Axe Marketing Plan

AXE Marketing Plan

Forrás: http://www.slideshare.net/anafts/plan-marketing-axe

TABLE OF CONTENTS

SECTION 1: INTRODUCTION ……………………………………………..1
1.1. History of the brand ……………………………………………………..1
1.2. Internal presence…………………………………………………………2
1.3. Sustaining growth………………………………………………………..3
1.4. Axe / Lynx product extension……………………………………………3

SECTION 2: SWOT ANALYSIS…………………………………………….5
2.1. Strengths………………………………………………………………….5
2.2. Weaknesses……………………………………………………………….5
2.3. Opportunities……………………………………………………………..5
2.4. Threats……………………………………………………………………5

SECTION 3: OBJECTIVES…………………………………………………..6

SECTION 4: STRATEGY……………………………………………………8
4.1. Creative strategy………………………………………………………….9

SECTION 5: MARKETING SITUATION………………………………….10

SECTION 6: TARGET CUSTOMER PROFILE……………………………11

SECTION 5: COMPETITORS………………………………………………13

SECTION 4: THE LIFE-CYCLE OF THE PRODUCT…………………….15

SECTION 5: MARKETING MIX…………………………………………...18
5.1. Product…………………………………………………………………..18
5.2. Promotion………………………………………………………………..19
5.3. Price……………………………………………………………………..24
5.4. Place……………………………………………………………………..25

SECTION 6: CONCLUSION………………………………………………..26
6.1. Criticisms………………………………………………………………..26

Axe, or Lynx is a brand of male grooming products, owned by Anglo-Dutch company Unilever who manufacture a range of products in the health & beauty, household cleaning, food and ice cream categories.
Axe's lead product is a deodorant body spray. The brand also includes deodorant sticks, roll-ons, anti-perspirants, aftershaves and shower gels. In most of the world the brand is named Axe; in Australia, New Zealand, Ireland, and the United Kingdom it is named Lynx due to conflicts regarding the trademark. HISTORY OF THE BRAND
Axe/Lynx was launched in France in 1983 by Unilever, a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning