Download - Presentation_The IMC of Axe Instinct
DREAM OF INNOVATION
INTERGRATED MARKETING COMMUNICATION GROUP ASSIGNMENT
THE IMC CAMPAIGN LAUNCHING NEW PRODUCT RANGE OF
UNILEVER
AXE INSTINCT
GROUP MEMBERS Mai Kim Oanh
Mai Kim Chi Đặng Việt Mỹ Duyên
Trần Khánh Linh Trần Vạn Phát
Background
SWOT
Market Analysis
Ideas
Campaign Roll out
AGENDA
BACKGROUND
• Axe was launched in France in 1983. This brand gains success and the rest of Europe from 1985 onwards.
• 2013 launch in VN
• The trend for men to look for products labeled "men only”
• “ Finding the second person in Vietnam land on the moon”
BACKGROUND
MISSION VISION
To improve guys’s
performance in the
matching game by
making them
smell, feel and
look good
Axe gives guys the
Edge in playing
the Matching
Game
MARKET
ANALYSIS
- In Vietnam, male population
from 15-50 years old is almost
25.5 million (2013)
- The rate of male customer
using male health care is about
50% and male deodorant is
~18%. that rate doesn’t
increase in 3 years.
there is much more potential
in this industry
- 3 kinds of deodorant product:
• Roll-on • Aerosols • Sticks
CONTEXT MARKET
MARKET
ANALYSIS
COMPETITORS
NIVEA X-MEN ROMANO REXONA
Brand positioning Control smell and
good for skin
Manly, hero image Manly, the
successful men
Youthful, pressed on
dried function.
Product Product line Popular (based
on function)
Roll-on & aerosol
Less
Roll-on and aerosol
Less
Roll-on and aerosol
Popular
Roll-on, Sticks,
aerosols.
Fragrance Popular in
fragrance, strong
Strong fragrance,
same on perfume
Strong fragrance Fresh, less difference
Disadvantage Roll-on: cause
vestige on shirt
Prevent sweat less
than other brands
Preventing sweat is
not evaluated well
Not keep fragrance
long
Price (3) (1) (2) (4)
Advertising Functional Emotional Emotional Functional
MARKET
ANALYSIS
CONSUMER
• According to analysis, consumer will repurchase when they
used to use product before.
• 4 factors that consumer concern to deodorant product:
- Function and convenience
- Fragrance and long lasting scent
- Packaging
- Value
Based on each of customer segmentation, the prior position
will be different.
SWOT
Thread Strength
Weakness
Opportunity
SWOT
Strength • The position of the
market leader in the
wold
• Attractive content that
catches right mindset of
male
• Consistent message
across
all maketing campaigns
SWOT
Weakness
• AXE’s target market is
limited
• Controversial
advertising often leads
to legal issues
• Difficult to catch the
share in the market
having big leader brand
SWOT
Opportunity
• Coming up with limited
Edition fragrances and
cooperate with gyms
• Consider working
together with well-known
extreme athletes
• Not out-dated message
may use through time for
marketing.
SWOT
Thread • Tough competition on
the market
• Price competition from
their rivals
• Spray emits damages to
the environment
• Risk of being a brand
for enhancing the men
sex appeal
IDEA
The Concept of Product
Capturing the timeless allure of rich and rare leather,
unities the rich scent of raw-hide leather with the
spiciness of pink-pepper and the warmth of
pepperwood to bring a raw, yet resered sensuality to
this masculine fragrance. Developed with the help of
world-renowned fragrance expert Ann Gottlieb. The
newest way that axe helps give guys an adge in the
matching game.
AXE Instinct_“Experience the power of leather”
The model customer
IDEA
“ I want to be a cool boy who appeals the girls. I
specially exciting with image of the men who wear
leather jacker and ride motorcycle”
BIG IDEA: “All of things
you need, just be AXE
Instinct”
Insight & Big Idea
IDEA
OBJECTIVE
CAMPAIGN
ROLLOUT
Phase 1: Launch (01/04 – 01/06)
Phase 3: Sale (01/08- 01/09)
Phase 2: Engage (01/06-01/08)
LAUNCH ENGAGE SALE PROMOTION
Objective Raise brand awareness Be top of mind brand Increase the Sale
Figure
Key Message Live by the way you like and
attract girl by your own way
If you need help, Axe is
willing
Spray more, get more
Hooks “Phuot with Axe Instinct”
contest
Advertising Video
“Angel wake up” program Promotion program
Social tactics PR, Advertising, print ad,
Internet Marketing
PR, Internet Marketing Direct Markting
Personal selling
CAMPAIGN
ROLLOUT
PHASE 1
Launch “Axe Instinct”
ADVERTISING VIDEO PHASE 1
Video content around the story of a casual men who don’t
have anything specially but base on using Axe Instinct, he is more attractive. This make the girl relate to the image of a handsome boy with 6 packs, wear leather
jackets and run morto.
Influencers sharing Run as teaser on website and social media
“PHUOT WITH AXE INSTINCT”
CONTEST PHASE 1
Contest Description
The playground for young people who
have passion in “phuot”. They send to
AXE the pofolio include: where they
want to go, explain and the budget.” The
most creative writing will sposor 100%
fee for their trip.
Viral Clip of Vlogger
PHASE 2
ENGAGE WITH CUSTOMER
“ Angel wake up”
campaign
Every product added
with a QR code. The
user have the QR code
will be receive a calling
from a girl in the
morning to wake up
him get up.
PHASE 3
SALE PROMOTION
Objective: Increasing sale for Axe Instinct
Strategy: Using direct marketing, sales promotion and personal selling
Cinema
Universities
Men Zone
GOLD Stores
DIRECT MARKETING
Sampling Campaign
Build Brand Block
Sampling Boost
Objective: Increasing sale for Axe Instinct
Strategy: Using direct marketing, sales promotion and personal selling
Sampling Added Product
PERSONAL SELLING
THANK YOU FOR
YOUR LISTENING
Q & A