Market Analysis & Strategy of Axe Deos in India

As the perfume, cosmetic and toiletry preparations industry entered the 1990s, it faced many challenges including regulatory changes, product safety concerns, increasing environmentalism, natural ingredients, pressure from the growing animal right

Neutrogena products in the United Kingdom should support their campaign on the usage of anti-aging products, and this should let them change their design on the product’s package to meet the demands from their consumers. As time goes on the demand from the consumers change and so do their competitors. This means that the personal selling should have in place a way of getting data from wholesalers, consumers, and the retailers. This makes the personal selling a connection of agents that can make their way around every avenue as soon as the original market develops into a success.

The fragrance market is the major part of the care market. During the 90’s, this market has known a considerable growth. Currently, it might be entering a maturity phase. The perfume market is highly competitive and there are a lot of fragrance houses which are competing for sales. The total global market is over 25 billion Dollars.

Deodorant: we all wear it – though there is always a smelly kid or two that you can’t help but have your doubts about. And you know what; I’m changing my ways, I’m becoming one of those kids. Because screw deodorant. I’m giving up. Why? Because of all the shelves filled with pretty bottles of female deodorant there was one, just one, deodorant advertised as specifically designed for a “sportswomen”.

There are many products that are not from the same manufacturer competing against one another for gross and income. An example would be deodorant. Two of the most popular and used deodorants would be Old Spice and AXE. AXE targets their main consumer base of young men 18 to 24 years old. Old spice on the other hand usually target toward an older audience of men. Though the two different brands of deodorant target different audience, they both contain sexual imagery to appeal to the crowd.

These days a lot of products have become gender specific. However, occasionally these products are the exact same and work the exact same but with different branding. This a very prevalent today and it only helps to perpetuate the stereotype that men and women are not equal. This inequality does not help to develop our society. That being said, sometimes there is a legitimate need for gender specific products. Typically, these products can be placed in the broad category of “health care”. Health care products include everyday products like hair products, perfumes and deodorants. It can be observed that deodorants are probably one of the most used products in a highly developed society. Many deodorants are gender specific because they serve

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Old Spice, and Axe bodyspray have both been competing for the crown to be the best in countless years to be the best deodorant, and shampoo brand for males. Mostly known to get the ladies and too be a much better, and more manly you. Old Spice and Axe has both been making countless products to make the male population keep purchasing their products. From deodorant, shampoo, hair gel, fragrances, body soap, and even aftershave to give a broad usage for all males, to use these two companies products. With these two different companies for the same audience of men like me. I have both personally have used both of these products for my personal usage, and I have my desicion made that old spice

As the consumer attitude gradually changes, people are more in favor of the natural and safe products in cosmetic market. Australia consumers are not exception. They respected green-added cosmetics, namely, they are increasingly in pursuit of natural, pollution-free cosmetics with no chemicals added. Consequently, the products of chemical-free will gain competitive advantages in Australian cosmetic market to meet the consumer’s psychological needs for green, organic skin care products.

Company conducted a survey in order to determine the segmentation of people who would like to prefer fragrance and moisturizing cream in the skin care products they use.

Young girls are more concerned about acnes and blackheads while mature women are looking for anti-aging and anti-wrinkle products. Genders do affect the choice of skin care products. In the past, skin care products only belong to the girls’ world. Nevertheless, in recent years, men are increasingly becoming more and more concerned about skin care. With a view to this latest trend, various brands have started developing men’s line. Income level directly affects the purchasing power of customers. Skin care products take up a wide range of price levels from far less than a hundred dollars to more than a thousand. Young girls who do not have any income cannot afford the expensive skin care products while mature women with higher purchasing power focus more on quality and effectiveness. Occupations also determine the need for skin care products. Models and artists generally have a higher consciousness on skin care than people with less exposure to the public.

Neutrogena uses a slow, more expensive manufacturing process to mold its fragile soap. In choosing this position, Neutrogena said no to the deodorants and skin softeners that many customers desire in their soap. It gave up the large-volume potential of selling through supermarkets and using price promotions. It sacrificed manufacturing efficiencies to achieve the soap’s desired attributes. (trade-offs that protected the company from imitators)

– Current market situation: detailed consumer and business market segmentation and analysis of market drivers will be undertaken to identify the most valuable

Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind. With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market. Cosmetics are being used just as much by men as they are used by women, and it is important that a cosmetics product line can compete in the market of men’s products as well. Dove’s main competitors, Nivea, L’Oreal, and Garnier, have not crossed into making men’s products. The lack of men’s products gives Dove a competitive advantage in their arena. Dove has dominated in this category through their marketing and different direction.

Many cosmetic brands are popping up recently, perhaps, due to the increasing consumers of products that beautify and enhance the physical appearance of a person. Even though the market is already full of the said cosmetic brands, the company L’Oreal Groups could still be considered as the leading supplier of cosmetics and hair-color. This study is a brief overview of the marketing concepts and strategy of the said company. The company profile will be presented to be able to give a clear view of the market to which the company belongs to. An internal and external (SWOT) analysis of the company will also be provided in this paper. Another area will be specifically devoted to