8.10.2009
My analysis
AXE usually uses the aim of increase sale volumes for persuasion because the advertisement has presenter to use AXE product and many women fall in love him. Impact uses emotional, women love people who use AXE because fragrant. It is only persuasion for consumers to believe it.
Promotion Strategy
Key successful factors related to the product
Why AXE is famous? Because in the past beauty matches with women but nowadays men are more pay attention about the beauty. Therefore, AXE was created for men who want to care their body.
Factors that make the brand successful in terms of promotion strategy are on TV. magazines for men and website.
Why AXE is famous? Because in the past beauty matches with women but nowadays men are more pay attention about the beauty. Therefore, AXE was created for men who want to care their body.
Factors that make the brand successful in terms of promotion strategy are on TV. magazines for men and website.
Product Strategy
Target groups: Adult ages of male gender
Branding
AXE is the cosmetic product for men. The unique selling point is presentation about the difference for men who want to be cool and charming. The standing points of this brand are many scents and long fragrant with modern packages.
Branding
AXE is the cosmetic product for men. The unique selling point is presentation about the difference for men who want to be cool and charming. The standing points of this brand are many scents and long fragrant with modern packages.
Rational
The reason that I choose AXE because I think AXE is the product for men. I want to sell something for men that I have ever use or have some experiences about the product. That is AXE is my favorite product for creating the blog.
7.19.2009
History#2
From its launch, the yearly fragrance variant of has played a key part in the success of the brand, by offering something new each year. The type of fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice, Amber, Marine and Oriental.
From 1990 until 1996 geographic names were used such as Africa, Alaska, Java, Nevada and Inca. From 1996 to 2002 Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same perfumer, Anne Gottlieb, to develop the fragrances to launch variants such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.
From 2003 Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003 the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix and in 2007 Vice was marketed on a theme of making "nice" women become "naughty".
In 2008 a chocolate-themed body spray, Dark Temptation, was released. This spray did not smell like chocolate, but claimed that it made the user "as irresistible as chocolate".
From 1990 until 1996 geographic names were used such as Africa, Alaska, Java, Nevada and Inca. From 1996 to 2002 Axe took inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same perfumer, Anne Gottlieb, to develop the fragrances to launch variants such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.
From 2003 Axe advertisements portrayed various ways the products supposedly helped men attract women. In 2003 the advertising for the Pulse fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix and in 2007 Vice was marketed on a theme of making "nice" women become "naughty".
In 2008 a chocolate-themed body spray, Dark Temptation, was released. This spray did not smell like chocolate, but claimed that it made the user "as irresistible as chocolate".
7.15.2009
Brand formats
Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: Deodorant aerosol body spray, Deodorant stick, Deodorant roll-on, Antiperspirant aerosol spray (Axe Dry), and Antiperspirant stick (Axe Dry).
In 2009 the brand launched an 8-centimeter container called the Axe Bullet. It is intended to be portable so that it can be carried in the pocket and used whenever and wherever needed.
The brand has also extended into other areas such as shower gels, aftershaves and Eau de Toilette, skin care, shampoo and hairstyling products. Failed extensions include Barbershop and razors.
In 2009 the brand launched an 8-centimeter container called the Axe Bullet. It is intended to be portable so that it can be carried in the pocket and used whenever and wherever needed.
The brand has also extended into other areas such as shower gels, aftershaves and Eau de Toilette, skin care, shampoo and hairstyling products. Failed extensions include Barbershop and razors.
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