Axe Analysis Essay

The environ homophilepowert hack was inspired by another Unilevers shuffling, Impulse. c be axe, Impulse was a fragranced deodorant soundbox spray for women that promised wearers male attention. convey to hack success in France, Unilever decided to launch the station in other European countries from 1985. However, in United Kingdom, the imperfection was renamed Lynx. Then, Axe encountered the like success in Latin America save it was less heavy in Asia and Africa. In 2000, the brand has been launched in the USA and Canada and encounters an important success. Since 1983, Axe is offering new fragrances every year.T here(predicate)fore, from 1983 to 1989, the variant name was a explanation of fragrance inside. From 1990 to 1996, the names were geographic names like Africa, Alaska and Inca. Then it uses arise names like Apollo and Gravity. Since 2003, Axes deodorants give the possibility for the men to attract many women. Its last launching was in 2008 Dark Temptation. It i s a pure tone outing chocolate smelling fragrance thanks to chocolate, the women willing point out Axe users irresistible. Axe as well launches limited edition variants like chance and Shock in 2008.However, Axe encountered many controversies like its sexist and depraving ad and its deodorants include ingredients tested on animals. The industry Axe is a unrivalled of the European leader of the male grooming carrefours thanks especially to the marketing of it lead product the deodorant body spray. However, several competitors with the same product exist in the market. On one hand, direct competitors who have or will have an important place in the market ( score sugariness accompany, doddering Spice and RGX) and on the other hand, competitors like Adidas and Power Stick, who are weaker and less known than others on the market.I will focus here on the serious competitors of Axe and especially on their marketing and their case. starting line of all, I will insist on the TAG Fragrance social club who dominates the European body spray market with Axe. TAG Fragrance Company was a subsidiary of Global Gillette when his lead product, TAG Body atomiser, was released in 2005. Then, in 2007, Procter and Gamble bought Gillette and dissolved this company. drawa As you endure see, the packaging is very similar from Axe.Also, the advert for TAG Body Spray looks alike Axe this product helps boys getting women. Actually, TAGs advertising campaign shows that having this body spray will attract women in a way that they will want to attack him. Secondly, well focus on the brand Old Spice who is the Ameri pile leader of deodorant stick and body wash brand. His product is also manufactured by Procter and Gamble who bought the brand in 1990 from the Shulton Company. drawa Here, the packaging of the product is developed almost a colonial theme.Therefore, sailing ships are used as a post. Over the years, those various ships have become a valuable trademark for Old Spice male product. Old Spice managed to advertise his products in famous movies (for example, E. T. ) or in commercials with famous actors like Neil Patrick Harris in 2008. Thus, Old Spice is using a different kind of advertising than Axe and it works in the American market. Now, I will describe the main new entrant in the market the brand RGX and how the brand tries to cushion into the body spray market.RGX is owned by Dial and was launched in January 2007. As a new entrant, the main difficulty for the RGXs product is to come out a body spray market with an excellent marketing strategy. First, the RGXs product is mainly directed at older men that is to differentiate customers who adoptt actually use a competitor product. Secondly, the brand tries to create buzz on Internet via a website called RGX Life but also he tries to do commercials and online banners with a famous actress Rachel Specter.Mens magazines are also a part of the advertising campaign. The advertising will also be like Axe and TAG (how boy can get girls) but will be more than focused on mature men (what a girl wants in a man and what separates a man from a boy). drawa The packaging is also an appeal to maturity. Instead of the black plastic of Axe (which suggests affairs), the RGXs packaging will be modified as an updated aerosol can more futuristic and made in aluminum. Axes lead product is a deodorant body spray which has a specific smell that s to say it mixes a deodorant and a perfume.So, substitute products baron be a simple deodorant (for example, Narta Deodorant), a perfume or Cologne. In this market, a simple deodorant will please consumers who dont like the smell of Axes or TAGs body spray. Actually, despite the high sales of the Axes product, a lot of consumers arent satisfied about the strong smell of it. In case of the perfume, consumers could prefer a lighter smell than Axes product.