1 final final finally axe

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CHAPTER NO.1: EXECUTIVE SUMMARY

The main purpose of doing this project was to know the impact of

advertisement of AXE deodorant on the youth of western Mumbai. This helps to

know in detail about the effectiveness of the advertisement of AXE deodorant.

This project tries to give a basic idea of brand image of AXE deodorant

amongst youth and gives the idea that on what basis the youth is getting attracted to

buy AXE deodorant.

The Company has over 16,000 employees and has an annual turnover of

around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of

Unilever, one of the worlds leading suppliers of fast moving consumer goods with

strong local roots in more than 100 countries across the globe with annual sales of

about 44 billion in 2011. Unilever has about 52% shareholding in HUL.

Axe markets itself as the naughtiest brand in the Indian market. The brand is

targeted at male aged 16-25. All its campaigns revolve round this central theme of

Seduction where Girl makes the first move. This has a lot of subliminal implications.

The brand assumes that Men like to be seduced. That feeling of being seduced gives a

big boost of self confidence to a man. Although many brands take this proposition,

Axe just made it perfect.

Along with these, the brand also ensured that customers are constantly

engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch

of its new fragrance CLICK and before that there was Axe Land campaign and

followed by Axe-Academy then Axe Voodoo and Phenomenon. In the recent years, it

has launched call me campaign.


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Axe is the naughtiest brand in the Indian market. The brand is targeted at male

aged 16-25. Internationally this brand targets male aged 15-25. We personally feel

that it targets all 'Young at heart" naughty guys. The brand has its brand values of

Cool, Fashionable and Stylish and world over, the brand sticks to its core values. The

biggest strength of this brand is the underlying message or the DNA which is that the

brand users are high on Confidence and always for the Axe users, Girls Makes the

First Move. We think the biggest competitive advantage of this brand is its complete

monopoly over this brand proposition. All its campaigns revolve round this central

theme of Seduction where Girl makes the first move.

AXE has a unique value proposition in the market. It enjoys the position of the

market leader as well. The AXE Effect portrays AXE deodorants as not just a

product to be used to smell good but it actually is a feeling to be experienced. AXE

has campaigns that are frequently talked about and keep their consumers engaged like

the Call Me and Click campaigns. AXE has always associated itself with

adventure and thus attracting its primary audience. AXE is now also venturing new

areas other than the urban cities in search of its secondary audience and it has

received a warm welcome their too.


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CHAPTER NO.2: OBJECTIVES OF THE STUDY

To study the impact of advertising of the brand AXE. To study the customer preference of different brands in deodorants category. To measure the response of customers towards those advertisements. To know the consumer perception and brand awareness about the brand Axe. To change the customer attitude towards AXE through its marketing strategy.


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CHAPTER NO.3: LIMITATIONS OF THE STUDY

People may have personal bias towards particular option so they may not givecorrect information and due to which conclusion may be derived.

The lack of information sources for the analysis part. Though I tried to collect some primary data but they were too inadequate for

the purposes of the study.

Time and money are critical factors limiting this study. The data provided by the prospects may not be 100% correct as they too have

their limitations.


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CHAPTER NO.4: COMPANY PROFILE

4.1:- Hindustan Unilever Limited (HUL)

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer

Goods Company with a heritage of over 75 years in India and touches the lives of two

out of three Indians.

HUL works to create a better future every day and helps people feel good,

look good and get more out of life with brands and services that are good for them

and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents,

shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods,

ice cream, and water purifiers, the Company is a part of the everyday life of millions

of consumers across India. Its portfolio includes leading household brands such as

Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakme,

Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr,

Kissan, Kwality Walls and Pureit.

The Company has over 16,000 employees and has an annual turnover of

around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of

Unilever, one of the worlds leading suppliers of fast moving consumer goods with

strong local roots in more than 100 countries across the globe with annual sales of

about 44 billion in 2011. Unilever has about 52% shareholding in HUL.


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BRANDS OF HINDUSTAN UNILEVER LIMITED (HUL)

Food Brands:-

HUL is one of Indias leading food companies. There passion is for understanding

what people want and need from their food and what they love about it makes their

brands a popular choice.

Broke Bond 3 Roses Annapurna Red Label Broke Bond Taaza Broke Bond Taj Mahal Bru Kissan Knorr Kwality Walls

Home care brands:-

HUL has a diverse portfolio of brands offering home care solutions for millions of

consumers across India.

Active Wheel Cif Comfort Domex


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Rin Sunlight Surf Excel

Personal care brands:-

Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are

recognized and love by consumers across India. They help consumers to look good

and feel goodand in turn get more out of life.

Aviance Axe LEVER Ayush Therapy Breeze Clear Clinic Plus Closeup Dove Fair & Lovely Hamam

Lakme

Lifebuoy


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MARKET LEADING BRANDS OF HUL

HLLs brands have become household names. The companys strategy is to

concentrate its resources on 30 national power brands, and 10 other brands which are

strong in certain regions. The top five brands together account for sales of over

Rs.3000 crores. Each of these mega brands has a potential scale of Rs.1000 crores in

the foreseeable future.

Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril,

Hamam, Breeze, Dove, (all soaps) surf excel, surf, Rin, Wheel (the number one

detergent brand in India, and HLL's largest), 501, Sunlight (all detergents). HLL also

markets the Vim and Domex range of Home Care Products. In the Personal Products

business, HLL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos; the

company markets Nihar oil. In Oral Care, the portfolio comprises Close-up and

Pepsodent toothpastes and toothbrushes. In Skin Care, HLL markets Fair & Lovely

Skin Cream and Lotion, the largest selling Skin Care Product in India; a brand

developed in India, it is now exported to over 30 countries. It has been extended as an

Ayurvedic cream, an under-eye cream, a soap and a talc, in line with the strategy to

take brands across relevant categories. The other major Skin Care Franchises are

Ponds, Vaseline, Lakme and Pears. In Colour Cosmetics, HLL markets the Lakme

and Elle-18 ranges. In Deodorants, the key brands are Rexona, Axe, Denim and

Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline and Lifebuoy.

Axe and Denim are HLLs franchises for Mens toiletries.

HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care

Products. Health Care is among the new businesses HLL has chosen to enter. The

product range comprises Cough Naashak Syrup, Headache Naashak Roll-on,


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Dandruff Naashak Shampoo, Hair Rakshak Oil and Body Rakshak Soap. The purity

of the Ayurvedic ingredients in Lever Ayush is endorsed by the renowned Arya

Vaidya Pharmacy (AVP) of Coimbatore.


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4.2:- AXE DEODORANT

The Axe deodorant was first launched in the year 1983. It has been there in the

market for the last 26 years and is currently the best-selling brand of Unilever. It has

earned an iconic status in most of the markets it has entered. The story is no different

for India.

Axe deodorant was launched in India during 1999. It was launched as a high

price product and initially the promotion was kept low. Axe at that time was the

leading men's deodorant brand in Europe and was popular in India in the Grey market.

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 deodorant brand.

At the beginning the product promotion was not fine tuned according to the

Indian market and the same advertisements that ran in Europe were used for the

Indian audience as well. Later the promotion was adapted according to the Indian

sensibilities. Axe in 2002 was having a market share of over 35% and soon HLL

phased out Denim brand to concentrate on this star performer.

Axe markets itself as the naughtiest brand in the Indian market. The brand is

targeted at male aged 16-25. All its campaigns revolve round this central theme of

Seduction where Girl makes the first move. This has a lot of subliminal implications.

The brand assumes that Men like to be seduced. That feeling of being seduced gives a

big boost of self confidence to a man. Although many brands take this proposition,

Axe just made it perfect.

Along with these, the brand also ensured that customers are constantly

engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch


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of its new fragrance CLICK and before that there was Axe Land campaign and

followed by Axe-Academy then Axe Voodoo and Phenomenon. In the recent years, it

has launched call me campaign.

Axe is one of the rare brands that have embraced new media to the maximum

extent. The brand has started its Internet based marketing initiative in India with Axe

Land which involved a virtual trip to the Axe world. Also to promote its chocolate

variant, it declared November as the month of chocolate. Yahoo web page was used

extensively to promote this campaign.

Axe success in India is primarily based on its captivating communications

strategy. It uses a wide range of media to engage with the consumers. Its success is

very much evident from the fact that it is gaining acceptance in non-urban areas as

well.

Key facts

Number 1 male deodorant brand in India. Available in over 60 countries first. Excellent track record of advertising awards, including 10 Cannes Lions Established leaders in Europe and Latin America Developing strong positions in new markets, especially in the US and Latin

America

Sold as Lynx in the UK, Ireland and Australia.


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THE GOOD

Axe is incredibly convenient to say the least. The newest version of the bottle

of Axe features a twist top. The new top manages to eliminate any "accidental

spraying", the only major complaint I'd ever had about Axe. Because of this new

feature, the bottle can be easily thrown, without care, into a gym bag to offer the best

fragrance option for those who are active. Personally, I did not bring cologne to the

gym for fear of breaking the bottle. The metal of the Axe bottle prevents this problem

as well.

The multiple fragrances of Axe are a major selling point. The smell that each

scent of Axe presents is strong but not over powering, and offers a great alternative to

cologne. Each scent is unique, making it easy to have multiple favorites. Many

compliments I've received fall into the "what are you wearing?" category; any four

and a half dollar bottle that causes similar reactions to cologne is impressive. I can

thank the smell of "Essence" for saving me the 50-60 dollars that I would usually

spend on cologne.


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THE NOT SO GOOD

The only complaint I have with Axe Deodorant Body spray centers around its

actual deodorant properties. While the spray deodorant is useful for a day full of

relaxation, I've found that it's odour eliminating properties struggle with anything

more than simple daily activities (exercise, warm/hot/humid days). The smell of the

product still lingers, but body odours come into the mix when Axe is the only

deodorant used to produce an uneasy aroma. Axe does offer stick deodorant, however,

and I have found that using a mix of both products offers constant body odour

protection without overbearing the senses.

Lets face it, not every guy can afford grooming products that cost $20 for a

single bar of soap. Hell, thats six months worth of Irish Spring and frankly some

guys prefer saving the cash for other gear. We understand. That doesnt mean walking

into the store necessary means you have to sell yourself short. AXEs revamped vice

lineup: Revitalizing Shower Gel, Deodorant Body spray and Invisible Solid

Antiperspirant are returned to give you a better, longer-lasting scent combined with

effective protection. The mad scientists at AXE even brought in renowned expert Ann

Gottlieb to do just that. Better yet, the prices are street-wise and no guy can deny the

benefits of that.


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THE LIFE CYCLE OF AXE DEODORANT

The product life cycle (PLC) is the course of a products sales and profits

during its lifetime segregated into product development, introduction, growth,

maturity and decline.

Every Axe/Lynx product is accustomed to the first four stages of the PLC.

However, as soon as the decline stage is reached and a declination of profits observed,

a reiteration process is commenced with the introduction of a new product under the

brand name. The maturity and decline phases are judged based on customer

perception of brand equity in over 40 countries worldwide.

The product life cycle of the past to the recent present, tied in with perceptual

brand equity factors, and subsequent line extensions are as follows:

In 1983AXE Amber, AXE Spice. In 1985 AXE Amber, AXE Spice, AXE Musk introduced into the United

Kingdom.

In 1987AXE Orient. In 1989AXE Marine. In 1995AXE Africa. In 1998AXE Apollo. In 1999AXE Voodoo. In 2000AXE Phoenix. In 2001AXE Gravity. In 2002 AXE Apollo, AXE Kilo, AXE Orion, AXE Phoenix, AXE

Tsunami, AXE Voodoo introduced into the United States.


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HISTORY

Axe was launched in France in 1983 by Unilever. It was inspired by another of

Unilever's brands, Impulse.

Unilever were keen to capitalize on Axe's French success and the rest of

Europe from 1985 onwards, later introducing the other products in the range. Unilever

were unable to use the name Axe in the United Kingdom and Ireland due to trademark

problems so it was launched as Lynx.

The European launch of the deodorant was followed by success in Latin

America and moderate impact in Asia and Africa. In the new millennium, the brand

has launched with great success in the United States and Canada. The company has

also consolidated its deodorant portfolio by migrating other overlapping male

deodorants into the Axe brand such as South Africa's Ego brand and they are also

working on the varieties of fragrances. On the US Market, there are currently thirteen

fragrances available in the Axe deodorant line.

