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Axe Vs Fogg Deodorant Advertisements: Case Study Group No. 6

Fogg was launched in 2011 with a unique positioning as a deodorant without gas. Within 3 years, Fogg had captured the market leader position from Axe by focusing on emotional storytelling rather than using gender stereotypes. Axe's focus on seducing and attraction backfired as criticism of such portrayals grew. By 2016, Axe's market share had declined significantly and it launched new campaigns promoting authenticity to try and reposition itself.

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292 views3 pages

Axe Vs Fogg Deodorant Advertisements: Case Study Group No. 6

Fogg was launched in 2011 with a unique positioning as a deodorant without gas. Within 3 years, Fogg had captured the market leader position from Axe by focusing on emotional storytelling rather than using gender stereotypes. Axe's focus on seducing and attraction backfired as criticism of such portrayals grew. By 2016, Axe's market share had declined significantly and it launched new campaigns promoting authenticity to try and reposition itself.

Uploaded by

Yogesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Axe Vs Fogg Deodorant Advertisements : Case Study

Group No. 6
Ishrath A R (215118015)
Praveen Kumar D
(215118034)
Yogesh (215118078)
Abstract
This study focuses on the discussing in depth and contrasting differences in advertising and
positioning strategies of the deodorant perfume brands Axe and Fogg. It discusses how Fogg
captured the Indian market within only a span of 3 years after it was launched, penetrated the
market and emerged as the leader by competing with the brand Axe of the FMCG giant Unilever,
that was the market leader previously. This case study also discusses the different advertisement
campaigns that were launched by Fogg and Axe to position themselves in the market and the
nature of reception of those ad films by the consumers. (Not clear …IMPROVE)
(Write ..First two line about fox brand, another tow line about Fogg,, need to compare,,)
Objectives
1. To understand the brand positioning strategies of Axe and Fogg and their comparison.
2. To study the rise of the brand Fogg in a tough market and on how it gained market share
competing with the then market leader and established brand Axe.
3. To discuss in depth about the different advertising strategies of Axe and Fogg and observe the
contrasting difference in their approaches.
(Refer the case for Corrections)
Discussion Questions
1) What was the core positioning and differentiation strategy from the advertisements of Fogg
when it was launched?
2) How did Fogg being a new brand grab the attention of the consumers when established brands
Axe's presence was already overpowering?
3) Despite being the market leader at the time, what triggered the downfall of Axe in India?
4) Do you think Axe reposition itself to capture the market leadership position?
Answers:

1. Unique selling proposition: A body spray without gas


Fogg was launched in the year 2011 with the tagline Deodorant without gas, their
tagline itself depicts their core positioning as body spray without gas which last for long
time than the deo that are already exist in the market. In advertisement when most of the
deodorants in the market focus on the plots like opposite gender attraction, men and
women being objects of seduction Fogg focus on completely different plots like little
emotions that can enhance through fragrance that are being used in sprays.
Words by CEO of Fogg on their advertisement strategy, “From day one, I was thinking
about the brand architecture. Fogg had to be a friend of good guys and good girls. Its
communication will not use women as objects to deliver my brand's message. So, we
started with propagating its value proposition with neat advertising”.

2. Fogg was launched in 2011 even then they managed to grab the market leader position
within the two years of their launch, though it looks simple it is not that easy as a late
entrant to capture the position of market leader and sustain in that position for more than
five years. It lies in the brand’s ability to reinvent itself constantly over the period of
time. From being a newbie pitching the product attributes such as ‘No gas, only perfume’
to a brand talking to youngsters as well as the older generation, fogg has done it all in a
bid to stay relevant to its consumers.
3. Axe lead a deodorant market in the India till 2012, since its launch in 1999. By 2012 Axe
had enjoyed a market share of 20 percent which is reduced to 6 percent in 2016 and axe
could not make into top five positions based on the market share in deodorant market. If
we see the advertisement plot of axe they focus on seducing, male attraction, gender
stereotype kind of things which backfired them during the time they lost their market
share because that was the time across the world there was a growing criticism over
stereotypical gender portrayal and objectification of women in advertisements. These
things triggered the downfall of axe in the market.
4. After the downfall triggered in 2013, they move on to reinvent reposition themselves in
the market. By 2016n parent company Unilever consciously decided in 2016 to do away
with sexism from its advertisements and change the positioning of Axe on a global level
such that it inspired men to celebrate their originality and reject the traditional stereotypes
of male attractiveness.
With respect to this Axe launched a new advertising campaign in the US asking men to
‘find their magic’, here the ad conveyed that is was not important to meet the fashion
norms to make oneself attractive, but men should figure out their authentic self and then
work on it and these ads are experimented on US markets only.

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