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Presentation on Presentation on Deodorant MarketDeodorant Market
• The The ZatakZatak brand is seen as the direct brand is seen as the direct competitor to Axe which is also doing well competitor to Axe which is also doing well because it’s been pricing its products cheaper. because it’s been pricing its products cheaper. It’s also been around for longer than Rexona It’s also been around for longer than Rexona in the men’s departmentin the men’s department
The Battle Of The DeodorantsThe Battle Of The Deodorants
Different brands of deodorantsDifferent brands of deodorants
• Axe Axe
• Type :Type :Men's grooming productsMen's grooming products
• Owner :Owner :UnileverUnilever
• Country :Country :FranceFrance
• Introduced:Introduced:19831983
• Related Brands: Related Brands: DoveDove
• Markets: Markets: WorldWorld
ProductsProducts
• From 2003, Axe advertisements portrayed various ways the From 2003, Axe advertisements portrayed various ways the
products supposedly helped men attract women. In 2004, the products supposedly helped men attract women. In 2004, the
advertising for the advertising for the PulsePulse fragrance showed how it supposedly fragrance showed how it supposedly
gave geeky men the confidence to dance to get women. gave geeky men the confidence to dance to get women.
• Present market share 33% Present market share 33%
AdvertisingAdvertising
• Advertising can be explained as a paid form of non-personal Advertising can be explained as a paid form of non-personal
presentation and promotion of goods. This is the tool primarily presentation and promotion of goods. This is the tool primarily
used by AXE as a mode of communication. In all its TV used by AXE as a mode of communication. In all its TV
commercials, print ads and billboards, AXE has tried to attract commercials, print ads and billboards, AXE has tried to attract
people with its humor as shown in the ad below. people with its humor as shown in the ad below.
SWOT AnalysisSWOT Analysis
StrengthsStrengths
• ““The AXE Effect” portrays AXE deodorants The AXE Effect” portrays AXE deodorants as not just a product to be used to smell good as not just a product to be used to smell good but it actually is a feeling to be experienced.but it actually is a feeling to be experienced.
• AXE has campaigns that are frequently talked AXE has campaigns that are frequently talked about and keep their consumers engaged like about and keep their consumers engaged like the “Call Me” and “Click” campaigns.the “Call Me” and “Click” campaigns.
• AXE has always associated itself with AXE has always associated itself with adventure and thus attracting its primary adventure and thus attracting its primary audience. audience.
• AXE is now also venturing new areas other AXE is now also venturing new areas other than the urban cities in search of its secondary than the urban cities in search of its secondary audience and it has received a warm welcome audience and it has received a warm welcome their too.their too.
Rasasi Perfumes IndustryRasasi Perfumes Industry
• company having state-of-the-art production facility in Dubai company having state-of-the-art production facility in Dubai
with more than 30 years expertise.with more than 30 years expertise.
• Company Name: Rasasi Perfumes Industry Company Name: Rasasi Perfumes Industry
• Business Type: Manufacturer Business Type: Manufacturer
• Product/Service(We Sell): Perfumes, Fragrances, Deodorants, Product/Service(We Sell): Perfumes, Fragrances, Deodorants,
Roll on, Personal care, Oriental Perfumes, EDT / EDP sprays, Roll on, Personal care, Oriental Perfumes, EDT / EDP sprays,
Body Lotion, Perfume Oils Body Lotion, Perfume Oils
BrandsBrandsHope WomenChastity MenChastity WomenRomance WomenEmotion MenEmotion WomenFighting TemptationTemptation newBlue for MenBlue LadyRoyale Men Royale WomenHope MenRoyale Blue MenSecretInnocenceAdmire
ConfidenceDeserve MenDeserve WomenFeelingsTwinkleSeductionCatherineKnowledgeTrue NatureInstinctsRomance for men foreverRelation MenRelation WomenAdorable
Blue Lady Fine Fragrance
Fine Fragrance EDP
The Battle Of The DeodorantsThe Battle Of The Deodorants
• Axe’s entry into India was based on it simply Axe’s entry into India was based on it simply
‘testing the waters’ as such. Axe has launched a ‘testing the waters’ as such. Axe has launched a
cheaper range of deo’s in India under the cheaper range of deo’s in India under the RexonaRexona
brand. Both Axe and Rexona are run by the brand. Both Axe and Rexona are run by the
UnileverUnilever group. group.
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