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Sector - FMCG
Category - Deodorants
AXE -
FOGG -
PARK AVENUE -
Production of Vini Group of Companies.
Tagline – Bina Gas Wala Body- Spray
USP - Doesn’t get blown away like other deodorants, lasts longer
Has a differentiated value proposition from all its competitors
Unique selling proposition of having more of spray liquid
Available in different variants
Segment
Outdoor Oriented
Fashion oriented
Trendy
Target Group
Men – 12.6%
Female – 10.2%
Age – 16- 35 years old
Socio-economic – Upper & Middle Class
Positioning
Positioning – A body spray without gas, that lasts longer.
Brand has positioned itself in rational appeal.
The positioning statement concentrates on this concept / USP.
They have hit the market to position their brand as a completely effective solution to the problem discussed in the ad.
They position it as per the problems effecting the TG (after a research of 6-7 months).
4 P’sProduct
- 120ml
- Attractive packaging
- Meets the customers expectations
- Its reliable.
PLACE
- Strong market & logistics network
- Over the counter strategy
- Online & offline availability
PRICE
- Singles - Rs180-200 /-
Combo Packs – Rs 480 -500 /-
- Pricing done considering the fact of the income of the TG & the trend running in the present market.
PROMOTION
- 360 degree Branding around the rational appeal.
- Extensive traditional & online advertising
Axe deodorant was launched in India during 1999.
Been in the market for the last 26 years and is currently the best-selling brand of Unilever.
Axe is a brand of male grooming products
Tagline “The Axe Effect”, promoted as the naughtiest brand in the Indian market.
Target Group-
TG – Age – 16 -35 years
Gender – Males
Psychographics - Targets on Young at heart.
POSITIONING
High on confidence brand
Approachability
The brand assumes that Men like to be seduced and positioned as a ‘weapon of seduction’.
Launching new fragrances over a period of time
Each fragrance has a unique character & is marked uniquely.
"Adventurous Marketing“
Internet based marketing initiative in India with Axe Land involving a virtual trip to the Axe world using link ’theaxeeffect.com’
4P’s
Venture of ventures of the J.K. Helene Curtis Limited.
Tagline – Zara Soonghke Toh Dekho
USP –
Developed using high standardized research fragrances.
Best of quality & consistency
Target Group
Age – 28-40 years old
Gender – Males
Lifestyles – Fashion conscious but need to wear formal clothes on a daily basis. The brand also has a secondary audience in the form of older men which is primarily due to the strong heritage that this brand has.
Socio – economic – Young Middle Class
Product
- 150 ml / 93ml
- Hail to Freshness Deodorant section of PARK AVENUE (PA) range.
- Although new but has the potential to get to the top of mind and heart of the consumers.
Place
- Available at all ‘The Raymond Shop’ across India.
- Available at Big Bazaar (Pantaloons Retail India Limited)
Price
- 172.00 INR for 93ml/100g bottle
Promotion
- 360 degree branding with comic & sex appeal
- Online branding
- Extensive TV & print branding
Positioning
The image attracts only affluent and thus others remain unaware that the Park Avenue deodorants are within their reach.
Positioning has gone a bit weak because of unawareness of the TG about the brand/product.
The promoters have made a mistake by not carrying out any PR activity & advertisement campaign.
Even at retailers (BIG BAZAAR) are seen promoting their own private labels (DJ&C) for greater margins
So if the organization itself is not going to promote its products through PR/advertising campaign its product would have to bear its consequences.
Promotional Strategy
AXE26%
FOGG20%EVA
18%
WILDSTONE12%
OTHERS24%
Consumer’s Choice
18
12
3
10
USERS
AXE
FOGG
PARK AVENUE
NONE OF THESE
0
2
4
6
8
10
12
14
DEODORANTS
USERS
12
1510
13
PREFERS
AXE
FOGG
PARK AVENUE
NONE
26
22
38
RESPONDANCE
PRICE
FRAGRANCE
QUANTITY
PACKAGING
0
5
10
15
20
25
30
35
MEDIUM
RESPONDENCE
0
2
4
6
8
10
12
14
16
18
20
AXE FOGG PARKAVENUE
OTNERS
DEODARANTS
RESPONDANCE
0
5
10
15
20
25
30
35
Below 100 Rs.100 toRs.150
Rs.150 toRs.200
Above 200
5
31
9 10
Price
Respondance
These brands should have the potential to lure more target customers
Need of strong market recognition which can be built only through strong brand and product promotion.
Preparation to fight against the competitors.
They should enhance distribution channels
Increase advertisements, and try to leverage their product’s fragrance which is different from the earlier series of ‘Freshness deodorant’.
All this could contribute to the increase in visibility and demand of the product.
Based on the extension of Axe
DOP – Abhinav Prime
Editing / Sound - ManoVikas
Abhishek Shah
Anie Noorish Shaikh
Ankur Desai
Guatam Solanki
Sayali Chouk