AXE

 Axe, or Lynx - A brand of male grooming products owned by Anglo-Dutch company Unilever  Power brand of Unilever  Image related brand extension

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Introduction
 Launched in India in 1999  Launched as high price product with low promotion  Denim and Rexona HULs major brands  2002 Axe phased out Denim with better market share  Indian market penetration 2 - 3%  Axe market leader with 25% market share  Henkel (Fa, 8.5%)  CavinKare (Spinz and Hi5, 7.4%)

Source : The Strategist 22 Nov 2010

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Product Variants

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Positioning
 Indian male conscious about look (body odour included)  Positioned as Male Deodorant brand  Claims as Cool Iconic youth brand  Targets young male (16-25 years olds)  Older generation not targeted explicitly but product trickle down to other age groups

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Price and Product

 Price:  Product solves an immediate problem  Launched as a high price - 250 Rs  Skimming strategy current price point ranges between 100-150 Rs  Product:  Distinctive black metallic exterior and an associative logo  Perfect Ergonomics aerosol leakage virtually impossible  Innovating packaging design  Different designs for different variants (Sense of Style, Uniqueness and Up market feel)  Brand extension - skin related products

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Promotion
 Advertising:    Primary tool used by Axe All TV commercials, print ads and billboards try to attract people with humor (IMPULSE related product) Booked cricket slots - related themes

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Promotion
 Interactive Marketing:  Engage customers and directly or indirectly raise awareness  http://theaxeeffect.com  Use of web in relevant web sites, social networking sites - Facebook and Orkut  Axe ads 60,000 to 5000,000 views on Youtube (Setwet Zatak 1500,Garnier Men 2000)  Various campaigns Call Me, AXEfeather , AXELand for an increased customer engagement

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Promotion
 Central theme of campaigns : Seduction where Girl makes the first move  Brand assumes that Men like to be seduced.

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Promotion
 Publicity:  Getting the girl has never been easier, thanks to the AXE effect   Right storytelling element MusicStar campaign

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Promotion
 Events and Experiences: 

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Own product launches, sponsoring various events like youth festivals, music shows an opportunity to interact with its target audience NOVEMBER 2008- Chocolate Month Of The Year

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Place
 HULs strong marketing logistics network   Physical distribution  Bombardment of flavours  Model retail format  More promotions in malls  Mode of availability  OTC (Over the counter) strategy - Medical stores

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Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

SWOT
Strengths
Market leadership Fame for creative messages Affordable price Wide variety of fragrances Successful and effective advertisement campaigns Strong emotional touch HULs brand - gets more money from it

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Weakness
Subliminal publicity, AXE effect doesnt exist Advertise only spray products, AXE product line is much more

Opportunities
Create new product lines, targeting female customers Maintain better standards of quality Continuous innovation

Threats
Risk of being a brand for enhancing the men sex-appeal Copy by the competitors Emerging local players with lesser price Spray emits damages to the environment Price wars by unorganized players

Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

Porter s 5 forces

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Threat of new Entrants HIGH

Bargaining Power with Supplier LOW

Competitive Rivalry within Industry HIGH

Bargaining Power with Buyer LOW

Threat of Substitutes MODERATE

Introduction

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4 Ps

SWOT

Porter s 5 Forces

Conclusion
 Strong male deodorant brand  Introduce new flavours  Consider the aspiring class  Brand extension  Conversion of non users to users

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Introduction

Product Variants

4 Ps

SWOT

Porter s 5 Forces

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Questions

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