Axe: Strengthening the lead on a highly competitive market

The deodorant and antiperspirant market is stable in spite of the repeated innovations launched by the different actors, since the multinational companies on the market develop colossal means in advertising and promotion.
Axe is the leading brand on the men segment and it wishes to emphasize this lead by strengthening its position on its core business and by asserting itself as THE reference in the deodorant market.
Your mission, as an assistant product manager, is to supply management with recommendations to help the brand fend off competitors, in order to assert its domination more clearly over its segment.

- Gain knowledge on the deodorant market (dynamics, key success factors).
- Understand the brand's target and positioning by integrating the issues of the company, the market and its environment.
- Formulate a detailed marketing action plan.
- Strengthen its analytical capacities (external and internal in a changing market) and synthesis (construction of a SWOT matrix).

Strategic diagnosis - Market analysis - Growth strategy - Development strategy - Marketing-mix - Marketing strategy - FMCG Marketing - Product management - Innovation

L3, M1, M2, Specialised Masters
Executive Education

Manufacture of perfumes and toilet preparations

- PPT : débriefing (49 slides)

Année de la problématique : 2016

Livraison : Livraison par lien de téléchargement

Nombre de pages : 24 avec 17 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (3h to 6h)

Code du secteur d'activité : 24 - Industrie chimique, pharmaceutique, parapharmaceutique