Marketing report Axe Deodorant body spray

www.hoasen.edu.vn

MARKETING REPORT

AXE DEODORANT
BODY SPRAY
GROUP 1
LECTURER

: Ms. TRẦN THỊ THU HIỀN

SUBJECT

: PRINCIPLE OF MARKETING

GROUP’S MEMBER:
VÕ THỊ NGỌC CHÂU
VƯƠNG MINH ANH
TRƯƠNG NGỌC PHƯƠNG DUNG
NGUYỄN THỤY MINH ANH
LÊ KIM ANH


TABLE OF CONTENTS

Executive summary.........................................................3
A. INTRODUCTION......................................................5
B. MAIN PART...............................................................6
I. Microenvironment...................................................6
II. Macroenvironment..................................................8
III. SWOT..................................................................10

IV. 4Ps........................................................................11
V. Recommendation.................................................20
VI. Conclusion..........................................................21
REFERENCE................................................................21

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Executive summary
Unilever is a multi-national company owning many of the world’s consumer product brands
in food, beverages, cleaning agents and personal care product. Unilever headquarter is in
Rotterdam, Netherlands, and London, United Kingdom. In Vietnam, the company located in
Ho Chi Minh city. (Source: Wiki)
In Doanhnhansaigon newspaper, Unilever is said that its turnover has not stopped growing
since 1995. The company increases profit margin from 10 million USD up to 240 million
USD in 2002. According to Business Monitor International (BIM), the average growth of
Unilever Vietnam turnover is 18.5 % annually in 5 years, and reached the figure of $ 700
million in 2010, $ 1 billion in 2012.
One of products which belongs to the company is Axe which is launched in France in
1983.. Axe is the best-selling men’s fragrance brand in the world and is market leader in
most of the 60 countries, gaining 10%-20% share of the market. In Vietnam, Axe increases
their sales and market share year-over-year.
Axe has a wide range of personal care products:
•

Deodorant: deodorant aerosol body spray, deodorant stick, deodorant roll-on,

•
•

•
•
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antiperspirant aerosol spray (Axe Dry), antiperspirant stick (Axe Dry)
Shower Gel
Aftershaves and Eau de Toilette
Shampoo
Skincare
Hair Styling

Among these products, the lead product is deodorant body spray. Target customers of Axe
body spray are men aged from 15-35, who always hope to own attractive body odor to
become more confident in their life.
This marketing report is conducted to provide a summary of information which helps
people have a deeper look at all element affect to marketing strategies of the Unilever
Vietnam for the product “Axe body spray” and what company’s marketing strategies are in
order to gain best sales performance for this product. Therefore, it includes a carefully and
meticulous observation about micro environment , micro environment and SWOT. The most
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important, it demonstrates how the 4Ps of marketing mix was used for better marketing of
product.

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A.

INTRODUCTION

During the opening of the current economy, especially after Vietnam joined the WTO, we
can not underestimate the importance of marketing strategies to help local businesses
compete with businesses foreign country. Because marketing is a function not only in
business, but also the philosophy led the entire operation of the business in the detection and
satisfy customer needs.
Nowadays, in the market t here are a lot of the products of different brands, that makes
consumers have more choices. Besides the cosmetics for female development becoming
increasing, the products exclusively for men also develop equally. Not to mention the
pioneering brands like X-Men or Romano, AXE brand is preferred by consumers and
appreciated in recent times. In spite of competing with so many other products, in recent
years the turnover of AXE is always in the top of deodorants for men bestseller. To achieve
this success, surely the leaders of AXE had to implement marketing strategy very
successfully. So the strategy that AXE was used is what makes this brand be so successful?
While the market for male deodorants is increasingly saturated. That is the reason for my
group’s report topic is marketing strategy product of AXE deodorant spray.
This report helps us to have an insight into most of the market and how companies
implement strategies to promote products and maintain the success of the product. Besides,
this report will also help students understand the basic knowledge to get a marketing
strategy. It is also the foundation for student attend the advanced courses in marketing.
To implement this report, our group used reference source from the book as well as
information from the Internet and textbooks Principle of marketing of Hoa Sen University.

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B.

