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CHAPTER NO.

1: EXECUTIVE SUMMARY

The main purpose of doing this project was to know the impact of advertisement of AXE deodorant on the youth of western Mumbai. This helps to know in detail about the effectiveness of the advertisement of AXE deodorant. This project tries to give a basic idea of brand image of AXE deodorant amongst youth and gives the idea that on what basis the youth is getting attracted to buy AXE deodorant.

The Company has over 16,000 employees and has an annual turnover of around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 44 billion in 2011. Unilever has about 52% shareholding in HUL.

Axe markets itself as the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. This has a lot of subliminal implications. The brand assumes that Men like to be seduced. That feeling of being seduced gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect. Along with these, the brand also ensured that customers are constantly engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and Phenomenon. In the recent years, it has launched call me campaign.
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Axe is the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25. Internationally this brand targets male aged 15-25. We personally feel that it targets all 'Young at heart" naughty guys. The brand has its brand values of Cool, Fashionable and Stylish and world over, the brand sticks to its core values. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are high on Confidence and always for the Axe users, Girls Makes the First Move. We think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. All its campaigns revolve round this central theme of Seduction where Girl makes the first move.

AXE has a unique value proposition in the market. It enjoys the position of the market leader as well. The AXE Effect portrays AXE deodorants as not just a product to be used to smell good but it actually is a feeling to be experienced. AXE has campaigns that are frequently talked about and keep their consumers engaged like the Call Me and Click campaigns. AXE has always associated itself with adventure and thus attracting its primary audience. AXE is now also venturing new areas other than the urban cities in search of its secondary audience and it has received a warm welcome their too.

CHAPTER NO.2: OBJECTIVES OF THE STUDY

To study the impact of advertising of the brand AXE. To study the customer preference of different brands in deodorants category. To measure the response of customers towards those advertisements. To know the consumer perception and brand awareness about the brand Axe. To change the customer attitude towards AXE through its marketing strategy.

CHAPTER NO.3: LIMITATIONS OF THE STUDY

People may have personal bias towards particular option so they may not give correct information and due to which conclusion may be derived. The lack of information sources for the analysis part. Though I tried to collect some primary data but they were too inadequate for the purposes of the study. Time and money are critical factors limiting this study. The data provided by the prospects may not be 100% correct as they too have their limitations.

CHAPTER NO.4: COMPANY PROFILE 4.1:- Hindustan Unilever Limited (HUL)

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians.

HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit.

The Company has over 16,000 employees and has an annual turnover of around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 44 billion in 2011. Unilever has about 52% shareholding in HUL.

BRANDS OF HINDUSTAN UNILEVER LIMITED (HUL)

Food Brands:HUL is one of Indias leading food companies. There passion is for understanding what people want and need from their food and what they love about it makes their brands a popular choice. Broke Bond 3 Roses Annapurna Red Label Broke Bond Taaza Broke Bond Taj Mahal Bru Kissan Knorr Kwality Walls

Home care brands:-

HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India. Active Wheel Cif Comfort Domex

Rin Sunlight Surf Excel

Personal care brands:-

Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognized and love by consumers across India. They help consumers to look good and feel good and in turn get more out of life. Aviance Axe LEVER Ayush Therapy Breeze Clear Clinic Plus Closeup Dove Fair & Lovely Hamam Lakme Lifebuoy

MARKET LEADING BRANDS OF HUL HLLs brands have become household names. The companys strategy is to concentrate its resources on 30 national power brands, and 10 other brands which are strong in certain regions. The top five brands together account for sales of over Rs.3000 crores. Each of these mega brands has a potential scale of Rs.1000 crores in the foreseeable future.

Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam, Breeze, Dove, (all soaps) surf excel, surf, Rin, Wheel (the number one detergent brand in India, and HLL's largest), 501, Sunlight (all detergents). HLL also markets the Vim and Domex range of Home Care Products. In the Personal Products business, HLL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos; the company markets Nihar oil. In Oral Care, the portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes. In Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest selling Skin Care Product in India; a brand developed in India, it is now exported to over 30 countries. It has been extended as an Ayurvedic cream, an under-eye cream, a soap and a talc, in line with the strategy to take brands across relevant categories. The other major Skin Care Franchises are Ponds, Vaseline, Lakme and Pears. In Colour Cosmetics, HLL markets the Lakme and Elle-18 ranges. In Deodorants, the key brands are Rexona, Axe, Denim and Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline and Lifebuoy. Axe and Denim are HLLs franchises for Mens toiletries.

HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care Products. Health Care is among the new businesses HLL has chosen to enter. The product range comprises Cough Naashak Syrup, Headache Naashak Roll-on,
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Dandruff Naashak Shampoo, Hair Rakshak Oil and Body Rakshak Soap. The purity of the Ayurvedic ingredients in Lever Ayush is endorsed by the renowned Arya Vaidya Pharmacy (AVP) of Coimbatore.

