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    Consumer Behavior Presentation On: Deodorant

    Uploaded by

    Pratik Sharma
    This document summarizes a presentation about the AXE deodorant brand. It discusses that AXE is a grooming product owned by Unilever that is targeted at young men aged 15-25. It is known for its provocative advertising campaigns that portray users as confident and attractive to women. The document then covers AXE's product line, marketing strategies, consumer research findings, segmentation of its target audience, and positioning of the brand as enhancing confidence to appeal to women.

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    © All Rights Reserved
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    Consumer Behavior Presentation On: Deodorant

    Uploaded by

    Pratik Sharma
    268 views23 pages
    This document summarizes a presentation about the AXE deodorant brand. It discusses that AXE is a grooming product owned by Unilever that is targeted at young men aged 15-25. It is known for its provocative advertising campaigns that portray users as confident and attractive to women. The document then covers AXE's product line, marketing strategies, consumer research findings, segmentation of its target audience, and positioning of the brand as enhancing confidence to appeal to women.

    Original Description:

    Axe Case Study

    Original Title

    Axe

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    © © All Rights Reserved

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    This document summarizes a presentation about the AXE deodorant brand. It discusses that AXE is a grooming product owned by Unilever that is targeted at young men aged 15-25. It is known for its provocative advertising campaigns that portray users as confident and attractive to women. The document then covers AXE's product line, marketing strategies, consumer research findings, segmentation of its target audience, and positioning of the brand as enhancing confidence to appeal to women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    268 views23 pages

    Consumer Behavior Presentation On: Deodorant

    Uploaded by

    Pratik Sharma
    This document summarizes a presentation about the AXE deodorant brand. It discusses that AXE is a grooming product owned by Unilever that is targeted at young men aged 15-25. It is known for its provocative advertising campaigns that portray users as confident and attractive to women. The document then covers AXE's product line, marketing strategies, consumer research findings, segmentation of its target audience, and positioning of the brand as enhancing confidence to appeal to women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    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.
    Worlds 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 Charlies 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 dont 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 Male
    Income group Middle&
    Upper Middle.
    Occupation Students&
    Bachelors.
    PSYCHOGRAPHIC


    Lifestyle Outdoor-oriented
    Personality Fashion Oriented
    Trendy.

    BEHAVIORAL

    Occasions Regular
    Benefits Quality
    Economic.
    User status Regular user
    Usage 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 MALE
    FEMALE
    Strivers Sedentary
    FOGG 17-35 MALE
    FEMALE
    Global Indians Commuter,
    Sedentary
    TARGETING
    Target Customers
    The
    Axe
    Effect
    Socialites
    People 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

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