Marketing report Axe Deodorant body spray

bản nghiên cứu về các chiến lược marketing của nhãn hàng xịt khử mùi Axe . Bài làm có các phần phân tích cụ thể về Microenvironment, macroenvironment, 4ps, swot và recommendation. trong microenvironment, báo cáo thể hiện được những yếu tố như company, suppliers, competitors, marketing intermediers và publics. trong macro, báo cáo phân tích cụ thể rất nhiều loại môi trường có ảnh hưởng và tác động đến sản phẩm xịt khử mùi Axe

www.hoasen.edu.vn MARKETING REPORT AXE DEODORANT BODY SPRAY GROUP LECTURER : Ms TRẦN THỊ THU HIỀN SUBJECT : PRINCIPLE OF MARKETING GROUP’S MEMBER: VÕ THỊ NGỌC CHÂU VƯƠNG MINH ANH TRƯƠNG NGỌC PHƯƠNG DUNG NGUYỄN THỤY MINH ANH LÊ KIM ANH TABLE OF CONTENTS  Executive summary .3 A INTRODUCTION B MAIN PART .6 I Microenvironment II Macroenvironment III SWOT 10 IV 4Ps 11 V Recommendation .20 VI Conclusion 21 REFERENCE 21 2 Executive summary Unilever is a multi-national company owning many of the world’s consumer product brands in food, beverages, cleaning agents and personal care product Unilever headquarter is in Rotterdam, Netherlands, and London, United Kingdom In Vietnam, the company located in Ho Chi Minh city (Source: Wiki) In Doanhnhansaigon newspaper, Unilever is said that its turnover has not stopped growing since 1995 The company increases profit margin from 10 million USD up to 240 million USD in 2002 According to Business Monitor International (BIM), the average growth of Unilever Vietnam turnover is 18.5 % annually in years, and reached the figure of $ 700 million in 2010, $ billion in 2012 One of products which belongs to the company is Axe which is launched in France in 1983 Axe is the best-selling men’s fragrance brand in the world and is market leader in most of the 60 countries, gaining 10%-20% share of the market In Vietnam, Axe increases their sales and market share year-over-year Axe has a wide range of personal care products: • Deodorant: deodorant aerosol body spray, deodorant stick, deodorant roll-on, • • • • • antiperspirant aerosol spray (Axe Dry), antiperspirant stick (Axe Dry) Shower Gel Aftershaves and Eau de Toilette Shampoo Skincare Hair Styling Among these products, the lead product is deodorant body spray Target customers of Axe body spray are men aged from 15-35, who always hope to own attractive body odor to become more confident in their life This marketing report is conducted to provide a summary of information which helps people have a deeper look at all element affect to marketing strategies of the Unilever Vietnam for the product “Axe body spray” and what company’s marketing strategies are in order to gain best sales performance for this product Therefore, it includes a carefully and meticulous observation about micro environment , micro environment and SWOT The most 3 important, it demonstrates how the 4Ps of marketing mix was used for better marketing of product 4 A INTRODUCTION During the opening of the current economy, especially after Vietnam joined the WTO, we can not underestimate the importance of marketing strategies to help local businesses compete with businesses foreign country Because marketing is a function not only in business, but also the philosophy led the entire operation of the business in the detection and satisfy customer needs Nowadays, in the market t here are a lot of the products of different brands, that makes consumers have more choices Besides the cosmetics for female development becoming increasing, the products exclusively for men also develop equally Not to mention the pioneering brands like X-Men or Romano, AXE brand is preferred by consumers and appreciated in recent times In spite of competing with so many other products, in recent years the turnover of AXE is always in the top of deodorants for men bestseller To achieve this success, surely the leaders of AXE had to implement marketing strategy very successfully So the strategy that AXE was used is what makes this brand be so successful? While the market for male deodorants is increasingly saturated That is the reason for my group’s report topic is marketing strategy product of AXE deodorant spray This report helps us to have an insight into most of the market and how companies implement strategies to promote products and maintain the success of the product Besides, this report will also help students understand the basic knowledge to get a marketing strategy It is also the foundation for student attend the