Marketing strategy four axe deodorants positioning strategy of axe introduction axe is a product of hindustan uniliver, one of the biggest fmcg companies in india axe is a brand of male grooming products, marketed towards young males. Ìts 2arketing strategy is always known as adventurous marketing the axe deodorant contain in styiish bottie, its the 5ri2ary container of the axe, there is no secondary 5ackage for the axe deodorant rather axe deodorant - marketing plan cargado por manish murthy marketing plan of deodorant cargado por shwetabajirao. Hll lifecare steps into the deodorant market with four new variants unilever launches axe anarchy body spray for females denver launches metal and deep fragrances demographics - key to marketing strategies table 28: us deodorants market by gender (2014): percentage share breakdown of value sales for women's, men's, and unisex deodorants. 51 global journal of business management brand communication strategy: a case study of fogg deodorants in india the campaign was supported by creative slogans and tag lines.
Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, antifat aerosol spray (axe dry), and antiperspirant stick (axe dry) in 2009 the brand launched an 8-centimeter container called the lynx bullet. Positioning strategy of axe introduction axe is a product of hindustan uniliver, one of the biggest fmcg companies in india axe is a brand of male grooming products, marketed towards young males. Deodorant industry comprises companies that operate by manufacturing, producing, distributing and retailing deodorants and antiperspirants which are aimed at reducing or eliminating moisture and odours caused by bacterial growth in armpits, feet and other parts of the body. The marketing strategies of axe have always been a key factor behind the success story to retain and improve upon its market share and the high competition level in the current scenario conclusion the axe brand has established itself successfully in the market over the period.
Unilever-owned axe, known as lynx in the uk, has made a u-turn on its marketing strategy and is looking to emulate the success sister-brand of dove's real beauty sketches push with its first. In 2002, unilever introduced the axe range of deodorant body sprays into the united states the success of the launch surpassed all expectations within two years, a nielsen had recognized that axe had become the number one male deodorant brand in the country. Around valentine’s day, axe deodorant launched its #kissforpeace campaign and asking customers to submit photos of themselves kissing the result the result more than 34,000 tweets with the hashtag, but the deodorant company hasn’t yet reached its goal of 50,000 tweets, but it's certainly on its way.
Along with it, marketing strategies will also be discussed in this part the company selected for this paper is axe axe, a well known name in the personal care industry, desires to launch a deodorant, which will work for more than 72 hours, even after bath. Axe is a cultural phenomenon axe (or lynx as the brand is known in the uk) commercials are a bit of a cultural phenomenon research has led them to create some interesting commercials, and as a matter of fact the initial campaigns that they ran were so successful that it ended up selling too well [. The positioning strategy of the products of axe suggests that the fragrance of the deodorants will force the girls to be impressed and follow the customers of axe this positioning strategy allows the young males to buy and use the various products of the brand to try in the real world scenarios (zeithaml, 2006. Axe or lynx is a brand of male grooming products, owned by the british-dutch company unilever and marketed towards the young male demographic it is known as lynx in the united kingdom, ireland, australia, new zealand and chinain other countries it is known as axe. Axe deodrant promotional strategy 1 the axe effect axe is a brand of male grooming products, owned by anglo- dutch company the axe deodorant was first launched in the year 1983 in france it has been there in the market for the last 26 years and is currently the best-selling brand of unilever axe at that time was the leading mens deodorant brand in europe and was popular in india in the grey.
Axe’s lustful marketing strategy has been wildly successful, making the brand a top-selling men’s deodorant with more than 70 percent of the body-spray category. With a full line of grooming products including body sprays, deodorants, anti-perspirants, body washes, shampoos and styling products, axe gives guys the tools to express what makes them authentic and ultimately attractive to the world around them. Deodorant market is also unique in india, with market being dominated by companies of indian origin, rather than mncs according to the recent economic times report – based on the march 2014 quarter nielsen data, fogg leads the market with 17% market share and is followed by park avenue with 8.
Axe used adventurous marketing fogg used a marketing formula of upgrading its own image by degrading the image of other deodorants market strategy vini cosmetics, a indian based firm strategized fogg with an image which could directly strike the indian psyche. Ìts 2arketing strategy is always known as adventurous marketing documents similar to stp & 4 p's of axe deodorant the axe effect uploaded by kushal jaitwani fom final ppt (perfumes & deos) axe deodorant - marketing plan uploaded by manish murthy marketing plan of deodorant uploaded by. Case study: how axe redefined masculinity by freeing its campaigns from dated ideas of 'maleness' and celebrating individuality, axe has broken the mould when it comes to marketing to men to continue reading this article you need to be registered with campaign.
6 18+ deodorant the brandguide table above concludes the fogg deodorant swot analysis along with its marketing and brand parameters similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Axe launched in france in 1983, and by the time it came to america in 2002, its only product was still a body spray–the bastard child of deodorant and cologne, worked out in axe’s first. Ego/axe is south africa’s number one male deodorant brand in order to meet its objectives shown below unilever will embark upon a fully integrated marketing communications plan for axe: • to increase sales by 15% by 31 december 2005.