Since Axe is a product aimed at the mass market, promotion efforts will be centered on mediums that facilitate the widest reach. In particular, the product will be comprehensively promoted in the mass media (television and print media) and social media. This promotion strategy is aligned with the marketing objectives of offering a convenient and quality product. It will reinforce the commitment of the Axe brand of offering products that can be used by all consumer segments. Axe will be promoted as an affordable remedy that is widely available across the world. The product will offer consistent quality and will be developed to meet the needs of the market. Consumers worldwide desire a body care product that is effective whilst still being affordable due to the frequency of usage. The product will be able to meet these requirements since it will adhere to Axe’s s reputation of developing quality and effective products that are inexpensive.
The promotion approach for Axe is centered on convenience and quality. By communicating on mass media about these features of the product, the company will be able to net a wide base of consumers who have desired such a product. The promotion decision is mainly being influenced by the reach and effectiveness of a medium as well as the reputation of the Axe brand. The mix of mass and social media will enable the promotion campaign to reach as many potential customers as possible and enable dynamism in the promotion message. The promotional strategy is achievable since Axe has been able to achieve it in the past. Axe will follow this established strategy whilst making some improvements and changes to appeal to the needs of current mediums and consumers. The competitors of Axe have largely dormant marketing strategies as their brands have already been established in the market. By bringing in dynamism and a new promotion approach in this segment, Axe will gain an edge over its competitors.