ProductAnalysis
...cord when they have to switch to another new or unfavorable brand to find the fragrance of their choice. The threats to the product can be in the form of other competing products of other companies which also posses the same features provided by Axe. However, by maintaining the quality level, which axe is delivering, these threats can be minimized to a great extent. Product Life Cycle The product life cycle of any product comprises of the following basic stages: -Product development In this stage a company finds and develops a new idea. During product development stage, the sales of the product are zero and the company has to make large investments for the development of the product. The idea behind the development of axe deodorant was to provide a deodorant or some kind of fragrance which would prevent odor from perspiration and work out for a long time. Further, the fragrance that the company intended to develop would not only be a simple deodorizer but a sensuous and attractive fragrance itself which would not only promote its use and sale as a deodorant but a fragrant body spray as well which provide a feeling of confidence and attractiveness to the consumer. -Introduction During introduction, the growth of sales is steady and product is launched in the market. As Axe was introduced in the market, it attracted not only adult men but it was also successful in arousing awareness among teenage boys as well to explore and use it. -Growth The growth stage is a period of rapid acceptance and increasing profits (Kotler, Armstrong). As the awareness of axe increased among different age groups of men, its sales boosted to a very high level and are constant till today as there has not been a gap or different between the quality level provided the product from day one till today. This pleases the consumers most and makes them ‘hooked’ to the same product for a long time. -Maturity Maturity is a period of slowdown in the sales growth of a product as the product has achieved its potential buyers. At this level, there are certain chances for the profits to level off or decline as heavy investments are made to defend the product against other competing brands and products. But the case of the maturity level for axe is somewhat different. Axe was first launched in France in 1983. Today, Axe is giving guys the edge in the mating game in more than sixty countries. Axe holds first position in several European and Latin American markets, and to add to it has an increasingly powerful presence in Asia and the US, where it was launched in 2003. -Decline Decline, as the meaning of the world implies, is the stage where the demand and sales of the product fall and the profits. From its introduction, till today axe has not entered into decline stage and is constantly is the stage of growth. Levels of the Product There are three levels of a product: -Core Benefit The core benefit that was established for the development of Axe deodorant was simply to provide a deodorizer or anti-perspiring fragrance that would prevent perspiration odor for long hours. The core benefit level identifies what a customer is really buying. -Actual Product At this level, the product planners turn the core benefit into the actual product. Here, the product design, features, quality, packaging and brand name is decided upon. Axe deodorant is the actual product and its packaging style, brand name and quality are combined with it to deliver its core benefit. -Augmented Product Augmented product is built around the core benefit and comprises of additional consumer services and benefits. For instance, as axe introduces promotional offers such as offering a pack of axe shower gel and axe deodorant together where the shower gel is free of cost. Segmentation and Positioning The three segments that are relevant to Axe deodorant are 1-Young Men 2-Teenage Boys 3- Middle-Aged Men Axe has been established and renowned today as a ‘Youth Brand’. Hence it the segment which axe is focused is the young men. To cater this segment, axe needs to come up with continuous, bright, different and attractive ideas. As Mike Sheldon, who is the brand manager for Axe, said: ‘As a youth brand, Axe needs to keep coming up with surprises’ (Axe). Today Axe has established itself as the world’s eminent male grooming brand by adopting the methodology of coming up with a constant stream of new ideas. As a part of the marketing strategy of axe, they launch a new deodorant fragrance every year. This updates the profile of the brand and keeps consumers attracted and hooked to it as today consumers seek variety in products constantly. And when they find it in the brand they prefer, they tend to remain loyal to it by using its products always. Market positioning implies the image of the product in the consumers mind relative to other competing products. Axe has been successful in occupying a extremely favorable place among customers and has been constantly gaining its consumers votes the best ‘male grooming brand’. Every advertisement of axe depicts a new attractive scenario every time, favoring and increasing the use and awareness of axe deodorant among consumers. All this differentiates axe deodorant from its competing brands and products. The positioning theories used by competing brands are different, they do not alter ideas and scenarios to present the same message and the positioning of axe deodorant includes this. Consumer Buying Behavior Axe is sold with the name Lynx in Australia, New Zealand, Ireland and the United Kingdom. In many of the target countries, the television advertisements have shown axe deodorant as being an important factor in attracting potential partners which is commonly known as ‘Axe eff...