MARKETING MANAGEMENT-I
GROUP ASIGNMENT 3
COMMUNICATION CAMPAIGN
AXE DEODORANTS
Submitted to:
Submitted by:
Prof. Freda J. Swaminathan Aayush Kad 91061FORE School of Management Anisha Malhotra 91067Chitra Yadav 91076Mukesh Goel 91093Sucheta Sabarwal 91113
INTRODUCTION
The Axe deodorant was first launched in the year 1983. It has been there in the market for thelast 26 years and is currently the best-selling brand of Unilever. It has earned an iconic status inmost of the markets it has entered. The story is no different for India.Axe deodorant was launched in India during 1999. It was launched as a high price product andinitially the promotion was kept low. Axe at that time was the leading men's deodorant brand inEurope and was popular in India in the Grey market. HLL had the brands Denim and Rexona andwas ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deodorant brand.At the beginning the product promotion was not fine tuned according to the Indian market andthe same advertisements that ran in Europe were used for the Indian audience as well. Later the promotion was adapted according to the Indian sensibilities. Axe in 2002 was having a marketshare of over 35% and soon HLL phased out Denim brand to concentrate on this star performer.Axe markets itself as the naughtiest brand in the Indian market. The brand is targeted at maleaged 16-25. All its campaigns revolve round this central theme of Seduction where Girl makesthe first move. This has a lot of subliminal implications. The brand assumes that Men like to beseduced. That feeling of being seduced gives a big boost of self confidence to a man. Althoughmany brands take this proposition, Axe just made it perfect.Along with these, the brand also ensured that customers are constantly engaged with newfragrances and campaigns. In 2005, Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodooand Phenomenon. In the recent years, it has launched call me campaign.
Axe is one of the rare brands that have embraced new media to the maximum extent. The brandhas started its Internet based marketing initiative in India with Axe Land which involved avirtual trip to the Axe world. Also to promote its chocolate variant, it declared November as themonth of chocolate. Yahoo web page was used extensively to promote this campaign.Axe success in India is primarily based on its captivating communications strategy. It uses awide range of media to engage with the consumers. Its success is very much evident from thefact that it is gaining acceptance in non-urban areas as well.
COMMUNICATION TOOLS
AXE used the following five communication tools for its promotion:
(1)Advertising
Advertising can be explained as a paid form of non-personal presentation and promotionof goods. This is the tool primarily used by AXE as a mode of communication. In all itsTV commercials, print ads and billboards, AXE has tried to attract people with itshumour as shown in the ad below.
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