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Marketing
Marketing Project | Axe Brand Universal Oil | New Product Line |

Oke Wei Qian, StarrWong Shiying, CelineCheng May HungYim Yoke Ngoh, CherylTan Chun LinLow Wei Min BenjaminJordan Chew Yi Wen6B/12 |

Table of Contents

1.0 Executive Summary 2 2.0 Situational Analysis 3 2.1 Market Summary 3 2.2 Market Analysis 3 - 4 2.3 Competition Analysis 4 - 5 2.4 Product Offering 5 - 6 2.5 SWOT Analysis 6 - 9 2.6 Keys to Success 10 - 11 2.7 Critical Issues 11 3.0 Market Strategy 12 3.1 Mission 12 3.2 Marketing objectives 12 - 13 3.3 Financial objectives 13 3.4 Target Market 13 - 14 3.5 Positioning 14 - 15 3.6 Strategies 15 3.7 Marketing Mix 15 - 18 4.0 Financials 19 4.1 Breakeven Analysis 19 4.2 Sales Forecast 20 - 21 4.3 Marketing Expenses Budget 21 5.0 Control 22 5.1 Implementation 22 5.2 Contingency Plan 23 - 24 6.0 Conclusion 24 7.0 Bibliography 25 - 27

1.0 Executive Summary

With a history of more than 70 years, Axe brand universal oil, a subsidiary company of Leung Kai Fook Group has been known to be one of the most popular leading medicated oil brand among consumers who seek for ailment treatment. The brand, which has its own factories, located at Singapore, Malaysia and China produces and exports over millions of dollars’ worth of Axe oil to the Middle East, Africa and China annually (Leung Kai Fook Medical Company,2012). Easily identified by its distinctive logo, Axe oil has created a strong brand positioning in its consumer’s mind. The brand offers a range of products that includes Axe brand universal oil, Axe brand red flower oil and Axe brand inhaler and Gold metal medicated oil. Each product is designed and produced for a specific purpose. For instance, the core product, Axe brand universal oil is made using a unique blend of eucalyptus, menthol, camphor and other essential oils drawn from a variety of flora to cure giddiness, headache, travel sickness, stomach-ache, insect bites and other minor


Bibliography: ABS CBN News. Rich Asians love to shop; don 't mind paying more. http://www.abs-cbnnews.com/lifestyle/10/15/10/rich-asians-love-shop-dont-mind-paying-more (Accessed 30 October 2012) Adam, Z.R. "GSK, Touch `n Go in co-branding exercise." 8 4, 2012. ". New Straits Times, 16. Asiaone. (2009). Axing the Pain. http://www.asiaone.com/print/Health/News/Story/ A1Story20090327-131543.html (Accessed September 22, 2012) Asiaone http://news.asiaone.com/print/News/Latest%2BNews/Singapore/Story/A1Story20121001-374693.html (Accessed 31 October 2012) Boon, P.C Borden Eagle Company. (N.d). Company Profile. Last Modified 2011. http://www.bordeneagle.com.sg/ (Accessed September 22, 2012) Department for Scientific and Industrial Research India. (N.d). Paracetamol." : 6. http://www.dsir.gov.in/reports/techreps/tsr131.pdf (Accessed September 20 2012) Eroglu, S., Machleit, K., Davis, L. (2003). Empirical testing of a model of online atmospherics and shopper responses Han, L. 2012. Gen X: The New Luxury Buyers and How to Reach Them. http://www.mediapost.com/publications/article/175754/gen-x-the-new-luxury-buyers-and-how-to-reach-them.html (Accessed 31 October 2012) Haw Par Corp Ltd (HPAR:Singapore). (N.d). http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?ticker=HPAR:SP (Accessed September 22, 2012). Keller, K.L. 1993. Conceptualizing, measuring, and managing customer-based brand Equity, Journal of Marketing, 57(1), 1-22. Leung Kai Fook Medical Company. http://www.axebrand.com.sg/ (Accessed 30 October 2012) Mason, S. 2003. "Functional Fragrance." Global Cosmetic Industry 171 (3): 42- 45 Niazi, M., Ghani, U. & Aziz, S. 2012. The emotionally charged advertisement and their influence on consumers ' attitudes Renko, N., Sustic, I. & Butigan, R. 2011. Designing marketing strategy using the five competitive forces model by michael e Sharma, A.;J. 2004; “Web-based marketing. The coming revolution in marketing thought and strategy” Singapore Business Review. Over 6 in 10 workers grumble about stressful job load. http://sbr.com.sg/hr-education/news/over-6-in-10-workers-grumble-about-stressful-job-load (Accessed 01 November 2012) Singapore Infopedia. Leung Kai Fook Medical Company (Pte) Ltd. http://infopedia.nl.sg/articles/SIP_420_2005-01-03.html (Accessed 31 October 2012) Smith, K.G., Grimm, C.M., Gannon, M.J. 1992. Dynamics of Competitive Strategy. Newbury Park, CA: Sage. Tiger Balm. 2009 . Drug Store News, 31(6), 71. http://0go.galegroup.com.prospero.murdoch.edu.au/ps/i.do?id=GALE%7CA200976126&v=2.1&u=murdoch&it=r&p=ITOF&sw=w (Accessed September 2012) Tiger Balm. http://www.tigerbalm.com/sg/pages/about (Accessed 30 October 2012) Tribune, B.Y AROMATHERAPY IS ON THE RISE". St. Louis post-dispatch (1930-9600), 05
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