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Marketing Communication Case Summary

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Marketing Communication Issues in the Case
This case represent the AXE brand of product manufactured by Unilever and mostly used by men. This product had doing well in the recent past and all of sudden there was a trend in the decline of its sales volume. As such Jacobs who is the brand 's manager for AXE was contracted to look into ways for improving the product 's profitability through formulating a myriad of marketing communication strategies that would ensure that competitors are knocked off from the market or their market share is severely shrunk. To come up with a rafts of measures aimed at improving marketing communication for the AXE brand, it was important first to identify the flaws of the marketing communication and various problems …show more content…

This hasn 't been sufficient for there should be mentioning of its masculine enhancing abilities, deodorant alone is not enough to appeal to appeal to larger group. Studies revealed that women find this feature so attractive in men. So a wrong messaging has been used, that which does not focus on the other power from the product. Owing to this narrow application, very few people find the product attractive to use, explaining its ever-dwindling fortune in the market. If a product has some uses then it commands a larger market share (Fill …show more content…

The new communication strategy should include not only the sweet smell aspect of the product but also its effect in enhancing masculinity in men since it is not a given that men love those brands which are not only improving their natural body odor but also their masculinity. The message should probably be coined as, "Smell like a man and enhance your masculinity, buy AXE brand, man." A message like this clearly changes the objective of the advertisement from focusing solely on a single feature of the product to include a wider spectrum of the product 's use.
Counter competitions from the other brands: To counter stiff competitions from the other brands, a well-crafted strategy must be put to action. For instance, the advertising message must be crafted in such a way that it technically knocks out the other brands in the market. The message could include the phrase that 'the AXE product is the only brand that makes you smell full of masculinity and manhood. ' The message can also be "AXE, the scent of masculanity." A message of this nature would tactically blur out the other brands from the market as the consumers would be lured into buying the AXE

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