The hypothesis was chosen based on our curiosity on the sale volume of Brand's products and the use of the main endorsers if they had positive ties between each other.
Brand is the personification or the trust of a product or services among the customers, that they derived by using the particular product or services. A Brand adds emotion and trust to these products and services, thus providing clues that simplifies consumer’s choice.
Brand is the personification or the trust of a product or services among the customers, that they derived by using the particular product or services. A Brand adds emotion and trust to these products and services, thus providing clues that simplifies consumer’s choice.
What trend(s) are having the most significant effect on packaging and design?BBrand Design
There are numerous trends impacting packaging and design. From health, sustainability, seemingly handmade and bespoke offers, down to crazy new flavour combinations.
influencer marketing is a thriving way to keep brands visible rather than fading along with tan lines. Tapping into the end of the summer season, Crowd Media can amplify your brand awareness with a creative Influencer Marketing strategy to increase engagement, drive quality traffic to your site, and even encourage sales.
Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
What trend(s) are having the most significant effect on packaging and design?BBrand Design
There are numerous trends impacting packaging and design. From health, sustainability, seemingly handmade and bespoke offers, down to crazy new flavour combinations.
influencer marketing is a thriving way to keep brands visible rather than fading along with tan lines. Tapping into the end of the summer season, Crowd Media can amplify your brand awareness with a creative Influencer Marketing strategy to increase engagement, drive quality traffic to your site, and even encourage sales.
Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
"Grab Life By the Berry" Ocean Spray Advertising CampaignMeredithHardy2
This project took home 5th place in the trip-state National Student Advertising Competition sponsored by the American Advertising Federation in April 2018.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
Presentation
By Ashley Neo & JungHyuk Hong
[email protected][email protected]
INDEX
Introduction
The Brand
The Product
The Issues
Our Plan
Market Forces
Summary
01
02
03
04
05
01 BACKGROUND OF AXE
Mission Statement
“From the moment they wake up and get ready to the end of
a night out, AXE is there to give guys the confidence to look,
smell and feel their best.”
Axe Brand, Mission Statement.
Introduction
Known as Lynx in the United Kingdom, Ireland, Australia and New Zealand due to trademarking problems.
Male grooming Products
First conceived in France in 1983 by Unilever, a multinational consumer goods company from Anglo-Dutch roots.
Products
AXE is deodorant for men, sold by Unilever.
It was ranked top three best men’s deodorants in 2015 by the Men’s Health online magazine.
It is global brand that has presence in Europe, America and Australia.
Its target market is young men but has increased its reach more mature adults.
The products of AXE deodorant reduces body odor and increases freshness, especially when one fails to take a shower. AXE is in the form of a dry spray.
02 MARKET FORCE
Market Forces
Deodorant market has a steady growth and is fairly saturated.
The target market is constant because it targets mainly children reaching puberty.
Competition exists on value of the product and ability to fight odor thus increased price.
Deodorant industry in the US is dominated by Unilever.
Sales grew by 9% in 2015, hitting US$ 1.3 billion.
Market Force
Competition
Most of these are very fairly big brands and would offer competition to Unilever and its products.
They included:
Effects of Market Forces
AXE is compliant to FDA regulations because deodorants are categorized as drugs.
There has been increased push for organic products due to concerns of environmental effects of cosmetics.
Consumers have raised questions over health implications of using deodorants.
Customers are skeptical about sprays, which has not worked well in the US market.
The entrance of new players in the sector has led to the need to intensify marketing and improve product value to customers.
03 THE ISSUE
The Issue
Issue Identification
The Deodorant market targets young people around the age of puberty.
AXE has introduced brands that target more mature adults.
As of 2015, the population of Manhattan was dominated by people aged between 20 an 39 years.
12.1% are aged 25 and 29 years, who form the highest proportion of the population, followed by the people aged between 30 and 34 years who make up for 10.6%. Ages 35 to 39 years rank third with 8.0% of the population.
The proportion between men and women are almost equal
With a deodorant that can attract more mature adult men, there is potential in Manhattan.
This would need a clear marketing strategy since the population is objective, informed and would make choices carefully.
04 OUR PLAN
Plan
The strategies .
Eportfolio 2017 features results-oriented portfolio of Nancy Stearns Burgess, Owner of Nancy Burgess Strategic Marketing. The portfolio showcases digital work, including search engine optimization, social media marketing, marketing automation, eRetail, content generation, copywriting, editing, branding, marketing research, interviews, feature articles, and publishing.
* Team 2:
Đinh Ngọc Gia Bảo
Võ Đình Đình
Bùi Ngọc Thanh Ngân
Bùi Thị Kim Oanh
Đặng Trang Đan Phương
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What is brand?
What is marketing?
What are the roles of marketing and brand in business? (At least 2 examples of specific brands)
What are the roles of marketing and brand in personal life? (Each student gives example)
---------------------------------------
> Homework for Week 1 <
In this research we have survey the product performance and buying behavior of the fragrance of perfumes, which are used by people of all ages. During this research we have interacted with people of all ages who use perfume. After this research we came to know how people perceives these products on the variables like price, fragrance, advertisement, satisfaction, packaging, brand loyalty etc.
In my last term at Chula, I was given an opportunity to work as a news magazine editor. Echo was the name of the magazine; this piece of writing was an editorial showing my personal idea towards the issues of environmental problems and the magazine itself.
The interviewee had an interesting attitude and career that appeal to my personal thinking. She worked based on the idea of altruistic philosophy, which I found admirable. This writing piece was an A work.
The main idea of the campaign was to create a logo and products that could represent the faculty of communication arts as a whole. This presentation received a very well-responded feedbacks from the professor and classmates.
