Axe Rebranding: Increase Axe’s Growth In The Male Grooming Category “Across Its Full Product Range” John Molson School Of Business Essay

2106 words - 9 pages

AXE Case
MARK 453 A - Fall 2017
Presented to Caroline Roux
October 10th, 2017
Rachel Abessira 27375158
Nader Aboukheir 40015109
David Bono-Raftopoulos 27751605
Maria Holyanova 27085435
Graeme Lindsay 40009381
1. Problem Statement:
Jacobs and the team:
· Must increase AXE’s growth in the male grooming category “across its full product range”
· Must maintain the Brand’s core value proposition which is focused on attraction, however “the definition of attraction has changed”.
· Must reduce the discrepancy between consumer’s beliefs and how the company wants to be perceived in order to increase customer loyalty tied to more frequent purchases (problems with brand equity).
· Must prepare a client brief to create a major marketing campaign in 2016  to reach sustainable growth.
2) Goals of the Campaign:
In order to ensure sales growth in Canada, the team’s goals are:
· To increase market penetration of men in their between the ages of 20-30 which could attract new customers, hence grow market share and sales.
· To transform consumers perceptions from a body spray brand to a male grooming brand while maintaining the brand’s position “as leader in the men’s grooming category’”.  
3) Analysis of Competition
AXE has 4 main competitors in the men’s grooming category: Dove Men + Care, Right Guard, Old Spice and Speed Stick.
· First, Dove Men + Care should not be considered a direct competitor of AXE due to their different target market and messaging strategies. If Dove Men and AXE were direct competitors, Unilever would cannibalize one of their brands and products for another. Dove Men + Care targets older men in their mid 30’s to early 50’s and their advertising strategies use Product User positioning, focusing on life events of a “real man” such as fatherhood. Although Dove Men only launched in 2010, they have gained significant market share in only 5 years (4.4% in 2014). Dove Men would be considered a greater threat if AXE’s market share was not also continually increasing. Dove’s different target and strategy and should not be a direct threat to AXE’s current or proposed positioning.
· Second, Right Guard and Speed Stick target athletic males by using Product attribute and Use/Application positioning to market their product functions and appeal to common fears regarding body odor. Their low prices and small product mixes don’t target the same clientele, nor do their products fall within the same segments as AXE. Right Guard’s market share has declined and stagnated at 4.4% in the last 5 years and does not necessarily concur with AXE’s strategy or segment based on attraction. Speed Stick’s campaigns featured athletes to target active men, however their market share has decreased over the years. It can be deduced that Right Guard and Speed Stick are direct competitors of each other, but are not directly competing against AXE’s more sensual strategy.
· Lastly, Old Spice is AXE’s main competitor because of the similarities in their product mixes and...

Other Essays On AXE Rebranding: increase AXE’s growth in the male grooming category “across its full product range” - John Molson School of Business - Essay

we need to increase the minimum wage - Westford High School - essay

2386 words - 10 pages experiment by increasing its minimum to $15 an hour. Washington, D.C., seems poised to raise its own wage. And President Obama threw his support behind a bill that would increase the federal minimum to $10.10 an hour and require it to rise with the cost of living. You can expect to hear more liberal agitating for a higher wage in 2014. And of course, you can also expect to hear conservatives shout back that the idea is a job killer. To prepare you for

EV's in Norway government intervention - school of business - essay

1825 words - 8 pages ). In the recent market situation, the government finally made its decision to start supporting the EVs adoption, based on the results of the increasing demand for EVs. The implementation of removing the VAT and then allowing the EVs to use the bus lane, and this is clearly representing how important is the government’s intervention. As government continued to present more policies the EVs market was growing and the people kept on purchasing EVs

Business & growth with Social Media - Technology - Essay

651 words - 3 pages new location or new product you want to get the word out about it. How I think you do that while still connecting with consumers is to advertise it and then maybe offer a free trail or sample. This makes it about the consumer, but yet also markets the product. In healthcare I think we could market a new location with an open house offering tours and maybe free screenings. Free is something consumers love and look for. Regardless businesses need social media to grow and reach consumers in today’s technology based world. References Simonds, L. (2013, June 28). TIME. Retrieved from http://business.time.com/2013/06/28/business-growth-and-social-media/

connections excellence essay NCEA level 1 - English - The theme of racism across texts

2015 words - 9 pages think they are superior over blacks, in ​Noughts and crosses​ it is the other way around, so blacks believe they are more superior over whites. There are many examples of acts of discrimination within this text. One of which is when the noughts get accepted into Heathcroft. A School in which offers education leading students into University that were known to only consist of crosses. Majority of the noughts on the other hand go to a more run-down

Your essay is designed to increase your understanding of nonverbal communication in relationships. - COM3404 - ESSAY

671 words - 3 pages Tammy Castillo For this essay I will be evaluating the nonverbal communication between me and my best friend when we interact with each other. I will be focusing on the oculesics, touch and time of our nonverbal communication. My best friend is known as the outgoing one and I am the shy one. Anytime she meets someone she always gives the person direct eye contact in order to establish a relationship with them and interact with them. Meanwhile, I

