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Babasaheb Gawade Institute

of

Management Studies

SUBJECT

MARKETING MANAGEMENT

TITLE

MARKETING PLAN FOR

UNILEVERS AXE DEODORANT

Submitted To: Prof. C. D Souza

Submitted By: Renita Dennis

MMS II ARoll No.14

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Table of Contents1. Introduction2. Situational Analysis (PEST)3. SWOT Analysis4. TWOS Analysis5. Porters Analysis6. Competition Analysis7. Consumer Analysis

8. Segmentation9. Targeting10. Positioning & Branding11. Marketing Strategies

Creative Strategy Media Strategy

Public Relations

Interactive/Online Retail Marketing

Digital Media Strategy12. Brand Format & Extensions13. Marketing Mix

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14. Sustaining Growth & MarketShareBibliography

1.Introduction

An Icon for sure Axe is a success story that is so difficult to emulate. One can onlymarvel and enjoy. Axe has got every thing perfect for its success, it got its segmentscorrect, and the targeting was exemplary and positioning: something to drool for. Andmore over Luck was on its side.

Axe was born in France in the Year 1983 by Unilever. It was inspired by another ofUnilever's brands Impulse. Impulse was a fragranced deodorant body spray for womenthat promised wearers male attention. Unilever were keen to capitalize on Axe's Frenchsuccess and rolled it out in the rest of Europe from 1985 onwards, later introducing theother products in the range. Unilever were unable to use the name Axe in the UK andIreland due to trademark problems so it was launched as Lynx.

The European launch of the deodorant was followed by success in Latin America andmoderate impact in Asia and Africa. In the new millennium the brand has launched withgreat success in the U.S. and Canada. The company has also consolidated its deodorantportfolio by migrating other over-lapping male deodorants into the Axe brand such asSouth Africa's Ego brand.

26 years later, this brand is Unilever's Best selling brand worldwide. It has an iconicstatus in whichever market it has entered.

Axe deo was launched in India during 1999 . It has become the leading male deodorantbrand in India within just one year of its launch.

http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Impulse_(body_mist)http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Impulse_(body_mist)

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Hindustan Unilever offer Axe deo. Axe, the deodorant that is considered cool,fashionable and stylish by young men is available in more than 60 countries around theworld, it is a world leader in male toiletries Axe has a mix that is completely harmonizedglobally - from its proposition and communication to the product, as available on theshelf.

2. Situational Analysis

Political/ Legal Environment

Axes Chocolate Deo Ad raises stink with Govt.

THE AXE EFFECT focuses on the increased attention males receive from eager, andattractive, female pursuers simply because of wearing AXE deodorant and body sprays.To communicate this message, Axe uses dirty advertising which gets the brand intotrouble with the government.

For instance, the advertisement of Axe's 'Dark Temptations' deodorant shows a malemodel wearing the chocolate-smelling deodorant, eliciting objectionable reactions fromwomen.

Keeping in line with its crackdown on suggestive advertisements being televised,Ministry of Information and Broadcasting (MIB) took strong objection to the promotionalcampaign of the brand, terming it indecent, vulgar and repulsive.

The Ministry asked the Advertising Standards Council of India (ASCI) to advise theadvertisers "to refrain from airing the said advertisement".

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A copy of the complaint had also been forwarded to the secretary general of IndianBroadcasting Foundation asking them to advise broadcasters to air the advertisement onlyafter precautionary measures have been taken to avoid some objectionable portions. Theadvertisement was eventually pulled off the air.

Economic Environment

Axe caters to the medium and the high income class consumers. It targets the urbanmetrosexuals. It is priced at a premium. It has its market in developed and developingcountries like France, United States, Canada, and other countries of Europe, LatinAmerica, Asia and Africa.

Social Cultural Environment

Man's obsession with woman and woman's suspicion of man's motives for this obsessionare deeply rooted archetypes that are well documented through the ages. However, it is astrue today as it ever was that the course of true love never did run smooth.

A mans interest in woman is greatest, but he lacks the charm or knowledge to know howto engage her as she would wish.

Anything that promises to help young men attract women plays to a large and attentiveaudience.

Advice in this area is not a new phenomenon as it was proffered over two millennia agoin the Kama Sutra which provided information to the young man on how to get the girl.Today's men's magazines such asFHM, Maxim andArena are full of hints and tips onhow to get the girl, although approaching a girl with the chat up line, 'My bed is broken,can I sleep in yours,'lacks some of the charm of those in the Kama Sutra.Keen to help men's confidence in this area, Unilever launched the Axe brand providing afragranced deodorant body-spray that smelled so irresistible that it attracted members ofthe opposite sex.

Mans desire for women will be of eternal existence in society and Axe has takenadvantage of this desire. However, Unilever began to face a problem with its two brandshaving contradicting values.

Unilevers brand Dove used around the world encourages women to look at beauty in adifferent way. It encourages them to recognise 'real' beauty. It boosts their self esteem.On the other hand, Axe revolved around young men who found that Axe could makethem irresistible to women. The women in question were objects in every sense. Theproblem was the utter contradiction between the two efforts. Dove told women they

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should embrace their own unique, if imperfect, beauty. Yet the Axe used the very typesof unachievable 'beauty' that Dove seemed to want to eliminate.

Technological Environment

Axe has recognised the technological advancement. It is aware that its consumers aretechno savvy. Hence to reach its customers and to know them better, it has gone beyondthe television advertisements to internet advertisements. To interact with its 60,000-userbase it launched its website axeffect.comThe content of axeffect.com is specially designed to take a guy from boredom into theland of Axe The land of seduction. The website has sections on the funkiest groomingtrends across the globe which can make a man cool and very very Axey. It is a youth

centric website rather than being an Axe website.

3. SWOT Analysis

Strengths

It is the leading male deodorant brand in India, established leader in Europe and Latin

America and world's most popular male grooming brand.

