Who is axes target audience

They then developed 40 different Bumper Ads that corresponded to those areas of interest. The YouTube campaign setup linked socio demographic targeting with the key affinity topics that the team had identified. In this way, the content of each specific ad shown resonated precisely with the context of the viewer.

The Axe You team also took crucial steps to ensure maximum penetration and minimum waste. With Bumper Ads allowing a lower capping threshold, Xavier Berenger explains that granular implementation aimed to maximise reach.

We then lowered the OTS to optimise on total reach. To insure an even success for all different creatives — and not favour one above another — we created a specific campaign with dedicated budget for each creative. A combination of a strong preparation and follow-up from all sides ensured real success for this campaign. Axe positioned on beliefs and values. The purpose of AXE positioning is to impart their message to customers that if you used AXE products good smelling will attract women, giving you more confidence to get the girl you dream of.

The company convinces their customers that if they use AXE products they will have the same thing as the advertisements implied. Brand Development There are four choices to develop brand that consist of line extensions, brand extensions, multi-brands, and new brands.

Axe followed line extension way. New fragrances and new campaigns have played an important role in the success of the brand. Each year, Axe always offers new flavor, and adds new features to the products, such as 24 hours body odor protection.

Promotion Advertising : It is said that advertising is a mean of promotion which is utilized by Axe in order to approach with the target customers in Vietnam. It has a variety of expressed forms, such as TV commercials, print ads, boaring, outdoor , banner in Internet. Axe thoroughly takes use of it appearances in social media by 4 channels : Webpage of Unilever Vietnam, Facebook, Youtube, and Zingme.

In the first ad which was performed in Viet Nam , it mainly expressed a picture of normal man , who was wearing Axe Deodorant Body Spray, became extremely attractive to surrounding women.

These ladies seemed to become naughtier and want to run crazily after the man after smelling fragrance from him. However, according to opinions of experts, this kind of advertising which emphasized sex appeal would less be enjoyed by TV audiences because it not actually suitable with Vietnam culture. It brings to audience — product users- a feeling like the actual astronaut- strong and confident- to conquer all beauties.

Generally, in most advertisement, Axe all uses strong gender attraction content. Besides that is fashionable and modish designs of Axe products. However, Axe sometimes has a humanistic advertisement. Although it has not performed directly in Vietnam yet just was performed in the U. S market , its message is sent throughout the world, included Vietnam, through shared video clips on Internet.

Public Relations: Appeared in Vietnam in the beginning of the year , Axe used Public Relation tools to affirm its top position in deodorant market for men. Awareness of consumers constantly are reinforced by a humor and attractive story telling factor and a system of videos which was appeared commonly in mass media.

Like its promotion strategies in all countries in the world, Axe always knows how to nurse its new product by successfully launches. Information about products and campaign rises densely on newspaper, brochures, TV and other mass media.

Source : Brandsvietnam. However, it is not really highly updated. Sales Promotion : Axe linked with webpage Hotdeal. To match with its positioning, its always choose the product brands for men to link. Price: One of the reasons to create the body spray line is that it can take place of perfume because perfume is too expensive.

Axe sets up its price at This level of price is acceptable and affordable with its target customers : middle and higher income group. Compared with other deodorant in the same market segmentation, this level of price is quite competitive 20 20 4.

Place : Distribution: Nowadays, distribution model of Unilever is applied to every business men in Vietnam for developing the market. In , Unilever entry to Vietnam, they decided to create a market system and distribute to whole country, cover Launched in Vietnam in beginning of , until now, products of Axe are sold widely in market, we can find them everywhere: convenient shops, malls or supermarkets.

Therefore, customers is easier to find and buy this product. Truly, when we walk in supermarket, we can understand how strong strategies and coverage of Unilever in Vietnam market. Moreover, customers can find the product to purchase by these website: www. Logistics: 21 21 They use four main departments with thousands of employees set up with an organization chart for each one. They range from small managers, managing floor employees up to the top managers who in turn report to even higher managers until the information reaches the senior corporate officers who report directly to the board of directors.

The four departments and what they are responsible for are: Customer Service - Logistics: This department is responsible for "solving challenges such as on-shelf availability. Customer Service - Plan: This department is responsible for "demand planning which is using market knowledge to determine potential sales.

Using this data, supply planning ensures factories are able to meet these sales demands on time and in the most cost effective way possible" SC et al, Glimpsed from the vantage point of the MeToo era, Axe looks like a spasm of late patriarchy, but its legacy is complicated by the women who helped develop and champion it and the environment that teen boys fostered with it.

The scents smelled like what they had been told men should smell like: patchouli and sandalwood and musk; like Burt Reynolds in that famous Cosmo centerfold. That was the feeling of dousing your barren chest in two ounces of uncut manstank. If the sprays imparted that tiny bit of confidence, if they helped gangly tweens lurch their way toward adulthood, what was the harm? Axe was officially born in , in France, under personal care behemoth Unilever, which launched the line with three original scents: Amber, Musk, and Spice.

But the brand as we know it today was born 12 years later when the company handed advertising duties to hip London agency Bartle Bogle Hegarty in For trademark reasons, Axe is called Lynx in the UK and a few other countries.

The brand needed a facelift. It was irony. The brand was already gesturing, clumsily, toward seduction, but that only got you so far. Nobody believed a body spray could single-handedly seal the deal for its wearer. Leaning into the absurdity of that proposition let BBH deliver its message with a fat wink.

The women would be stunners. That was the joke: The starker the hotness differential, the more it beggared belief, the more clearly the ads would present as self-aware. I mean, the background to all this is they were very insecure. There are elaborate cocktails, freestanding pieces of art, finger foods. Axe promises not just to help boys get the girl, but to help them navigate a world that punishes inexperience.

Take as a given that teenage boys are deathly afraid of their perceived immaturity. Axe Deodorant is a product from the wide range of products sold by Axe. Axe is an international company that is concerned with selling male grooming products around the world. Founded in , the company is owned by Unilever.

Axe has been a famous brand because of the marketing strategy used by the company. All the techniques and strategies used to promote Axe Deodorant are effective and unique. The strategy employed by the company to win the heart of its target audience is amazing and convincing. All the employees working at Axe find out different ideas for selling the products.

The company uniquely promotes the Deodorant and makes the product widely available. Many customers put Axe Deodorant above other competitors. The company has kept in mind the quality of the product that makes it stand above other brands. This makes the product widely famous. Also, if the company is promoting the product widely they need to ensure that it is available in those areas.

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