Marketing Strategy For Axe

MARKETING PLAN Executive Summary When launching Ego, Unilever entered the least profitable sphere in the male deodourant marketplace: the bouquet sector. Up until this point the market was very centre on expertness and deodorants were positioned as hardworking and effective in banishing under-arm odour. Ego, however, introduced the element of fragrance and deodorant was no longer obviously a bulwark against natural body odour, it also heighten it. Over the foregone 16 years Ego, has been part of a migration as it was tardily brought in line with its global facsimile and therefore select the global brand name, chop. From a caper perspective, it made wizard to since the logistical advantages of synergising brands are enormous. chop is shortly the largest male toilet articles brand in the world and is interchange in all over 62 countries, worth intimately $US 1 one one thousand thousand million million and still suppuration, with deodorant stic ks, roll-ons, anti-perspirant, aftershaves and shower gels. The south African deodorant market is currently worth almost R500 million and increment in double digit rates per annum. This growth is preponderantly in the aerosol and fragrance sectors. Ego/Axe is south Africas number one male deodorant brand.

In order to meet its objectives shown below Unilever will embark upon a mounty integrated marketing communications plan for Axe: To increase sales by 15% by 31 December 2005. To increase market penetration by 10% by 31 December 2005. To increase brand depict per unit area from by 15% by 31 December 2005. Situat ional Analysis large Environmental Anal! ysis frugality In 2002 the economic scene was dominated by quadruplet interest rate hikes, hefty increases in the bell of consumer goods, abase business confidence and increased inflation. This situation was brought on by the problems in Zimbabwe and the fall in exports due to a weaker world-wide market. During the boom years, the economy created in most South African households easier access to disposable income which...If you want to get a full essay, order it on our website: BestEssayCheap.com

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