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Unilever Brand Extension & New Product Development Concept

Prepared By

Kevan Sinanan
August 2013

THE SITUATION

The Personal Care and Home Care product categories are key revenue drivers for UNILEVER. The success of products from AXE to SURF continue to solidify the global leadership 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 grooming product needs for deodorant, body sprays and shower gels. The global Deodorants market is forecast to reach about US$15.78 billion by 2018, driven primarily by product innovations, advancing male grooming, increasing demand for organic as well as natural spray products, and growing importance of grooming among teenagers and young adults.

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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THE PATH TO AXE MULTI-BRAND USE & LOYALTY

REPEAT !!!
Step 1 Step 2 SHOWER WITH AXE SHOWER GEL

Step 6:

DATE
Step 3 SHOW YOUR BEST FACE WITH AXE SHAVING GEL

Step 5

Step 4: APPLY AXE DEODORANT

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 trend towards home care products adverting targeting men is here to stay. Noted sociologist Scot Coleman states - Gender roles fall away when they no longer make sense."

And for marketers - anything that does not make sense loses cents.

THE TECHNOLOGY

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THE CONSUMER TARGETS

THE AXE ON 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. Dates more 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 dating insights 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 and personal appearance Brand Opportunity: EARLY ADOPTERS, CATEGORY INNOVATION

THE CONSUMER TARGETS (continued)

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THE SURVEY SAYS

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THE SURVEY SAYS

THE SURVEY SAYS

THE SURVEY SAYS

THE SURVEY SAYS

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THE SURVEY SAYS

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THE SURVEY SAYS

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 technology capabilities to introduce new concentrated liquids and concentrated laundry capsules that satisfy CSR commitments and have strong appeal with ecoconscious consumer targets.

THE TARGET MARKET - PROPOSED TEST TACTICS


Distribute product samplings to reach AXE Own My Own and AXE Still At Home Consumer Targets.

MAJOR RETAIL STORES AXE 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. DIRECT MAIL SOCIAL MEDIA ON PREMISE SAMPLING & EVENTS

Target college Distribute AXE via dormitory direct mail campaign targeting On My Own residents at the apartment dwellers in the Top 20 Colleges in the U.S. Top 20 SMSAs.

Develop viral strategies to drive awareness and trial on all major social media sites.

Host events, contests and demos at major athletic clubs in Top 20 SMSAs.

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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