...marketing plan for launching our new product “EVOLUTION” the body spray in Pakistan for men. 2015 1/1/2015 Evolution Principle of Marketing Final Project Presenting a marketing plan for launching our new product “EVOLUTION” the body spray in Pakistan for men. 2015 1/1/2015 Submitted to: Ali Raza Noor. Submitted by: Aniq Malik. Awab Abbasi. Submitted to: Ali Raza Noor. Submitted by: Aniq Malik. Awab Abbasi. We would like to express my special thanks of gratitude to our teacher (Ali Raza Noor) who gave us the golden opportunity to do this wonderful project, which also helped us in doing a lot of Research and we came to know about so many new things we are really thankful to him. Secondly we would also like to thank our parents and friends who helped us in finalizing this project. We would like to express my special thanks of gratitude to our teacher (Ali Raza Noor) who gave us the golden opportunity to do this wonderful project, which also helped us in doing a lot of Research and we came to know about so many new things we are really thankful to him. Secondly we would also like to thank our parents and friends who helped us in finalizing this project. Contents Executive Summary 3 PRODUCT OVERVIEW 5 Current Market Situation 5 Market situation for Evolution 5 Market Description 5 Marketing Description for Evolution 6 Product Review 7 Evolution with 800 sprays. 7 Warnings 7 COMPETETIVE REVIEW 7 SWOT ANALYSIS...
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...Corporation’s marketing plan, the company needs to do some last enhancements that should make Boo-B Love body spray one of the best sprays on the market. Discuss the company’s competitors, and the strengths and weaknesses of each. AIA Corporation competitors are Unilever the maker of Axe men care products and Proctor and Gamble the maker of Old Spice. Unilever is a company that works with a 5-year strategic plan. According to information from Unilever’s web site, the list below has been identified at some of the strengths of the company. 1. The company’s has deep roots in local cultures and markets around the world. 2. Unilever is a world leader in research and development through innovation and renovation. 3. Unilever has filed over 250 to 350 new patent applications a year. 4. Axe is the world’s most popular male grooming brand. 5. Every year Unilever is adding a new fragrance to its product line. The weaknesses are few but could eventually pose a problem. Unilever manufactures over 25 different brands; 10 of those are in personal care products. Another weakness is the advertisements. Axe has to meet the standard of the advertisements. Unilever has to ensure that it can deliver what is being stated in the advertisement. The other competitor that AIA Corporation has to deal with is Proctor & Gamble (P&G), the maker of Tag’s body spray. According to PG.com, P&G focuses on five core strengths: 1. The company uncovers the unarticulated...
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...Daniel Estrada Estrada1 Sociology 101 Prof. Smith 06/23/2015 “Advertisement Speaks For Its Company” Advertising is one of the critical marketing variables which marketers use to differentiate products in a cluttered marketplace. In order to increase the effectiveness of advertising for a product, advertising messages should be unique and meaningful. There are many techniques that advertisers use to distract the consumer to pay attention to their product. Advertisers use humor, sex appeal, and feel good emotion to connect to the consumer of the product in which they’re advertising. Many marketers use humor in advertising as a way of appealing to consumer’s emotions. These positive emotions can potentially lead the consumer to purchase the related product. Doing it right means not only engaging the prospect but getting them to remember the product. As In one of Doritos commercials, a cute baby was launched across a yard to snatch a bag of Doritos from his brother, who had been teasing him. The baby safely won the Doritos, and ate them, creating humor. Doritos always uses humor, the goal of the company is to make money and persuade the consumers to purchase their product...
