MKTG611 Marketing Management : The Product of AXE
Questions:
1. How has AXE managed its product mix?
2. How has AXE used line extensions to increase its reach among consumers?
3. Why are younger generations attracted to AXE products?
Answers:
1.The product mix undertaken by AXE requires satisfying their target market and their target market comprises of men who are among the age group of 18 to 24 years. AXE, when entered the American market, the company were in need of young males who would be prepared to purchase their body spray and other cosmetic products that are prepared for men (Sari, Winton and Trebilcock 2015). It was seen that as the body spray of AXE was successful in the market the firm got engaged in modification of the products and line extensions to maintain their existing customers and to attract the potential ones. The product of AXE aids the young men to create an “AXE Lifestyle”.
2.The company AXE makes use of line extension in various ways. It introduces new scents every year and it has released various other products related to hairstyling, skin care, shower gel and aftershave. AXE has created their newer and innovative products with respect to women as well that tries to compliment the product manufactured for men (Pride and Ferrell 2016).
3.Younger generations gets influenced and attracted towards the product of AXE because during the preadolescence period young men gets more conscious about their looks and appearances and therefore, try to look attractive towards their opposite sex. AXE provides various techniques for the young men to increase their confidence with respect to their body image that helps to increase their mental confidence as well.
References
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Nelson Education.
Sari, D., Winton, W. and Trebilcock, P., 2015. How Sensitive are Indonesian Customers to Sexual Appeal Advertising?(A Study of the Axe TV Commercial,“Heaven on Earth”). Mediterranean Journal of Social Sciences, 6(2 S5), p.149.