Apollo Essence Kilo Orion Phoenix Ready (limited edition) Recovery (limited edition) Relapse (limited edition) Touch Tsunami Unlimited Voodoo Willing (limited edition)

Internationally, a number of additional fragrances are available which has played a

key part in the success of the brand by offering something new each year. The type of

fragrance variants have evolved over time. From 1983 until about 1989, the variant

names were descriptions of the fragrances and included Musk, Spice,Amber,Marine,

and Oriental.
http://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Impulse_%28body_mist%29http://en.wikipedia.org/wiki/Latin_Americahttp://en.wikipedia.org/wiki/Latin_Americahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Latin_Americahttp://en.wikipedia.org/wiki/Latin_Americahttp://en.wikipedia.org/wiki/Impulse_%28body_mist%29http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/France


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From 1990 until 1996, geographic names for fragrances were used, such asAfrica,

Alaska,Java,Nevada, and Inca. From 1996 to 2002, Axe took inspiration from

Calvin Klein fragrances (also owned by Unilever at that time), using the same

fragrance consultant, Ann Gottlieb, to develop the scents to launch variants, such as

Dimension,Apollo,Dark Temptation, Gravity, and Phoenix. See an interview of Ann

Gottlieb, in which she speaks about Axe fragrance development:

In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The

brand has also extended into other areas such as shower gels, aftershaves, and

colognes, skin care, shampoo, and hairstyling products. Failed extensions include

Barbershop and razors.

Most scent names usually have a shower gel to companion them and sometimes

an antiperspirant/deodorant stick.
http://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Alaskahttp://en.wikipedia.org/wiki/Alaskahttp://en.wikipedia.org/wiki/Javahttp://en.wikipedia.org/wiki/Javahttp://en.wikipedia.org/wiki/Nevadahttp://en.wikipedia.org/wiki/Nevadahttp://en.wikipedia.org/wiki/Incahttp://en.wikipedia.org/wiki/Incahttp://en.wikipedia.org/wiki/Calvin_Kleinhttp://en.wikipedia.org/wiki/Shower_gelhttp://en.wikipedia.org/wiki/Aftershavehttp://en.wikipedia.org/wiki/Perfumehttp://en.wikipedia.org/wiki/Skin_carehttp://en.wikipedia.org/wiki/Shampoohttp://en.wikipedia.org/wiki/Hairstyling_producthttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Hairstyling_producthttp://en.wikipedia.org/wiki/Shampoohttp://en.wikipedia.org/wiki/Skin_carehttp://en.wikipedia.org/wiki/Perfumehttp://en.wikipedia.org/wiki/Aftershavehttp://en.wikipedia.org/wiki/Shower_gelhttp://en.wikipedia.org/wiki/Calvin_Kleinhttp://en.wikipedia.org/wiki/Incahttp://en.wikipedia.org/wiki/Nevadahttp://en.wikipedia.org/wiki/Javahttp://en.wikipedia.org/wiki/Alaskahttp://en.wikipedia.org/wiki/Africa


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CHAPTER NO.5: RESEARCH METHODOLOGY

Scope of research

The research is undertaken to study the impact of advertisement of AXE

deodorant on youth so that we come to know on what basis people choose their

deodorant brand.

With this report we will also be able to know the various strategies which are

undertaken by company to make their company known among the people.

Research design:

Descriptive Research:

Involves gathering data that describe events and then organizes, tabulates, depicts,and describes the data.

Uses description as a tool to organize data into patterns that emerge during analysis. Often uses visual aids such as graphs and charts to aid the reader.Description Research takes a what is approach:

Refers to the nature of the research question. The way that data will be analyzed for the topic that will be researched.

Three methods of data collection under descriptive research they are:

Surveys Interviews Observation

The methods used for this research would be mainly doing survey with the help of

questionnaire and taking informal interview of people while doing survey of people.


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Sources of Data:

Primary and secondary data is used for conducting this research.

Primary Research

Primary data is collected by conducting a survey among the investors.

Secondary Research

Secondary data is collected from books and from internet.

Sampling Design Process

Target Sample

Target sample are the common youth of western Mumbai.

Sample Size: 50

As the study is conducted to know the impact of advertisement of AXE

deodorant only on the youth of western Mumbai, hence fifty respondents are selected

to conduct this study.


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CHAPTER NO.6: REVIEW OF LITERATURE

6.1 ABOUT DEODORANTS

Antiperspirant/deodorants are used to reduce underarm wetness and control

body odour. These products are made by blending active ingredients with waxes, oils,

and silicones and molding the mixture into stick form.

Body odour is primarily generated in the area under the arms where there is a

high concentration of sweat glands. While sweat from these glands is initially

odourless, it contains natural oils, called lipids that provide a growth medium for

bacteria living on the skin. These bacteria interact with the lipids, converting them

into compounds that have a characteristic sweaty odour. Isovaleric acid, for example,

is one chemical compound that gives sweat its smell.

There are two primary types of products used to control body odour. The first,

deodorants, reduce body odour by killing the odour-causing bacteria. These products

do not affect the amount of perspiration the body produces. Antiperspirants, on the

other hand, inhibit the activity of sweat glands so less moisture is produced. In

addition to avoiding unpleasant wetness, these products also decrease odour because

there is less sweat for the bacteria to act upon. While deodorants are considered to be

cosmetic products because they only control odour, antiperspirants are actually drugs

because they affect the physiology of the body. Although the exact mechanism of this

physiological interaction is not fully understood, theory has it that antiperspirant salts

form temporary plugs in some of the sweat gland openings so that moisture is not

secreted. While this moisture reduction is not severe enough to interfere with normal

body metabolism, it does noticeably lessen underarm wetness.


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6.2EVOLUTION OF DEODORANTS

Products to control body odour and wetness have been used for centuries.

Before bathing became common place, people used heavy colognes to mask body

odour. In the late nineteenth century, chemists developed products that were able to

prevent the formation of these odours. Early antiperspirants were pastes that were

applied to the underarm area; the first such product to be trademarked in the United

States was Mum in 1888. It was a waxy cream that was difficult to apply and

extremely messy. A few years later, ever dry, the first antiperspirant to use aluminum

chloride was developed. Within 15 years, a variety of products were marketed in a

number of different forms including creams, solids, pads, dabbers, roll-ons, and

powders.

