Men’s Fragrances

Justin ChapmanSadie BrownKyle Flynn

Heath Gerber

Fishbein ProjectMay 5th, 2015

Men’s Fragrances

Outline1. Overview of companies

● Axe, Old Spice, Polo, Giorgio Armani

2. Target Markets

3. Methodology

4. Demographic/Psychographic

5. Scenario

6. Attributes

7. ResultsTable of Grand Means

8. RecommendationsAdvertisement

Theory

Polo Cologne● Target Market:

○Males○Age 25-50○White Collar/Upper Class○Heterosexual

●Positioning○Prestigious○Luxurious

Giorgio Armani● Target Market:

○Males○Age 35-50○White Collar/Upper Class○Any Sexual Preference

●Positioning○Elegant

Old Spice● Target Market:

○Males○Age 15-35○Blue Collar/Middle Class○Heterosexual

●Positioning○Youthful○Masculine

Axe Body Spray● Target Market:

○ Males○ Age 15-25○Lower/Middle Class○Heterosexual

●Positioning○Casual Sex○Strong Bold Scent

Brand Advertisements 1

● Target Market:○ Age 25-50○ White Collar/Upper

Class

● Target Market:○ Age 35-50○ White Collar/Upper

Class

Brand Advertisements 2

● Target Market:○ Age 15-35○ Blue Collar/Middle

Class

● Target Market:○ Age 15-25○ Lower/Middle Class

Purpose and Methodology● Our survey was generated using

Qualtrics provided by The University of Akron

● Leveraged social media and network of friends to find respondents

● The sample consisted of 49 responses

● Question types included:○Likert Scale○Demographic○Psychographic○Open ended

Demographic- Gender

Scenario“Assume that you have just landed a hot date with your crush. You’re aware that a person’s scent is very important to how he is perceived. You’ve decided to go to the store and shop around to find a new fragrance for your big date.”

Attributes1.A subtle but not too strong scent

2.Scent lasts at least 4 hours3.Price does not exceed $20.004.Bottle design is modern and trendy

5.Friends and Family members think highly of the product

Table of Grand MeansPolo Giorgio Armani

Attributes Importance Brand Beliefs

Weighted Brand Beliefs

Brand Beliefs

Weighted Brand Beliefs

Ei Bi Ei*Bi Bi Ei*Bi

Subtle but not too strong scent 1.5 1.1 1.6 1.0 1.4

The scent lasts at least 4 hours 1.4 1.4 2.0 1.5 2.1

The price does not exceed $20.00 0.4 -1.0 -0.4 -1.3 -0.6

The product's bottle design is modern and trendy -1.1 1.3 -1.3 1.2 -1.3

Friends and Family members think highly of the product 0.0 1.4 0.0 1.2 0.0

Attitude 1.8 1.6

Table of Grand MeansOld Spice Axe Axe - Old Spice

Attributes Importance Brand Beliefs

Weighted Brand Beliefs

Brand Beliefs

Weighted Brand Beliefs

Gap Strengths/ Weaknesses

Ei Bi Ei*Bi Bi Ei*Bi

Subtle but not too strong scent 1.5 0.1 0.2 -1.0 -1.5 -1.7 Weakness

The scent lasts at least 4 hours 1.4 1.1 1.5 -0.1 -0.1 -1.6 Weakness

The price does not exceed $20.00 0.4 1.5 0.6 0.6 0.2 -0.4 Weakness

The product's bottle design is modern and

trendy -1.1 0.2 -0.2 0.1 -0.1 0.1 Strength

Friends and Family members think highly of

the product 0.0 0.7 0.0 -0.8 0.0 0.0 Strength

Attitude 2.2 -1.4

Evaluation of Importance (Ei)

Weighted Brand Beliefs (EiBi)

Prefered Brand

Given the situation, what is the most important thing to you when purchasing a

product like this?

● “Strength of scent.”

● “Price and scent, too strong, burns my nose ugh!”

● “That it’s not overwhelming, just enough to be noticed and slightly thought about.”

● “Subtle, good and long lasting scent.”

● “The scent cannot be overwhelming.”

Recommendations

Axe currently brands itself as a bold and strong scented product that attracts sexual partners for those who use it.

1. We would recommend that Axe should reposition themselves as a subtle but profound smelling product.

a. Reposition their brand image using Fishbein methods of changing relative brand beliefs and subtracting an attribute.

b. Change relative brand beliefs to subtle and confident.

c. Subtract attribute of “This will get you laid.”

Recommendations cont.

1. Change the message from bold and sexually driven to confidence and comfort in any situation.

a. Do this by using thought provoking advertisements that truly engage consumers rather than throwing sexual innuendos at them.

b. Intentional Behavioral Learning can be used in advertisements to make consumers actively search for the intended message.

Axe Repositioned Advertisement 1

Advertisement 1 BreakdownFishbein Element What It’s Doing How It Does This

Changing the current brand

beliefs

“A strong scent to attract sexual

partners” to

“A fragrance you would feel

comfortable and confident wearing”.

Did this by displaying Axe in between two

animals that symbolize “subtle” and “bold”,

while remaining relatively in the middle ground. Ad copy “not

too subtle, not too strong, ...just right” also re-enforces the change.

The hashtag “#JustRight” also

supports this. Incorporates the

behavioral learning advertising method.

Subtracting the attribute of

“This will get you laid”

Switched the focus from sex to being focused on comfort and confidence.

Axe Repositioned Advertisement 2

Advertisement 2 BreakdownFishbein Element What It’s Doing How It Does This

Changing the current brand

beliefs

“A strong scent to attract sexual

partners” to

“A fragrance you would feel that is subtle, yet bold enough to be discovered”.

Did this by displaying Axe in subtly lit light

and boldly being lit up by a submarine that has

just discovered it. Ad copy “your fragrance is meant to be discovered, not announced” also re-

enforces the change. The man in the sub also

appears to be very engaged in the

discovery. Incorporates the behavioral learning

advertising method.

Subtracting the attribute of

“This will get you laid”

Switched the focus from sex to being focused on the scent itself, and discovering

it.

KEEP IT CLASSY, AKRON

WE’RE DONE!WE’RE DONE!

KEEP IT CLASSY, AKRON