MAIN PART:
I.
Micro Environment
1. The company:

:

Axe is a brand of male grooming products owned and operated by Unilever which is the
3rd largest consumer goods company as of 2011.
Unilever is one of the world’s leading suppliers of fast-moving consumer goods such as
foods, home care and personal care. Their portfolio ranges from nutritionally balanced foods
to indulgent ice creams, affordable soaps, premium shampoos and daily household care
products. Some of their famous brands are Lipton, Knorr, Dove, Axe, Omo, Sunlight,
Lifebuoy, Clear, Pond’s… and they have 14 brands with sales of more than €1 billion a year
(About Unilever, 2015)
Unilever Vietnam was established in 1995. It is a step in the overall strategy of Unilever.
Unilever Vietnam is actually a set of 3 separate companies: Lever Vietnam joint venture
based in Hanoi, Elida P/S in Ho Chi Minh city and Best Food Company is also located in
Ho Chi Minh city. It currently has five factories in Hanoi, Cu Chi, Thu Duc, Bien Hoa
Industrial Zone with more than 2000 employees. The company has sales distribution
network nationwide through more than 350 major distributors and over 150.000 retail
outlets (“Introduction about Unilever Vietnam”, 2013).
2. Suppliers:

The suppliers provide the resources needed by the company to product its goods and
services. With Axe, suppliers provide materials for packaging and ingredients for producing.
3. Competitors:

Company
Brand positioning
Product

Product lines
Functions
Scent

Nivea for men
Nivea
Body care

X-Men
ICP
Comfortable,
manly
Diverse
Poor
Roll and Spray Roll and Spray
Very good,
Comparative
long time
Diverse about Strong scent,
scent, manly
like perfume

Romano
Unza
Dry, common
Poor

Roll and Spray
Comparative
Manly
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Disadvantage
s
Advertising

Causing
yellow streaks
on customers’
cloth
Functional

Prevent sweat
lower than
other brands

Deodorizing
function not
good

Emotional

Emotional

4. Marketing Intermediaries:

-

Resellers: Co.op Mart, Big C, Metro, Circle K,…
Physical distribution firms: These organizations help the company stock and move
products to consuming place. They have to be strong connected to the company

-

because it effects on Axe’s extension campaign throughout Vietnam.
Marketing services agencies: including marketing research firms, advertising
agencies, media firms and marketing consulting firms. All of them help target and
promote Axe products to the right markets. The target market of Axe is young man
from 15 – 35 years old. At this age they really care about the grooming products for
men. Marketing services agencies are tools help Axe deodorants attack this target

-

market and understand customer needs and demands.
Financial intermediaries: including banks, credit companies, insurance companies and
other businesses. This factor is very important with marketing campaign of Axe
because it provide financial for company to produce and distribute products.
5. Publics:

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Financial publics: this group affects to Axe’s capability of ensuring funds. Major

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publics of financial publics are banks, financial companies, insurance companies.

Media publics: including press agencies, television, magazines,…Axe have to interest

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in how they report beneficially about Axe’s products
Government publics: The activities of company requires to comply with rules of the
state about advertising honestly, rights and responsibilities of firm, consumer rights,

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social environment through the legal system,…
Local publics: Axe build good relationships with local organizations.
Citizen-action publics: including consumers organizations, environmental groups,
minority groups and others. One good relationship and meet the requirements of these

-

groups will create good reputation for Axe products and company.
General public: Axe have to follow behaviors of wide public to Axe’s products,
services and activities. Axe’s image in public’s eyes influences on marketing activity

of it.
Internal publics: including the workers, managers of Axe.
6. Customers:
- Consumer markets: male (especially at age 15-35)
- Reseller markets: Co.op Mart, Big C, Metro, Circle K,…
-

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II.
The Macroenvironment:
1. The Demographic Environment

In Vietnam, the population reached 90 million, among them the male population aged
15-50 accounted for nearly 25.5 million people (2013). Percentage of men use care products
for men is ~ 50% which sectors deodorant for men only accounted for ~ 18%. Of users
concentrated mainly in two major cities: Hanoi, Ho Chi Minh City. The level of this ratio
does not increase over the last 3 years (Mai, 2014).
2. The Economic Environment

