Brand Axe

1. AXE The AXE Effect - Sachin Dhakrao(148)

2. AGENDA Introduction Product Variants 4P’s SWOT Porter’s 5 Forces

4. Power brand of Unilever

5. Image related brand extensionIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

7. Launched as high price product with low promotion

8. Denim and Rexona – HUL’s major brands

9. 2002 Axe phased out Denim with better market share

10. Indian market penetration 2 - 3%

11. Axe market leader with 25% market share

12. Henkel (Fa, 8.5%)

13. CavinKare (Spinz and Hi5, 7.4%)Source : The Strategist 22 Nov 2010 Introduction 4 P’s Product Variants SWOT Porter’s 5 Forces

14. Product Variants 3 Introduction 4 P’s Product Variants SWOT Porter’s 5 Forces

16. Positioned as Male Deodorantbrand

17. Claims as Cool Iconic youth brand

18. Targets young male (16-25 years olds)

19. Older generation not targeted explicitly but product trickle down to other age groupsIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

21. Product solves an immediate problem

22. Launched as a high price - 250 Rs

23. Skimming strategy current price point ranges between 100-150 Rs

24. Product:

25. Distinctive black metallic exterior and an associative logo

26. Perfect Ergonomics aerosolleakagevirtually impossible

27. Innovatingpackagingdesign

28. Different designs for different variants (Sense of Style, Uniqueness and Up market feel)

29. Brand extension - skin related productsIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

31. Primary tool used by Axe

32. All TV commercials, print ads and billboards try to attract people with humor(IMPULSE related product)

33. Booked cricket slots - related themesIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

35. Engage customers and directly or indirectly raise awareness

36. http://theaxeeffect.com

37. Use of web in relevant web sites, social networking sites - Facebook and Orkut

38. Axe ads 60,000 to 5000,000 views on Youtube (SetwetZatak 1500,Garnier Men 2000)

39. Various campaigns “Call Me”, “AXEfeather” , “AXELand” for an increased customer engagementIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

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

43. Right storytelling element

44. MusicStar campaignIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

46. Own product launches, sponsoring various events like youth festivals, music shows - an opportunity to interact with its target audience

47. NOVEMBER 2008- “Chocolate Month Of The Year”Introduction 4 P’s Product Variants SWOT Porter’s 5 Forces

49. Physical distribution

50. Bombardment of flavours

51. Model retail format

52. More promotions in malls

53. Mode of availability

54. OTC (Over the counter) strategy - Medical storesIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

56. Fame for creative messages

57. Affordable price

58. Wide variety of fragrances

59. Successful and effective advertisement campaigns

60. Strong emotional touch

63. Maintain better standards of quality

65. Copy by the competitors

66. Emerging local players with lesser price

67. Spray emits damages to the environment

68. Price wars by unorganized players Introduction 4 P’s Product Variants SWOT Porter’s 5 Forces

69. Porter’s 5 forces 13 Threat of new Entrants – HIGH Bargaining Power with Supplier – LOW Bargaining Power with Buyer – LOW Competitive Rivalry within Industry – HIGH Threat of Substitutes – MODERATE Introduction 4 P’s Product Variants SWOT Porter’s 5 Forces

71. Introduce new flavours

72. Consider the aspiring class

73. Brand extension

74. Conversion of non users to usersIntroduction 4 P’s Product Variants SWOT Porter’s 5 Forces

75. 15 Thank you

76. Questions 16