Plan marketing Campaña Axe

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Plan marketing Campaña Axe

  1. 1. “Feel the Axe effect” ISTITUTO MARANGONI Ana Fernández-Trejo Sánchez Marketing Mix Project 1
  2. 2. TABLE OF CONTENTSSECTION 1: INTRODUCTION ……………………………………………..11.1. History of the brand ……………………………………………………..11.2. Internal presence…………………………………………………………21.3. Sustaining growth………………………………………………………..31.4. Axe / Lynx product extension……………………………………………3SECTION 2: SWOT ANALYSIS…………………………………………….52.1. Strengths………………………………………………………………….52.2. Weaknesses……………………………………………………………….52.3. Opportunities……………………………………………………………..52.4. Threats……………………………………………………………………5SECTION 3: OBJECTIVES…………………………………………………..6SECTION 4: STRATEGY……………………………………………………84.1. Creative strategy………………………………………………………….9SECTION 5: MARKETING SITUATION………………………………….10SECTION 6: TARGET CUSTOMER PROFILE……………………………11SECTION 5: COMPETITORS………………………………………………13SECTION 4: THE LIFE-CYCLE OF THE PRODUCT…………………….15SECTION 5: MARKETING MIX…………………………………………...185.1. Product…………………………………………………………………..185.2. Promotion………………………………………………………………..195.3. Price……………………………………………………………………..24 2
  3. 3. 5.4. Place……………………………………………………………………..25SECTION 6: CONCLUSION………………………………………………..266.1. Criticisms………………………………………………………………..26 3
  4. 4. Axe, or Lynx is a brand of male grooming products, owned by Anglo-Dutchcompany Unilever who manufacture a range of products in the health &beauty, household cleaning, food and ice cream categories.Axes lead product is a deodorant body spray. The brand also includesdeodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. Inmost of the world the brand is named Axe; in Australia, New Zealand, Ireland,and the United Kingdom it is named Lynx due to conflicts regarding thetrademark.HISTORY OF THE BRANDAxe/Lynx was launched in France in 1983 by Unilever, a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the worlds consumer product brands in foods, beverages, cleaning agents and personal care products. It was inspired by another of Unilevers brands Impulse.Impulse was a fragranced deodorant body spray for women that promisedwearers male attention. Unilever were keen to capitalize on Axes Frenchsuccess and rolled it out in the rest of Europe from 1985 onwards, laterintroducing the other products in the range. Unilever were unable to use the 4
  5. 5. name Axe in the UK and Ireland due to trademark problems so it waslaunched as Lynx.The European launch of the deodorant was followed by success in LatinAmerica and moderate impact in Asia and Africa. In the new millennium thebrand has launched with great success in the USA and Canada. The companyhas also consolidated its deodorant portfolio by migrating other over-lappingmale deodorants into the Axe brand such as South Africas Ego brand.INTERNAL PRESENCEAxe brand products are consistently targeted to 18-25 year old males. Asillustrated in Figure 2, they are currently distributed in more than 40 countries.Figure 2: Axe’s Global PresenceNot all Axe brand items/fragrances are marketed in all countries, or found inall retail outlets stocking the line. 5
  6. 6. SUSTAINING GROWTHAxe has increased sales worldwide by successfully expanding distribution intoone country after another; while the strategically timed introduction of newfragrances has increased overall market share.As the market matures, Unilever must now address new market opportunities-ethnic multi-cultural markets located throughout the world--where it canrealize incremental sales.AXE PRODUCT EXTENSIONAlthough Axes lead product is the fragranced deodorant bodyspray, otherforms of the brand exist. 6
  7. 7. Within underarm care the following are available: • Deodorant aerosol bodyspray • Deodorant stick • Deodorant roll-on • Antiperspirant aerosol spray (Axe Dry) • Antiperspirant stick (Axe Dry)The brand has also extended into other areas such as: • Shower Gels • Aftershaves and Eau de Toilette • Skin Care • Shampoo • Hair Styling 7
  8. 8. SWOT ANALYSIS STRENGTHS WEAKNESSES • Market leadership • men featured are comparatively • Fame for creative messages slim • Affordable price • objectification of provocation, • Wide extension around the showing a rude attitude, world weakning the reputation of the • Successful and effective brand advertisement campaigns • concrete target public (young • Strong emotional touch man) • subliminal publicity, “AXE effect” doesn’t exist • unrenovated and old design of packaging • advertise only spray products, AXE production line is much more • chauvinistic publicity OPPORTUNITIES THREATS • create new product lines, • risk of being a brand for targeting female customers enhancing the men sex-appeal • maintain better standards of • copy by the competitors quality • undermining the aspiration of • unified advertising campaign consumers throughout the world • spray emits damages to the • continuous innovation environment 8
