Critically Analyze The Promotion Mix Strategies Adopted Marketing Essay

Axe premiered in France in 1983 by Unilever. It was influenced by another of Unilevers brands, Impulse. Unilever were eager to capitalize on Axe's French success and rolled it out in the rest of European countries from 1985 onwards, later launching the other products in the range. Unilever were not able to utilize the name Axe in the United Kingdom and Ireland credited to hallmark problems so that it was launched as Lynx. The Western european unveiling of the deodorant was accompanied by success in Latin America and average impact in Asia and Africa. In the new millennium, the brand has launched with great success in america and Canada. The company in addition has consolidated its deodorant collection by migrating other overlapping male deodorants into the Axe brand such as South Africa's Ego brand.

Opportunity in business is absolutely just about everywhere. A company hardly even known a little over ten years ago is currently a pioneer in its field. Axe deo squirt has generated a legacy and a lot of money on it's determination to eliminate the stink of other men's systems and they're proud of it. Which has been a starting place and since that time they've varied into a range of men's toiletries from fragrances to aftershaves. Axe has like many companies set its sights on India as well as for a sector that many aren't interested in, the competition from Indian brands has just begun and is on the path to becoming bigger.

Segmentation:-They create different portion for buying their product like special advertisement for female deodorant and special for guy. E. g. we may take the exemplory case of wild rock which concentrate on only male consumers. The segmentation was done at the age level with the gender level too. As the junior was targeted and it is mainly targeted the male segment as shown in the advertising of axe deodorant.

Brand positioning:-due to the they create a special image in the mind of customers what is specialty of the product and try to concentrate on this area of expertise.

Advertisement:-through advertisements they create a brand image in the mind of customers and also try to motivate the customers for buying it. E. g. axe deodorant advertisement creates a intimacy appeal in your brain of the customer especially they aim for the youth generation.

Place in retail store or any shop:-when any business launches product on the market major things do is layout of product in shop. Whenever we go for buy product in shop what product we see while you want to take product. Then we check quality of product if we fill it is good then we buy it with no hesitation. So put in place retail store play major role when choose the product.

Internet marketing:-as I've already reviewed that most of youth human population use internet for daily purposes or reading purposes. So internet marketing is best way to draw in the client.

Packing style and aerosol nozzle hint:-packing style performs an important role to attract consumer because a few of the customer attract with color and packaging style of the merchandise. If the container of deodorant is attractive then almost all of the customers get. Spray nozzle hint also very important. If it'll for three area most of the young technology attract because they need style and comfort.

Brand Name: Axe

Product Type or Explanation: Bathtub Gel

Category for this Entry: Beauty Aids

Campaign Subject: How Dirty Boys Get Clean

Agency: Bartle Bogle Hegarty LLC

Media Company: Mindshare

Client: Unilever Home & Personal Care

Marketing Challenge


In 2002, Unilever created the Axe selection of deodorant body sprays into the United States. The success of the start surpassed all objectives. Within two years, A Nielsen possessed identified that Axe acquired become the number one men deodorant brand in the united states. A position it still holds today. However, Axe's introduction in the marketplace changed a lot more than the talk about structure of the deodorant market. Competitive male grooming brands had taken notice of the new product form that Axe unveiled to the united states (deodorant body spray) and launched competitive (and in the case of TAG, Gillette's new body spray equivalent looking) products. Additionally competitors commenced to mirror the mental approach Axe possessed taken up to communicating. Before Axe, the category spoke very rationally to fellas, showcasing gloriously sweaty armpits and hi-tech answers to keep you sweating free. Axe differentiated itself by speaking psychologically, with no reference to product efficacy in virtually any communication. The promises of the 'Axe Impact' was amazingly simple. Spraying on this product will can help get females. Ladies simply love the smell from it. The Axe impact became part of the targets vernacular, and strong scent credentials were established for the brand.


In 2004, we were tasked with launching the new Axe range of shower gels. A range of scented liquid bathtub soaps, top quality by the same variant (or flavor names) as the range of existing body sprays. The Key marketing issues

1. At the time of kick off, the male shower gel market in america was in relative infancy. To achieve success, they would need to instigate a fundamental change in showering action. They needed to convince men to dispose of that trusty 'bar cleaning soap' that more than 90% of your target were utilizing (and were happy with) at that time.

