Axe Case Study

MARKETING MANAGEMENT-I GROUP ASIGNMENT 3 COMMUNICATION CAMPAIGN axe 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 for the first time launched in the year 1983. It has been there in the market for the last 26 years and is currently the pop grade of Unilever. It has earned an iconic status in some 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 harvest-tide and ab initio the promotion was kept low. ax at that time was the take mens deodorant speck in Europe and was popular in India in the greyish market. HLL had the injurys 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 aforesaid(pren ominal) advertisements that ran in Europe we! re 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 spread polish this central theme of Seduction where Girl makes the first move. This has a lot of subliminal implications. The brand assumes that Men akin to be seduced. That feeling of...If you want to get a estimable essay, sound out it on our website: OrderCustomPaper.com

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