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THE

EFFECT

S W O T Analysis

II. Current Market Situation

II. Current Marketing Situation

Executive Summary

B. Customer Situation

A. Product Situation

- Axe is multinational male grooming brand

- Launched in France in 1983 by Unilever

- Line of products:

>anti-perspirant and deodorant sticks

>shower gels

>hair products

AXE primarily targets males between the ages of 18-25, although there are slight variations among countries.

This slogan was used to start Axe’s globalization plan wherein they will extend the message and the product to ever young consumer in the world. Below are some of the results:

1. Visual modifications

- reformulation of the deodorant bottles to a more conservative

style and giving small modern touches to the shape and

contours of the logo.

2. “Consumer Connecting Concept.”

3. Global standardized promotions of every AXE product

“The AXE Effect” was used to convey the idea that any guy using AXE products could date women who would normally be out of his league

4. Always the Friend -

He always hits that glass ceiling

1. The Predator-

He takes advantage of drunk girls, and lies about his job and where he lives.

2. Natural Talent -

Athletic, smart, and confident. He doesn't need to lie to score

5. The Insecure Novice -

He has absolutely no clue what he's doing, and things get awkward fast

-- the geeks and nerds

3. Marriage Material -

Humble and respectful, he's the sort of guy you want to bring home to Mom and Dad

6. The Enthusiastic Novice -

He has absolutely no clue what he's doing, but he's outgoing and tries valiantly anyway

THE

EFFECT

II. Current Marketing Situation

II. Current Marketing Situation

D. Competitive Situation

C. Market Situation

and Market Size

AXE’s main competitors include:

- Old Spice,

- Dove Men’s Care,

- Gillette,

- Suave for Men,

- Irish Spring,

- Dial

All of these brands initially wanted to keep men smelling food and feeling fresh.

Primarily driving the demand for more diverse male grooming products are “millennials,” now usually the 25-plus age group.

59 % - boost their self-esteem

28% -concerned about dry skin and

visible signs of aging

37% -part of their regular grooming routine

Experts say that inorder to continue growing men's grooming at an accelerated pace, brands need to keep integrating new functional benefits and attributes into male-specific products

E. Industry Trends

Companies focused on male skincare have launched problem-specific products that address the concerns of the male demographic

II. Current Marketing Situation

F. Previous Performances Against Targets

USA

“[Axe] is a $2.5 billion global brand with relentless growth (retail sales rose 13.6% from 2010 to 2011).

LONDON

Unilever’s mission to double sales, solidifying its ascent against Procter & Gamble Co. It reported higher profits for 2012.

The Anglo-Dutch maker of Ben & Jerry's ice cream, Dove soap and Axe deodorant said revenue jumped 10.5% to €51.3 billion ($68.34 billion) in 2012.

Net profit increased 5.4% to €4.5 billion. Fourth-quarter sales rose 8.6% to €12.6 billion, beating expectations.

The Unilever product came to dominate the now $5 billion U.S. men’s body-spray market in 2007, only five years after entering it.

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