AXE looking to target the Indian soap market .. !!
AXE, a well know brand in the Indian deodorant market has noticed the lack of a successful men's soap in the Indian market and so AXE is looking forward to expand itself and experiment with things. AXE has a bunch of loyal customers on its side who will surely give it a decent start in the soap market as well but the question which strikes in my mind is why is AXE experimenting with its brand name when they are considered to be a respectable deodorant brand in the country. They still have lots to work on it to make it better. In India the men's deodorant market stands for about a 1000 crore and they can grab some more of the market share if they sincerely work on it. On the other hand if this experiment fails (which is likely to happen in my opinion) it can cause some damage to the AXE deodorant sales as well. Maybe AXE is trying to capture one by one all the major products of the men's grooming category but i do not find it moving there way.
The AXE bar has been priced at Rs 35 with the tag line "Engineered for guys" which is a good tag line in my opinion but I do not think even this is going to take AXE bar soap too far .. !!
One more thing you can easily notice is the ad pattern of AXE has not changed even with the AXE bar soap. It is the same ad pattern which the AXE deodorants were following. Also the shape of the product has been kept unique. It seems like AXE is trying hard to expand its business in India. Now we are yet to see how far do they go with this.
even I think Axe is wasting time and money with the Axe bar soap. They should better work on there deodorants...
ReplyDeletei like Axe Soop....... i like this smell ..........
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