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

Background

SWOT

Market Analysis

Ideas

Campaign Roll out

AGENDA

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”

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

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

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

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.

SWOT

Thread Strength

Weakness

Opportunity

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

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

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.

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

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”

The model customer

IDEA

“ 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

OBJECTIVE

CAMPAIGN

ROLLOUT

Phase 1: Launch (01/04 – 01/06)

Phase 3: Sale (01/08- 01/09)

Phase 2: Engage (01/06-01/08)

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

PHASE 1

Launch “Axe Instinct”

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

“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

PHASE 2

ENGAGE WITH CUSTOMER

“ 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.

PHASE 3

SALE PROMOTION

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

Objective: Increasing sale for Axe Instinct

Strategy: Using direct marketing, sales promotion and personal selling

Sampling Added Product

PERSONAL SELLING

THANK YOU FOR

YOUR LISTENING

Q & A