BRAND DOSSIER
AXE DEODORANTS
DEVELOPED BY
NIMAL NITHYANANDAM
RAM MOHAN M.P.
NIVEDITA SEN
SRIRAM S.R.
Agenda
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Brand history and its global expansion
Positioning
Advertisement – AIDA
Segmentation
SWOT Analysis
Competition
Diversification
Distribution System
Future Directions
Survey
Hypotheses & Inferences
Recommendation
Brand history and it’s global expansion
• 1983 – UNILEVER launched AXE in France inspired by
another of its brands IMPULSE
• 1985 – renamed AXE to LYNX in UK,Ireland, Australia,
New Zealand
AXE launched next in Latin America, Asia, Africa
• 1999 - launched in India
• 2000 - launched in USA, Canada
Global Expansion in 40 countries
Positioning
• Naughtiest
• Seductive
 becoming a babe-magnet is just
a spray away
• Young,Trendy
 same positioning space as a
Fastrack or Pepsi
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• A- Awareness
• I – Interest
• D – Desire
• A – Action
Awareness
• WHY?
 to accelerate market penetration
• HOW?
 Describing fragrance by using a
simple descriptor
eg : AXE Dark Temptation – as
irresistible as chocolate
• WHY?
 Testers not available everywhere
• THEREFORE?
 Unique descriptors for each variant
for the clear understanding of the
customer
Interest
•
HOW?
 Humour
Desire
• HOW?
 Brand positioning as “babemagnet”
 raised to sublime heights
with campaigns such as
“Even Angels/Goddesses will
fall”
Action
• HOW?
 Promotional campaigns
 CALL ME
 FREE WAKE UP SERVICE
• Sales promotions
 Sweepstakes : AXE chits with phone nos. in Levis jeans,
where AXE customers could call to connect to an AXE angel
 Fragrance cards in CCD, bar, club outlets
Promotional campaigns
 AXE CALL ME
 3.5 million calls
 35% repeatcallers
AXE WAKE-UP SERVICE
Segmentation
GEOGRAPHIC
DEMOGRAPHIC
URBAN
AGE GROUP : 16 -25 YRS.
GENDER : MALE
INCOME GROUP : MIDDLE AND
UPPER MIDDLE
OCCUPATION : STUDENTS AND
BACHELORS
SEMI - URBAN
PSYCHOGRAPHIC
BEHAVIORAL
LIFESTYLE : OUTDOOR
ORIENTED
PERSONALITY : FASHION
ORIENTED, TRENDY
OCCASSIONS : REGULAR
BENEFIT : QUALITY,
ECONOMICAL
USER STATUS : REGULAR USER
USER RATE : MEDIUM
SWOT Analysis
Strength
Weakness
Opportunity
Threats
1. Each of the fragrances is created by international
fragrance diva Ann Gottlieb.
2. The formulation is a base with higher efficacy.
3. Excellent advertising targeting the youth.
4. Good distribution, Promotions and campaigns for
luring customers.
5. Also provides grooming range like shaving gel,
foam, After-Shave lotion, Cologne Talc, shampoo &
conditioner, face wash, shower gel.
1. Only an urban market phenomenon.
2. High pricing reduces the target market.
3.Controversial advertising often leads to legal
issues.
1. Coming up with Limited Edition fragrances.
2. Tie up with gym chains.
1. Deodorants’ sales are seasonal. Maximum
sales happen in the summer months (April to
September).
2. Competition from Premium Segment
Competition
Tackling competition – ARMPIT WARRIORS
Principle of Defensive Warfare : Brand Cannibalisation
 launched “AXE” anti-perspirant to take on NIVEA Silver
Protect & Garnier Mineral
 Widening the cake, not the slice
 Market penetration of deodorants - 2-3%
 AXE – 25% market share
 2009 - Rs.500 cr, now - Rs.900 cr
Diversification
 Capturing the entire male grooming kit
 AXE Deodorants
 AXE
 AXE
 AXE
 AXE
Anti–perspirants
Hair – shampoo & conditioner
Face – scrub, face wash, shaving gel, after shave
Shower gel
 AXE ANARCHY for HIM & for HER
Future directions
• Move to digital medium to understand young men’s
consumption habits
 Consumer engagement through online games

AXE Instinct
• Played by over 3mn , 55% repeat players
 AXE Musicstar
• Played by over 4 mn
 AXE Angels fan page on facebook –
over 7 lac friends
Survey
Target Group : young males between 15-25 yrs.
Sample size : 60
Hypothesis 1
• AXE is able to differentiate itself from other
male deodorants through its advertisements.
Advertisements as differentiators
Attributes through Ads
Frequency of Ads seen
Chart Title
Chart Title
4.5
100%
4
90%
3.5
80%
Axis Title
3
2.5
2
1.5
1
0.5
0
70%
Park avenue
60%
Set Wet Zatak
Adidas
50%
Axe
40%
Garnier Men
30%
Cinthol
20%
Wildstone
10%
0%
set wet
Adidas
Never seen
Park
Avenue
Garnier
Men
Sometimes seen
Axe
Cinthol
Seen a lot of times
Wild
Stone
Inference
Positioning established as the naughtiest
brand, highly youth-centric, extremely sexy,
and highly masculine.
Ads conveyed the same and differentiated the
brand from its competitors.
 Hence, hypothesis 1 is proven to be true.
Hypothesis 2
• Axe customers have low brand loyalty.
Repeat purchase
Change of Brand Per Year
Never
10%
1 time
18%
Never
27%
Four times or
more
23%
Once
20%
All 5
times
2%
2 times
23%
4 times
8%
Thrice
25%
Twice
22%
3 times
22%
Brand loyalty
I'll search for my
brand and if still
not available ,i'll
buy another brand.
18%
I'll buy another
brand
42%
I'll go to another
shop to buy my
brand
40%
Brand loyal to Axe
Brand loyalty
I'll go to another shop to buy my brand
I'll search for my brand,if it's still not available,i'll buy
another brand
Axe
33%
33%
Others
67%
67%
Latest purchase of Axe loyal customer
4 times
17%
2 times
33%
Never
17%
3 times
17%
All 5 times
16%
Inference
• 33% of 30% of AXE loyal customers never
change or change their deodorant once on an
average per yr .
• Out of these 33% no AXE loyal customer is
ready to buy another deodorant in the
absence of AXE, and their last 5 purchase
behavior of AXE is shown below.
 Hence, Hypothesis 2 is disproven.
Recommendation
• The central theme of seduction is also being
played with by other brands too as Set wet Zatak
and Wildstone for the young male. Hence, the
differentiator factor of AXE is reducing.
• Our recommendation is that AXE should
reposition itself for a TG which is above 25yrs
aged males focusing on other attributes such as
cool and adventurous which it’s low on scale
presently.
Thank you