Marketing Mix is a device created by Neil H. Borden to determine what a brand or product has to offer. This type of marketing incorporates the four P 's, which are price, promotion, place, and product. In Canada and around the world middle class and upper middle-class individuals are familiar with Axe body spray. AXE has become somewhat of a cultural phenomenon because of the theme of their commercials which focuses on sex, relationship, and lust. Unlike Tag, Deodorant AXE has managed to stay relevant by getting customers to purchase their product through active promotion. AXE uses “sexy” women and successful rappers to attracted young impressionable men to buy their product.
Axe body spray is priced to compete with other body sprays such …show more content…
AXE has a broad range of products that are aimed at different market segments. These market segments include geographic segmentation, demographic segmentation, behavioral segmentation, and cultural segmentation. AXE uses these market segments to reach more customers by defining what the customer wants and when he/she wants it. As a matter of fact, Axe intentionally divides a broad segment of the population i.e. it’s target market into more manageable subsets that have the same needs, hobbies, and priorities. In doing so, Axe can now put in place specific marketing strategies to target the desired consumer to increase …show more content…
This approach uses data to create a particular product line for each area. For example, Axe sells a product called “Island Antiperspirant Stick” which boasts that it can keep a person fresh and dry for 48 hours, which is important for individuals who live in hot regions
Demographic segmentation: is segmentation based solely on statistical data of the target population such as race, religion, age, and occupation. Individuals perceive a product of service differently according to demographics. Axe bridges this gap by providing different products to people of various race and sex. For example, Axe advertises a product Axe Anarchy for Her Daily Fragrance to female consumers. This is a form of demographic segmentation because Axe is advertising to individuals based solely on their sex.
Behavioral segmentation is a segmentation that divides individuals into people into different groups according to their habits and behavior. Experts believe that behavior segmentation is one of the best ways to build market
Axe body spray is priced to compete with other body sprays such …show more content…
AXE has a broad range of products that are aimed at different market segments. These market segments include geographic segmentation, demographic segmentation, behavioral segmentation, and cultural segmentation. AXE uses these market segments to reach more customers by defining what the customer wants and when he/she wants it. As a matter of fact, Axe intentionally divides a broad segment of the population i.e. it’s target market into more manageable subsets that have the same needs, hobbies, and priorities. In doing so, Axe can now put in place specific marketing strategies to target the desired consumer to increase …show more content…
This approach uses data to create a particular product line for each area. For example, Axe sells a product called “Island Antiperspirant Stick” which boasts that it can keep a person fresh and dry for 48 hours, which is important for individuals who live in hot regions
Demographic segmentation: is segmentation based solely on statistical data of the target population such as race, religion, age, and occupation. Individuals perceive a product of service differently according to demographics. Axe bridges this gap by providing different products to people of various race and sex. For example, Axe advertises a product Axe Anarchy for Her Daily Fragrance to female consumers. This is a form of demographic segmentation because Axe is advertising to individuals based solely on their sex.
Behavioral segmentation is a segmentation that divides individuals into people into different groups according to their habits and behavior. Experts believe that behavior segmentation is one of the best ways to build market