It has a variety of fragrances thus ensures that the customers are constantly engagedwith new fragrances and campaigns.

It understands the emotions of men.

Its effective advertisements help communicate with its target audience easily.

Excellent track record of advertising awards, including 10 Cannes Lions.

The active formula of Axe Deodorant gives continuous, effective protection againstperspiration odors during the whole day.

Customer Loyalty Customers are deeply attached to the brand that they want to ownall the variants of the brand.

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Weaknesses

Its advertisements can hurt the opposite sex

Axe has not set up an extensive manufacturing base in India as a result of whichmany of their products are imported from factories towards the east. This haspushed the prices of the deo spray up.

Opportunities

Axe can easily diversify into new product lines

It can establish new markets, thus increasing its global market share.

It can set up its manufacturing base in India.

Threats

Competition from Indian brands like Set Wet Zatak.

In India, Axe may face government interference.

The strong values of the Indian society may affect its brand image.

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4.TWOS Analysis

Opportunities

With strong customerloyalty, Axe can easily

diversify into newproduct lines

It can establish newmarkets, thusincreasing its globalmarket share.

It can set up itsmanufacturing base inIndia.

Threats

Competition fromIndian brands like

Zatak

In India, Axe mayface governmentinterference.

The strong valuesof the Indiansociety may affectits brand image.

Strengths

It is the leading maledeodorant brand in

India, establishedleader in Europe andLatin America andworld's most popularmale grooming brand

It has a variety offragrances thusensures that thecustomers areconstantly engagedwith new fragrancesand campaigns. It

As a leading brand with astrongPosition in the deodorantmarket, it can diversify intonew product lines & enter newmarkets.

Its brand variants definitelyhelp gain customer loyalty anda bigger market share.

With a strong position inthe market & being theleading deodorant brand, itcan easily compete.

Its brand variants give it anadvantage over itscompetitors. Moreover, itcan retain its customerswithout loosing them to itscompetitors.Due to its emotional

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understands theemotions of men

Its effective

advertisements helpscommunicate with itstarget audience easily

Strengths

Customer Loyalty Customers are deeplyattached to the brand

that they want to ownall the variants of thebrand.

With effective advertising,Axe enhances its brand

awareness, thus gainingmarket share & can easilydiversify.

Axe can easily diversify due toits customer loyalty.

approach, it is in a betterposition than competitors.

Axe should take care notto violate culture; it should

not cross limits in its ads.This will help curtailgovernment interference.

It can take over itscompetitors with noproblem.

Weaknesses

Its advertisementscan hurt theopposite sex

Axe has notset up anextensive

manufacturingbase in Indiaas a result ofwhich many oftheir productsare importedfrom factoriestowards the

As a leading brand, its need tohave a good corporate image,thus, respecting the oppositesex is essential. It should notcross the limits in theadvertisements.

It can invest in India bystarting its manufacturing hubin India.

By respecting the oppositesex, it can avoidgovernment interference &the strong values of theIndian culture may also notbe affected.

By establishing itsmanufacturing hub inIndia, it can reduce the

market price of the deosprays. This way it caneasily get a competitiveadvantage.

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east. This haspushed theprices of thedeo spray up.

5. Porters Analysis

AXEDEODORANT

Threat from

New Entrants

- Low

- Wild Stone

Threat from

Competitors

- Increasing/ High- Set Wet Zatak,

Gillette, Old Spice

Threat from

Substitutes

- Low- Cologne- Body Talc

- Roll Ons

Bargaining Power

of Suppliers

- Low

Bargaining Power

of Customers

- Low

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Porters 5 Forces for Axe

Threats from new entrants

The level of threat from new entrants is very low such as Wils Stone. This is due to Axescustomer loyalty & leading position in the market.

Threats from competitors

The level of threat from the domestic competitors like Set Wet Zatak

is increasing due to the high price of Axe. However, with its strong brandingAxe clearly dominates the market.

Among the three major deodorant body spray/cologne brands in the U.S., Unilever's Axehas quickly become the most popular, beating out competing entries from Procter &Gamble (Old Spice) and Gillette (Gillette Series).

Threats of substitutes

Competition from substitutes like body talc for men like Avon is very low.Threat from cologne is medium. Men consider Axe more of cologne than a deo spray.They also prefer Axe to cologne as it is cheaper & suits all occasions. However, there aremany target customers who still prefer Cologne.Threat from roll ons like Nivea Roll On is low as Axe Deodorant Roll on is available.

Bargaining Power of Customers

Bargaining power of customers is fairly low as demand is very high for Axe deo spray ofRs. 150 for a net contain of 150ml. Customers are ready to pay a high price for Axe

because it makes them feel irresistible & them a edge in the mating game.

Bargaining Power of Suppliers

Bargaining power of suppliers is low as the demand from customers is very high.Thus, they need to stack their shelves with Axe deo sprays

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6. Competition Analysis

Axe v/s. Competitors

Competitive male grooming brands took notice of the new product form that Axeintroduced to the US (deodorant body spray) and launched competitive (and in the case ofTAG, Gillette's new body spray identical looking) products.

Additionally competitors began to mirror the 'emotional' approach Axe had taken

to communicating. Before Axe, the category spoke very rationally to guys, showcasinggloriously sweaty armpits and high tech solutions to keep you sweat free. Axedifferentiated itself by speaking emotionally, with no mention of product efficacy in any

communication. The promise of the 'Axe Effect' was incredibly simple. Spraying on thisproduct can help get girls. Girls simply love the smell of it. The 'Axe effect' became partof their targets vernacular, and strong fragrance credentials were established for thebrand.

Among the three major deodorant body spray/cologne brands in the U.S., Unilever's Axehas quickly become the most popular, beating out competing entries from Procter &Gamble (Old Spice) and Gillette (Gillette Series).