advanced courses in marketing To implement this report, our group used reference source from the book as well as information from the Internet and textbooks Principle of marketing of Hoa Sen University 5 B MAIN PART: I Micro Environment The company: : Axe is a brand of male grooming products owned and operated by Unilever which is the 3rd largest consumer goods company as of 2011 Unilever is one of the world’s leading suppliers of fast-moving consumer goods such as foods, home care and personal care Their portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, premium shampoos and daily household care products Some of their famous brands are Lipton, Knorr, Dove, Axe, Omo, Sunlight, Lifebuoy, Clear, Pond’s… and they have 14 brands with sales of more than €1 billion a year (About Unilever, 2015) Unilever Vietnam was established in 1995 It is a step in the overall strategy of Unilever Unilever Vietnam is actually a set of separate companies: Lever Vietnam joint venture based in Hanoi, Elida P/S in Ho Chi Minh city and Best Food Company is also located in Ho Chi Minh city It currently has five factories in Hanoi, Cu Chi, Thu Duc, Bien Hoa Industrial Zone with more than 2000 employees The company has sales distribution network nationwide through more than 350 major distributors and over 150.000 retail outlets (“Introduction about Unilever Vietnam”, 2013) Suppliers: The suppliers provide the resources needed by the company to product its goods and services With Axe, suppliers provide materials for packaging and ingredients for producing Competitors: Company Brand positioning Product Product lines Functions Scent Nivea for men Nivea Body care X-Men ICP Comfortable, manly Diverse Poor Roll and Spray Roll and Spray Very good, Comparative long time Diverse about Strong scent, scent, manly like perfume Romano Unza Dry, common Poor Roll and Spray Comparative Manly 6 Disadvantage s Advertising Causing yellow streaks on customers’ cloth Functional Prevent sweat lower than other brands Deodorizing function not good Emotional Emotional Marketing Intermediaries: - Resellers: Co.op Mart, Big C, Metro, Circle K,… Physical distribution firms: These organizations help the company stock and move products to consuming place They have to be strong connected to the company - because it effects on Axe’s extension campaign throughout Vietnam Marketing services agencies: including marketing research firms, advertising agencies, media firms and marketing consulting firms All of them help target and promote Axe products to the right markets The target market of Axe is young man from 15 – 35 years old At this age they really care about the grooming products for men Marketing services agencies are tools help Axe deodorants attack this target - market and understand customer needs and demands Financial intermediaries: including banks, credit companies, insurance companies and other businesses This factor is very important with marketing campaign of Axe because it provide financial for company to produce and distribute products Publics: - Financial publics: this group affects to Axe’s capability of ensuring funds Major - publics of financial publics are banks, financial companies, insurance companies Media publics: including press agencies, television, magazines,…Axe have to interest - in how they report beneficially about Axe’s products Government publics: The activities of company requires to comply with rules of the state about advertising honestly, rights and responsibilities of firm, consumer rights, - social environment through the legal system,… Local publics: Axe build good relationships with local organizations Citizen-action publics: including consumers organizations, environmental groups, minority groups and others One good relationship and meet the requirements of these - groups will create good reputation for Axe products and company General public: Axe have to follow behaviors of wide public to Axe’s products, services and activities Axe’s image in public’s eyes influences on marketing activity of it Internal publics: including the workers, managers of Axe Customers: - Consumer markets: male (especially at age 15-35) - Reseller markets: Co.op Mart, Big C, Metro, Circle K,… - 7 II The Macroenvironment: The Demographic Environment In Vietnam, the population reached 90 million, among them the male population aged 15-50 accounted for nearly 25.5 million people (2013) Percentage of men use care products for men is ~ 50% which sectors deodorant for men only accounted for ~ 18% Of users concentrated mainly in two major cities: Hanoi, Ho Chi Minh City The level of this ratio does not increase over the last years (Mai, 2014) The Economic Environment One cited statistics from the Chinese press indicate that deodorant industry is heading the Top in 13 categories were to be highly profitable in China In Vietnam, the growth rate of this sector were 24.4% in 2012, higher than the bottled water industry and some sectors of FMCG group (Le, 2013) Share on deodorant potential of the industry, Mr Phung Ngoc Trang, Deputy General Director of Sales Co ICP (International Consumer Products), said that this is the sector with margins relatively high compared to other sectors in the current period In the future, the market will gradually deodorant industry moves to a spray products, the Rexona, AXE (Unilever PLC) and X-men (ICP) is being considered as the product has many more advantages On the other hand, “While the rate of growth in the FMCG sector in six major cities seem to be saturated in recent times, the rural market is emerging as a new source of growth for many manufacturers This story once again be seen very clearly in the first half of 2015 The rural communities in Vietnam make up 68% of 90 million people and now only 54% of sales come from FMCG in countryside Moreover, rural residents are now prioritizing investment in education, and who had the income growth of about 44% in years Over points above shows potential rural market many opportunities but many businesses have yet to be known” Identified by Alex Jeater (2015) , Senior Manager in charge of retail measurement services of Nielsen Vietnam The Technological Environment 8 Nowadays, the market has a lot of deodorants and cosmetics for men Over time, the deodorants are improved day by day, from book rolls, stick or spray Furthermore, they are complementary components skincare, whitening Besides, they can hold long odor Cosmetic companies constantly develop their technology in product’s functional and packaging improvement The Natural Environment Vietnam has monsoon climate, it is hot and humid all year round Therefore in the summer, rising temperatures cause much more human body sweat, especially in men This is advantageous to the deodorants have a chance to thrive The Political and Social Environment As of October, there are nearly 4,200 procedures in the field of tax cuts, facilitate people making administrative procedures (Tu, 2014) Vietnam's business environment is expected to have much breakthrough in 2015 when the issue of institutional reform, creating the best conditions for the development of the private sector is seen as a prime target today This is a good basis for faster progress of Vietnam in 2015 with a free trade agreement will be signed But it also put Vietnam before new challenges on request finishing faster business environment, attract investments, generate momentum for the next development steps According to the annual report on the ease of doing business in 2015, the World Bank noted, areas in which Vietnam has reformed in business regulation is the loan At the same time, Vietnam has helped companies reduce costs by reducing tax corporate income tax rate However, Hang (2014) believed that tax remains the biggest obstacle to business operations in Vietnam when each unit takes the average taxpayer 872 hours / year On the other hand, in Vietnam, people are deeply influenced by Asian culture, so when the products or advertisements are introduced to the public, they need a certain delicacy If they have slightly objectionable content, they will not be accepted The Cultural Environment From past to present, all of them have beauty needs for themselves and attract the opposite, the fastest way to make an impression that is the scent In business and everyday life, if your body emits a pleasant scent, which means you take care of yourself and respect 9 the other person However, Chau (2012) said that when no beauty products for men, men often use women's products Thus, when market have the deodorants and perfumes for men, they are very well received This is a favorable factor for the development of deodorants for men SWOT III Strengths: Send creative messages to customers Products with affordable price, easily to buy Wide extension around the world Succeed in advertising operation Strong emotional touch to customers Nice, catchy package Leader of