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STP & 4P'S of Axe Deodorant

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by

ugur sakarya

on 12 May 2014

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Transcript of STP & 4P'S of Axe Deodorant

The End
TARGETING
Concentrate on
single-segment
(male 16-28).

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 .
POSITIONING
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
Product
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
Geographic

Semi-Urban
Urban
Demographic
Age Group
: 16 to 28
Gender
: Male
Income Group
: Middle &Upper Middle
Occupations
: Students & Bachelors
Psychographic
Lifestyle
Personality
Outdoor-oriented
Fashion-oriented
trendy
Behavioral
Occasions
Benefits
Regular Quality Economic
User Status
Usage Rate
Regular User
Medium
SEGMENTATION
Marketing mix is the combination of elements that company uses to market its product. There are four elements
P
roducts,
P
rice,
P
lace and
P
romotion to target the market.
Components of Marketing Mix

Product
Price
Place
Promotion
Product
Veriety
Quality
Design
Features
Brand Name
Packaging
Services
Price
List Price
Discount
Allowances
Payment Period
Credit Terms
Promotion
Advertising
Personal Selling
Sales Promotion
Public Relations
Place
Channels
Coverage
Assortment
Location
Inventory
Logistics
Target
Costumer
Intended
Positioning
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...
QUALITY
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.
DESIGN
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.
PACKAGING
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.
PRICE
The price of all variants of axe is same.

They just have different fragrances and flavours.

Price is around 500HUF for 150ml bottle.
PLACE
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.

Physical distribution.

Model retail format.
PROMOTION
Advertising;
Primary tool used by AXE.
All TV commercials, print ads and billboards tyr to attract people with humor

Interactive Marketing;
Engage customers and directly or indirectly raise awareness
theaxeeffect.com
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.

Publicity
"Getting the girl has never been easier , thanks to AXE effect."
Full transcript