Axe Detailer: Initiating a Change in Men's Showering Behavior
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However, shower gel sales were not as expected as most of the target customers were more used to bar soaps and it was difficult to trigger a shift in their showering behavior. The management then decided to launch a new kind of shower accessory called the Axe Detailer to boost the sales of Axe Shower Gel. The case also discusses the promotional campaigns launched by Unilever for the Axe Detailer. Though these initiatives were successful in stimulating sales of the shower gel and the shower accessory, some critics questioned the ethics of the company saying that these campaigns were replete with offensive content. The case concludes with thoughts on how the global men's grooming market is flourishing with the entry of several new players and how the competition is heating up for Axe. This case is aimed at MBA/MS level students as part of the Consumer Behavior/ Brand Management/ Marketing Communication curriculum.
» Understand the issues and challenges in changing consumers' behavior and perception
Consumer behavior, Perception, Product development, Perception-changing communication, Target marketing, Positioning, Marketing communication, Branding, Brand extension, Consumer insights, Consumer survey, Adventurous marketing, advertising, Personal care market, Shower gel market
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