In the late 1950s, manufacturers began using aerosol technology to dispense

personal care products such as perfumes and shaving creams. In the early 1960s,

Gillette introduced Right Guard, the first aerosol antiperspirant. Aerosols became a

popular way to dispense antiperspirants because they allowed the user to apply

without having to touch the underarm area. By 1967, half the antiperspirants sold in

the United States were in aerosol form, and by the early 1970s, they accounted for

82% of all sales.

However, later that decade two technical issues arose which greatly impacted

the popularity of these products. First, in 1977, the Food and Drug Administration

(FDA) banned the primary active ingredient used in aerosols, aluminum zirconium

complexes, due to concerns about long term inhalation safety. (This ingredient

remains safe for use in stick form.) Next, the Environmental Protection Agency (EPA)

strictly limited the use of chlorofluorocarbon (CFC) propellants used in aerosols due


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to growing concerns that these gases may contribute to the depletion of the ozone

layer. CFCs were preferred as propellants for antiperspirants because they gave a soft

dry spray. Although the industry reformulated their products to be safe and

efficacious, it was too late. Consumers had lost confidence in aerosol antiperspirants.

By 1977, sales of the reformulated versions dropped to only 50% of the market, and

by 1982, they dipped below 32%. While some brands still offer antiperspirants in

aerosol form, today these account for a very small percentage of the total market.


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6.3 MAJOR BRANDS IN DEODORANT INDUSTRY

Although new players entered cosmetics and toiletries, and existing players

added to their offerings, Hindustan Lever Ltd remained well ahead of the competition.

In a highly-fragmented market, Hindustan Lever Ltd was the only player to hold a

double-digit value share in 2006, with Colgate-Palmolive India Ltd a distant second.

Hindustan Lever Ltd success was on account of its breadth of presence across various

cosmetics and toiletries products, coupled with the best distribution system nationally

and continued investment in product promotion. Domestic companies also looked at

the buyout of brands and companies as a means of improving value growth, with

players like Dabur India Ltd, Godrej Consumer Products Ltd and Marico Ltd all on

the prowl for companies and brands that not only add to the top line but also bring in

intangible benefits.

The leader, Hindustan Lever, with its large portfolio of brands and products,

accounted for approximately 41% of total value sales. Each of the other major players

had about an 8.5% value share. Newer companies like Cavincare have also managed

to garner a reasonable market share. Revlon, J L Morrison, L'Oreal are some of the

major multinationals in the industry. The players with a significant presence in

deodorant and antiperspirant brands are Hindustan Lever, L'Oreal, YSL, Procter &

Gamble, JK Helene Curtis, Baccarose, and Menezes Cosmetics etc.

The major products are:-

Rexona Faa Zatak Nivea


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Gillete series Adidaas Avon Spinz Park avenue Play boy Denim range Charlie

These are the major brands which are competing in deodorant market.

Currently, deodorant sales are led by Hindustan Unilever Ltd, with the Axe brand;

Paras Pharmaceuticals Ltd, with Set Wet; and McNroe Chemicals Pvt Ltd, with Wild

Stone. These three manufacturers held a combined value share of over 49% in 2010.

The leading brand is Axe, with 25% of value in 2010, followed by Set Wet and Wild

Stone with 10% and 9%, respectively. Axe is a well-established and widely

distributed brand, and is heavily supported by advertising across India.


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6.4 MARKET SEGMENTATION OF DEODORANTS

Geographic SegmentationThe geographic segmentation of deodorants is based on climate as it is a

product which is preferred according to the weather. In hot countries, such deodorants

are promoted which last long and have a mild fragrance.

Demographic SegmentationAge constitutes a major factor in the segmentation of deodorants. Different

deodorants are targeted for different age groups like Spinz deodorant has been

targeted for the age group of 18-26.

Family life cycle based segmentation means whether it is targeted for married

people, teenagers or young. Gender based segmentation is the most important in

deodorants as the needs of males and females in this concern are varied. Females like

refreshing, mild and sweet fragrances while males go for strong ones.

Income based segmentation is done where employed people spend more on

their grooming and hence constitute a good market for deodorants, unlike those who

fall in the lower income group and are satisfied with any cheap deodorant.

Psychographic SegmentationLifestyle constitutes the basis of psychographic segmentation where different

lifestyles demand different varieties.

Behavioral SegmentationDeodorants are used regularly as well as occasionally. Hence there are

different choices for different occasions and uses.

Usage rate also counts here as some people are staunch users of deodorants

and apply it more than thrice in the same day while some apply it just for freshness.


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6.5 TRENDS IN DEODORANTS

The above pie chart depicts how concerned are people about the smell of their

sweat as it affects the overall deodorant industry.

The above figure shows the growth rate of fragrances as compared to hair

care, skin care and other cosmetics.

The sachet strategy is being employed in the nascent deodorant market. HLL

has priced the 5g Rexona deo-stick at just Rs 5.50 _ the lowest for such a product in

the world. This strategy is also aimed at hooking the consumer with small packs and

then getting them to buy the brand. The deodorant companies feel a huge consumer

market can be opened up by this strategy. The problem with the deodorant market was

that people hesitated to accept body odour as a problem. And even if it was, they

preferred talcum powder to deo. More important, pricing of deodorants was a major

deterrent. A sampling exercise was done to change these perceptions and outreach the

consumer. But unlike the shampoo segment, where a sachet user remains that, the

marketing of mini deos is not seen as a long-term strategy.

However, the Chennai-based CavinKare has introduced single-use sachets for its

Spinz Singiez perfumes in two fragrances priced at 1.50 each. The perfume market is

estimated to be about Rs. 70 crores, but the market penetration is only 1 per cent.

Given t he universal appeal of perfumes, the market can expand significantly if

perfumes can break the price barrier and brought within the reach of the middle-class,

which itself is very large, as NCAER studies show.

Procter & Gamble is expanding its Secret female deodorant brand with the

launch of a new product that is said to be clinically proven to provide prescription


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strength protection against wetness. The product has been developed using a patented

triple-action technology that provides three layer protection to fight wetness, odour

and provide skin soothing conditioners.

On top of its unique formulation, it has also been developed for application at

night, when P&G says that the body is most receptive to forming a strong barrier

against perspiration. P&G has developed the new extra-strength deodorant on the

back of statistics, claiming that 23 per cent of women currently classify themselves as

'heavy sweaters'. The New Secret Clinical Strength Anti-Perspirants/Deodorant will

be launched in the US in March, in an Advanced Solid Scents: Light and Fresh and

Powder Protection.

