Documente Academic
Documente Profesional
Documente Cultură
On
dfd
Submitted by
Shalini Negi
Monica Dimri
Pradeep Tripathi
CONTENTS
Hindustan Unilever was recently rated among the top four companies globally in the
list of Global Top Companies for Leaders by a study sponsored by Hewitt
Associates, in partnership with Fortune magazine and the RBL Group. The company
was ranked number one in the Asia-Pacific region and in India.
The mission that inspires HUL's more than 15,000 employees, including over 1,400
managers, is to add vitality to life". The company meets every day needs for
nutrition, hygiene, and personal care, with brands that help people feel good, look
good and get more out of life. It is a mission HUL shares with its parent company,
Unilever, which holds about 52 % of the equity.
HULs brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sunsilk,
Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna,
Kwality-Walls - are household names across the country and span many categories
- soaps, detergents, personal products, tea, coffee, branded staples, ice cream and
culinary products. They are manufactured in over 35 factories, several of them in
backward areas of the country. The operations involve over 2,000 suppliers and
associates. HUL's distribution network covers 6.3 million retail outlets including
direct reach to over 1 million.
AXE
AXE is a cool, iconic, youth brand available in more than 60 countries around the
world. It was launched in India in 1999 and has already become the largest selling
Male Deodorant in India. Apart from the deodorants, Axe also provides a grooming
range for the young Indian male, viz. Shaving Gel, Foam, After-Shave lotion, and
Cologne Talc.
Axe deo was launched in India during 1999. The brand launch was very quiet and
theoretically the brand was having the strategy of Slow Skimming i.e High Price
Low Promotion. Axe at that time was the leading men's deo brand in Europe and
was popular in India in the Grey market ( available in duty paid shops) .HLL may
have launched this brand inspired by the volume of Axe sold in the Grey market.
At that time, the deo market was a nascent one with an estimated market size of Rs
72 crore. 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
deo brand.
Axe initially was launched in the fragrance Java, Alaska and Atlantic. HLL did not
bother to fine tune its Promotional mix to Indian market but just imported the
promotions.... Meaning, the company just ran the ads which was popular in the
Europe and other markets.
AXE PRODUCT RANGE- AXE also has a some good product range for it`s
customers which includes-
AXE Deodorants- Axe inxtinct, Axe Dark Temptation, Axe Pulse, Axe Denim, Axe
Click, Axe Touch, Axe summer, Axe Dimension
AXE Shaving Gel, AXE Cologne Talc, AXE after Shower Gel
AXE After Shave Lotion- Axe Inxtinct, Dark temptation, Axe Pulse, Axe Denim
COMPETITORS FOR AXE IN EACH
PRODUCT CATEGORY
DEODORANTS- Nike, Park Avenue, Adidas, Set Wet Zatak, Wild Stone
SHAVING GEL- Park Avenue Men, Gillette, Dettol, Old Spice, Palmolive, etc
AFTER SHAVE LOTION- Gillette, Park Avenue Men, Denim, Palmolive, Old
Spice, etc.
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 Interepublic 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 roster
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.
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.
OBJECTIVES FOR AXE
1 2
Informative Affective
High The Thinker The Feeler
Involvement (AXE EFFECT)
3 4
Low Habit formation Self Satisfaction
Involvement The Doer The Reactor
The Axe Body Spray advertisement shows an average-looking guy being pawned
over by multitudes of gorgeous girls. The guy keeps on spraying Axe all over his
body and while hes doing this, girls from everywhere are clamoring to get close to
him. He has on his face an expression of utter bliss, while the girls have the looks of
pure longing. This advertisement is just one of the many in Axes marketing
campaign that portrays Axe products as powerful tools to attract women.
The entire campaign differs in the scenario presented but all convey the same
message.
The execution methods used for this advertisement are: fantasy and mood or image.