4.2:- AXE DEODORANT The Axe deodorant was first launched in the year 1983. It has been there in the market for the last 26 years and is currently the best-selling brand of Unilever. It has earned an iconic status in most of the markets it has entered. The story is no different for India. Axe deodorant was launched in India during 1999. It was launched as a high price product and initially the promotion was kept low. Axe at that time was the leading men's deodorant brand in Europe and was popular in India in the Grey market. 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 a male deodorant brand. At the beginning the product promotion was not fine tuned according to the Indian market and the same advertisements that ran in Europe were used for the Indian audience as well. Later the promotion was adapted according to the Indian sensibilities. Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this star performer. Axe markets itself as the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. This has a lot of subliminal implications. The brand assumes that Men like to be seduced. That feeling of being seduced gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect. Along with these, the brand also ensured that customers are constantly engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch

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of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and Phenomenon. In the recent years, it has launched call me campaign. Axe is one of the rare brands that have embraced new media to the maximum extent. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. Also to promote its chocolate variant, it declared November as the month of chocolate. Yahoo web page was used extensively to promote this campaign. Axe success in India is primarily based on its captivating communications strategy. It uses a wide range of media to engage with the consumers. Its success is very much evident from the fact that it is gaining acceptance in non-urban areas as well. Key facts

Number 1 male deodorant brand in India. Available in over 60 countries first. Excellent track record of advertising awards, including 10 Cannes Lions Established leaders in Europe and Latin America Developing strong positions in new markets, especially in the US and Latin America

Sold as Lynx in the UK, Ireland and Australia.

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THE GOOD

Axe is incredibly convenient to say the least. The newest version of the bottle of Axe features a twist top. The new top manages to eliminate any "accidental spraying", the only major complaint I'd ever had about Axe. Because of this new feature, the bottle can be easily thrown, without care, into a gym bag to offer the best fragrance option for those who are active. Personally, I did not bring cologne to the gym for fear of breaking the bottle. The metal of the Axe bottle prevents this problem as well.

The multiple fragrances of Axe are a major selling point. The smell that each scent of Axe presents is strong but not over powering, and offers a great alternative to cologne. Each scent is unique, making it easy to have multiple favorites. Many compliments I've received fall into the "what are you wearing?" category; any four and a half dollar bottle that causes similar reactions to cologne is impressive. I can thank the smell of "Essence" for saving me the 50-60 dollars that I would usually spend on cologne.

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THE NOT SO GOOD

The only complaint I have with Axe Deodorant Body spray centers around its actual deodorant properties. While the spray deodorant is useful for a day full of relaxation, I've found that it's odour eliminating properties struggle with anything more than simple daily activities (exercise, warm/hot/humid days). The smell of the product still lingers, but body odours come into the mix when Axe is the only deodorant used to produce an uneasy aroma. Axe does offer stick deodorant, however, and I have found that using a mix of both products offers constant body odour protection without overbearing the senses. Lets face it, not every guy can afford grooming products that cost $20 for a single bar of soap. Hell, thats six months worth of Irish Spring and frankly some guys prefer saving the cash for other gear. We understand. That doesnt mean walking into the store necessary means you have to sell yourself short. AXEs revamped vice lineup: Revitalizing Shower Gel, Deodorant Body spray and Invisible Solid Antiperspirant are returned to give you a better, longer-lasting scent combined with effective protection. The mad scientists at AXE even brought in renowned expert Ann Gottlieb to do just that. Better yet, the prices are street-wise and no guy can deny the benefits of that.

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THE LIFE CYCLE OF AXE DEODORANT

The product life cycle (PLC) is the course of a products sales and profits during its lifetime segregated into product development, introduction, growth, maturity and decline.

Every Axe/Lynx product is accustomed to the first four stages of the PLC. However, as soon as the decline stage is reached and a declination of profits observed, a reiteration process is commenced with the introduction of a new product under the brand name. The maturity and decline phases are judged based on customer perception of brand equity in over 40 countries worldwide.

The product life cycle of the past to the recent present, tied in with perceptual brand equity factors, and subsequent line extensions are as follows: In 1983 AXE Amber, AXE Spice. In 1985 AXE Amber, AXE Spice, AXE Musk introduced into the United Kingdom. In 1987 AXE Orient. In 1989 AXE Marine. In 1995 AXE Africa. In 1998 AXE Apollo. In 1999 AXE Voodoo. In 2000 AXE Phoenix. In 2001 AXE Gravity. In 2002 AXE Apollo, AXE Kilo, AXE Orion, AXE Phoenix, AXE Tsunami, AXE Voodoo introduced into the United States.

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In 2003 AXE Pulse, AXE Essence. In 2004 AXE Touch. In 2005 AXE Unlimited. In 2006 AXE Click. In 2007 AXE Vice. In 2008AXE Dark Temptation AXE Sharp. Are the some line extension variants which AXE had already introduced and now also preparing to launch some latest AXE deodorant variants in the upcoming year.

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HISTORY

Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.

Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.

The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Axe brand such as South Africa's Ego brand and they are also working on the varieties of fragrances. On the US Market, there are currently thirteen fragrances available in the Axe deodorant line. Apollo Essence Kilo Orion Phoenix Ready (limited edition) Recovery (limited edition) Relapse (limited edition) Touch Tsunami Unlimited Voodoo Willing (limited edition)

Internationally, a number of additional fragrances are available which has played a key part in the success of the brand by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine, and Oriental.
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From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix. See an interview of Ann Gottlieb, in which she speaks about Axe fragrance development:

In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The brand has also extended into other areas such as shower gels, aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Barbershop and razors.

Most scent names usually have a shower gel to companion them and sometimes an antiperspirant/deodorant stick.

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CHAPTER NO.5: RESEARCH METHODOLOGY

Scope of research The research is undertaken to study the impact of advertisement of AXE deodorant on youth so that we come to know on what basis people choose their deodorant brand. With this report we will also be able to know the various strategies which are undertaken by company to make their company known among the people. Research design:
Descriptive Research: Involves gathering data that describe events and then organizes, tabulates, depicts,

and describes the data. Uses description as a tool to organize data into patterns that emerge during analysis. Often uses visual aids such as graphs and charts to aid the reader.

