AXEDEODRANTPRESENTATION BY:

PALAS JENA(054)PRIYABRATA DAS(007)

HARAPRIYA DEBATA(033)SUSOBHANA BARIK(081)

PRIYA BHUT(045)

THE AXE EFFECT Axe is a brand of male grooming products, owned by Anglo-

Dutch company

The Axe deodorant was first launched in the year 1983 in France.

It has been there in the market for the last 26 years and is currently the best-selling brand of Unilever.

Axe at that time was the leading men's deodorant brand in Europe and was popular in India in the Grey market.

Axe deodorant was launched in India during 1999.

HUL had the brands Denim and Raxona and was ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deodorant brand.

Branding of Axe Deo

Logo-

Tagline-

Slogan- The Axe Effect Jingle- missing

THE AXE EFFECT

Axe, the deodorant has Tagline “The Axe Effect”, promoted as the naughtiest brand in the Indian market.

The brand is targeted at male aged 16-35. All its campaigns revolve round this central theme of Seduction where girl makes the first move.

The brand assumes that Men like to be seduced and positioned as a ‘weapon of seduction’.

Adv agency of Axe EffectAdvertising Agency-BBH(Bartle Bogle Hegarty)

founded on 1982 by Nigel Bogle and sir John Hegarty.

Client of BBH- Audi,Baitish Airline,Levi Strauss Jeans, and recently Google.

The Product Line of Axe Effect (Deodorant)

Music Star Edition- It has mint flavor. New launch of Axe

SEGMENTATIONGEOGRAPHIC

Urban Semi-Urban

DEMOGRAPHIC Age group 16 to 35.Gender MaleIncome group Middle& Upper Middle. Occupation Students& Bachelors.

 PSYCHOGRAPHIC

Lifestyle Outdoor-orientedPersonality Fashion Oriented Trendy.

BEHAVIORAL

Occasions RegularBenefits Quality Economic.User status Regular userUsage rate Medium.

TARGETING Concentrates on single-segment (male 16-35)

Targets on Young at heart.

In 2007, as competition got stiffer, Axe revamped its product packaging and launched television and online campaigns.

Its rarely found that any India centric ad for Axe is aired on Television. They believe that Indian consumers take the foreign commercials without any difficulty.

POSITIONING The company extensively uses TV ads and conducting

many Campaigns.

The biggest strength of this brand is the underlying message that the Brand users are High on Confidence and always go for the Axe.

It also ensures that customers are constantly engaged with new Fragrance.

Promotion of Axe EffectAdvertising TV commercials, print ads and billboards, AXE has tried to attract

people with its humor. e.g – New launch of Axe effect is Music Star, Chocolate Man

Interactive Marketing Dedicated website-www.theaxeeffect.com for promotion. Advertisements of AXE are visible all over the web in relevant and

web social networking sites like Face book, Orkut, Hi5 etc

Games and mobile application AXE effect games launched in 2009 Axe effect mobile applications for more promotion

Events and Experiences AXE organizes upbeat events for its new product launches and it

follows this strategy worldwide. Axe has sponsored a wide range of other events like youth

festivals, music shows

Publicity “Getting the girl has never been easier, thanks to the AXE

effect”. Axe has the right storytelling element and the video reinforces

the brand's provocative and contrarian personality. It has always projected its products as cool, fashionable and

stylish

Word of Mouth Marketing A good product also requires a good promotion strategy. AXE ad campaigns have always been the talk of the town.

Promotion of Axe Effect

Campaigns as part of promotion –

“CALL ME” Targeted at the young urban male, the cool and youthful

brand is positioned as one that helps guys get ahead in the mating game.

The new campaign, launched in early March showed girls swooning over Axe men and giving them their telephone numbers. Both films end with the girls giving the boys the number 09987333333.

Through a series of ads in print, outdoors and television,

viewers are being encouraged to call this very same number.

AXE CLICK CAMPAIGN

The axe undertook the click campaign in 2006 to promote its new fragrance “CLICK”. It was a pan-global campaign which was mainly targeted at young males.

Their main objective was to start a social phenomenon called

“Clicking”.

This campaign was implemented in two phases. In the first phase a small teaser site with the name of www.clickmore.com was launched.

“New Extra Strong Axe”

message STRATEGYThe message strategy of axe is of two types:

Sensory: Seduction:In its each and every ad, Axe conveys the message that after using this Deo the girls will attract towards all the boys and men who will use AXE.

Rational: Experience in use & experience after use:

It focuses on the benefit of usage of the product by the customer at Past and Present.

CREATIVE STRATEGYTransformational Appeals:The creative strategy of axe is

transformational because, it indicates that after using the Deo a boy or a men will get the power to seduce and attract the girls.

That is, it is showing the “Transformational” effect of using the product.

MESSAGE SOURCEThe message source of this deo is not any celebrity but the common girls who are the desire of any common boy or a men.

Thank You