Executive Summary
When launching Ego, Unilever entered the least profitable sphere in the male deodorant market: the bouquet sector. Up until this point the market was very focused on expertness and deodorants were positioned as hardworking and effective in banishing under-arm odour. Ego, however, introduced the element of fragrance and deodorant was no longer simply a bulwark against natural body odour, it also enhanced it. Over the foregone 16 years Ego, has been part of a migration as it was tardily brought in line with its global counterpart and therefore select the global brand name, chop. From a business perspective, it made wizard to since the logistical advantages of synergising brands are enormous.
Axe is currently the largest male toilet articles brand in the world and is sold in all over 62 countries, worth almost $US 1 one million million million and still suppuration, with deodorant sticks, roll-ons, anti-perspirant, aftershaves and shower gels. The south African deodorant market is currently worth almost R500 million and growing in double digit rates per annum. This growth is preponderantly in the aerosol and fragrance sectors. Ego/Axe is southmost Africas number one male deodorant brand.
In order to meet its objectives shown below Unilever will embark upon a fully integrated marketing communications plan for Axe:
To increase sales by 15% by 31 December 2005.
To increase market penetration by 10% by 31 December 2005.
To increase brand force per unit area from by 15% by 31 December 2005.
Situational Analysis
large Environmental Analysis
Economy
In 2002 the economic scene was dominated by four interest rate hikes, hefty increases in the bell of consumer goods, lower business confidence and increased inflation. This situation was brought on by the problems in Zimbabwe and the fall in exports due to a weaker international market. During the boom years, the economy created in most South African households easier access to disposable income which...If you want to get a full essay, order it on our website: Ordercustompaper.com
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