Transcript AXE Body Spray - Shannon Tuley`s Blog

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