Marketing Strategy For Axe

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MARKETING PLAN Executive Summary When launching Ego, Unilever entered the least profitable sector in the male deodorant market: the fragrance sector. Up until this point the market was very focused on efficacy and deodorants were positioned as hardworking and effective in banishing under-arm odour. Ego, however, introduced the element of fragrance and deodorant was no longer simply a barrier against natural body odour, it also enhanced it. Over the past 16 years Ego, has been part of a migration as it was slowly brought in line with its global counterpart and therefore adopted the global brand name, Axe. From a business perspective, it made sense to since the logistical advantages of synergising brands are enormous. Axe is currently the largest male toiletry brand in the world and is sold in over 62 countries, worth almost $US 1 billion and still growing, with deodorant sticks, roll-ons, anti-perspirant, aftershaves and shower gels. The South African deodorant market is currently worth almost R500 million and growing in double digit rates per annum. This growth is predominantly in the aerosol and fragrance sectors. Ego/Axe is South Africa’s number one male deodorant brand. In order to meet its objectives shown below Unilever will embark upon a fully integrated marketing communications plan for Axe: • To increase sales by 15% by 31 December 2005. • To increase market penetration by 10% by 31 December 2005. • To increase brand insistence from by 15% by 31 December 2005. Situational Analysis Macro – Environmental Analysis Economy In 2002 the economic scene was dominated by four interest rate hikes, hefty increases in the price of consumer goods, lower business confidence and increased inflation. This situation was brought on by the problems in Zimbabwe and the fall in exports due to a weaker international market. During the boom

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