Post on 14-Apr-2018
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Unilever Brand Extension & New
Product Development Concept
Prepared By
Kevan Sinanan
August 2013
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THE SITUATION
The Personal Care and Home Care product categories are key revenuedrivers for UNILEVER.
The success of products from AXE to SURF continue to solidify the globalleadership position for the UNILEVER portfolio of brands.
AXE rules in the personal care category. AXE is the #1 mens body
spray. Everywhere. AXE has given men a way to solve every day groomingproduct needs for deodorant, body sprays and shower gels.
The global Deodorants market is forecast to reach about US$15.78 billionby 2018, driven primarily by product innovations, advancing male grooming,increasing demand for organic as well as natural spray products, andgrowing importance of grooming among teenagers and young adults.
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THE SITUATION
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THE PROBLEM
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THE PROPOSED SOLUTION
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THE MARKETPLACE OPPORTUNITIES
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REPEAT !!!
Step 3 SHOWYOUR BEST FACE
WITH AXE
SHAVING GEL
Step 4:APPLY AXE
DEODORANT
THE PATH TO AXE MULTI-BRAND USE & LOYALTY
Step 2SHOWER
WITH AXE
SHOWER
GEL
Step 6:
DATE
Step 1
Step 5
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THE GLOBAL MARKETPLACE IMPLICATIONS
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THE TRANSFORMATION
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THE TRANSFORMATION
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THE TRANSFORMATION
The Wall Street Journal makes the hands-down prediction that the trendtowards home care products adverting targeting men is here to stay. Notedsociologist Scot Coleman states - Gender roles fall away when they no
longer make sense."
And for marketers - anything that does not make sense loses cents.
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THE TECHNOLOGY
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THE CONSUMER TARGETS
THE AXEON HIS OWN GUY
Demographics: Age 22+, income $24,000+/year, High School Education+,Lives with roommates or has own apartment
Psychographics & Aspirations: Enjoying life as a single AXE man. Datesmore than one girl and pays lots of attention to tips and tricks on how to
land girls - but has desire to find the one. Gets insights and gives datinginsights to fellow AXE roommates, friends, and posse. Pays lots of
attention to personal grooming. Currently goes with whats on sale or
what mom used in terms of laundry products. Style and trend follower.Open and early adopter to new products that enhance grooming andpersonal appearance
Brand Opportunity: EARLY ADOPTERS, CATEGORY INNOVATION
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THE CONSUMER TARGETS (continued)
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SURVEY SAYS
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THE SUSTAINABILITY BENEFITS
UNILEVER can leverage its strength in product design and technologycapabilities to introduce new concentrated liquids and concentrated laundrycapsules that satisfy CSR commitments and have strong appeal with eco-conscious consumer targets.
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THE TARGET MARKET - PROPOSED TEST TACTICS
Distribute product samplings to reach AXE Own My
Own and AXE Still At Home Consumer Targets.
DIRECT MAIL
MAJOR RETAIL STORESAXE sample as a gift with purchase incentive at major apparel retailers to launch, drive and generate trial
and sales in mass drug, supermarket and apparel stores.
Target collegedormitory
residents at theTop 20 Colleges
in the U.S.
Host events, contests anddemos at major athletic clubs
in Top 20 SMSAs.
Distribute AXE viadirect mail campaign
targeting On My Own
apartment dwellers in the
Top 20 SMSAs.
SOCIAL MEDIA ON PREMISE SAMPLING & EVENTS
Develop viral strategies todrive awareness and trial on
all major social media sites.
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THE SUMMARY
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THE SUMMARY
This is a problem that Unilever needs to conquer and destroy.
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THE SUMMARY
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