spray deodorant trend Weaknesses: Objectification of provocation, showing a rude attitude, weakening the reputation of - the brand Inflexible target customer (always young man from 15 to 35) Focus on spray products advertising too much while Axe production line is diverse Opportunities: - Create new product lines, targeting female customers Maintain better standards of products quality Unified advertising operation throughout the world Continuous innovation Threats: Risk of becoming a brand for increasing the men sex-appeal in customers’ eyes Copied by the competitors Destroy the expectation of consumers Spray emits have bad influences to natural environment - IV 4Ps: Product : Product category: Personal care Product line: There are a wide range of personal care products: - Deodorant: deodorant aerosol body spray, deodorant stick, deodorant roll-on, antiperspirant aerosol spray (Axe Dry), antiperspirant stick (Axe Dry) 10 10 Axe Dark Temptation Axe Click Axe Twist 12 12 Axe Apollo Product feature Axe is known as the best-selling men's fragrance brand in the world Axe is ranked as creativity and modernity brand Axe products have affordable price, high quality, and attractive design These products are priority for men, especially for young males from 1535 years old Axe keep focusing on innovation to produce new fragrance, so products have diversity of fragrance Axe Vice: a blend of coconut, marshmallow, hazelnut and caramel Axe Dark Temptation: chocolate fragrance Axe Provoke: fragrance of coconut, marshmallow, hazelnut woods, amber and vanilla 13 13 Axe Apollo: scent of fruity and musky Axe Twist: a combination of sandalwood and cedar scent Axe Click: blend of cranberry, rhubarb, and green citrus scents Product Style and Design Quality: All the variants of Axe deodorants have been proved that are skin friendly and longlasting fragrance products through the dermatological test Packaging: Axe is contained in an iron bottle with twist-top which can easily to hold and to spray Most of color backgrounds of packaging of Axe deodorant body sprays are black, except some products are different with an olive green or royal blue casing Each product line has its design to make the different presence For example, Axe Dark Temptation has brown color symbolizing chocolate flavor The differentiation of the color can easily draw customer’s attention Moreover, the simple, attractive design and the sturdy bottle that is suitable for men, because they like simplicity Packaging can be known as brand image, when customers see the packaging, they can easily determine it AXE Font size of label “AXE” is designed impressively and remarkably Labeling is a part of packaging with information of product on the bottle including price, manufacture date, volume, instruction for use, and ingredient Brand Name: The Axe man effect! Axe or Lynx is a men’s fragrance brand that owned by Anglo-Dutch company Unilever The brand is named Axe in most of the world, except Australia, New Zealand, Ireland, and the United Kingdom called it Lynx, because of trademark conflicts Axe launched their body sprays products in France in 1983 In 1985, the great success in French motivated the company to expand to the rest of Europe and Latin America In addition, they have moderate impacted in Africa and Asia In 2012, Axe launched to Vietnamese market Brand Positioning: “The Axe Effect” 14 14 Theoretically, there are three way to position the brand including product attributes, benefit, and beliefs and values Axe positioned on beliefs and values Axe arouse dream for which all boys crave: “There are many girls around him” The purpose of AXE positioning is to impart their message to customers that if you used AXE products good smelling will attract women, giving you more confidence to get the girl you dream of The company convinces their customers that if they use AXE products they will have the same thing as the advertisements implied Brand Development There are four choices to develop brand that consist of line extensions, brand extensions, multi-brands, and new brands Axe followed line extension way “Benefits of our sub-market are that, as our crowd gets older, the brand will evolve with them Our target will not become tired or grow out of our brand”, says the company New fragrances and new campaigns have played an important role in the success of the brand Each year, Axe always offers new flavor, and adds new features to the products, such as 24 