Proposal for Axe Body Spray

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