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

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