Axe Deodorants

Company Profile
HUL or Hindustan Unilever Ltd is a subsidiary
of Unilever, one of the world’s leading
suppliers of fast moving consumer goods with
strong local roots in more than 100 countries
across the globe. Its annual sales result is Rs
17,524 Cr by March 2010. Unilever has 52%
shareholding in HUL.
 Product Portfolio for HUL
• Food brands- Kissan, Annapurna, Knorr,
Brooke Bond, Kwality Walls, Lipton, Bru

• Personal care- Axe, Lifebuoy, Breeze, Lux,

Hamam, Pepsodent, Lakme, Sunsilk

• Home care- Active Wheel, Rin, Sunlight, Surf

Excel, Domex, Vim
Category wise contribution
Segment wise sales and gross sales
 AXE
• Cool, iconic, youth brand available in 60
different countries
• Launched in India in 1999
• Largest selling male deodorant in India
• Launching strategy- Slow Skimming that is
High Price Low Promotion
• Product range-
 Axe instinct
 AXE
 Axe dark temptation

 Axe pulse

 Axe denim

 Axe click

 Axe touch

 Axe summer

 Axe dimension
 Competitors for AXE deodorants
• Nike

• Park Avenue

• Adidas

• Set Wet Zatak

• Wild Stone
 Growth potential
• Axe deodorant is targeted at males aged 16-25
• It has positioned itself as cool, fashionable & stylish
• Biggest strength of the brand is the underlying
message or DNA that Axe users are High on
Confidence and for them GIRLS MAKE THE FIRST
MOVE
• The feeling of being seduced gives a big boost of
self confidence to man. Although many brands take
this proposition but Axe just made it perfect
 The FCB Grid
Thinking Feeling

High 1 2
Involvement Informative Affective
The Thinker The Feeler

Low 3 4
Involvement Habit formation Self satisfaction
The Doer The Reactor
Consumer response model stage

Awareness Likeability Action

 Promotions
Source, message, and channel factors for AXE

• Source- media vehicle, postures, promotions,

events
• Message- Unique fragrance “AXE EFFECT”
• Channel factors- both external & internal
channels
 Advertisement
Designing communications
• Key message- The Axe Effect- Get more than
before. The advertisement used by Axe involves
simple messages which is easy to understand
• Humor- highly effective method of
communication
• Fear- fear of social acceptance because of body
odor
Axe Ad Campaigns
 Distribution network
Delivering significant value
During 2009 Unilever launched a single strategy
for the supply chain-1 Unilever supply chain-
putting customer and consumers at the heart of
everything it does. Its principle objectives are
supplying top quality products with world class
service at competitive costs.
 Distribution network
• Unilever supports top-line growth through
speeding up the roll-out of global launches
• Ensures products are constantly on the shelf
• Increases profit by simplifying structure and
reducing waste
• Improves cash flow by reducing stock and
better payment terms
 Distribution network
Axe relies on location and distribution channels.
In India supermarket and hypermarkets have
only 2% market, organized retail has 13.9%
market large part of it is in metro cities so in
metros distribution channel is malls and big
organized stores but in tier 2 & 3 cities
distribution is done through local kirana shops
only.
 Promotion of Axe
Segmentation
Geographic Demographic
Urban Age group 16-28
Semi urban Gender male
Income group middle,
upper
middle
Occupation students,
bachelors

Psychographic Behavioral
Lifestyle outdoor-oriented Occasions regular
Personality fashion oriented Benefits quality economic
User status regular user
Usage rate medium
 Target and position
• Target

 Single segment (male 16-25)

 Young at heart
• Position

 TV ads and campaigns

 Ensures customers are always engaged with new fragrances
 Internet based marketing
 Virtual trip
 Targeting and position
 Adventurous marketing
 Print ads with Polaroid photos
 Global Branding Effort
 Online banner ads
 YouTube
IMC recommended mix for AXE
Sales
Word of
Advertising promotion
mouth

Interactive Events and

marketing experience
 Recommendations
• Samples
• Premiums
• Contests
• Bonus packs
• Price off deals
• Event marketing
Thank You