Axe Analysis Essay Example for Free

axe Analysis EssayThe environ handst hack was exalt by another Unilevers fool, Impulse. Like Axe, Impulse was a fragranced deodourant body spray for women that promised we bers anthropoid attention. Thanks to Axe success in France, Unilever decided to launch the brand in other European countries from 1985. However, in United Kingdom, the brand was renamed Lynx. Then, Axe encountered the same success in Latin America notwithstanding it was less important 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 go new fragrances every year.Therefore, from 1983 to 1989, the variant name was a description of fragrance inside. From 1990 to 1996, the name were geographic names care Africa, Alaska and Inca. Then it uses abstract 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 is a ol faction chocolate whole toneing fragrance thank to chocolate, the women lead find Axe users irresistible. Axe also launches limited edition variants like Recover and Shock in 2008.However, Axe encountered many controversies like its s dwell and depraving advertisement and its deodorants include ingredients tested on animals. The industry Axe is a one of the European leader of the male grooming products thanks especially to the selling 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 role in the market ( mark off perfume Company, Old 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 packaging. First of all, I will insist on the TAG Fragrance Company who dominates the European body spray market with Axe. TAG Fragrance Company was a subsidiary company of Global Gillette when his lead product, TAG Body Spray, was released in 2005. Then, in 2007, Procter and Gamble bought Gillette and dissolved this company. drawa As you can see, the packaging is very similar from Axe.Also, the advertising for TAG Body Spray looks similar 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 gaminess who is the American 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 create around a colonial theme.Therefore, sailing ships are used as a trademark. Over the years, those various ships have become a valuable trademark for Old Spice male product. Old Spice m anaged 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 of import new entrant in the market the brand RGX and how the brand tries to flunk 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 enter a body spray market with an excellent marketing strategy. First, the RGXs product is mainly directed at older men that is to say customers who dont 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 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 do 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 might 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.