Solution to the Axe - India case

1. 2. Advertising – Meet all Ends or Not?
Use of Disruptive Marketing
Strategies of promotion totally
opposed to existing practices
Grab attention of newer
target audiences
Incorporating sexuality into
Ads

2. 2. Advertising – Meet all Ends or Not?
Use of Persuasive Marketing
Convince customers that
AXE is the best bet for them
to get girls
Alter perceptions and
enhance the self-image of
consumers.
Influence consumers to
take action and switch
brands

3. AXE – Mode of Advertising
Outdoor
• Billboards
• Banners
• Kiosks
Print Media
• Newspaper
• Magazine
Broadcast
• Television
• Radio

4. AXE’s Advertising Strategy – Effective or Not?
Goal of such Aggressive Advertising?
• Rapid market capture
(growth)
• Attract the young,
insecure and average
males
• Create FOMO and
tension => Provocative
Imagery
Ethical Alignment – No
Controversy?
Cultural Acceptance – No
Still SUCCESS!

5. Potential TG to get offended
“Natural Talent”
Can be offended by
aggressive portrayal of
confidence
Highly confident males Might get cringed at such
ads

6. Potential TG to get offended (Continued)
“Marriage Material”
Might include
sophisticated and
religious minded
people
Humble & Loyal
people
May find the “Girl
Magnet” thing very
offending
Not at all suitable for
conservative minded
ones

7. 5. AXE’S STRATEGY IN THE EARLY YEARS
ATTENTION-GRABBING ADVERTISING – NOT EFFECTIVE
Less Purchasing
Power of People
during that time
WHY?
Acceptance within
the Conservative
Culture back then
Zero Product
Knowledge among
Consumers

8. 5. AXE’S STRATEGY IN THE EARLY YEARS
Aligning Marketing Efforts with
Cultural Norms
WHAT’S MORE IMPORTANT?
Creating the Need for the
Product
Promoting the actual USPs
Considering Consumer Attitude
Consumer Engagement through
Rapport

9. 5. AXE’S STRATEGY IN THE EARLY YEARS
THE BETTER STRATEGY
Product Advertising
Product Differentiation Youth-centric Campaigns

10. 5. AXE’S STRATEGY IN THE LATER YEARS
ATTENTION-GRABBING ADVERTISING – LESS EFFECTIVE
Such advertising
already
implemented vastly
WHY?
Highly Competitive
Market
Educated Consumers
(aware of the USPs)
Attention grabbing
advertising is less
appealing now

11. 5. AXE’S STRATEGY IN THE LATER YEARS
Differentiated Strategy for
different product categories
WHAT’S MORE IMPORTANT?
Identifying a Particular Niche
Catering to the needs of different
Target Groups
Maintaining Sophistication and
Boldness in Communication
Creative Campaigns to attract
and engage potential customers

12. 5. AXE’S STRATEGY IN THE LATER YEARS
THE BETTER STRATEGY
Product Advertising
Product Differentiation Youth-centric Campaigns