Axe brand equity

1. Brand Equity – Axe Deodorants
Presented By:
Dipanway
Bhabuk

2. Deodorant Market
India - 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

3. SEGMENTATION AND TARGETING OF DEODORANTS
Age Group Segment Trends Brands targeting the segment
15 - 17 years 1. Influenced by parents.
2. Curious & explorative
3. 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

4. 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

5. Research Methodology
No of respondents – 53
Tool – Questionnaire
Objective –

6. 50
3
Users
Yes No
Do you use deodorants ?

7. Brand Salience
0
5
10
15
20
25
30
35
40
AXE Fogg Wildstone Others
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”

8. Brand Performance
0
5
10
15
20
25
Value For Money Fragrance Stylish Apearance Long Lasting Scent
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 appearance
Durable product

9. Brand Imagery
0
5
10
15
20
25
Seductive Youthful Mischievous Stylish
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

10. Brand Feelings
When you use the AXE, How does
you feel ?
0
5
10
15
20
25
30
35
40
Social approval Excitement Mischievous Freshness
Series 1
Series 1
Findings –
AXE awakens a feeling of excitement &
freshness in its users

11. Brand Judgement
Would you recommend AXE to others?
0
5
10
15
20
25
30
35
40
45
Yes No
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.

12. Brand Resonance
If a company is giving the same
features and attributes as AXE, at a
lower price, would you purchase it?
0
5
10
15
20
25
30
35
40
Yes No
Series 1
Series 1
How often do you purchase AXE
Deodorants?
0
5
10
15
20
25
Frequently Sometimes Once In A While Never
Series 1

13. Findings –
• Low brand Loyalty as users are ready to switch
• No high repeated purchase amongst consumers

15. Thank You