Reflection on the development of academic and professional skill in year one - business school year one - essay

1538 words - 7 pages and regular trips back home (and that is Bulgaria). At these times, in compound business environment and growing competition, to be able to compete on the job market you need to possess outstanding skills and be always a step ahead of others. Being a good learner and constantly developing one’s personality are necessary skills that individual who want to succeed should possess. The foundation of learning process is the learning orientation

Coldness And Selfishness Of Male Characters In Thomas Hardy's "The Withered Arm" And Anton Chekhov's "A Misfortune"

1104 words - 5 pages Coldness and Selfishness of Male Characters in Thomas Hardy's "The Withered Arm" and Anton Chekhov's "A Misfortune"Both of the stories have themes of selfishness and coldness. They appear in the roles of some characters of each story. Lubyantsev, the male character of The Misfortune, is similar to Mr. Lodge, the male character of The Withered Arm. Each of them appears as a selfish and cold man at the beginning.The author does not introduce Mr

factors affecting the growth of duckweed - biology - essay

408 words - 2 pages Fernando Trujillo Mr. Felder U.S. History - 4th 30 August 2018 DBQ Westward expansion was promoted in many ways by the federal government in the 1800s. This extension of the United States had a big influence on the country. Westward expansion brought railroads, new cities, gold mines, new farmland, more resources, and much more. Expansion of the country came with a lot of positives, but also some negatives. Americans started to believe it was

Critical discussion of John Kay’s view of strategy - business management - essay

1604 words - 7 pages , while processual perspective believes strategy is a product of trial ad error (Whittington, 2001). In the article “strategy and delusion of grand designs”, John Kay (1999), one of the most well-known economists in the UK, proposed that “Strategy is not planning, visioning or forecasting – all remnants of the belief that one can control the future by superior insight and superior will”, which challenged the design school of strategy that

Youth unemployment and economic growth Algeria - Northumbria, business - essay

906 words - 4 pages Topic: Youth unemployment and economic growth Country: Algeria Committee: ILO Conference Algeria, a country with huge mineral wealth that lies in the North of Africa (neighbouring states: Morocco - West, Tunisia and Libya - East, Nigeria and Mali - South, North Sea - North) has a large GDP of 170.37 billion USD (trandingeconomics, 2018). In this case, the large GDP of Algeria is due to the abundant mineral wealth like fuel. This country ranks

Product Proposal: Design of the sensor to the Fitbit watch - SJSU EE 295 - Essay

1817 words - 8 pages the added features which the counterparts are still lacking at a much higher price. The proposed design is just as gorgeous as its competitors in the wearable device market, but way cheaper which will make all the difference. Business Concept: The proposed product is to introduce the UV exposure sensor in the existing wearable computing device Fitbit. When working on the applications involving UV radiations, it is always good to differentiate

Similar Papers

The Social Responsibility Of Business Is To Increase Its Profits Northampton University, Business Csr Essay

2372 words - 10 pages Introduction In this essay, I will be critically deliberating Milton Friedman statement of “The Social Responsibility of Business is to Increase its Profits” (Friedman,1970) by utilising diverse opinions in favour or against Milton Friedman’s assertion, contrasting philosophies together with an extensive example that demonstrates Socially Responsible behaviour. Friedman’s Views Milton Friedman begins his widely recognised article with discussing

Does The Intense Media Coverage Of Violence Contribute To Its Increase In Our Society?

1315 words - 6 pages FloflogefuMass CommunicationSubject: Does the intense media coverage of violence contribute to its increase inour society?One Saturday morning many years ago, I was watching an episode of the 'Roadrunner' on television. As wile E. Coyote was pushed off of a cliff by the Roadrunner for the fourth or fifth time, I started laughing uncontrollably. I then watched a 'Bugs Bunny' show and started laughing whenever I saw Elmer Fudd shoot Daffy Duck and

Life Is Drama Full Of Tragedy And Comedy School Essay

729 words - 3 pages Engler-Lynch: ENGWR 300+ Formal Essay #2: Reflection Due: Fri., Nov. 9, 2018 Essay Focus: Choose one sentence in Jeannette Walls’s autobiography The Glass Castle and reflect on how it is meaningful in the story, in society today, and in your own life. Important Info: The Glass Castle, published in 2005, is an autobiography about the upbringing and early adulthood of best-selling author Jeannette Walls. Walls was raised in the 1960s and

Using Hazardous Materials In The Manufacturing Of The Product

474 words - 2 pages a product by making the manufacturer of the product responsible for the entire life-cycle of the product and its packaging, particularly take-back, recycling, and disposition" (Galland, A. 2012). Along with EPR a Life-cycle analysis (LCA) is a method for planning and preparing for the life of a product. In other words evaluating the product from cradle to grave.State and Federal RegulationsState and federal regulations are put in place for the