Growing number of women in white-collar jobs and their growing taste for

sophistication has propelled India to become one of the fastest growing markets for

cosmetics and toiletries in the world. Indian women entering the workforce are

placing greater emphasis on personal appearance and spending more to look their

best, the study released today by global consulting and research firm Kline and

Company said. Cosmetics and toiletries sales in India grew by 12.6 per cent in 2006,

and companies see a tremendous potential in this budding market, it added.

To garner a significant share of this growing segment, companies are now coming up

with innovative products and revamped pricing strategies. The consumers are also

moving away from traditional talcum powder toward more modern deodorants and

antiperspirants.


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6.6 AXE TARGET CONSUMER AUDIENCE

Axe is the naughtiest brand in the Indian market. The brand is targeted at male

aged 16-25. Internationally this brand targets male aged 15-25. We personally feel

that it targets all 'Young at heart" naughty guys. The brand has its brand values of

Cool, Fashionable and Stylish and world over, the brand sticks to its core values. The

biggest strength of this brand is the underlying message or the DNA which is that the

brand users are high on Confidence and always for the Axe users, Girls Makes the

First Move. We think the biggest competitive advantage of this brand is its complete

monopoly over this brand proposition. All its campaigns revolve round this central

theme of Seduction where Girl makes the first move.

The brand assumes that Men want (Likes) to be seduced. That feeling (of

being seduced) gives a big boost of self confidence to a man. Although many brands

take this proposition, Axe just made it perfect.

Body spray and body wash brands like Axe, Tag, Swagger, and Magnetic

Attraction are hot commodities for young males. The problem is the males are much

younger than the brands' target audience sometimes as young as 10 years old.

Axe has positioned itself as a male brand having brand value like cool,

fashionable and stylish and targets mostly youngsters ranging between 18-24 years

old.


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6.7 COMMUNICATION TOOLS

AXE used the following five communication tools for its promotion:

AdvertisingAdvertising can be explained as a paid form of non-personal

presentation and promotion of goods. This is the tool primarily used by AXE

as a mode of communication. In all its TV commercials, print ads and

billboards, AXE has tried to attract people with its humor as shown in the ad

below.

The ad shows that if you use Axe then there will be seven Snow

Whites instead of Seven Dwarfs, and all of the snow whites will be attracted

to you. If a person is very thorough with a thing then they can say that the ad

is depicting women as it shows women being completely overwhelmed by

nothing more than just a deodorant.


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Interactive MarketingInteractive marketing includes various activities and programs

designed to engage customers and directly or indirectly raise awareness. The

company has a dedicated website known as http://theAxeeffect.com for

promotion of existing AXE product line as well as introduction of the new

products. Advertisements of AXE are visible all over the web in relevant web

sites and the existing and prospective consumers can also communicate with

the company in an informal manner through their official communities in

various social networking sites like Face book and Orkut.

AXE also introduced various campaigns like Call Me, AXE Land, AXE

feather for an increased customer engagement.

Events and ExperiencesCompany sponsored activities and programs designed to create daily or

special brand related interaction come under this category. AXE organizes

upbeat events for its new product launches and it follows this strategy

worldwide. Last year AXE successfully launched five variants of New AXE

Score, Dimension, Pulse, Touch, and vice, featured by an intriguing attraction

wrapped up in a creative settings at Bunderan HI, Jakarta. Apart from its own

product launches, Axe has sponsored a wide range of other events like youth

festivals, music shows where it can have an opportunity to interact with its

target audience as well as collect data for its market surveys.

AXE has targeted its products for males aged 16 to 25; hence it has always

projected its ads as if fulfilling some wild experiences which its target

audience demand and thus gaining their attention.


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Publicity

Getting the girl has never been easier, thanks to the AXE effect.

AXE has always promoted this idea and is evident in all of its advertisements

and publicity stunts. Axe has the right storytelling element and the video

reinforces the brand's provocative and contrarian personality, without

constraints from TV and radio censors. AXE new products are always awaited

among its supporters and the company has always used tactful strategies for

successful launches. Press releases by the company have always enjoyed a

huge audience base and rarely disappointed them on technicalities. It has

always projected its products as cool, fashionable and stylish, these being the

attributes customers want from a product like deodorants.

Word of Mouth Marketing

A good product also requires a good promotion strategy. AXE ad

campaigns have always been the talk of the town. The humor in the ads travels

from person to person and thus creating a positive vibe throughout its existing

and prospective customers. Through its ads AXE has always tried to capitalize

on the hidden fantasies people have and bringing them up as a subject of

discussion.


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6.8 PACKAGING

Packaging involves designing and producing the container or wrapper for a product.

Growing Use of packaging as a marketing tool is now evident because of the

following reasons

Self service Consumer affluence: consumers are now willing to pay a little more for

convenience, appearance and prestige of better packages.

Company & Brand Image: Instant Recognition

Innovation Opportunity

AXE keeps on innovating its packaging designs. The AXE deodorant bottles

communicate a great sense of style, uniqueness and an up market feel which attracts

its target audience that is the youth and also catches the eye of other people.

Labeling, that is the printed information on the bottles, is also a part of the packaging.

AXE chooses different designs for different variants making its presence more

evident and stylish.

.


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6.9 AXE AD AGENCY

Axe advertised its products through many companies but the main and the

Foremost company which advertised products for Axe is Lowe Lintas.

Founded in 1939 as a part of Hindustan Lever, Lowe Lintas is one of Indias

largest and most storied communication groups. Headed by chairman and chief

creative officer R. Balakrishnan (balki) and CEO Charles Cadell, Lowe Lintas

employs over 650 people across eight divisions and nine cities all over India.

Today, Lowe Lintas India is a wholly owned subsidiary of the Interpublic

Group, and one of the star offices in the Lowe Worldwide network. Headquartered

out of London, Lowe Worldwide has over 80 offices in 73 countries and a client

Roste that includes Unilever, Johnson & Johnson, Nestle, Ericsson, Sharp, Saab and

many more.

Lowe Lintas India leads global and regional communication for several

Unilever and Johnsons Baby brands. We are a guiding light for Lowe offices in South

Asia.


