Nowadays, not only women care about their appearances, but men also care what women care about. Many brands like Dior , Lancome and other women make-up brands have entered to the males grooming product market.The products they developed is specific to male and it also sells for a expensive price. Axe is a male grooming product from Unilever compare to the price of Dior and Lancome products , who targets on the normal income group ,which sales at a acceptable price and which put a huge amount money in marketing. I believe most people see Axe commercial on TV at least once.Axe’s biggest strengths are their consistent vigour in branding effectively through the media, and this has been noticeable in all the markets they are involved in, either under the Axe or Lynx name. They stick to one consistent idea to market the majority of their products: male users of the products will inexplicably become irresistible to attractive females. These commercials have undoubtedly been effective in many of the markets that the brand is established in, partially because Unilever capitalized on the consumer use and growing dependence on advancing technology (television, online media, etc).To expend its business in the future ,
It is clear that these aspects have factored into Axe’s previous marketing strategies, and they should continue to be taken into consideration when shaping future strategies in order for Axe to achieve success. Axe should utilize their strengths in strong branding and use of media and take the opportunity of expanding into new multi-cultural markets. With globalization and technological advancements moving at such a fast pace these days, expansion is a great opportunity for companies that can afford to do so, and Axe would likely perform well if they make the most of their strengths.