Axe Deodorant

BY – Sukrit nagpal Renu dutt Sachdev

Swati nirwal Saurabh Sharma

Atal Mattoo

Introduction of Axe• It is the product of HUL.• Axe was launched in France in 1983.• Axe Deodorant was launched in India in 1999.• Axe had 33 per cent market share in December 2008 as per A C Nielsen data.• Now the market share is near about 28% and it is gradually

decreasing.• AXE is a cool, iconic, youth brand available in more than 60

countries around the world.• Apart from the deos, Axe also provides a grooming range for the

young Indian male, viz. Shaving Gel, Foam, After-Shave lotion, and Cologne Talc.

Product range

WORLD WIDE AXE IS ONE OF THE MAIN BRANDS

Research objective

• To study the factors influencing buying behavior of a deodorant.

• To understand the motive of purchasing behavior of AXE deodorant.

• To read the perception of the consumer about AXE deodorant.

• To analyze the consumer personality while choosing a deodorant.

• To study the learning level and process about deodorant. • To observe the overall attitude of customer of AXE deo.

Methodology

• Analyzing research objective• Analyzing the research variables• Designing the questionnaire– Multiple choice– Scaling– Subjective questions

• Conducting the research– Filling up the questionnaire– Interviewing– Projective techniques– Observation

• Analyzing the collected data

DETAILS OF RESEARCH

• Research area- Different malls of Delhi and NCR

• Target Segment – Men of the age 18-24

• Date– 1st December -10th December• No of people we approached—50• Questionnaire filled up by—40• Rejected sample--2

DATA

ANALYSIS.

Which is the first brand to cross your mind when the following products are mentioned?

• Hair gel• Shower gel• Shaving cream• Anti perspirant• Consumers prefer other brands in these product

categories as compared to Axe range of products.

How do you give importance to the factors when choosing a deo?

Fragrance

Anti-perspirant

Advertisement

Packaging

Appeal

Brand

Price

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5Fra-

grance

Anti-perspi-

rant

Adver-tise-

ment

Packag-ing

Appeal Brand Price

IMPOR-TANCE

40 25 29 32 26 39 22

IMPORTANCE

Are you aware of Axe range of products?

21%

35%17%

27%

Axe range of products

Body careDeodrantsHaircareDo not Know

Are you a regular user of Axe products?

55%

45%Axe productsOther products

How do you become aware of Axe as a brand?

Series1

0

10

20

30

40

50

60

20%

55%

25%

From shopkeepersFromcommercialsFrom friends

Do you think Axe range of products are easily available?

Available Not available0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

97.50%

2.50%

Availability

Availability

From where do you purchase deo?

retail mall others all

Deo Purchases 42% 28% 3% 28%

3%

8%

13%

18%

23%

28%

33%

38%

43%42%

28%

3%

28%

Do the Axe range of products live up to your expectations?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

70%

30%

Expectations

Expectations

Would you recommend Axe to your friend?

Yes No0%

10%

20%

30%

40%

50%

60%

70%68%

32%

Recommendation

Recommendation

Recommendation

• Company should use the long lasting mild fragrance for capturing the market.

• For brand recognition company should use an unique fragrance continuously for years.

• Company should go for advertisement not only for attracting the customer but also for retaining the customer.

• 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.

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.

THANK YOU