29. As the common Indian consumer is price sensitive, the products were readily accepted in the market.
30.
31. The marketing campaign was aimed at not to offend the customer, but to make him feel that it would be great for him if he uses the product.
32. The main aim of the company was to take the competitors head-on, with unmatched quality at an unbeatable price, i.e.the use of best cost strategy.THE MARKETING MIX
33.
34. The states of Tamil Nadu & Kerala were taken as the sample population.
35. The company launched 20gram sticks at Rs.21 per piece, & 5gm sticks at just Rs5.
36. The company also provided the customers with the cheapest aerosol deodorants, which none else was able to replicate.UNILEVER'S EXPERIMENTS WITH DEODORANTS
37.
38. The market has grown from nowhere in 1995 to 300 million in 2004, & is expected to touch 3169 million by the end of 2010.
39. People now prefer the use of deodorants, instead of the old method of using talc- soap mixture.…AND THE RESULTS
40.
41. Axe, another brand of deodorants from Unilever, launched in 1999 is today the market leader.