Bài thuyết trình môn Marketing tích hợp. Chiền lược ra mắt sản phẩm Axe Instinct của Unilever

1. DREAM OF INNOVATION
INTERGRATED MARKETING COMMUNICATION
GROUP ASSIGNMENT
THE IMC CAMPAIGN LAUNCHING NEW PRODUCT RANGE OF
UNILEVER
AXE INSTINCT
GROUP MEMBERS
Mai Kim Oanh
Mai Kim Chi
Đặng Việt Mỹ Duyên
Trần Khánh Linh
Trần Vạn Phát

2. Background
SWOT
Market Analysis
Ideas
Campaign Roll out
AGENDA

3. BACKGROUND
• Axe was launched in France in
1983. This brand gains success
and the rest of Europe from
1985 onwards.
• 2013 launch in VN
• The trend for men to look for
products labeled "men only”
• “ Finding the second person in
Vietnam land on the moon”

4. BACKGROUND
MISSION VISION
To improve guys’s
performance in the
matching game by
making them
smell, feel and
look good
Axe gives guys the
Edge in playing
the Matching
Game

5. MARKET
ANALYSIS
- In Vietnam, male population
from 15-50 years old is almost
25.5 million (2013)
- The rate of male customer
using male health care is about
50% and male deodorant is
~18%. that rate doesn’t
increase in 3 years.
there is much more potential
in this industry
- 3 kinds of deodorant
product:
• Roll-on
• Aerosols
• Sticks
CONTEXT MARKET

6. MARKET
ANALYSIS
COMPETITORS
NIVEA X-MEN ROMANO REXONA
Brand positioning Control smell and
good for skin
Manly, hero image Manly, the
successful men
Youthful, pressed on
dried function.
Product Product line Popular (based
on function)
Roll-on & aerosol
Less
Roll-on and aerosol
Less
Roll-on and aerosol
Popular
Roll-on, Sticks,
aerosols.
Fragrance Popular in
fragrance, strong
Strong fragrance,
same on perfume
Strong fragrance Fresh, less difference
Disadvantage Roll-on: cause
vestige on shirt
Prevent sweat less
than other brands
Preventing sweat is
not evaluated well
Not keep fragrance
long
Price (3) (1) (2) (4)
Advertising Functional Emotional Emotional Functional

7. MARKET
ANALYSIS
CONSUMER
• According to analysis, consumer will repurchase when they
used to use product before.
• 4 factors that consumer concern to deodorant product:
- Function and convenience
- Fragrance and long lasting scent
- Packaging
- Value
 Based on each of customer segmentation, the prior position
will be different.

8. SWOT
ThreadStrength
Weakness
Opportunity

9. SWOT
Strength
• The position of the
market leader in the
wold
• Attractive content that
catches right mindset of
male
• Consistent message
across
all maketing campaigns

10. SWOT
Weakness
• AXE’s target market is
limited
• Controversial
advertising often leads
to legal issues
• Difficult to catch the
share in the market
having big leader brand

11. SWOT
Opportunity
• Coming up with limited
Edition fragrances and
cooperate with gyms
• Consider working
together with well-known
extreme athletes
• Not out-dated message
may use through time for
marketing.

12. SWOT
Thread• Tough competition on
the market
• Price competition from
their rivals
• Spray emits damages to
the environment
• Risk of being a brand
for enhancing the men
sex appeal

13. IDEA
The Concept of Product
Capturing the timeless allure of rich and rare leather,
unities the rich scent of raw-hide leather with the
spiciness of pink-pepper and the warmth of
pepperwood to bring a raw, yet resered sensuality to
this masculine fragrance. Developed with the help of
world-renowned fragrance expert Ann Gottlieb. The
newest way that axe helps give guys an adge in the
matching game.
AXE Instinct_“Experience the power of leather”

14. The model customer
IDEA

15. “ I want to be a cool boy who appeals the girls. I
specially exciting with image of the men who wear
leather jacker and ride motorcycle”
BIG IDEA:
“All of things
you need,
just be AXE
Instinct”
Insight & Big Idea
IDEA

16. OBJECTIVE

17. CAMPAIGN
ROLLOUT
Phase 1: Launch
(01/04 – 01/06)
Phase 3: Sale
(01/08- 01/09)
Phase 2: Engage
(01/06-01/08)

18. LAUNCH ENGAGE SALE PROMOTION
Objective Raise brand awareness Be top of mind brand Increase the Sale
Figure
Key Message Live by the way you like and
attract girl by your own way
If you need help, Axe is
willing
Spray more, get more
Hooks “Phuot with Axe Instinct”
contest
Advertising Video
“Angel wake up” program Promotion program
Social tactics PR, Advertising, print ad,
Internet Marketing
PR, Internet Marketing Direct Markting
Personal selling
CAMPAIGN
ROLLOUT

19. PHASE 1
Launch “Axe Instinct”

20. ADVERTISING VIDEO PHASE 1
Video content
around the story of a
casual men who don’t
have anything specially but
base on using Axe Instinct,
he is more attractive. This
make the girl relate to the
image of a handsome boy
with 6 packs, wear leather
jackets and run morto.
Influencers sharing Run as teaser on website and social media

21. “PHUOT WITH AXE INSTINCT”
CONTEST PHASE 1
Contest Description
The playground for young people who
have passion in “phuot”. They send to
AXE the pofolio include: where they
want to go, explain and the budget.” The
most creative writing will sposor 100%
fee for their trip.
Viral Clip of Vlogger

22. PHASE 2
ENGAGE WITH CUSTOMER

23. “ Angel wake up”
campaign
Every product added
with a QR code. The
user have the QR code
will be receive a calling
from a girl in the
morning to wake up
him get up.

24. PHASE 3
SALE PROMOTION

25. Objective: Increasing sale for Axe Instinct
Strategy: Using direct marketing, sales promotion and personal selling
Cinema
Universities
Men Zone
GOLD Stores
DIRECT
MARKETING
Sampling Campaign
Build Brand Block
Sampling Boost

26. Objective: Increasing sale for Axe Instinct
Strategy: Using direct marketing, sales promotion and personal selling
Sampling Added Product

27. PERSONAL SELLING

28. THANK
YOU FOR
YOUR
LISTENING
Q & A