axe blast.,

1. Presented by:
•Rushabh Shah
•Ruchika Goyal
•Nirali Doshi
•Abhishek Mazumdar

2. THE AXE EFFECT
 Axe is a brand of male grooming products, owned by Anglo-
Dutch company
 The Axe deodorant was first launched in the year 1983 in France.
 It has been there in the market for the last 26 years and is currently the
best-selling brand of Unilever.
 Axe at that time was the leading men's deodorant brand in Europe and
was popular in India in the Grey market.
 Axe deodorant was launched in India during 1999.
 HUL had the brands Denim and Raxona and was ruling the market. Axe
was priced at a premium above the Denim brand which was positioned
as a male deodorant brand.

3. AXE IN MEDIA
 Axe, the deodorant has Tagline “The Axe Effect”, promoted as the
naughtiest brand in the Indian market.
 The brand is targeted at male aged 16-35. All its campaigns revolve
round this central theme of Seduction where girl makes the first
move.
 The brand assumes that Men like to be seduced and positioned as a
‘weapon of seduction’.

4. OBJECTIVE
• To be a number 1 brand amongst youth and
become a market leader in deodorant
category.

5. TARGETING
• Target will be concentrated on single-segment (male 16-35)
• Targets on Young at heart. Competitive advantage of this brand is its
Complete monopoly over this brand proposition.
• As competition get stiffer, Axe
revamped its product packaging and
launches television and online
campaigns with new product launch.
• Through its ads, it persuades youngsters
mind that using this deo will help to
attract girls, but it is just that we present
the ad using humor and made something that attracts people very
easily.

6. POSITIONING
• The company extensively uses TV ads and conducts many Campaigns.
We will use companies strategies by creating online buzz on social
media platforms.
• The biggest strength of this brand is the underlying message that the
Brand users are High on Confidence and always go for the Axe.
• The brand has started its Internet based marketing
initiative in India with Axe Land which involved a
virtual trip to the Axe world using link
’theaxeeffect.com’.
• Its marketing strategy is always known as
"Adventurous Marketing“ Because this brand deals with girls and
seduction.

7. MEDIA HABITS
• The growth of internet use in India is attracting the focus of global
brands, as well as changing the way national firms market
themselves.
• The changes have been fast, and today to reach upmarket and
professional audiences the internet has to be a core part of the
strategy.
• More people spend more time online in India
every year, and the digital tools and sites they
use play an ever-growing role in their lives.
• Smart marketers keep on top of the scale of
change and ensure their marketing strategies
and touch points mirror where the consumer
is spending their time

8. MEDIA HABITS

9. Promotion Mix
INTEGRATED MASS COMMUNICATION
ADVERTISING
SALES
PROMOTION
PUBLIC
RELATION
INTEREACTIVE
MARKETING
AD
TV AD’S PRINT AD’S

10. ADVERTISING:
To weave the axe brand into the culture the company extensively uses
television advertisements.
1. TV ADVERTISEMENT:-
To promote Axe Blast – Score More we
will create an digital advertisement and
via viral marketing on You Tube we will
spread the awareness of our product.
2. PRINT ADVERTISEMENT:-
To promote Axe Blast – Score More we
will create banners for awareness.
We will also have teasers on regular intervals to
attract the customers.

14. INTERACTIVE MARKETING:
 Dedicated website-www.theaxeeffect.com for promotion.
 Advertisements of AXE Blast – Score More will visible all over the
web in relevant and web social networking sites in terms of Pop up
and road blocks.
 Contest will be run on Facebook to promote the campaign.
 Twitter activities will also generate hype.
GAMES AND MOBILE APPLICATION:
 AXE Blast – Score More games will be launched.
 Axe Blast – Score More mobile applications
for more promotion will be launched.

17. EVENTS AND EXPERIENCES
 AXE will organize “AXE Blast – The Fashion Show” event for its new
product promotion and it follows this strategy worldwide.
 Axe will sponsor a wide range of other shows like MTv Splitsvilla,
Roadies.
PUBLICITY
 “Getting the girl has never been easier,
thanks to the AXE effect”.
 Axe has the right storytelling element that
reinforces the brand's provocative and contrarian
personality.
 It has always projected its products as cool,
fashionable and stylish and we can use this concept on AXE tees and
accessories available on online shopping sites.