Axe deo is facing the fiercest contest in its life inward Republic of Republic of India alongside local in addition to MNC deo brands breathing downward its neck. According to surely reports that came inward ET Now's Brand Equity show, the build had lost its leadership position inward the Indian marketplace to the novel entrant Fogg.
One of the argue for the problem is that Axe's positioning has been nether threat. almost all deo brands has been aping the positioning subject of Axe thereby diluting the brand's uniqueness inward the Indian market. Axe was non able to create much close it in addition to continued alongside its strategy of frequent launches of novel variants in addition to importing ads from its global markets.
For a change, Axe decided to larn local inward its promotional strategy in addition to roped inward the electrical current Bollywood heartthrob Ranbir Kapoor to endorse the brand. The intelligence came equally a surprise since Axe never ( inward my knowledge) ran a stimulate using a celebrity inward India.
Axe launched its novel variant Axe Blast alongside the novel celebrity endorsement . The advertizement is currently on air.
Watch the advertizement hither : Axe Ranbir Ad
What was shocking is that the advertizement is the exact re-create of an older advertizement ( to a greater extent than than vii years) of Axe Clicker which is a variant available inward markets exterior India. The Axe Clicker build featured Ben Affleck .
Watch the advertizement hither : Axe Ben Affleck
Now if the build Axe tin afford to convey Ranbir to the fold, why did the build chose to only re-create an one-time subject in addition to introduce it inward the Indian marketplace ?
Its in addition to thus inexpensive a strategy to adopt inward an era where data is available to everyone. And its a totally a incorrect displace when the contest is eating away the share. Ranbir volition larn eyeballs in addition to may inward the short-run assistance the build to reinforce the existing awareness.The current approach is sending alert signals regarding the laziness of the marketing region inward attempting to respect an slow means out rather than brainstorming on developing a differentiation strategy to receive got on the competition.
