Consumer Behavior of Axe deo

1. Consumer Behavior Presentation on
AXE Deodorant
A PPT presentation by Group-9
Devanshu Gupta(PGDM-19 )
Kushagra Anand(PGDM-37)
Lakshmi Warrier(PGDM-38)
Priyojeet Kumar(PGDM-61)
Sakshi Gupta(PGDM-75)
Saurav Singh(PGDM-78)

2. • Brand name of grooming products from a British-
Dutch company Unilever in France.
• Famous for their hot ads and fragrance that attracted
young people to buy the product forcefully.
• Lead product - deodorant body spray.
• Also includes deodorant sticks, roll-ons, aftershaves,
antiperspirant and shower gels.
• Named as Lynx in Australia, US, UK due to conflicts
regarding trademarks.
Introduction

3. • Axe chocolate
• Axe pulse
• Axe Apollo
• Axe dimension
• Axe summer
• Axe provoke
Popular Axe Deodorants

4.  The Axe brand of deodorants is from Hindustan Unilever
Limited and is primarily targeted at 15 to 25 year old people.
 Portrays normal yet cool, trendy and confident looks, a
positioning that is aspirational to the target segment.
 World’s most sexist advertisement campaign.
 The Axe Effect also acts on the confidence levels of the user.
The very act of being associated with the brand serves to
boost the ego.
 Bridges the very gap of user friendliness effectively, and yet
keeps the dream of getting a Charlie’s angel some day.
Q. Why Axe brand is doing so very well or
is a market leader in deodorant market ?

5. Within underarm category
Deodorant aerosol body spray.
Deodorant Stick.
Antiperspirant stick and roll-ons.
Other areas
Shower gels
Shampoo
Hair Styling
Aftershaves
Axe's Product Extension

6. MODELS OF CONSUMER
BEHAVIOR
•Motivation Process Model
•Emotional Model of ‘AXE’

7. • Human needs, wants & desire create tension.
• Humans continually attempt to establish
relationships with others to reduce tensions.
• Needs are suppressed into our consciousness
and they come out in socially acceptable forms.
• The biggest strength of this brand is
the underlying message that the brand users
are high on confidence and for them, girls
makes the first move.
• Axe tries to address this hidden desire of
men present on their sub-conscious level.
Motivation Process Model

8. • Feeling (of being seduced) gives a big boost of self-
confidence to a man.
• The brand has its brand values of cool, fashionable
and stylish.
• The brand sticks to its core values.
• AXE understood emotional, functional and
psychological needs on the basis which they
designed their marketing campaign.
• All its campaigns revolve round this central theme of
Seduction where Girl makes the first move.
Economical Model

9. Consumer Research ‘AXE’
OBJECTIVES FINDINGS
Consumer Buying Behavior Age group of 18-28 is highest
consumer of ‘ axe’.
Axe deo ad is the most appealing.
 Youth believe that choice of deo
brand affects their personality.
 Executive/ Professional don’t use
AXE deodrant.
Consumption Pattern  A person has collection of more than
one variety of deo sprays.
 A person uses at least two 150ml
deo per month.
 Consumer sprays deo more than
one a day.

10. Consumer Research Cont..
OBJECTIVES FINDINGS
Consumer Lifestyle Expenditure on deo is related to
income/pocket money.
User spends 150-300 rupees on
every unit of deo.
Age and occupation determines the
spending capacity of consumer.
Youth moves with trend and AXE
deo is a trend.
Consumer Perception about
‘AXE deodorants’
Axe deo has a strong fragrance.
Packaging is attractive.
Prevents body odor.
Effect of AXE lasts for a day.
AXE deo have no side effects or
allergies.

11. SWOT Analysis

12. Segmentation

13. • GEOGRAPHIC
• Urban
• Semi-Urban
DEMOGRAPHIC
Age group 16 to 35.
Gender Male
Income group Middle&
Upper Middle.
Occupation Students&
Bachelors.
PSYCHOGRAPHIC
Lifestyle Outdoor-oriented
Personality Fashion Oriented
Trendy.
BEHAVIORAL
Occasions Regular
Benefits Quality
Economic.
User status Regular user
Usage rate Medium.

14. • Axe, one of the naughtier brands in India,
is targeted at males aged 16-25. The brand
is positioned in a manner to promote itself
on the underlying message that
• a) Axe users are high on confidence
• (b) women are seduced by Axe users and
hence, they make the first move.

16. AGE GROUP SEX INCOME Gr. LIFESTYLE
AXE 18-22 MALE Aspirers,
seekers
Highly Social
ADIDAS 18-30 MALE Aspirers Sporty and
Outdoorsy
NIVEA 16-26 MALE
FEMALE
Strivers Sedentary
FOGG 17-35 MALE
FEMALE
Global Indians Commuter,
Sedentary
TARGETING

17. Target Customers
The
Axe
Effect
 Socialites
People in
Profession requiring
High degree of
interaction

19. • Axe, one of the naughtier brands in India.
• PODs: Axe users are high on confidence, and women
are seduced by Axe users and hence, they make the
first move.
• Regular guys are seen as getting hit on by girls.
• Axe has had high-profile launches of its new fragrance
CLICK, the Axe Land campaign, Axe-Academy, Axe
Voodoo and Phenomenon.
• So basically Axe deodorant is positioned as a strong,
long lasting, fresh deodorant that breeds inner
confidence to conquer outer situations, for the
everyday man.
Positioning of Axe

20. • YOUNGSTERS
• MALE
• ASPIRERS,SEEKERS AND STRIVERS
• HIGHLY SOCIAL
• CREATES ATTRACTION
OPINION LEADERS FOR AXE

21. • REGULAR TELEVISION VIEWER
• SPORTSPERSON
• EXTROVERT
• FASHIONABLE, STYLISH AND NAUGHTY
• OFTEN GROUP LEADER
• GROOMING PRODUCT
TRAITS ANDCHARACTERISTICS OF
THE OPINION LEADERS OF AXE

22. • BASIC OBJECTIVE:- ATTENTION FROM
WOMEN
RELEVANCE OF THESE OPINION
LEADERS