One cited statistics from the Chinese press indicate that deodorant industry is heading the
Top 2 in 13 categories were to be highly profitable in China. In Vietnam, the growth rate of
this sector were 24.4% in 2012, higher than the bottled water industry and some sectors of
FMCG group (Le, 2013).
Share on deodorant potential of the industry, Mr. Phung Ngoc Trang, Deputy General
Director of Sales Co. ICP (International Consumer Products), said that this is the sector with
margins relatively high compared to other sectors in the current period. In the future, the
market will gradually deodorant industry moves to a spray products, the Rexona, AXE
(Unilever PLC) and X-men (ICP) is being considered as the product has many more
advantages.
On the other hand, “While the rate of growth in the FMCG sector in six major cities
seem to be saturated in recent times, the rural market is emerging as a new source of growth
for many manufacturers. This story once again be seen very clearly in the first half of 2015.
The rural communities in Vietnam make up 68% of 90 million people and now only 54% of
sales come from FMCG in countryside. Moreover, rural residents are now prioritizing
investment in education, and who had the income growth of about 44% in 3 years. Over 2
points above shows potential rural market many opportunities but many businesses have yet

to be known”. Identified by Alex Jeater (2015) , Senior Manager in charge of retail
measurement services of Nielsen Vietnam.
3. The Technological Environment

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Nowadays, the market has a lot of deodorants and cosmetics for men. Over time, the
deodorants are improved day by day, from book rolls, stick or spray. Furthermore, they are
complementary components skincare, whitening. Besides, they can hold long odor.
Cosmetic companies constantly develop their technology in product’s functional and
packaging improvement.
4. The Natural Environment

Vietnam has monsoon climate, it is hot and humid all year round. Therefore in the
summer, rising temperatures cause much more human body sweat, especially in men. This is
advantageous to the deodorants have a chance to thrive.
5. The Political and Social Environment

As of October, there are nearly 4,200 procedures in the field of tax cuts, facilitate people
making administrative procedures (Tu, 2014). Vietnam's business environment is expected
to have much breakthrough in 2015 when the issue of institutional reform, creating the best
conditions for the development of the private sector is seen as a prime target today. This is a
good basis for faster progress of Vietnam in 2015 with a free trade agreement will be signed.
But it also put Vietnam before new challenges on request finishing faster business
environment, attract investments, generate momentum for the next development steps.
According to the annual report on the ease of doing business in 2015, the World Bank
noted, areas in which Vietnam has reformed in business regulation is the loan. At the same
time, Vietnam has helped companies reduce costs by reducing tax corporate income tax rate.

However, Hang (2014) believed that tax remains the biggest obstacle to business operations
in Vietnam when each unit takes the average taxpayer 872 hours / year.
On the other hand, in Vietnam, people are deeply influenced by Asian culture, so when
the products or advertisements are introduced to the public, they need a certain delicacy. If
they have slightly objectionable content, they will not be accepted.
6. The Cultural Environment

From past to present, all of them have beauty needs for themselves and attract the
opposite, the fastest way to make an impression that is the scent. In business and everyday
life, if your body emits a pleasant scent, which means you take care of yourself and respect
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the other person. However, Chau (2012) said that when no beauty products for men, men
often use women's products. Thus, when market have the deodorants and perfumes for men,
they are very well received. This is a favorable factor for the development of deodorants for
men.

SWOT

III.

1. Strengths:

Send creative messages to customers
Products with affordable price, easily to buy
Wide extension around the world
Succeed in advertising operation
Strong emotional touch to customers

Nice, catchy package
Leader of spray deodorant trend
2. Weaknesses:
Objectification of provocation, showing a rude attitude, weakening the reputation of

-

the brand
Inflexible target customer (always young man from 15 to 35)
Focus on spray products advertising too much while Axe production line is diverse
3. Opportunities:
- Create new product lines, targeting female customers
Maintain better standards of products quality
Unified advertising operation throughout the world
Continuous innovation
4. Threats:
Risk of becoming a brand for increasing the men sex-appeal in customers’ eyes
Copied by the competitors
Destroy the expectation of consumers
Spray emits have bad influences to natural environment

-

IV.

1.

