Axe Slides

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Unilever Brand Extension & New

Product Development Concept

Prepared By

Kevan Sinanan

August 2013


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THE SITUATION

The Personal Care and Home Care product categories are key revenuedrivers for UNILEVER.

The success of products from AXE to SURF continue to solidify the globalleadership position for the UNILEVER portfolio of brands.

AXE rules in the personal care category. AXE is the #1 mens body

spray. Everywhere. AXE has given men a way to solve every day groomingproduct needs for deodorant, body sprays and shower gels.

The global Deodorants market is forecast to reach about US$15.78 billionby 2018, driven primarily by product innovations, advancing male grooming,increasing demand for organic as well as natural spray products, andgrowing importance of grooming among teenagers and young adults.


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THE SITUATION

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page please contact:[email protected]


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THE PROBLEM




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THE PROPOSED SOLUTION




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THE MARKETPLACE OPPORTUNITIES




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REPEAT !!!

Step 3 SHOWYOUR BEST FACE

WITH AXE

SHAVING GEL

Step 4:APPLY AXE

DEODORANT

THE PATH TO AXE MULTI-BRAND USE & LOYALTY

Step 2SHOWER

WITH AXE

SHOWER

GEL

Step 6:

DATE

Step 1

Step 5


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THE GLOBAL MARKETPLACE IMPLICATIONS




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THE TRANSFORMATION




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THE TRANSFORMATION




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THE TRANSFORMATION

The Wall Street Journal makes the hands-down prediction that the trendtowards home care products adverting targeting men is here to stay. Notedsociologist Scot Coleman states - Gender roles fall away when they no

longer make sense."

And for marketers - anything that does not make sense loses cents.


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THE TECHNOLOGY




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THE CONSUMER TARGETS

THE AXEON HIS OWN GUY

Demographics: Age 22+, income $24,000+/year, High School Education+,Lives with roommates or has own apartment

Psychographics & Aspirations: Enjoying life as a single AXE man. Datesmore than one girl and pays lots of attention to tips and tricks on how to

land girls - but has desire to find the one. Gets insights and gives datinginsights to fellow AXE roommates, friends, and posse. Pays lots of

attention to personal grooming. Currently goes with whats on sale or

what mom used in terms of laundry products. Style and trend follower.Open and early adopter to new products that enhance grooming andpersonal appearance

Brand Opportunity: EARLY ADOPTERS, CATEGORY INNOVATION


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THE CONSUMER TARGETS (continued)




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THE SURVEY SAYS




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THE SURVEY SAYS


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THE SURVEY SAYS


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THE SURVEY SAYS


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THE SURVEY SAYS

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THE SURVEY SAYS



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THE SURVEY SAYS


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THE SURVEY SAYS



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THE SURVEY SAYS



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THE SUSTAINABILITY BENEFITS

UNILEVER can leverage its strength in product design and technologycapabilities to introduce new concentrated liquids and concentrated laundrycapsules that satisfy CSR commitments and have strong appeal with eco-conscious consumer targets.


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THE TARGET MARKET - PROPOSED TEST TACTICS

Distribute product samplings to reach AXE Own My

Own and AXE Still At Home Consumer Targets.

DIRECT MAIL

MAJOR RETAIL STORESAXE sample as a gift with purchase incentive at major apparel retailers to launch, drive and generate trial

and sales in mass drug, supermarket and apparel stores.

Target collegedormitory

residents at theTop 20 Colleges

in the U.S.

Host events, contests anddemos at major athletic clubs

in Top 20 SMSAs.

Distribute AXE viadirect mail campaign

targeting On My Own

apartment dwellers in the

Top 20 SMSAs.

SOCIAL MEDIA ON PREMISE SAMPLING & EVENTS

Develop viral strategies todrive awareness and trial on

all major social media sites.


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THE SUMMARY




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THE SUMMARY

This is a problem that Unilever needs to conquer and destroy.

If you wish to view thispage please contact:

[email protected]


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THE SUMMARY



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