Fantasy was clearly employed in Axes commercial. It 's a presumption that man is
always thinking of the opposite and what it is like to be a chick-magnet. Capitalizing
on that need , Axe has came up with a body spray that it is marketing as the perfect
answer to a man 's ultimate desire . What the advertisement is telling the male
audience is that through Axe Body Spray, a man does not need to look like Brad Pitt
to have gorgeous women fight over him. Axe has the solution to that Related to that
marketing pitch is the mood or image that Axe could improve or enhance. Should
women smell Axe on a males body, their mood would change and theyll be
spellbound to the man wearing the spray .The advertisement also touches on image
because it aims to boost a mans confidence when wearing the body spray, because
advertisements have powerful effect on the subconscious, the man wearing Axe
Body Spray would start to believe that he has become better looking than his average
self and would start behaving with more confidence.
Axe has got every thing perfect for its success, it got its segments correct, the
targeting was exemplary and positioning: something to drool for.
We have seen 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 very ordinary or even skinny kind of people getting assaulted by
beautiful girls. That makes the brand more approachable. Had Axe used a Hunk, the
promotions couldn't have been so effective. The brand managers were so wise that
when they used a celebrity like Ben Affleck, they ensured that the brand is made
approachable.
Having said that, The males seen in Axe commercials are not losers: the ads are
careful 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 foreign
commercials without any hitch.
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 the latest one Phenomenon. I have tried
most of the fragrances and not all of them are good, but I try it because I like the
brand. That is the power of brand.
Axe is one of the rare brands that has 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. Globally also this brand has lot of
online initiatives which are almost always naughty.
DESIGNING COMMUNICATION-
Key Message- The Axe effect- Get you more than before. The advertisements used
by AXE involves simple messages which is easy to understand
Humor: Its the highly affective method of communication as it takes the little time
to take the message across easily .
WORD
ADVERTISING
SALES OF MOUTH
PROMOTION
AXE
INTERACTIVE
EVENTS AND
MARKETING
EXPERIENCES
High Brand Equity the AXE effect is a well known phrase amongst men
As compared to other imported Deodorants and Perfumes, AXE enjoys the strong
distribution of Hindustan Unilever in India
In India, the Marketing team doesnt have the added responsibility of making
commercials, hence can focus on other aspects.
WEAKNESSES
Priced on the higher side, AXE is considered as more of a luxury than an item of daily
use.
Based on the customer analysis The Axe Effect does not exist
Chauvinistic Publicity
OPPORTUNITIES
AXE has a strong brand identity to tap into other product lines such as Hair gel, shaving
gel, creams etc. targeted at men
AXE can look to launch smaller SKUs or products like shaving gel for mass market.
THREATS
Other players like Set Wet,Zatak, Wild Stone and other imported deodorants and
perfumes along with local brands.
Dilution of Brand Identity since every competitor has similar concept advertisements.
For AXE:
The pattern for almost all deodorant advertisements is based on sexual innuendo girl
attraction to boy spraying deodorant
AXE advertisements are built on this theme. (Axe especially generally imports its ads and
doesnt do indigenous commercials). ASCI may not allow such advertisements to be aired
sometimes.
ECONOMICAL
Interest rates.
The level of inflation. (this directly affects purchase as well as profit margins as costs increase
and then companies have to decide whether to pass this cost to the consumer or suffer a drop
in margin)
General state of the economy a well to do economy is a good place to have demand
based/luxury products.
For AXE:
AXE is not a need based product but is luxury product.
When economy goes down (inflation rises) then people cut down consumption of luxury
products first.
Priced at around Rs 135 for a 150 ml bottle.
Inflation in India is around 9%
SOCIAL
Considerations:
Dominant religion.
Attitudes towards foreign products and services.
Roles of men and women within society.
Social Norms.
For AXE:
AXE is basically a deodorant the hot and humid climate of most of India makes the use of a
deodorant socially acceptable. However Axe is positioned as a product aiding courtship, or
boys being more attractive to women. The television commercials that convey this message
also sometimes tend towards the unacceptable side.
