AXE DEODORANT
BRAND DOSSIER
Phase - 2
Group Members
Nivedita Sen
Nimal Nithyanandam
Ram Mohan.M.P
Sriram.S.R
CONTENTS
1. What the group wishes to establish in the project (list of hypotheses to be tested).
2. Why the group chose this aspect (justification to be provided by findings of the Literature
Review).
3. The list of information requirements to be collated from the research.
4. The instrument(s) of data collection (including questionnaire design).
5. Sampling Plan and Sample Size (with justification).
6. Methods of Data Analysis to be used (with justification).
HYPOTHESIS OF AXE
1. Axe is able to differentiate itself from other male deodorants through its advertisements.
2. Axe customers have a low brand loyalty.
JUSTIFICATION OF THE HYPOTHESIS
1. The main stay of Axe’s communication strategy communication strategy has been its
advertisement. Axe markets itself as naughtiest brand in Indian Market. Although many of
competitor brand advertisement like Set Wet, Zatak or Wildstone revolve around central
theme of seduction, Axe still positions itself as a babe magnet.
2. The brand is targeted at male’s aged16-25 years- mainly the insecure novice. The sex
positioning of the brand is that of a babe magnet rather than personal hygiene. Hence we
propose the brand gains popularity as a cool iconic youth brand among this demography as a
impulse purchase or pier recommendation but loses out to turn into a habit or part of the
daily grooming regiment
QUESTIONAIRE:
1. Do you use a deodorant?
o Yes
o No
2. What are the five brands that come to your mind when you think of a male deodorant?
1.
2.
3.
4.
5.
3. Which is more important to cater to?
o Body odour.
o Sex appeal.
4. Do you use deodorant by pier recommendation?
o Yes
o No
5. Have you used Axe?
o Yes
o No
6. What are the attributes you check when you buy a male deodorant?
Sexy
Masculine
Cool
Adventurous
Naughty
7. What attributes Axe is delivering in its ads?
Sexy
Masculine
Cool
Adventurous
Naughty
8. Do you think Axe aids the woes of insecure novice?
o Yes
o No
9. Do you recognise any of these ad campaigns?
Axe Dark Temptation
Axe Angels will fall
Axe Call me Campaign
Axe Click
Axe Land
10. Do you think Axe is targeted at students and bachelors?
o Yes
o No
11. How long have you been using Axe?
Less than 3 months
3-6 months
6 months - 1 year
1-2 Year
Above 2 Years
12. If you switched brand from Axe to some other brand, why?
SAMPLING PLAN AND SAMPLE SIZE
Sampling Plan
Target Audience:



Male youngsters in the urban areas.
Income segment – Middle income group, High income group.
Age group is between 16-25 years of age.
Sampling Techniques

Convenience Sampling
Sample Size: 60.
METHODS OF DATA ANALYSIS



Graph
Chart
Tables
Graphs are used to give a relationship between various parameters.
Charts are used because they help make any data more effective, interesting, easy to understand,
easy to analyse and compare. They also help one to present data in a logical and a consistent way.
Tables are used for data representation. Thus it will help to represent the data in a better way.
SCALES USED



Multiple Choice.
Dichotomous Scale.
Completely unstructured