hours body odor protection Recently, the company introduces Axe Dark Temptation with chocolate flavor by “Chocolate Month Of The Year” campaign Axe also created more campaigns in many countries, for example, “Call Me”, “Axe Click”, and "Axe-Looking for Second Vietnamese to Enter Space" to introduce their products Promotion Advertising : It is said that advertising is a mean of promotion which is utilized by Axe in order to approach with the target customers in Vietnam It has a variety of expressed forms, such as TV commercials, print ads, boaring, outdoor , banner in Internet Axe thoroughly takes use of it appearances in social media by channels : Webpage of Unilever Vietnam, Facebook, Youtube, and Zingme Positioning to help males look more wonderful and be more confident in front of females, Axe always connects definition “Axe Effect- irresitable attraction” in all its campaigns Axe’s advertisement are so vastly favorite that it was fallen into the most 15 15 original pleasant advertisement list on Youtube In the first ad which was performed in Viet Nam , it mainly expressed a picture of normal man , who was wearing Axe Deodorant Body Spray, became extremely attractive to surrounding women These ladies seemed to become naughtier and want to run crazily after the man after smelling fragrance from him However, according to opinions of experts, this kind of advertising which emphasized sex appeal would less be enjoyed by TV audiences because it not actually suitable with Vietnam culture After that, two new TVCs of Axe including Axe Apollo product and campaign, which named “Fire man” and “Rescuer” was accepted more widely by meaningful motif “Hero saves Beauties” Both TVCs connected the picture of an a astronaut with tagline “Nothing beats an astronaut” Kanta Media revealed that only in months : and 6, Axe paid 2,3 million dollar for communication in Vietnam and fee for ads in TV made up more than 83% (“Axe vs PhinDeli: A Marketing Fight named Bring Second Vietnamese to space”, 2013) In a similar way, Axe’s print ads also portray seductive astronaut who can knock out other guys, be a baseball player as he might It brings to audience – product users- a feeling like the actual astronaut- strong and confident- to conquer all beauties.(Le,2015) Generally, in most advertisement, Axe all uses strong gender attraction content Its core message is that normal/ skinny man becomes so seductive that all “ Girls make the first move” (“Marketing Axe Final PDF Share 12653972”, 2011) Besides that is fashionable and modish designs of Axe products However, Axe sometimes has a humanistic advertisement That is the ad: ”Make love, not war” in the Axe Peace campaign Although it has not performed directly in Vietnam yet (just was performed in the U.S market) , its message is sent throughout the world, included Vietnam, through shared video clips on Internet Public Relations: Appeared in Vietnam in the beginning of the year 2012, Axe used Public Relation tools to affirm its top position in deodorant market for men Based on its advertisement and publicity stunts , it has always successfully promoted the core message : “Our fragrance will help you have her”(Axe Report, 2010) Awareness of consumers constantly are reinforced by a humor and attractive story telling factor and a system of videos which was appeared commonly in mass media Like its promotion strategies in all countries in the world, Axe always knows how to nurse its new product by successfully launches For example , in order to promote the product “Axe Apollo” and campaign “AXE BRINGS 2ND VIETNAMESE TO SPACE”, company constantly celebrated many events, 16 16 press conferences Information about products and campaign rises densely on newspaper, brochures, TV and other mass media (Source : Brandsvietnam.com) Axe sponsored activities and programed designed to support and give its brand come closely to costumer, such as Axe Race contest, Axe Apollo contest, Big event " Getting Girls" at Hàng Rong Game 17 17 It also organized many hot events such as " Hunting Angle " at Megastar Hùng Vương (6/10/2013) , Axe New Years Eve Party - Sailing Club at Nha Trang (31/12/2013), Axe Apollo Gala at Hanoi Vincom Mega Mall( 27/ 10/2013) (Source : Facebook Axe Vietnam) Besides, Axe uses others channels to communicate with its customers : Facebook, Youtube, Zingblog However, it is not really highly updated Sales Promotion : Axe linked with webpage Hotdeal.vn to give vouchers for