proposal for axe body spray
DESCRIPTION
TRANSCRIPT
Situation Analysis
Market Analysis
• Lack of self-awareness, hygiene• Competitors
– Right Guard– Old Spice
• New product category– Axe
• Only combination antiperspirant and deodorant body spray on the market
Consumer Analysis
• Psychographics– Values: approval of women– Self concept: free-spirited– Lifestyle: sexually interested,
masculine
Consumer Analysis Cont’d
• Influence to Purchase– Change in view of hygiene– Providing the ONLY solution to a
problem WE CREATED
Consumer Analysis Cont’d
• Buying incentives– Attract women– Smell good– Sweat less
• Places to purchase– Local drugstores, supermarkets,
super centers
Consumer Analysis Cont’d
• Target Market– Active, single male– 18-24 college students– Seeking approval from women– Interested in sports, music, political
activities, and the overall college experience
– Not concerned with hygiene
Brand Analysis
• Only antiperspirant deodorant total body spray on the market
• Distinct, seductive smell• Precision spray nozzle• Long lasting scent• Solution to body odor and attracting
women
Marketing Objectives
• Short Term– 80% exposure rate– 50% purchase rate
• Long Term– Build brand loyalty– 25% increase purchase rate annually
Media Plan
Traditional Mass Media
• Billboards• Radio
– 5-7pm for the commuters– 10-midnight for those chilling with
friends• Television
– Primetime on ABC, NBC• Magazines
Other Media
• Publicity Efforts– Sponsorships– Free samples
• Promotion– Point-of-purchase
Marketing Mix
45
15
15
10
155
Television
Radio
Magazine
Billboard
Publicity
Promotion
Creative Strategy
Billboard
Radio
Television
CU of van and two men
CU of hippie chick spraying hip guy
LS of crowd at Woodstock
CU of two women and hip guy with
Woodstock stage in background
LS Hip guy throws AXE to friend
]CU of friend watching hip guy get into van with chick
CU Friend catches bottle
Product shot with slogan
Double Page Magazine Spread