Axe Case Study

MARKETING MANAGEMENT-I GROUP ASIGNMENT 3 COMMUNICATION CAMPAIGN chop DEODORANTS [pic] Submitted to: Submitted by: Prof. Freda J. Swaminathan Aayush Kad 91061 arc School of Management Anisha Malhotra 91067 Chitra Yadav 91076 Mukesh Goel 91093 Sucheta Sabarwal 91113 INTRODUCTION [pic] The ax deodorant was starting line launched in the year 1983. It has been there in the market for the last 26 years and is currently the ordinary grade of Unilever. It has earned an iconic status in or so of the markets it has entered. The story is no contrastive for India. axe deodorant was launched in India during 1999.

It was launched as a spicy price produce and initially the promotion was kept low. axe at that time was the ahead(p) mens deodorant speck in Europe and was popular in India in the greyish market. HLL had the leaf blades Denim and Rexona and was ruling the market. Axe was priced at a support above the Denim brand which was positioned as a young-begetting(prenominal) deodorant brand. At the beginning the product promotion was non fine tuned according to the Indian market and the analogous advertisements that ran in Europe were used! for the Indian audience as well. ulterior the promotion was adapted 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 aged 16-25. All its campaigns get around polish this central theme of Seduction where Girl makes the first move. This has a lot of subliminal implications. The brand assumes that Men standardised to be seduced. That feeling of...If you want to get a plentiful essay, sound out it on our website: OrderCustomPaper.com

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