36558304 STP 4 P s of Axe Deodorant

8/3/2019 36558304 STP 4 P s of Axe Deodorant

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Submitted By:Anup Kumar

Roll No. 5605MBA -1st A


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Product:

Target : Young Women


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GEOGRAPHIC

UrbanSemi-Urban

DEMOGRAPHIC

Age group 20 to 35.Gender FemaleIncome group Middle&

Upper Middle.Occupation Students&

Bachelors, Working

PSYCHOGRAPHIC

Lifestyle Outdoor-orientedPersonality Fashion Oriented

Trendy.

BEHAVIORAL

Occasions RegularBenefits Quality

Economic.User status Regular userUsage rate Medium.


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Concentrates on Single-segment(Female 20-35)

Targets onYoungs heart. Competitive advantage of this brand is its

Complete monopoly over this brand proposition.

As competition will be stiffer, Fresh & Beauty will launch

television and Online Campaigns.

Through its ads, it will persuade youngsters mind that using this Deodorant will

help to attract People, but it is just that we will present the Ad using humor

and made something that attracts people very easily.


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The company will extensively use TV ads and will conduct manyCampaigns giving commissions to its agency.

The biggest strength of this brand is the underlying message that the

Brand users are High on Confidence and always go for the Fresh & Beauty.

Company will also ensure that customers will constantly engage with new

Fragrances, So it will launch of its new fragrance.

The brand will start its Internet based marketing initiative in India

which involve a virtual trip to the Deodorant world using its link.


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Besides TV commercials, the brand will also use print ads with

Polaroid photosto its maximum impact.

It will conduct many contests, like to win a trip to Goa or a chance to meet

any Celebrity . Now days YouTube is also a great way to advertise the

Product .

The Fresh & Beauty deodorant contain in stylish bottle, Because of the

packaging, it can be easily recognized.

The packaging of Fresh & Beauty itself would create brand image for it.


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Marketing mix is the combination of elements that company uses to market its

product. There are four elements Product, Price, Place and Promotion to target the

market.

COMPONENTS OF MARKETING MIX:

PRODUCT

PRICEPLACEPROMOTION


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Target

CustomerIntended

Positioning

List PriceDiscount

Credit Terms

Price

VarietyQualityDesign

FeaturesBrand NamePackaging

Product

AdvertisingPersonal SellingSales PromotionPublic Relations

ChannelsCoverage

AssortmentLocation

Promotion Place


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The product is the centre of marketing mix and the other three Ps are basedaround it. Consumer purchase goods and services for a variety of individual

reasons and the company must be aware of all of these when selling the

product.

VARIETY OF FRESH & BEAUTY DEOs: It offers a wide range offragrances and flavors in their deodorants.

As this is a Womens deodorant so the fragrance will be light.

Company will launch different flavors like Rose, Jasmine etc.


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QUALITY:

All the variants of Fresh & Beauty deodorants are dermatological

tested and do not have any kind of side effects on the skin(skin

friendly), it offers good fragrance which has long lasting effect.

DESIGN:

The bottle of the Fresh & Beauty deodorant looks more

sturdy and it has twisting top which is better than the otherdesign.

PACKAGING:

The Fresh & Beauty deodorant contain instylish bottle.

Packaging affluence customers a lot and also they willingly pay more

for more convenient packaged product having catchy looks.

The packaging is done in a way that it can be easily recognized.The

packaging of Fresh & Beauty itself will create brand for it.


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Price

PRICE:

The price of all variants of Fresh & Beauty is same.

They just have different fragrances and flavors.

Price is aroundRs.180 for 150ml bottle.

Pricing has been done considering the middle and higher

income group.


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Placing

Proper placing and availability of product plays significant rolein determining the sales of product. Fresh & Beauty relies on

location and distribution channels.

DISTRIBUTION:In India supermarket and hypermarkets have only 2% market, organized

retail has 13.9% market large part of it is in metro cities. so in metros

distribution channel is malls and big organized stores but in tier 2 & 3

cities distribution is done through local Kirana shops mostly.


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Promotion

Promotion is an important part of marketing mix. Through promotion

company communicate with the consumers. To communicate with theconsumers company spends heavily on advertisements and promotional

activities.

ADVERTISING:

To weave the Fresh & Beauty brand into the culture the company extensively

uses television advertisements e.g. to promote its jasmine flavor we will

showed an ad in which a girl who has used Fresh & Beauty Deo is passing by

the roadside and all the boys around are getting attracted by the jasmine

fragrance of the deodorant she is showed to be throwing jasmine from her body

on the people.

SALES PROMOTION:

To increase the sale in the company has decided the price of 150ml bottle

Rs.180 , so that all type class can buy it. We will also promote through online

gaming available on our site.


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Documents

36558304 STP 4 P s of Axe Deodorant