MARKETING & COMMUNICATION STRATEGIES
The differentiate
As a brand that born for 18-35 year old
male, Axe uses a marketing campaign to differentiate themselves from other
brands. While some brands like to make the perception of their products as
“tough” and “working good,” Axe shows their mission is full of stimulus and
challenge: let a man has more tempting smell, to help them has more superior
performance in the process of encounter. It plays to a known fact, having a
good, strong, masculine smell is important. So, Axe has a significantly
different marketing strategy from the competition.
Emotions
of performance
They appeal to a guys feeling about hot
and attractive women. Some are very
sexual in nature. To a certain extent, Axe establish an attractive man image
with the aid of communication mode:“Girls are getting hotter!
Keep your cool with AXE; “Leave a Man, Come Back a hero”…
In addition, Axe also use some instructive
words to name its product:
Apollo;
Dark temptation;
Black chill;
Excite;
Tempt;
Cool metal;
Shock…
Under the deep influence with these words, it
seems as if you can appeal to women as it named after you use the product.
Customer
insights
Many people have a good opinion of Axe,
whatever man or woman. They think that the advertisements are real and it is as
good as they thought. Axe have about 4 millions like on Facebook, over 55,000
fans on MySpace, almost 100，000 followers on Twitter, a YouTube page with over 3 million total views
and a website. This shows Axe’s significant social following and highly Brand
identification. Some girls even use it to remind of their boyfriends while the
boys use it to keep feeling good themselves.
BRAND & CUSTOMER
Transform needs into brands benefits.
Transform needs into brands benefits.
Thanks
to Axe’s special and powerful advertising campaigns, which include point of
purchase promotion, sponsorships, free samples, viral marketing as well as
traditional advertising. The brand is not only easily recognizable, but is
strongly associated with their brand image: Axe shower gel contains the flavor
of women especially love, which can induce irresistible Masculinity.
Brand share the value of their target
and create long durable brand awareness.
The
target consumers of Axe are mostly young males who are single and active. They
are mostly not concerned with hygiene. The brand has a very distinctive and
seductive smell to it that is long lasting. With Axe, you can immediately to
enhance male charm after bathing, wash out the masculine. These include
attracting women, making a guy smell good. Further more, this kind of consumers
also lazy with shopping, so the Axe made it can be bought in many different
places, such as supermarkets, super centers, and various local drug stores.
Except that, the brand also keeps launching new smelling, which can meet young
people seeking novelty mind. Add attract and funny advertising, these younger
guys may stay with the brand for years.
Simply,
they just get what their brand means and know how to bring this understanding
with compelling messages to their customer segmentation. So, they can create
long durable development.
Brand & Consumer relationship
Axe has
solid customer understanding and clear brand definition, which can help them
meet what their target consumer want. Simultaneously, the consumer can engage
with this brand easily. No matter what the psychological level and function
one.
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