Topics: Brand, Odor, Advertising, Brand management, Man / Pages: 4 (880 words) / Published: Mar 2nd, 2013
Axe deo
Introduction :- Brand of male grooming products owned by “anglo – Dutch Comapny.
First launch in the year 1983 in france .
It has been there in market for last 26 years & it is currently best selling brand of unilever.
At that time it was leading mens deodorant in Europe and was popular in india in “ grey market “.
In india it was launched in 1999
Hul had the brands denim and rexona and was ruling the market.
It was priced at the premium above the denim brand whch was positioned as a male deo brand * Geographic:- * Urban
The axe effect promoted as the naughtiest brand in the Indian market covers male urban youth and mass urban product, urban people have income so they purchase it and they are know the western
Culture very well so they effort and use of deodorant so they are purchase this product * Rural
Capture the rural market the of india, marketing mix for different from urban But Every product and promotion which success in cities might not work in rural area because of values and perception of the people we must work on affordability Availability Awareness Acceptability, product for rural market must be built or modified to suit the lifestyle and of rural consumers, segmentation coverage of village with 8.000 and above population Distribution up to feeder markets /mandi towns direct contact with rural retails, price refer to the customer has to pay in order to acquire a product or services Eg. Customer value Competitors prices cost of company * Destiny
Axe is a cool, iconic brand launched in India in 1999 with Axe Deodorants. It is the largest selling male deodorant in India & has a variety of male grooming products such as Axe Aftershave Lotions & Axe Body Wash.
Unilever’s research and development teams work with a panel of ‘expert noses’ to create Axe products, and come up with fragrances that help men smell and feel their best. But the scents aren’t just developed in the lab.

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