Description Research takes a what is approach: Refers to the nature of the research question. The way that data will be analyzed for the topic that will be researched.

Three methods of data collection under descriptive research they are: Surveys Interviews Observation

The methods used for this research would be mainly doing survey with the help of questionnaire and taking informal interview of people while doing survey of people. 18

Sources of Data: Primary and secondary data is used for conducting this research. Primary Research Primary data is collected by conducting a survey among the investors. Secondary Research Secondary data is collected from books and from internet. Sampling Design Process Target Sample Target sample are the common youth of western Mumbai. Sample Size: 50 As the study is conducted to know the impact of advertisement of AXE deodorant only on the youth of western Mumbai, hence fifty respondents are selected to conduct this study.

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CHAPTER NO.6: REVIEW OF LITERATURE 6.1 ABOUT DEODORANTS Antiperspirant/deodorants are used to reduce underarm wetness and control body odour. These products are made by blending active ingredients with waxes, oils, and silicones and molding the mixture into stick form. Body odour is primarily generated in the area under the arms where there is a high concentration of sweat glands. While sweat from these glands is initially odourless, it contains natural oils, called lipids that provide a growth medium for bacteria living on the skin. These bacteria interact with the lipids, converting them into compounds that have a characteristic sweaty odour. Isovaleric acid, for example, is one chemical compound that gives sweat its smell. There are two primary types of products used to control body odour. The first, deodorants, reduce body odour by killing the odour-causing bacteria. These products do not affect the amount of perspiration the body produces. Antiperspirants, on the other hand, inhibit the activity of sweat glands so less moisture is produced. In addition to avoiding unpleasant wetness, these products also decrease odour because there is less sweat for the bacteria to act upon. While deodorants are considered to be cosmetic products because they only control odour, antiperspirants are actually drugs because they affect the physiology of the body. Although the exact mechanism of this physiological interaction is not fully understood, theory has it that antiperspirant salts form temporary plugs in some of the sweat gland openings so that moisture is not secreted. While this moisture reduction is not severe enough to interfere with normal body metabolism, it does noticeably lessen underarm wetness.

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6.2 EVOLUTION OF DEODORANTS Products to control body odour and wetness have been used for centuries. Before bathing became common place, people used heavy colognes to mask body odour. In the late nineteenth century, chemists developed products that were able to prevent the formation of these odours. Early antiperspirants were pastes that were applied to the underarm area; the first such product to be trademarked in the United States was Mum in 1888. It was a waxy cream that was difficult to apply and extremely messy. A few years later, ever dry, the first antiperspirant to use aluminum chloride was developed. Within 15 years, a variety of products were marketed in a number of different forms including creams, solids, pads, dabbers, roll-ons, and powders. In the late 1950s, manufacturers began using aerosol technology to dispense personal care products such as perfumes and shaving creams. In the early 1960s, Gillette introduced Right Guard, the first aerosol antiperspirant. Aerosols became a popular way to dispense antiperspirants because they allowed the user to apply without having to touch the underarm area. By 1967, half the antiperspirants sold in the United States were in aerosol form, and by the early 1970s, they accounted for 82% of all sales. However, later that decade two technical issues arose which greatly impacted the popularity of these products. First, in 1977, the Food and Drug Administration (FDA) banned the primary active ingredient used in aerosols, aluminum zirconium complexes, due to concerns about long term inhalation safety. (This ingredient remains safe for use in stick form.) Next, the Environmental Protection Agency (EPA) strictly limited the use of chlorofluorocarbon (CFC) propellants used in aerosols due

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to growing concerns that these gases may contribute to the depletion of the ozone layer. CFCs were preferred as propellants for antiperspirants because they gave a soft dry spray. Although the industry reformulated their products to be safe and efficacious, it was too late. Consumers had lost confidence in aerosol antiperspirants. By 1977, sales of the reformulated versions dropped to only 50% of the market, and by 1982, they dipped below 32%. While some brands still offer antiperspirants in aerosol form, today these account for a very small percentage of the total market.

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6.3 MAJOR BRANDS IN DEODORANT INDUSTRY

Although new players entered cosmetics and toiletries, and existing players added to their offerings, Hindustan Lever Ltd remained well ahead of the competition. In a highly-fragmented market, Hindustan Lever Ltd was the only player to hold a double-digit value share in 2006, with Colgate-Palmolive India Ltd a distant second. Hindustan Lever Ltd success was on account of its breadth of presence across various cosmetics and toiletries products, coupled with the best distribution system nationally and continued investment in product promotion. Domestic companies also looked at the buyout of brands and companies as a means of improving value growth, with players like Dabur India Ltd, Godrej Consumer Products Ltd and Marico Ltd all on the prowl for companies and brands that not only add to the top line but also bring in intangible benefits. The leader, Hindustan Lever, with its large portfolio of brands and products, accounted for approximately 41% of total value sales. Each of the other major players had about an 8.5% value share. Newer companies like Cavincare have also managed to garner a reasonable market share. Revlon, J L Morrison, L'Oreal are some of the major multinationals in the industry. The players with a significant presence in deodorant and antiperspirant brands are Hindustan Lever, L'Oreal, YSL, Procter & Gamble, JK Helene Curtis, Baccarose, and Menezes Cosmetics etc. The major products are: Rexona Faa Zatak Nivea

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Gillete series Adidaas Avon Spinz Park avenue Play boy Denim range Charlie These are the major brands which are competing in deodorant market.

