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    Focus GRP Part

    Uploaded by

    Bernard Eugine
    Axe focus group

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Focus GRP Part

    Uploaded by

    Bernard Eugine
    21 views3 pages
    Axe focus group

    Original Title

    Focus Grp Part

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    © © All Rights Reserved

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    Axe focus group

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    21 views3 pages

    Focus GRP Part

    Uploaded by

    Bernard Eugine
    Axe focus group

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Focus Group

    Objective

    The symptom-level MDP Focus group discussion objectives are stated below:

    1. To study the different product attributes and customer satisfaction in deodorant category

    2. To analyse pricing & positioning of deodorant category and Axe brand in particular.

    Methodology

    The respondents were initially screened in order to select a homogenous group. The focus

    group discussion was conducted for 1 hour with 8 respondents. The homogenous group had

    the following characteristics:

    Age 22-27

    Geography Urban

    Occupation Graduate students with work ex of 0 to 3 years

    Inferences

    Product attributes and customer satisfaction:

    All respondents were aware of the deodorant category and the different brands available in

    the market. The major benefits claimed by respondents were prevention of bad odour,

    perspiration, freshness all throughout the day, and comfort in public. The key features that

    consumers checked during purchase were types of fragrance, strength of fragrance, brand

    name and price. It was observed that respondents perceive strong fragrances to have long

    lasting effects and mild fragrances do not last long. Most respondents stated that they

    preferred mild fragrances over strong fragrances.

    Pricing and competition:

    Most respondents claimed that they will confine their purchase to Rs 150 to Rs 200. All

    respondents agreed that price will not influence the choice of brands in the above mentioned
    price range. There were no complaints on the pricing of Axe and intentions to pay a premium

    for Axe were not displayed.

    Current positioning of Deodorants and Axe:

    Most respondents claimed that only Axe and Fogg ads were visible and grabbed attention

    instantly. All respondents have seen Axe ad and remember the theme of the ad. The key take

    away was the theme of Men attracting women and it was claimed that the ad was

    exaggerated. It was also stated that Axe ads dont meet customer expectations and needs. It

    was observed that they were receptive to ads which communicated value proposition.

    Focus groups

    A methodology similar to symptom-level MDP was adopted for action-level MDP focus

    group discussions.

    Objective:

    To obtain insights for repositioning and reengineering of Axe products.

    Results:

    Perception of deodorants positioning:

    Most respondents stated that emotional ads communicating affective components would work

    for this category. However, they seemed to welcome ads which may communicate

    differentiating product attributes (cognitive component) and include humour aspects to grab

    attention. They were not receptive of ads that were too exaggerated like Axe ads.

    Potential positioning for Axe:

    Most respondents felt that Axe was a brand for youth and the relevant target segment was the

    20-30 age groups. They agreed that Axes positioning has become obsolete and it needs

    repositioning. It was stated that innovation in product attributes would be helpful in

    redefining the brand image. It was agreed that both sporty and professional images work for
    Axe, and that a sub brand for the executive/premium segment would be helpful. It was stated

    that westernised ads would help to project Axe as premium but native (Indian) positioning

    would form better brand associations. Most participants responded that youth celebrities

    donning as sportsmen/professionals would be appropriate and relevant influencers for Axe

    products.

    Product attributes that need changeover:

    Most respondents did not remember the names of different variants/fragrances of Axe and

    other brands. They also stated that they could not relate the variant names with the fragrances

    and would prefer to have names which would give them a sense of the fragrance of the

    variant. Most respondents agreed that shifting to natural fragrances would not give much

    advantage. It was strongly stated that deodorants should be antiperspirant in nature with mild

    fragrances.

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