Axe : The Axe Effect

Brand : Axe
Company : HUL
Agency: Lowe Lintas

Brand Count : 252

I was delaying writing about this brand for the reason that I doubted whether I will be able to do justice to my favorite brand. An Icon for sure Axe is a success story that is so difficult to emulate. One can only marvel and enjoy.
Axe has got every thing perfect for its success, It got its segments correct, the targeting was exemplary and Positioning : something to drool for. And more over Luck was on its side.

Axe was born in France in the Year 1983. 24 years later, this brand is Unilever's Best selling brand worldwide. It has an iconic status in whichever market it has entered. It is also one of the rare brands which can boast of replicating its entire marketing mix across geographical boundaries. The campaigns that you see in India is what the entire world is watching. For those who propound Glocalisation , AXE is an exception.
Axe deo was launched in India during 1999. The brand launch was very quiet and theoretically the brand was having the strategy of Slow Skimming i.e High Price Low Promotion. Axe at that time was the leading men's deo brand in Europe and was popular in India in the Grey market ( available in duty paid shops) .HLL may have launched this brand inspired by the volume of Axe sold in the Grey market. At that time, the deo market was a nascent one with an estimated market size of Rs 72 crore. HLL had the brands Denim and Rexona and was ruling the market. Axe was priced at a premium above the Denim brand which was positioned as a male deo brand.
Axe initially was launched in the fragrance Java, Alaska and Atlantic. HLL did not bother to fine tune its Promotional mix to Indian market but just imported the promotions .... meaning, the company just ran the ads which was popular in the Europe and other markets. At that time , the product was also imported from Europe. And IT CLICKED.... rest as they say is History...
Axe in 2002 was having a market share of over 35% and soon HLL phased out Denim brand to concentrate on this Star.

Axe is the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25 . Internationally this brand targets male aged 15-25. I personally feel that it targets all 'Young at heart" naughty guys. The brand has its brand values of Cool, Fashionable and Stylish. And world over, the brand sticks to its core values. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users, Girls Makes The First Move. I think the biggest competitive advantage of this brand is its complete monopoly over this brand proposition. All its campaigns revolve round this central theme of Seduction where Girl makes the first move.
I think it has lot of subliminal implications. The brand assumes that Men wants( Likes) to be Seduced . That feeling ( of being seduced) gives a big boost of self confidence to a man. Although many brands take this proposition, Axe just made it perfect.

I have seen lot of ads where girls are seen drooling over Hunks in Motorcycle or in Readymades, or even in Innerwears, but in most of the Axe ads, there are no Hunks, only very ordinary or even skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable. Had Axe used a Hunk, the promotions couldn't have been so effective. The brand managers were so wise that when they used a celebrity like Ben Affleck, They ensured that the brand is made approachable
See the TVC here : My Favorite Axe ad
Having said that, The males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured. That is ultimate execution.
The power of this Big Idea has ensured that Indian consumers lap up the foreign commercials without any hitch. I don't remember any India centric ad for Axe especially in Television. And Indian consumers are not complaining either.

Along with these , the brand also ensured that customers are constantly engaged with new fragrances and campaigns. In 2005, Axe had a high profile launch of its new fragrance CLICK and before that there was Axe Land campaign and followed by Axe-Academy then Axe Voodoo and the latest one Phenomenon. I have tried most of the fragrances and not all of them are good, but I try it because I like the brand. That is the power of brand.
Axe is one of the rare brands that has embraced new media to the maximum extent. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world. Globally also this brand has lot of online initiatives which are almost always naughty.In UK the Axe is marketed as LYNX.Checkout the cool web initiatives of this brand :
Axe- feather
Axe Effect
Axe Phenomenon
and also a blog called Evan and Gareth

Not only the brand uses TVC's to its advantage, the print ads of Axe won several accolades in various ad events. The creatives run amok with the kind of flexibility that they get from the positioning.Besides Print, the brand also uses outdoors to its maximum impact. Axe is a classic example of 360 degree branding effort. Now Axe has a common message in over 70 countries where Unilever sells this brand. Iconic in a real sense.

One of the reports term the marketing strategy of Axe as " Adventurous Marketing" .That is true because its risky because the brand deals with Girls & Seduction. Not always every one may like the theme or the campaigns. In India especially there are self styled Cultural Policemen/Women who cries foul for anything and everything. It is really surprising that so far, Axe has escaped their AXE. That also shows that the ad agency is also careful about the concepts put across the Indian media.
While in a more liberal markets, Axe tests new levels of " Adventures" , here the brand plays really safe. It also ensures the campaigns run in Indian media is accepted because most often its the entire family who watches the TV.
I know I just have touched the tip of Marketing Iceberg called Axe.

For the axe fans, check out a blog dedicated to Axe at Axeads

Brand Update : Alpenliebe

Alpenliebe has roped in Kajol as its brand ambassador.This is the first time in the 14 years of successful existence in the India, Perfetti Vanmelle is relying on celebrity endorsement.