Currently, deodorant sales are led by Hindustan Unilever Ltd, with the Axe brand; Paras Pharmaceuticals Ltd, with Set Wet; and McNroe Chemicals Pvt Ltd, with Wild Stone. These three manufacturers held a combined value share of over 49% in 2010. The leading brand is Axe, with 25% of value in 2010, followed by Set Wet and Wild Stone with 10% and 9%, respectively. Axe is a well-established and widely distributed brand, and is heavily supported by advertising across India.

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6.4 MARKET SEGMENTATION OF DEODORANTS Geographic Segmentation The geographic segmentation of deodorants is based on climate as it is a product which is preferred according to the weather. In hot countries, such deodorants are promoted which last long and have a mild fragrance. Demographic Segmentation Age constitutes a major factor in the segmentation of deodorants. Different deodorants are targeted for different age groups like Spinz deodorant has been targeted for the age group of 18-26. Family life cycle based segmentation means whether it is targeted for married people, teenagers or young. Gender based segmentation is the most important in deodorants as the needs of males and females in this concern are varied. Females like refreshing, mild and sweet fragrances while males go for strong ones. Income based segmentation is done where employed people spend more on their grooming and hence constitute a good market for deodorants, unlike those who fall in the lower income group and are satisfied with any cheap deodorant. Psychographic Segmentation Lifestyle constitutes the basis of psychographic segmentation where different lifestyles demand different varieties. Behavioral Segmentation Deodorants are used regularly as well as occasionally. Hence there are different choices for different occasions and uses. Usage rate also counts here as some people are staunch users of deodorants and apply it more than thrice in the same day while some apply it just for freshness.

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6.5 TRENDS IN DEODORANTS The above pie chart depicts how concerned are people about the smell of their sweat as it affects the overall deodorant industry. The above figure shows the growth rate of fragrances as compared to hair care, skin care and other cosmetics. The sachet strategy is being employed in the nascent deodorant market. HLL has priced the 5g Rexona deo-stick at just Rs 5.50 _ the lowest for such a product in the world. This strategy is also aimed at hooking the consumer with small packs and then getting them to buy the brand. The deodorant companies feel a huge consumer market can be opened up by this strategy. The problem with the deodorant market was that people hesitated to accept body odour as a problem. And even if it was, they preferred talcum powder to deo. More important, pricing of deodorants was a major deterrent. A sampling exercise was done to change these perceptions and outreach the consumer. But unlike the shampoo segment, where a sachet user remains that, the marketing of mini deos is not seen as a long-term strategy. However, the Chennai-based CavinKare has introduced single-use sachets for its Spinz Singiez perfumes in two fragrances priced at 1.50 each. The perfume market is estimated to be about Rs. 70 crores, but the market penetration is only 1 per cent. Given t he universal appeal of perfumes, the market can expand significantly if perfumes can break the price barrier and brought within the reach of the middle-class, which itself is very large, as NCAER studies show. Procter & Gamble is expanding its Secret female deodorant brand with the launch of a new product that is said to be clinically proven to provide prescription

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strength protection against wetness. The product has been developed using a patented triple-action technology that provides three layer protection to fight wetness, odour and provide skin soothing conditioners. On top of its unique formulation, it has also been developed for application at night, when P&G says that the body is most receptive to forming a strong barrier against perspiration. P&G has developed the new extra-strength deodorant on the back of statistics, claiming that 23 per cent of women currently classify themselves as 'heavy sweaters'. The New Secret Clinical Strength Anti-Perspirants/Deodorant will be launched in the US in March, in an Advanced Solid Scents: Light and Fresh and Powder Protection. Growing number of women in white-collar jobs and their growing taste for sophistication has propelled India to become one of the fastest growing markets for cosmetics and toiletries in the world. Indian women entering the workforce are placing greater emphasis on personal appearance and spending more to look their best, the study released today by global consulting and research firm Kline and Company said. Cosmetics and toiletries sales in India grew by 12.6 per cent in 2006, and companies see a tremendous potential in this budding market, it added. To garner a significant share of this growing segment, companies are now coming up with innovative products and revamped pricing strategies. The consumers are also moving away from traditional talcum powder toward more modern deodorants and anti- perspirants.

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6.6 AXE TARGET CONSUMER AUDIENCE

Axe is the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25. Internationally this brand targets male aged 15-25. We personally feel that it targets all 'Young at heart" naughty guys. The brand has its brand values of Cool, Fashionable and Stylish and world over, the brand sticks to its core values. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are high on Confidence and always for the Axe users, Girls Makes the First Move. We think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. All its campaigns revolve round this central theme of Seduction where Girl makes the first move.

The brand assumes that Men want (Likes) to be seduced. That feeling (of being seduced) gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect.

Body spray and body wash brands like Axe, Tag, Swagger, and Magnetic Attraction are hot commodities for young males. The problem is the males are much younger than the brands' target audience sometimes as young as 10 years old.

Axe has positioned itself as a male brand having brand value like cool, fashionable and stylish and targets mostly youngsters ranging between 18-24 years old.

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6.7 COMMUNICATION TOOLS AXE used the following five communication tools for its promotion: Advertising Advertising can be explained as a paid form of non-personal presentation and promotion of goods. This is the tool primarily used by AXE as a mode of communication. In all its TV commercials, print ads and billboards, AXE has tried to attract people with its humor as shown in the ad below.

The ad shows that if you use Axe then there will be seven Snow Whites instead of Seven Dwarfs, and all of the snow whites will be attracted to you. If a person is very thorough with a thing then they can say that the ad is depicting women as it shows women being completely overwhelmed by nothing more than just a deodorant.

