Professional Documents
Culture Documents
29-Dec-14
SUBMITTED BY:
Aniruddh Mukerji(13PGP063)
Geeta Hansdah(13PGP079)
Keerthi Kiran
Gautham(13PGP084)
Ravi Kumar Singh(13PGP103)
Sumit Ranjan Seth(13PGP113)
Samkit Jain(12PGP112)
1
AGENDA
Competitive
Analysis
4 Ps & SWOT
of Deodorant
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* Euromonitor
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Impact
Political
Economic
Social
Technological
The R&D costs are not very high. This provides for easy entry of new players
in the deodorant market.
Environmental
Legal
Axe deodorant Court Case Axe was taken to court by a consumer because
he was unable
to attract even a single girl .
INDIAN INSTITUTE OF MANAGEMENT RAIPUR
7
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Age Group
Segment Trends
14 - 17 years
1. Influenced by parents.
2. Curious & explorative
3. No Loyalty.
18 22 years
23 28 years
1. Tend to become loyal towards a particular Axe, Park Avenue, Nivea, Playboy
brand.
2. Try expensive variants.
3. Status seekers.
28 + years
Male
1. Experimenters.
2. Seek attention.
3. Influenced by
advertisements.
Female 1. Generally go by
suggestions of
their peers &
elders.
2. Inclined towards
fruity variants &
long lasting
fragrances.
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Segment Trends
Sporty &
Outdoorsy
1. Anti-perspirant.
2. High on hygiene & bacterial properties.
Sedentary
Heavy
Commuter
1. Anti-perspirant.
2. Long lasting fragrance.
Highly Social
1. Image building.
2. Rich fragrance.
3. Status reflection.
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Competitive Analysis
AXE Deodorants
Market leader
Park Avenue Market
Challenger
Wild Stone Market
Challenger
Cinthol,Set wet Zatak
Market Follower
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LONGLASTING
FACTORS
AXE
WILDSTONE
OLDSPICE
BRUT
ADIDAS
PARKAVENUE
STRONG
FRAGRANCE
ANTI
PRICE
PROMOTION
DOVE
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PLAY BOY
NIVEA
BRAND
FOGG
REXONA
PACKING
PERSPIRANT
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AXE Deodorants
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PLACE
Strong marketing logistics network.
Relies heavily on location and
distribution channels.
In-store communication
Over the counter strategy
Online and offline availability
PRODUCT
Variety : Wide range of fragrances.
Quality : Dermatological testing , has no side effects and
strong fragrance.
Design: Sturdy looks and twisting top, to minimize aerosol
leakage.
Packaging: Distinctive metallic can with custom designed
typography
PROMOTION
360 degree branding effort around
central idea of seduction
Online initiatives
Viral marketing
Extensive use of television advertising.
Interactive marketing
Events and experiences
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PRICE
Cheaper substitutes for expensive colognes and
perfumes.
Priced at around Rs 150
Pricing done considering middle income groups,
helps in gaining market penetration
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Strength
Weakness
Opportunity
Threat
Market Leadership.
Affordable Price.
Wide variety of
fragrances.
Excellent advertising and
branding targeting the
youth.
Good distribution,
Promotions and
campaigns for luring
customers.
HULs strong brand name.
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Positioning
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References
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