Research of Axe Deodorants

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Individual Assignment Topic | Clarkson Lumber Company Case Study | Student | Trinh Viet Dung | Student ID | FB00229 | Class | SB0703 | Lectures | Pham Lien Ha | Excutive Summary Axe is very well-know brand in the world.Although Axe’s lead product is the fragranced deodorant body-spray, other forms of the brand still exits. In first stage of 2012,it penetrate in Viet Nam market while deodorants segment for men have divided by Romano, Niviea, Rexona... The SWOT analysis will point out what is strengths, weaknesses, opportunities and threats of Axe in Viet Nam market. Axe has a creative strategy, the Axe campaign is very innovative and capitalizes on one strong idea. The brand managers do a great job of appealing to their target customers and knowing exactly what they want. However, this campaign also has a few weaknesses when it launched in Viet Nam market, other target customer include women and different age group can be uncomfortable, even be angry. In first stage when Axe launch, they have to cope with big competitors which exist long time ago in Viet Nam such as Nivea and Romano.With a suitable marketing, Axe now have a particular position in Viet Nam market. Background Information Unilever’s background - Unilever is the world’s third-largest multinational consumer goods company with wide range of product. Including: foods, beverages, cleaning agent and personal care products. - Unilever owns over 400 brands, its 25 largest brands account for over 70% of total sale. - Unilever is houlding 2 company include Unilever N.V., based in Rotterdam, Netherlands, and Unilever PLC, based in London, United Kingdom. Both companies have the same directors and they operate as a single business. Unilever PLC has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 Index. It had a market capitalisation of £27.3 billion as of

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