ContentsAXE......................................................................................................................................................2

COMPETITORS FOR AXE IN EACH PRODUCT CATEGORY.......................................................3

OBJECTIVES FOR AXE......................................................................................................................4

MARKETING RESEARCH.................................................................................................................5

AXE’s research process should have five stages:..........................................................................5

1. Identify opportunity...................................................................................................................5

2. Explore solution.........................................................................................................................5

3. Measure suitability/effectiveness...............................................................................................6

4. Test Market................................................................................................................................6

5. Track market performance.........................................................................................................6

RECOMMENDATIONS.......................................................................................................................7

CONCLUSION.....................................................................................................................................8

AXE

AXE is a cool, iconic, youth brand available in more than 60 countries around

the world. It was launched in India in 1999 and has already become the largest

selling Male Deodorant in India. 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.

Each fragrance of Axe is a scent of desire, created by the international diva of

fragrances; Ann Gottlieb. The formulation is a base with higher efficacy to help

men in attracting the fairer sex better than ever!

And need we say anything about feminine attraction? You need to be a true Axe

man to handle it all!

The Axe Effect - Gets you more than before!

Axe deo was launched in India during 1999. The brand launch was very quiet

and theoretically the brand was having the strategy of Slow Skimming i.e High

Price Low Promotion. Axe at that time was the leading men's deo brand in

Europe and was popular in India in the Grey market ( available in duty paid

shops) .HLL may have launched this brand inspired by the volume of Axe sold

in the Grey market. At that time, the deo market was a nascent one with an

estimated market size of Rs 72 crore. HLL had the brands Denim and Rexona

and was ruling the market. Axe was priced at a premium above the Denim

brand which was positioned as a male deo brand.

Axe initially was launched in the fragrance Java, Alaska and Atlantic. HLL did

not bother to fine tune its Promotional mix to Indian market but just imported

the promotions.... Meaning, the company just ran the ads which was popular in

the Europe and other markets.

AXE PRODUCT RANGE- AXE also has a some good product range for it`s

customers which includes-

AXE Deodorants- Axe inxtinct, Axe Dark Temptation, Axe Pulse, Axe Denim,

Axe Click, Axe Touch, Axe summer, Axe Dimension

AXE Shaving Gel, AXE Cologne Talc, AXE after Shower Gel

AXE After Shave Lotion- Axe Inxtinct, Dark temptation, Axe Pulse, Axe

Denim

COMPETITORS FOR AXE IN EACH PRODUCT CATEGORY

DEODORANTS- Nike, Park Avenue, Adidas, Set Wet Zatak, Wild Stone

SHAVING GEL- Park Avenue Men, Gillette, Dettol, Old Spice, Palmolive, etc

AFTER SHAVE LOTION- Gillette, Park Avenue Men, Denim, Palmolive,

Old Spice, etc.

AXE AFTER SHOWER- Palmolive, Parachute, Park Avenue, Gillette After

Shower Gel

OBJECTIVES FOR AXE

Introduce AXE Body Spray to trend-setting 18-24 year old males in select markets.

Leverage Nightlife and Promotions in a cool, sexy, fun way to showcase brand

identity

To help men in attracting the fairer sex better than ever!

To study the factors influencing buying behavior of a deodorant.

MARKETING RESEARCH

Market research means systematically gathering, recording and analysing market data.

Primary research involves going 'into the field' (e.g. house-to-house or street surveys).

Secondary research involves using existing sources of information to research the market

such as published reports or articles, or searching the Internet.

There are two main approaches to 'primary' market research:

Quantitative research: Collecting information from a broad population sample e.g. by

conducting extensive surveys, when axe wants to take wide population in this case youngster

of 23 to 30 years.

Qualitative research: Working with small 'focus' groups. This involves far more detailed

investigations, e.g. gathering a small group of 'typical' consumers i.e. kids and parents to taste

test products or to talk about their preferences and experiences of using different products.

Qualitative research, whilst not representative of the views of the general population,

provides greater insight into 'why' people think what they think. 

AXE’s research process should have five stages:

1. Identify opportunity

Does it fit into an existing or new product category?

Who can be the target consumers?

Method: survey research.

2. Explore solution

What is the best solution?

A new product?

A product extension?

A new packaging concept?

A new design?

Method: Qualitative research using focus groups and in-depth interviews one-to-one.

3. Measure suitability/effectiveness

Evaluate the relative appeal of alternative solutions in terms of meeting consumer

requirements.

Method: Quantitative research through face-to-face, internet interviews

4. Test Market

As it is very expensive for a company to launch a new product, before going for a full market

launch it often pays to try out new product ideas in a 'test' market. This may be launching the

product in just one region of India, with just one retailer or conducting a 'Simulated Test

Market'.

Method: Quantitative research from participants in a test sample of consumers who

physically live with the test product for a period of days. There are three stages:

1. Concept research - to determine whether consumers like the 'concept' of the new product

2. Product attributes - to determine whether the actual 'product' offering matches the 'concept'

3. Volume assessment - to determine whether consumers will actually buy the new product

and what, if any, existing products it will replace.

5. Track market performance

This involves tracking the product's success once it has been launched e.g. by recording sales

figures, numbers of people familiar with the product, etc.

Method: Quantified continuous rolling study with consumers and/or analysis of Electronic

Point of Sale data (sales information gathered via retailers' tills).

Develop products for girls as they are not having more products for girls and with a new

name which can suit girls product like “SHOW” which will be only for girls and ladies and

this is the untapped market for the axe brand.

RECOMMENDATIONS1. Setting up a production plant in India to reduce costs and improve distribution.

2. Entry into the perfume industry under the same name.

3. Address both the genders. Release a deodorant for women.

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

5. For brand recognition company should use an unique fragrance continuously

for years.

6. Company should go for advertisement not only for attracting the customer but

also for retaining the customer.

7. 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.

8. Entry into the soap entry under the same brand name to compete with ‘Cinthol’

in the ‘soap for men’ segment.

9. Axe deodorant should come up with a break open seal to avoid duplication and

refilling.

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.