Marketing Plan - Axe

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PRODUCT CATEGORY THREATS AND OPPORTUNITIES

ECONOMIC FACTORS:

AXE is a new and upcoming product in
Pakistan (industrialist economy) i.e. wide
variety of products and competitors
available in the market. Since, it would
be difficult for the marketers to
discover new ways to satisfy consumer’s
needs and wants because of the
emergence of competitors. Therefore, AXE
targets the untapped/niche market and
can expand its sales and profits by
capturing large shares of its market. AXE
targets the middle class and upper middle.

CULTURAL FACTORS:

We are launching our product in three big cities of
Pakistan (Karachi, Lahore and Islamabad) having a
diverse cultural background. We all are aware of
the fact that culture plays an important role in
selecting a brand. The core belief of the peoples
of these cities is same i.e. good/pleasant fragrance
separates the person from the rest. However,
secondary beliefs might vary from city to city.
Our primary target is to focus on changing their
secondary beliefs, as it would be difficult to alter
their core beliefs.

POLITICAL ENVIRONMENT:

We must abide by all the business rules and
regulations while doing advertisements,
labeling, pricing, environmental protection
etc. in order to sustain in Pakistani market.
Name of our product AXE (which means it cuts
bad odor from your body like an axe) is not
deceptive, misleading or designed to exploit or
offend the religious susceptible of people.

TECNOLOGICAL ENVIRONMENT:

AXE deodorant has introduced a revolutionized
technology of DRAG and CLICK instead of the
traditional CAP. This technology is child safe.

COMPETITOR’S ENVIRONMENT:

There exists several competitors of AXE: Rexona,
Old Spice, RGX body spray, DENIM and
ADDIDAS. Rexona and ADDIDAS Body Spray are
our major competitors. Rexona: a high profile
and diverse brand that targets both male and
female, ADDIDAS: this brand is strong competitor
of AXE and it targets the male section of AXE
target market. However, our less concerning
competitors are Old Spice, RGX body spray and
DENIM. Old Spice: initially they used to target
peoples who were 50 or above but now they
are trying to take the brand younger
, RGX body spray: they target only guys of 15-24, DENIM: it has large target market ranging from 22 year-olds to onwards.

COMPANY AND INDUSTRY BACKGROUND

CADRX

MISSION STATEMENT

“CADRX’S vision is to penetrate into customer’s values and believes and become a part of their life through sheer determination, continuous innovation, persistent hard work, team work and commitment to excel.”

COMPETITIVE ANALYSIS

4P’s

REXONA

PRODUCT

oRexona Crystal Clear Aqua 100g – Rexona Crystal contains no alcohol so it is gentle on the skin and doesn't sting, it gives you long lasting protection against wetness and odour.

oRexona Spray Forces For Men 150g - a specially formulated anti-perspirant with powerful wetness and odour protection
for as long as you need it.

o Rexona Essentials For Men Dry 150g - Men can sweat up to 50% more than women, so you need unbeatable protection.

oRexona Spray Confidence 150g - Rexona Confidence has a
unique pH balanced formula which works in harmony with
your body to provide ultra dryness all day long.

PRICE

Ranges from Rs. 125-150/=

PLACE

AGHA’S, NAHEED STORE, IMTIAZ SUPER STORE, TIME MEDICO, SHAZZ, D-MART, STOP-N-BUY.

PROMOTION

You never know when the hand of fate will
lead you to Mr. Right. Don't take chances
with body odor. Use Rexona daily. “It won't
let you down.”

ADDIDAS DEODORANT

PRODUCT

o Active Deodorant For Men 150ml Sport Fever

o Active Deodorant For Men 150ml Team Force

oADIDAS Basic - Deodorant Spray Team Force 150 ml

oADIDAS Basic - Deodorant Spray - Sport Field 150 ml

oAdidas Ice Dive Deodorant spray 150 ml

PRICE
Price is Rs. 140/=

PLACE

Agha’s, Naheed Store,...
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