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6.10 AXE PROMOTIONAL AD CAMPAIGNS

AXEs Call Me Campaign

Did you call 9987333333?

AXE is known for its cheeky, in-your-face campaigns that end up generating buzz,

and its new thematic brand campaign, Call Me, is no different. Targeted at the

young urban male, the cool and youthful brand is positioned as one that helps guys get

ahead in the mating game.

The new campaign, launched in early March showed girls swooning over Axe men

and giving them their telephone numbers. Both films end with the girls giving the

boys the number 09987333333. Through a series of ads in print, outdoors and

television, viewers are being encouraged to call this very same number.
http://economictimes.indiatimes.com/Features/Brand-Equity/Axes-Call-Me-ad-attempts-to-create-intrigue/articleshow/4489153.cmshttp://economictimes.indiatimes.com/Features/Brand-Equity/Axes-Call-Me-ad-attempts-to-create-intrigue/articleshow/4489153.cms


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When you will call on the Axe number, you get to talk to Axe Girl "Tanya"

who asks you about "AXE effect". Then you will hear the message like, Hi, My name

is Tanya. If I think you have the Axe effect you could win some great prizes like an

iPod or, hey, even the latest iPhone., If I say Im cold, would you give me a hug?

Yes or no? Press 1 for yes, press 2 for no, if I ask you to take me for a ride on your

bike, would you? etc. As part of the Wake Up service, Tanya would also call the

person back at the pre-determined time he has set for the next five days.

This is the best Campaign to engage the consumer by using Mass Media to

drive an on-ground activation exercise. It is not related to the sales of the Product that

is why lakhs of consumers are calling on this number. Priya Nair, general manager,

deodorants, HUL says that the company was targeting 10 lakh calls in three months

but within a month of the campaign breaking they have received 27 lakh calls, 5 lakh

wake-up alarm requests and 30,500 Hey Axe man ringtones have also been

downloaded. She says that most customers were pleasantly surprised to find Tanya on

the other side.

To give further momentum to the idea, the print campaign had ads creating

hype about a condition called numberitis affecting women, which was a condition

affecting women characterized by an uncontrollable urge to give away ones mobile

number to great smelling men.

Axe campaigns have always been very integrated and are not linked to sales

directly as the customer doesnt have to buy a product to participate in a contest. It

has always been a fun interaction between the brand and the consumer. So this time

also customers were not hesitant to call in.


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With the 300 million plus mobile subscriber base in India, the mobile

engagement model allows a scalable and personalized engagement activity. Axe has

smartly leveraged this opportunity, allowing for a fun interaction between brand and

buyer.

Interestingly, Axe has also done an on-ground activation in the form of

postcard branding where it has tied-up with Lee stores in Delhi NCR, Mumbai,

Bangalore and Kolkata. When someoneideally a guytries on a pair of jeans or

a shirt in the store, he will find a Polaroid picture in his pocket of a beautiful girl with

her phone number, or a visiting card with the number and the message Call me. The

activity was done in 24 stores in where approximately 1300 Polaroids and 500

visiting cards were placed per store. The cards ensure guaranteed interaction with a

focused target audience as the cards are placed in youth hang outs and cards and

thus the brand messageare being picked up voluntarily.

AXE CLICK CAMPAIGN

The Axe undertook the click campaign in 2006 to promote its new fragrance

CLICK. It was a pan-global campaign which was mainly targeted at young males.

Their main objective was to start a social phenomenon called Clicking. The device

used in this campaign was a clicker which was basically used for counting. It was

distributed to the Axe users around the world to keep a count of the girls they get

along with. This campaign was well supported by the Axe websites. It proved to be a

virtual world where guys could gather and share the information regarding clicking.

This campaign was implemented in two phases. In the first phase a small teaser site

with the name of www.clickmore.com was launched. Its main aim was to generate
http://www.clickmore.com/http://www.clickmore.com/http://www.clickmore.com/


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6.11 4PS OF AXE

1. Product

Axe body spray can features a distinctive black metallic exterior and an

associative logo representative of its label. Ergonomics have been perfected on the

product level to a point where aerosol leakage has become virtually impossible. The

Axe brand name is designed around a logo that utilizes custom designed typography

to give it a distinctive and recognizable look its black exterior, complimenting

packaging and striking short, block lettering exemplified thereon setting it apart from

the generic competitor. Augmentation of the product line allows customers to interact

with its various promotional campaigns through a plethora of web sites scattered with

images of attractive females all in favor of complying with the needs of its target

market. There are also telephone hotlines available to assist customers with

information about competitions and the more intricate product details. Following are

the 4Ps ofAXE

2. Promotion

Mass communication can be utilized through the use of free-to-air television,

radio, newspapers and magazines, as well as other methods like cinema and outdoor

advertising. All its campaigns revolve round the central theme of Seduction where

Girl makes the first move. It has, absolutely, subliminal implications. The brand

assumes that Men want to be seduced. That feeling gives a big boost of self

confidence to a man. Although many brands take this proposition, Axe just made it

perfect. In most of the Axe ads only very ordinary skinny kind of people getting

assaulted by beautiful girls. That makes the brand more approachable. If Axe had


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used a Hunk, the promotions couldnt have been so effective. The brand has started its

Internet based marketing initiative with Axe Land, which involved a virtual trip to the

Axe world. Globally also this brand has lot of online initiatives which are almost

always naughty.

3. Price

The product solves an immediate problem. Cologne is too expensive for most

Gen Y men and body spray does the job at a price they can afford. This is its

fundamental feature. 2.69 developing the pricing strategy requires an intimate look

at the product strategy. If the product is deemed an innovation on the grounds of

addressing a previously untargeted market like a sub-culture or youth segment the

most profitable strategy for the Axe brand would be a market-penetration tactic.

Market-penetration aims to set a comparatively low price for a new product in order

to attract a large number of buyers and enhance a current market share.

4. Place

The process of efficiently and effectively making and getting products and

services to end-users requires a marketing logistics network. Essentially, the physical

distribution of the proposed products should propagate through a series of

intermediaries as a fast moving consumer good typically purchased by consumers

weekly. Everywhere the product available to purchase is developed a in-store

communication through educating retailer staff to be aware of competitions and

promotion campaigns for Axe products, as well as providing special promotional

information about products and potentially, increase sales. Places where we can find

the product to purchase it.