2. Find a credible way to increase the brand to a new product form so immediately after the brand start. Remain true to the master brand objective of giving men the advantage in the mating game. They needed to find a credible role because of this new product in the lives of the prospective.

3. Make the the majority of the two times barreled recruitment opportunity: 1. Recruit existing users of Axe Body spray to extend their Axe repertoire into the bathtub 2. Recruit those who find themselves into the idea of the particular Axe brand is approximately, but don't like the notion of a deodorant body squirt.

4. Differentiate ourselves once more in a male grooming market that experienced become increasingly similar to them. Position Axe as a innovator in this category, despite not being first to market. Old Spice already had several body clean sku's during launch.

Campaign Objectives

Drive mass knowing of the new Axe shower gel range: Achieve a 63% Total Brand Recognition by Q4 2005 Achieve 3. 5% annual dollar talk about of the full total body wash portion in 2005. $35 Million us dollars in retail sales Build after the master-brand's key personality traits of cool, masculinity or more to date. Use the launch of bathtub gel to make on the identified elegance of the Axe brand, which was starting to be considered sophomoric by the a few of the older men that were using the brand for a couple of years, without alienating younger guys.

Target Audience

The Axe center goal is 11-24 calendar year old folks, who simply obsess about hooking up with women. The creative bulls-eye for this marketing campaign was 21 season olds. This displayed a move to an older group to target than the body spray (and brand) release work (up from 18). It's not until guys set off to go college or university, or enter in the work place that they learn to buy their own private wash products. Additionally, we were seeking to use the kick off of bathtub gel to boost the perceived style of the Axe brand in totality. Moving up this to a 21 year old would maybe steer the creative to a more intelligent, more superior modulation of voice.

This is a group of guys that contain an extremely low level of participation with personal wash products. They put little or no thought into what soap they use in the shower, and can use whatever is already there (what Mom bought) or whatever is cheapest or on discount sales at the supermarket. Chances are at the time they used a club cleaning soap (more than 90% of the mark audience used one at that time) which they sensed worked perfectly properly for them at that time with time.

Creative Strategy


Instinctively, they gravitated to leveraging their scent credentials and bring them into the shower. The fragrance message had worked well brilliantly for the body spray, proving to be a plausible, credible conduit to bringing in the gals. The bathtub gels got the same body aerosol fragrances infused within them, so we thought it wouldn't be an excessive amount of a jump for consumers to be convinced by messaging activated off a short of 'The Axe Result is now in the Bathtub'. How incorrect they were. Organization research put them in their place. First of all, guys simply did not believe a bathtub gel product could leave you with an extended lasting fragrance in the same way a body spray could.

Secondly, a scent driven 'AXE effect' message wouldn't normally reduce the concerns possessed guys got about the efficacy of a bathtub gel product. The pub cleaning soap that they currently used worked well well on their behalf, and kept them clean.

Lastly, we found out that there was an underlying notion of shower gels being truly a little feminine, just a little metro erotic. A fragrance concept only added to this perceptual hurdle. Guys needed to think that this bathtub gel product could well keep them as clean as their bar soap currently does Period. Clean. . . Axe can't discuss clean, we live a fragrance brand, and we don't speak about rational product truths. The challenge became to find an Axe-like way to discuss sanitation that was rooted in a motivating real truth. First thoughts of messaging around 'the clean guy gets the gal' looked preposterous. Girls don't like guys because they don't have filthy fingernails. We commissioned an ethnographic review to dig even deeper into our folks showering motivations and patterns. Here we learned about the bathtub to awaken, the shower to prepare for a particular date, the shower after sport, and most interestingly, the bathtub many of our guys take immediately after doing something they are not particularly pleased with. The company branded this the 'The filthy shower'. A shower you take once you've done something perhaps a little ahem 'filthy'. A technique was born. They might position AXE shower gel as a product that could offer you a spiritual as well as physical purification. 'Axe shower gel keeps filthy males looking squeaky clean' should work very well as a strategic platform. Not only would it turn the required 'clean' message men needed to listen to into something inspirational, it generates clear distance from the functionality of the body squirt. It reinforces the offer that the body spray works to attract women, and the shower gel can take away the filth you have observed because of this. This seemed to flatter existing body squirt users (by the brand acknowledging success with the girls) and make those who avoid the body squirt feel that they need to be seriously missing a trick. Finally, it provided the brand the freedom to communicate in a way that holds true to its DNA. Psychological, funny, masculine and rooted in dream. It would strengthen our men belief that Axe knows could wished the globe really worked

Media Strategy

DIRTY Multimedia- Media needed to ensure our 'filthy message' come to a mass audience, and continued to surprise and joy our guys, hitting them when they least expected it. A 'soiled advertising' strategy was devised to amplify their dusty messaging. They wanted to hit folks as best they could when these were either having 'grubby thoughts' or indeed doing 'dusty things'.

