Post on 08-Apr-2017
transcript
Brand Equity – Axe Deodorants
Presented By:Dipanway Bhabuk
Deodorant MarketIndia - a sub-tropical country. Deodorant is a crucial grooming product. With a current growth rate of 30%, in next 9 years 75% urban citizens and 10% rural citizens would be using deodorant.
Source: Business Standard
SEGMENTATION AND TARGETING OF DEODORANTS
Age Group Segment Trends Brands targeting the segment
15 - 17 years
1. Influenced by parents.2. Curious & explorative3. No Loyalty.
Axe, SetWet, Rexona, Fa, Spinz
18 – 22 years
1. More of an experimenting group.2. Seek attention & want to be
trendy.
Axe, SetWet, Nike, Adidas, Cinthol.
23 – 28 years
1. Tend to become loyal towards a particular brand.
2. Try expensive variants.3. Status seekers.
Axe, Park Avenue, Nivea, Playboy
28 + years 1. High brand loyalty.2. Health conscious.3. High expenditure.
Old Spice, Tommy, Park avenue, Wildstone
AXE Deodorants Launched by Unilever in 1983 in France Launched in India in 1999 phasing out Denim Present market share - 6.8 % 36 variants Available in 60 countries around the world
Image source: Google Images
Research Methodology No of respondents – 53Tool – Questionnaire Objective –
50
3
Users
Yes No
Do you use deodorants ?
Brand Salience
AXE Fogg Wildstone Others05
10152025303540
Series 1
Series 1
When we say deodorants, what brand comes to your mind first?
Findings –
• High brand recall due to AXE’s brand name and strong advertising
• High “Depth Of Salience”
Brand Performance
Value For Money
Fragrance Stylish Apearance
Long Lasting Scent
0
5
10
15
20
25
Series 1
Series 1
When you compare AXE with other brands, what attribute of AXE satisfies you the most?
Findings –
Variety of Fragrance Trendy & Stylish product appearanceDurable product
Brand Imagery
Seductive Youthful Mischievous Stylish0
5
10
15
20
25
Series 1
Series 1
What image comes to your mind when you think of the brand - AXE? Findings –
Through its campaigns which show seductive ads, it has created an image that it is a youthful product
Brand Feelings When you use the AXE, How does you feel ?
Social approval
Excitement Mischievous Freshness05
10152025303540
Series 1
Series 1
Findings –
AXE awakens a feeling of excitement & freshness in its users
Brand JudgementWould you recommend AXE to others?
Yes No05
1015202530354045
Series 1
Series 1
Findings –
AXE holds a positive opinion in the minds of the customer.It has a very recognizable brand image and is a choice of consideration during purchase. The respondents were happy to recommend the brand to others.
Brand Resonance If a company is giving the same features and attributes as AXE, at a lower price, would you purchase it?
Yes No05
10152025303540
Series 1
Series 1
How often do you purchase AXE Deodorants?
Frequently Sometimes Once In A While
Never0
5
10
15
20
25
Series 1
Findings –
• Low brand Loyalty as users are ready to switch • No high repeated purchase amongst consumers
Thank You