Analyse de la marque Axe (document en anglais)

1. Situation Analysis

2. Marketing & Communication objectives

3. Promotional Budget

4. IMC Program

5. Media

6. Summary

Situation Analysis

In present the main player in man deodorant market is Uniliver with its brand Axe which is the market leader not only in Europe but also globally making up 7.4% of global deodorant sales. It was first launched in 1983 in French market and so far has attracted a wide range of consumers while its marketing campaigns are concentrating mostly on young man 16 - 30.

However, Unilever has another brand Rexona which somewhat less known comparing to Axe. Its target market is less specific and it can range from 20 – 50 year old men. So far Rexona offers a range of products to the French market:

- Rexona Men Quantum, “the deodorant which prepares for the future “

- Rexona Men Cobalt, “for an optimal result “

- Rexona Men Invisible, for those who want to avoid white marks on clothes

- Rexona Men Power, deodorant which will protect from transpiration in any situation

After a research, the company decided to enter the market with two applicators (atomizer spray, the roll-on and stick). These products cover different price ranges in the market. The company spent substantial amounts of its budget on R&D in selecting the types of deodorant’s scent, the product design, and mode of application in order to attract its consumer.

Although Rexona’s design and the actual product are appealing it fails to attract new consumers and gain bigger market share. This is due the fact that Rexona has not specified its target audience and at the moment it is targeting too many costumer groups. We identify this as the main brand’s problem. Therefore we suggest that the brand should be repositioned and target working man from 30 to 45 who have active lifestyle. Axe is mostly covering the market of young man and so does a number of other brands like Adidas and Nivea for men but the main competitor in the target market of 30 – 45 year olds would be Old Spice and Gillette for men. From the last two Gillette is the most successful and so far has been developing campaigns using Sports celebrities.

Rexona’s campaigns so far have been similar to those of Axe by attracting the attention of young man rather than the older generation.

Here are some links to the ads Rexona has had in recent years

• http://www.youtube.com/watch?v=L1XH9uCIbcE&feature=PlayList&p=CDB4847BE1D289A8&playnext=1&playnext_from=PL&index=38

• http://www.youtube.com/watch?v=oJnZzRS2TY8

The other campaign with Ronaldihno is a very similar idea to already know ads of a variety of products from Gillette which uses famous sportists for its campaigns.

The main objective of our marketing campaign is to reposition Rexona as the product for 30 to 45 year old working man who are leading active lifestyles and make it the leader in its target market by increasing the market share. This target market can be considered as a more stable consumer group in the sense that these consumers have developed careers and might already have families. This is why the main slogan of our campaign will be – Rexona for Success.

Behavioral Sequence Model for the Target audience of 30 – 45 year old Men

Data

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