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Interactive Marketing Interactive marketing includes various activities and programs designed to engage customers and directly or indirectly raise awareness. The company has a dedicated website known as http://theAxeeffect.com for promotion of existing AXE product line as well as introduction of the new products. Advertisements of AXE are visible all over the web in relevant web sites and the existing and prospective consumers can also communicate with the company in an informal manner through their official communities in various social networking sites like Face book and Orkut. AXE also introduced various campaigns like Call Me, AXE Land, AXE feather for an increased customer engagement. Events and Experiences Company sponsored activities and programs designed to create daily or special brand related interaction come under this category. AXE organizes upbeat events for its new product launches and it follows this strategy worldwide. Last year AXE successfully launched five variants of New AXE Score, Dimension, Pulse, Touch, and vice, featured by an intriguing attraction wrapped up in a creative settings at Bunderan HI, Jakarta. Apart from its own product launches, Axe has sponsored a wide range of other events like youth festivals, music shows where it can have an opportunity to interact with its target audience as well as collect data for its market surveys. AXE has targeted its products for males aged 16 to 25; hence it has always projected its ads as if fulfilling some wild experiences which its target audience demand and thus gaining their attention.

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Publicity

Getting the girl has never been easier, thanks to the AXE effect. AXE has always promoted this idea and is evident in all of its advertisements and publicity stunts. Axe has the right storytelling element and the video reinforces the brand's provocative and contrarian personality, without constraints from TV and radio censors. AXE new products are always awaited among its supporters and the company has always used tactful strategies for successful launches. Press releases by the company have always enjoyed a huge audience base and rarely disappointed them on technicalities. It has always projected its products as cool, fashionable and stylish, these being the attributes customers want from a product like deodorants. Word of Mouth Marketing A good product also requires a good promotion strategy. AXE ad campaigns have always been the talk of the town. The humor in the ads travels from person to person and thus creating a positive vibe throughout its existing and prospective customers. Through its ads AXE has always tried to capitalize on the hidden fantasies people have and bringing them up as a subject of discussion.

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6.8 PACKAGING Packaging involves designing and producing the container or wrapper for a product. Growing Use of packaging as a marketing tool is now evident because of the following reasons Self service Consumer affluence: consumers are now willing to pay a little more for convenience, appearance and prestige of better packages. Company & Brand Image: Instant Recognition Innovation Opportunity

AXE keeps on innovating its packaging designs. The AXE deodorant bottles communicate a great sense of style, uniqueness and an up market feel which attracts its target audience that is the youth and also catches the eye of other people. Labeling, that is the printed information on the bottles, is also a part of the packaging. AXE chooses different designs for different variants making its presence more evident and stylish.

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6.9 AXE AD AGENCY Axe advertised its products through many companies but the main and the Foremost company which advertised products for Axe is Lowe Lintas.

Founded in 1939 as a part of Hindustan Lever, Lowe Lintas is one of Indias largest and most storied communication groups. Headed by chairman and chief creative officer R. Balakrishnan (balki) and CEO Charles Cadell, Lowe Lintas employs over 650 people across eight divisions and nine cities all over India.

Today, Lowe Lintas India is a wholly owned subsidiary of the Interpublic Group, and one of the star offices in the Lowe Worldwide network. Headquartered out of London, Lowe Worldwide has over 80 offices in 73 countries and a client Roste that includes Unilever, Johnson & Johnson, Nestle, Ericsson, Sharp, Saab and many more.

Lowe Lintas India leads global and regional communication for several Unilever and Johnsons Baby brands. We are a guiding light for Lowe offices in South Asia.

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6.10 AXE PROMOTIONAL AD CAMPAIGNS AXEs Call Me Campaign Did you call 9987333333?

AXE is known for its cheeky, in-your-face campaigns that end up generating buzz, and its new thematic brand campaign, Call Me, is no different. Targeted at the young urban male, the cool and youthful brand is positioned as one that helps guys get ahead in the mating game.

The new campaign, launched in early March showed girls swooning over Axe men and giving them their telephone numbers. Both films end with the girls giving the boys the number 09987333333. Through a series of ads in print, outdoors and television, viewers are being encouraged to call this very same number.

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When you will call on the Axe number, you get to talk to Axe Girl "Tanya" who asks you about "AXE effect". Then you will hear the message like, Hi, My name is Tanya. If I think you have the Axe effect you could win some great prizes like an iPod or, hey, even the latest iPhone., If I say Im cold, would you give me a hug? Yes or no? Press 1 for yes, press 2 for no, if I ask you to take me for a ride on your bike, would you? etc. As part of the Wake Up service, Tanya would also call the person back at the pre-determined time he has set for the next five days. This is the best Campaign to engage the consumer by using Mass Media to drive an on-ground activation exercise. It is not related to the sales of the Product that is why lakhs of consumers are calling on this number. Priya Nair, general manager, deodorants, HUL says that the company was targeting 10 lakh calls in three months but within a month of the campaign breaking they have received 27 lakh calls, 5 lakh wake-up alarm requests and 30,500 Hey Axe man ringtones have also been downloaded. She says that most customers were pleasantly surprised to find Tanya on the other side. To give further momentum to the idea, the print campaign had ads creating hype about a condition called numberitis affecting women, which was a condition affecting women characterized by an uncontrollable urge to give away ones mobile number to great smelling men.

Axe campaigns have always been very integrated and are not linked to sales directly as the customer doesnt have to buy a product to participate in a contest. It has always been a fun interaction between the brand and the consumer. So this time also customers were not hesitant to call in.

