Скачать или смотреть How FOGG’s ₹500 Cr Formula DESTROYED AXE in India ? | Business Case Study

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👉VIDEO INTRODUCTION:

Doston ye kahaani shuru hoti hai early 2000s ke Bharat me, jab AXE pure deodorant market ka baadshah hua karta tha!! Ab hum sab jaante hain ki AXE ki marketing kaise hit hui. AXE ne fragrance ko hygiene ke liye nahi, attraction ke liye position kiya. Har ad mein ek normal-looking ladka hota tha jo AXE lagata, aur uske baad ladkiyaan uske peeche pagal ho jaati.

Aur hum sab jab college mein the—maano ya na maano—humne sab AXE hygiene ke liye nahi, attraction ke liye khareeda tha!! Issi se AXE karod rupay kamane laga!! Aur 2011 tak AXE 18–19% market share ke saath, market leader tha!!!

Lekin is messaging ka sabse bada problem ye tha ki saare ke saare brands issi marketing strategy ko use karke apna ad chalane lage!! Aur ek time aisa aaya jab ye messaging boring aur repetitive ho gayi!!!

Lekin doston, fir market mein aaya — FOGG!!! Aur market mein entry karte hi — FOGG ne AXE ki aisi chhutti kar di ki ek hi saal mein FOGG ne AXE ka market share capture kar liya!! 2013 mein AXE ka market share 8% tak gir gaya aur FOGG 13% market share ke saath leader ban gaya. Toh sawaal ye hai — ki FOGG ne aise kya kiya jiski wajah se FOGG ne AXE ko ek hi saal mein hara diya!!

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