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6.12 CASE STUDY

THE CLIENT:-

AXE, a Unilever brand, was introduced in 2003 as a deodorant body spray that helps

keep guys smelling great. Its a deodorant with a seductive fragrance that is meant to

be used every day, not just on special occasions. Unlike a standard deodorant (the one

your dad used), its for the whole upper body and comes in many great fragrances.

THE CHALLENGE:-

AXE aimed to reach the increasingly elusive 18-24 year old male market to position

AXE as a new lifestyle product that would increase their luck with the ladies. The

AXE promotion was designed around a series of amateur films consisting of two

young men, Evan and Gareth, touring America and writing the book on getting the

girl. AXE needed to drive a significant number of Evan & Gareth videos to the target

male audience.

THE SOLUTION:-

Xfire created an integrated, high impact marketing program promoting the Evan and

Gareth video, as well as the overall AXE brand. The videos were distributed through

Xfires Cool Movies Channel and publicized through File of the Week and Xfire

Insider newsletter premium placements. Agency-created Flash units drove traffic to

the official Evan and Gareth site.

THE RESULTS:-

AXE, the worlds top grooming brand for guys, is always looking for new and

innovative ways to reach 18-24 year old guys, said Kevin George, marketing

director, anti-perspirants and deodorants, Unilever. Our award-winning marketing is

a direct result of our decision to work with brands like Xfire which has also

demonstrated great success in the market.


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CHAPTER NO.7: DATA ANALYSIS

7.1 SWOT ANALYSIS

StrengthsAXE has a unique value proposition in the market. It enjoys the position of the

market leader as well. The AXE Effect portrays AXE deodorants as not just a

product to be used to smell good but it actually is a feeling to be experienced. AXE

has campaigns that are frequently talked about and keep their consumers engaged like

the Call Me and Click campaigns. AXE has always associated itself with

adventure and thus attracting its primary audience. AXE is now also venturing new

areas other than the urban cities in search of its secondary audience and it has

received a warm welcome their too.

WeaknessAXE has always targeted the young males from the age group of 16 to 30 and

that is very limited looking at the macro view. Even the new products from the AXE

stable like the hair gels and other creams target the same segment. Hence its

promotion campaigns though loved by a large number of people; the product caters

only to a few. Even its adventurous style of advertising is gaining the brand some

negative publicity, especially in a traditional country like India.

OpportunitiesAXE can find an all new market segment to cater by introducing products for

women, fairer sex being more involved in beauty related products. It can enlarge its

customer base by giving products for other age groups also.


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ThreatsAXE faces threats from products like SetWet Zatak which try to follow AXE in its

promotion strategy. AXE also sees competition from imported products that spend

less on advertising campaigns but have an increasing market share on account of

change that customer demands.


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7.2 DATA ANALYSIS AND INTERPRETATION

1) Do you use deodorants?

Fig. 1

Interpretation:-

The above given diagram indicates that maximum number of the respondents use

deodorants.

100%

0%

Usage of deodorant

Yes

No

Options No of people

Yes 50

no 0


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2) In case of deodorants which brand do you like to prefer?

Fig. 2

Interpretation:-

From the above diagram we can interpret that majority of youth (approx 60%)

prefer AXE deodorant as an antiperspirant rather than Wildstone, Zatak and other

deodorants.

58%

12%

10%

20%

Preference of deodorant brand

AXE

Wildstone

Zatak

Other

Options No. of peoples

Axe 29

Wildstone 6

Zatak 5

other 10


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3) What induces you to buy any deodorants?Options No. of peoples

Price 3

Brand name 15

Fragrance 21

Advertisement 11

Fig. 3

Interpretation:-

From the above given diagram we can interpret that, maximum number of

respondents (approx 40%) chooses deodorants on the basis of fragrance and 30%

approx of respondents chose on the basis of brand name popularity and on the other

side 22% approx respondents go with advertisements.

6%

30%

42%

22%

Factors influencing the purchase

Price

Brand name

Fragrance

Advertisement


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4) Have you seen advertisements of AXE deodorant?Options No. of peoples

Yes 48

No 2

Fig. 4

Interpretation:-

As per the above diagram we can conclude that majority of respondents are

familiar with the advertisements of AXE deodorants.

96%

4%

Familiarity with the advertisementsof AXE deodorant

Yes

No


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5) Do you get attracted towards those advertisements?


Yes 26

No 24

Fig. 5

Interpretation:-

According to the above analysis we reached to the conclusion that half of the

respondents get attracted towards the advertisements of AXE deodorants.

52%

48%

Attractiveness towards theadvertisement of AXE deodorant

Yes

No


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6) Do you switch your deodorant brand often?


Yes 23

No 27

Fig. 6

Interpretation:-

As from the above given pie chart we can interpret that approx 60% of

respondents are brand loyal and they only prefer single brand but approx 46% of

respondents doesnt believe in switching of a brand.

46%

54%

Switching of a brand

Yes

No


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7) How do you come to know about AXE deodorant?Options No. of peoples

Advertisement 42

Peers group 2

Friends 6

Fig. 7

Interpretation:-

From the above diagram we reached to the conclusion that maximum number

of respondents (approx 80%) of respondents comes to know about AXE deodorant

through advertisements.

84%

4%12%

Awareness of AXE deodorant

Advertisement

Peers group

Friends


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8) If your most preferable brand is not available at the place then which brand wouldyou like to prefer?

Fig. 8

Interpretation:-

From the above diagram we can interpret that majority of respondent (approx

40%) would like to prefer Zatak deodorant if their most preferable brand is not

available at a place and approx 26% of respondents would like to choose AXE

deodorant.

26%

40%

16%

18%

Preference of a deodorant brand in

case of non-availability

AXE

Zatak

Wildstone

Other


Axe 13

Zatak 20

Wildstone 8

other 9


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9) Does AXE deodorant is easily available in the market?

Fig. 9

Interpretation:-

From the above given diagram we reached to the conclusion that majority of

the respondent easily gets AXE deodorant in the market.

98%

2%

Availability

Yes

No


Yes 49

No 1


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10)According to you, which factor of AXE deodorant needs to improve?

Fig. 10

Interpretation:-

The above given chart indicates that the maximum number of respondents

(approx 50%) thinks that AXE deodorant should improve its advertisement which can

help their sales and they should also bring improvement in fragrant.