For media: Keeping it advertising including Baywatch, Blind Day, Laguna Beach, My Super Nice 16, Next, The Real World, and Aqua Teen Hunger Make. Movie positioning in American Pie 3 as well as the Hot Chick. Printing steered the creative to dirtier babe laden titles such as Playboy publication, FHM, Stuff and Maxim. Online, we bought banners in Activities Illustrated at the same time that their swim suit edition of the magazine was working and ran a distinctive put in in SI Swimsuit Issue.

Additionally, Axe dominated the time and place where men are dirtiest: Planting season rest. Axe effectively managed two of the largest spring break vacation spots for college fellas in the united states. Media purchased at spring rest included club posters, hotel shower curtains, hotel mirror clings, floor stickers in hotel lobbies, cups in bars, pub napkins, elevator wraps, beach posters and bus wraps.




Consumer Magazine

Point of Purchase

Out of Home

People Relations



Other Supporting Communications Programs

Sampling on university or college campus

Sampling handouts in cinema

Spring Break

Health Clubs

Retail marketing in-store events

Push strategy

A "drive" promotional strategy makes use of a company's sales force and trade campaign activities to make consumer demand for a product.

The producer encourages the merchandise to wholesalers, the wholesalers promote it to stores, and the retailers promote it to consumers.

Pull strategy

A "pull" offering strategy is the one which requires high spending on advertising and consumer campaign to develop consumer demand for something.

If the strategy is prosperous, consumers will ask their sellers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the manufacturers.

It was a yank strategy

So obviously by looking at the meanings of press and take strategies. I have come to the effect that it was a take strategy. Because company have spent big money on special offers and the demand has been created by special offers and a grand promotion strategies through T. V, printing multimedia etc. the strategy was a big reach and consumers asked their vendors for the merchandise, the suppliers asked the wholesalers, and the wholesalers asked the companies and the company knew that they have been successful in their strategy that was a pull strategy. The progressive add made the curiosity in the consumers plus they wanted to buy that product.

Critical Appraisal of the Promotional strategy of Axe

It was a very good promotional strategy as far as the American audience is considered it was matured enough to observe that kind of advertising where the boy who have been using the axe gel was kissing the lady in whole advertisement and it do fascinated the young consumer in the us. Now these kind of ad cannot be shown in India. Because Indian culture is an alternative culture than America. So this kind of promotional strategy could just have been successful in the us. Total Media Expenses was spend $10 to under $20 million. To be a results: Axe is the number one male bathtub brand in the U. s.

Achieved market 6. 7% by Sept 2005. That is close to increase the yearly concentrate on (with 3 months left in the year to visit). Come to Total Brand Knowing of 70% in Q2 and unaided awareness of 13% within 5 a few months of kick off. Among fellas who observed the Axe Bathtub Gel Wal-Mart Television creative, unaided brand recall for Axe Shower gel increased by 350%. Among this same group, top box purchase awareness increased by 240%. (Source Synovate research). The strategy resulted in creatively fertile work. The plan led to 4 finalist nominations at the Cannes international advertising celebration and earned 2 Bronze Lions (1 Television and 1 Print marketing campaign).

"The main element to this success, in my view, is all predicated on the true collaboration we have with BBH. This campaign has been the result of an iterative crafting process both of us, client and agency, have been fully engaged from day one. "

Carlos-Javier Gil Axe Brand Director

So after the success of this promotional strategy Carlos-Javier Gil Axe Brand Director said these words. So by the end we can say that it was an extremely nice strategy and also very successful one. Media needed to ensure our 'filthy message' reached a mass audience, and continuing to wonder and delight our guys, hitting them when they least expected it. So that it was a successful dirty mass media strategy also printing media and T. V advertising was mailing the same concept by different tools. So by the end it was a very successful promotional strategy.

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