Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Executive Summary
Axe will be repositioning its Axe deodorant from its current target market of 15-25 young men,
to 40 to 65 year old men. This will be done by moving away from the currently used sexual
attraction based brand image, and shifting towards a message that promotes male innerconfidence. Axe has been granted a 12 million dollar budget for this communications campaign
to change the perceived brand image in the Canadian market.
To achieve this shift is brand positioning, Axe will be utilizing an advertising campaign that
involves television and radio commercials, newspaper and magazine advertisements, as well as
out of home and unique public advertising. The adverting campaign will be set into two 3 month
phases, phase 1 beginning circulation in June 2013, and phase 2 beginning circulation in October
2013. Phase 1 will focus on building up interest and intrigue on the new image of the Axe brand,
while phase 2 will actually show comparisons between Axe users and non-Axe users.
A promotions campaign will also be conducted across the Canadian market, in their five major
cities which are Vancouver, Calgary, Toronto, Ottawa, and Montreal. These areas will have
promotional 2 man teams touring grocery and super stores, engaging consumers who fit the
target market, giving out samples, and conducting market research. This promotional campaign
will occur during Phase 1 of the advertising campaign.
A public relations campaign will also take place in both phase 1 and phase 2. In phase 1, Axe
will host a public speaking conference, known as the Confidence Conference, which will be
hosted in four of the major cities, with guest speakers and seminars. In Phase 2, Axe will conduct
a charity for homeless shelters and families in need. This will be known as the You and Axe
Give Back! charity drive, where Axe will donate an Axe product to these groups for every Axe
product purchased by a consumer. The overall message will be that everyone deserves to feel
clean and confident, so Axe is going to help with that.
This overall repositioning by Axe aims to unify a companywide shift into a new target market,
and also redefine Axes brand image. The advertising, promotional, and public relations
campaign all hope to acquire the attention, desire, purchases, and overall loyalty of men aged 40
to 65.
Consumer Characteristics
Buying Situations
DEMOGRAPHIC
BENEFITS SOUGHT
PSYCHOGRAPHIC
Culture: Mainstream North American Culture
b) Proposed Positioning
-
Axe deodorant is positioned as a strong, long lasting, fresh deodorant that breeds
inner confidence to conquer outer situations, for the everyday man.
To be the deodorant of choice within 65% of the evoked set of target audience by
the third quarter of 2014.
To generate brand loyalty within 60% of the target audience by third quarter of
2014.
that will be able to deliver product benefits in a way that relates to the
target audience.
ii. A consumer driven promotion will be created based on consumer
testimonials about how they applied their new found confidence to their
everyday life. The tagline of the promotion will be what have you
conquered with your new found confidence the NEW Axe effect. This
promotion will allow the target market to relate to the new axe effect
brand and make this the brand of choice as well as increase brand loyalty.
There will be select winners that will be entered in a draw for many
different adventurous prizes, which include: sky diving, bungee jumping, a
day on the sports track, as well as a cash grand prize and a chance to
appear in a commercial.