Axe case study - REM

8/10/2019 Axe case study - REM

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THE

INDIAN DEODORANT MARKSUBMITTED

Aniruddh M

Geeta Hans

Keerthi Kira

Gautham(1

Ravi Kumar

Sumit Ranja

Samkit Jain29-Dec-14 INDIAN INSTITUTE OF MANAGEMENT RAIPUR


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Deodorant market in India

PESTEL & Segmentation

Competitive

Analysis

4 Ps & SWOT

of Deodorant

PODs & POPs

AGENDA

29-Dec-14 INDIAN INSTITUTE OF MANAGEMENT RAIPUR


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THE DEODORANT MARKET IN INDI

India - a sub-tropical country. Deodorant - a crucial groom

product. Market has grown from 103 crore in 2003 to 1300 crore

With a current growth rate of 30%, in next 9 years 75% ucitizens and 10% rural citizens would be using deodorant

Changing socio-economic fabric and women empowerm

factors for deodorant revolution. Deodorants used as recruiter products.

Deodorants predominantly a male grooming product, buexpansion into the womens segment underway.



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Major deodorant brands in the Indian M

HUL-Dove, Axe, Sure, Lux

Cavinkare- Spinz

Mcnroe- Wildstone, Secret Temptation

Paras (Reckitt Benckiser)- Setwet Zatak

Adidas

Nike

P&GOld Spice, Mum, Secret

Garnier(Loreal)

JK Helene curtis (Raymond)- Park Avenue GodrejCinthol

Vini HealthcareFogg

Beisdorf- Nivea

HenkelFa



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PESTEL Analysis of Deodorants

29-Dec-14

Aspects Impact

Political Controversial advertisements of deodorants regularly subjecby politicians.

Economic Poor economy leads to unemployment which further leads tconsumption of deodorants. Because the core driver for usinpart of a routine is getting ready for work. Unemployment re

Social With change in Lifestyle and increase in personal disposabletend to focus more on hygiene and therefore increase deodo

consumption.

Technological The R&D costs are not very high. This provides for easy entryin the deodorant market.

Environmental Deodorants contain Aluminium which can lead to Cancer andisease. Also, Showering washes our deodorants and antipe

the drain, introducing known or suspected toxins into our na

waterways.

Legal Axe deodorant Court Case Axe was taken to court by a co

he was unable to attract even a single girl .INDIAN INSTITUTE OF MANAGEMENT RAIPUR


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Segmentation & Targeting of Deodoran

29-Dec-14

Age Group Segment Trends Brands targeting the seg

14 - 17 years 1. Influenced by parents.

2. Curious & explorative

3. No Loyalty.

Axe, SetWet, Rexona, Fa

1822 years 1. More of an experimenting group.

2. Seek attention & want to be trendy.

Axe, SetWet, Nike, Adida

Cinthol.

2328 years 1. Tend to become loyal towards a particular

brand.2. Try expensive variants.

3. Status seekers.

Axe, Park Avenue, Nivea

28 + years 1. High brand loyalty.

2. Health conscious.

3. High expenditure.

Old Spice, Tommy, Dove

Parkavenue

INDIAN INSTITUTE OF MANAGEMENT RAIPUR


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Segmentation & Targeting of Deodorants based on G

29-Dec-14

Gender Segment Trends Brands targeting the segment

Male 1. Experimenters.

2. Seek attention.

3. Influenced by

advertisements.

Axe, SetWet, Nike, Adidas, Park

Avenue, Playboy.

Female 1. Generally go by

suggestions of

their peers &

elders.

2. Inclined towardsfruity variants &

long lasting

fragrances.

Rexona, Spinz, Dove, Eva.



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Segmentation & Targeting based on Lif

29-Dec-14

Lifestyle Segment Trends Brands targeting the segment

Sporty &

Outdoorsy

1. Anti-perspirant.

2. High on hygiene & bacterial properties.

Nike, Adidas, Reebok.

Sedentary 1. Inclined towards negation of body odour. Axe, Cinthol, Rexona.

Heavy

Commuter

1. Anti-perspirant.

2. Long lasting fragrance.

Brut, Fogg, Cinthol.

Highly Social 1. Image building.

2. Rich fragrance.

3. Status reflection.

Old Spice, Tommy, Dove,

Parkavenue, Playboy,



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Competitive Analysis

29-Dec-14

AXE DeodorantsMarket leader

Park AvenueMarketChallenger

Wild StoneMarketChallenger

Cinthol,Set wet Zatak

Market Follower

Adidas, Play BoyMarket Nicher



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Positioning of various deodorants

29-Dec-14

COMPETITIVE

FACTORSFRESHNESS LONGLASTING

STRONG

FRAGRANCE

ANTI

PERSPIRANTPRICE PACKING BRAND

AXE

WILDSTONE

OLDSPICE BRUT

ADIDAS

PARKAVENUE

FOGG

PLAY BOY DOVE

REXONA

NIVEA



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AXE Deodorants

Launched by Unilever in 1983 in France

Launched in India in 1999 phasing out Denim

Present market share -27%

Best selling brand of HUL

36 variants Available in 60 countries around the world



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PRO

Variety : Wide range of fragr

Quality : Dermatological test

strong fragrance.

Design: Sturdy looks and twis

leakage.Packaging: Distinctive metalli

typography

Cheaper substitutes f

perfumes.

Priced at around Rs 15

Pricing done consider

helps in gaining market

PLACE

Strong marketing logistics network.

Relies heavily on location and

distribution channels.

In-store communication

Over the counter strategy

Online and offline availability

PROMOTION

360 degree branding effort around

central idea of seduction

Online initiatives

Viral marketing

Extensive use of television advertising.

Interactive marketing

Events and experiences



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Strength

Market Leadership.

Affordable Price.

Wide variety offragrances.

Excellent advertising andbranding targeting theyouth.

Good distribution,Promotions and

campaigns for luringcustomers.

HULs strong brand name.

Weakness

Only an urban marketphenomenon.

Subliminal publicity AXE

effect does not exist

Controversial advertisingoften leads to legal issues.

Opportunity

Market aqueous and rollon types of deodorants.

Create new product linestargeting femalecustomers.

Expansion into ruralmarkets

Thr

DesehamoSe

Deae

Co

Em

wi



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Positioning

High on confidence brand

Approachability (made for the regular youngster).

Keeps customers engaged with new fragrances.

Each fragrance has a unique character and is markete

uniquely

Adventurous marketing



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POD for AXE:

Ann Gottlieb

Weapons of Seduction

Attraction quotient Spray more, Get more

POP for AXE:

Aerosol spray Anti odour

Strong Fragrance

Dermatologically tested



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References

www.euromonitor.com(accessed on 3/10/13)

http://www.theaxeeffect.com/ (accessed on 24/09/13

http://www.hul.co.in/(accessed on 24/09/13)

www.business-standard.com/india/...deodorant-marke

india/443714/(accessed on 24/09/13)

www.researchandmarkets.com (accessed on 24/09/13

http://www.euromonitor.com/http://www.hul.co.in/http://www.hul.co.in/http://www.euromonitor.com/


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Axe case study - REM

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