Axe has now like many companies set its sights on India and for a sector that manyarent interested in, the competition from Indian brands has just begun and is on the way

to becoming bigger.

Axes entry into India was based on it simply testing the waters as such. The deodorantindustry in India had been largely unorganized. Men-the gender Axe exclusively makeproducts for have long relied on traditional methods to remove body odor and for manyits not even been an issue.

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But Axe knew that by creating awareness about theirbrand and what it could do, theyd be successful. Its amantra that has worked. Axe initially relied on a system offlooding Indian shops with their deodorants. They simplyrelied on the shop owner to sell their product to any male

who was looking for a deodorant.

Axe werent novel using this method. It had andcontinues to be done even today by multinationaldeodorant brands like Nike and Adidas but the fact thatthey constantly reacted to the demand for the spray by

increasing supply has helped them to become leaders in the field.

Axe have however been hit by their pricing strategy. They have not set up anextensive manufacturing base in India as a result of which many of their products areimported from factories towards the east. This has pushed the prices of their spray up and

its been this feature that rival deo sprays, especially Indian are looking to exploit.

To combat this axe has launched a cheaper range of deos in India under the

Rexona brand. Both Axe and Rexona are run by the Unilever group.

Axes Competitors

The Zatakbrand is seen as the direct competitor to Axe which is also doing well becauseits been pricing its products cheaper. Its also been around for longer than Rexona in themens department.

Pricing aside, theres the question of branding and this is where Axe clearlydominates. Their advertising campaigns are aimed at young men with catchy slogans andslightly provocative ads which as bold as theyve been, have been successful in pushingup their sales.

Its also prompted their competitors to launch their own campaigns with Zataks latestcampaign taking a bold dig at Axe in their own ads signifying for the first time in three

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years that the smaller David is looking to slay the bigger Goliath. Whether this willhappen is something to be seen.

For Axe the way forward will require them to bring the prices of their products

down and look to set up a manufacturing hub in India. For Zatak, its about

consolidating their position without losing out their consumers to newer entrants.

7. Customer Analysis / Behaviour

Mike Bloom, senior vice-president for drugstore chain CVS Corp., says he has neverseen such an explosive launch in the deodorant aisle, nor a product that drove as manyyoung men to those shelves. "They're buying two to three cans at once," says Bloom.

Axe understands its customers, the male demographic and reaches out to them with theright variants. It boost young guys self confidence and gives them a strong position in themating game.

Men of all ages from teenage boys to adults are the buyers of Axe deodorant.

It is the leading male deodorant brand in India, established leader in Europe and LatinAmerica and world's most popular male grooming brand. Its success, buyer satisfactionand customer loyalty can be best understood by some of the following customer reviews:

What I like about the Axe deo-

1. Axe Effect Really last long

Catering to my office needs working round the clock sometimes (experts call it 24 / 7,makes your vocabulary sound sexy) , I feel the faint axe effect when I take a shower, 14hours after I sprayed it on

2. It gives a refreshing and energetic feeling.

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3. It is neither too loud nor too subtle. But after one sprays it on one self, ones presencebecomes more appealing.

4. It is less expensive. In a way, It is expensive no doubt, but less expensive. I almost usea can a month, if used generously.

5. You can use it for any occasion. Usually some perfumes arent right for parties orfunctions.

- Davie Boy (Employed at Dell)

I bought VooDoo as my first scent...I like it alot. Im very intrigued by some of theother scents and plan to buy them soon. Use it across the body...about a 2 second spray,and you should be good for awhile. The only thing I dont like about it is that its a tadpricey at $4 something a can. I would have bought more at once if it was a little cheaper.

Overall, I would definitely recommend it. Smell is the sense that is remembered morethan anything...I know I want to be remembered!

- Mark Smith (college student)

The Dark Temptation is the best Axe deodorant spray. I got mine like a couple monthsago while I was in Hawaii and when I got it I did not want to use it all...the chicks like itat my school, they tried to steal it from me one time.

I really can't imagine why Axe wouldn't market this permanently, the stuff's great.

- Shay (high school teenager)

I have guys colleagues at work that wear many of the Axe products...not all at oncethough. I could follow them around all day! Love this product and its great scents!

- Siren Singh (employee at Writers Ltd.)

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Axe Deodorant Body Spray was targeted for Men but commercials and ads appealed tothe teenage boys and now the Middle School hallways smell ofAXE! Not only did Iwitness this first hand, my friend; the Algebra Teacher confirmed. Teenage boys acrossAmerica are in love with AXE Body Spray, My 13 year old son included.

He loves Axe. He uses the AXE deodorant, body wash and body spray. He applies itliberally and it all but gags me out of house and home. The scent is STRONG.Overwhelmingly strong. In defense of AXE, it does cover up the teenage boy sportssweat smell quite well.

- Crystal Bush (Mother of a teenage son)

I have tried most of the fragrances and not all of them are good, but I try it because I likethe brand. That is the power of brand

- Harish B (analyst & customer)

8. Segmentation

It is geographically classified across national boundaries like France, United States, andIndia, countries of Latin America, Asia and Europe. Further, it is classified within thenational boundaries according to states. Then finally into urban and rural areas.

The market is divided demographically, that is, male and female.

Further, it is classified into age groups like 16 yrs and below, 16 25yrs. & 25yrs. andabove.

9. Targeting

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. It targets all 'Young at heart"naughty guys -pre-adolescent boys to aging men, from college students to corporateexecutive on the go.

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10. Positioning & Branding

The master brand mission is 'giving guys the edge in the mating game'.

The brand has its brand values of Cool, Fashionable and Stylish. And world over, thebrand sticks to its core values. The biggest strength of this brand is the underlyingmessage or the DNA which is that the brand users are high on Confidence and always forthe Axe users, Girls Makes the First Move. The biggest competitive advantage of thisbrand is its complete monopoly over this brand proposition. All its campaignsrevolve round this central theme of Seduction where Girl makes the first move.It has lot of subliminal implications. The brand assumes that Men want (Likes) to beseduced. 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.

