THE AXE EFFECT AN ETHNOCUNSUMERIST REPORT PRESENTED BY: D’COSTA MEGHA FLORENCE STUDENT ID 20120547 MSC IN INTERNATIONAL LUXURY AND BRAND MANAGEMENT MODULE MK501E INTERNATIONAL CONSUMER BEHAVIOUR PROFESSOR - MARC PORTER INTRODUCTION The trend that I have chosen for the ethnconsumerist report is emerging maturialism‚ with regards to the Indian market. My country of comparison is United States of America‚ which is an already emerged market for the said trend. According to trendwatching.com emerging
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tips‚ Persil‚ Lynx (known as AXE in the US)‚ Hellmann’s and Slim-fast [4]. With such a wide variety of products the customer base depends entirely on the chosen brand and sales location and it is expected that the customer base for the company are both genders all ages and backgrounds. With relation to the Lynx product in the UK‚ as shown below in figure 1‚ the male to female ratio usage of body sprays is nearly two to one‚ with females exceeding the use in deodorants‚ most likely due to the use of
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Introduction Dove Inc. is a well-known body care brand that has played a key role in the body care industry since it’s introduction in 1955. Many women identify with Dove because of their large array of products that are available to them and because of their strong advertising campaigns. In January 2010‚ Dove Inc. launched their new product line that was to cater specifically to men. Initially‚ Dove Men+Care was advertised to gain recognition by a female target base. After women were familiar
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aiming to deiver business objective for the brand and the company. Social media strategy Figure 1. Showes place of each startegic component relatively business goal. P&G BUSINESS GOALS and STRATEGY Business Goal: gain 20% market share in deodorant products*‚ total market value worth US $ 1 billion and overtake Unilever with futher market lead. Some assumptions are drown for P&G business strategy related to Old Spice to provide with more precise advocacy. 1. Maintain company harmonized
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cheating and mental harassment via companies product ‘AXE deo’. In this case‚ Hindustan Unilever Ltd is a reputed company in FMCG sector having wide variety of its product. Company also groom the deodorant industry with the help of its sub brand ‘AXE’. Company went for advertisement showing the craziness of girls towards the AXE deo and AXE deo applied man. And create a good will by saying that attraction of girls after applying the AXE deo is called ‘AXE effect’. With this company also introduce products
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I ACKNOWLEDGEMENTS We take this opportunity to thank Prof. Avinash Mulky for giving us this opportunity to study a brand like FOGG which has been successful in creating a unique place for itself in this highly fragmented market segment of deodorants. The concepts taught as part of the coursework were instrumental in understanding‚ analyzing and suggesting marketing strategies for the brand. This project provided us an opportunity to apply our learnings to the real world and get a working
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Constitution‚ Java‚ United States‚ and Hamilton. Procter & Gamble purchased Old Spice from the Shulton Company in June 1990. The clipper ship was replaced by the yacht logo in February 1992. Throughout the 2000s‚ Procter & Gamble introduced many forms of deodorant‚ body washes‚ and body sprays in several scents under the Old Spice brand. "If your grandfather hadn’t worn it‚ you wouldn’t exist." "The original." In early 2008‚ the original Old Spice scent was repackaged as "Classic Scent‚" both in the
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day in my life and I’ll look remarkable similar to the model advertising it. Not only women are being effected by this “image” but men too. Another example of these false advertisements are the Axe Deodorant™ commercials that are constantly implying to men that as long as they buy this particular deodorant and use it they’ll have dozens of beautiful women crawling on them all at once. I can’t be certain
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you while others‚ have an odd and blatant approach. The commercials are for the Axe Apollo deodorant spray‚ Gamefly video game rental service‚ and the Mercedes-Benz automobile company; they all contain different fallacies that attempt to persuade you in different ways. These examples will show you how fallacies‚ though coming with different approaches‚ have the same purpose – getting you to buy their product. The Axe Apollo is one of the commercials that portrayed its fallacy‚ Hasty Generalization
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KNORR‚ HELLMANN’S Unilever’s Market Share of Grocery 10 Global Market Size of Grocery 11 $112.3 B MKT CAP See the Full Analysis for Unilever Group on Trefis — CORPORATE SNAPSHOT — EBITDA Margin of Becel‚ Blueband‚ Knorr‚ Hellmann’s 13 DEODORANTS (AXE & REXONA) Unilever N.V. (NYSE: UN) is a public limited company registered in the Netherlands‚ which has listings of its shares and depositary receipts for shares on the Euronext Amsterdam and of New York Registry Shares on the New York Stock
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