AXE

HUL or Hindustan Unilever Ltd is a subsidiary of Unilever, one of the world¶s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of ¼40.5 billion in 2008. Unilever has about 52% shareholding in HUL. Hindustan Unilever was recently rated among the top four companies globally in the list of 3Global Top Companies for Leaders´ by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India. AXE is a cool, iconic, youth brand available in more than 60 countries around the world. It was launched in India in 1999 and has already become the largest selling Male Deodorant in India. Apart from the deos, Axe also provides a grooming range for the young Indian male, viz. Shaving Gel, Foam, After-Shave lotion, and Cologne Talc. Each fragrance of Axe is a scent of desire, created by the international diva of fragrances; Ann Gottlieb. The formulation is a base with higher efficacy to help men in attracting the fairer sex better than ever! And need we say anything about feminine attraction? You need to be a true Axe man to handle it all!

The Axe Effect - Gets you more than before!
Axe deo was launched in India during 1999. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i.e High Price Low Promotion. Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) .HLL may have launched this brand inspired by the volume of Axe sold in the Grey market. At that time, the deo market was a nascent one with an estimated market size of Rs 72 crore. HLL had the brands Denim and Rexona and was ruling the market. Axe

Lowe Lintas employs over 650 people across eight divisions and nine cities all over India. Lowe Lintas is one of India¶s largest and most storied communication groups. Wild Stone SHAVING GEL. Parachute. Set Wet Zatak. etc AFTER SHAVE LOTION. Meaning.Gillette. Axe Denim COMPETITORS FOR AXE IN EACH PRODUCT CATEGORY DEODORANTS. Dettol. Axe Dimension.Palmolive. Axe Touch. AXE after Shower Gel. HLL did not bother to fine tune its Promotional mix to Indian market but just imported the promotions. . Old Spice. Axe Pulse. Gillette After Shower Gel. Park Avenue.AXE Shaving Gel. etc. AXE AFTER SHOWER..Nike. the company just ran the ads which was popular in the Europe and other markets. Gillette.. Palmolive. AXE PRODUCT RANGE. Adidas.AXE was priced at a premium above the Denim brand which was positioned as a male deo brand. AXE After Shave Lotion. Denim. Dark temptation.Park Avenue Men. Axe Pulse. Axe initially was launched in the fragrance Java. Palmolive. Axe Dark Temptation. Balakrishnan (Balki) and CEO Charles Cadell. Old Spice.AXE also has a some good product range for it`s customers which includesAXE Deodorants. Founded in 1939 as a part of Hindustan Lever.Axe Inxtinct. Axe Denim. Headed by Chairman and Chief Creative Officer R. Alaska and Atlantic. Park Avenue Men. Axe summer. Park Avenue. AXE AD AGENCY Axe advertised it`s products through many companies but the main and the foremost company which advertised products for Axe is Lowe Lintas.Axe inxtinct.. Axe Click. AXE Cologne Talc.

and one of the star offices in the Lowe Worldwide network. Body spray and body wash brands like Axe. Headquartered out of London. We personally feel that it targets all 'Young at heart" naughty guys. And world over. We think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. Sharp. Although many brands take this proposition. and Magnetic Attraction are hot commodities for young males.AXE Today. Swagger. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users. The brand is targeted at male aged 16-25 . Axe has positioned itself as a male brand having brand value like cool. We are a guiding light for Lowe offices in South Asia. Ericsson. Saab and many more. The problem is the males are much younger than the brands' target audience ± sometimes as young as 10 years old. Tag. fashionable and stylish and targets mostly youngsters ranging between 18-24 years old. Lowe Lintas India leads global and regional communication for several Unilever and Johnson¶s Baby brands. Nestle. That feeling (of being seduced) gives a big boost of self confidence to a man. Fashionable and Stylish. Internationally this brand targets male aged 15-25. the brand sticks to its core values. Johnson & Johnson. The brand assumes that Men want (Likes) to be seduced. AXE TARGET CONSUMER AUDIENCE Axe is the naughtiest brand in the Indian market. . Lowe Worldwide has over 80 offices in 73 countries and a client roster that includes Unilever. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. The brand has its brand values of Cool. Axe just made it perfect. Lowe Lintas India is a wholly owned subsidiary of the Interpublic Group. Girls Makes The First Move.

while the girls have the looks of pure longing. it got its segments correct. Globally also this brand has lot of online initiatives which are almost always naughty. 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 Voodoo and the latest one Phenomenon. the targeting was exemplary and positioning: something to drool for. In 2005. This advertisement is just one of the many in Axe¶s marketing campaign that portrays Axe products as powerful tools to attract women. Axe has got every thing perfect for its success. Axe is one of the rare brands that has embraced new media to the maximum extent.That is true because its risky because the brand deals with Girls & Seduction. He has on his face an expression of utter bliss. Along with these. the brand also ensured that customers are constantly engaged with new fragrances and campaigns. The guy keeps on spraying Axe all over his body and while he¶s doing this. girls from everywhere are clamoring to get close to him. Axe has escaped their AXE. That is the power of brand. I have tried most of the fragrances and not all of them are good. It is really surprising that so far. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. but I try it because I like the brand. That also shows that the ad agency is also careful about the concepts put . One of the reports term the marketing strategy of Axe as adventurous Marketing". Not always every one may like the theme or the campaigns.AXE AXE PROMOTIONAL AD CAMPAIGNS The Axe Body Spray advertisement shows an average-looking guy being pawned over by multitudes of gorgeous girls.

AXE across the Indian media. CONSUMER RESPONSE MODEL STAGE . here the brand plays really safe.Affective as a category in the India Market is high and the target population is aware of personal a health care product which caters to body odor remedy product. likability of the products. It also ensures the campaigns run in Indian media is accepted because most often its the entire family who watches the TV. While in a more liberal markets. . Axe tests new levels of " Adventures" . So Axe focuses on creating attitude.

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