Axe Cologne
Axe Cologne
By: Emily Kaminski, Tyler Melville,
David Lee Miller, Lazar Radicevic,
Jaclyn Schwarz, Matthew Tesch, Kyle Trelka
Table of Contents
Introduction 3
History 3
Objectives 4
Product 4
Price 5
Promotion 6
Placement 7
Target Audience 8
Budget 8
SWOT 9
Competition 9
Marketing Issues 10
References 11
Introduction
Our marketing team has taken on the challenge of creating an advertising campaign and promotion plan for the new brand extension of Axe Cologne from Unilever. We feel given the on-going success of the Axe brand launching this new product will be an exciting venture and we are eager to present our plans. We will begin with the history of the Axe brand and how the brand has expanded since its beginning. We will then go into the objectives we hope to accomplish with our plan, the four p’s of the marketing mix, target audience, and some issues we will face.
History
Axe was introduced in 1983 in France and is considered the most popular male grooming brand in the world. Axe is a product/brand of Unilever that was inspired by another Unilever product, Impulse. This is a women’s fragrance spray that promises to attract men. The Axe body spray (the original product) has throughout its life time has built a broad line extension. It has spread to many parts of the world such as Latin America, North America, Asia, and South Africa. It also leads the industry in the body spray market and has many other male grooming products as well. Some of these include: anti-perspirants, deodorant sticks, shower gels, and hair styling products. This brand has helped build Unilever’s revenue, for in 2010 Unilever’s revenue was roughly 60 billion dollars. And now we would like to introduce a new product, Axe cologne.
Objectives Our first main objective for introducing Axe Success cologne is to add to the product family by
By: Emily Kaminski, Tyler Melville,
David Lee Miller, Lazar Radicevic,
Jaclyn Schwarz, Matthew Tesch, Kyle Trelka
Table of Contents
Introduction 3
History 3
Objectives 4
Product 4
Price 5
Promotion 6
Placement 7
Target Audience 8
Budget 8
SWOT 9
Competition 9
Marketing Issues 10
References 11
Introduction
Our marketing team has taken on the challenge of creating an advertising campaign and promotion plan for the new brand extension of Axe Cologne from Unilever. We feel given the on-going success of the Axe brand launching this new product will be an exciting venture and we are eager to present our plans. We will begin with the history of the Axe brand and how the brand has expanded since its beginning. We will then go into the objectives we hope to accomplish with our plan, the four p’s of the marketing mix, target audience, and some issues we will face.
History
Axe was introduced in 1983 in France and is considered the most popular male grooming brand in the world. Axe is a product/brand of Unilever that was inspired by another Unilever product, Impulse. This is a women’s fragrance spray that promises to attract men. The Axe body spray (the original product) has throughout its life time has built a broad line extension. It has spread to many parts of the world such as Latin America, North America, Asia, and South Africa. It also leads the industry in the body spray market and has many other male grooming products as well. Some of these include: anti-perspirants, deodorant sticks, shower gels, and hair styling products. This brand has helped build Unilever’s revenue, for in 2010 Unilever’s revenue was roughly 60 billion dollars. And now we would like to introduce a new product, Axe cologne.
Objectives Our first main objective for introducing Axe Success cologne is to add to the product family by
References: Aaker, David A. "External and Customer Analysis." Strategic Market Management. 9th ed. New mmmmYork: Wiley, 1998. 29. Print. Argent, Gemma. "Main Ingredients in Cologne | EHow.com." EHow | How to Videos, Articles & mmmmMore - Discover the Expert in You. | EHow.com. Web. 16 Dec. 2011. mmmm<http://www.ehow.com/list_5788254_main-ingredients-cologne.html>. AXE. N.p., n.d. Web. 11 Dec. 2011. <http://www.theaxeeffect.com/>. "ESPN Corporate Information." ESPN Media Zone - a Resource for Media Professionals. 09 Dec. mmmm2011. Web. 12 Dec. 2011. <http://espnmediazone3.com/wpmu/>. Hoyer, Wayne D., and Deborah J. Maclnnis. "Knowledge and Understanding." Consumer mmmmBehavior. 5th ed. Mason: South-Western, 2010. 98+. Print. Muniz, Alex. "Match Your Cologne to Your Skin Type." AskMen - Men 's Online Magazine. Web. mmmm16 Dec. 2011. <http://www.askmen.com/fashion/fashiontip_200/245_fashion_advice.html>. Unilever Financials. N.p., n.d. Web. 11 Dec. 2011. mmmm<http://www.unilever.com/investorrelations/annual_reports/>.