Deo Report
| 2011 | | SUBMITTED BY:AnuradhaGhosh 11PGHR11UrshilaThacker11PGHR57Gunjan Kumar11PGHR20PeeyushPasbola11PGHR37SidheshKamath11PGHR22TanujSrivastava11PGHR56 |
[MARKETING PROJECT HINDUSTAN UNILEVER: AXE DEODORANT] | |
EXECUTIVE SUMMARY
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
[MARKETING PROJECT HINDUSTAN UNILEVER: AXE DEODORANT] | |
EXECUTIVE SUMMARY
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