Axe Case Study

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MARKETING MANAGEMENT-I GROUP ASIGNMENT 3 COMMUNICATION CAMPAIGN AXE DEODORANTS [pic] Submitted to: Submitted by: Prof. Freda J. Swaminathan Aayush Kad 91061 FORE School of Management Anisha Malhotra 91067 Chitra Yadav 91076 Mukesh Goel 91093 Sucheta Sabarwal 91113 INTRODUCTION [pic] The Axe deodorant was first launched in the year 1983. It has been there in the market for the last 26 years and is currently the best-selling brand of Unilever. It has earned an iconic status in most of the markets it has entered. The story is no different for India. Axe deodorant was launched in India during 1999. It was launched as a high price product and initially the promotion was kept low. Axe at that time was the leading men's deodorant brand in Europe and was popular in India in the Grey market. HLL had the brands Denim and Rexona and was ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deodorant brand. At the beginning the product promotion was not fine tuned according to the Indian market and the same advertisements that ran in Europe were used for the Indian audience as well. Later the promotion was adapted according to the Indian sensibilities. Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this star performer. Axe markets itself as the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25. All its campaigns revolve round this central theme of Seduction where Girl makes the first move. This

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