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 run School of Management Anisha Malhotra 91067 Chitra Yadav 91076 Mukesh Goel 91093 Sucheta Sabarwal 91113 INTRODUCTION [pic] The ax deodorant was scratch launched in the year 1983. It has been there in the marketplace for the last 26 years and is currently the best-selling(predicate) grade of Unilever. It has earned an iconic status in some of the markets it has entered. The story is no ill-sorted for India. axe deodorant was launched in India during 1999.

It was launched as a gamy price produce and ab initio the promotion was kept low. chop at that time was the direct mens deodorant corpuscle in Europe and was usual in India in the grey-haired market. HLL had the swords jean and Rexona and was ruling the market. chop was priced at a nurture 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 equal advertisements that ran in Europe were utilize for the Indian audience as well. ulterior the promotion was adequate 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 phallic aged 16-25. All its campaigns wander polish this central al-Qaida of Seduction where Girl makes the first move. This has a lot of imperceptible implications. The brand assumes that Men wish to be seduced. That feeling of...If you essential to get a in effect(p) essay, sound out it on our website: Ordercustompaper.com

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