Within seconds, an average looking young man is becoming an object of women’s sexual desire – luscious one, having voracious appetite for pure chocolate.
The deodorant he uses is believed to make this mental picture practicable which the commercial creates.
Which man has never dreamed of simply being irresistible and sweeping the ladies off their feet just by using a special deodorant?
That is the idea of “The AXE Effect” which implies that every last man could be the object of women’s desire by using this antiperspirant.
Considering all this you can divine that there must be a convincing marketing concept behind it. And that’s why we decided to follow up with this special brand.
AXE (or LYNX) is a brand of male grooming products, corresponding to the Anglo-Dutch cooperation “Unilever”. It is marketed towards young males aged between 12 and 29. The AXE brand found its way into market in France in 1983 and was introduced to Germany just a few years later in 1985. Launched as a stand-alone brand AXE originally existed in three fragrances: Amber, Spice and Musk. Because of the distinctive black and silver cans it quickly became associated with masculinity.
Having immediate success with the body spray line, AXE decided to launch a new branch with antiperspirant and deodorant sticks in 2004. Then they expanded their array of products shower gels in 2005. And since 2009 there’ve been a line of hair care products for men. Today, AXE is world-wide available in 56 markets.
In the following report we will give a clear picture of the AXE’ global marketing plan, we’ll also try to provide guidance for the implementation of the strategies taken by the company and for extending present potential. To do this we will examine the marketing strategies; a SWOT analysis and the Product Life Cycle will be carried out. Moreover we’ll draw a comparison to another European market.
1. Global Presence
References: http://www.unileverusa.com/brands/personalcarebrands/AXE/?WT.LHNAV=AXE%C2%AE (Online 01.11.2010) TV Commercials Comparison