competitor analysis of Axe Deodorant

1. Competitive Review Of
AXE deodorant
Group Members:
SANDEEP KUMAR
ABDULLAH SHAHID

2. AXE DEODRANT
 Axe (known as Lynx in the United Kingdom, Republic of
Ireland, Australia, New Zealand, and People's Republic of
China) is a brand of male grooming products, owned by
the Anglo-Dutch company Unilever and marketed towards
the young male demographic.
 Axe was launched in France in 1983 by Unilever. It was
inspired by another of Unilever's brands, Impulse.
Unilever introduced many products in the range, but were
forced to use the name Lynx in the United Kingdom,
Ireland, Australia, and New Zealand due to trademark
issues with the Axe name. In addition, some countries
(such as South Africa) introduced the brand as EGO.
 Axes made with ground cutting edges are known since the
Neolithic period ending 4,000 to 2,000 BC. The first true
hafted axes are known from the Mesolithic period (c.
6000 BC).

3. 1st Competitor: nivea

4. 1st Competitor: nivea
Product:
 NIVEA MEN Silver Protect Deodorant is part of the award winning
NIVEA MEN Silver Protect range. Its antibacterial formula, with
silver ions, fights bacteria & body odour. Delivering 48h confidence
and anti-perspirant protection, it keeps you fresh and dry all day
long. It’s the perfect combination of NIVEA‘s mild care and reliable
protection.
 Under time pressure, in a meeting or on a date - in our daily life we
are often facing stressful situations. Stress sweating is one
undesired effect, accompanied by unpleasant body odour. NIVEA
Men Stress Protect Stick is proven to protect also against stress
sweating. Its unique formula combines two ingredients - Stress
Protect actives and a Zinc complex - giving you reliable anti-
perspirant protection against sweat and body odour.
 Protection also against stress sweating.
 48h anti-perspirant protection and NIVEA MEN Care complex.
 Skin tolerance dermatologically proven, No alcohol or colorants.

5.  With the NIVEA INVISIBLE FOR BLACK AND WHITE
DEODORANT you have the first deodorant with 48 h anti-
perspirant protection that leaves no white marks on dark
fabrics and also avoids yellow staining on light-colored
clothes. Making sure black stays black and white stays
white for longer, so your favorite clothes look their best –
and you can enjoy the colorful moments of life with
reliable protection.
 Masculine and warm woody scent with fresh citrus notes.
 Without alcohol and colorants, Skin tolerance
dermatologically proven.
 NIVEA MEN DEODORANT SENSITIVE PROTECT with
chamomile extract and avocado oil, is especially
developed for sensitive skin. The optimal
combination of reliable antiperspirant protection and
NIVEA Men Care Complex.
 Without alcohol, colorants or preservatives
 Skin tolerance dermatologically proven

6. PRICE:
 Nivea have made a rule that they will sell the products to retailers
at one price. Now, these retailers can in turn sell to customers at
any price. Thus, you can find prices do differ at different places.
 Nivea For Men Stress Protect Clinical Strength Deodorant
50ml RS:900
 Nivea for Men Invisible for Black and White 48 Hours Deodorant Roll
on 50 Ml. RS: 429
 Nivea For Men, Sensitive Protect 48 Hour Deodorant 50 ml
RS:950
 Nivea Men Silver Protect Roll On Antiperspirant Deodorant
50ml RS: 1200

7. PLACE:
 Nivea has a very strong distribution channel.
 Distribution channel plays vital role to make the
products available to the customers.
 They do adopt various channels to reach out to the
customers. Customers can buy Nivea’s products
online which means they themselves need to take
care of the promotional activities.
 They have many outlets spread across the country
where customers can directly choose the products
based on his/her needs.
 It has been that around two-third of the sales
happen through high street shops such as boots and
Superdrug. One-third of the Nivea sales happen
through grocery chains.

8. PROMOTION:
 Nivea products are best in the skin and beauty
care segment. It is because of the product
quality that makes them the market leader.
 They use various promotional techniques to
attract their customers.
 They follow above the line marketing
technique i.e. they go for TV advertisements.
 They also follow below the line strategy such
as trade fairs and promotional events.
 They also come up with online magazine
named FYI- Fun, Young and Independent.
 They also have presence in social networking
sites such as Facebook. This covers the entire
Nivea marketing mix.

9. 2nd Competitor: HUGO BOSS
• Hugo Boss is commonly referred to as Boss and is
a popular fashion house. It is of German origins
and is associated with FMCG sector. The company
was founded in the year 1924 by its founder Hugo
Ferdinand Boss.

