Page 357 - Foundations of Marketing

324 Part 4 | Product and Price Decisions

AXE body sprays are its most popular product, but when it to connect the action of attracting a woman to the product
first entered the U.S. market, the company was taking a risk. itself. For instance, the chocolate ice cream fragrance fea-
Until that time, body sprays were not marketed to men, as tured a commercial where women were licking the man after
they were considered to be more of a girl’s item. Yet AXE he used that particular scented body spray. Although AXE
quickly gained popularity by honing in on what many young promotes itself through Twitter and events, its commercials
men care about. tend to be its most notable promotion.
“Our target is really 18 to 24 ,” said AXE brand manager Young men have gravitated toward the idea that AXE
Mike Dwyer. “Our ads are exactly what an 18 -to- 24 -year- body spray can make them more desirable. However, what
old guy is thinking about. It’s gears and gadgets, it’s sports, AXE perhaps did not anticipate was its popularity among
or it’s girls. We focus very much on girls.” younger generations: male teenagers and tweens (those
AXE’s product features are both tangible and psycho- between the ages of 10 and 12 ). Although these younger
logical. On the tangible side, the smell of the product needs generations do not have jobs, they have significant influ-
to be pleasing to both men and women. The psychological ence in the family. Mothers often purchase these products
features of the product include desirability, masculinity, and for their children after they request them.
seductiveness. Many of the promotions that appeal to young men
To effectively manage the AXE brand, Unilever has to seem to appeal to preadolescents—namely, the desire to
regularly develop new products and manage existing lines. be accepted and feel “sexy.” Because preadolescence is the
Over the years, it has introduced several line extensions, age when many young men become more conscious of their
including hairstyling, aftershave, skin care, and shower gel looks, AXE provides a way for them to feel more confident
products. The company has also released an AXE fragrance about their body image. Unfortunately, preadolescents tend
called Anarchy for Her in Canada, so that girls can experi- to over-spray, and some schools have even banned the body
ence the “AXE Effect.” Anarchy for Her is meant to com- spray because it is distracting in class.
plement the Anarchy for Him male fragrance and has more Although the AXE brand can profit from its popularity
fruity and flowery scents. among the tween generation, this trend can also backfire.
Each year, the company introduces a new fragrance. For Young men traditionally have shied away from products that
example, one of its more recent fragrances includes a choco- are popular with those young enough to be their “kid broth-
late ice cream scent. In order to create scents that resonate ers.” Therefore, AXE makes it clear that its target market is
with its young male demographic, AXE hires professional for those between the ages of 18 and 24 . To respond to these
perfumers to develop the fragrance and even employs expert changing trends, AXE will need to continue developing and
“smellers.” Such efforts not only made AXE a market leader adapting products to meet the needs of its target market and
39
but also helped the male grooming industry as a whole. It is take advantage of new market opportunities.
estimated that, by 2015, male grooming products will be a
$ 33.2 billion industry. Questions for Discussion
AXE’s sexualized marketing and its appeal to young men 1. How has AXE managed its product mix?
have become what Dwyer has called the “AXE Lifestyle.” 2. How has AXE used line extensions to increase its reach
The styling of the product’s package is meant to convey among consumers?
seductiveness (the traditional package is black, but the color 3. Why are younger generations attracted to AXE
changes depending on the product). AXE advertisements try products?

NOTES

1
Ray A. Smith, "In Search of a Perfect Shave," do-more-blades-really-mean-better-shave/ Academy of Marketing Science , www.springerlink
Wall Street Journal , August 29, 2012, D1–D3; (accessed September 9, 2012). .com/content/8030v6q35851821t (accessed
Gillette website, www.gillette.com/en/us/ January 23, 2013).
2
Mike Esterl, “Coke Tailors Its Soda Sizes,” Wall
Products/Razors/Fusion/fusion-manual.aspx
Street Journal , September 19, 2011, B4. 4 Jack Neff, “Tide Pods Winning $7 Billion
(accessed September 7, 2012); Brian Palmer,
3 Robert E. Carter and David J. Curry, “Perceptions Detergent Wars By Redefining Value,” Advertising
“Do More Blades Really Mean a Better Shave?” Age , December 18, 2012, http://adage.com/article/
versus Performance When Managing Extensions:
Columbia Daily Tribune . September 9, 2012, news/tide-pods-winning-7-billion-detergent-wars-
New Evidence about the Role of Fit between a
www.columbiatribune.com/news/2012/sep/09/ redefining/238779/ (accessed January 17, 2013).
Parent Brand and an Extension,” Journal of the
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