Axe - HUL

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  • Dynamic & struggling as new population class emerging aspiring class
  • 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
  • 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
  • ( Customer lolyalty, involvement, no brand switching,)
  • 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
  • Strategist’s add image to be added.Traditional way (kirana) organised retail (Malls) follows same thing, Margins increased.
  • Axe - HUL

    1. 1. AXE<br />The AXE Effect<br /> - Sachin Dhakrao(148)<br />
    2. 2. AGENDA<br />Introduction<br />Product Variants<br />4P’s<br />SWOT<br />Porter’s 5 Forces<br />
    3. 3. AXE<br />1<br /><ul><li>Axe, or Lynx - A brand of male grooming products owned by Anglo-Dutch company Unilever
    4. 4. Power brand of Unilever
    5. 5. Image related brand extension</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    6. 6. Introduction<br />2<br /><ul><li>Launched in India in 1999
    7. 7. Launched as high price product with low promotion
    8. 8. Denim and Rexona – HUL’s major brands
    9. 9. 2002 Axe phased out Denim with better market share
    10. 10. Indian market penetration 2 - 3%
    11. 11. Axe market leader with 25% market share
    12. 12. Henkel (Fa, 8.5%)
    13. 13. CavinKare (Spinz and Hi5, 7.4%)</li></ul>Source : The Strategist 22 Nov 2010<br />Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    14. 14. Product Variants<br />3<br />Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    15. 15. Positioning<br />4<br /><ul><li>Indian male conscious about look (body odour included)
    16. 16. Positioned as Male Deodorantbrand
    17. 17. Claims as Cool Iconic youth brand
    18. 18. Targets young male (16-25 years olds)
    19. 19. Older generation not targeted explicitly but product trickle down to other age groups</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    20. 20. Price and Product<br />5<br /><ul><li>Price:
    21. 21. Product solves an immediate problem
    22. 22. Launched as a high price - 250 Rs
    23. 23. Skimming strategy current price point ranges between 100-150 Rs
    24. 24. Product:
    25. 25. Distinctive black metallic exterior and an associative logo
    26. 26. Perfect Ergonomics aerosolleakagevirtually impossible
    27. 27. Innovatingpackagingdesign
    28. 28. Different designs for different variants (Sense of Style, Uniqueness and Up market feel)
    29. 29. Brand extension - skin related products</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    30. 30. Promotion<br />6<br /><ul><li>Advertising:
    31. 31. Primary tool used by Axe
    32. 32. All TV commercials, print ads and billboards try to attract people with humor(IMPULSE related product)
    33. 33. Booked cricket slots - related themes</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    34. 34. Promotion<br />7<br /><ul><li>Interactive Marketing:
    35. 35. Engage customers and directly or indirectly raise awareness
    36. 36. http://theaxeeffect.com
    37. 37. Use of web in relevant web sites, social networking sites - Facebook and Orkut
    38. 38. Axe ads 60,000 to 5000,000 views on Youtube (SetwetZatak 1500,Garnier Men 2000)
    39. 39. Various campaigns “Call Me”, “AXEfeather” , “AXELand” for an increased customer engagement</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    40. 40. Promotion<br />8<br /><ul><li>Central theme of campaigns : </li></ul> Seduction where Girl makes the first move<br /><ul><li>Brand assumes that Men like to be seduced.</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    41. 41. Promotion<br />9<br /><ul><li>Publicity:
    42. 42. “Getting the girl has never been easier, thanks to the AXE effect”
    43. 43. Right storytelling element
    44. 44. MusicStar campaign</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    45. 45. Promotion<br />10<br /><ul><li>Events and Experiences:
    46. 46. Own product launches, sponsoring various events like youth festivals, music shows - an opportunity to interact with its target audience
    47. 47. NOVEMBER 2008- “Chocolate Month Of The Year”</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    48. 48. Place<br />11<br /><ul><li>HUL’s strong marketing logistics network
    49. 49. Physical distribution
    50. 50. Bombardment of flavours
    51. 51. Model retail format
    52. 52. More promotions in malls
    53. 53. Mode of availability
    54. 54. OTC (Over the counter) strategy - Medical stores</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    55. 55. SWOT<br />12<br />Strengths<br /><ul><li> Market leadership
    56. 56. Fame for creative messages
    57. 57. Affordable price
    58. 58. Wide variety of fragrances
    59. 59. Successful and effective advertisement campaigns
    60. 60. Strong emotional touch
    61. 61. HUL’s brand - gets more money from it</li></ul>Weakness<br /><ul><li>Subliminal publicity, “AXE effect” doesn’t exist
    62. 62. Advertise only spray products, AXE </li></ul> product line is much more<br />Opportunities<br /><ul><li> Create new product lines, targeting female customers
    63. 63. Maintain better standards of quality
    64. 64. Continuous innovation</li></ul>Threats<br /><ul><li>Risk of being a brand for enhancing the men sex-appeal
    65. 65. Copy by the competitors
    66. 66. Emerging local players with lesser price
    67. 67. Spray emits damages to the environment
    68. 68. Price wars by unorganized players </li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    69. 69. Porter’s 5 forces<br />13<br />Threat of new Entrants –<br />HIGH<br />Bargaining Power with <br />Supplier – LOW<br />Bargaining Power with<br />Buyer – LOW<br />Competitive Rivalry<br /> within Industry – <br />HIGH<br />Threat of Substitutes – <br />MODERATE<br />Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    70. 70. Conclusion<br />14<br /><ul><li>Strong male deodorant brand
    71. 71. Introduce new flavours
    72. 72. Consider the aspiring class
    73. 73. Brand extension
    74. 74. Conversion of non users to users</li></ul>Introduction<br />4 P’s<br />Product Variants<br />SWOT<br />Porter’s 5 Forces<br />
    75. 75. 15<br />Thank you<br />
    76. 76. Questions<br />16<br />

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