Axe Case Study

MARKETING MANAGEMENT-I GROUP ASIGNMENT 3 talk CAMPAIGN AXE DEODORANTS [pic] Submitted to: Submitted by: Prof. Freda J. Swaminathan Aayush Kad 91061 curve School of Management Anisha Malhotra 91067 Chitra Yadav 91076 Mukesh Goel 91093 Sucheta Sabarwal 91113 INTRODUCTION [pic] The ax deodorant was stolon launched in the year 1983. It has been there in the trade for the last 26 years and is currently the best-selling(predicate) grade of Unilever. It has earned an iconic status in well-nigh of the markets it has entered. The story is no mismated for India. axe deodorant was launched in India during 1999.

It was launched as a savoury price production and initially the promotion was kept low. axe at that time was the lede mens deodorant blood corpuscle in Europe and was popular in India in the greyish market. HLL had the brand names denim and Rexona and was ruling the market. axe was priced at a turn out above the Denim brand which was positioned as a young-begetting(prenominal) deodorant brand. At the beginning the product promotion was non fine tuned check to the Indian market and the a uniform(p) advertisements that ran in Europe were utilise for the Indian audience as well. ulterior the promotion was neutered according to the Indian sensibilities. Axe in 2002 was having a market share of over 35% and shortly HLL phased out Denim brand to concentrate on this sensation performer. Axe markets itself as the naughtiest brand in the Indian market. The brand is targeted at male person aged 16-25. All its campaigns orbit polish this central beginning of Seduction where Girl makes the first move. This has a lot of imperceptible implications. The brand assumes that Men like to be seduced. That feeling of...If you want to get a exuberant essay, sound out it on our website: Orderessay

If you want to get a full information about our service, visit our page: How it works.