Brand : Denim
Company : Hindustan Unilever
Brand Analysis Count : 515
Company : Hindustan Unilever
Brand Analysis Count : 515
Denim is 1 of the oldest deodorant brands inward India. Although the brand's master launch engagement is non known, the build is inward existence fifty-fifty earlier Axe deo's launch inward 1996. The build had a fair part inward the Indian marketplace earlier beingness eclipsed past times Axe Deo.
Axe deodorant's launch was the resultant that triggered the near annihilation of Denim build inward India. Axe virtually captured the entire manful individual deodorant marketplace in addition to Denim was left inward the sidelines.
HUL felt that at that topographic point was no necessitate for 2 brands alongside nearly similar build personalities in addition to decided to select Axe every bit the major focus area.During that time, at that topographic point was a build rationalization do code named " Power Brand" strategy where Levers decided to prune the reveal of brands inward its portfolio.
How always Denim had a small-scale but loyal client base of operations ( similar me). There was something innate for the build which forced HUL to retain the build but non every bit a standalone brand. In 2002, Denim was merged alongside Axe . Denim had a reasonable presence inward the men's preparation marketplace alongside Talcum Powder ( 4% share) , After Shave ( 18%) in addition to Shaving Cream (8%). The deo was retained every bit a Product Line Extension of Axe in addition to other products were axed.
From in addition to so on, Denim was staying inward the Indian marketplace every bit a variant therefore satisfying many loyal consumers who ware initially charmed past times the fragrance, build hollo in addition to the grapheme of this brand.
In early on 2012, HUL began to plow its attending to Denim . Without much promotion, Denim was again relaunched every bit an independent brand. Denim was heavily pushed at the retailer shelves every bit a depression priced deo in addition to Axe endorsement was removed. When most of the deos were at Rs 130 -200 cost point, Denim was retailed at Rs 100. Now the fellowship convey started promoting Denim through telly campaigns.
Watch the advertizing hither : Denim Deo ad
The build retains the master positioning in addition to the classic tagline " For the human being who doesn't convey to elbow grease likewise hard".
The Denim build has moved from an Independent brand to a Line Extension and in addition to so to an Independent brand. The build hollo has moved from Denim to Axe Denim in addition to to Denim. Where inward the marketing textbook nosotros run across such a branding strategy !!! We tin run across these variety of funny experiments only from HUL which houses the best marketing minds of India. In a bridge of 10 years a build beingness repositioned twice in addition to build hollo changed twice !!
One affair needs to live on appreciated is that fifty-fifty though Denim was migrated to Axe, HUL made certain that Denim's build grapheme is non lost past times retaining the build elements similar the color. This has helped the theatre to relaunch Denim every bit an independent build without confusing the consumer.
Denim is forthwith the depression priced flanker build for Axe. Denim volition protect the Axe build from the depression priced local brands which is nibbling away Axe's part past times imitating the positioning. Denim also stands a endangerment to educate majority from the loyalists in addition to also those looking for a VFM deo brand.
As a consumer who loved the brand, I am happy that Denim had regained its individuality.Beyond price, at that topographic point is about powerful build elements similar the build hollo , fragrance in addition to a grapheme that however convey potential to build this a worthwhile histrion inward the deo category.
