學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Unilever Canada: Redefining the AXE Brand
內容大綱
In 2015, AXE, one of Unilever’s largest and most well-known personal care brands, was experiencing challenges in growing sales across its full product portfolio. Historically, AXE’s unique activations and campaigns had been successful in generating high brand awareness and, ultimately, driving sales in Canada. However, sales growth had slowed over the past three years, and the AXE team wondered whether the brand’s current messaging still resonated with consumers. The previous year, Unilever’s global consumer insights team had conducted significant research to better understand the AXE consumer. The company now needed to prepare and present a client brief to AXE’s advertising agency in preparation for a major 2016 campaign.
學習目標
This case is intended for an introduction to marketing course at the MBA or Honors HBA level, or for a course focused on developing strategic recommendations for consumer brands, such as a consumer brands course. This case can also be used in an introductory advertising course, such as advertising and promotions, or a course focused on consumer insights. After completion of this case, students will be able to:<ul><li>draw implications from data to guide brand communications decisions;</li><li>explore demographic and psychographic segmentations in the context of an emotional marketing strategy;</li><li>have a basic understanding of the relationship between consumer insights teams, brand managers, and agencies; and<br></li><li>gain experience in creating a client brief.</li><ul>