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)
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
Axe chocolate
Axe pulse
Axe Apollo
Axe dimension
Axe summer
Axe provoke

Popular Axe Deodorants
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.
Worlds 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 Charlies angel some day.





Q. Why Axe brand is doing so very well or
is a market leader in deodorant market ?
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
MODELS OF CONSUMER
BEHAVIOR
Motivation Process Model
Emotional Model of AXE
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

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
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 dont 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.
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.


SWOT Analysis
Segmentation
MARKET SEGMENTATION
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.
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.
MARKET SEGMENTATION
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
Target Customers
The
Axe
Effect
Socialites
People in
Profession requiring
High degree of
interaction


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
YOUNGSTERS
MALE
ASPIRERS,SEEKERS AND STRIVERS
HIGHLY SOCIAL
CREATES ATTRACTION
OPINION LEADERS FOR AXE
REGULAR TELEVISION VIEWER
SPORTSPERSON
EXTROVERT
FASHIONABLE, STYLISH AND NAUGHTY
OFTEN GROUP LEADER
GROOMING PRODUCT

TRAITS ANDCHARACTERISTICS OF
THE OPINION LEADERS OF AXE
BASIC OBJECTIVE:- ATTENTION FROM
WOMEN

RELEVANCE OF THESE OPINION
LEADERS