By Marketing Week 9 Apr
For over 80 years, Axe Brand has been building networks of passionate devotees around the world, many of whom go on to become loyal brand ambassadors, sharing their experiences with family and friends.
In this way, Axe Brand has come to hold an important place in the hearts and minds of millions around the world, recognised within the industry and among families as the remedy you can trust.
In a chance meeting, he met a German physician called Dr. Schmeidler, who gave him a recipe for a medicated oil, said to cure all manner of ailments.
Leung Yun Chee was impressed by its wide range of applications, and was inspired by the entrepreneurial spirit that was sweeping Singapore, marketed and sold his newly discovered cure-all remedy.
Axe Brand Universal Oil was born.
Undeterred and naturally ambitious, Leung Yun Chee set about marketing his new product. Adopting the axe for its logo, he employed a team of illustrators and graphic designers to help him craft an enduring and now iconic, visual identity.
This was a pioneering marketing move, and established Axe Brand Universal Oil as a cut above the rest.
Next Leung Yun Chee started producing pamphlets detailing the benefits of the oil which he distributed all over Singapore, and sure enough, sales began to pick up.
However, for Leung Yun Chee, it was an opportunity to expand. During the war the Japanese occupied Singapore, and trading ceased.
As a result, Axe Brand Universal Oil became the go-to brand, and established itself as leader in medicated oils. The first significant foreign market was Saudi Arabia, after the Axe Medicated Oil had been adopted by pilgrims on their way to hajj.
Often these arduous trips were made by sea, in cramped and uncomfortable conditions. Suffering from headaches, giddiness and insect bites, pilgrims came to rely on the naturally soothing properties of Axe Medicated Oil to treat their ailments.
In their respective countries, sales began to increase. Leong Heng Keng had been working with his father for over twenty years, and was later joined by his brother, Leong Mun Sum, who rejoined the company as Managing Director in Today With 5 GMP certified factories, all boasting state-of-the-art technology, Axe Brand is proud to be one of the leading brands of medicated oil in Asia, and a recognised heritage brand in Singapore.
It still retains the spirit and passion of its founding father, Leung Yun Chee, who started the company over 80 years ago.May 17, · Popular men’s grooming brand Axe is, once again, challenging masculine stereotypes with a powerful new ad and social media initiative.
Released Wednesday, the “Is It . This Dr. Axe content is medically reviewed or fact checked to ensure factually accurate information. With strict editorial sourcing guidelines, we only link to academic research institutions, reputable media sites and, when research is available, medically peer-reviewed studies.
T/F Axe engages in market research when it tracks fads, trends, likes and dislikes, interests, and relationship patterns. False. ____ is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. Unilever’s AXE brand dominates the men’s body spray category, with a 74% share of the market, according to market research firm SymphonyIRI Group.
While AXE is targeted primarily to men aged 18 to 24, the brand also is popular among adolescent boys (however, Mintel doesn’t track usage for .
Apr 24, · AXE Positioning Analysis Leave a reply AXE, launched in France in by Unilever, is a brand of male grooming products including deodorants, . Axe is a brand which is famous for its advertising campaigns and the brand is known to be loud about its deos.
Here is the Marketing Mix Of Axe.