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Men's Body Wash

Marketing 409
by

Michael Mehlhaff

on 4 December 2012

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Transcript of Men's Body Wash

Men's Body Wash MKTG 409 Consumer Behavior
Janet Cha
Jacquelyn Kenny
Gabriela Manriquez
Michael Mehlhaff Size of Market The United States personal hygiene market grew by 1.3% in 2010 to reach a volume of 2,750.6 liters

Unilever is the leading player in the United States personal hygiene market, generating a 25.4% share of the market's value

The United States bath & shower products market grew by 4.4% in 2010 to reach a volume of 569 million units

Shower products is the largest segment of the bath & shower products market in the United States, accounting for 50.8% of the market's total value Calvin Klein for Men (1) - $19.99
Lacoste for Men (1) - $17.99
Neutrogena (2) - $9.99~10.99
Aveeno (3) - $8.49
Dove (16) - $7.29~10.99
Olay (4) - $6.49~7.29
Clean & Clear (2) - $5.99
Caress - $5.99
Axe - $5.49~9.99
Dial for men (9) - $5.29~6.99
Irish Spring (7) - $4.49~5.49
Gillette - $3.89~4.49
Old Spice - $3.79~14.99
Nivea for Men (9) - $3.59~6.49
St. Ives (6) - $3.49
Suave - $2.00~3.49 Brands & Pricing Distribution Grocery Stores
Super Stores
Drug Stores

Examples: Body wash is primarily sold at the following locations: Promotion Traditional Media Non-Traditional Media Commercials
Print Ads Social Media
Interactive Media
Viral Marketing
Video Media
Online Advertising
Product Placement
Branded Websites
Event Marketing/Sponsorship Old Spice vs. AXE Old Spice Axe Procter & Gamble purchased Old Spice brand from Shulton Company in 1990

Procter & Gamble mission statement:
We provide branded products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.

Old Spice offers many male grooming products including deodorants, antiperspirants, body washes, and body sprays

Old Spice targets “the sweet spot” (ages 18-24) - the teens who aspire a little older and adults who aspire a little younger Old Spice Cont. Traditionally marketed with a colonial theme; The Colonial ships have become valuable trademark for Old Spice

Position: Body Wash offers technologies that provide odor and wetness protection while keeping men smelling great

Previously had stereotype of "older" brand for dads and grand-dads

Old Spice's Mission:
Provide men with a sense of masculinity at a sensible price
Help them achieve social esteem needs (confidence) Axe is owned by Unilever, launched in France in 1983

Unilever is a British/Dutch Company and the world's third-largest consumer goods company

Axe is also known as Lynx (in Ireland, the United Kingdom and Australia)

Mission statement:
Our corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact."

Axe also targets teenage males 18-24 years old. Sometimes even younger kids if they are aware of their body image. Axe Cont. Traditionally marketed with a sex appeal theme to its advertisements titled the Axe Effect, helping men to attract women

Position: Axe's Body Wash is called Shower Gel and focused on getting young men clean and smelling good

Axe's ad campaigns have a very strict target audience in mind

Axe's Statement:
You’re more desirable if you use our product, and if you do, you won't be able to keep girls off you The Marketing Campaigns Axe Old Spice "The Man Your Man Could Smell Like" "How Dirty Boys Get Clean" Agency: Bartle Bogle Hegarty LLC
Media Agency: Mindshare Primary Agency: Wieden+Kennedy
Contributing Agencies: Paine PR, Landor Old Spice By 2009 the competition had become so fierce that Old Spice’s share in the male body wash segment was starting to slip
Old Spice desired to generate excitement with people who weren't currently Old Spice customers: the younger demographic and women
Since many of the new entrants into the category lacked masculine credibility, Old Spice could be a champion of “manly-scented” shower products
The most important insight had to do with targeting: P&G’s own research had uncovered a startling statistic: 60% of men’s body washes were actually purchased by women. The Key Difference Axe Old Spice Using key male figures to appeal to a broad customer base Using sex appeal of women to target a young male demographic Psychological
and Sociological Appeals Old Spice Neo-Freudian Personality Theory-Social Relationships are fundamental to personality development
Ideal man makes others feel inferior
Maslow's Hierarchy of Needs
Ego Needs: Old Spice gives men pride and self esteem-make them wanted by women
Self-Actualization: Ad portrays a man others strive to become and reach their full potential
Ideal Social Self-Image: Old Spice consumers want women to view them as the perfect man-manly, confident, yet sensitive and sexy. Axe Freudian Theory: Unconscious needs drive our motivation
ID: "Warehouse" of primitive drives
Campaign focuses on using cognitive arousal to tap into the man's desire for sex
Trait Theory: OSL-Optimum Stimulation Level
Guys are stimulated by the risk they face of being overtly sexual in public places
Social Self-Image: AXE consumers see themselves as ultimate "ladies man," one that is cocky and confident How it Started To start building buzz with Old Spice’s fans, “The Man Your Man Could Smell Like” first appeared on YouTube and Facebook a few days before the 2010 Super Bowl