26%

22%

42%

10%

Factor for improvement

Fragrance

Verient

Advetisement

Other


Fragrant 13

Variant 11

advertisement 21

other 5


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11) Which variant of AXE deodorant do you prefer?

Fig. 11

Interpretation:-

From the above given chart we reached to the conclusion that approx 40% of

youth prefer AXE chocolate rather than other variant.

30%

24%

42%

4%

Preference of AXE variants

AXE dark temptation

AXE denim

AXE chocolate

Other


Axe Dark temptation 15

Axe Denim 12

Axe chocolate 21

Other 2


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12)On what basis have you selected a particular variant of AXE deodorant?


Advertisement 15

Fragrance 32

Price 3

Fig. 12

Interpretation:-

The above diagram interprets that maximum number of respondents (approx

60%) choose the particular variant on the basis of fragrance and approx 30% choose

on the basis of advertisement.

30%

64%

6%

Factors for the preference of a

particular variant

Advertisement

Fragrance

Price


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13)Which advertisement is the best from the given deodorant category?Options No. of peoples

Axe 22

Zatak 13

Wildstone 14

Other 1

Fig. 13

Interpretation:-

From the above given diagram approx 50% of respondent thinks that the

advertisement of AXE deodorant is the best rather than other deodorant brands.

44%

26%

28%

2%

Popularity of advertisement

AXE

Zatak

Wildstone

Other


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14)Do you think that Axe should improve its advertisement, so that it will help toboost its sales?

Fig. 14

Interpretation:-

As per the above diagram approx 80% of respondents suggest that AXE

should improve its advertisement which would help AXE deodorant to increase their

sales.

76%

24%

Suggestion for thwe improvement of

AXE deodorant advertisements

Yes

No


Yes 38

No 12


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7.3 OBSERVATION/FINDINGS

This study indicates that maximum number of the respondents use deodorant

as an antiperspirant. By the study of this project I found that AXE deodorant company

mainly concentrate on the advertisements for their sales and they always come up

with the new ideas for the awareness of their brand.

From the observations I found that majority of youth (approx 60%) prefer

AXE deodorant as an antiperspirant rather than Wildstone, Zatak and other

deodorants.

This study shows that maximum number of respondents (approx 40%) chooses

deodorants on the basis of fragrance and 30% approx of respondents chose on the

basis of brand name popularity and on the other side 22% approx respondents go with

advertisements

As from the observations the majority of respondents are familiar with the

advertisements of AXE deodorants

According to the analysis done we reached to the findings that half of the

respondents get attracted towards the advertisements of AXE deodorants.

The findings tells us that approx 60% of respondents are brand loyal and they

only prefer single brand but approx 46% of respondents doesnt believe in switching

of a brand.

The observations of this study tell us that maximum number of respondents

(approx 80%) comes to know about AXE deodorant through advertisements.


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From the findings done we can interpret that majority of respondent (approx

40%) would like to prefer Zatak deodorant if their most preferable brand is not

available at a place and approx 26% of respondents would like to choose AXE

deodorant. From the above given diagram we reached to the conclusion that majority

of the respondent easily gets AXE deodorant in the market.

Observation shows that maximum number of respondents (approx 60%) choose the

particular variant on the basis of fragrance and approx 30% choose on the basis of

advertisement

According to the findings approx 50% of respondent thinks that the

advertisement of AXE deodorant is the best rather than other deodorant brands.


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CHAPTER NO.8: CONCLUSION

In order to understand the psychology of a common youth towards the

advertisement, I undertook this study by conducting a questionnaire survey and

distributing among the common youth so I came to conclusion that the advertisements

of AXE deodorant are doing a strong impact on youth which also influencing them to

use it.

So with this study I reached to the conclusion that the todays generation

wants a new way to move on, for which a company requires innovative things to be

done for survival and to come up with new ideas for promoting their product.

This study shows that maximum number of respondents chooses deodorants

on the basis of fragrance and 30%approx of respondents chose on the basis of brand

name popularity and on the other side 22% approx respondents go with

advertisements.

As according to the study maximum number of peoples is familiar with the

advertisement of Axe deodorant and prefers Axe deodorant on the basis of

advertisement.


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CHAPTER NO.9: APPENDIX

Topic:-To study the impact of the advertisement of AXE deodorant on youth of

western Mumbai.

Questionnaire

Personal Details:-

Name : ___________________________________________________

Age : _______

Gender : Male Female

Occupation : _____________________________________________________

Income Level : Up to 1, 00,000

1, 00,000 - 2, 00,000

2, 00,000 - 3, 00,000

Above 3, 00,000

1) Do you use deodorants?Yes No

2) In case of deodorants which brand do you like to prefer?Axe Zatak

Wild stone other________


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3) What induces you to buy any deodorants?Price brand name

Fragrance Advertisement

4) Have you seen advertisements of AXE deodorant?Yes No

5) Do you get attracted towards those advertisements?Yes No

6) Do you switch your deodorant brand often?Yes No

7) How do you come to know about AXE deodorant?Advertisements Peers group Friends

8) If your most preferable brand is not available at the place then which brandwould you like to prefer?

AXE Zatak Wild stone

other_______

9) Does AXE deodorant is easily available in the market?Yes No


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10)According to you, which factor of AXE deodorant needs to improve?Fragrance Variants Advertisements

Other_______

11)Which variant of AXE deodorant do you prefer?AXE Dark Temptation

AXE Denim

AXE Chocolate

Other______

12)On what basis have you selected a particular variant of AXE deodorant?Advertisement Fragrance Price

13) Which advertisement is the best from the given deodorant category?Axe Zatak

Wild stone Other________

14)Do you think that AXE should improve its advertisement, so that it will helpto boost its sales?

Yes No


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CHAPTER NO.10: BIBLIOGRAPHY

BOOKS:-

Kleppners (Advertisement Procedure)Authors: - J.Thomas Russel, W. Ronald Lane.

Advertisement And Sales PromotionAuthors: - S H H Kazmi, Satish K. Batra.

Advertisement And PromotionAuthors: - George E. Belch, Michal A. Belch.

WEBSITES:-

http://www.HUL.co.in. http://www.theAxeeffect.com http://www.unilever.com http://www.cockeyed.com http://www.thefixers.com http://www.menshealth.com

1 final final finally axe

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