Axe Marketing Plan

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AXE Marketing Plan

Forrás: http://www.slideshare.net/anafts/plan-marketing-axe

TABLE OF CONTENTS

SECTION 1: INTRODUCTION ……………………………………………..1 1.1. History of the brand ……………………………………………………..1 1.2. Internal presence…………………………………………………………2 1.3. Sustaining growth………………………………………………………..3 1.4. Axe / Lynx product extension……………………………………………3

SECTION 2: SWOT ANALYSIS…………………………………………….5 2.1. Strengths………………………………………………………………….5 2.2. Weaknesses……………………………………………………………….5 2.3. Opportunities……………………………………………………………..5 2.4. Threats……………………………………………………………………5

SECTION 3: OBJECTIVES…………………………………………………..6

SECTION 4: STRATEGY……………………………………………………8 4.1. Creative strategy………………………………………………………….9

SECTION 5: MARKETING SITUATION………………………………….10

SECTION 6: TARGET CUSTOMER PROFILE……………………………11

SECTION 5: COMPETITORS………………………………………………13

SECTION 4: THE LIFE-CYCLE OF THE PRODUCT…………………….15

SECTION 5: MARKETING MIX…………………………………………...18 5.1. Product…………………………………………………………………..18 5.2. Promotion………………………………………………………………..19 5.3. Price……………………………………………………………………..24 5.4. Place……………………………………………………………………..25

SECTION 6: CONCLUSION………………………………………………..26 6.1. Criticisms………………………………………………………………..26

Axe, or Lynx is a brand of male grooming products, owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories.

Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. In most 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 the trademark.

HISTORY OF THE BRAND
Axe/Lynx was launched in France in 1983 by Unilever, a multi-national corporation, formed of Anglo-Dutch parentage that owns
many of the world's consumer product brands in foods,
beverages, cleaning agents and personal care products.
It was inspired by another of Unilever's brands Impulse.
Impulse was a fragranced deodorant body spray for women that promised wearers male attention. Unilever were keen to capitalize on Axe's French success and rolled it out in the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the UK and Ireland due to trademark problems so it was launched as Lynx.

The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium the brand has launched with great success in the USA and Canada. The company has also consolidated its deodorant portfolio by migrating other over-lapping male deodorants into the Axe brand such as South Africa's Ego brand.

INTERNAL PRESENCE
Axe brand products are consistently targeted to 18-25 year old males. As illustrated in Figure 2, they are currently distributed in more than 40 countries. Figure 2: Axe’s Global Presence
Not all Axe brand items/fragrances are marketed in all countries, or found in all retail outlets stocking the line.

SUSTAINING GROWTH
Axe has increased sales worldwide by successfully expanding distribution into one country after another; while the strategically timed introduction of new fragrances 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 can realize incremental sales.

AXE PRODUCT EXTENSION
Although Axe's lead product is the fragranced deodorant bodyspray, other forms of the brand exist.

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...
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