Axe - HUL
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The document discusses the male grooming brand AXE, owned by Unilever. It was launched in India in 1999 and is now the market leader with 25% share. AXE targets young males aged 16-25 and positions itself as a cool, iconic youth brand that solves the problem of body odor. It was initially launched at a high price but now ranges from Rs. 100-150. AXE uses humorous advertising focusing on attraction and seduction. It engages customers through interactive campaigns. While AXE has strong brand fame, creative advertising, and affordable prices, it also faces threats from competitors and risk of being seen solely as a sex appeal brand.
Axe - HUL
- 1. AXEThe AXE Effect - Sachin Dhakrao(148)
- 3. AXE1Axe, or Lynx - A brand of male grooming products owned by Anglo-Dutch company Unilever
- 4. Power brand of Unilever
- 5. Image related brand extensionIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 6. Introduction2Launched in India in 1999
- 7. Launched as high price product with low promotion
- 8. Denim and Rexona – HUL’s major brands
- 9. 2002 Axe phased out Denim with better market share
- 10. Indian market penetration 2 - 3%
- 11. Axe market leader with 25% market share
- 13. CavinKare (Spinz and Hi5, 7.4%)Source : The Strategist 22 Nov 2010Introduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 14. Product Variants3Introduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 15. Positioning4Indian male conscious about look (body odour included)
- 16. Positioned as Male Deodorantbrand
- 17. Claims as Cool Iconic youth brand
- 18. Targets young male (16-25 years olds)
- 19. Older generation not targeted explicitly but product trickle down to other age groupsIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 21. Product solves an immediate problem
- 22. Launched as a high price - 250 Rs
- 23. Skimming strategy current price point ranges between 100-150 Rs
- 24. Product:
- 25. Distinctive black metallic exterior and an associative logo
- 26. Perfect Ergonomics aerosolleakagevirtually impossible
- 28. Different designs for different variants (Sense of Style, Uniqueness and Up market feel)
- 29. Brand extension - skin related productsIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 31. Primary tool used by Axe
- 32. All TV commercials, print ads and billboards try to attract people with humor(IMPULSE related product)
- 33. Booked cricket slots - related themesIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 35. Engage customers and directly or indirectly raise awareness
- 37. Use of web in relevant web sites, social networking sites - Facebook and Orkut
- 38. Axe ads 60,000 to 5000,000 views on Youtube (SetwetZatak 1500,Garnier Men 2000)
- 39. Various campaigns “Call Me”, “AXEfeather” , “AXELand” for an increased customer engagementIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 40. Promotion8Central theme of campaigns : Seduction where Girl makes the first moveBrand assumes that Men like to be seduced.Introduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 42. “Getting the girl has never been easier, thanks to the AXE effect”
- 44. MusicStar campaignIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 46. Own product launches, sponsoring various events like youth festivals, music shows - an opportunity to interact with its target audience
- 47. NOVEMBER 2008- “Chocolate Month Of The Year”Introduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 48. Place11HUL’s strong marketing logistics network
- 52. More promotions in malls
- 54. OTC (Over the counter) strategy - Medical storesIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 56. Fame for creative messages
- 57. Affordable price
- 58. Wide variety of fragrances
- 59. Successful and effective advertisement campaigns
- 61. HUL’s brand - gets more money from itWeaknessSubliminal publicity, “AXE effect” doesn’t exist
- 62. Advertise only spray products, AXE product line is much moreOpportunities Create new product lines, targeting female customers
- 63. Maintain better standards of quality
- 64. Continuous innovationThreatsRisk of being a brand for enhancing the men sex-appeal
- 65. Copy by the competitors
- 66. Emerging local players with lesser price
- 67. Spray emits damages to the environment
- 68. Price wars by unorganized players Introduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 69. Porter’s 5 forces13Threat of new Entrants –HIGHBargaining Power with Supplier – LOWBargaining Power withBuyer – LOWCompetitive Rivalry within Industry – HIGHThreat of Substitutes – MODERATEIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 70. Conclusion14Strong male deodorant brand
- 72. Consider the aspiring class
- 73. Brand extension
- 74. Conversion of non users to usersIntroduction4 P’sProduct VariantsSWOTPorter’s 5 Forces
- 75. 15Thank you
- 76. Questions16
Editor's Notes
- #4: Dynamic & struggling as new population class emerging aspiring class
- #7: Compare wildstone - targets adult male age group (25-35) with guilt factor, two word name format e.g. Aqua fresh, Raw Passion, Night Rider etc.BRAND BULDING DISPOSABLE INCOME, DISTRIBUTION NETWORK
- #8: for varying flavours. Brand extension is skin related product.Bottles communicate a great sense of style, uniqueness and an up market feel attracts target audience
- #9: ( Customer lolyalty, involvement, no brand switching,)
- #10: brand consistency is strong,just changed product rather changing target audienceWord of mouth Axe gamesAxe girl ‘Tanya’ - 27 lakh calls, 5 lakh wake up alarm request, 30500 ‘Hey Axe Man’ ringtones downloaded
- #14: Strategist’s add image to be added.Traditional way (kirana) organised retail (Malls) follows same thing, Margins increased.