  9. 9. OBJECTIVESSuccess as an entity, requires the highest standards of corporate behaviourtowards employees, consumers and societies of the world in which we live.Only by truly understanding the essence of Unilevers mission statement, cancorporate excellence be obtained. Only then can the vision statement ofadding vitality to life in order to meet the needs for nutrition, hygiene, andpersonal care with brands that help people feel good, look good and get moreout of life be realized.From the humble beginnings of the Ego brand in 1974, to formation of Axeand penultimaterebranding of Lynx for distribution in Australia, Ireland and the UnitedKingdom. It is the mission that rings true, even today. Axe has become theworlds definitive grooming brand – ranging from deodorants, body sprays,and shower gels – available in a wide assortment of seductive fragrances.The next year will prove crucial in maintaining incremental global marketshare in over 40 countries. The primary target market for the product lineshould remain focused on 18-24 year old males. Key to sustaining growth will 9
  10. 10. be the ability to identify and isolate tightly focused promotional effortsplaying on the “boy meets girl” meme customers and competitors have cometo associate with the high profile of Axe. The element pertaining to successwould be exploring new avenues of creativity to target social sub-cultures andethnic groups more effectively in areas where these opportunities exist. • transform Axe into an icon in the “Game of Seduction” • .Increase the deodorant’s brand equity • .Increase sales volume • Creatively target sub-culture through specifically appealing to their niche interests in countries where market share for the targeted sub- culture age group is oligopolistic and its growth steadily increasing • Attract ethnic potential customers in countries where traditional marketing efforts may conflict with the collective conscious native to that particular country • Serve to additional age groups not necessarily conforming to 18-25 year old males • Satisfy each target costumer to the maximum obtainable level of satisfaction 10
  11. 11. STRATEGYEssentially, the formation of the proposed brand is an merger of lineextensions and multibrands dependent on the area of target market: • Line extension brand strategy would include addressing the marketing objectives of targeting younger males by promoting current brands to the new potential market by adjusting the product strategy to appeal to current affairs that interest this section of the target market – still, however, preserving brand names. Line extension strategy may also be highly effective in targeting niche sub-culture markets by extending the Axe/Lynx brand to appeal to their unique interests such as the aforementioned Axe/Lynx Binary sub-label. Line extensions represent existing brand names extended tonew forms, sizes and flavours of an existing product category • The use of multibrand strategy allows for new brands to be introduced in the same Axe/Lynx product categories of deodorants, and even body sprays and shower gels under new brand names, accompanied by new product strategies (Kotler). This particular strategy can be incorporated into achieving the marketing objectives of penetrating new segmentsTherefore, a combination of line extensions under the Axe/Lynx brand name 11
  12. 12. to include new fragrances like Axe/Lynx, adjusting current marketinginitiatives through altering product strategy to appeal to younger age groups,and new brands – owned by Unilever – named Shinx or Dune serve to satisfyall outlined marketing objectives and increase the market share.CREATIVE STRATEGYThe strategy had to build on the brand heritage, while rejuvenating Axe’simage to make comtemporary. Passive seduction was still a real andmotivating consumer insight. The youngs want to be seductive without beingseen to try too much. Having women show an inerest gives them theconfidence to go on.However, since all brands talk about seduction, Axe had to impose its ownpoint of view in a clever and motivating way. The execution had to be newand different; it made a break with conventional publicity. Humour was used,considering seduction as a serious business. The setting and protagonists usedshould be relevant and aspirational to the target audience. This involvesmoving from the traditional exotic male role model to an environment close tothe consumer’s reality. 12
  13. 13. The creative idea was to show the seduction effects of Axe on women, f whois wearing it.MARKETING SITUATIONWhen launched, Axe created a new product category: deodorant body sprayfor men. Over and above the classical deodorant promise of odour prevention,Axe also offered fragance, which allowed it to be positioned as a “seductiontool, easing the transition from adolescence to manhood”.Axe has established itself as the leading male toiletries brand in Europe.Central to the brand’s success was its innovate character, creating its owncategory, which situated it at the leading edge of fashion.However, the brand seemed to have aged with its initial consumer and didn’tfollow youth fashion trends. Research indicates that the “Axe man” was seenas dated “James Bond in a safari suit”. The communication format was unableto go up the current values of the youth target. 13