4Ps:
Product :

Product category: Personal care
Product line:
There are a wide range of personal care products:
- Deodorant: deodorant aerosol body spray, deodorant stick, deodorant roll-on,
antiperspirant aerosol spray (Axe Dry), antiperspirant stick (Axe Dry).

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Among these products, the most popular product is deodorant body spray. Significance of
AXE Deodorant Body Spray For Men is the combination of perfume and deodorant that
brings masculine seductive fragrance. The fragrance of Axe deodorant body spray is variety,
but six fragrances below are popular:
Axe Vice

Axe Provoke

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Axe Dark Temptation

Axe Click

Axe Twist
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Axe Apollo

Product feature
Axe is known as the best-selling men's fragrance brand in the world. Axe is ranked as
creativity and modernity brand. Axe products have affordable price, high quality, and
attractive design. These products are priority for men, especially for young males from 1535 years old. Axe keep focusing on innovation to produce new fragrance, so products have
diversity of fragrance.
Axe Vice: a blend of coconut, marshmallow, hazelnut and caramel.
Axe Dark Temptation: chocolate fragrance.
Axe Provoke: fragrance of coconut, marshmallow, hazelnut woods, amber and vanilla.
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Axe Apollo: scent of fruity and musky.
Axe Twist: a combination of sandalwood and cedar scent.
Axe Click: blend of cranberry, rhubarb, and green citrus scents.
Product Style and Design
Quality:
All the variants of Axe deodorants have been proved that are skin friendly and longlasting fragrance products through the dermatological test.
Packaging:
Axe is contained in an iron bottle with twist-top which can easily to hold and to
spray. Most of color backgrounds of packaging of Axe deodorant body sprays are black,
except some products are different with an olive green or royal blue casing. Each product
line has its design to make the different presence. For example, Axe Dark Temptation has
brown color symbolizing chocolate flavor. The differentiation of the color can easily draw
customer’s attention. Moreover, the simple, attractive design and the sturdy bottle that is
suitable for men, because they like simplicity. Packaging can be known as brand image,
when customers see the packaging, they can easily determine it AXE.. Font size of label

“AXE” is designed impressively and remarkably. Labeling is a part of packaging with
information of product on the bottle including price, manufacture date, volume, instruction
for use, and ingredient.
Brand Name: The Axe man effect!
Axe or Lynx is a men’s fragrance brand that owned by Anglo-Dutch company
Unilever. The brand is named Axe in most of the world, except Australia, New Zealand,
Ireland, and the United Kingdom called it Lynx, because of trademark conflicts. Axe
launched their body sprays products in France in 1983. In 1985, the great success in French
motivated the company to expand to the rest of Europe and Latin America. In addition, they
have moderate impacted in Africa and Asia. In 2012, Axe launched to Vietnamese market.
Brand Positioning: “The Axe Effect”

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Theoretically, there are three way to position the brand including product attributes,
benefit, and beliefs and values. Axe positioned on beliefs and values. Axe arouse dream for
which all boys crave: “There are many girls around him”. The purpose of AXE positioning
is to impart their message to customers that if you used AXE products good smelling will
attract women, giving you more confidence to get the girl you dream of. The company
convinces their customers that if they use AXE products they will have the same thing as the
advertisements implied.
Brand Development
There are four choices to develop brand that consist of line extensions, brand
extensions, multi-brands, and new brands. Axe followed line extension way. “Benefits of
our sub-market are that, as our crowd gets older, the brand will evolve with them. Our target
will not become tired or grow out of our brand”, says the company. New fragrances and new
campaigns have played an important role in the success of the brand. Each year, Axe always
offers new flavor, and adds new features to the products, such as 24 hours body odor

protection. Recently, the company introduces Axe Dark Temptation with chocolate flavor by
“Chocolate Month Of The Year” campaign. Axe also created more campaigns in many
countries, for example, “Call Me”, “Axe Click”, and "Axe-Looking for Second Vietnamese
to Enter Space" to introduce their products.

2.

