EXECUTIVE SUMMARY
Objective This report serves to examine why AXE at Unilever Canada has been struggling with growing its sales across its full product range and what changes it must make within its target market as well as its brand messaging in order to successfully shift consumer perceptions of the brand. This would be in regards to both its intended target market and product range as well as its overall brand image.
Key Findings The case draws attention to the fact that through the use of focus groups and Unilever’s Global Masculinity Study it has become apparent that AXE’s intended brand identity doesn’t match with its existing brand image. The issue lies in the fact that AXE is being perceived as a brand for high school teenagers
Objective This report serves to examine why AXE at Unilever Canada has been struggling with growing its sales across its full product range and what changes it must make within its target market as well as its brand messaging in order to successfully shift consumer perceptions of the brand. This would be in regards to both its intended target market and product range as well as its overall brand image.
Key Findings The case draws attention to the fact that through the use of focus groups and Unilever’s Global Masculinity Study it has become apparent that AXE’s intended brand identity doesn’t match with its existing brand image. The issue lies in the fact that AXE is being perceived as a brand for high school teenagers