Moreover, its parent company is Unilever, which has a strong position in the fastmoving consumer goods global market.

11. Marketing Strategies Creative Strategy

Developing the Right Positioning for Axe

Instinctively, they gravitated to leveraging their fragrance credentials. The fragrancemessage had worked brilliantly for the body spray, proving to be a plausible, credibleconduit to attracting the ladies.

Media Strategy

Dirty Media

Media needed to ensure Axes 'dirty message' reached a mass audience, andcontinued to surprise and delight guys, hitting them when they least expected it. A'dirty media' strategy was devised to amplify the brands dirty messaging. The companywanted to hit guys as best as they could when they were either having 'dirty thoughts' orindeed doing 'dirty things'.

Mass Media

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Placement of the TV advertising includingBaywatch,Blind Date,Laguna Beach,MySuper Sweet 16,Next, The Real World, andAqua Teen Hunger Force. MoviePlacement inAmerican Pie 3 and the Hot Chick. Print steered the creative to dirtier babeladen titles such asPlayboy magazine,FHM, StuffandMaxim.

Television

When Unilever first launched Axe in the U.S. in 2002 -- at a stroke inventing a wholenew male grooming subcategory called body spray -- it relied more heavily on television.The first ads were certainly sufficiently racy to catch young guys' attention: Theyshowed beautiful women ravishing store mannequins that had been sprayed with Axe.Unilever also deployed Axe Angels -- girl-next-door types who roamed store aisles liftingmen's shirts and spraying them with Axe.

Bom Chic A Wah Wah

A new campaign for Axe body sprays which replaces the Axe Effect. The spots in thiscampaign again show women taken out of their normal routine by the effects of Axebody spray. In one execution, a woman is preparing for a date with her man but when

She arrives at the restaurant she is distracted by waiter carrying bread. She bursts outwith the phrase Bom Chic A Wah Wah while undulating. Then she catches herself and

looks embarrassed. A second execution has a woman teaching English to a group offoreign students when a teenager enters and she repeats the Bom Chic A Wah Wah andshimmy which the foreign students repeat.

Others

NewspaperConsumer MagazinePoint of Purchase

Public Relations

Unilever spent $31 million on Axe from August 2002 through this August, perTNS/CMR. A noteworthy consumer promo includes the Axe mannequin it named"Quinn," who gets dragged to events like the VH1 awards show and other venuesattracting young guys (Quinn first started appearing in TV ads as having so muchcharisma after being dosed with Axe, women can't keep their hands off of him). Unilever

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also spent a lot of time building partnerships with under the radar young guy Web siteslike Liquidgeneration.com, and College TV.

Axe Launch in Canada

The Axe account team at Edelman PR in Toronto and Montreal co-ordinated theMontreal leg of the tour with Montreal's Segal Promotions. They threw a huge streetparty at Crescent and De Maisonneuve streets from 7-11 p.m. on Nov. 30,2002. Canadianacts Treble Charger, the Rascalz and Montreal hip-hop rhymster Spek played free to anaudience that Edelman senior account co-ordinator Patty Chung estimated at 10,000 innumber. Quebec emcee Caroline Neron hosted the night and played interactive gameswith the audience.

"We'll actually have Axe Angels and they'll be giving out samples," said Chung shortly

before the event. "That's a big initiative of Axe - to actually get it in the hands of theconsumer. We're not spraying it in the air. We give out samples at the end so people don'tgo spraying six different scents in everyone's face."

Interactive/Online

As Facebook and MySpace have grabbed media attention. MySpace has 59 millionunique users, it offers advertisers targeting capabilities. Axe and many other trendy youthbrands, such as have taken notice of both the numbers and the targeting. Axe has its adsflash on the webpage when the user is online.

Online, Axe bought banners in Sports Illustratedat a time that their swim suit edition ofthe magazine was running and ran a unique insert in SI Swimsuit Issue.The cool web initiatives of this brand :Axe- feather

Axe Effect

Axe Phenomenonand also a blog called Evan and Gareth

Other Supporting Communications ProgramsAdditionally, Axe dominated the time and place where guys are dirtiest: Spring break.Axe effectively owned two of the largest spring break destinations for college guys in the

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country. Media bought at spring break included bar posters, hotel shower curtains, hotelmirror clings, floor stickers in hotel lobbies, cups in bars, barnapkins, elevator wraps, beach posters and bus wraps.

Retail Marketing in-store events

Another low-cost Axe innovation is retail placement. At Unilever's suggestion, massoutlets with greater space flexibility, including Wal-Mart and Target, have spread Axebeyond the deodorant section, placing it in manly aisles like automotive and electronics.

Sampling on university campusSampling handouts in cinemaHealth Clubs

Digital Media Strategy

Unilever started out allotting roughly 60 percent of its advertising budget to television,but it has since winnowed that down to about 30 percent, pouring more money intooffbeat alternatives. "If my guy is spending 12 hours a week playing games and ninehours watching TV, I have to go to videogames," marketing director Kevin George

explains.

The streaming videos plus downloads from www.theaxeffect.com to cell phones andSony PlayStations this summer, a video game, blogs, and chatrooms are all helping Axekeep its position as the top-selling male body spray,with 80% of the market.

It targets young men and they are a uniquely challenging demographic for a marketeer.They attract a huge amount of attention from other brands, yet their active lifestyle andlove of new technology means they are rarely at home sitting in front of the televisionwaiting to see your ads.