customer at store Guardian : " bottle of bath milk (300 ml) + bottle Axe body Spay (150 ml ) , voucher valued 100.000 VND , discount 37 % with original price 18 18 Furthermore, Axe always links with other brands or system groceries , supermarket and resellers to carry out their attractive incentive programs To match with its positioning, its always choose the product brands for men to link 19 19 (Source: Facebook Axe Vietnam) In addition, Axe sometimes has mini games on its Fanpage to give customers chances to win something such as a ticket attending the Clear's event or its products Price: One of the reasons to create the body spray line is that it can take place of perfume because perfume is too expensive Axe sets up its price at 89.000 vnd for all its 150 ml bottle of body spay and 39.000 VND for all its 50ml bottle of body spray, despite of difference in flavor This level of price is acceptable and affordable with its target customers : middle and higher income group Compared with other deodorant in the same market segmentation, this level of price is quite competitive 20 20 Place : Distribution: Nowadays, distribution model of Unilever is applied to every business men in Vietnam for developing the market In 1995, Unilever entry to Vietnam, they decided to create a market system and distribute to whole country, cover 100.000 locations Launched in Vietnam in beginning of 2012, until now, products of Axe are sold widely in market, we can find them everywhere: convenient shops, malls or supermarkets Therefore, customers is easier to find and buy this product In addition, identified product system of Unilever is still better than P&G When you go to a supermarket, you’ll realize Unilever’s product cover thicker than P&G’s Truly, when we walk in supermarket, we can understand how strong strategies and coverage of Unilever in Vietnam market Unilever still focus to distribute Axe products mainly in some big cities such as Ho Chi Minh, Ha Noi, Da Nang, Can Tho, Hai Phong…… Customer can buy AXE’s product online, it’s convenient for them (not to go out, far distance) In supermarket, on the shelf, they put all the variants side-by-side which attract customer’s sight easily and make them curious about the brand so they will have more knowledge about this products Moreover, customers can find the product to purchase by these website: www.unilever.com; www.amazon.com; www.healthpricer.com; www.drugstore.com Logistics: 21 21 They use four main departments with thousands of employees set up with an organization chart for each one They range from small managers, managing floor employees up to the top managers who in turn report to even higher managers until the information reaches the senior corporate officers who report directly to the board of directors The four departments and what they are responsible for are: Customer Service - Logistics: This department is responsible for "solving challenges such as on-shelf availability Roles include order management, working at the interface between warehousing and transportation, and ensuring products arrive as promised to meet customer needs" (Supply Chain*) Customer Service - Plan: This department is responsible for "demand planning which is using market knowledge to determine potential sales Using this data, supply planning ensures factories are able to meet these sales demands on time and in the most cost effective way possible" (SC et al, 2012) Supply management: This department is responsible for "optimizing the cost and quality of what we buy through the intelligent sourcing of materials, packaging and non-production items The team explores new ways of working with suppliers and plays an important role in technology innovation" (SC et al, 2012) Manufacturing management: They are responsible for "constantly improving efficiencies and when needed adapting to changing demands As a manager, you will be responsible for a team's quality, output and costs” (SC et al, 2012) V Recommendation Entry into the perfume industry under the same name Approach to both gender Release deodorant for women Entry to soap market under the same name for expanding reputation, especially “soap for me” segment Have more ideal about packaging and favor for customers to have more options and suitable product Push promotion strategies stronger and wider Try to make the campaigns not be offensive to women 22 22 Extend the range of target audience to women and homosexual males Change to