Proposal for Axe Body Spray

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  • SARA: Have you ever been with a guy and felt that something was missing? Was it his mojo or was it you? OR Have you ever been to a party and wanted to attract that girl, but you’re bummed out because she wouldn’t pay any attention to you? Don’t worry, Evolution Media is here. Axe Body spray is your new best friend. Welcome groovy guys and girls to 1969. Axe body spray is a brand new concept in hygiene. As part of the Unilever company, Axe is starting to make a name for itself in the marketplace.
  • Proposal for Axe Body Spray

    1. 2. S ituation Analysis
    2. 3. M arket Analysis <ul><li>Lack of self-awareness, hygiene </li></ul><ul><li>Competitors </li></ul><ul><ul><li>Right Guard </li></ul></ul><ul><ul><li>Old Spice </li></ul></ul><ul><li>New product category </li></ul><ul><ul><li>Axe </li></ul></ul><ul><ul><ul><li>Only combination antiperspirant and deodorant body spray on the market </li></ul></ul></ul>
    3. 4. C onsumer Analysis <ul><li>Psychographics </li></ul><ul><ul><li>Values: approval of women </li></ul></ul><ul><ul><li>Self concept: free-spirited </li></ul></ul><ul><ul><li>Lifestyle: sexually interested, masculine </li></ul></ul>
    4. 5. C onsumer Analysis Cont’d <ul><li>Influence to Purchase </li></ul><ul><ul><li>Change in view of hygiene </li></ul></ul><ul><ul><li>Providing the ONLY solution to a problem WE CREATED </li></ul></ul>
    5. 6. C onsumer Analysis Cont’d <ul><li>Buying incentives </li></ul><ul><ul><li>Attract women </li></ul></ul><ul><ul><li>Smell good </li></ul></ul><ul><ul><li>Sweat less </li></ul></ul><ul><li>Places to purchase </li></ul><ul><ul><li>Local drugstores, supermarkets, super centers </li></ul></ul>
    6. 7. C onsumer Analysis Cont’d <ul><li>Target Market </li></ul><ul><ul><li>Active, single male </li></ul></ul><ul><ul><li>18-24 college students </li></ul></ul><ul><ul><li>Seeking approval from women </li></ul></ul><ul><ul><li>Interested in sports, music, political activities, and the overall college experience </li></ul></ul><ul><ul><li>Not concerned with hygiene </li></ul></ul>
    7. 8. B rand Analysis <ul><li>Only antiperspirant deodorant total body spray on the market </li></ul><ul><li>Distinct, seductive smell </li></ul><ul><li>Precision spray nozzle </li></ul><ul><li>Long lasting scent </li></ul><ul><li>Solution to body odor and attracting women </li></ul>
    8. 9. M arketing Objectives <ul><li>Short Term </li></ul><ul><ul><li>80% exposure rate </li></ul></ul><ul><ul><li>50% purchase rate </li></ul></ul><ul><li>Long Term </li></ul><ul><ul><li>Build brand loyalty </li></ul></ul><ul><ul><li>25% increase purchase rate annually </li></ul></ul>
    9. 10. M edia Plan
    10. 11. T raditional Mass Media <ul><li>Billboards </li></ul><ul><li>Radio </li></ul><ul><ul><li>5-7pm for the commuters </li></ul></ul><ul><ul><li>10-midnight for those chilling with friends </li></ul></ul><ul><li>Television </li></ul><ul><ul><li>Primetime on ABC, NBC </li></ul></ul><ul><li>Magazines </li></ul>
    11. 12. O ther Media <ul><li>Publicity Efforts </li></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Free samples </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Point-of-purchase </li></ul></ul>
    12. 13. M arketing Mix
    13. 14. C reative Strategy
    14. 15. B illboard
    15. 16. R adio
    16. 17. T elevision
    17. 18. CU of van and two men CU of hippie chick spraying hip guy
    18. 19. LS of crowd at Woodstock CU of two women and hip guy with Woodstock stage in background
    19. 20. LS Hip guy throws AXE to friend ] CU of friend watching hip guy get into van with chick
    20. 21. CU Friend catches bottle Product shot with slogan
    21. 22. D ouble Page Magazine Spread

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