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AXE Body Spray Paul Booth Stefani Fuhrman Elle Kane Sydney Levinson Peter Mussatto Shannon Tuley

AXE Body Spray Paul Booth Stefani Fuhrman Elle Kane Sydney Levinson Peter Mussatto Shannon Tuley. Industry. Size 25% of the male grooming & personal care market value $11 billion of the total $38.7 billion Growth Currently the number one body spray in the U.S.

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AXE Body Spray Paul Booth Stefani Fuhrman Elle Kane Sydney Levinson Peter Mussatto Shannon Tuley

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  1. AXE Body SprayPaul BoothStefani FuhrmanElle KaneSydney Levinson Peter MussattoShannon Tuley

  2. Industry • Size • 25% of the male grooming & personal care market value • $11 billion of the total $38.7 billion • Growth • Currently the number one body spray in the U.S. • Reached over 100 million sales in just three years. • After experiencing their first decline of 4.3% in 2007, they still hold the greatest market share in the male deodorant body spray industry. • Major Competitors • TAG Body Spray • Old Spice Red Zone Body Spray • RGX (Right Guard Body Spray)

  3. Product • In 2002 AXE Body Spray was released in the U.S. • A 4 oz. metal bottle with a twist top. • Multiple fragrances • New fragrances are released every year. • The average price is $5.00-$6.00.

  4. Consumer Analysis • Demographics • Unmarried men age 11-24. • High school graduates that currently attend a university in the U.S. • Predominantly from suburban areas with an middle-to-upper class socioeconomic status. • Do not own their home. • During a school semester 40% work part time. • They do not experience any physical disabilities.

  5. Consumer Analysis • Psychographics • Outgoing confident individuals that lead an active lifestyle with little down time. • Involved in various sporting activities. • While they are rugged, they put a considerable amount of care into their physical appearance. • They are quite fashionable in an effort to attract the opposite sex. • Women and sexual attraction is high on their list of priorities.

  6. Research • Who: • Males between the ages of 18-24 • Fraternity men, men involved in extreme sports, men shopping in downtown Lawrence, men on campus, men at the KU Rec • Questions: • What kind of cologne or body spray do you use? • Why do you use that particular brand? • Have you ever used AXE Body Spray, if so why? • Does the fact that AXE is under $6 interest you? • What normal activities do you do that you feel cologne or body spray is necessary?

  7. Positioning Statement AXE Body Spray will release an intoxicating aroma where your scent is always fresh, attracting a woman on your arm.

  8. Positioning • Audience: Unmarried males ages 18-24 • Method of Advertising • Five billboards of different men in a variety of rigorous activities, yet able to maintain a fresh scent that attracts the females. All thanks to AXE. • Tone: A humoristic approach to portray a mans “ideal reality”, or fantasy.

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