Axe deo , the marketplace leader inwards the Rs K crore Indian deo marketplace has extended itself to soaps. In the typical Unilever mode of experimenting amongst successful brands the electrical current guinea squealer build is Axe. The rationale is real unproblematic a) The lather marketplace is witnessing a growth spell deo marketplace is straight off amount of competition
b) With Cinthol build becoming unisex, at that topographic point is a vacuum for a men's lather build in addition to Axe is the best gibe for filling the gap.
c) The lure for incremental profits from an established brand.
Indian lather marketplace is approximately Rs 6500 crore in addition to the men's preparation marketplace is approximately Rs 1500 crore ( Economic Times). The build may move looking to boot the bucket an umbrella build endorsing multiple products across the men's preparation category. The big inquiry is whether these extensions volition build the master deo build vulnerable ?
I intend so.
I wonder why Axe is beingness extended when at that topographic point is in addition to thus much contest inwards the deo market. Axe is straight off attacked both on positioning forepart every bit good every bit on production attributes front. The Axe positioning is aped past times near of the deo brands to the indicate that everything is in addition to thus predictable in addition to boring. Now HUL is farther diluting the build past times its extension into a unlike category.
The novel extension carries the same positioning every bit the Original Axe build . Axe bathing bar has the tagline " Engineered for Guys ". The advertizing movement follows the same topic every bit the Axe Deo brand.
Watch the advertizing hither : Axe Deo
Priced at a premium of Rs 35, Axe expects the build loyalists to move the early on adopters for this brand. HUL volition move leveraging on its huge distribution forcefulness in addition to its arrive at to build certain that Axe Bathing Bar is available across the markets. To move fair to this experiment, Axe globally too is extended to diverse categories similar Body Wash, Talcum pulverization etc but none of the extensions has been every bit successful every bit the master product. The same volition move the representative inwards the representative of Axe Soap also.
