Marketing Mix and Market Performance of AXE Deodorant

This report discusses the marketing mix of AXE deodorant and factors like customer profile, competition, and market performance. It also explains the supermarket channel and health and beauty sector trend and performance.

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Introduction
In this report the discussion will be made on the Health and care product (DEODRANT AXE).
This is one of the famous products in the market. In the first phase of the report, the focus is
given on the 4P’s related to the product which is AXE deodorant and in the next phase factors
like customer profile, competition and market performance will be discussed. Also, the brief
explanation will be made on the supermarket channel as it can help to grow in the competitive
market.
4P’S related with AXE DEODRANT
Product
The Product is one of the main factors of marketing mix. The customer purchases the products
and services according to their own needs and requirement. In AXE DEO’S there is range of
products. The AXE provides a huge range of fragrances in its deodorants. There are many
fragrances which are offered by the company like some of the variants are voodoo, twist,
phoenix, click and also dark dimension. There are different variants of Axe deodorants are tested
and it do not have any side on the skin, it can also be considered as skin friendly products which
provide good fragrance that is for long time. Now latest design is introduced which is good than
the previous design. The company offers product in the Bottle which looks attractive and it can
be easily twisted from the top (Srinivasan & Lu, 2014).
Also the packaging of the product is unique and there is no secondary packaging which is used
for the AXE deodorants. The packaging of the product influences the customers and it has been
seen that they can pay more for the convenient packaging. The company packaged the product in
such a manner that they can be easily recognized by the customers. Due to this the company also
enhanced the entire demand of the products in the market and attracted customers towards the
products (Rothaermel, 2015).
Price
The price of the all the variants which are offered by the company is same. There is no difference
in the price of the products which are sold in the market. The difference in the product is related
with the fragrances and flavors. The company offers the bottle of 150 ML in AUD 4(Verma,
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2014). The main focus of the company at the time of doing the pricing is to consider middle and
higher income groups so that it can be simple for the buyers to purchase the products which are
offered by the company in the market. It is important to consider these strategies so that it can be
simple to market the products in the competitive market (Parmar, 2014).
Place
To enhance the market share the company focuses on placing the products on the global
platform. It has been seen that product of the company is available on the global platform like in
Australia, New Zealand and France. Axe has the main motive to focus on location and
distribution channel so that growth can be attained in the market.
In many states the company offers the products in the supermarket and hypermarket and also has
only the large market share. The products of the company are also simply available on the outlet
which attracts the large customer base. The distribution channel of the company is in malls
which helps the company to supply its products on the global platform (Doz, 2017).
Promotion
Promotion is also considered as one the aspect that helps to promote the products and services in
the market. In marketing mix it is considered as an essential factor that helps to communicate
with the customers. To communicate with the customers the main emphasis of the company is to
spend heavy amount on advertisements and also on the promotional activities. The company
emphasizes on advertising concept. There are many advertisements which are designed by the
company so that customers can be attracted towards the product (Hirschman, 2016).
For example : To promote the flavor of the dark temptation the company showed the
advertisement in which the boy uses the Deo and is passing through the roadside and by
smelling the fragrance all the girls get attracted by the chocolate flavor. This concept is
innovative and attracted the attention of the customers. So, this is one of the best strategy
company adopted so that products can promoted among the customers or teenagers can be
attracted easily.
The concept of sales promotion is also considered which helps to enhance the sale of AXE
DEODRANT in the market. In this to enhance the sale the company focused on reducing the
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entire price so that more customers can be attracted towards the products. The company also
focused on promoting the products through online gaming (Murphy & Murphy, 2018).
Customer Profile
The main focus of the company is to target the teenagers so that it can be simple to enhance the
entire demand. It has been seen that by considering the DEO product the company targeted the
teenagers by giving the advertisement named as “Chocolaty Boy”. This advertisement is
designed to attract the customers towards the products. The Company also considered the
affective strategy in which the products are advertises on emotional and physiological basis. The
main motive of the company is to enhance the feeling of the customers and then get knowledge
about the product and then at last to purchase the product. Also in the supermarkets the products
are displayed in a proper manner that that attracts the attention of the customers towards the
products.
Competition
The level of competition is high in the market as it has been seen that there are many competitors
who are selling similar products in the market. It has been seen that the competitors of the
company are Body shop, Nivea, Hugo Boss, old spice and Dove. In the deodorants segment, the
competitors are Set wet, Zatak and Fuel deodorants. The level of competition is high in the
market as there are products of the competitors which are sold at the time price. So, the company
considered pricing strategy in which the products or the Deodorants are offered at low price in
the market. By considering this strategy it helped the company to attain the competitive
advantage in the high level of competition prevailing in the market. The beat the high level of
competition in the market the company considered proper distribution strategy in which the
products are distributed through retailers, wholesalers and by supermarkets.
Market performance
The market performance of the AXE product in the market is on good stage. The product has
attained the growth in the market. It has been seen that company is one of the largest company
on the global platform. The Market performance of the company has been enhanced just because
of the strategies like low price strategy considered by the company. This strategy has an
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important role in enhancing the market share of the company. It has been seen that due to this
strategy the company attained the large share market share and also grabbed the attention of the
customers (Hill, Jones & Schilling, 2014).
Supermarket channel
It can be examined that Axe products are also marketed through supermarket channel and this it
has been seen that customers can easily purchase their products and services by visiting at
supermarket. The supermarkets in which the AXE products are sold or the major intermediaries
are Safeway, Win Dixie and Wal Mart. It has been seen that with the help of these supermarkets
the company has maintained its performance in the market and also growth has been attained in
the international as well as on domestic platform (Verma, 2014).
Health and beauty sector trend and performance
It has been investigated that in the present era, the people are more attracted towards health and
beauty products. People now days are purchasing products from supermarkets as well as from
the retail outlets. So, Axe is one of the famous product attained growth in the high level of the
market. The trend related to health and beauty sector is enhancing and it has also given positive
impact on the entire working pattern of the company. It has been examined that the performance
of the company like AXE has maintained goodwill in the market. So, this sector is famous in the
present scenario so it is important to focus on this sector so that it can be simple to attain the
large market share (Sharma, 2016).
Conclusion
Therefore, it can be concluded that company attained the large market share by selling AXE
deodorant on the global platform. The product has given growth and helped the company to
attain the competitive advantage prevailing in the market. Also the company adopted the best
strategies like reduction in the product cost and also effective promotion method. So, it can be
stated that the product has attained the large market share in the competitive market.
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References
Doz, Y. L. (2017). Strategic management in multinational companies. In International
Business (pp. 229-248). Routledge.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.
Hirschman, E. C. (2016). Branding masculinity: tracing the cultural foundations of brand
meaning. Routledge.
Murphy, P. E., & Murphy, C. E. (2018). Sustainable Living: Unilever. In Progressive Business
Models (pp. 263-286). Palgrave Macmillan, Cham.
Parmar, S. M. (2014). A study of brand loyalty for cosmetic products among youth. International
Journal for Research in Management and Pharmacy, 3(6), 9-21.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.
Sharma, P. (2016). Vini Cosmetics: the blue ocean strategy to unlock new markets and boost
profits. International Journal of Entrepreneurship and Innovation Management, 20(5-6),
360-368.
Srinivasan, S., & Lu, W. F. (2014). Development of a supporting tool for sustainable fmcg
packaging designs. Procedia CIRP, 15(6), 395-400.
Verma,G. (2014). From sensational to functional - the shift in the deodorant industry. Retrieved
from: https://www.exchange4media.com/marketing-news/from-sensational-to-functional--
the-shift-in-the-deodorant-industry-55848.html
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