Therefore, Unilever and their ad agencies are downgrading the importance of the 30-

second TV spot. Unilever believes that if it can create compelling entertainment on theNet and in game venues where guys spend time, it can foster brand loyalty. "This is allabout going beyond the 30-second TV commercial to create a deeper bond with our

guy," says Unilever Marketing Director Kevin George

There's a series of short videos on EvanandGareth.com, which follows two regular guysas they try to pick up chicks.Unilever is counting on the evanandgareth.com video blogto keep the buzz going. The consumer-goods giant enlisted Conductor, a Santa Monica

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(Calif.) marketing firm that promoted the Spiderman films, to help launch the site inApril, 2005.

On May 18 an online video game called Mojo Master appeared; players couldtest their moves on virtual vixens using their home PCs.

The result of all this Axe wielding?

Besides the commanding market share lead, Mike Bloom, senior vice-president fordrugstore chain CVS Corp., says he has never seen such an explosive launch in thedeodorant aisle, nor a product that drove as many young men to those shelves. "They'rebuying two to three cans at once," says Bloom.

Mobile networks provide access to a group of young consumers who dont spend muchtime online. According to Juniper Research, the number of users of mobile chat and

dating services worldwide is expected to rise from 40 million in 2007 to 260 million in

2012, with revenue expected to exceed $1 billion in 2010.Axe has taken notice of boththe numbers and the targeting.

Unilevers Axe brand wanted to target 18-24 year-old males on a dating-oriented mobilesocial network to its extend,a new online mini-film was made.The spoofy five-minutevideo, The Axe Vice Naughty to Nice Program, about sex-hungry women, wascreated by Bartle Bogle Hagerty and appears on Axes Web site.

The company worked with AirG and mobile agency Ad Infuse (with input from BBH andmedia agency MindShare) to develop a seven-week banner and video-sharing campaignthat offers members of the 4-million-strong Hookt network free teaser versions of thevideo to share with friends. The mobile campaign was unveiled at the end of September,2007.

Why did the brand opt for the mobile platform on a social network?

Axes strategy is based on going beyond TV, print and the PC to find additional

consumers who would enjoy the video and bond with the brands personality. Axefound mobile social networks could target customers that online networks couldnt,offering a new level of personalization.

We know our audience of young guys is mobile phone super-users who use phones

not only for communication, but also entertainment, so we thought this could be a

fun way to introduce them to their new vice video, says Sam Chadha, director of

antiperspirants at Unilever. Digital media in general, including mobile

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Social networks provide a fun area to play where we can create unique and

surprising experiences for our guy, he adds.

In the Axe social mobile campaign, banner ads showing the logo and images of a

naughty girl appear at the bottom quarter of the phones screen only if the users profilesays he is male, aged 18-24 and has a phone with video capabilities. The banner asks themember to sign up to receive five 30-second clips from the Axe video (one each week).Once the member provides his phone number and clicks the signup button, he gets a full-screen picture from the video, a message that his first clip has been sent to his e-mail andthe option to send the clip to other network members. Each user interaction is tracked,says Trevor Hamilton, director of national advertising sales at Ad Infuse

Industry surveys suggest that Axe is a pioneer among advertisers that are studying

how to use mobile social networks. Whatever the next stage of the Axe strategy is,

look for it on the Internet and on cell phones, not on television.

Strategy for India

Axe deo was launched in India during 1999. The brand launch was very quiet andtheoretically the brand was having the strategy of Slow Skimming i.e High Price LowPromotion.

Axe at that time was the leading men's deo brand in Europe and was popular in India inthe Grey market ( available in duty paid shops) .HLL may have launched this brandinspired by the volume of Axe sold in the Grey market. At that time, the deo marketwas a nascent one with an estimated market size of Rs 72 crore. HLL had the brandsDenim and Rexona and was ruling the market. Axe was priced at a premium above theDenim brand which was positioned as a male deo brand.

Axe initially was launched in the fragrance Java, Alaska and Atlantic. HLL did notbother to fine tune its Promotional mix to Indian market but just imported the

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

Europe and other markets. At that time, the product was also imported from Europe.And IT CLICKED.... rest as they say is History...

Axe in 2002 was having a market share of over 35% and soon HLL phased out Denimbrand to concentrate on this Star.

The biggest competitive advantage of this brand is its complete monopoly over thisbrand proposition. All its campaigns revolve round this central theme of Seductionwhere Girl makes the first move. That feeling (of being seduced) gives a big boost of

self confidence to a man.

A lot of ads where girls are seen drooling over Hunks in Motorcycle or in Ready-mades,or even in Innerwears, but in most of the Axe ads, there are no Hunks, only veryordinary or even skinny kind of people getting assaulted by beautiful girls. Thatmakes the brand more approachable. Had Axe used a Hunk, the promotions couldn't havebeen so effective. The brand managers were so wise that when they used a celebrity likeBen Affleck, they ensured that the brand is made approachable.

Having said that, the males seen in Axe commercials are not Losers: the ads arecareful to show them as confident (in one way or other) or a better term will be self

assured. That is ultimate execution.The power of this Big Idea has ensured that Indian consumers lap up the foreigncommercials without any hitch. There has not been any India centric ad for Axeespecially in Television and Indian consumers are not complaining either.

Along with these, the brand also ensured that customers are constantly engaged with newfragrances and campaigns. In 2005, Axe had a high profile launch of its new fragranceCLICK and before that there was Axe Land campaign and followed by Axe-Academythen Axe Voodoo and the latest one Phenomenon.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 Landwhich involved a virtual trip to the Axe world.

Not only the brand uses TVCs to its advantage, the print ads of Axe won several

accolades in various ad events. The creatives run along with the kind of flexibility thatthey get from the positioning. Besides Print, the brand also uses outdoors to its maximumimpact. Axe is a classic example of 360 degree branding effort.

One of the reports term the marketing strategy of Axe as "Adventurous Marketing".That is true because its risky because the brand deals with Girls & Seduction. Notalways every one may like the theme or the campaigns.

