1 / 8

AXE Body Spray - Stay Fresh and Attract Women

Discover AXE Body Spray, the number one body spray in the US that releases an intoxicating aroma, leaving you fresh and irresistible to women. With a range of fragrances and an affordable price, AXE is the ultimate choice for unmarried men aged 18-24.

rdabney
Download Presentation

AXE Body Spray - Stay Fresh and Attract Women

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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.

More Related