Axe wanted to increase brand awareness among young men in Indonesia. To make its products more relatable, the company created a series of videos following the journeys of three men overcoming life's challenges. Axe promoted the video series across multiple channels, encouraging young Indonesian men to determine what kind of "Axe Man" they were. Axe's campaign engaged more than 15 million Indonesians. Unfortunately, in a collective and patriarchal society like Indonesia, male attractiveness is conveyed through wealth and power, not through scent. Axe sought to inspire men to celebrate individuality over wealth and power.
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Axe case study - REM
MBA HBR : Unilever Canada: Redefining the AXE Brand Case Study Solution & Analysis
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Case Study: Villisca Axe Murders
Unilever is one of the oldest multinational companies; its products are available in around countries. Hindustan Unilever Limited. Geographic segmentation Geographic segmentation is when a business divides its market on the basis of geography. We can geographically segment a market by area.
It also touches upon business topics such as - Value proposition, Manufacturing. In , AXE, one of Unilever's largest and most well-known personal care brands, was experiencing challenges in growing sales across its full product portfolio. Historically, AXE's unique activations and campaigns had been successful in generating high brand awareness and, ultimately, driving sales in Canada.
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