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International Marketing Plan: Phenomenon

Launch of a Limited-Edition "World Cup" line for AXE Men's Care Products
by

Mary Katherine Weiss

on 3 April 2014

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Transcript of International Marketing Plan: Phenomenon

Introducing:
Our Product:
Culture
Economy
The 2014 FIFA World Cup
International football tournament held every 4 years and put on by FIFA (Fédération Internationale de Football Association)
32 qualifying countries compete in 64 total matches over a month-long period in the host country
Most widely viewed sporting event in the world, surpassing the Olympics
2014 is the 20th Anniversary for the tournament, last time Brazil hosted was 1950
Will take place June 12-July 13 in 2014, across 12 different cities in Brazil
3.3 million tickets are expected to be sold
Over 26 billion total viewers are projected throughout the tournament
Phenomenon
A Limited-Edition Line for AXE Men's Care, inspired by the 2014 FIFA World Cup
Brazilian Host Cities
Official Poster
Official Mascot: Fuleco the Armadillo
Official Slogan:
"All in One Rhythm"
Phenomenon
AXE's History
Started in 1983 in France, introduced to the US in 2002
Men's hygienic-care lines for deodorant, hair, body, and face
Targets 16-34 year old males
Relatively inexpensive prices ranging from $3 to $8
Brand is not just a grooming line, it's a
Lifestyle
Brazil
AXE Origin:
France, 1983
Is
Phenomenon
Innovative?
1. Relative Advantage: The AXE brand has established itself as distinctly superior to other competitor male hygiene brands. Phenomenon is even more exclusive and specific to Brazilian values.

2. Compatibility: Phenomenon's World Cup focus is highly compatible with Brazilian national pride and love of football.

3. Complexity: The brand extension will mirror other AXE fragrance lines, making it easy to diffuse into the market.

4. Trialability: Hygienic products are easy to make in trial sizes to distribute at stores and events.

5. Observability: It will be our job as marketers to demonstrate and establish how Phenomenon is ultimately the most superior product in the male hygienic market.
Geographic Setting
Education
Political System
Social Organizations
Trends and Recreation
President Dilma Rousseff

Competitive
Market

Population
Monetary
System
Emerging
Market
Labor
Force
Retail
Environment
Innovative Characteristics
Hygienic
Industry
Competitors
Phenomenon
Marketing
Plan
Marketing
Mix
SWOT
Analysis
Target
Market
Target Market for
Male
ages 16-48
heterosexual
active
stylish
congruent with AXE's overall target market as a global company
"The Brazilian Man"
Phenomenon
Strengths
Weaknesses
Threats
Opportunities
AXE already an established, recognizable brand
caters to consumers over a wide span of demographics and income levels; affordable
feeds into national pride; touches emotional aspect of the Brazilian culture
limited edition aspect creates a feeling of urgency and exclusivity
heterosexual male focus excludes the gay community and women
tradition of a chauvinistic, and sometimes misogynistic, message is off-putting to some
quick launch of the line does not allow for much time in the research and development stages of creating the fragrance
association with the FIFA World Cup elicits feelings of national pride
may create demand for similar exclusive lines in other countries or for other sporting events
attention brought to the Phenomenon line may capture consumers to buy more AXE products in general
rejection of AXE's "boy gets girls" message
small group of Brazilian national dissenters of the entire World Cup
difficulty differentiating itself from the influx of products that will be aiming for Brazil because of the World Cup
Phenomenon's
Marketing Mix
Place
Promotion
Price
Product
$3.00-$8.00 in the USD

6.50R$-17R$ in BRL

keep consistent pricing with the current AXE products in Brazil
new fragrance line named "Phenomenon"

Deodorants- stick and spray

Body- shower gel

Hair- shampoo+conditioner 2-in-1
import from Unilever's state-of-the-art deodorant factory in Jiutepec, Mexico

target the 12 Brazilian cities hosting games

launch line September 7, 2013 (Brazilian Independence Day), discontinue July 31, 2014

supermarkets- ex. Companhia Brasileira de Distribuição (Brazil), Carrefour (France), Walmart (USA)

drugstores- ex. Drogarias DPSP, RaiaDrogasil

e-commerce
spokesmen Ronaldo and Neymar

slogans- "The Brazilian Always Wins" and "When the match ends, your game begins."

hire top, innovative Brazilian ad agency to create campaign

mediums to use- print, television, internet/social media

free samples distributed at football events for one month after launch

use distinctive Phenomenon logo on various promotional items- ex. footballs, t-shirts
Ronaldo
Neymar
Full transcript