Axe – Brand report
Date 16.12.2020 Size 341.73 Kb. #54866
AXE Brief University of Thammasat, Course MK331 AXe – Brand reporT History Axe or Lynx is a brand of male grooming product Group Unilever: Anglo-Dutch company of mass consumption goods Present in every continent (First launched in france in 1983) Backgrounds A growing market Thai deodorant market : Bt5 billions 2012: +7%. Roll-ons: +57% Current marketshare Leader: Nivea with 32% Unilever: 18% (Axe and Rexona) Better Way Opportunity Product penetration is low Customers more self-consciousness Climate in Thailand POSITIONNING Current positioning statement Aimed to all straight men from the ages 18 to 25 Cool, trendy personality, adventurous One step ahead in the dating games Suggest power Stylish Axe is the leader brand in the world grooming product Objectives and Key issue Keep and enhance brand awareness and capture new customers. Key issue How to implement unified brand concept and advertising campaigns to Thai culture to capture growing market. How to retain the experimental buyers group How to attract possible female consumers. How to build up image of Axe towards sexy and trendy in the eyes of Thai customers. CUSTOMER INSIGHT Young males want to seduce women Problem with skill, courage Fear of rejection Customers want to become sensual machine They see Axe as a product but not as a sexy brand WHAT DO WE WANT THEM TO THINK? True power of Axe Confidence in order to seduce women Choose brand among it’s competitors Brand loyalty ONE SENTENCE KEY MESSAGE “Women will fall over you” Product Benefit Fragranced deodorant roll-ons and body sprays. Axe also produces deodorant sticks, shower gels, aftershaves and Eau de Toilette, skin care , shampoo, hair styling. Axe-effect: attract women with no more effortts Brand fashionable and sexy KEY DIFFERENTATION Not just a deodorant Protection from sweat Story of the brand Axe Capturing love of the women Practical consideration Same message Execution: new and different Environment close to the consumer’s reality and needs in THAILAND. Multiple channels Timeline and Budget Between September 2014 and December 2014, peak activity at the end of the campagn Budget : $3 000 000 for television and internet (public channels, Facebook, Youtube) $800 000 for print advertisement (mostly magazines) THANK YOU FOR YOUR ATTENTION… Share with your friends:
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