Ego to Axe Strategy Assignment
1.Executive Summary
Ego was launched in South Africa(SA) in 1974 and positioned as the young man’s partner in the seduction game, Ego decided to introduce the element of fragrance to help enhance good smelling odour instead of controlling body odour.
Unilever decided to globally synergise and prepared to launch a revitalised Ego now called Axe into SA’s mature market. The product offers a competitively unique combination of existing product features with a bigger can size and new name at a value added price. We are targeting specific segments in the consumer market (16 to 25years of age), however there is plans to develop a product to attract some more of the older market(young at heart) ,taking advantage of new opportunities offered by a global market. The primary objective is to achieve 2% gains in volume share after migration from Ego to Axe and 93% distribution to major retailers in 4 weeks. Our annual objective is to maintain ±9% volume share growth.
The long term goal is to extend the brand inot other markets through product development and to take over a competitive brand e.g. Sarah Lee, this can help us get a foot into other markets we are not currently market leaders in.
Table Of Contents | Number | Topic | Page | 1 | Executive Summary | 1 | 2 | Situational Analysis | 2 | 3 | SWOT Analysis | 4 | 4 | Key Issues and Critical Success Factors | 6 | 5 | Marketing Goals and Objectives | 8 | 6 | Strategies | 8 | 7 | Action Plans | 12 | 8 | Budget | 14 | 9 | Controls | 15 |
2.Situational Analysis
Macro Environmental, Market and Customer Environment
Economic Situation- * Axe’s target market in SA is the age group 16 to 25 who are educated , in SA most of the money power rests with the white race which makes up most of Axe’s target market however they do offer a multicultural brand that has potential for the growth of the SA market * There are huge opportunities in SA as they are fast growing economically and are the way
Ego was launched in South Africa(SA) in 1974 and positioned as the young man’s partner in the seduction game, Ego decided to introduce the element of fragrance to help enhance good smelling odour instead of controlling body odour.
Unilever decided to globally synergise and prepared to launch a revitalised Ego now called Axe into SA’s mature market. The product offers a competitively unique combination of existing product features with a bigger can size and new name at a value added price. We are targeting specific segments in the consumer market (16 to 25years of age), however there is plans to develop a product to attract some more of the older market(young at heart) ,taking advantage of new opportunities offered by a global market. The primary objective is to achieve 2% gains in volume share after migration from Ego to Axe and 93% distribution to major retailers in 4 weeks. Our annual objective is to maintain ±9% volume share growth.
The long term goal is to extend the brand inot other markets through product development and to take over a competitive brand e.g. Sarah Lee, this can help us get a foot into other markets we are not currently market leaders in.
Table Of Contents | Number | Topic | Page | 1 | Executive Summary | 1 | 2 | Situational Analysis | 2 | 3 | SWOT Analysis | 4 | 4 | Key Issues and Critical Success Factors | 6 | 5 | Marketing Goals and Objectives | 8 | 6 | Strategies | 8 | 7 | Action Plans | 12 | 8 | Budget | 14 | 9 | Controls | 15 |
2.Situational Analysis
Macro Environmental, Market and Customer Environment
Economic Situation- * Axe’s target market in SA is the age group 16 to 25 who are educated , in SA most of the money power rests with the white race which makes up most of Axe’s target market however they do offer a multicultural brand that has potential for the growth of the SA market * There are huge opportunities in SA as they are fast growing economically and are the way
Bibliography: * Applied Strategic Marketing 3rd edition, by C J Jooste, J W Strydom, A Berndt, PJ Du Plessis * www.axe.com * Harvard Referencing from External Readings * Wind, Y J. (1990) Positioning analysis and strategy, in G.Day et al. (Eds) The Interface of Marketing and Strategy (Greenwich, Connecticut: JAI Press) * Sampson, J 2003. Major trends in brands and branding. In the Encyclopaedia of Brands and Branding, Johannesburg: Affinity Advertising and Publishing. * Keller, K.L. 2003. Building consumer- based equity. In the Encyclopaedia of Brands and Branding, Johannesburg: Affinity Advertising and Publishing.