MKT201: Analyzing Axe's Integrated Marketing Communication Mix

This report provides an in-depth analysis of the integrated marketing communication (IMC) strategies employed by Unilever for its Axe brand. It begins with a segmentation analysis, highlighting the brand's target markets geographically, demographically, and psychographically. The report then delves into the persuasion techniques used by Unilever, such as reduction, funnelling, and tailoring, to influence consumer behavior. A critical analysis of Axe's current advertising strategy, particularly its iconic 'Axe Effect' campaign, reveals the brand's focus on value creation and its ability to maintain a strong global presence despite competition. The report also examines Axe's current IMC mix, which includes advertising across various media, promotional activities, sponsorships, and celebrity endorsements. Furthermore, it connects Axe's brand image to Roy Morgan's Value Segment, specifically the 'visible achievement' segment. The report concludes with recommendations for Unilever to expand Axe's market presence and product offerings to sustain its global position, with students able to find similar marketing and business reports and assignments on Desklib.

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

1
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

2
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).

3
INTEGRATED MARKETING COMMUNICATION
Persuasion Analysis:
Unilever markets Axe in the global market by using seven tools of persuasion to attract
its target customer segment. The first two tools which Unilever uses while marketing Axe are
reduction and tunnelling. Customers can direct click the ‘brands’ tab and then choose Axe from
drop down pane. This enables Unilever remove its other brands from the view of the consumers
and is known as reduction. The customer on clicking ‘Axe’ is directed to the official website of
the brand and is known as ‘funnelling’. The next step of tailoring is achieved by offering the
customers the entire product range available under the brand Axe. This singular and in depth
view of Axe acts as a suggestion tool, enables the customers to self-monitor his own needs
(Chambers, Sarkissian and Schill 2018). This strategic presentation of products enables Axe to
persuade and condition the need of the customers to finally purchase products under the brand.
Analysis of the current advertisement:
The current advertising strategy of Axe stands on its powerful catch line ‘The Axe Effect’
which speaks about the positive effects of using Axe on the consumers. The catch line conveys a
very strong message about the utilities of the products marketed under its brand name. An
analysis of the catch line would reveal that it means that consumers using Axe products feel
more confident and motivated. The product line of Axe consist of soaps, body washes, shaving
creams, shaving foams, shaving gels, shampoo, deodorants and aftershave lotions. All of these
products carry on the unique selling proposition of Unilever brands, high quality (Cavusgil et al.
2018). The products of Axe are available in diverse fragrances to match the mood of the
customers. The advertisements of the product sold under the brand name of Axe show that men
using Axe become more appealing to other, especially the members of the opposite gender. An
analysis of the advertisement of Axe would they reveal the value creation of the brand to the

4
INTEGRATED MARKETING COMMUNICATION
consumers. It is this value creation quality of the brand Axe which is led to its strong value in
global male grooming market. The strong advertisement strategy and the value creation attribute
of Axe has enable the brand to sustain its global position in spite of the strong competition it
receives from Old Spice and Gillette, both owned by P&G.
Current IMC:
The current integrated marketing communication mix of Axe consists of a combination of
advertisement and promotion on different media. Unilever advertises the products under the
brand Axe on local and national level newspapers and magazines. The products under the brand
Axe are advertised on the television. The company uses social media websites like Youtube and
Facebook to advertise the products. The marketing communication mix of Axe also consist of
sponsoring fashion shows and celebrity endorsements, to position Axe as a premium male
grooming brand. The Axe products like deodorants and shaving creams are also marketed in the
shopping males and retail chains by sales person of Unilever. The products under the brand are
also marketed on the ecommerce websites like Amazon. The company offers discounts on
purchase of Axe products on ecommerce websites (Foroudi et al., 2017)(Appendix). The
company also markets Axe and enables consumers to purchase Axe products from its official
website as well. This formidable and omni-channel marketing communication mix enables the
company to market the brand in the global market and generate immense revenue.
As far as Roy Morgan’s Value Segment is concerned, the brand Axe can be termed as the
visible achievement segment. This segment refers to the rate of satisfaction which customers
achieve by using the products offered under the brand. The customers using the brands are
extremely strategic and are capable of balancing between professional and family life. Thus, the
consumers of this category experience a great sense of success and personal achievement (Orazi

5
INTEGRATED MARKETING COMMUNICATION
et al. 2017). Considering the brand image of Axe, it can be remarked that the brand appropriate
belongs to the visible achievement segment of Roy Morgan’s yardstick.
Conclusion:
The study can be concluded by pointing out that Axe is undoubtedly one of the biggest
international brands in the global market. The integrated market communication mix of Unilever
is extremely powerful and capable of retaining a position in the global market. It can be
recommended that the company must market Axe in more number of countries, particularly in
African markets. As far as the existing markets are concerned, Unilever should introduce more
products. For example, the body wash is not available in certain Asian markets. The company
must release the product in the Asian market as well. Thus, Axe can retain its global position by
serving more number of consumers in new and existing markets.

6
INTEGRATED MARKETING COMMUNICATION
Appendix:
\

7
INTEGRATED MARKETING COMMUNICATION
References:
Cavusgil, S.T., Deligonul, S., Kardes, I. and Cavusgil, E., 2018. Middle-Class Consumers in
Emerging Markets: Conceptualization, Propositions, and Implications for International
Marketers. Journal of International Marketing.
Chambers, D., Sarkissian, S. and Schill, M.J., 2018. Market and regional segmentation and risk
premia in the first era of financial globalization. The Review of Financial Studies, 31(10),
pp.4063-4098.
Foroudi, P., Dinnie, K., Kitchen, P.J., Melewar, T.C. and Foroudi, M.M., 2017. IMC antecedents
and the consequences of planned brand identity in higher education. European Journal of
Marketing, 51(3), pp.528-550.
Kitchen, P.J., 2017. Guest editorial. European Journal of Marketing, 51(3), pp.394-405.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Orazi, D.C., Spry, A., Theilacker, M.N. and Vredenburg, J., 2017. A multi-stakeholder IMC
framework for networked brand identity. European Journal of Marketing, 51(3), pp.551-571.
Unilever.com. 2018. Retrieved from https://www.unilever.com/brands/?brand=414568-410037