Axe vs: old spice optimedia's antony young analyzes the media strategies behind two creative men's brands of body cleaning and fragrance products. Here is the marketing mix of axe axe is also known to use bundling pricing where in it promotes 1 + 1 axe bundles or 2 + 2 axe deo bundles along with this, the. But lynx is becoming the deodorant of choice for men in their teens and early 20s, writes claire cozens but the advertising was part of a much bigger marketing campaign aimed at giving lynx.
In this presentation we discuss about the use unconvential media and campaigns that have made dove and axe strong brands. Create the following components of a marketing plan for axe's new deodorant for the next year the marketing plan should include: 1 situational analysis 2 marketing strategy 3. Axe positioning analysis leave a reply axe, launched in france in 1983 by unilever, is a brand of male grooming products including deodorants, anti-perspirants, body sprays, shower gels, and hair products. Brand update : axe extends to soaps axe deo , the market leader in the rs 1000 crore indian deo market has extended itself to soaps marketing strategy.
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. Even though you may not use the product, axe deodorant and its marketing strategy is one that has been successful in selling its merchandise as well as getting a few good laughs in the world's #1 trend platform. Axe helps guys look, smell and feel more attractive, with a range of body sprays, deodorants, anti-perspirants, shower gels and hair products.
Case study: how axe redefined masculinity by freeing its campaigns from dated ideas of 'maleness' and celebrating individuality, axe has broken the mould when it comes to marketing to men to continue reading this article you need to be registered with campaign. Marketing strategy four axe deodorants positioning strategy of axe introduction axe is a product of hindustan uniliver, one of the biggest fmcg companies in india axe is a brand of male grooming products, marketed towards young males. Marketing plan of dove outcomes of the marketing strategies will be measured in terms of increased sales, gross revenue, profits, customer base, client's.
Below is an essay on marketing strategy for axe from anti essays, your source for research papers, essays, and term paper examples the south african deodorant. Axe deodrant promotional strategy 1 the axe effect axe is a brand of male grooming products, owned by anglo- dutch company the axe deodorant was first launched in the year 1983 in france it has been there in the market for the last 26 years and is currently the best-selling brand of unilever axe at that time was the leading mens deodorant brand in europe and was popular in india in the grey. Unilevers marketing mix when dove also moved to hair care and deodorant market developing a niche market which was certainly a less competitive market.
Axe continues to be the number one selling brand in it's category, which is followed by old spice since then axe has created a women's spray known as anarchy their comic book marketing campaign for the both him/her body spray, anarchy, has won several advertising awards, and anarchy has had some great positive sentiment online by female. The next step of the brand's communication strategy was the creation of the tv ads, featuring an average looking guy who sprays himself with axe deodorant and model like looking girls who find themselves drawn in hordes to the guy. Axe slips further in deo market the consistent decline in share has forced hul to revisit its marketing strategy behind axe without veering away from its core proposition of a chick magnet.