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...celebrity. We perceive celebrities as figures of authority purely on their amount of social weight and fame, and therefore whatever they say or approve must be true. Even if they are not an expert on the topic or even remotely correct. This style uses the marketing tool to attract customers solely for looks, talent or fame to hide the fact that the actor has no respectable credentials. One of Axe's more popular commercials is one called "the Axe effect" which depicts a hoard of women running through the woods and the water to get to a guy wearing Axe body spray. This uses a more common marketing strategy where one generalization, or conclusion, is made for an entire group based on the evidence of only a few. When jumping to a conclusion with only a small amount of evidence, a generalization about the entire group is made inaccurately. After watching this viewers conclude through inductive reasoning that men who use this spray will automatically be swarmed by women. This generalization is being made because some people enjoy Axe body spray but is not effective because not all people are going to be attracted to the guy or guys wearing it. Eliminating this strategy from the commercial would widen the target market to the general public instead of strictly men. ...
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...Samuel Pierre III Professor Inman English 102-203 Essay #2 Analysis of an Essay Axe: It Cleans Us Up and Helps Us Remember So We Can Forget Again The commercials for the popular line of Axe body sprays are entertaining, to say the least. With just a few sprays of this female attractant in a can, women no longer have control of themselves, they are hungry and you’re for dinner. Now there’s a new line of shower gels for the guy who women can’t resist. It makes sense because, dealing with the countless hordes of women does tend to make one sweaty. So the creators of Axe have created a product that the modern day chick magnet can’t do without. The extended uncut ad has a guy waking up face down on his front lawn. He then proceeds to groggily get up and hit the shower, seemingly not remembering a thing about the night before. And then, all of a sudden, after using Axe Shower Gel, he has a flashback to a pool party. After waking from the pool party, he heads to the shower, gets cleaned up and is ready for more excitement. This time around, he ends up at what looks like a wanna be honky tonk, where of course the hottest girl in the place has her eye on him alone. They proceed to get away in either a motel room or her place, and end up doing what any young guy and girl do when alone in a room. Which is try on these huge animal heads one after another, and then act out certain scenarios such as whoever had the horse head on...
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...ASSIGNMENT DELA NAUFALIA 1206289911 Axe’s Company Background Axe or Lynx is a brand of male grooming products, owned by the British–Dutch company Unilever and marketed towards the young male demographic. Unilever launched axe in France in 1983. Another of Unilever’s brands, Impulse, inspired it. Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Lynx brand such as South Africa's Ego brand. In January 2012, Unilever launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand. The Line of products is named "Axe Anarchy". AXE, a leader in men's care, is an iconic personal care brand around the world that helps men look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving...
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... |Hair Care |For long-lasting vibrancy and extra softness | | |Instant Color Sealer | | | |3. |Garnier® Fructis Long & Strong Conditioner |Hair Care |To strengthen & protect longer hair | |4. |Garnier® Fructis Style Sleek & Shine Thermo-Sleek Non-Aerosol |Hair Care |To nourish and facilitate blow-dry | | |Spray | | | |5. |Garnier® Fructis Style |Hair Care |To create new volume without weighing down fine | | |Body Boost Mousse | |hair | |6. |Garnier® Fructis Curls & Shine |Hair Care |For controlled definition & soft, subtle | | |Curl Sculpting Cream-Gel...
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...Physiological Needs The ad that I found that fits into Maslow’s physiological needs was an ad for the Snicker’s candy bar. The core strategy of this ad was to let people know that Snickers is a candy bar that will fill you up, not just hold you over until you are able to eat a full meal. It will not just cover up but remove all the hunger from your body. Safety Needs The ad that I found that fits into Maslow’s safety needs is the ad for LIC Life Insurance. The ad exposes the uncertainty factor that life produces in front of us on a day to day basis. The strategy of this ad is that by applying for LIC Life Insurance you are not only securing your future but as well as the future of all your family members or your beloved ones. Not only that it also gives the satisfaction to the customers that they are safe from any financial or physical harm that may arise in the future. Love Needs The ad that I found that fits into Maslow’s love needs is the ad for Axe deodorant and body spray. Axe deodorant is able to fulfill the need by beginning the first step towards love i.e. by attracting a girl, which you can’t do unless she finds that you smell decent. Axe helps you in smelling decent and attracting the girl. This ad is an example of love need because to be loved by someone, you must first attract them. Esteem Needs The ad that I found that fits into Maslow’s esteem needs is the ad for Puma shoes. The strategy of this ad is to show that by branding itself to big icons of the sports era like...
