marketing axe final pdf share 12653972
TRANSCRIPT
Overview
1. Background
2. Marketing Mix
3. Criticism
4. SWOT Analysis
Sachapow, Mora Garcia, Hollinger
1. Background:
Sachapow, Mora Garcia, Hollinger
• 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:
Sachapow, Mora Garcia, Hollinger
• 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
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Place
• Over 40 countries
• Internet
• Supermarkets
• Drug stores
• Stores beauty section
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Price
Sachapow, Mora Garcia, Hollinger
• 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
Sachapow, Mora Garcia, Hollinger
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
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Promotion
Core Message:
• Ordinary /skinny men
• Irresistable to beautiful women
• Connection to daily life (normal men & place)
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Promotion
Comparison to other brands:
• Hunks, beautiful girls, motor
vehicles, sports cars
• Different approach by Axe
Sachapow, Mora Garcia, Hollinger
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
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Promotion
Media Mix: 360 degree advertising of the „Axe effect“
• Television
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Promotion
Media Mix: 360 degree advertising of the „Axe effect“
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Promotion
Media Mix: 360 degree advertising of the „Axe effect“
• Internet
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
4 P´s: Promotion
Media Mix: 360 degree advertising of the „Axe effect“
• Guerrilla Marketing
Sachapow, Mora Garcia, Hollinger
2. Marketing Mix:
Sachapow, Mora Garcia, Hollinger
3. Criticism:
• Sexist
• Superficial
• Vulgar
• Obvious twisting of reality
• Bad influence on youth
Sachapow, Mora Garcia, Hollinger
4. SWOT:
Strenghts:
• Successful and effective advertisement campaigns
• Strong emotional touch
• Fame for creative messages
• Wide extension around the world
• Market leadership
• Affordable price
Sachapow, Mora Garcia, Hollinger
4. SWOT:
Weaknesses:
• Old design of packaging
• “Axe effect” doesn’t exist
• Limited target group
• Mainly spray products
• Rude attitude, Provocation
• Chauvinistic publicity
Sachapow, Mora Garcia, Hollinger
4. SWOT:
Opportunities:
• Maintain better standards of quality
• Create new product lines, targeting female customers
• Continuous innovation
Threats:
• Hard to extend target group
Sachapow, Mora Garcia, Hollinger
THANK YOU
Sachapow, Mora Garcia, Hollinger