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With the 300 million plus mobile subscriber base in India, the mobile engagement model allows a scalable and personalized engagement activity. Axe has smartly leveraged this opportunity, allowing for a fun interaction between brand and buyer. Interestingly, Axe has also done an on-ground activation in the form of postcard branding where it has tied-up with Lee stores in Delhi NCR, Mumbai, Bangalore and Kolkata. When someone ideally a guy tries on a pair of jeans or a shirt in the store, he will find a Polaroid picture in his pocket of a beautiful girl with her phone number, or a visiting card with the number and the message Call me. The activity was done in 24 stores in where approximately 1300 Polaroids and 500 visiting cards were placed per store. The cards ensure guaranteed interaction with a focused target audience as the cards are placed in youth hang outs and cards and thus the brand message are being picked up voluntarily.

AXE CLICK CAMPAIGN The Axe undertook the click campaign in 2006 to promote its new fragrance CLICK. It was a pan-global campaign which was mainly targeted at young males. Their main objective was to start a social phenomenon called Clicking. The device used in this campaign was a clicker which was basically used for counting. It was distributed to the Axe users around the world to keep a count of the girls they get along with. This campaign was well supported by the Axe websites. It proved to be a virtual world where guys could gather and share the information regarding clicking. This campaign was implemented in two phases. In the first phase a small teaser site with the name of www.clickmore.com was launched. Its main aim was to generate

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excitement around this Campaign and encourage males to use clickers. In the second phase full site was launched with additional features of an interactive game and downloads. In order to encourage competition among the users, each week top 'clickers' for each country have their name displayed on the weekly leader board. The top clicker of the week wins a prize and is also recognized in the hall of fame. This campaign also used television as a medium to interact with the consumers. The TV commercials featured Hollywood actor Ben Affleck as he was well suited to the role of an ordinary man getting female attention. This campaign turned out to be huge success with its website registering 2 million visitors. Moreover, this successful campaign was used as a central theme in newer markets like India, Thailand, The Philippines and Puerto Rico. The Click campaign is an apt example of successful interactive marketing which directly engaged its consumers with the brand although in a virtual world of internet.. The campaign is also a good example of 360 degree marketing as TV commercials and events also supported this campaign along with the usual tools of interactive marketing.

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6.11 4PS OF AXE

1. Product

Axe body spray can features a distinctive black metallic exterior and an associative logo representative of its label. Ergonomics have been perfected on the product level to a point where aerosol leakage has become virtually impossible. The Axe brand name is designed around a logo that utilizes custom designed typography to give it a distinctive and recognizable look its black exterior, complimenting packaging and striking short, block lettering exemplified thereon setting it apart from the generic competitor. Augmentation of the product line allows customers to interact with its various promotional campaigns through a plethora of web sites scattered with images of attractive females all in favor of complying with the needs of its target market. There are also telephone hotlines available to assist customers with information about competitions and the more intricate product details. Following are the 4Ps of AXE

2. Promotion

Mass communication can be utilized through the use of free-to-air television, radio, newspapers and magazines, as well as other methods like cinema and outdoor advertising. All its campaigns revolve round the central theme of Seduction where Girl makes the first move. It has, absolutely, subliminal implications. The brand assumes that Men want to be seduced. That feeling gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect. In most of the Axe ads only very ordinary skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable. If Axe had

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used a Hunk, the promotions couldnt have been so effective. The brand has started its Internet based marketing initiative with Axe Land, which involved a virtual trip to the Axe world. Globally also this brand has lot of online initiatives which are almost always naughty.

3. Price

The product solves an immediate problem. Cologne is too expensive for most Gen Y men and body spray does the job at a price they can afford. This is its fundamental feature. 2.69 developing the pricing strategy requires an intimate look at the product strategy. If the product is deemed an innovation on the grounds of addressing a previously untargeted market like a sub-culture or youth segment the most profitable strategy for the Axe brand would be a market-penetration tactic. Market-penetration aims to set a comparatively low price for a new product in order to attract a large number of buyers and enhance a current market share.

4. Place

The process of efficiently and effectively making and getting products and services to end-users requires a marketing logistics network. Essentially, the physical distribution of the proposed products should propagate through a series of intermediaries as a fast moving consumer good typically purchased by consumers weekly. Everywhere the product available to purchase is developed a in-store communication through educating retailer staff to be aware of competitions and promotion campaigns for Axe products, as well as providing special promotional information about products and potentially, increase sales. Places where we can find the product to purchase it.

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6.12 CASE STUDY THE CLIENT:-

AXE, a Unilever brand, was introduced in 2003 as a deodorant body spray that helps keep guys smelling great. Its a deodorant with a seductive fragrance that is meant to be used every day, not just on special occasions. Unlike a standard deodorant (the one your dad used), its for the whole upper body and comes in many great fragrances. THE CHALLENGE:AXE aimed to reach the increasingly elusive 18-24 year old male market to position AXE as a new lifestyle product that would increase their luck with the ladies. The AXE promotion was designed around a series of amateur films consisting of two young men, Evan and Gareth, touring America and writing the book on getting the girl. AXE needed to drive a significant number of Evan & Gareth videos to the target male audience. THE SOLUTION:Xfire created an integrated, high impact marketing program promoting the Evan and Gareth video, as well as the overall AXE brand. The videos were distributed through Xfires Cool Movies Channel and publicized through File of the Week and Xfire Insider newsletter premium placements. Agency-created Flash units drove traffic to the official Evan and Gareth site. THE RESULTS:AXE, the worlds top grooming brand for guys, is always looking for new and innovative ways to reach 18-24 year old guys, said Kevin George, marketing director, anti-perspirants and deodorants, Unilever. Our award-winning marketing is a direct result of our decision to work with brands like Xfire which has also demonstrated great success in the market.
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According to AXE, Xfire drove a significantly higher number of downloads than the other channels that were also contracted to host the videos. 51% of the Xfire audience stated their intention to purchase an Axe product. A key metric: When asked, Do you think Axe will help you get the girl? 38.7% of Xfire users were certain it would.

