Consumer Behavior Presentation on AXE Deodorant

A PPT presentation by Group-9

Devanshu Gupta(PGDM-19 )

Kushagra Anand(PGDM-37)

Lakshmi Warrier(PGDM-38)

Priyojeet Kumar(PGDM-61)

Sakshi Gupta(PGDM-75)

Saurav Singh(PGDM-78)

• Brand name of grooming products from a British-Dutch company Unilever in France.

• Famous for their hot ads and fragrance that attracted young people to buy the product forcefully.

• Lead product - deodorant body spray.

• Also includes deodorant sticks, roll-ons, aftershaves, antiperspirant and shower gels.

• Named as Lynx in Australia, US, UK due to conflicts regarding trademarks.

Introduction

• Axe chocolate

• Axe pulse

• Axe Apollo

• Axe dimension

• Axe summer

• Axe provoke

Popular Axe Deodorants

The Axe brand of deodorants is from Hindustan Unilever Limited and is primarily targeted at 15 to 25 year old people.

Portrays normal yet cool, trendy and confident looks, a positioning that is aspirational to the target segment.

World’s most sexist advertisement campaign. The Axe Effect also acts on the confidence levels of

the user. The very act of being associated with the brand serves to boost the ego.

Bridges the very gap of user friendliness effectively, and yet keeps the dream of getting a Charlie’s angel some day.

Q. Why Axe brand is doing so very well or is a market leader in deodorant market ?

Within underarm category

Deodorant aerosol body spray.

Deodorant Stick.

Antiperspirant stick and roll-ons.Other areas

Shower gels

Shampoo

Hair Styling

Aftershaves

Axe's Product Extension

MODELS OF CONSUMER BEHAVIOR

•Motivation Process Model

•Emotional Model of ‘AXE’

• Human needs, wants & desire create tension.

• Humans continually attempt to establish relationships with others to reduce tensions.

• Needs are suppressed into our consciousness and they come out in socially acceptable forms.

• The biggest strength of this brand is the underlying message that the brand users are high on confidence and for them, girls makes the first move.

• Axe tries to address this hidden desire of men present on their sub-conscious level.

Motivation Process Model

• Feeling (of being seduced) gives a big boost of self-confidence to a man.

• The brand has its brand values of cool, fashionable and stylish.

• The brand sticks to its core values.

• AXE understood emotional, functional and psychological needs on the basis which they designed their marketing campaign.

• All its campaigns revolve round this central theme of Seduction where Girl makes the first move.

Economical Model

Consumer Research ‘AXE’

OBJECTIVES FINDINGS

Consumer Buying Behavior Age group of 18-28 is highest consumer of ‘ axe’.Axe deo ad is the most appealing. Youth believe that choice of deo brand affects their personality. Executive/ Professional don’t use AXE deodrant.

Consumption Pattern A person has collection of more than one variety of deo sprays. A person uses at least two 150ml deo per month. Consumer sprays deo more than one a day.

Consumer Research Cont..

OBJECTIVES FINDINGS

Consumer Lifestyle Expenditure on deo is related to income/pocket money.User spends 150-300 rupees on every unit of deo.Age and occupation determines the spending capacity of consumer.Youth moves with trend and AXE deo is a trend.

Consumer Perception about ‘AXE deodorants’

Axe deo has a strong fragrance.Packaging is attractive.Prevents body odor.Effect of AXE lasts for a day.AXE deo have no side effects or allergies.

SWOT Analysis

Segmentation

MARKET SEGMENTATION

• GEOGRAPHIC• Urban

• Semi-Urban

DEMOGRAPHIC Age group 16 to 35.Gender MaleIncome group Middle& Upper Middle. Occupation Students& Bachelors.

PSYCHOGRAPHIC

Lifestyle Outdoor-orientedPersonality Fashion Oriented Trendy.

BEHAVIORAL

Occasions RegularBenefits Quality Economic.User status Regular userUsage rate Medium.

• Axe, one of the naughtier brands in India, is targeted at males aged 16-25. The brand is positioned in a manner to promote itself on the underlying message that

• a) Axe users are high on confidence

• (b) women are seduced by Axe users and hence, they make the first move.

MARKET SEGMENTATION

AGE GROUP SEX INCOME Gr. LIFESTYLE

AXE 18-22 MALE Aspirers, seekers

Highly Social

ADIDAS 18-30 MALE Aspirers Sporty and Outdoorsy

NIVEA 16-26 MALEFEMALE

Strivers Sedentary

FOGG 17-35 MALEFEMALE

Global Indians

Commuter, Sedentary

TARGETING

Target Customers

The Axe

Effect

SocialitesPeople in Profession requiring High degree of interaction

• Axe, one of the naughtier brands in India.

• PODs: Axe users are high on confidence, and women are seduced by Axe users and hence, they make the first move.

• Regular guys are seen as getting hit on by girls.

• Axe has had high-profile launches of its new fragrance CLICK, the Axe Land campaign, Axe-Academy, Axe Voodoo and Phenomenon.

• So basically Axe deodorant is positioned as a strong, long lasting, fresh deodorant that breeds inner confidence to conquer outer situations, for the everyday man.

Positioning of Axe

• YOUNGSTERS

• MALE

• ASPIRERS,SEEKERS AND STRIVERS

• HIGHLY SOCIAL

• CREATES ATTRACTION

OPINION LEADERS FOR AXE

• REGULAR TELEVISION VIEWER

• SPORTSPERSON

• EXTROVERT

• FASHIONABLE, STYLISH AND NAUGHTY

• OFTEN GROUP LEADER

• GROOMING PRODUCT

TRAITS ANDCHARACTERISTICS OF THE OPINION LEADERS OF AXE

• BASIC OBJECTIVE:- ATTENTION FROM WOMEN

RELEVANCE OF THESE OPINION LEADERS