An Analysis of a Selected Market Environment

Analyze a selected market environment in the context of a given organization to identify opportunities for new proposition development.

Provide a situation analysis of the Axe/Lynx brand. Although it is a ‘Unilever global brand,’ you should focus on the UK market. Provide depth of analysis and the development of insight. Although innovation projects may be conducted based on internal factors (process innovation, for example, the need to reduce costs of formulation), your focus should be on external factors, not least because data and insight will be easier to access. The structure which you must adopt for the answer is that of a BOSCARD, a format that is regularly used within the consumer marketing and innovations sectors at the beginning of a project.