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CHAPTER NO.7: DATA ANALYSIS

7.1 SWOT ANALYSIS Strengths AXE has a unique value proposition in the market. It enjoys the position of the market leader as well. The AXE Effect portrays AXE deodorants as not just a product to be used to smell good but it actually is a feeling to be experienced. AXE has campaigns that are frequently talked about and keep their consumers engaged like the Call Me and Click campaigns. AXE has always associated itself with adventure and thus attracting its primary audience. AXE is now also venturing new areas other than the urban cities in search of its secondary audience and it has received a warm welcome their too. Weakness AXE has always targeted the young males from the age group of 16 to 30 and that is very limited looking at the macro view. Even the new products from the AXE stable like the hair gels and other creams target the same segment. Hence its promotion campaigns though loved by a large number of people; the product caters only to a few. Even its adventurous style of advertising is gaining the brand some negative publicity, especially in a traditional country like India. Opportunities AXE can find an all new market segment to cater by introducing products for women, fairer sex being more involved in beauty related products. It can enlarge its customer base by giving products for other age groups also.

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Threats AXE faces threats from products like SetWet Zatak which try to follow AXE in its promotion strategy. AXE also sees competition from imported products that spend less on advertising campaigns but have an increasing market share on account of change that customer demands.

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7.2 DATA ANALYSIS AND INTERPRETATION

1) Do you use deodorants?

Options Yes no

No of people 50 0

Usage of deodorant
0%

Yes No 100%

Fig. 1 Interpretation:The above given diagram indicates that maximum number of the respondents use deodorants.

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2) In case of deodorants which brand do you like to prefer?

Options Axe Wildstone Zatak other

No. of peoples 29 6 5 10

Preference of deodorant brand

20% 10% 58% 12% AXE Wildstone Zatak Other

Fig. 2 Interpretation:From the above diagram we can interpret that majority of youth (approx 60%) prefer AXE deodorant as an antiperspirant rather than Wildstone, Zatak and other deodorants.

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3) What induces you to buy any deodorants? Options Price Brand name Fragrance Advertisement No. of peoples 3 15 21 11

Factors influencing the purchase


22% 6% 30% Price Brand name 42% Fragrance Advertisement

Fig. 3 Interpretation:From the above given diagram we can interpret that, maximum number of respondents (approx 40%) chooses deodorants on the basis of fragrance and 30% approx of respondents chose on the basis of brand name popularity and on the other side 22% approx respondents go with advertisements.

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4) Have you seen advertisements of AXE deodorant? Options Yes No. of peoples 48

No

Familiarity with the advertisements of AXE deodorant


4%

Yes 96% No

Fig. 4 Interpretation:As per the above diagram we can conclude that majority of respondents are familiar with the advertisements of AXE deodorants.

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5) Do you get attracted towards those advertisements?

Options Yes No

No. of peoples 26 24

Attractiveness towards the advertisement of AXE deodorant

48% 52% Yes No

Fig. 5 Interpretation:According to the above analysis we reached to the conclusion that half of the respondents get attracted towards the advertisements of AXE deodorants.

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6) Do you switch your deodorant brand often?

Options Yes No

No. of peoples 23 27

Switching of a brand

46% 54% Yes No

Fig. 6 Interpretation:As from the above given pie chart we can interpret that approx 60% of respondents are brand loyal and they only prefer single brand but approx 46% of respondents doesnt believe in switching of a brand.

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7) How do you come to know about AXE deodorant? Options Advertisement Peers group Friends No. of peoples 42 2 6

Awareness of AXE deodorant


4% 12% Advertisement Peers group 84% Friends

Fig. 7 Interpretation:From the above diagram we reached to the conclusion that maximum number of respondents (approx 80%) of respondents comes to know about AXE deodorant through advertisements.

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8) If your most preferable brand is not available at the place then which brand would you like to prefer? Options Axe Zatak Wildstone other No. of peoples 13 20 8 9

Preference of a deodorant brand in case of non-availability


18% 16% 26% AXE Zatak Wildstone 40% Other

Fig. 8 Interpretation:From the above diagram we can interpret that majority of respondent (approx 40%) would like to prefer Zatak deodorant if their most preferable brand is not available at a place and approx 26% of respondents would like to choose AXE deodorant.

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9) Does AXE deodorant is easily available in the market?

Options

No. of peoples

Yes

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No

Availability
2%

Yes No 98%

Fig. 9 Interpretation:From the above given diagram we reached to the conclusion that majority of the respondent easily gets AXE deodorant in the market.

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10) According to you, which factor of AXE deodorant needs to improve?

Options Fragrant Variant advertisement other

No. of peoples 13 11 21 5

Factor for improvement


10% 26% Fragrance 42% 22% Verient Advetisement Other

Fig. 10 Interpretation:The above given chart indicates that the maximum number of respondents (approx 50%) thinks that AXE deodorant should improve its advertisement which can help their sales and they should also bring improvement in fragrant.

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11) Which variant of AXE deodorant do you prefer?

Options Axe Dark temptation Axe Denim Axe chocolate Other

No. of peoples 15 12 21 2

Preference of AXE variants


4% 30% 42% AXE dark temptation AXE denim 24% AXE chocolate Other

Fig. 11 Interpretation:From the above given chart we reached to the conclusion that approx 40% of youth prefer AXE chocolate rather than other variant.