Indian Culture is fairly conservative, however since the product is targeted towards the
younger generation which is more progressive and more westernized , the product and the
message that it conveys is accepted
Male grooming is an industry booming in India, and the concept of male grooming is
becoming more and more acceptable with products like fairness creams for men no longer a
stigma.
TECHNOLOGICAL
Considerations:
Does technology allow for products and services to be made more cheaply and to a better
standard of quality?
consumers and businesses more innovative products and services such as Internet banking, new
generation mobile telephones, etc?
How is distribution changed by new technologies e.g. books via the Internet, flight tickets,
auctions, etc?
Does technology offer companies a new way to communicate with consumers?
For AXE:
Powders (leave residues), perfumed soaps (dries up skin and makes bathing mandatory) have low
demand.
Unilever is a very big and strong business entity, which cannot be easily influenced or forced in its
decisions by suppliers, as it is not dependent on one supplier. As stated in the case Unilever has no
problem with supply of raw materials as is able to operate in 100 markets with a variety of products
without run short of raw materials.
Indian men have increasingly become conscious about their looks and how they smell, thus there is a
continuous demand from them for different fragrance they use. Therefore Axe has been coming up with
different fragrances which are differentially prices thus catering to the demands from its customers.
Competition (High)
Competition is strong in the deodorant segment, because of each brand establishing a sort of niche
market for itself. Research and development in each company, combined with changing customer
preferences are often influenced by external factors and provide a strong base for the industry.
Masculine fragrances, after all, account for 70 per cent of total deodorant sales in the country.
That explains the flurry of high-voltage campaigns by companies such as Godrej Consumer Products
(GCPL), Henkel, Nivea and Elder Pharma. The Rs 350crore male deodorant market is growing at over 50
per cent per annum.
The reason for this heady growth is that they have become aspirational products, says GCPLs Chief
Operating Officer R K Sinha. GCPL, which has roped in HrithikRoshan to endorse its male deodorant
range, has cornered over 5 per cent market share in a short period. The company is now eyeing the No 2
slot, which is currently occupied by SetWetZatak at 9.1 per cent.
There are other suitors too for that slot. Nivea Mens deodorant, which entered the market at the end of
2007, has already overtaken Park Avenue with close to 9 per cent market share. The growth prompted
two other players to enter this segment earlier this month. While Henkel launched FaMens Extreme
with film actor BipashaBasu as its brand ambassador, Elder Health Care along with VLCC launched Fuel
for Men.
The choice of Basu as Fas most visible face is best explained by VenkatesanDeenadayalan, branch head,
Mudra Chennai, the agency behind the FaMens Extreme campaign. Apart from personal
care/protection etc, young men now use deodorants to attract the opposite sex, he says. CavinKare is
also set to join hands with Paris-based $3.5 billion fragrance products maker, Coty, to establish Adidas
brand personal care products in India.
The market for male deodorants at an average price of Rs 140 per bottle is roughly 21.4 million cans per
annum. And contrary to conventional wisdom, the target audience is not just the urban male. Its
moving beyond the metros down the pop strata rapidly, says Priya Nair, category head, oral care and
deodorants, HUL, the makers of Axe.
http://en.wikipedia.org/wiki/Axe_%28grooming_p
roduct%29
http://www.hul.co.in/brands/personalcarebrands/
Axe.aspx
http://drypen.in/case-studies/axe-deodorants-
axe-call-me-campaign-and-strategic-
communication-challenges.html
http://www.slideshare.net/anafts/plan-marketing-
axe
http://www.business-
standard.com/india/news/can-axe-retain-its-
effect/415654/
http://articles.economictimes.indiatimes.com/200
8-05-28/news/27728088_1_unilever-harish-
manwani-vindi-banga
http://marketingpractice.blogspot.com/2007/07/axe
-axe-effect.html