An analysis on Andy Warhol, the pop artist was selected as the topic because of his creativity and uniqueness. Warhol can actually be counted as one of my favourite artists.
The statement was a part of the Crisis Management course in my 3rd year. This course has given me so much knowledge about how to handle possible crisis communication in my future career as an AE.
1. Date: October 21, 2009
To: James Haft
From: Pimpisa Jular 494 53466 28
Sundhika Chagsudulya 494 53712 28
Usaporn Tanadumrongsak 494 53867 28
Subject: BRAND’S selection of Tor Saksit Vejsupaporn and Nudee Vanessa Race as
brand’s ambassadors of BRAND’S Essence of Chicken product line has increased
the sales volume of BRAND’S.
Claim: BRAND’S is a supplementary product that has been in the health food market for
more than 3 decades. BRAND’S continuous success can be primarily based on its
BRAND’S Essence of Chicken, and recently, its product line has extended into
various healthy flavors and a capsule form. However, BRAND’S effective
marketing strategy has tremendously contributed to its perpetual growth.
BRAND’S strong marketing strategy in selecting its brand ambassadors has been
creating positive results to the overall brand for many years. BRAND’S selection
of Tor Saksit Vejsupaporn and Nudee Vanessa Race as their BRAND’S Essence
of Chicken’s brand ambassadors have influenced consumers’ decision to purchase
BRAND’S products, thus increase the sales volume of BRAND’S Essence of
Chicken product line.
Evidence: After BRAND’S has selected Tor Saksit Vejsupaporn and Nudee Vanessa Race as
their brand ambassadors for BRAND’S Essence of Chicken and BRAND’S
Essence of Chicken in capsule form respectively, the sales volume of both
products have increased in a satisfying growth rate in correspond to the selection
decision. According to the findings, by the end of the year, the sales volume of
BRAND’S Essence of Chicken product, which is being endorsed by Tor Saksit
Vejsupaporn, will rise up by 10-15 percent on the outlook. While the capsule
product’s sale volume has rose by 15 percent from the previous sales, which can
be contributed to Nudee Vanessa Race.
Bridge: In contribution to the rise of the sales volume, BRAND’S selection of the brand
ambassadors’ personal backgrounds has led to the formation of credibility in the
quality of the products because consumers believe that they have the potential to
become successful like the endorsers. Tor Saksit Vejsupaporn’s and Nudee
Vanessa Race’s educational and career backgrounds have formed a corresponding
link to the products’ images, and thus allow BRAND’S to reach its right target
audiences.
Foundation: Prior to Tor Saksit Vejsupaporn’s personal background, he has been labeled as
multi-talent idol for the young generation because he had accomplished
exceptionally in his academic field by receiving a gold medal in first honor in
BBA from ABAC; and later after he has fully participated in the music industry,
he has been receiving a groundbreaking success from his musical career. Tor
Saksit Vejsupaporn’s musical instrument skill is also very outstanding as he has
been a pianist since he was three years old, and has won many valuable rewards.
2. As for Nudee Vanessa Race, her pursue in the neuroscience field, majoring in
Mind, Brain, and Education program in Master Degree from Harvard University,
has made her the first expert in the neuroscience academia in Thailand.
As a result, due to the strength that each ambassador possesses, which give a
perfect match to each BRAND’S product, consumers then place their trust in the
brand, thus consequently, risen the volume of sales.
Counterclaim:BRAND’S is a long standing brand, which has been earning a great response and
trust from its customers without the use of these two brand ambassadors.
Therefore, it can be concluded that the fact is consumers actually believe in the
quality and benefits of BRAND’S products due to its well-selected ingredients.
The main ingredients are essence of chicken, iron, vitamin B1, B2, B3, B6, and
B12, folic acid, and ginkgo. A study has shown that people who consumed
BRAND’S Essence of Chicken on a daily intake for 7 consecutive days would
have a better performance of brain’s functionality and would become more
energetic and self-motivated, while also lessen fatigue and increased
concentration.
Rebuttal: The reason that consumers are driven to buy BRAND’S products is not caused by
the nutritional value of the products but, in fact, they are persuaded to buy them
because of BRAND’S strong marketing strategy. Consumers are attracted to buy
BRAND’S products through repeated exposure of BRAND’S IMC tools; for
example, TVCs, radio spots, and interactive media. Out of home media is one of
the tools to induce consumers because BRAND’S understands that out of home
media are able to reach the right target audiences well. There are also several
events, road shows, and workshops promoting BRAND’S Essence of Chicken in
capsule form in different areas, which are hosted by the product’s endorser; Nudee
Vanessa Race. Moreover, in order to penetrate the younger audiences, BRAND’S
sets up many mini concerts by Tor Saksit Vejsupaporn at various schools to
capture their attention.
In conclusion, BRAND’S effective and efficient IMC tools are the reasons behind
the increase of sales volume, which are thrust by the brand ambassadors, and not
the nutritional value of the product.
Solution: The best solution for the company is to use Tor Saksit Vejsupaporn and Nudee
Vanessa Race as their brand ambassadors because they can effectively enhance
consumers’ credibility in the brand and result in the rise of sales volume, which
can benefit the company in the long run. In addition, another alternative is that the
company can select new presenters for the other segment products, so that
consumers are able to differentiate each product category in their minds, thus,
create less confusion and prevent misleading perception.
However, the recommendations are that the company should always be ethically-
concerned by being truthful and avoid exaggeration. Moreover, they should let the
consumers think for themselves about what is good for them by not leaving their
strong marketing strategy become too intrusive and overcrowd the consumers’
personal buying decisions.