  14. 14. TARGET CUSTOMER PROFILEIn order to understand the proposed target market effectively, particularevaluation needs to be given to the demographic, psychographic andbehavioural features evident in the sample size: - The targeted age range should consist of 15-25 years of age - The target market is also male, unaffected by race or ethnicity – although different marketing initiatives may appeal to different ethnic groups - Targeted consumer is of a lower socio-economic status given the income distribution of the age group and education levels - The status of the proposed candidate is that of a bachelor or most likely involved in shorter term relationships - The dominant portion of the target consumers exhibit heterosexual orientation, given the success of previous campaigns portraying the protagonist of this sexual orientation 14
  15. 15. The following profile can therefore be established;Age: 15-25Gender: MaleMentality: Mainstream.Perception: Peer influencedSocio-economic Class: LowGeography: Anywhere males and females are presentSexuality: HeterosexualInternationally this brand targets male aged 15-25. They still love the uniqueAxe fantasy of “the woman making the first move”. Young men in this agegroup are impatient for their first experience of women. They dream aboutbeing able to seduce women without too much effort, because they are not asconfident as they seem. Their main topics of interest are sex, music, footballand having a laugh.The brand has its brand values of Cool, Fashionable and Stylish. And worldover, the brand shoots to its core values. The biggest strength of this brand isthe underlying message or the DNA, which is that the brand users are High onConfidence and always for the Axe users, “Girls Makes The First Move”. Ithink the biggest competitive advantage of this brand is its complete 15
  16. 16. monopoly over this brand proposition. All its campaigns revolve round thiscentral theme of Seduction where Girl makes the first move.I think it has lot of subliminal implications. The brand assumes that Menwants to be seduced. That feeling (of being seduced) gives a big boost of selfconfidence to a man. Although many brands take this proposition, Axe justmade it perfect.COMPETITORSThe only potential competition faced by Axe/Lynx in terms of directcompetition are other deodorant brands being produced – directed towards thesame target market. These include, TAG Body Spray, Old Spice (Old Spice2008) and various other generic brands targeting the lower and younger socio-economic market share. Given the oligopolistic nature of the deodorantmarket competitors cannot gain significant market share by dropping pricesmuch lower than Axe/Lynx. 16
  17. 17. TAG is a re-incarnation of RightGuard Body Spray, released in 2002.Right Guard Body Spray wasdiscontinued after several monthsdue to very low sales. Gillette thenspent the next few years trying tofind how to successfully market abody spray for teen boys. As a result of their research, TAG was released inthe beginning of 2005. Features inspired by their research included theiradvertising campaign which "warns" the viewer that women will be attractedto him in a way that will cause them to attack him, the charcoal-greyaluminum cans with silhouettes of women, and fragrances named after datingmilestones. Additionally, Gillette decided not to include any sign that Gillettemanufactured the product on the product itself or in the advertising. It wasdecided that Gillettes reputation from its other products would detract fromthe sale of TAG. 17
  18. 18. Old Spices buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM s 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance.Old Spice as of 2009 has three lines of grooming products and each linefeatures a variety of products and scents. "High Endurance" is promoted as abasic grooming line, and includes antiperspirant, deodorant, body wash, hair& body wash, and shaving products.THE LIFE CYCLE OF AXE DEODORANT SPRAYThe product life cycle (PLC) is the course of a products sales and profitsduring its lifetime – segregated into product development, introduction,growth, maturity and decline. Every Axe/Lynx product is accustomed to thefirst four stages of the PLC. However, as soon as the decline stage is reachedand a declination of profits observed, a reiteration process is commenced withthe introduction of a new product under the brand name. The maturity and 18
  19. 19. decline phases are judged based on customer perception of brand equity inover 40 countries worldwide.The product life cycle of the past to the recent present, tied in with perceptualbrand equity factors, and subsequent line extensions are as follows:1983 – Amber (Axe/Lynx Amber 2008), Spice (Axe/ Lynx Spice 2008), Musk(Axe/Lynx Musk 2008)1985 – Amber, Spice, Musk introduced into the United Kingdom1987 – Orient (Axe/Lynx Orient 2008)1989 – Marine (Axe/Lynx Marine 2008)1995 – Africa (Axe/Lynx Africa 2008)1998 – Apollo (Axe/Lynx Apollo 2008)1999 – Voodoo (Axe/Lynx Voodoo 2008)2000 – Phoenix (Axe/Lynx Phoenix 2008)2001 – Gravity (Axe/Lynx Gravity 2008)2002 – Apollo, Kilo, Orion, Phoenix, Tsunami, Voodoo introduced into theUnited States2003 – Pulse (Axe/Lynx Pulse 2008), Essence (Axe/Lynx Essence 2008)2004 – Touch (Axe/Lynx Touch 2008)2005 – Unlimited (Axe/Lynx Unlimited 2008)2006 – Click (Axe/Lynx Click 2008) 19
  20. 20. 2007 – Vice (Axe/Lynx Vice 2008)2008 – Dark Temptation (Axe/Lynx Dark Temptation 2008), and Sharp Focus(Axe/Lynx Sharp Focus 2008) 20