The new TVC featuring Kajol and surprisingly an " Alligator" is right now on air

Watch The Tvc here : Kajol Alpenliebe

The new campaign is a classic example of Absurdism in Advertising . I feel that it is an overkill. The plot is nothing new, Kajol popes the candy at an Alligator at a zoo and the alligator follows Kajol everywhere. The brand now uses the tagline "Lalach Aha Laplap" which is in Hindi language and I couldn't make out the meaning of it. Agencyfaqs says that it means, once you have Alpenliebe, the greed for more increases.
According to a report in agencyfaqs, the company feels that Kajol is the right fit for the brand and will help to take the brand to the next level.I have a doubt?
Can the presence of a celebrity take the brand to the next level?
I think that Celebrity endorsement will work only if used properly ( No brainer isn't it) .Here we can see that Kajol is not being adding any value to the brand as such.There is no Big Idea, no differentiation or positioning. The idea of "greed for more" has been used by almost all the brands across categories. Even Pepsi has used it with its famous tagline " Ye Dil Maange More" ( My heart desires for more). Alpenliebe has used this idea in a subtle form in its earlier campaigns and was highly successful ,but the new campaign is an overkill.

So the expensive celebrity with an equally expensive ad (I feel that the animation may have cost the brand a hell lot of money) is of no use to the brand. It is true that there will be some sticky factor because of the presence of Kajol in the ads, but I doubt whether the ad will take the brand to the next level.The ad agency have taken an easy route by not searching for any refreshing new idea. Playing Safe and using Ideas that are oft used is not going to make any big change in the Brand.

Related Brand
Alpenliebe

Source : Agencyfaqs.com

Knorr : Searching for the Right Flavor

Brand : Knorr
Company: HUL
Agency : FCB Ulka

Brand Count :251

Knorr is World's largest selling soup brand from the Unilever stable. Born in 1838 in Germany,Knorr derived its name from the founder Carl Heinrich Knorr who developed a preservation process for foods which became the basis for the creation of the product Soup.
In India Knorr was marketed by International Best Foods Ltd which was a subsidiary of BestFoods Inc who owned Knorr brands worldwide. In 2000, Unilever acquired Knorr from BestFoods Inc.

Knorr can be said as a pioneer in the creation of Soup market in India. The brand started the category promotion which has now resulted in this category growing at a rate of over 18% ( According to AC Neilsen).But even after these efforts, Soups are still small in terms of category size.
In a marketing point of view, Knorr is a resilient brand because it sustained many crazy marketing actions from HLL ( now HUL). When HUL acquired this brand, Knorr was a pure Soup brand. But soon after the acquisition, the marketing gurus of Levers were confused as to what to do with this brand. Since the Foods business in India is largely unpredictable, is it wise to have a brand that is dedicated to Soups which is a category alien to Indian palate.
Then came the much hyped power brand strategy and something funny happened with Knorr. HLL decided to integrate its local brand Annapoorna with Knorr to create a new brand Knorr Annapoorna. ( This move makes the concept of GLOCAL, funny). Then came the craziest part, Knorr began to move from Soups to Ketchups to Spices and even Salt. I would call it the ultimate product line extension .The company ensured the failure of Knorr Annapoorna by stretching it that far. The period 2000 - 2005 was a period of crisis for this brand. In 2003 , facing the growing clout of Maggi in the foods segment, HLL tried to counter Maggi with the launch of Knorr break-time snack soup under the subbrand Soupy Snack. That failed miserably.

Knorr Annapoorna brand was a failure because those who liked Annapoorna brand was repelled by Knorr and those who like Knorr was repelled by Annapoorna. In 2005, the two brands went in for a divorce.
2005 saw the relaunch of Knorr with the international pack and retaining some careful targeting. The brand wanted its upmarket status and decided to concentrate more on Soups and all the extensions of spices and salt was terminated.
2006 was good for Knorr brand because the brand manager was able to focus on the category rather than spending his energy on variants that does not make sense. During this period, the brand cameout with campaigns that promoted the category rather than the brand itself. Soup and its benefits were highlighted. This together with the efforts of Maggi Soups ensured a healthy growth for this category.
This year saw HUL playing around with this brand again. Knorr again went for a Brand Extension in the form of Ready To Make curry mix.
Watch the ads here : Make a Meal

The move is again little confusing because the primary category of Soups has not been fully developed. Knorr has been successful in ensuring adequate shelfspace and also has positioned itself interms of variety and taste. The brand's USP is the wide assortment of flavors. Knorr boasts of 14 different flavors and the price is also very reasonable. The Soup brand is running a campaign that shows husband making the soup for the family ( refreshing idea) when his wife is busy engrossed in a movie/serial. The ad conveys the qualities of " Ready to make" , Family warmth and taste.

The rationale behind the extension to Ready to Make products may be to make this brand more familiar to Indian households and also a plan to make Knorr an umbrella brand like Maggi. Worldwide Knorr has moved beyond Soups to become a full fledged Food brand. InIndia I feel that the brand has not matured that much. My personal belief is that Knorr will have a better future if it sticks to what it is famous for ie Soups.The brand could have spent its resources to promote Soup Category more and then rule that category.