10. PRODUCT:
 The deodorant spray for the active HUGO BOSS man. A
creation bursting with energy rooted in earthy vetiver –
endurance and power combine to form the base of this
elegant fragrance. Tangy grapefruit accents that sharpen
the mind and open new horizons blend with warm
cardamom notes. Perseverance in daily training and a
sustained will to win lead to the highest level of
performance – all of these qualities combined in one
fragrance. BOSS Bottled. Sport.
 BOSS Bottled: this can contains the inimitable BOSS
spirit. This deodorant stick will impress you with its
reliable protection and masculine fragrance. Red
apple and a hint of spicy cinnamon stimulate the
senses, with the clean, green fragrance of geranium
leaving a distinctive floral scent behind. This men's
deodorant is perfected with a trace of golden amber
and wood. It is gentle on the skin and gives the
feeling of soothing freshness all day long.

11.  The irresistibly masculine fragrance of 'BOSS Bottled
Night' prepares its wearer for the conquests of the
night. The powerful chords of the birch leaf and
cardamom top notes mingle with an intensely
woody base note to give the confident and
successful BOSS man a distinctly masculine
charisma.
 The glass flacon embodies the seductive
atmosphere of the night with midnight blue melting
into elegant black.
 This Eau de Toilette from BOSS unveils the seductive
power of a man’s inner strength. Opposites make
harmonious connections in this seductive fragrance:
the spicy freshness of the top note with bergamot,
black pepper and star aniseed is brought out by the
depth of the base note. Warm and cool spicy
accents of lavender, coriander and cinnamon
combine in the heart.
 The vanilla sweetness of the tonka bean engages
with the earthy acerbity of tamboti wood and
vetiver to create the sensuous backdrop of this
men's fragrance.

12. PRICE:
 Hugo Boss is a leader in the luxury segment and offers premium
products to its customers. Company realises that it is offering
something extra to its customers and they are willing to go the
additional mile and pay for it. Hence brand has adopted a premium
pricing policy for its high-end product as its target customers are high
profile and rich people who can easily afford its prices.
 'BOSS Bottled' Deodorant Stick 75ml RS: 2739 and
RS: 3652/100 ml
 'BOSS Bottled Night' Eau de Toilette 50 ml RS: 5733 and
RS:7899/100ml
 'BOSS The Scent' Deodorant Stick RS: 2740/150 ml and
RS: 1850/100ml
 'BOSS Soul' Eau de Toilette 90 ml RS: 7390 and
RS: 8210 /100ml

13. PLACE:
 It has a strong distribution channel that includes services of
company owned premises.
 Its operations are conducted through an estimated 122
outlets, 531 shops and 388 stores.
 Hugo Boss is involved in the development of several sub-
brands that are easily available in fashion outlets and
departmental stores. These can also be purchased through
its official portal as well as other shopping platforms.

14. PROMOTION:
 Hugo Boss has very high brand awareness as it caters to
the whim of selected few. It realises the power of right
advertisement and has adopted several global
campaigns embodying its true character and essence.
The company has ensured the services of leading
photographers and best art directors so that they can
come up with best possible advertisements and
campaigns.
 Hugo Boss has taken help of print media via catalogue,
posters and fashion magazines.
 To remain in public eye the brand offers press
conferences and interviews providing the latest
information to its loyal clients.
 The company has also been a sponsor for various
events like Formula One, Sailing and Golf. It is involved
in social causes and has a partnership with Cancer
Foundation and UNICEF.
 They use famous people image to promote their body
sprays. Distinguishing packaging. Several websites.
Based on their experience. Social network : twitter,
myspace, facebook.
 Campaign based on “attract women” Endorsement by
famous people TV spots.

15. 3rd Competitor: old spice

16. introduction
 Old Spice is an American brand of male grooming
products encompassing deodorants and
antiperspirants, shampoos, body washes, and soaps. It is
manufactured by Procter & Gamble.
 Originally launched as Early American Old Spice by
William Lightfoot Schultz's soap and toiletries company,
Shulton Inc., in 1937, it was first targeted to women,
with the men's product only being released before
Christmas at the end of that year. Over time as the
men's products found more success it began to focus
exclusively on those. Old Spice now sells male grooming
products including antiperspirant/deodorant sticks and
body wash.

