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.

1. AXEThe AXE Effect - Sachin Dhakrao(148)

2. AGENDAIntroductionProduct Variants4P’sSWOTPorter’s 5 Forces

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

12. Henkel (Fa, 8.5%)

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)