According to the MRI data for Axe dry solid/gel, heavy users of Axe are likely to live in larger
cities and in the South. The index number for county size B is 114, and the index for county size
C is 115. The index number for users in the South is 111.
Axe Deodorant Users
Total '000 Proj '000 Pct Across Pct Down Index
Census Region: North East
20108
1535
7.6
18.8
104
Census Region: South
40983
3319
8.1
40.7
111
Census Region: Midwest
24384
1693
6.9
20.8
95
Census Region: West
25998
1600
6.2
19.6
84
MediaMarkets: Top 5
23368
1427
6.1
17.5
84
MediaMarkets: Next 5
11382
739
6.5
9.1
89
County Size: A
46049
2919
6.3
35.8
87
County Size: B
33845
2823
8.3
34.6
114
County Size: C
16157
1355
8.4
16.6
115
County Size: D
15421
1050
6.8
12.9
93
The average deodorant users live in the South and Midwest. They also live in C county sizes. The
weakest market is in the West and North East and in A county sizes.
Deodorant Users
Census Region: North East
Census Region: South
Census Region: Midwest
Census Region: West
MediaMarkets: Top 5
MediaMarkets: Next 5
County Size: A
County Size: B
County Size: C
County Size: D
20,108
40,983
24,384
25,998
23,368
11,382
46,049
33,845
16,157
15,421
7,977
18,742
11,080
10,157
9,005
4,789
18,953
14,677
7,409
6,916
39.7
45.7
45.4
39.1
38.5
42.1
41.2
43.4
45.9
44.9
16.6
39.1
23.1
21.2
18.8
10
39.5
30.6
15.4
14.4
92
106
106
91
90
98
96
101
107
104
Old Spice users typically live in the West and in county sizes C and D. They have an extremely
low index of 78 in the South and a lower than average index number in A county sizes.
Old Spice Users
Census Region: North East
Census Region: South
Census Region: Midwest
Census Region: West
MediaMarkets: Top 5
MediaMarkets: Next 5
County Size: A
County Size: B
County Size: C
County Size: D
20,108
40,983
24,384
25,998
23,368
11,382
46,049
33,845
16,157
15,421
1,596
2,440
1,903
2,613
1,791
713
3,265
2,571
1,362
1,354
7.9
6
7.8
10
7.7
6.3
7.1
7.6
8.4
8.8
18.7
28.5
22.3
30.6
20.9
8.3
38.2
30.1
15.9
15.8
103
78
102
131
100
82
92
99
110
114
Gillette Users have a very high index of 135 in the North East, and a low index of 78 in the
South. They have their highest index number in A counties.
Gillette Users
Census Region: North East
Census Region: South
Census Region: Midwest
Census Region: West
MediaMarkets: Top 5
MediaMarkets: Next 5
County Size: A
County Size: B
County Size: C
County Size: D
20,108
40,983
24,384
25,998
23,368
11,382
46,049
33,845
16,157
15,421
588
696
573
561
476
271
1,055
744
305
314
2.9
1.7
2.4
2.2
2
2.4
2.3
2.2
1.9
2
24.3
28.8
23.7
23.2
19.7
11.2
43.6
30.8
12.6
13
Right Guard does very well in the North East and in D county sizes.
135
78
108
99
94
110
106
101
87
94
Right Guard Users
Census Region: North East
Census Region: South
Census Region: Midwest
Census Region: West
MediaMarkets: Top 5
MediaMarkets: Next 5
County Size: A
County Size: B
County Size: C
County Size: D
20,108
40,983
24,384
25,998
23,368
11,382
46,049
33,845
16,157
15,421
1,126
1,932
1,047
1,087
993
609
2,047
1,497
773
875
5.6
4.7
4.3
4.2
4.2
5.4
4.4
4.4
4.8
5.7
21.7
37.2
20.2
20.9
19.1
11.7
39.4
28.8
14.9
16.8
120
101
92
90
91
115
95
95
103
122
According to the geographic information for users of Axe and its competitors, it is clear that Axe
has great potential in the South. Axe’s index number for the South is 111, while all deodorant
users has an index of 106, Old Spice has an index of 78, Gillette has an index of 78, and Right
Guard has an index of 101. They also have a clear advantage in county sizes B and C. Axes index
for County size B is 114, and its index for County size C is 115. Deodorant users have an index of
101 for B and 107 for C. Old Spice has an index of 99 for B and 110 for C. Gillette has an index of
101 for B counties and 87 for C counties. Right Guard has an index of 95 in B county sizes and
103 in C counties. It is clear that Axe is the leader in the South and in B and C counties.