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...Going against the Norms Have you ever seen a six foot four inch man get into the driver side of a small vehicle? Or have you checked out a woman with amazing, toned hour glass body and thought to yourself that you look happier than her, so it does not matter what you look like? These situations and thoughts do not come and go often because that is not how we typically think. According to the new 2016 Super Bowl commercials, the two commercials that caught my attention of going against these society norms was the Mini USA campaign defying label’s, as well as the Axe Menswear deodorant during the commercial breaks. Both of these showed in different perspectives of how we could be happy without worrying about our self-image and not worry about what others think. The Mini USA has been promoting the campaign “defying labels” since the 1950’s. When they first created the Classic Mini Coopers; cooperate owner, Sir Alec- designed the cars by flipping the engine sideways and pushing the wheels outwards to create more room in the cockpit. This creative design gave its own unique spontaneity and defied the basic norms of what a car should look like. Majority of the time, anyone who had seen a mini cooper or is discussed amongst population often label the car as “too feminine”. However, there are celebrities who were used into the commercials. The celebrities were Serena Williams, Abby Wambach, Randy Johnson, Tony Hawk, Harvey Keitel, T-Pain. They all had a testimony to share about...
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...AXE’s AXE Effect campaign that target young adult males while exploiting young adult women’s perception of beauty unrealistically. Dove and AXE products are owned by the same company Unilever. The report will analyze their complete opposite approach to their target market, and criticisms received from the media and consumers. The report will also offer recommendations to marketers that may lead to having a successful advertising campaign. FINDINGS Findings were made in the following areas: target market and criticisms. Target Market Dove products target women of all ethnicities, age, shape and size in hopes to define the true definition of beauty. Since 2004, Dove has used Campaign for Real Beauty ads along with the vision to “Imagine a World Where Beauty is a Source of Confidence not anxiety” (2014). Dove’s ad campaigns feature real women whose appearances are not the typical norm of how society defines beauty. These real women shown in their underwear are essentially making a statement of how society should perceive real beauty. Figure 1. Dove Real Beauty Campaign (Canada, 2013) AXE products target white males, 18-24, giving the notion that using their products will keep men at their best and get them the girl or girls. That is, the type of girls which are thin, voluptuous women who appear to chase down the yummy smelling male. According to ABC News, Nightline “AXE's marketing director, Mike Dwyer, called this the ‘AXE lifestyle’ and said the body spray is the...
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...2010-0806 Corporate Relations and Planning Assignment An analysis of HUL brands Submitted By Shuchi Singh F 74 Hindustan Unilever: 4P’s analysis of three brands and short notes on other 7 major brands Brand 1: Kwality Wall's Product • • • Various offerings in rich, creamy and delicious flavors Known for their nutritious value Indulgent treats like Cornetto & Feast (for teens and young adults), to Moo & Paddle Pop (for kids), to family favourites like our Selection range of Red Tubs, Italian Gelato and Viennetta are available • • Manufactured using international processes Product Line includes Cornetto, Feast, Paddle Pop, Selection the award winning parlour concept, Swirl’s. Price • The prices range from low cost i.e. Paddle Pop which costs Rs 8 to Viennetta which costs Rs 150 • • The most popular Cornetto Walls is priced at Rs 20 to Rs 30 Feist is in the range of Rs 15 to Rs 20 Place • It is has a four step distribution system. From production units the lot is taken to the distributors, then wholesalers, then company salesmen and they take the lot finally to the retailers • It has major presence currently in the 30 big cities across India 3 • It is sold extensively by push carts since most customers are impulse buyers and it believes in giving maximum visibility to the products Promotion • • • Promoted as the “ice cream with the big heart” which is taken from its logo A “good, honest, daily scoop of pleasure” Extensive publicity campaigns especially...
