2. AXE’s lack of understanding of present ideals of masculinity and attraction may have been a significant factor in stagnant sales growth across all its products. The fact that Unilever’s consumer insights team conducted the market segment study in the early 2000s and AXE still uses the data from that study to predict its target market and consumer needs, conveys the notion that AXE has not been putting forth enough efforts to understand the changing consumer perceptions and more importantly how AXE’s positioning does not match with the needs and perceptions of its intended target market. Likewise, the results obtained from the surveys as requested by Maria Jacobs confirm the changing consumer perceptions of the AXE brand and prove that …show more content…
Given the activities of its competitors and similarities in product offering and brand identity, it may be difficult for AXE to differentiate itself and attempt to capture market share in an age group considered to be fiercely competitive. Old Spice being the brand most closely positioned to AXE poses a significant threat for AXE’s future endeavours and efforts in trying to reposition its brand and capture market share. The male age range between 20-30 has already been identified as a ‘fiercely competitive market’. Moreover, the fact that Old Spice’s past marketing efforts have been very successful (i.e. “Smell Like a Man”) could possibly make it difficult for AXE’s potential campaign to establish brand presence/awareness and for AXE to ultimately be able to differentiate itself from Old Spice.
4. Projected market growth and AXE’s unique combination of tangible and intangible resources could prove to be valuable assets in successfully redefining the
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Criteria The decision criteria as displayed in Appendix C, has been implemented in order to evaluate the alternatives for AXE. It is based on factors that align with AXE’s individual goals with regards to brand repositioning, alignment with the potential product that AXE’s intended target market is seeking, external factors that could affect the implementation of the alternative as well as internal factors that would contribute towards the successful redefining of the AXE brand. Each criterion is weighted on a scale of one to five, with 5 meaning “strongly agree” , and one meaning “strongly disagree”. Each criterion would be individually rated between one and five and then multiplied with their respective weightings to get an accurate understanding of the overall potential of each
Though Old Spice targets and appeals to females, they do sell men’s hygiene products, thus, also attracting males and running an ad campaign that males can enjoy. The constant lack of shirts is just enough sexual appeal to catch the audiences’ attention, without driving them away. The caricature of the perfect man, easily enacting a variety of roles, is entertaining for females and males. Additionally, the commercial uses quick transitions and repetition to keep the audiences’ attention and to reinforce the association of Old Spice with the ideal man. Old Spice sells their image as representing the perfect man, and hey if you can’t be him, well you can at least smell like him.
In this case, it seemed that these non-target consumers had no effect on the brand’s intended target market. So in response, Timberland kept its advertising focused on the brand’s traditional target, while urban consumers continued to buy Timberland products. The brand continued to grow, achieving global sales of over $1 billion by 2007 (Fitch 2009). The adoption of a brand by a non-target market does not always have such positive results. Since the 1990s, luxury brand Burberry has been dealing with its association with “chavs,” in Great Britain.
The advertisement being analyzed is an Old Spice commercial that was played on TV stations in the year 2010. The ad is designed appropriately for the advancement of the use of Old Spice body wash by men. It is a question ad that acknowledges the need for men not only to look good, but also smell sweet in an appealing way for ladies. Human hygiene has been a critical subject in civilization. In the 18th-century men were not keen on their grooming since it was believed that a man had to go out of his way to fend for his family. Most times men did not take it upon themselves to smell nice, but this perception has changed. The contemporary man has to mind his scent and the advertisement on Old Spice attempts to attract men into embracing the fragrance of their body wash. .
Old Spice’s script has you believe they are addressing a female viewer; however, the product is not one that a woman would go about purchasing, and the ad was shown during the Superbowl, which has a predominately male viewership. The ad is attempting to give the male viewers and alternate perspective of things. Instead of addressing the men specifically, the ad causes the men to imagine what thoughts may frequently cross the mind of their female partners or other women they may commonly interact with. For example, the line “Anything is possible when your man smells like Old Spice and not a lady,” implants the fear into the male viewer’s mind that he may not smell masculine enough to appeal to his ideal woman. He now worries that she may indeed think he smells like a lady. However, if the viewer were to use Old Spice, the advertisement, through its final line of “Smell like a man, man,” assures him that he would no longer have to worry about how he smells; he would smell like a
This report contains Marketing strategies and plan, conducted on behalf of GM Holden Ltd. Holden is current looking to introduce new products into the home appliance market. This product is a refrigerator, which will be branded as Holden (Scenario created for the purpose of this assignment). A SWOT analysis conducted had shown a clear summary that Holden has a high strength in its being an Australian brand which manufacture in Australia, as Australian consumers are always looking to support Australian brands. On the other hand, Holden’s key weakness is that it has such a large employment base but none of them has experienced or been trained in developing or manufacturing refrigerators. Although Holden still has a an opportunity in the market as the brand has been a noticeable consumer choice attitude for “greener” sourced products, if the
Advertisements have been utilized for many years to sell products. The very popular company Old Spice, who is one of the top men’s hygienic production companies, is well known for their series of humorous advertising campaigns that uses references to the ideals of what a stereotypical masculine man is supposed to be characterized as. The Old Spice commercial, “The Man Your Man Could Smell Like” that first appeared during the Superbowl in 2010, illustrates that the company successfully utilizes the influence of humor, gender stereotypes, and ethos and pathos to connect emotionally with the audience and persuades men to start using Old Spice Red Zone body wash so that insecure men can become more of a masculine man that females will desire.
Today, vast product selections require marketers to identify and understand their target market, and to ensure their message is specifically directed to, and clearly received by their target market. In Dove’s example, early marketing strategies targeted all woman who needed an alternative to harsh soaps. However, as soaps progressively became less harsh, the Dove brand required more strategic positioning in the minds of their consumer. When speaking to Dove’s re-positioning efforts, Flagg (2013), points out that while similar products associate brand image with slender, stereotypical models, Dove’s “2004 campaign for Real Beauty” (p.1) specifically targeted ordinary women, celebrating women’s diverse body shapes, and the importance of every woman feeling good about herself (p.1). With ever increasing product offerings entering the marketplace, marketers must clearly communicate to their target group why their product is right for them, as compared to other
Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
By application- The product or the brand are positioned as the best solution for a particular task or use.
Due to the fact that changing times imply as well a change of society and its changing wants and needs, companies have to be aware that a brand’s position should be adapted to a newly developed lifestyle. “All brands need to be revital-ized on a regular basis in order for them to be kept fresh, vital, and relevant to the contemporary market.” (Keller/Sterthal/Tybout 2002, p. 86).
Unilever has more than 400 brands, 14 of which create sales in additional of 1 billion pounds a year. Almost all those brands have time-honored, strong collective operations, which includes Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s crusade for existent beauty. (Unilever, 2014)
The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.
Unilever is the world third largest consumer goods company which produces a wide range of foods, home care and personal care products. Behind the sustained development over 8...