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In India especially there are self styled Cultural Policemen/Women who cries foul foranything and everything. It is really surprising that so far, Axe has escaped their AXE.That also shows that the ad agency is also careful about the concepts put across the Indianmedia.

While in a more liberal markets, Axe tests new levels of " Adventures" , here the brandplays really safe. It also ensures the campaigns run in Indian media are accepted becausemost often its the entire family who watches the TV.

Whatever the medium, the idea is the same. Says George, "Guys think about three

things: Girls, girls, and girls."

12. Brand Format & Extensions

Brand Format

Although Axe's lead product is the fragranced aerosol deodorant body spray, other

formats of the brand exist. Within underarm care the following are available: Deodorantaerosol body spray, Deodorant stick, Deodorant roll-on, AntiFAT aerosol spray (AxeDry), and Antiperspirant stick (Axe Dry).

In 2009 the brand launched an 8-centimeter container called the Lynx Bullet. It isintended to be portable so that it can be carried in the pocket and used whenever andwherever needed.

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Axe Shower Gels

Brand Extensions

The brand has also extended into other areas such as shower gels, aftershaves and Eau deToilette,skin care,shampoo and hairstyling products.

Axe is the Number One Male Shower Brand in the Unites States

Failed extensions include Barbershop and razors.

13. Marketing Mix

It has an iconic status in whichever market it has entered. It is also one of the rare brandswhich can boast of replicating its entire marketing mix across geographical boundaries.The campaigns that you see in India is what the entire world is watching. For those whopropound Glocalisation , AXE is an exception.

Product

Features

http://en.wikipedia.org/wiki/Shower_gelhttp://en.wikipedia.org/wiki/Aftershavehttp://en.wikipedia.org/wiki/Perfumehttp://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/Shower_gelhttp://en.wikipedia.org/wiki/Aftershavehttp://en.wikipedia.org/wiki/Perfumehttp://en.wikipedia.org/wiki/Perfumehttp://en.wikipedia.org/wiki/Skin_carehttp://en.wikipedia.org/wiki/Shampoohttp://en.wikipedia.org/wiki/Hairstyling_product

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Axe deodorant body sprays cater exclusively for men. Priced at a premium and promisingto give guys an 'edge in the mating game'

It provides long lasting protection through a new effective deodorant system. CFC free.The active formula of Axe Deodorant gives you continuous, effective protection against

perspiration odors during the whole day.

Offered in different varieties, the fragrance options vary from soft to vibrant and sensorystimulating. With the unique fragrance combination, the deodorant spray is offered as analternative to cologne without the impact of a cheap smelling odor.

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

Provided in a variety of scents, AXE Body Sprays are not hypo-allergenic. As a result,

individuals with sensitive skin types or sensitive to smell may not benefit from the use ofthe AXE Body Sprays.

Variants

Axe delivers regular innovation, keeping the offering fresh and contemporary.

From its launch, the yearly fragrance variant of Axe has played a key part in the successof 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 ofthe odor of the fragrance inside and included Musk, Spice, Amber, Marine andOriental.

From 1990 until 1996 geographic names were used such as Africa, 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 perfumer, Anne Gottlieb, todevelop the fragrances to launch variants such as Dimension, Apollo, Voodoo, Gravityand Phoenix.

From 2003 Axe advertisements showed clever ways they helped men get women. In 2003the Pulse fragrance showed how it gave geeky men the confidence to dance to getwomen. This was followed by Touch, Unlimited, and Cylix and in 2007; Vice [wasmarketed on a theme of making "nice" women become "naughty".

In 2008 a different direction was taken when a chocolate scented body spray, DarkTemptation, was released.

http://en.wikipedia.org/wiki/Muskhttp://en.wikipedia.org/wiki/Amberhttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Alaskahttp://en.wikipedia.org/wiki/Javahttp://en.wikipedia.org/wiki/Nevadahttp://en.wikipedia.org/wiki/Incahttp://en.wikipedia.org/wiki/Calvin_Kleinhttp://en.wikipedia.org/wiki/Muskhttp://en.wikipedia.org/wiki/Amberhttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Alaskahttp://en.wikipedia.org/wiki/Javahttp://en.wikipedia.org/wiki/Nevadahttp://en.wikipedia.org/wiki/Incahttp://en.wikipedia.org/wiki/Calvin_Klein

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Axe yearly variant chronology

Axe's list of yearly body-spray variants is as follows. This list does not include limitededition or short lived variants, as these are listed in a following table.

Year Variant Name Description Notes

1983 Amber, Musk,Spice

Variant name is adescription of fragrance

inside.

The first three variants thatAxe launched with in France.

1985 Amber, Musk (Moschus inGermany), Spice

Variant name is adescription of fragranceinside.

In this year these threevariants were used to launchthe brand in UK.Musk is stillavailable in France andGermany

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1987 Oriental Variant name is adescription of fragranceinside.

This was the first 'new' variantthat Axe launched and starteda strategy of a yearly newvariants

1989 Marine Variant name is a

description of fragranceinside.

Still available in Austria,

France, Belgium, and Spainonly

1990 Tempest Discontinued

1991 Mirage Discontinued

1992 Nevada Variant name is takenfrom a geography

Discontinued

1993 Java Variant name is takenfrom a geography

Discontinued

1994 Alaska Variant name is takenfrom a geography

Discontinued- Still Availablein Germany

1995 Africa Variant name is takenfrom a geography

Africa has consistently beenthe biggest variant in UK andstill is in 2009

1996 Inca A warm spicy fragrance. Discontinued

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1997 Atlantis An abstract variant Discontinued

1998 Apollo An abstract variant Named after the Greek god

1999 Voodoo An abstract variant Caused some controversywith Christian groups whoobjected to the use ofblack magic imagery

2000 Phoenix An abstract variant The name references themyth of the Phoenix

2001 Gravity An abstract variant The advertising featured aman falling to earth

2002 Dimension Apollo,Kilo, Orion,

An abstract variant Inspired by the Sony's PS2Third Place advertisingwhich is also targeted atyoung men

2002 Phoenix, Tsunami,Voodoo

Axe launches in U.S. This is the line up thatAxe launched with in U.S.

