Marketing Axe Final PDF Share 12653972

Overview

1. Background

2. Marketing Mix

3. Criticism

4. SWOT Analysis

Sachapow, Mora Garcia, Hollinger

1. Background:


• Funded 1983 (France)

• Owned by Unilever

• Inspired by Impulse

• Unilever´s best selling brand worldwide

• Rolled out over Europe from 1985 onwards

• Great success in Europe and Latin America, USA, Canada

• Moderate success in Asia & Africa

• Today total of more than 40 countries

• Lynx

2. Marketing Mix:


• Exeption of Glocalisation

• Applies its entire M.M. across geographical boundaries

• Slight adaption for more prude countries as India

2. Marketing Mix:

4 P´s: Product


2. Marketing Mix:

4 P´s: Place

• Over 40 countries

• Internet

• Supermarkets

• Drug stores

• Stores beauty section


2. Marketing Mix:

4 P´s: Price


• Affordable for middle class (no high income/status)

• Examples GERMANY:

– Axe deodorant spray € 2.85

– Axe shower gel € 2.29

– Axe Eau de Toilette € 7.99

– Axe after shave € 5.99

2. Marketing Mix:

4 P´s: Promotion

Target Group:

• Male (15 – 25 years)

• „Youngh at heart“ naughty guys

• All races and ethnicities

• Singles OR shorter term relationships

• Heterosexuals


2. Marketing Mix:

4 P´s: Promotion

Core Message:

• „The guy getting the girl“

• Girls make the first move

• Assumption: men want to be seduced

• Axe as „Self confidence Booster“

• Ordinary /skinny men become sexy


2. Marketing Mix:

4 P´s: Promotion

Core Message:

• Ordinary /skinny men

• Irresistable to beautiful women

• Connection to daily life (normal men & place)


2. Marketing Mix:

4 P´s: Promotion

Comparison to other brands:

• Hunks, beautiful girls, motor

vehicles, sports cars

• Different approach by Axe


Success of campaigns

2. Marketing Mix:

4 P´s: Promotion

• 360 degree advertising of the „Axe effect“

• Cool, fashionable, stylish

• Eases the transition from adolecence to manhood


2. Marketing Mix:

4 P´s: Promotion

Media Mix: 360 degree advertising of the „Axe effect“

• Television


2. Marketing Mix:

4 P´s: Promotion


• Print


2. Marketing Mix:

4 P´s: Promotion


• Internet


2. Marketing Mix:

4 P´s: Promotion


• Guerrilla Marketing


2. Marketing Mix:


3. Criticism:

• Sexist

• Superficial

• Vulgar

• Obvious twisting of reality

• Bad influence on youth


4. SWOT:

Strenghts:

• Successful and effective advertisement campaigns

• Strong emotional touch

• Fame for creative messages

• Wide extension around the world

• Market leadership

• Affordable price


4. SWOT:

Weaknesses:

• Old design of packaging

• “Axe effect” doesn’t exist

• Limited target group

• Mainly spray products

• Rude attitude, Provocation

• Chauvinistic publicity


4. SWOT:

Opportunities:

• Maintain better standards of quality

• Create new product lines, targeting female customers

• Continuous innovation

Threats:

• Hard to extend target group


THANK YOU


Marketing Axe Final PDF Share 12653972

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