Axe Brings Down the Hammer in the Body Fragrance and Persona Care Marketplace
- Based on details presented here, how does Axe use marketing research so that management can make better decisions about how to sell its products?
Unilever’s Axe body fragrance is one of the most known personal care products in men’s grooming brands all over the world. The brand enjoys a high level of popularity and loyalty from its devoted customers. Men’s grooming products have undergone a revolution in the 21st century with the needs of men evolving very fast so that companies have to carry out extensive research to ensure that their products retain their relevance and market share (Bhasin, 2018). Axe is in the front line in innovation and creation of products in response to the changing needs. The first and essential marketing strategy developed by Axe is a clear identification of its target group that includes men between the age of 20-25. The company does not chase its customers trying to produce body fragrances to their need’s past 25. With an identified target group, Axe can concentrate its production, research, and innovation to fit the members of the age group.
Marketing research is useful in the management and production in Axe. Young men are the core targets in the output so that the company hires young individuals conversant with the local trends, fads, likes, and dislikes and even who the men in the age group like to spend time with giving the production a competitive advantage. Young men have differentiated needs and like so that Axes sponsors events and activities that are attractive to the age group like sponsoring video games as well as hosting branded videos and giving young men a platform to contribute to the plot twists and characters in comic books (Jason, 2012). “Trendslators” and the research team help in translating new trends and carry out field trips to colleges and other regions with a high population of young men to get firsthand experience and analysis on the needs and challenges facing a brand aiding in better production and management.
- How does Axe use observation and ethnographic research to improve its marketing plan?
Observation skills and ethnographical research is useful in improving marketing since what works for the demographic in the past five years may fail to meet the needs of the current 20 to 25 years young men. Trends and fads that are popular and easily acceptable today may not be useful in the future of production, thus the need for observation and research to maintain touch. Axe observes the men dating journey, trails of friendship, sporting activities, and uses compelling facts to help men feel more confident and develop a personal relationship with the product. Earlier on, marketing research had identified a separate relationship between young men and women, leading to the development of advertisement that focused on getting the young men closer to the women (Givhan, 2015). The marketing strategy developed from the observation was effective in massive sales. After some time, the view of the demographic 20-25 years old changed its relationship with females was much closer so that the advertisement was changed to a closer and transparent relationship with women advocating for the use of Axe.
Ethnographic research is fundamental since what works for a white American may fail to appeal to the African American or Latina. Different ethnicities have their trends, slangs, and relationships based on their attitudes, characters, and even culture. Axe in the previous years, identified that their body fragrances did not appeal to the African American young men as compared to their White counterparts. After the introduction of Axe to the market, a team of researchers went to Howard University, one of the most prestigious African American college, to find out why the product failed to appeal to the target age group (Jason, 2012). The ethnographic research found out that Africa American men enjoyed talking about jeans just as much as women as well as comparing brands in terms of their publicity, color, and much more. The African American men demonstrated higher levels of confidence in discussing their style and grooming as compared to the White so that Axe developed the “Unlimited” line that appealed better to the African Americans.
- Hoe could Axe use internet research methods to broaden its understanding of young men’s culture?
Young men at the age of 20-25 are deeply embedded in online platforms like social media sites so that it forms part of their daily life. The youth culture is almost dictated by online platforms so that if a product is trending even through simple formats like memes, it can play a significant role in boosting its sales. Internet research keeps one in touch with what’s trending, current issues, challenges, and needs in the personal care industry (Jason, 2012). The 20-25 years target population is a sensitive group since what new in the market trends for a short time before it phases out; therefore, Axe needs to be ahead in the competition by studying, analyzing trends, and producing timely and relevant products.
The virtual culture is an avenue that opens up to the world of young men through a man’s perspective, a woman, and even the societal perspective and expectations of the young men. In the era of social media platforms like Facebook and YouTube, understanding the needs of the young men is natural and essential since they express their grooming needs at a more open perspective (Kapoor et al. 2018). Branding through such sites also provides relevant feedback and a basis for analyzing competitors to identify and borrow from their best practices. The use of internet research will guide Axe advertisement forging direct virtual relationships with the customers. Brand success is evident once the brand successfully breaks through in culture and develop cultural relevance that is catered for in online platforms. Internet research connects Axe to its vast worldwide market that may be difficult to access one on one developing publicity and market penetration in different countries across continents.
References
Bhasin, H. (2018). “Marketing Strategy of Axe – Axe Marketing Strategy.” Strategic Marketing Articles. Accessed on 08 May, 2020. Retrieved From: https://www.marketing91.com/marketing-strategy-axe/
Givhan, R. (2015). Axe Body Spray: The Sweet Smell of Success. Washington Post. Orlando Sentinel.
Jason F. (2012) “Axe’s Highly Scientific Typically Outrageous and Totally Irresistible Selling of Lust,” Fast Company. Accessed on 08 May, 2020. Retrieved From: http://www.fastcompany.com/3000041/axes-highly-scientific-typically-outrageous-and-totally-irresistible-selling-lust
Kapoor, K.K., Tamilmani, K., Rana, N.P. et al. (2018). “Advances in Social Media Research: Past, Present, and Future.” Inf Syst, Front 20, 531–558. https://doi.org/10.1007/s10796-017-9810-y