Axe Detailer: Initiating a Change in Men's Showering Behavior
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Case Details:
Case Code : MKTG274
Case Length : 13 Pages
Period : 2008-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Unilever Plc
Industry : Consumer Packaged Goods
Countries : US
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Introduction Contd...
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The brand was targeted at young men aged between 18 and 34 years. Axe's product line included grooming products for men such as deodorants, body sprays, shower gels, hair care, and styling products. In order to extend the Axe brand to a new product form and challenge the traditional bar soap market, Unilever launched a new shower gel for men called Axe Shower Gel in 2004. However, the shower gel sales were not up to expectations as it was difficult to get the target audience off the bar soap and to use the shower gel. According to some consumer surveys, a significant proportion of the target group that was price sensitive was still sticking to the traditional bar soap while others were switching between bars and shower gels.
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The company felt that some radical change in consumer perception was required to increase the usage of the Axe Shower Gel. The Axe team studied the target group and found that based on form usage, 70% of them were open to the shower gel form. However, their main concern was that it may not clean as well as the combination of a bar and a washcloth.
Another problem was that the target audience did not want to be seen with a loofah, which was perceived as being similar to poufs used by girls. For this purpose, Unilever launched a shower tool for men, the Axe Detailer, in 2008...
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