light smell, not to be musky Have more sales program VI Conclusion: Although having just appeared in Vietnam market more than years, Axe deodorant body spray product of Unilever gains significant success based on carefully observation with Microenviroment as well as Macroenvironment, SWOT and conducting marketing mix intelligently Throughout this marketing report, we can assess that all 4P’s of marketing mix are derived from customer insight The competition of deodorant brand is more and more dramatic and stressful; however , Axe still stands stably because it always know how to provide for customer separated values This marketing report is a precious documentary source for who cares about Vietnam cosmetic market in general and Vietnam deodorant market in particular Seeking and collecting information about those thing give us a deep understanding about marketing of this company From that, we have a chance to apply the knowledge which we was studied in class to collect and analysis the information, practice report writing skill and have own point of view in considering marketing strategies of a company References: Abhishek, K D., Rishad, M., Robin, G., & Sonali, B (2015) AXE MARKETING REPORT FINAL[PowerPoint Slide] Retrieved from docslide.us: http://docslide.us/documents/39526534-axe-marketing-report-final.html About Unilever (2015) Retrieved from https://www.unilever.com/about/who-we-are/aboutUnilever/ Alex, E., Vora, S., Partha, P., Murthy, M., Mohanty, S & G, K (2015) Axe DeodorantMarketing Plan [Powerpoint Slide] Retrieved from http://docslide.us/documents/axedeodorant-marketing-plan.html Ali, M.A., Rai, G., R., A & Datta, A (2015) STP & 4P’S OF DEODORANT [Powerpoint Slide] Retrieved from http://docslide.us/documents/stp-4-ps-of-axe-deodorant.html 23 23 Anafts (2010) Retrieved from slideshare.net: http://www.slideshare.net/anafts/planmarketing-axe Aniranban, D., Anusuya, R., Gaurav, R., Mohd.Arif, A., Rahul, B., Rovin, S., Vaibhav, A (2010) STP & P's of Axe Deodorant Retrieved from: https://vi.scribd.com/doc/36558304/STP-4-P-s-of-Axe-Deodorant Axe (brand) (2015) Retrieved December 2, 2015, from https://en.wikipedia.org/wiki/Axe_(brand) AXE Brand Strategy Communication [Web log post] (2011) Retrieved from http://deodaily.blogspot.com/2011/12/brand-strategy-communication-httpwww.html Axe Deodorant Body Spray (n.d) Retrieved from http://www.amazon.com/s/ref=nb_sb_ss_i_2_9?url=search-alias%3Dbeauty&fieldkeywords=axe+body+spray+for+men&sprefix=axe+body+spray+for+men%2Cbeauty %2C387 Axe Deodorants Marketing Strategy (2013) Retrieved from http://www.managementparadise.com/knt.nallasamygounder/documents/5446/axedeodorants-marketing-strategy/ Axe Report.( 2010, February) Retrieved from http://vi.scribd.com/doc/27164264/AXEReport Axe vs PhinDeli: A Marketing Fight named Bringing the second Vietnamese to space (2013, October) BrandsVietnam Retrieved from http://www.brandsvietnam.com/tieudiem/2921-AXE-vs-PhinDeli-Cuoc-chien-marketingtim-nguoi-Viet-Nam-thu-2-bay-vao-vu-tru Axe/Lynk (n.d) Retrieved from http://www.basenotes.net/brand/axe-lynx Dom, T (2015) Marketing 4P la gi? Retrieved from haravan.com: http://www.haravan.com/hocvien/marketing-4p-la-gi/ Introduction about Unilever Vietnam (2013) Retrieved from http://luanvan.net.vn/luanvan/gioi-thieu-ve-cong-ty-unilever-viet-nam-47874/ Le,V.(2015, October) Phân tích Ads - Nhóm [Presentation Slide].Retrieved from http://www.slideshare.net/BachMaoMao/phn-tch-ads-nhm-4 24 24 Mai, O & Dang, D (2014) Ke Hoach Marketing San Pham Khu Mui D-Men [Powerpoint Slide] Retrieved from http://www.slideshare.net/maioanh52/cmo-thinkaction-2014bai-thivong-3peter-pan-group-3 Marketing Axe Final PDF Share 12653972[Presentation slides] (2011 May) Retrieved from http://vi.scribd.com/doc/55264175/Marketing-Axe-Final-PDF-Share-12653972 McCalmon, A (2012) Axe Body Spray [Prezi Slide] Retrieved from https://prezi.com/olhmb7ucpmul/axe-body-spray/ Minh, T (2014) AXE [ Prezi Slide] Retrieved from https://prezi.com/xe5mcrns9ors/axe/# Ogman, J (2014) AXE Company [ Prezi Slide] Retrieved from https://prezi.com/ahwzdvnlkjrc/axe-company/ Phan, L.& Do, H (2013) Cau lac bo nhan hang ty USD Doanhnhansaigon Online Retrieved from http://www.doanhnhansaigon.vn/chuyen-lam-an/cau-lac-bo-nhan-hang-1-tyusd/1077924/ Plan marketing Axe (2010) Retrieved from http://www.slideshare.net/anafts/planmarketing-axe Sachin, D (2011) Axe – HUL[PowerPoint Slide] Retrieved from slideshare.net: http://www.slideshare.net/SachinDhakrao/axe-hul Spacepeakers (2015) Copy of AXE [ Prezi Slide] Retrieved from https://prezi.com/e_x0kdkfqpmb/copy-of-axe/ Unilever (2015) Retrieved December 3, 2015, from https://en.wikipedia.org/wiki/Unilever 25 25 26 26 [...]