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STP & 4P'S of Axe Deodorant
Transcript of STP & 4P'S of Axe Deodorant
Targets on Young at heart. Competitive advantage of this brand is its Complete monopoly over this brand propositioni.
In 2007, Axe renewed its product packaging and launched television and online campaigns.
Through its ads, it persuades youngster mind that using that deo will help to attrack the girls, but it is just that they presenting the ad using humor and made something that attracts people easily.
Its occasionaly found ads aired for Axe on T.V. Because of some thoughts differences from .
The company extensively uses the TV ads and conducting many Campaigns.
The biggest strength of this brand is the underlying message that the brand users are High on Confidence and always go for the Axe.
It also ensures that consumers are mostly engaged with new Fragrances. In 2014, Axe had a profile lunch of its new fragrance "Axe Peace".
Besides TV commercials the brand also uses internet media and sponsoring some events.
Its marketing strategy is always known as "Adventurous Marketing". Because its deals with girls and seduction.
It conducted a contest to win a trip to space. For that, you are doing a video using Kelly Brook. You are the astronaut that Kelly waits. You get a chance if your video is most viewed one.
The Axe deodorant contain in stylish bottle, its the primary container of the axe, there is no secondary package for the axe deo. The packaging of axe itself has created brand image for it.
4P's of Marketing
The product is the centre of the marketing mix and the other three P's are based around it. Consumers buy goods and services for a variety of individual reasons and the company must be aware of all of these when selling the product.
STP & 4P's of Axe Deodorant
: 16 to 28
: Middle &Upper Middle
: Students & Bachelors
Regular Quality Economic
Marketing mix is the combination of elements that company uses to market its product. There are four elements
romotion to target the market.
Components of Marketing Mix
Variety of AXE DEO's
Axe offers a wide range of fragrances and flavors in their deodorants. Some veriants of axe are : peace, harmony, anarchy, apollo, excite, dark temptation etc...
All the variants of axe deo's adre dermotologicaly tested and do not have any kind of side effects on the skin, it offers good fragrance which has long lasting effect.
The bottle of Axe deodorant looks more sturdy and its twisting on top which is better than older design. And with this design, people can memorize the brand name.
The axe deodorant contain in stylish bottle, its the primary container of the axe.
The packaging can be easily recognized. The packaging of axe itself has created brand for it.
The price of all variants of axe is same.
They just have different fragrances and flavours.
Price is around 500HUF for 150ml bottle.
Placing and availability of product plays significant role in determining the sales of product. Axe relies on location and distribution channels.
Promotions in shopping malls.
OTC (Over the counter) strategy - Medical Stores.
Model retail format.
Primary tool used by AXE.
All TV commercials, print ads and billboards tyr to attract people with humor
Engage customers and directly or indirectly raise awareness
Use of web relevant web sites, social networking sites
Various campaigns "Call me", "AXEfeather", "AXELand" for an increased customer engagements.
Central Theme of Campaigns:
Seduction where Girl makes the first move.
Brand assumed that Men like to be seduced.
"Getting the girl has never been easier , thanks to AXE effect."