So finally a response from HUL to competition. After beingness relegated to No.3 inwards the deo marketplace pose past times Fogg too Wildstone, Axe finally launched its response to the competition- Axe Signature Collection Deo.
It was surprising that HUL which is supposedly the best marketing car inwards Republic of Republic of India took too thence long to respond to competition. Its most a replay of the Nirma- Surf episode where the marketplace pose leader was deadening inwards responding to local contest eventually to notice itself dethroned every bit the marketplace pose leader. HUL (in my persuasion ) was rattling deadening inwards reacting to Fogg's entry into the marketplace pose amongst the No-Gas proposition. The effect is that Axe has been beaten downward to reveal three inwards the market.
Now HUL has responded amongst a variant branded every bit Signature Collection. The basic USP is the variant is 3X times to a greater extent than perfume. The build has the tagline " Don't Fade Away"
Axe Signature is running its effort across the channels. The idiot box commercial retains the seduction suggestion but is immediately subtle amongst that message. The message the novel variant is pushing is the long-lasting fragrance.
Watch the advertizing hither : Axe Signature
The " Don't Fade Away " suggestion is smart because that thought is dissimilar from the electrical current marketplace pose leader Fogg's no-gas USP. So Axe is immediately telling the consumers that it is amend than others because other fragrances fade away. The packing resembles Fogg Black Collection cannot live wished away every bit a coincidence.
Although the message is zippo new, Axe has executed the effort nicely.
Priced at Rs 225, Axe has priced this variant lower than the competition.
The entry of Axe into the no-gas segment has marketplace pose every bit shift inwards the marketplace pose dynamics. The no-gas segment is immediately growing at 30% too is already worth to a greater extent than or less Rs 250-300 crore inwards the Rs 2500 crore deo market. This segment which is immediately named every bit body-perfume segment is where all the activeness is.
The launch of Signature is expected to arrest the increment of Fogg too Wildstone. Since this is a launch from Axe, onetime loyalists are saltation to attempt it. Rest is all subject on the delivery of the promise.
Positioning Sharing : Axe Signature's long lasting fragrance suggestion is non new, the build Set Wet deo already has the same positioning ( Watch the ad).
Long-lasting is a widely used positioning. Across diverse categories brands has been using this positioning too the novelty too believe-ability of this positioning has come upwards downward drastically. Pepsodent ( dishum-dishum) , Amaron ( lasts long actually long) Colgate Total are some of the brands that portion the same positioning.