Promotion

Advertising : It is said that advertising is a mean of promotion which is utilized by
Axe in order to approach with the target customers in Vietnam. It has a variety of expressed
forms, such as TV commercials, print ads, boaring, outdoor , banner in Internet. Axe
thoroughly takes use of it appearances in social media by 4 channels : Webpage of Unilever
Vietnam, Facebook, Youtube, and Zingme.
Positioning to help males look more wonderful and be more confident in front of
females, Axe always connects definition “Axe Effect- irresitable attraction” in all its
campaigns. Axe’s advertisement are so vastly favorite that it was fallen into the most
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original pleasant advertisement list on Youtube. In the first ad which was performed in Viet
Nam , it mainly expressed a picture of normal man , who was wearing Axe Deodorant Body
Spray, became extremely attractive to surrounding women . These ladies seemed to become
naughtier and want to run crazily after the man after smelling fragrance from him. However,
according to opinions of experts, this kind of advertising which emphasized sex appeal
would less be enjoyed by TV audiences because it not actually suitable with Vietnam
culture. After that, two new TVCs of Axe including Axe Apollo product and campaign,
which named “Fire man” and “Rescuer” was accepted more widely by meaningful motif
“Hero saves Beauties”. Both TVCs connected the picture of an a astronaut with tagline

“Nothing beats an astronaut”. Kanta Media revealed that only in 2 months : 5 and 6, Axe
paid 2,3 million dollar for communication in Vietnam and fee for ads in TV made up more
than 83% (“Axe vs PhinDeli: A Marketing Fight named Bring Second Vietnamese to space”,
2013) . In a similar way, Axe’s print ads also portray seductive astronaut who can knock out
other guys, be a baseball player as he might. It brings to audience – product users- a feeling
like the actual astronaut- strong and confident- to conquer all beauties.(Le,2015). Generally,
in most advertisement, Axe all uses strong gender attraction content. Its core message is that
normal/ skinny man becomes so seductive that all “ Girls make the first move” (“Marketing
Axe Final PDF Share 12653972”, 2011). Besides that is fashionable and modish designs of
Axe products. However, Axe sometimes has a humanistic advertisement. That is the ad:
”Make love, not war” in the Axe Peace campaign. Although it has not performed directly in
Vietnam yet (just was performed in the U.S market) , its message is sent throughout the
world, included Vietnam, through shared video clips on Internet.
Public Relations: Appeared in Vietnam in the beginning of the year 2012, Axe used
Public Relation tools to affirm its top position in deodorant market for men. Based on its
advertisement and publicity stunts , it has always successfully promoted the core message :
“Our fragrance will help you have her”(Axe Report, 2010). Awareness of consumers
constantly are reinforced by a humor and attractive story telling factor and a system of
videos which was appeared commonly in mass media. Like its promotion strategies in all
countries in the world, Axe always knows how to nurse its new product by successfully
launches. For example , in order to promote the product “Axe Apollo” and campaign “AXE
BRINGS 2ND VIETNAMESE TO SPACE”, company constantly celebrated many events,

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press conferences... Information about products and campaign rises densely on newspaper,
brochures, TV and other mass media.

(Source : Brandsvietnam.com)

Axe sponsored activities and programed designed to support and give its brand come
closely to costumer, such as Axe Race contest, Axe Apollo contest, Big event " Getting
Girls" at Hàng Rong Game.
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It also organized many hot events such as " Hunting Angle " at Megastar Hùng
Vương (6/10/2013) , Axe New Years Eve Party - Sailing Club at Nha Trang (31/12/2013),
Axe Apollo Gala at Hanoi Vincom Mega Mall( 27/ 10/2013)

.
(Source : Facebook Axe Vietnam)
Besides, Axe uses others channels to communicate with its customers : Facebook,
Youtube, Zingblog. However, it is not really highly updated.
Sales Promotion :
Axe linked with webpage Hotdeal.vn to give vouchers for customer at store Guardian
: " 1 bottle of bath milk (300 ml) + 1 bottle Axe body Spay (150 ml ) , voucher valued
100.000 VND , discount 37 % with original price.
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Furthermore, Axe always links with other brands or system groceries , supermarket
and resellers to carry out their attractive incentive programs. To match with its positioning,
its always choose the product brands for men to link.

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(Source: Facebook Axe Vietnam)
In addition, Axe sometimes has mini games on its Fanpage to give customers chances
to win something such as a ticket attending the Clear's event or its products.
3.

