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The Economic Times, Business World, and Business Today have also rated HUL as one of India’s most
respected companies and the number one in Market Value Added.
The vision that inspires HUL's organization is to “meet everyday needs of people everywhere - to anticipate
the aspirations of our consumers and customers and to respond creatively and competitively with branded
products and services which raise the quality of life.”
This objective is achieved through the brands that the company markets
Market Leading Brands
Soaps and Detergents- Lifebuoy, Lux, Hamam, Dove, (all soaps) surf excel, Wheel (the number one detergent
brand in India, and HUL's largest)
Personal Products Business- HUL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos
Skin Care- HUL markets Fair & Lovely Skin Cream and Lotion, the largest selling Skin Care Product in India
Others- Pond’s, Vaseline, Lakme , in Color Cosmetics there is Lakme and Elle-18 and List goes on…….
HUL is India's Largest exporter of branded fast moving consumer goods (FMCG)
Company's Exports portfolio includes HUL's brands of Soaps and Detergents, Personal Products, Home Care
Products, Tea and Coffee.
THE AXE EFFECT
Axe is a brand of male grooming products, owned by Anglo-Dutch company
The Axe deodorant was first launched in the year 1983 in France.
It has been there in the market for the last 26 years and is currently the best-selling brand of Unilever.
Axe at that time was the leading men's deodorant brand in Europe and was popular in India in the Grey
market.
HUL had the brands Denim and Rexona and was ruling the market. Axe was priced at a premium above the
Denim brand which was positioned as a male deodorant brand.
THE AXE EFFECT
Axe, the deodorant has Tagline “The Axe Effect”, promoted as the naughtiest brand in the Indian market.
The brand is targeted at male aged 16-25. All its campaigns revolve round this central theme of Seduction
where girl makes the first move.
The brand assumes that Men like to be seduced and positioned as a ‘weapon of seduction’.
The Product Line of Axe Effect (Deodorant)
Java- Variant name after the Island in Indonesia
Ready- Long lasting effect makes you always ready for "action", blue colored can.
Willing- Long lasting effect makes you always willing for "adventure", green colored can.
Conviction- If you have conviction, no woman can say no. No woman who can turn her face. Because women like men
safe.
Pulse- Suggests that it gives geeks added confidence so they can pull off crazy dance moves to impress girls and be
irresistible
Dark Temptation- A chocolate-smelling fragrance; advertising implies that because women like chocolate, they will
find men who smell of chocolate irresistible
Interactive Marketing
Dedicated website-www.theaxeeffect.com for promotion.
Advertisements of AXE are visible all over the web in relevant and web social networking sites like Face
book, Orkut, Hi5 etc
Publicity
“Getting the girl has never been easier, thanks to the AXE effect”.
Axe has the right storytelling element and the video reinforces the brand's provocative and contrarian
personality, without constraints from TV and radio censors.
It has always projected its products as cool, fashionable and stylish
“CALL ME”
Targeted at the young urban male, the cool and youthful brand is positioned as one that helps guys
get ahead in the mating game.
The new campaign, launched in early March showed girls swooning over Axe men and giving
them their telephone numbers. Both films end with the girls giving the boys the number
09987333333.
Through a series of ads in print, outdoors and television, viewers are being encouraged to call this
very same number.
AXE CLICK CAMPAIGN
The axe undertook the click campaign in 2006 to promote its new fragrance “CLICK”. It was a pan-global
campaign which was mainly targeted at young males.
This campaign was implemented in two phases. In the first phase a small teaser site with the name of
www.clickmore.com was launched.
“Chocolate Month Of The Year”- Nov’08
Axe launched another campaign in November 2008 to promote its new variant Axe Dark Temptation in India. It
was undertaken in association with Yahoo.
It was 24 hour online campaign in which a dark man was placed in the centre of the www.yahoo.co.in homepage
on 14th November.
This campaign was mainly used to capture the attention of the young internet users who visited the Yahoo webpage
This campaign again highlights the importance of internet as a medium of communication especially if the target
audience is young.
Packaging, Labeling & Pricing of Axe Effect
Packaging
AXE keeps on innovating its packaging designs.
It communicate a great sense of style, uniqueness and an up market feel
Labeling
Stylish printing ,stylish cap.
Information about the axe deodorant.
Packaging and Labeling of Axe
PRICING
The price of all the variants of axe are same. the all axe are in the same range, they just have different
fragrance and flavor
SWOT ANALYSIS
STRENGTHS WEAKNESS
Unique value proposition Target audience
Market leader Naughty Ads
Interactive campaigns Traditional factors
SWOT ANALYSIS
OPPORTUNITIES TREATS
Products for women Other competitors
Targeting Age group Changing trends
Increasing product line Imported products
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