Contents

AXE........................................................................................................................ 2
COMPETITORS FOR AXE IN EACH PRODUCT CATEGORY............................................3
OBJECTIVES FOR AXE.............................................................................................. 4
MARKETING RESEARCH.......................................................................................... 5
AXEs research process should have five stages:...........................................................5
1. Identify opportunity........................................................................................... 5
2. Explore solution................................................................................................ 5
3. Measure suitability/effectiveness........................................................................... 6
4. Test Market...................................................................................................... 6
5. Track market performance.................................................................................... 6
RECOMMENDATIONS............................................................................................... 7
CONCLUSION.......................................................................................................... 8

AXE
AXE is a cool, iconic, youth brand available in more than 60 countries around
the world. It was launched in India in 1999 and has already become the largest
selling Male Deodorant in India. Apart from the deos, Axe also provides a
grooming range for the young Indian male, viz. Shaving Gel, Foam, AfterShave lotion, and Cologne Talc.
Each fragrance of Axe is a scent of desire, created by the international diva of
fragrances; Ann Gottlieb. The formulation is a base with higher efficacy to help
men in attracting the fairer sex better than ever!
And need we say anything about feminine attraction? You need to be a true Axe
man to handle it all!
The Axe Effect - Gets you more than before!
Axe deo was launched in India during 1999. The brand launch was very quiet
and theoretically the brand was having the strategy of Slow Skimming i.e High
Price Low Promotion. Axe at that time was the leading men's deo brand in
Europe and was popular in India in the Grey market ( available in duty paid
shops) .HLL may have launched this brand inspired by the volume of Axe sold
in the Grey market. At that time, the deo market was a nascent one with an
estimated market size of Rs 72 crore. HLL had the brands Denim and Rexona
and was ruling the market. Axe was priced at a premium above the Denim brand
which

was

positioned

as

male

deo

brand.

Axe initially was launched in the fragrance Java, Alaska and Atlantic. HLL did
not bother to fine tune its Promotional mix to Indian market but just imported
the promotions.... Meaning, the company just ran the ads which was popular in
the Europe and other markets.

AXE PRODUCT RANGE- AXE also has a some good product range for it`s
customers which includesAXE Deodorants- Axe inxtinct, Axe Dark Temptation, Axe Pulse, Axe Denim,
Axe Click, Axe Touch, Axe summer, Axe Dimension
AXE Shaving Gel, AXE Cologne Talc, AXE after Shower Gel
AXE After Shave Lotion- Axe Inxtinct, Dark temptation, Axe Pulse, Axe
Denim
COMPETITORS FOR AXE IN EACH PRODUCT CATEGORY
DEODORANTS- Nike, Park Avenue, Adidas, Set Wet Zatak, Wild Stone
SHAVING GEL- Park Avenue Men, Gillette, Dettol, Old Spice, Palmolive, etc
AFTER SHAVE LOTION- Gillette, Park Avenue Men, Denim, Palmolive, Old
Spice, etc.
AXE AFTER SHOWER- Palmolive, Parachute, Park Avenue, Gillette After
Shower Gel

OBJECTIVES FOR AXE

Introduce AXE Body Spray to trend-setting 18-24 year old males in select markets.

Leverage Nightlife and Promotions in a cool, sexy, fun way to showcase brand
identity

To help men in attracting the fairer sex better than ever!

To study the factors influencing buying behavior of a deodorant.

MARKETING RESEARCH
Market research means systematically gathering, recording and analysing market data.
Primary research involves going 'into the field' (e.g. house-to-house or street surveys).
Secondary research involves using existing sources of information to research the market
such as published reports or articles, or searching the Internet.
There are two main approaches to 'primary' market research:

Quantitative research: Collecting information from a broad population sample e.g. by

conducting extensive surveys, when axe wants to take wide population in this case youngster
of 23 to 30 years.

Qualitative research: Working with small 'focus' groups. This involves far more detailed
investigations, e.g. gathering a small group of 'typical' consumers i.e. kids and parents to taste
test products or to talk about their preferences and experiences of using different products.
Qualitative research, whilst not representative of the views of the general population,
provides greater insight into 'why' people think what they think.

AXEs research process should have five stages:

1. Identify opportunity

Does it fit into an existing or new product category?

Who can be the target consumers?

Method: survey research.
2. Explore solution

What is the best solution?

A new product?

A product extension?

A new packaging concept?

A new design?
Method: Qualitative research using focus groups and in-depth interviews one-to-one.
3. Measure suitability/effectiveness
Evaluate the relative appeal of alternative solutions in terms of meeting consumer
requirements.
Method: Quantitative research through face-to-face, internet interviews
4. Test Market
As it is very expensive for a company to launch a new product, before going for a full market
launch it often pays to try out new product ideas in a 'test' market. This may be launching the
product in just one region of India, with just one retailer or conducting a 'Simulated Test
Market'.
Method: Quantitative research from participants in a test sample of consumers who
physically live with the test product for a period of days. There are three stages:
1. Concept research - to determine whether consumers like the 'concept' of the new product
2. Product attributes - to determine whether the actual 'product' offering matches the 'concept'
3. Volume assessment - to determine whether consumers will actually buy the new product
and what, if any, existing products it will replace.
5. Track market performance
This involves tracking the product's success once it has been launched e.g. by recording sales
figures, numbers of people familiar with the product, etc.
Method: Quantified continuous rolling study with consumers and/or analysis of Electronic
Point of Sale data (sales information gathered via retailers' tills).

Develop products for girls as they are not having more products for girls and with a new
name which can suit girls product like SHOW which will be only for girls and ladies and
this is the untapped market for the axe brand.

RECOMMENDATIONS
1.
2.
3.
4.
5.

Setting up a production plant in India to reduce costs and improve distribution.

Entry into the perfume industry under the same name.
Address both the genders. Release a deodorant for women.
Company should use the long lasting mild fragrance for capturing the market.
For brand recognition company should use an unique fragrance continuously

for years.
6. Company should go for advertisement not only for attracting the customer but
also for retaining the customer.
7. As there are lots of companies producing deos and most of the customers are
switching and not brand loyal in addition they should keep Advertising in big
retail shops to attract more customers.
8. Entry into the soap entry under the same brand name to compete with Cinthol
in the soap for men segment.
9. Axe deodorant should come up with a break open seal to avoid duplication and
refilling.

CONCLUSION

Axe is a very good brand and known to all.

People like the innovative and attractive advertisements of axe deo.

People are not bothered about the price or brands. They go for fragrance motivated by the ads.

Brand positioning of axe deo is that it can attract the opposite sex.

Main problem is that people are not brand loyal they go and try all the variants and purchase
that which suits them better.