What do you think?

Source : businessline,agencyfaqs

Guy Kawasaki rates Marketing Practice as Cool

Its one of the best things that has happened to Marketing Practice, My favorite blogger Guy Kawasaki rates this blog as one of the three cool Projects/Sites.

See the blog post here : Guy's Endorsement
When I started of my blog, I have drawn much inspiration from Guy's blog and was elated at his endorsement.
I am filled with Joy and Pride, and thanks a lot Guy for making me one of the happiest bloggers in India right now.

Cheers!

Brand Update : Vim

HUL is in an overdrive to promote the liquid variant of its popular Vim Dishwash bar. The new campaign is on air featuring two men ( I don't understand who they are and what they do !) spying on the households using the Vim drops.

Although the ads are poorly executed and can be rated as horrible, there are certain interesting facts about the new variant. There are two basic inhibitions that prevent Indian households from using the Liquid dishwash:
1. It is perceived to be expensive
2. As discussed in my post on Vim, since the TG uses home maids , they will use the drops in an uneconomical manner since they are not educated about using this new product.

One of the main purpose of the new high profile campaign is to pass the message to the customers that Vim Dish Drops are inexpensive.Another message address the second point which is critical i.e to prevent uneconomical usage. To counter this issue, Vim has yet again come out with a customer centric innovation. The brand now comes with a special cap that allows only one drop when squeezed thus preventing the over usage of this product. This innovation will also help the homemaker to make use of the economy of this highly concentrated variant.This is the second customer centric innovation after the popular Poly coated Vim bar.

But the new campaign is a let down and fails to communicate effectively the serious innovation that Vim has created.
Related Brand
Vim

Book Review : Ten Deadly Marketing Sins

Book Title : Ten Deadly Marketing Sins, Signs and Solutions
Author : Philip Kotler

Publisher : Wiley India
Price : Rs 299
Pages : 152
Edition : 2006

Book Review Count : 3

A book that is a must read for all marketers, Ten Deadly Sins is a simple but a thought provoking book. Yet another masterpiece from th Marketing Guru Kotler. When you read through the first few pages, it will seem to be the repetition of marketing funda from his text. But as you move along, the importance of these concepts will slowly unfold.
This book authenticates what Dr.Kotler used to say " Marketing is easy to understand but difficult to practice". All the concepts explained in this book are very simple and some what obvious to even the uninitiated , but how often even the best companies fail to practice these ideas and concepts are quite surprising.
What Dr Kotler aims with this book is to provide the marketing practitioners a ready reckoner of marketing mistakes which they ought to introspect.
Prof.Kotler identifies the Ten deadly sins as :

1. Your Company is not sufficiently market focused and customer driven.
2. Your company does not fully understand its target customers.
3. Your company has not properly managed its relationships with its stakeholders.
4. Your company is not good at finding new opportunities.
5. Your company is not good in finding new opportunities.
   
6. Your company's marketing planning process is deficient.
7. Your company's product and service policies need tightening.
8. Your company's brand building and communication skills are weak.
9. Your company is not well organized to carry on effective and efficient marketing.
10. Your company has not made maximum use of technology.

These sins explained in ten chapters virtually covers all the pitfalls that a company faces in the marketing domain.
What I like most in this book is that the author tries to drive home the point that CUSTOMER focus is the Key to marketing success. Although this is an oft quoted Cliche , we know that some of the largest companies are myopic in their customer management.
If the renowned author and venture capitalist Mr Guy Kawasaki faces the issue of having to spent 68 minutes to cancel a service which he hadn't ordered, what will be the fate of an ordinary customer. Read the full transcript of Guy's experience here : Customer Service

After having explained the sins, Kotler went on to prescribe Ten Commandments to all marketers.He exhorts us to frame them on our walls

1. The company segments the market, chooses the best segments,and develops a strong position in each chosen segments.
2. The company maps its customers' needs,perceptions, preferences,and behavior and motivates its stakeholders to obsess about serving and satisfying the customers.
3. The company knows its major competitors and their strengths and weaknesses.
4. The company builds partners out of its stakeholders and generously rewards them.
5. The company develops systems for identifying opportunities, ranking them and choosing the best ones.
6. The company manages a marketing planning system that leads to insightful longterm and short term plans.
7. The company exercises strong control over its product and service mix.
8. The company builds strong brands by using the most cost-effective communication and promotion tools.
9. The company builds marketing leadership and a team spirit among its various departments.
10. The company adds technology that gives it a competitive advantage in the market place.

Here in this book, Mr. Kotler yet again proves that marketing is too important to be left with marketing people. In Chapter 4 he emphasis on how satisfied stakeholders can build marketing effectiveness. He asks the CEO's to manage he employees better so that at the end of it customers are better managed.
Ten Deadly Marketing Sins is for CEOs to sit with the colleagues and examine each of these deadly sins. Then determine which is the most serious and then find solutions for it. One of my favorite quotes is this " Marketing's work should not be so much about selling but about creating products that don't need selling". .... How True...

Verdict: Highly recommended.