It featured Isaiah Mustafa and later Fabio

It was an interactive campaign aimed at a dual market, trying to initiate conversation between men and women Old Spice Ad Response Campaign Over 186 personalized messages recorded to Old Spice Fans
Capitalized on Social Media's growing popularity and inbound marketing techniques Print Ad Example This ad appeals to visualizers and sensation seekers Axe Axe wanted to develop its success in deodorant spray into a product that boys took into the shower with them
Target: 18+ Males who "obsess" over hooking up with girls. Wanted to attract a slightly older demographic as deodorant sprays were becoming too "middle school." The launch of shower gel was aimed to build on the sophistication of the Axe brand
"Dirty" Campaign: Uses subliminal messaging
Concept: ‘The filthy shower’. A shower you take after you have done something perhaps a little ‘dirty’
This ad campaign also strongly focused on Spring Break: a time when guys are the dirtiest Axe Ads Print Ad Example Appeals strongly to visualizers (and probably only men) and uses sex appeal trying to create a physiological response Cultural Effects And the Winner is... Exposure, Persuasion, Sales On day 1 the campaign received almost 6 million views (more than Obama’s victory speech)
On day 2 Old Spice had 8 of the 11 most popular videos online
After the first week old spice had over 40 million views
The old spice twitter following increased 2700%
Facebook fan interaction was up 800%
Oldspice.com website traffic was up 300%
The campaign increased sales by 27% over 6 months (year on year)
In 3 months following the campaign sales were up 55%
Sales increased 107% overall Old Spice Exposure, Persuasion, Sales Axe Old Spice! Reasoning Videos were short, easy to share, easily found (many marketing channels), responsive, and made the brand approachable and fun
They incorporated women and appealed to a dual audience (remember 60% figure)
Old Spice campaign went viral and had extremely positive word of mouth
Key to the effort was the response to Kevin Rose, the founder of social network Digg.com Rose tweeted the Old Spice Man about his own illness that day engaging millions of users Achieved 6.7% market increase
Retail sales estimated to double their yearly target
Reached Total Branded Awareness by 70%
Improved scores in category statements about brand including "Cool, sophisticated, clever, sexy, intelligent
Unaided brand recall for AXE shower gel increased 350% Recommendations AXE bases its campaign off of a man's physiological needs and desires for sex
Their campaigns feature sexy women
But the ads have been seen as offensive to women or different cultures as it is clear AXE is targeting one very narrow audience
As we looked through, many of the comments in response to their YouTube videos were negative
We believe that they are on to something good with their brand new ad campaign featuring "Susan Glenn"
This commercial isn't as cliché and sexual
Instead, it displays the vulnerability and weakness of a young man in love/lust using Keifer Sutherland
This campaign also broadens the target market to older males-All males can relate to the campaign as they all have their own "Susan Glenn." Axe Youthfulness is all about looking and acting young and creates a sense of urgency about retaining one’s youth
Axe is known to be a brand that targets men with a wild spirit
Ads lure target audience, 18-to-24-year-old men, to the idea of grooming
The new Susan Glenn advertising campaign provides a motivational plea to young men to have no fear
Encourages young men to be bold or they’ll regret it Results Old Spice American Core Value of Fitness & Health American Core Value of Youthfulness Fitness and health are becoming lifestyle choices for many American consumers
Old Spice emphasizes in ads that their products offer great odor-blocking power
Uses celebrity athletes to endorse the products
Muscular NFL players, Isaiah Mustafa & Terry Crew
Appeals to athletic customers who need long hours of odor protection
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