STP & 4 P's of Axe Deodorant

STP AND 4P’S OF
AXE
GROUP-3
ANIRBAN DATTA
ANUSUYA R.
GAURAV RAI
MOHD.ARIF ALI
RAHUL BALACHANDRAN
ROVIN SHRIVASTAVA
SONU BANSAL
VAIBHAV AGRAWAL
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC
Urban
Semi-Urban
Age group 16 to 28.
Gender Male
Income group Middle&
Upper Middle.
Occupation Students&
Bachelors.
PSYCHOGRAPHIC BEHAVIORAL
Occasions Regular
Lifestyle Outdoor-oriented Benefits Quality
Personality FashionOriented Economic.
Trendy. User status Regular user
Usage rate Medium.
TARGETING
Concentrates on single-segment (male 16-28)
Targets on Young at heart. Competitive advantage of this brand is its

Complete monopoly over this brand proposition.
In 2007, as competition got stiffer, Axe revamped its product

packaging and launched television and online campaigns.
Through its ads, it persuades youngsters mind that using this deo will
help to attract girls, but it is just that they present the ad using humor
and made something that attracts people very easily.
Its rarely found that any India centric ad for Axe is aired on
Television. They believe that Indian consumers take the foreign
commercials without any difficulty.
POSITIONING
The company extensively uses TV ads and conducting many
Campaigns giving commissions to its agency.
The biggest strength of this brand is the underlying message that the
Brand users are High on Confidence and always go for the Axe.
It also ensures that customers are constantly engaged with new

Fragrances, in 2005, Axe had a profile launch of its new fragrance
CLICK.
The brand has started its Internet based marketing initiative in India
with Axe Land which involved a virtual trip to the Axe world using link
’theaxeeffect.com’.
Its marketing strategy is always known as "Adventurous Marketing“

Because this brand deals with girls and seduction. But anyway it is in
the safer zone even in case of markets like India.
Besides TV commercials,the brand also uses print ads with
Polaroid photos to its maximum impact.
Axe is a classic example of global branding effort.Through this effort

Of campaigning they have created a huge global image.
It conducted a contest to win a trip to Las Vegas in October. For

that,Online banner ads pushed guys to play the online game and
enter the contest. Axe commercials are also a big hit on YouTube.
Wholesale distributors reported that Axe body spray led the men's
Grooming category in 2007.
The axe deodorant contain in stylish bottle, its the primary container
of the axe, there is no secondary package for the axe deodorant rather
than its labeling of Lynx. Because of the packaging,it can be easily
recognized. The packaging of axe itself has created brand image for it.
Axe’s 4 P’s Of Marketing
Marketing mix is the combination of elements that company uses to market

its product. There are four elements Product, Price, Place and Promotion
to target the market.
COMPONENTS OF MARKETING MIX:
PRODUCT
PRICE
PLACE
PROMOTION
Product Price
Variety
Quality List Price
Design Discount
Features Allowances
Brand Name Payment Period
Packaging Credit Terms
Services
Target
Customer
Intended
Positioning
Promotion Place
Channels
Advertising
Coverage
Personal Selling
Assortment
Sales Promotion
Location
Public Relations
Inventory
Logistics
Product
The product is the centre of marketing mix and the other three P’s are
based around it. Consumer purchase goods and services for a variety
of individual reasons and the company must be aware of all of these
when selling the product.
VARIETY OF AXE DEOs:

 Axe offers a wide range of fragrances and flavors in their deodorents.
Some variants of axe are:-voodoo, twist, phoenix, click, dark temptation,
dimension etc..
QUALITY:
 All the variants of axe deodorants are dermatologicaly tested and do
not have any kind of side effects on the skin(skin friendly), it offers good
fragrance which has long lasting effect.
DESIGN:
 The bottle of the AXE deodorant looks more sturdy and
it has twisting top which is better than the previous design.
PACKAGING:
 The axe deodorant contain in stylish bottle, its the primary container
of the axe.
There is no secondary package for the axe deodorant rather than its
labeling of Lynx in foreign market.
Packaging affluence customers a lot and also they willingly pay more
for more convenient packaged product having catchy looks.
 The packaging is done in a way that it can be easily recognized.The
packaging of axe itself has created brand for it.
Price
PRICE:
 The price of all variants of axe is same.
They just have different fragrances and flavours.
Price is around Rs.150 for 150ml bottle.
Pricing has been done considering the middle and higher

income group.
Placing
 Proper placing and availability of product plays significant

role in determining the sales of product. Axe relies on
location and distribution channels.
DISTRIBUTION:
In India supermarket and hypermarkets have only 2%
market,organised retail has 13.9% market large part of it is in metro
cities. so in metros distribution channel is malls and big organised
stores but in tier 2 & 3 cities distribution is done through local kirana
shops mostly.
Promotion
Promotion is an important part of marketing mix. Through promotion
company communicate with the consumers. To communicate with the
consumers company spends heavily on advertisements and
promotional activities.
ADVERTISING:
To weave the axe brand into the culture the company extensively uses
television advertisements.e.g to promote its Dark Temptation flavor
they showed an ad in which a boy who has used Axe deo is passing by
the roadside and all the girls around are getting attracted by the
chocolate fragrance of the deodorant he is showed to be throwing
chocolate from his body on the people.
SALES PROMOTION:
To increase the sale in India the company has slashed down the price
of 150ml bottle from Rs.150 to Rs.125.They also promote through
online gaming available on their site.

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What are the target segments for Axe?

What are the different product variants offered by Axe?

STP AND 4P’S OF

Targets on Young at heart. Competitive advantage of this brand is its

In 2007, as competition got stiffer, Axe revamped its product

It also ensures that customers are constantly engaged with new

Its marketing strategy is always known as "Adventurous Marketing“

Axe is a classic example of global branding effort.Through this effort

It conducted a contest to win a trip to Las Vegas in October. For

Marketing mix is the combination of elements that company uses to market

COMPONENTS OF MARKETING MIX:

VARIETY OF AXE DEOs:

 The price of all variants of axe is same.

They just have different fragrances and flavours.

Price is around Rs.150 for 150ml bottle.

Pricing has been done considering the middle and higher

 Proper placing and availability of product plays significant

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