... the most popular product is deodorant body spray Significance of AXE Deodorant Body Spray For Men is the combination of perfume and deodorant that brings masculine seductive fragrance The fragrance of Axe deodorant body spray is variety, but six fragrances below are popular: Axe Vice Axe Provoke 11 11 Axe Dark Temptation Axe Click Axe Twist 12 12 Axe Apollo Product feature Axe is known as the best-selling... http://www.amazon.com/s/ref=nb_sb_ss_i_2_9?url=search-alias%3Dbeauty&fieldkeywords =axe+ body+ spray+ for+men&sprefix =axe+ body+ spray+ for+men%2Cbeauty %2C387 Axe Deodorants Marketing Strategy (2013) Retrieved from http://www.managementparadise.com/knt.nallasamygounder/documents/5446/axedeodorants -marketing- strategy/ Axe Report. ( 2010, February) Retrieved from http://vi.scribd.com/doc/27164264/AXEReport Axe vs PhinDeli: A Marketing Fight named Bringing the... A (2010) STP & 4 P's of Axe Deodorant Retrieved from: https://vi.scribd.com/doc/36558304/STP-4-P-s-of -Axe- Deodorant Axe (brand) (2015) Retrieved December 2, 2015, from https://en.wikipedia.org/wiki /Axe_ (brand) AXE Brand Strategy Communication [Web log post] (2011) Retrieved from http://deodaily.blogspot.com/2011/12/brand-strategy-communication-httpwww.html Axe Deodorant Body Spray (n.d) Retrieved from... K (2015) Axe DeodorantMarketing Plan [Powerpoint Slide] Retrieved from http://docslide.us/documents/axedeodorant -marketing- plan.html Ali, M.A., Rai, G., R., A & Datta, A (2015) STP & 4P’S OF DEODORANT [Powerpoint Slide] Retrieved from http://docslide.us/documents/stp-4-ps-of -axe- deodorant. html 23 23 Anafts (2010) Retrieved from slideshare.net: http://www.slideshare.net/anafts/planmarketing -axe Aniranban,... Axe deodorant body spray product of Unilever gains significant success based on carefully observation with Microenviroment as well as Macroenvironment, SWOT and conducting marketing mix intelligently Throughout this marketing report, we can assess that all 4P’s of marketing mix are derived from customer insight The competition of deodorant brand is more and more dramatic and stressful; however , Axe. .. https://prezi.com/olhmb7ucpmul /axe- body- spray/ Minh, T (2014) AXE [ Prezi Slide] Retrieved from https://prezi.com/xe5mcrns9ors /axe/ # Ogman, J (2014) AXE Company [ Prezi Slide] Retrieved from https://prezi.com/ahwzdvnlkjrc /axe- company/ Phan, L.& Do, H (2013) Cau lac bo nhan hang 1 ty USD Doanhnhansaigon Online Retrieved from http://www.doanhnhansaigon.vn/chuyen-lam-an/cau-lac-bo-nhan-hang-1-tyusd/1077924/ Plan marketing Axe (2010)... Mai, O & Dang, D (2014) Ke Hoach Marketing San Pham Khu Mui D-Men [Powerpoint Slide] Retrieved from http://www.slideshare.net/maioanh52/cmo-thinkaction-2014bai-thivong-3peter-pan-group-3 Marketing Axe Final PDF Share 12653972[Presentation slides] (2011 May) Retrieved from http://vi.scribd.com/doc/55264175 /Marketing- Axe- Final-PDF-Share-12653972 McCalmon, A (2012) Axe Body Spray [Prezi Slide] Retrieved... the information, practice report writing skill and have own point of view in considering marketing strategies of a company References: Abhishek, K D., Rishad, M., Robin, G., & Sonali, B (2015) AXE MARKETING REPORT FINAL[PowerPoint Slide] Retrieved from docslide.us: http://docslide.us/documents/39526534 -axe -marketing- report- final.html About Unilever (2015) Retrieved from https://www.unilever.com/about/who-we-are/aboutUnilever/... through the dermatological test Packaging: Axe is contained in an iron bottle with twist-top which can easily to hold and to spray Most of color backgrounds of packaging of Axe deodorant body sprays are black, except some products are different with an olive green or royal blue casing Each product line has its design to make the different presence For example, Axe Dark Temptation has brown color symbolizing... closely to costumer, such as Axe Race contest, Axe Apollo contest, Big event " Getting Girls" at Hàng Rong Game 17 17 It also organized many hot events such as " Hunting Angle " at Megastar Hùng Vương (6/10/2013) , Axe New Years Eve Party - Sailing Club at Nha Trang (31/12/2013), Axe Apollo Gala at Hanoi Vincom Mega Mall( 27/ 10/2013) (Source : Facebook Axe Vietnam) Besides, Axe uses others channels to