| SUBMITTED BY:AnuradhaGhosh 11PGHR11UrshilaThacker11PGHR57Gunjan Kumar11PGHR20PeeyushPasbola11PGHR37SidheshKamath11PGHR22TanujSrivastava11PGHR56
[MARKETING PROJECT HINDUSTAN UNILEVER: AXE DEODORANT]
Hindustan Unilever Limited(HUL) is India's largest fast moving consumer goods company owned by the European company Unilever. The Anglo-Dutch company Unilever owns a 52% majority stake. HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian consumers using Its products. The report deals with our survey on AXE deodorant for men. The first section comprises an introduction of the project and the methodology adopted. The second section deals with the SWOT and PEST analysis of the product, followed by the application of the Porter’s five forces model to the industry. The third section deals with the positioning strategy of AXE in the Indian market. The SWOT analysis came up with a opportunities that could further build on AXE’s strength. AXE’s nation-wide presence and distribution network, will make it easier to spread awareness about new AXE products in different segments of hair gels, shaving foams, shaving gels and after shaves. Threats were also analysed, as most competitive brands are going in for mimetic and normative isomorphism in the advertising for their products. Most advertisements are similar, showing the attraction of the fairer sex. Our survey concluded that this form of advertisement was an attention grabber in villages, small towns but the urban city folk do not get carried away by these advertisements. However, this is a threat because rural India is fast becoming a market for deodorants and has huge potential. Our inference is that AXE body sprays and other products lead the men’s grooming industry. 49% of our respondents favoured AXE over other brands, but surprisingly they did not believe in the AXE effect, which is what the marketers want the people to believe in. 35% of those who favoured AXE, did so because of the persona that AXE exudes, the ruggedness and outdoorsy feel.Itmakesthe men feel and be macho. We have also discussed the positioning strategy of AXE in the India context. A top marketing executive at HUL has described AXE as a product that you grow old with. AXEis targeted at the younger crowd, but that doesn’t imply that people who have used it all their life will stop using it after they touch 30 or 40. AXE can introduce new products like anti-perspirants, which is becoming a craze now, but with respect to AXE deodorant, HUL should just reap the benefits of its marketing strategy and positioning and do nothing about it. AXE still enjoys market majority.
We would like to thank Dr.KapilKanwil, our professor for the subject Marketing Planning for helping us gain a deep understanding of the subject and giving us the opportunity to conduct this project on studying and analysing the market strategies of a chosen product . He has been a constant source of inspiration to all of us and has motivated us to perform to the best of our abilities. Without his support and guidance the completion of this project would not have been possible. Also, with tremendous experience he brings to the class, we have been able to develop a solid foundation to our course.
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| IntroductionHow levers carved a niche in the marketSWOT analysis of AXE deodorantPEST analysis of AXE deodorant
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