The Times of Bharat ( 23/05/2014) has a disturbing tidings for all Axe ( brand) fans. According to the report, the build which had an iconic condition together with which was a marketplace leader inwards the Rs 2100 crore Indian deo marketplace has slipped into 3rd position. ( Source)
According the newsreport, Fogg is the leader inwards the deo marketplace amongst a percentage of 17% together with the minute histrion is Park Avenue amongst a marketplace percentage of 8%. Axe has been relegated to 3rd seat amongst a percentage of solely 6%.
The argue is really simple. Axe failed to differentiate !
How ironic isn't it ? The build which virtually built the deo marketplace inwards Bharat together with ruled for many years but together with therefore neglect at marketing !
To last on it , the build comes from ane of the best marketing companies inwards the basis - HUL .
The build should convey seen the writings on the wall . There were a plethora of brands copying the " seduction" subject . But the build position upwardly a brave facial expression upwardly together with refused to react . Soon Axe lost its mojo .
I am non proverb that Axe should convey changed the basic suggestion but it should convey drove the means guys to come upwardly up amongst break-through campaigns ( I know its slow to say) But rather than reacting strongly at the contest , the build steadily imported its global advertising to the Indian marketplace together with watched its percentage larn downwardly the drain.
Usually when I criticize the HUL, I larn nasty comments near beingness an armchair critic . But allow me stick out my cervix together with tell that Axe failed inwards marketing together with that is misfortunate !
