Integrated Marketing Communication of Axe

Running head: INTEGRATED MARKETING COMMUNICATION
IMC of Axe
Name of the Student
Name of the University
Author note

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INTEGRATED MARKETING COMMUNICATION
Table of Contents
Introduction:....................................................................................................................................1
Segmentation:..................................................................................................................................2
Persuasion Analysis:........................................................................................................................2
Analysis of the current advertisement:............................................................................................3
Current IMC:...................................................................................................................................3
Conclusion:......................................................................................................................................4
Appendix:........................................................................................................................................6
References:......................................................................................................................................7

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INTEGRATED MARKETING COMMUNICATION
Introduction:
Integrated marketing communication is the approach of combining various tools and
promotional platforms to achieve maximum penetration in the market so as to generate the high
profits. Luxton, Reid and Mavondo (2015) while referring to the term ‘integrated marketing
communication as the method which business organisations use to create strong market images
among consumers by aligning all the promotional methods ranging from print media to digital
media. The multinational companies in order to maintain their leading positions in the global
market, are required to acquire brands which attract immense costs. Thus, it becomes imperative
for them to market its brands aggressively in the global market in order to earn higher returns on
the capital invested towards acquiring, maintaining and marketing the brands. The paper aims to
delve into the use of IMC in corporate organisations to enhance the value of the brands they own
using IMC. The study would commence under the stewardship of Axe, the men’s grooming
brand owned by Unilever (Unilever.com. 2018).
Segmentation:
This strategic customer persuasion technique enables Unilever to segment the market of
its brand ‘Axe’ geographically, demographically and psychographiclly. The main markets of
Axe are Asia, North America, South America, Europe, Australia and Africa, to a minor extent.
The main target customer segments of the brand are young and middle aged urban customers. As
far as psychographical segmentation is concerned, Axe targets customers who enjoy grooming
themselves (Kitchen 2017).