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The Axe Effect

The Axe Effect



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Published by kushal jaitwani
assigement of axe deodoranton product life cycle
best of luck
kushal jaitwani
assigement of axe deodoranton product life cycle
best of luck
kushal jaitwani

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Published by: kushal jaitwani on Apr 02, 2009
Copyright:Attribution Non-commercial


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HINDUSTAN LEVER LIMITED (HLL) is India's largest fast moving consumer goodscompany, with leadership in Home & Personal Care Products and Foods & Beverages.HLL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4million tonnes and sales of Rs.10, 000 crores.
The leading business magazine,
Forbes Global 
, has rated HLL as the best consumerhousehold products company.
Far Eastern Economic Review 
has rated HLL asIndia’s most respected company.
has rated HLL as one of India’s bestmanaged companies. Leading national publications, like
The Economic Times, Business World 
, and
 Business Today
have also rated HLL as one of India’s mostrespected companies and the number one in Market Value Added and EVA.
The vision that inspires HLL's 32,400 employees (40,000 including GroupCompanies), including about 1,425 managers, is to “meet everyday needs of  people everywhere - to anticipate the aspirations of our consumers and customersand to respond creatively and competitively with branded products and serviceswhich raise the quality of life.”
This objective is achieved through the brands that the company markets.It is an ethos HLL shares with its parent company, Unilever, which holds 51.55% of theequity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands through 300 subsidiary companies in about 100 countries worldwide with products on sale in a further 50.
HLL is India's largest marketer of Soaps, Detergents and Home Care products. It has thecountry’s largest Personal Products business, leading in Shampoos, Skin Care Products,Colour Cosmetics, and Deodorants. HLL is also the market leader in Tea, ProcessedCoffee, branded Wheat Flour, Tomato Products, Ice cream, Soups, Jams and Squashes.HLL is also one of the country's biggest exporters and has been recognised as a GoldenSuper Star Trading House by the Government of India; it is a net foreign exchange earner.HLL is India'sLargest exporter of branded fast moving consumer goods. The company's Exports portfolio includes HLL's brands of Soaps and Detergents, Personal Products, Home CareProducts, Tea and Coffee. HLL is also driving exports in chosen areas where India has a
competitive advantage – Marine Products, Basmati Rice, Castor Oil and its Derivatives
It is India's largest exporter of Marine Products, and one of the largest global players incastor.
HLLs brands have become household names. The company’s strategy is to concentrateits resources on 30 national power brands, and 10 other brands which are strong in certainregions. The top five brands together account for sales of over Rs.3000 crores. Each of these mega brands has a potential scale of Rs.1000 crores in the foreseeable future.Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam,Breeze, Dove, (all soaps) surf excel,surf , Rin, Wheel (the number one detergent brand inIndia, and HLL's
largest), 501, Sunlight (all detergents). HLL also markets the Vim andDomex range of Home Care Products. In the Personal Products business, HLL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos; the company markets Nihar oil. InOral Care, the portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes.In Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest sellingSkin Care Product in India; a brand developed in India, it is now exported to over 30countries. It has been extended as an Ayurvedic cream, an under-eye cream, a soap and atalc, in line with the strategy to take brands across relevant categories. The other major Skin Care Franchises are Pond’s, Vaseline, Lakme and Pears. In Colour Cosmetics, HLLmarkets the Lakme and Elle-18 ranges. In Deodorants, the key brands are Rexona, Axe,Denim and Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline andLifebuoy. Axe and Denim are HLL’s franchises for Men’s toiletries.HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care Products.Health Care is among the new businesses HLL has chosen to enter. The product rangecomprises Cough Naashak Syrup, Headache Naashak Roll-on, Dandruff Naashak Shampoo, Hair Rakshak Oil and Body Rakshak Soap. The purity of the Ayurvedicingredients in Lever Ayush is endorsed by the renowned Arya Vaidya Pharmacy (AVP) of Coimbatore.
It is for the first time that rigorous Testing procedures of the pharmaceutical industryhave been applied to Ayurvedic products. That is why the brand seal is ‘Truth of Ayurveda; Proof of Science’.HLL has started franchised Lakme Beauty Salons, offeringstandardised services, in line with the strategy to add a service dimension to relevant brands.HLL and Pepsi have formed an alliance to distribute a full range of tea and coffee andsoft beverages through vending machines; HLL already has a base of around 15000 suchmachines. The coffee business comprises Bru Instant Coffee and Deluxe Green LabelRoast & GroundCoffee.The Kissan and Knorr Foods range comprises Spreads & Jams, Biscuit Sticks, Soups,Squashes, Tomato Ketchup, Sauces, Puree, and Cooking Aids. Popular Foods, lFlour 
Iodized Edible Salt, under the Knorr Annapurna brand name, have met with remarkablesuccess.
axe, or 
lynx is a brand of male grooming products, owned by
who manufacture a range of products in the health & beauty,household cleaning, food and ice cream categories.Axe's lead product is a
 body spray. The brand also includes deodorant sticks,roll-ons, anti-perspirants, aftershaves and shower gels. In most of the world the brand isnamed
axe; in
New Zealand
, and the
United Kingdom
it isnamed lynx
due to conflicts regarding the trademark.AXE Deodorant-1999Tagline “The Axe EffectPortrayed as a ‘weapon of seduction’Five Fragrance: Dimension, Java, Phoenix, Pulse and VoodooAxe, the deodorant that is considered cool, fashionable and stylish by young men waslaunched in India in 1999. Available in more than 60 countries around the world, it is aworld leader in male toiletries.Axe has a mix that is completely harmonised globally – from its proposition andcommunication to the product, as available on
the shelf.

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