2003 Pulse A European variantsuggests that it givesgeeks added confidenceso they can pull off crazydance moves to impressgirls and be irresistible.

Used the "Make Luv"dance track which reachednumber 1 in UK.

2003 Essence This US variant wasabout Man, part good -part bad, and has anangel/demon icon.

Used TV advertising thatshowed two sides to aman's relationship withwomen

2004 Touch Touch is all about getting

women so excited theyget turned on just bylooking at a man who iswearing this scent.

The TV advert features

women getting more andmore turned on

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Year Variant Name Description Notes

2005 Unlimited Unlimited is all about Chinaand kungfu and doingunlimited stunts to get girls

Mimics the CrouchingTiger Hidden DragonChinese kungfu film

2006 Click or Clix This variant makes men soattractive to women they will

need a clicker to keep score ofthe number of women whocheck them out

Uses Nick Lachey in theadvertising who is out-

scored by a hotel workerwho wears Clix. Axe gaveaway free clickers topromote the scent. Thelynx version uses BenAffleck in the advertisinginstead of Nick Lachey.

2007 Vice The Vice variant claims that itwill turn 'nice girls naughty'thanks to the forbidden fruitsin the fragrance. The phrase

"virgo in flagrante delicto" isprinted in mirrored text on thespray, body wash, anddeodorant stick.

Uses a Morgan Freemanlook-a-like in theadvertising that mimics thestyle of a crime film.

2008 DarkTemptation

A chocolate smelling fragrancethat implies that becausewomen like chocolate, theywill find men who smell ofchocolate irresistible.

Advertising features a manwho turns into chocolatewhen he sprays himselfwith Axe. He then goes onto be eaten by a series ofwomen.

2009 Instinct

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Axe Limited Edition chronology

Axe also launches limited edition variants from time to time that may be on sale for a fewmonths or over a year.

Axe Limited Edition: AXE 3

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Packaging

Year Limited EditionName

Description Notes

2007 3 A pack of two cans of Axe. One is called 1,the other is called 2.Both should besprayed together tomake a new smell

Spraying 2 canstogether costs two timesas much money

2007 Recover A burst of invigorating citrusnotes on a cleanmasculine woodybackground!

One of the 3 scentsreleased byAXE/LYNX underLIMITED EDITION.

2007 Shock Prepare yourself withthe cooling effects ofAXE Shock showergel with glacier waterand deep sea mint

One of the 3 scentsreleased byAXE/LYNX underLIMITED EDITION

2007 Boost Combines volcanic

stone extract withother naturalcleaners.

One of the 3 scents

released byAXE/LYNX underLIMITED EDITION

2008 DRY Sharp Focus A 'stimulating' mintsmelling fragranceallowing the wearerto stay focused andget the girl. An anti-perspirant, notavailable as body-spray.

Advertising features aman that stays focusedwhen he sprays himselfwith Axe.

2008 Fever Makes you the life of the party and ready toSamba

A fragrance infusedwith Brazilian hot mudand red dragon fruitextract.

2009 Proximity: Amber,Bergamot, Vetiver

3 scents under theProximity name.Lighter, moresophisticatedfragrances targeted atless juvenile men.Retails higher thanregular Axe range.

Retails higher thanregular Axe range. Usesthe marketing tagline,'Discover the seductivepower ofunderstatement'.

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The axe deodorant is contained in stylish bottle. Its the primary container of the axe;there is no secondary package for the axe deodorant.

Axe uses a black can for its product that aims to signify masculinity and make men

feel comfortable buying fragrances.

Axe is incredibly convenient to say the least. The newest version of the bottle of Axefeatures a twist top. The new top manages to eliminate any "accidental spraying.Because of this new feature, the bottle can be easily thrown, without care, into a gym bagto offer

The best fragrance option for those who are active. The metal of the Axe bottle preventsthe bottle from breaking.

Growing Use of packaging as marketing tool;

1. Self service2. Consumer affluence: consumer is now willing to pay a little more for

convenience, appearance and prestige of better packages.3. Company & Brand Image: Instant Recognition4. Innovation Opportunity

Labeling

On the bottle of the axe there is really stylish printing, stylish cap. All the informationabout the axe deodorant, the net volume, price, manufacture date and the variant areprinted on the bottle.

Pricing

Axe is priced at a premium.

Much less expensive than cologne purchases, the AXE Body Spray offers the budget

conscious consumer an opportunity for not only convenient hygiene but also an

avenue for saving money in cologne purchases.

The price of all the variants of Axe is same. All the variants of AXE are in the samerange, they just have different fragrance and flavor

AXE DARK TEMPTATION Rs.150, net contain 150ml/96gAXE RECOVER- Rs.-150, net contain 150ml/96g

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AXE AFRICA-Rs-150, net contain 150ml/96g

Promotion and advertising

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

know, women cant resist ANYONE wearing those great fragrances!

Axe gets naughty with its soft-core promotion

Soft-core porn has nothing on Axe body spray for men. Unilever's Axe took the men'sgrooming world by storm in 2002 and almost single-handedly created a new product -body spray - by focusing on a typical young guy's fantasy: that a single whiff will arouseattractive young women who subsequently won't be able to keep their hands off of him.Exaggerated humor makes the message campy, without diluting the core message.

In the spring of 2007, as the competition for young men's grooming dollars got stiffer,Axe revamped its product packaging and launched an umbrella TV and online campaignsporting the tag "Bom Chicka Wah Wah" - '70s-porn slang for a sexual encounter. In theads, aroused women exclaimed the phrase to young grocery clerks, waiters and other menthey didn't know. But by then, the ads for Old Spice and other rivals were starting to copyAxe's frat-boy approach.