Price:

One of the reasons to create the body spray line is that it can take place of perfume
because perfume is too expensive. Axe sets up its price at 89.000 vnd for all its 150 ml
bottle of body spay and 39.000 VND for all its 50ml bottle of body spray, despite of
difference in flavor. This level of price is acceptable and affordable with its target customers
: middle and higher income group. Compared with other deodorant in the same market
segmentation, this level of price is quite competitive

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4. Place :
Distribution:
Nowadays, distribution model of Unilever is applied to every business men in
Vietnam for developing the market. In 1995, Unilever entry to Vietnam, they decided
to create a market system and distribute to whole country, cover 100.000 locations.
Launched in Vietnam in beginning of 2012, until now, products of Axe are sold
widely in market, we can find them everywhere: convenient shops, malls or
supermarkets. Therefore, customers is easier to find and buy this product. In addition,
identified product system of Unilever is still better than P&G. When you go to a

supermarket, you’ll realize Unilever’s product cover thicker than P&G’s. Truly, when
we walk in supermarket, we can understand how strong strategies and coverage of
Unilever in Vietnam market. Unilever still focus to distribute Axe products mainly in
some big cities such as Ho Chi Minh, Ha Noi, Da Nang, Can Tho, Hai Phong…….
Customer can buy AXE’s product online, it’s convenient for them (not to go
out, far distance). In supermarket, on the shelf, they put all the variants side-by-side
which attract customer’s sight easily and make them curious about the brand so they
will have more knowledge about this products. Moreover, customers can find the
product to purchase by these website: www.unilever.com; www.amazon.com;
www.healthpricer.com; www.drugstore.com.
Logistics:
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They use four main departments with thousands of employees set up with an
organization chart for each one. They range from small managers, managing floor
employees up to the top managers who in turn report to even higher managers until
the information reaches the senior corporate officers who report directly to the board
of directors.
The four departments and what they are responsible for are:
Customer Service - Logistics: This department is responsible for "solving
challenges such as on-shelf availability. Roles include order management, working at
the interface between warehousing and transportation, and ensuring products arrive as
promised to meet customer needs" (Supply Chain*).
Customer Service - Plan: This department is responsible for "demand planning
which is using market knowledge to determine potential sales. Using this data, supply
planning ensures factories are able to meet these sales demands on time and in the
most cost effective way possible" (SC et al, 2012).
Supply management: This department is responsible for "optimizing the cost

and quality of what we buy through the intelligent sourcing of materials, packaging
and non-production items. The team explores new ways of working with suppliers
and plays an important role in technology innovation" (SC et al, 2012).
Manufacturing management: They are responsible for "constantly improving
efficiencies and when needed adapting to changing demands. As a manager, you will
be responsible for a team's quality, output and costs” (SC et al, 2012).

V. Recommendation

3.

Entry into the perfume industry under the same name
Approach to both gender. Release deodorant for women
Entry to soap market under the same name for expanding reputation,

4.

especially “soap for me” segment.
Have more ideal about packaging and favor for customers to have more

5.

options and suitable product
Push promotion strategies stronger and wider.

6.

Try to make the campaigns not be offensive to women

1.

2.

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7.

Extend the range of target audience to women and homosexual males

8.

Change to light smell, not to be musky

9.

Have more sales program

VI. Conclusion:
Although having just appeared in Vietnam market more than 3 years, Axe
deodorant body spray product of Unilever gains significant success based on carefully
observation with Microenviroment as well as Macroenvironment, SWOT and
conducting marketing mix intelligently. Throughout this marketing report, we can
assess that all 4P’s of marketing mix are derived from customer insight . The
competition of deodorant brand is more and more dramatic and stressful; however ,
Axe still stands stably because it always know how to provide for customer separated
values. This marketing report is a precious documentary source for who cares about
Vietnam cosmetic market in general and Vietnam deodorant market in particular.
Seeking and collecting information about those thing give us a deep understanding
about marketing of this company . From that, we have a chance to apply the

knowledge which we was studied in class to collect and analysis the information,
practice report writing skill and have own point of view in considering marketing
strategies of a company.
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Mai, O. & Dang, D. (2014). Ke Hoach Marketing San Pham Khu Mui D-Men [Powerpoint
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