Business Axe Commercial Research Essays - 1132 Words

Introduction with Background Information Company Axe is one of the 400 brands which is belonged to Unilever Company. The portfolio of this multinational company focuses on health and wellbeing mainly, including food, beverages, cleaning agents and personal care products. Many world-leading brands including Axe, Lipton, Knorr, Dove, Hellmann’s and Omo are some of these brands (unilever.com). Market Axe Brand, which was named Lynx in Europe, was first launched in France in 1983 as a teenage boys’ grooming category (theguardian.com). For its first 19 years since 1983, AXE brand has developed its market merely in Europe. Later on, in 2002, AXE was introduced to another big market-- the U.S and increased its target customers†¦show more content†¦However, according to most of the commercials they did before, their advertisements are well known for sexual humor and exaggerated scenarios and exaggerated scenarios that play into male fantasies. Significant changes about the campaign has changed in the year of 2014. The way how the company promoted the Axe Peace fragrance line gave a new idea to the public with its content and meaning behind. The new global campaign and commercial advertisement is related to peace. The concept behind the advertisement and its marketing campaign was developed with the Peace fragrance because Axe often visits college campuses an d they finds peace and harmony are the topics and themes that are supported by students (time.com). Thus, it aims to generate the awareness of the peace message, as well as encouraging people to take simple but meaningful actions that will have a positive impact on the future of their world. Also, partnered with international non-profit organization, Peace One Day, Axe brand set a Peace Day on 21st September, 2013 (unilever.com). $250,000 from Axe brand was donated to the organization and is promoting it in its advertisements and on Facebook page (businessinsider.com). Besides these, the promotional campaign also includes a Kiss-For-Peace Twitter hashtag. Users can submit photos of themselves kissing to Axe, and the best photos are being broadcast on electronicShow MoreRelatedEthical Policies Vs. Corporate Social Responsibilities1238 Words   |  5 Pagesand senses make use of right or off-base. Presently apply this as business definition, the ultimate goal of the company is t o make profits and there can be either positive or negative Impact by the company on operation of business. Simply business ethics is the behavior of the business in accordance with the society or community [1]. Unilever Company Code of Practice Paul Polman (CEO) of Unilever Company reported that its business earned reputation based on integrity and interests in accordanceRead MoreNew Product Entry Strategies1678 Words   |  7 Pagestruly profitable business growth in an otherwise depressing economic environment. 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Unilever owns over 400 brands, amongst the largest selling of which are Aviance, Axe/Lynx, Ben Jerrys, Dove, Flora/Becel, Heartbrand, Hellmanns, Knorr, Lipton, Lux/Radox, Omo/Surf, Rexona/Sure, Sunsilk, Toni Guy, TRESemmà ©Read MoreEssay on Pre-campaign Analysis: Old Spice Brand Image1560 Words   |  7 PagesPre-campaign Analysis Research Research is a crucial step in determining the problem or issue faced by the organisation (Gregory, 2000). Old Spice conducted their research and found that the brand’s image was fading away along with their sales at the start of 2010 (Rowe, n.d.). The image that the public had in mind was that Old Spice’s products were something their â€Å"grandfathers† would buy and use (Effie Awards, 2011). Sales had dropped due to the increased number of competitors for bodyRead MoreThe Ethical Dilemma of Sexual Appeal in Advertising Essay2621 Words   |  11 Pagesadvertisement that carries a â€Å"sexy† message in it than one that does not. 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Economic Factors 5 3.3. Social Factors 7 3.4. Technological Factors 7 3.5. Environmental Factors 8 3.6. Legal Factors†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8Read MoreSexism And Its Effects On The Media3229 Words   |  13 Pageshamburgers or sandwiches in a very weird, uncomfortable and seductive way. For the 2015 Superbowl, Carl’s Jr. but out an advertisement that was said to be the most sexist ad of the Superbowl. The 30-second commercial, titled â€Å"Au Naturel† was promoting their All Natural burger. The premise of the commercial was a naked lady, model Charlotte McKinney, walking through a famer’s market eating a Carl’s Jr. burger. Through carefully placed items like fruit and vegetables, McKinney’s naked body is hidden, untilRead MoreScheduling The F requency And Timing Of The Promotion1589 Words   |  7 Pagesappropriateness of business information used to make strategic decisions. The two functions I am going to be talking about is finance and marketing for my organisation which is HM. Marketing: Marketing is the action or business of promoting and selling products or services, including market research and advertising. Market research is the action or activity of gathering information about consumers needs and preferences. HM need to use market research in order to improve their business and make furtherRead MoreThematic Comparison Of Literature Of Smart Cities1625 Words   |  7 Pagesbroad and comprehensive approach to improve the efficiency of city operations, citizens’ quality of life and the economy. The axes which move the development framework and improving the smart city are the economy, people, governance, mobility, environment and living. The development of smart city requires managing a complex system of factors in the line of the above axes. This is because everyone s dimensions give the actual value that is required to achieve the target. The smart city is definedRead MoreDove Marketing Research Paper3297 Words   |  14 Pages We used many methods to study young adult males and their purchasing patterns. We believed that it we were able to recognize their patterns, it may lead us to the reasons behind the lack of brand awareness in young adult males. The ethnographic research that was conducted led us to conclude that young males take into consideration many different factors when purchasing body-care products. The consumer that was observed studied the price, scent, and packaging when choosing the product. This consumer