Axe VS. Old Spice

Axe VS. Old Spice

BackGround of Old Spice

Smell Like a Man, Man.

New Advertisement

What does this Mean?

Advertising Our Event

Founded

Success

Male Product

Strengths

1. Known for their innovative advertising ideas.

2. Able to capture customers attention and keep it

3. Variety

4. Control Market Leadership

5. Fragrance

6. Always Available

Axe Website

Radio competition

“6 pack with Axe”

• High school Students boys and girls
• Different Fun events and obstacles
• Fetch the Frisbee
• Sponge Race
• Wall climb …etc
• Different high schools across the US.
• Winner will receive a basket full of Axe products

The competitors will receive a shirt with Axe logo on it, along with a bullet size axe body Spray

Weaknesses

Swot Analysis

1. Contentious Advertisements

2. Expensive

3. Appeal in sexual Manner

4. Concrete Target

5. Packaging still obtain old design

Threats

1. Companies with lesser prices

2. Demean woman

3. Wholly focusing on sex

Important Threats

Opportunities

1. Create new products

2. Tie into a chain of companies

(school sports teams..etc)

3. Expanding threw social media

4. Expanding internationally

Strong Strength

Product History

Competition

Generic versions of the

product

Other competitors

Wholly focusing on sex

Commercials

Ads

Variety

New Scents

Drop scent

Availabilty

Stores

Stocked

Availability

Year Product Availabilty

2010 Music Star Current

2010 Cool Metal Current

2011 Provocation Current

2012 Attract Current

2012 Young Discontinued

2012 Mature Discontinued

2012 Excite Current

2012 Axe Anarchy for her Current

2013 Apollo Current

2013 Deep Space Discontinued

2013 Black Chill Current

2013 Peace Current

2013 Harmony Current

Main Competition

Old spice

Tag

Unethical Advertisment

The reverse Axe Effect

The Axe effect

What is it?

How does it work?

Science

Background

Vaibhav Bedi

Sues company

Statement by Bedi

"The company cheated me because in its

advertisements, it says women will be

attracted to you if you use Axe.”

"I used it for seven years but no girl came

to me.”

Axe declined to Comment

Swat Analysis

BackGround

Founded

Success

Male Product

Advertising Our Event

Axe Website

Radio competition

Main Competition

Old spice

Tag

Strong Strenghts

Important

threats

TV ads attract all Audience

Entertaining and funny Ads

Competition

Generic versions of the

product

Other competitors

Wholly focusing on sex

Commercials

Ads

main Weaknesses

Advertising strategy

Offensive

Concrete Target

Young urban men

Strong Strength

Smell Like a Man, Man.

Variety

New Scents

Drop scent

Availabilty

Stores

Stocked

What does this Means?

Unethical Advertisment

Budget

143,750

The reverse Axe Effect

New Advertisement

Vaibhav Bedi

Sues company

Statement by Bedi

"The company cheated me because in its advertisements, it says women will be attracted to you if you use Axe.”

"I used it for seven years but no girl came to me.”

Axe declined to Comment

“6 pack with Axe”

High school Students boys and girls

Different Fun events and obstacles

Fetch the Frisbee

Sponge Race

Wall climb …etc

Different high schools

Across the US.

Winner will receive a

Basket full of Axe products

The competitors will receive

A shirt with Axe logo on it,

Along with a bullet size axe

Body Spray

Background

Availability

Founded

What Idea

Success in France

Success in other Countries

Womans product

Important Opportunities

Advertising

See axe in another light

Not offending anyone but embracing all

Expanding threw a chain

More exposure this way

Will have another way of getting

their product to consumers

Product History

Year Product Availabilty

2010 Music Star Current

2010 Cool Metal Current

2011 Provocation Current

2012 Attract Current

2012 Young Discontinued

Mature Discontinued

2012 Excite Current

2012 Axe Anarchy for her Current

2013 Apollo Current

2013 Deep Space Discontinued

2013 Black Chill Current

2013 Peace Current

2013 Harmony Current

The Axe effect

What is it?

How does it work?

Science

Axe

Vs. Old

Spice

Naomi Gettleman

Jerry Jones

Founded

What Idea

Success in France

Success in other Countries

Womans product

Swat Analysis

BackGround

Founded

Success

Male Product

Advertising Our Event

Axe Website

Radio competition

Main Competition

Old spice

Tag

Strong Strenghts

Important

threats

TV ads attract all Audience

Entertaining and funny Ads

Competition

Generic versions of the

product

Other competitors

Wholly focusing on sex

Commercials

Ads

main Weaknesses

Advertising strategy

Offensive

Concrete Target

Young urban men

Strong Strength

Smell Like a Man, Man.

Variety

New Scents

Drop scent

Availabilty

Stores

Stocked

What does this Means?

Unethical Advertisment

Budget

143,750

The reverse Axe Effect

New Advertisement

Vaibhav Bedi

Sues company

Statement by Bedi

"The company cheated me because in its advertisements, it says women will be attracted to you if you use Axe.”

"I used it for seven years but no girl came to me.”

Axe declined to Comment

“6 pack with Axe”

High school Students boys and girls

Different Fun events and obstacles

Fetch the Frisbee

Sponge Race

Wall climb …etc

Different high schools

Across the US.

Winner will receive a

Basket full of Axe products

The competitors will receive

A shirt with Axe logo on it,

Along with a bullet size axe

Body Spray

Background

Availability

Founded

What Idea

Success in France

Success in other Countries

Womans product

Important Opportunities

Advertising

See axe in another light

Not offending anyone but embracing all

Expanding threw a chain

More exposure this way

Will have another way of getting

their product to consumers

Product History

Year Product Availabilty

2010 Music Star Current

2010 Cool Metal Current

2011 Provocation Current

2012 Attract Current

2012 Young Discontinued

Mature Discontinued

2012 Excite Current

2012 Axe Anarchy for her Current

2013 Apollo Current

2013 Deep Space Discontinued

2013 Black Chill Current

2013 Peace Current

2013 Harmony Current

The Axe effect

What is it?

How does it work?

Science

Axe

Vs. Old

Spice

Naomi Gettleman

Jerry Jones

Strong Strength

Variety

New Scents

Drop scent

Availabilty

Stores

Stocked

143,750

Budget

Strong Strenghts

Main Weakness

• TV ads attract all Audience
• Entertaining and funny Ads

• Only known in urban Market
• High prices reduce target Market

Important Opportunities

• Coming up with our own scent
• Link up with hotel and gym to expand product

Important Threats

• Competition
• Increase in product use

Main Weaknesses

Advertising strategy

Offensive

Concrete Target

Young urban men

New Advertisement

Annual Old Spice Walk

Budget

Unethical advertisment

Swot Analysis

• Prize Give-aways
• Entertainment
• A walk through NYC

"Annual Old Spice Walk"

Important Opportunities

Strengths

• TV Ads attracts audience from all over
• Good balance with celebrities influencers & social media sites
• Ads are charming, entertaining and funny

Advertising

See axe in another light

Not offending anyone but embracing all

Expanding threw a chain

More exposure this way

Will have another way of getting

their product to consumers

Threats

Weaknesses

• Competition
• Higher use in production to beat competition could raise problems

• Neglect older wiser audience
• Only target audience is for older men

Opportunities

• Get product attention to an younger audience
• Take advantage of youth sporting events