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...ethical. Sex in advertising is the use of sexual interest as a tool of persuasion to draw attention to a particular item for consumption and it is considered one of the most influential tools of marketers and especially advertisers. Advertising research reveals that, sexual appeals are often attention getting, arousing, inducing and memorable. The use of nudity and partially nude models has increased during the recent years and this sort of advertising is more common now than ever. Using sex in advertisement can be very effective because it attracts attention, this is some truth of desire, People are hard-wired to notice sexually relevant information, so ads with sexual content get noticed For instance, Some young men actually think Axe body spray will drive women crazy, But brand impressions are shaped by images in advertising, too. Arguably, Calvin Klein and Victoria's Secret are not much different than Hanes or Vassarette, but perception studies show those brands are perceived as ‘sexy,' and some customers want that. For example, I think every one knows the Victoria underwear show. It has been famous all over the word. It was not famous for the models themselves who wear underwear, it just use this kind of way to show their wonderful products. Through this kind of...
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...The impact of social performance - Unilever and its environmental responsibility Unilever is one of the world largest multinational companies, merged by British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie in 1929, which is related with lives of over two billion people every day mainly in the area of food and beverage, home care and personal care. The corporate purpose of Unilever indicates that they require "the highest standard of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact (Purpose & principles 2010)". This corporate purpose highlights the importance of social performances and the interactions with their shareholders. Corporate social responsibility (CSR) is increasingly essential in the global environment (Wilburn 2009, 111), especially for large multinational companies who confirm that making contributions to shareholders is the driving force to increase the value of the corporations. Unilever claims that corporate social responsibility is at the heart of its business (Cescau 2007). “We've always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities (Our vision 2010)” Unilever has made a clear direction about their vision. These years Unilever has focus on building their corporate image with full consideration and improvement of social performance, varying from...
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...Dove and Axe: Examples of hypocrisy or good marketing? Introduction Should a company be criticized when one of its brands undertakes a campaign to improve the self-image of women around the world? In the fall of 2007, the Campaign for a Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its “Campaign for Real Beauty” while Axe, another of Unilever’s brands, ran campaigns focusing on how its products increased the sexual appeal of young men, especially among physically attractive, suggestively dressed young women. While the CCFC initially called only for an online letter-writing campaign to Unilever’s CEO, its discontent was publicized quickly through blogs and traditional media, raising awareness of the issue. Eventually, some activists, bloggers, and journalists alike were questioning the ethics of one company using what they deemed to be conflicting messages that exploited stereotypes for profit. Since the Campaign for Real Beauty’s message went beyond product promotion to social responsibility, working to improve the ways women evaluated their self-esteem and self-worth, the objectification of women in the Axe ads only fueled their complaints. Critics also noted both brands’ use of viral tactics, suggesting this reliance on the consumer to generate publicity only furthered...
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...order to do this Old Spice needs to reach a new target market of males. These males should age from 18 to 34 year old. Target Audience Men ages 18-34 are interested in using men’s grooming and toiletry products. Positioning: Established in 1937, Old Spice is the leader in the men’s body care and toiletry market. For men who demand superior body care products, Old Spice offers you the highest quality and best-scented body care products on the market. Old Spice will make you smell like the best smelling man in the world. SWOT Analysis Strengths • A very renowned and successful brand. • Strong distribution channel (available in more than 20 countries). • Excellent Product quality. • Strong financial presence in the market. • Affordable pricing of products. • Diversified portfolio of products. • Sales growth is high. • Strong image and Product development Weaknesses * After acquisition, Old Spice could not completely change the consumer’s brand perception of their products. * Market share is lower. * Target market is limited i.e. younger male segment. * The packaging style of the products has become obsolete. * Advertisement is made on spray products only. More ad campaigns should be made to increase the demand of the products. * New to the market. * Stiff competition from existing room fresheners like Dove. Opportunities * Market expansion...
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