Positioning:

Positioning is designing a companys offering and image to occupy a distinctive place in the minds of the
target consumers. A good positioning strategy should clarify the brands essence in the minds of the
consumer. Developing an effective positioning strategy is essential for ensuring a brands recognition
and recall.
Our methodology to formulate an effective positioning strategy for Axe is
Determine competitive frames of reference by identifying competition
Identify PODs and POPs for the brand with respect to each frame of reference
Create a Brand Mantra
Construct Brand Positioning Bulls eye
Build a Differentiation strategy
Determine Value proposition
Positioning statement

Competitive frames of reference & PODs and POPs:
A competitive frame of reference defines which other brands a brand competes with and thereby
understand which brands need to be the focus of competitive analysis. For our analysis, we have
identified 4 different competitive frames of reference taking into the immediate competitors of Axe as
well as other noteworthy players who may potentially influence the Indian deodorant market
1. Premium brands
2. Brands of seduction
3. Value focused brands
4. Sporty brands
5. Perfumes
Premium Brands:
International deodorant brands such as Ferrari, Davidoff, Hugo Boss are high end premium deodorant
brands which target upper class consumers of India. They have high brand equity, high quality and
attributes. On the other hand, the customer base of premium brands is very small and customer
awareness is quite low which is evident from the fact that the market share of premium deodorants in
India is ~2%. They also lag in availability as they are available mostly in premium stores like Lifestyle and
Shoppers Stop.




Brands of Seduction:
Axe is the pioneer in the area of marketing deodorants as weapons of seduction since they started the
phenomenon in 2003. All these brands are supposed to attract women or men, alike depending on the
gender the brand is targeted towards, whether the use is a hunk like Ben Affleck or your average nerdy
Joe. Although Axe has started this naughty marketing, many international brands like Old Spice, Yardley,
Park Avenue and domestic brands such as Engage, Wild Stone, Set Wet, Nivea have now adopted this
strategy and positioned themselves very similar to Axe. Majority of the deodorants in India belong to
this segment. Due to this, there are not many PODs for Axe when compared to its competitors in this
segment. Only POPs can be listed.

Value Focus Brands:
Some of the domestic deodorants such as Nivea, Fogg and Dove which have recently entered the market
have tried to focus on promoting the attributes of their deodorants instead of promoting on the lines of
Product range
Affordable prices
Available
everywhere
Weapon of seduction
Discount offers
Good fragrance
Design and shape
Brand
equity
Points of
Parity
Points of
Difference
Product range
Affordable prices
Available
everywhere
Weapon of seduction
Discount offers
Brand
equity
Good
fragrance
Design and
shape
Points of
Difference
Points of
Parity
sensual appeal so as to break the heavily cluttered deodorant market in India. Fogg promoted itself as a
no-gas brand whereas Nivea focused on its anti-perspirant qualities. Dove also offered additional
benefits such as anti-perspirant and skin whitening characteristics. But on the flip side, as per our
customer survey, some respondents have noted that they did not like the fragrance of these deodorant.
They also lack the brand value associated with Axe and the product range of Axe. Against these brands,
Axe has to leverage its brand equity and also focus on making value for money and other attributes as
its competitive points of parity.

Sporty brands:
Brands such as Nike, Reebok and Adidas operate in a niche segment of deodorants which target
sportspersons and fitness freaks. They are characterized by moderate customer awareness, focus on
anti-perspirant qualities and long lasting freshness. They also have low availability, usually at Gyms,
fitness centers and training centers. Their fragrance is also not for all as their focus is usually on masking
body odour using strong fragrance.

Product range
Brand equity
Good fragrance
Weapon of seduction
Affordable prices
Available
everywhere
Design and shape
Discount offers
Points of
Difference
Points of
Parity
Product range
Available
everywhere
Brand equity
Good fragrance
Weapon of seduction
Affordable prices
Design and shape
Discount offers
Points of
Difference
Points of
Parity
Perfumes:
Some segments in the deodorant market use deodorants only for special occasions such as when one is
going out with friends or going for a party. Perfumes are generally used for this purpose. So perfumes if
marketed properly may encroach upon the deodorant market share of Axe. The advantage Axe has over
perfumes is that deodorants are available everywhere from convenience stores to departmental stores
such as Lifestyle whereas quality perfumes are generally available at high end stores only. Perfumes are
also twice as expensive compared to deodorants. The packaging of Axe is also more masculine than
perfumes which will appeal more to its core target segments, young adults.

In order for Axe to be positioned properly in relation to its competitors, Points of difference (PODs) and
Points of parity (POPs) need to be chosen carefully such that Axe is in a strong competitive position
compared to its competitors in its target segments. Brand perception maps are an effective tool to
achieve this objective. Below is a brand perception map for Axe along with a few of its main
competitors.







Affordable prices
Available
everywhere
Masculine design
Product range
Brand equity
Good fragrance
Points of
Differenc
e
Points
of Parity
Hedonistic Functional
High price
Low price
Axe Fogg
Yardley
Wildstone
Old Spice
Park Avenue
Engage
Nike/Adidas
Nivea
Ferrari




Brand Perception Map for deodorants between Appeal and Price
Brand Mantra:
A brand mantra an articulation of the heart and soul of the brand and conveys the core brand promise.
Brand mantras are typically 3-5 words that capture the essence of the brand and conveys the
positioning of the brand. It ideally communicates the points of difference of the brand in relation to its
competitors and defines the product category and what is unique about the brand. The brand mantra of
Axe can be
Fragrance, confidence, seduction

Brand Bulls eye of Axe:











Consumer Takeaway
Axe gives me the
confidence to be guy
who can attract girls
Consumer
Target
Young Adults in
ages 16 25
Nerds
Desperate
Wannabes
Consumer
Insight
Body odour is a
daily problem
which makes
people
conscious
around
strangers
Consumer Need State
Desire for a deodorant
which provides fragrance
and long lasting freshness
Competitive Product Set
Premium, International
and domestic brands of
deodorants
Perfumes
Values/ Personality/ Character
Executional Properties/ Visual
Identity
Brand
Mantra
Points of Parity
Points of Difference
Substantiators
Affordable
Prices
Available
everywhere
Weapon of
Seduction
Wide Product
Range
Good
fragrance
Confidence and
self-assurance
Masculine
Unconventional
Seductive
The Axe
effect
CFC free
deodorants
>10 product
variants
Fragrance,
confidence,
seduction










Value Proposition:
Value proposition is a set of main benefits offered by the product or the brand. It communicates the
reason why consumers should buy the product or brand.
Seductive deodorant with long lasting fragrance and freshness that gives youngsters the confidence
to socialize with girls
Positioning Statement:
A positioning statement conveys to consumers how exactly the brand is positioned in its market. It is
usually structured as follows
For _____ (Target Market)
Brand _____ is a _____ (Category frame of reference)
That provides ______ (rational/ emotional benefit or promise)
And is effective because ______ (reason for believing that it can deliver the claimed benefit or
promise)
For young adults, Axe is a deodorant that provides them confidence to attract the opposite sex due to
its seductive, wild and long lasting fragrance


Black
cylindrical can
Logo of
Axe
Discount
offers