Axe Organization Case Study


Question #1:

  1. Identify the marketing challenges that Axe is experiencing in this case study.
  2. Describe three (3) reasons why Axe was in this situation.

Question #2:

  1. “Pricing is the only real means of                                            in mature markets plagued by

                      .” Fill in the blanks for this sentence and explain three reasons why this applies or does NOT apply to Axe’s decline in sales in 2015.

  • Based on Exhibit 6, looking at the product and pricing of Axe’s competitors, suggest a pricing strategy and explain your reasons for your suggestion.

Question #3:

  1. Axe is primarily sold through drug stores (e.g. Shoppers Drug Mart), mass merchandisers (e.g Wal- Mart) and supermarkets (e.g. Loblaws or No Frills). In the relationship between Axe (Unilever) and its retailers, who holds the balance of power and why.

Identify and explain three issues that the relaunch of Axe may have with its retailers. Question #4:

  1. Identify and describe the ethical issues that Axe may have faced between their introduction into Canada in 2002 and their review in 2015.
  2. Identify three ways that Axe has addressed any ethical issues going forward, and/or any other suggestions you may recommend.

Question #5: AXE chose to change the target market for its new brand positioning. Identify and explain three ways that AXE could have kept its younger target market considering pricing and product strategies.

Question #6: Write a clear positioning statement for Axe’s new brand positioning using the following format: “For [your target market] who [target market need], AXE provides [main benefit that differentiates your offering from competitors] because [reason why target market should believe your differentiation statement].”

Question #7: Global AXE brand strategy maintained a focus on “attraction” that had to be followed by the Canadian brand manager. Describe an IMC Campaign using at least 4 elements that would attract the new target and still be true to the focus on “attraction”.

Question #8: In point form, identify the strategies for the AXE brand based on the Case Study.

 Pre-2015After 2016
Overall Marketing Goals  
Product Strategy  
Pricing Strategy  
Distribution Strategy  
Promotion Strategy  
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