AXE - ANALYSIS

Axe - Case Study Analysis

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Table of Content

Introduction2

Industry Context [in China]4

Difference in Chinese v. Western Advertisement Agency6

Management Issue / Challenges of Adaption for Chinese Market8

1.Marketing Data and Segmentation.8

2.Distribution Problems8

3.Good Service Systems9

4.Promotion Mix9

5.Use of the Internet9

6.Legal Impediments9

Analysis and Reasons for Recommendations12

Conclusion12

References13

Appendix19

Media19

Compaign Content20

Chinese Cultural Consideration21

Legal Regulations And Policies21

Axe - Case Study Analysis

Introduction

Axe has its name which emerged in the early 1983 when the aerosol sprays and deodorants were on their boost, Axe as known as Lynx in Australia, United Kingdom and Ireland is a grooming product of makes owned by the Unilever British-Dutch Company and have been marketed towards the youth and males who like wearing on the deodorants. It was launched in the year 1983 in France by Unilever, which was inspired by another product marketed by Unilever named as Impulse.

From 1985 onwards, Unilever have kept to promote the Axe's French success to capitalize in the rest of the world particularly in Europe and the later introducing vast variety of products in the range. Due to the trademark problems of the name Axe, it was launched in the Ireland and United Kingdom with the name Lynx (Children of the Web, 2007).

After the successful launch in the United Kingdom, the Unilever thought to launch its variety of AXE products in Asia, Latin America and Africa and had moderate impact in such continents. In the new millennium the branch launched its products in the Canada and United States. The company created a variety of commercials and advertisements which were put on the billboards and TV advertisements, which gained its name after it. The advertisement has their own concept of appealing and attracting youthful women while spraying it on the body of young lads. The Brand made its name by the consolidated portfolios of the deodorants by migrating male overlapping deodorants into the Branch which was named Lynx such as the Ego Brand of South Africa. The brand has also launched its products in China and UK for women as a part of the expansion to globalize the product range of the brand which was solely made for the men.

Even though Axe's leading product is the aerosol fragranced deodorant spray, additional formats of the brand are present. For the underarm care, the following are sprays are available: deodorant stick, deodorant aerosol body spray, deodorant roll-on, anti-perspirant stick and anti-perspirant aerosol spray (both called Lynx Dry).

The success of the brand worldwide is because it has continuously launched something new each year from its launch, and played a significant part in the success. Moreover, the brand has launched variant fragrance over time, from the early 1983 to the 1989.

Fragrances name like Aqua, Musk were initially used which describes the ingredients used; from 1990 to 1996 the fragrances used geographic names like Alaska, Africa, Nevada, Inca and Java. From 1996 to the year 2002, the inspirational name from Calvin Klein was taken by the Lynx fragrance which was also owned by Unilever. The brand covered, since then a large area of products ...