most sought after features in a deodorant by the customers (as per the survey)
As can be seen, Axe stands very high on fragrance variable though it does not last for a very time. It faces close competition from Wild Stone and Set Wet which have similar feature those of Axe. On the other extreme, expensive deodorants such as Park Avenue and Tom Hilfiger have a mild fragrance but last for a longer time duration. These deodorants are prefe by men above 28 years of age who avoid strong fragrances. Another segment is catered to by Spice and Gillette which last for a long time as well as have a strong smell and are prima preferred by men with an active lifestyle.
