AXE Media Plan By Kevin Koerner

AXE Media Plan
By Kevin Koerner
Situation Analysis • 
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Background Launched in France in 1983
Owned by Unilever
Introduced in the United States
in 2002
First line was Anti-perspirant
and deodorant sticks
In 2005 AXE expanded to
shower gels In 2009 AXE introduced hair
gels
By 2010 became the global
leader in men’s grooming
Top 5 AXE Products
AXE Excite Revitalizing Shower Gel
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AXE Body Spray, Cool Metal • 
AXE Body Spray, Excite • 
AXE Clix Deodorant Body Spray
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AXE Crew Cut Buzzed Look Plus Situation Analysis Background: Situation
Analysis:
SWOT
Strengths
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Weaknesses Brand Recognition
Controversial Advertisements • 
Variety of Products • 
Benefits compare to other companies
Clear Target Market • 
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International Marketing Leader • 
Popular Advertising • 
Unlimited Availability • 
Unique Packaging • 
Expensive
Weak Marketing Strategies Situation Analysis: SWOT Opportunities
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Threats
Develop a new product gear toward older men • 
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Expand international • 
Not For Women • 
Focused on Sex Brand Image in Sports & Celebrities
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New ways to attract consumers • 
Competition Not Environmental Safe Situation Analysis: About the Industry  
 
 
Over nine in 10 men use some kind of grooming
product. In 2011 there was an increase of 11% and
generated $964 Million dollars in the United States alone. Facial skincare products are more likely to be used by
men in the age range from 18-34 Products marketed to men are more likely than products
for women to be dermatologically tested 21% to 14% Situation Analysis: Target Audience
 
Men 18-24 (189 Index)
 
Relationship Status - Never married (149) Engaged (133)  
Home Value - <$50,000 (130)  
Regions - Midwest (127) South (95) Situation Analysis: Competitors Marketing Objective:
 
Increase and maintain sales in target market (18-25)
years of age with new marketing objectives and
advertisements. Media Objectives:  
 
 
Reach teenage males 14-25 with new advertisements
throughout all media fields With the $10 million dollar budget AXE will will advertise
in social media, print, and television in 2015. Increase brand loyalty with recent and new customers Geography  
 
 
Brazil is the top men’s toiletry
nation for the last five years. Top five nations include Brazil,
China, South Korea, United
States, and Germany. Will focus on the United States
including the markets of
Chicago, New York, Seattle,
Miami, and Dallas. Seasonality  
 
 
 
Advertisement’s will run year
around. Men’s health and hygiene is
a yearly issue. Will increase during the
spring and summer season. Advertisements will increase
during summer sporting
season. Media Strategies Primary Medium: Social Media (Index120) Heavy use by target
market/age, Younger audience, More media/advertisements
Print: Magizines (Index 110) Match competitors/efforts, National
Reach, Similar content
Television: (Index 154) Heavy use by target market, Commercials &
Motion, Broader reach
Budget Budget - With a 10 million dollar budget, Axe will have a
2015 media plan using social media including
Instagram, Twitter, & YouTube. Print - Print including Sports Illustrated & Men’s Health Television - National Television Program; College
Football Saturday. Media Mix
Print Sports Illustrated (199) 1 Page = $279,000x8=$2,232,000
Frequency: Weekly x 8 weeks (Months of October and November)
Circulation: 3,021,065 Men’s Health (205)
1 Color page = $226,645x8=$1,813,160
Frequency: Weekly x 8 weeks
Circulation: 1,819,151
(Months of January and February) Media Mix
Social Media  
 
 
Instagram: Month of advertisements = $750,000x4=
$3,000,000 4 months, spring into summer (April through
July)
Twitter: Week of advertisements=$200,000x7=$1,400,000
(The month of December and three weeks In August) YouTube: Week of advertisements=$120,000x7=$840,000
(The month of March and 3 weeks in September) Media Mix
Television National Networks: ESPN (Index 141)
ESPN College Football Saturday 100x7000(CPP)=$700,000
The two final weeks in August and
September. Daytime fringe: 25x4=100
Financial Statement  
Budget = $10,000,000
Social Media - Instagram, Twitter, & YouTube $5,240,000
Print - Sports Illustrated, & Men’s Health
$4,045,160
Television - College Football Saturday
$700,000
Total Spending = $9,985,100
Money left over = $14,900
Flowchart:
Summary  
In conclusion to this project, Axe’s $10 million dollar
media plan must focus on their target market and also
focus on newer advertisements that are less sexist and
inappropriate, and also will hopefully expand their target
market without even trying.  
 
"AXE Positioning Analysis." N.p., n.d. Web.
https://xuyanz.wordpress.com/2013/04/24/axe-positioning-analysis/
"Top Axe Products." N.p., n.d. Web.
http://www.goodguide.com/products?brand_id=121780&sort=overall_rating http://www.statista.com/statistics/287707/mens-grooming-brands-sales-in-the-us/  
 
"The Men's Grooming Grows at Rapid Rate." N.p., n.d. Web. <https://www.npd.com/wps/portal/npd/us/news/
press-releases/pr_120807/>. "Focus Still on Men's Care as a Growth Category for Beauty." N.p., n.d. Web.
http://www.gcimagazine.com/marketstrends/segments/skincare/Focus-Still-on-Mens-Care-as-a-GrowthCategory-for-Beauty-223160091.html http://next.srds.com/nmp/datacard/show/9899/4  
"It's a Man's World: Men's Grooming Breaks New Ground." N.p., 21 Feb. 2014. Web.
http://www.gcimagazine.com/marketstrends/consumers/men/Its-a-Mans-World-Mens-Grooming-Breaks-NewGround-246591491.html
http://next.srds.com.emils.lib.colum.edu/nmp/datacard/show/14142/4 http://next.srds.com/nmp/datacard/show/9864/3 http://ureporter.mriplusonline.com/selectdemofromsearch.asp