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12) On what basis have you selected a particular variant of AXE deodorant?

Options Advertisement Fragrance Price

No. of peoples 15 32 3

Factors for the preference of a particular variant


6% 30% Advertisement Fragrance 64% Price

Fig. 12 Interpretation:The above diagram interprets that maximum number of respondents (approx 60%) choose the particular variant on the basis of fragrance and approx 30% choose on the basis of advertisement.

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13) Which advertisement is the best from the given deodorant category? Options Axe Zatak Wildstone Other No. of peoples 22 13 14 1

Popularity of advertisement
2% 28%

44%

AXE Zatak Wildstone

26%

Other

Fig. 13 Interpretation:From the above given diagram approx 50% of respondent thinks that the advertisement of AXE deodorant is the best rather than other deodorant brands.

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14) Do you think that Axe should improve its advertisement, so that it will help to boost its sales?

Options Yes No

No. of peoples 38 12

Suggestion for thwe improvement of AXE deodorant advertisements


24% Yes 76% No

Fig. 14 Interpretation:As per the above diagram approx 80% of respondents suggest that AXE should improve its advertisement which would help AXE deodorant to increase their sales.

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7.3 OBSERVATION/FINDINGS This study indicates that maximum number of the respondents use deodorant as an antiperspirant. By the study of this project I found that AXE deodorant company mainly concentrate on the advertisements for their sales and they always come up with the new ideas for the awareness of their brand. From the observations I found that majority of youth (approx 60%) prefer AXE deodorant as an antiperspirant rather than Wildstone, Zatak and other deodorants. This study shows that maximum number of respondents (approx 40%) chooses deodorants on the basis of fragrance and 30% approx of respondents chose on the basis of brand name popularity and on the other side 22% approx respondents go with advertisements As from the observations the majority of respondents are familiar with the advertisements of AXE deodorants According to the analysis done we reached to the findings that half of the respondents get attracted towards the advertisements of AXE deodorants. The findings tells us that approx 60% of respondents are brand loyal and they only prefer single brand but approx 46% of respondents doesnt believe in switching of a brand. The observations of this study tell us that maximum number of respondents (approx 80%) comes to know about AXE deodorant through advertisements.

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From the findings done we can interpret that majority of respondent (approx 40%) would like to prefer Zatak deodorant if their most preferable brand is not available at a place and approx 26% of respondents would like to choose AXE deodorant. From the above given diagram we reached to the conclusion that majority of the respondent easily gets AXE deodorant in the market. Observation shows that maximum number of respondents (approx 60%) choose the particular variant on the basis of fragrance and approx 30% choose on the basis of advertisement According to the findings approx 50% of respondent thinks that the advertisement of AXE deodorant is the best rather than other deodorant brands.

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CHAPTER NO.8: CONCLUSION

In order to understand the psychology of a common youth towards the advertisement, I undertook this study by conducting a questionnaire survey and distributing among the common youth so I came to conclusion that the advertisements of AXE deodorant are doing a strong impact on youth which also influencing them to use it. So with this study I reached to the conclusion that the todays generation wants a new way to move on, for which a company requires innovative things to be done for survival and to come up with new ideas for promoting their product. This study shows that maximum number of respondents chooses deodorants on the basis of fragrance and 30%approx of respondents chose on the basis of brand name popularity and on the other side 22% approx respondents go with advertisements. As according to the study maximum number of peoples is familiar with the advertisement of Axe deodorant and prefers Axe deodorant on the basis of advertisement.

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CHAPTER NO.9: APPENDIX Topic:-To study the impact of the advertisement of AXE deodorant on youth of western Mumbai. Questionnaire Personal Details:Name Age Gender Occupation : ___________________________________________________ : _______ : Male Female

: _____________________________________________________ Up to 1, 00,000 1, 00,000 - 2, 00,000 2, 00,000 - 3, 00,000 Above 3, 00,000

Income Level :

1) Do you use deodorants? Yes No

2) In case of deodorants which brand do you like to prefer? Axe Wild stone Zatak other________

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3) What induces you to buy any deodorants? Price Fragrance brand name Advertisement

4) Have you seen advertisements of AXE deodorant? Yes No

5) Do you get attracted towards those advertisements? Yes No

6) Do you switch your deodorant brand often? Yes No

7) How do you come to know about AXE deodorant? Advertisements Peers group Friends

8) If your most preferable brand is not available at the place then which brand would you like to prefer? AXE other_______ Zatak Wild stone

9) Does AXE deodorant is easily available in the market? Yes No

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10) According to you, which factor of AXE deodorant needs to improve? Fragrance Other_______ Variants Advertisements

11) Which variant of AXE deodorant do you prefer? AXE Dark Temptation AXE Denim AXE Chocolate Other______

12) On what basis have you selected a particular variant of AXE deodorant? Advertisement Fragrance Price

13) Which advertisement is the best from the given deodorant category? Axe Wild stone Zatak Other________

14) Do you think that AXE should improve its advertisement, so that it will help to boost its sales? Yes No

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CHAPTER NO.10: BIBLIOGRAPHY

BOOKS: Kleppners (Advertisement Procedure) Authors: - J.Thomas Russel, W. Ronald Lane. Advertisement And Sales Promotion Authors: - S H H Kazmi, Satish K. Batra. Advertisement And Promotion Authors: - George E. Belch, Michal A. Belch.

WEBSITES: http://www.HUL.co.in. http://www.theAxeeffect.com http://www.unilever.com http://www.cockeyed.com http://www.thefixers.com http://www.menshealth.com

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