As a result, when it came time to introduce its new Vice line body spray, deodorant andshower gel, Axe sought to assert its position as an innovator.

Commercial Review Assignment

Axe

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The ad attracts people with its humor. The ad shows that if you use Axe then there willbe seven Snow Whites instead of Seven Dwarfs, and all of the snow whites will beattracted 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

then just a deodorant.

Axe

Yet another Axe deodorant ad that can be said is depicting women. Its not that peoplereally believe that using ads will get girls all over you, but its just that they presented thead using humor, and made something that attracts people very easily.

"Our goal was to drive sales of Axe Vice products to 18-24-year-old men, to build buzzand to weave the Axe brand into the culture," says Sam Chadha, Unilever director ofantiperspirants and deodorants.

Working on the Axe brand that targets young men requires a very different approachfrom that seen in the rest of Unilever. For this reason several yearsago when the brand became truly global and was centralised in London, the newlyappointed global brand director introduced the Red Pill Philosophy.Paying homage to the film The Matrix, featuring Keanu Reeves and Laurence Fishburne,he offered the Axe Team two possibilities.You take the blue pill, the story ends and you wake up safely in your bed

Or you take the red pill and you let go of the safety ropes.

Everyone who worked on the brand embraced the opportunity to take the red pill in orderto follow the exciting road less travelled and take more risks.

Essentially the Red Pill philosophy means that:1. The brand leads and does not follow.2. We are adventurous, but not irresponsible.

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3. We trust our gut.

Unilever attributes Axes success to its tightly focused promotional efforts

dramatizing Boy gets Girl benefits resulting from product usage. Axe received

Clios 2006 Advertiser of the Year Award for its creative leadership; with its edgy

individual commercials receiving numerous creative prizes--including 10 Cannes

Lions.

Axe marketing emphasizes on-line promotionsweb sites, instant messaging,

blogs, and games. Additionally, Axe campaigns frequently involve collaborative

promotions and orchestrated events carefully targeting adolescents and youngadults.

Taken together, Unilevers highly innovative and imaginative promotional efforts

have generated a distinct high profile Axe image, while furthering brand equity.

Moreover, Axes promotions have contributed to extensive--positive and negative

press coverage and word-of-mouth communication both within and beyond its

target market.

Place

Axes Global Presence

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Distributors are in better contact with customers than the company.Wholesale distributors reported that Axe body spray led the men's grooming category in2007. Nearly half of the top-10 best-selling deodorant brands for Imperial Distributorswere Axe items, led by the body sprays, according to Al Jones, senior vice president ofprocurement at the company, which serves the eastern U.S.

According to Unilever, the Indian model is a cushion against recession. It will continue togrow. The first thing Unilever did was to strengthen their three R&D centres, includingthe ones in Bangalore and Shanghai. They are emphasizing on research in this part of theworld. Research plays a key role, as Unilever is driven by innovation. It does not seeanything missing in terms of quality or innovation (in its Indian operations). WhatUnilever is now trying to do is to have a better organisation and structure so that they canmake bigger innovations here for faster expansion around the world. For example, itlaunched the Axe Chocolate deo in 52 countries simultaneously.

Axe is available at the retail stores, chemists, supermarkets, malls for easy reach of thecustomers.

Axe has increased sales worldwide by successfully expanding distribution into onecountry after another; while the strategically timed introduction of new fragrances hasincreased overall market share.

14. Sustaining Growth

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Axe global market share

Country Launch year2006 deodorant

share (%)Source

India 1999 28.6 AC

Nielsen

India 1999 28.6 AC

Nielsen

India 1999 28.6 AC

Nielsen

India 1999 28.6 AC

NielsenArgentina 1986 20.2 IRI

UK 1985 19.5 IRI

US 2002 13.5 AC Nielsen

Axe has increased sales worldwide by successfully expanding distribution over

countries while the strategically timed introduction of new fragrances has increased

its overall market share.

Notwithstanding, competition from global marketers, i.e., Procter & Gamble, as

well as from regional producers either promoting their own brand and/or supplying

private label retailer brands remains intense.

As the market matures, Unilever must now address new market opportunities--

Specifically ethnic multi-cultural markets located throughout the world--where it

can realize incremental sales.

Thank You

Bibliography

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ibnlive.in.com/news/ axe s-chocolate- deo -ad-raises-stink-with-govt/71879-3-1.html

en.wikipedia.org/wiki/ Axe (Lynx)

www.mouthshut.com/review/ Axe _Body_ Deo derant-40005-1.html

www.rateitall.com/i-839843- axe - deodorant -body-spray -for-men-recovery.aspx

www.scribd .com/doc/13893242/The- Axe -Effect

www.iaaglobal.org/file.ashx?fid=08eff0a5-b79e-4e09-9824-4b3948190f63

JAM & JLT Magazine

http://www.theindiastreet.com/2008/11/the-battle-of-the-deodorants.htmlhttp://www.mouthshut.com/review/Axe_Body_Deoderant-40005-1.htmlhttp://www.rateitall.com/i-839843-axe-deodorant-body-spray-for-men-recovery.aspxhttp://www.rateitall.com/i-839843-axe-deodorant-body-spray-for-men-recovery.aspxhttp://www.rateitall.com/i-839843-axe-deodorant-body-spray-for-men-recovery.aspxhttp://www.scribd.com/doc/13893242/The-Axe-Effecthttp://www.scribd.com/doc/13893242/The-Axe-Effecthttp://www.theindiastreet.com/2008/11/the-battle-of-the-deodorants.htmlhttp://www.mouthshut.com/review/Axe_Body_Deoderant-40005-1.htmlhttp://www.rateitall.com/i-839843-axe-deodorant-body-spray-for-men-recovery.aspxhttp://www.scribd.com/doc/13893242/The-Axe-Effect