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By:Kishlay rajAshish zutshiPriyaArpit

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IntroductionType:Male grooming productsCurrent owner:UnileverCountry of origin:FranceIntroduced:1983Introduced in india:1999

INTRODUCTIONaxe, or lynx is a brand of male grooming products, owned byAnglo-DutchcompanyUnileverwho manufacture a range of products in the health & beauty,household cleaning, food and ice cream categories.Axe's lead product is adeod oranbody spray. The brand also includes deodorantsticks,roll-ons, anti-perspirants, aftershaves and shower gels. In most of the contries the brand isnamed axe; inAustralia,New Zealand,Ire land, and theUnited Kingdomit is named lynx due to conflicts regarding the trademark.

AXE Deodorant-1999Tagline The Axe EffectPortrayed as a weapon of seductionFive Fragrance: Dimension, Java, Phoenix, Pulse and VoodooAxe, the deodorant that is considered cool, fashionable and stylish by young men waslaunched in India in 1999. Available in more than 60 countries around the world, it is aworld leader in male toiletries.Axe has a mix that is completely harmonised globally from its proposition andcommunication to the product, as available onthe shelf.

Issue ?????Capturing the Rural market of India

Rural Market of India

Scope in Rural Market

Buying powerRural:Urban=9:11

scope..

ButBut.ButMarketing mix for rural is very different from urban . Every Product and promotion, which is successful in cities , might not work in rural areas because of values and perception of the people

So before talking about 4psWe must have to work on 4As that is: Affordability Availability Awareness Acceptability

Rural Market

now.the wait is over !!!

4Ps for AXE in RuralMarket !!!!

Product Product for rural market must be built or modified to suit the lifestyle and needs of the rural consumers . Product Strategies New/Modified Product.Utility Oriented Product3. Small unit packaging

So here we are with new

Medicated

Why Medicated????

for fragerancegerm free 90% less sweat

As a sensation !!!!!

Hard for Harder !!!!

Why ???For long lasting effect

Place

A rural area as a place for promotion, distribution, and consumption is very different from town or city

Place Strategy SegmentationCoverage of villages with 8,000 and above populationDistribution up to feeder markets/ Mandi towns.Direct Contact with rural Retail

Place

PRICE

PRICE

Price refers to the amount the customers has to pay in order to acquire a product or services3Cs of PricingCustomer ValueCompetitors PricesCost of Company

The villagers due to their limited resources are very price sensitive by nature.Pricing StrategiesLarge Volume low marginOverall Efficiency And passing on benefits to consumers.low cost/ value for money productLow volume-low price

Our price

Rs 60 for 65 ml

Imagine less than a rupee Per ml

Promotion

Promotion aspect always creates a challenge in rural markets because of the fact that village have thin population density and are widely spread over large remote areas

Media channelPrint mediaCinemaHoardingWall PaintingContestsReference group

How to POSITION !!!!

As a medicated spray -for fragerance - germ free - 90% less sweat

As a stronger DEO

Strong for Stronger !!!!!

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Promotion :1

Wait IsOver!!

Promotion:2

The AXE effect

Promotion :3

The wait is over!!!!!!!

Promotion :5

Hard for HARDER !!

The AXE effect

Breaking news:Gharelu Hinsha mai KAMI !!!

The AXE effect

Thank you