  21. 21. MARKETING MIXPRODUCT Axe/Lynx body spray can features a distinctive black metallic exterior and an associative logo representative of its label. Ergonomics have been perfected on the product level to a point where aerosol leakage has become virtually impossible.The Axe/Lynx brand name is designed around a logo that utilises customdesigned typography to give it a distinctive and recognisable look – its blackexterior, complimenting packaging and striking short, block letteringexemplified thereon setting it apart from the generic competitor.Augmentation of the product line allows customers to interact with its variouspromotionalcampaigns through a plethora of web sites scattered with images of attractivefemales – all in favour of complying with the needs of its target market. Thereare also telephone hotlines available to assist customers with informationabout competitions and the more intricate product details. 21
  22. 22. PROMOTIONMass communication can be utilised through the use of free-to-air television,radio, newspapers andmagazines, as well as other methods like cinema and outdoor advertising.All its campaigns revolve round the central theme of Seduction where Girlmakes the first move.It has, absolutely, subliminal implications. The brand assumes that Men wantsto be seduced . That feeling gives a big boost of self confidence to a man.Although many brands take this proposition, Axe just made it perfect.In most of the Axe ads only very ordinary skinny kind of people gettingassaulted by beautiful girls. That makes the brand more approachable. If Axehad used a Hunk, the promotions couldnt have been so effective. The brandmanagers were so wise that when they used a celebrity like Ben Affleck. Itensured that the brand is made approachable.The brand has started its Internet based marketing initiative with Axe Land,which involved a virtual trip to the Axe world. Globally also this brand has lotof online initiatives which are almost always naughty. In UK the Axe ismarketed as LYNX. 22
  23. 23. Not only the brand uses TVCs to its advantage, the print ads of Axe wonseveral awards in various ad events. Besides Print, the brand also usesoutdoors to its maximum impact. Axe is a classic example of 360 degreesbranding effort. Now Axe has a common message in over 70 countries. 23
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  27. 27. PRICEThe product solves an immediate problem. Cologne is too expensive for mostGen Y men and body spray does the job at a price they can afford. This is itsfundamental feature. £2.69Developing the pricing strategy requires an intimate look at the productstrategy. If theproduct is deemed an innovation – on the grounds of addressing a previouslyuntargeted market like a sub-culture or youth segment – the most profitablestrategy for the Axe/Lynx brand would be a market-penetration tactic.Market-penetration aims to set a comparatively low price for a new product inorder to attract a large number of buyers and enhance a current market share. 27
  28. 28. PLACEThe process of efficiently and effectively making and getting products andservices to end-users requires a marketing logistics network. Essentially, thephysical distribution of the proposed products should propagate through aseries of intermediaries as a fast moving consumer good typically purchasedby consumers weekly.Distribution begins with the Unilever sales forecasting intermediary bydetermining company production schedules, inventory levels and production.Everywhere the product ables to purchase is developed a in-storecommunication through educating retailer staff to be aware of competitionsand promotion campaigns for Axe/Lynx products, as well as providing specialpromotional information about products and potentially,increase sales.Places where we can find the product to purchase it: • Websites:www.unilever.comwww.amazon.comwww.healthpricer.comwww.drugstore.com 28
  29. 29. • Stores-beauty section • SupermarketsSOME CRITICISMS ABOUT AXE PRODUCT AND MARKETINGSo if a cologne/deodorant fusion smells like digested, double shit,theoretically it wouldn’t sell for lint and loose paper clips, right? That’s notwhat’s going on with Axe. Young Gen Y men are elbowing each other to grabit off the shelves… So what’s the real AXE effect?1. As I told before, the product solves an immediate problem. Cologne is tooexpensive for most men and body spray does the job at a price they can afford.This is its fundamental feature.2. The message is perfect. Axe sells the concept of never dealing withrejection ever again. A problem that terrifies most men. In fact, when wearingAxe and confidence, perfect gorgeous women approach you - the normal guy.This is the fundamental benefit. 29
  30. 30. Focus on one feature and tie it directly to one benefit. This focus will keepyour brand message consistent and you’ll get the girl, every time.Have you heard of the Naughty to Nice Program? Pay attention to the videowhere David Rubin, Senior Director of Axe PR, only exists to promote AxeBody Spray. He does so in such a blatantly obvious way that it’s funny, givingtheir marketing team a sense of humor and making them more human. Allgreat things!All in all, Axe kills a fundamental Gen Y marketing rule - providing greatproducts - instead they sell the benefits of never be rejected by women againand that’s exactly why it works! 30
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