17. Product
 Products are the goods of the company that they
offer to their target market. Currently, Old Spice Body
Spray has five products in its product line:
1. After Hours
2. Aqua Reef
3. Pure Sport
4. Show Time
5. Swagger

18.  Mainly, the brand personality of 'Old Spice' is
Masculine and portrays someone with good build &
persona.
 Sophistication, Elegance, Classiness, and Urbanity can
be few of the attributes which can be associated with
the brand.
 There are also telephone hotlines available to assist
customers with information about competitions and
the more intricate product details.

19. price
 Price differentiation strategy will also prove to be an
effective tool to build the required brand perception in
the minds of the various target segments.
 Swagger being positioned as an up class product will
be priced a relatively higher than its 2 other variants
being relative to the premium tier consumers who
translates a higher price to a better quality product.
Here the product will be priced at Rs. 200, as an
introductory price offer.

20.  The other 2 variants pure sport and aqua reef will be
priced lower, at an introductory price, of Rs. 160.
Such a pricing strategy will be able to cover the
affordability range of a huge consumer market;
moreover, will also be able to compete with other
brands in the market.

21. place
 The process of efficiently and effectively making and
getting products and services to end-users requires a
marketing logistics network.
Manufacturer-Wholesaler-Retailer-Consumer:
 We manufacture the product and sell it in bulks to the
wholesalers that in turn re-sell it to the retailers.
Retailers then sell the product in desired quantities
(bundle or individual pieces) to the final buyers.

22. Manufacturer-Retailer-Consumer
 We also sell the manufactured product directly to the
retailers who re-sell it to the final buyers.
Manufacturer-Consumer
 The ways in which we directly distribute the product to
the final buyers are through campaigns and stalls at
universities, colleges shopping malls like Millennium
Mall and Park Towers along with stadiums and parks.

23. promotion
Below-the-line Activities:
 We have had our campaigns going on in different
famous market places where we perceived to have
found and directly interacted with our target consumers
that are teenagers.
 Stalls were set up at The Forum, Park Towers & Expo
Centre where we made our target consumer taste the
product and give their feedback both on the quality and
the concept.

24.  Secondly, the campaigns that we carried out in various
schools, colleges & universities included activities among
teenagers requiring energy (such as races etc.) and then
rewarding them with BRIO merchandise.
 Both of the activities based on our overall marketing
theme and our product's concept.

25.  We used TVCs, print media (Newspaper, Posters etc.)
and radio advertisements. These medium of
communication with the customer will guarantee a
higher demand of the product and will also create
awareness among them as well.
 It will also be helpful to anticipate what is being
expected and what necessary steps are needed to be
taken for a more favorable outcome.
Above-the-line Activities:

26.  Celebrities' representation is also being planned to give
the product a better image. National heroes such as
Tennis player (Aisam-ul-haq) for the Aspiration Group
& (Humayun Saaed) for Vision to Prosper Group are
expected to be a part of such a campaign.

27. 4th Competitor: dove

28. introduction
 Dove is a personal care brand owned
by Unilever originating in the United Kingdom. Dove
products are manufactured
in Argentina, Australia, Brazil, Canada, China, German
y, India, Indonesia, Israel, Ireland, Mexico, Netherland
s, Pakistan, Philippines, Poland, South
Africa, Thailand, Turkey and United States.
 The products are sold in more than 80 countries and
are offered for both women and men. Dove's logo is a
silhouette profile of the brand's namesake bird.

29. product
 Dove makes many skin care products mainly beauty
creams but it also produces deodorants.
 Deodorants/antiperspirants- Includes Dove Original
Antiperspirant Deodorant Stick

30. price
 Dove has been projected as a premium product in the
market but the company has a well-integrated pricing
strategy for its products that includes keeping its pricing
policy reasonable and affordable but distinctive. Compared
to products of its competitors Dove products are priced a
bit higher but its qualitative products have been a great
help to the brand as it has been able to implement its
pricing policy successfully.
 Dove has adopted a value-added pricing policy for all its
products because customers generally relate high price
with qualitative products.

31. place
 Dove is an international brand with a global presence.
Its network is spread in various parts of world and
manufacturing of its products takes place in several
countries like the United States, Turkey, Thailand, South
Africa, Philippines, Pakistan etc.
 Products are sold in nearly eighty countries with help of
a fine and efficient distribution channel.
 It includes manufacturers to retailers to consumers via
general stores, retail stores, convenient stores, discount
stores, supermarkets, malls and hypermarkets.
 At least two thousand and five hundred stockists.

32. promotion
 Dove has strong brand awareness in the consumer
market and it has been possible because of branding
and advertising.
 Advertisements for several products of Dove are aired
on different channels of television and also on radio. It
has also roped in print media to market its products
through ads in newspaper, magazines and billboards.