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Table of Contents
1. Introduction................................................................................................................... 3
2. SWOT analysis................................................................................................................. 3
3. Target Consumer.............................................................................................................. 4
4. Differentiation and Positioning.......................................................................................4
4.1 Differentiation............................................................................................................. 4
4.2 Positioning.................................................................................................................. 4
5. Current 4P performance..................................................................................................6
5.1 Product........................................................................................................................ 6
5.2 Price............................................................................................................................. 6
5.3 Place - Distribution Channels....................................................................................6
5.4 Promotion.................................................................................................................... 7
6. Marketing Objective.......................................................................................................10
7. Marketing Recommendations........................................................................................11
7.1 Product...................................................................................................................... 11
7.2 Promotion..................................................................................................................12
8. References...................................................................................................................... 13
9. Appendices..................................................................................................................... 15

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 1. Introduction
1.1 Company
Established in 1920 and entering Vietnam in 1995, Unilever is a multinational company
owning many popular fast-moving consumer product brands. Axe is a brand of male
grooming products, launched in France in 1983 by Unilever. With a diverse portfolio of
personal care products and goals of helping every man break away from stereotypes by
giving them the confidence to look, smell, and feel their best (Unilever n.d.), Axe is the best-
selling male fragrance brand in the world (Unilever n.d.).
1.2 Product
The most successful product of Axe is the deodorant body spray. Axe Deodorant Body
Spray for Men is a harmony of seductive, longer-lasting perfume and adequate deodorant
protection (Amazon n.d.). With an affordable price, high quality and attractive design, and
the diversity of fragrance, this product is favourable among young and modern men.

2. SWOT analysis

Strengths Weaknesses

- AXE first adopted Anti-Marks - Axe in Vietnam has not invested

Antiperspirant Technology in 2016
designed to provide 48-hour odour
and moisture while removing the
yellow discolouration of garments
(Global Cosmetic Industry n.d.).
=> outstanding among competitors
in Vietnam.
- AXE provides an extensive array of
fragrance based on consumers’
individuality and personal style.
- Axe offers striking packaging
designs.
much in marketing strategies,
especially in the promotion. They
use the same method, which
focuses on sex appeal and can
create controversy.
- Limited target market: only 15-35
male group
- It does not focus on distributing its
product through online channels.
- There is a low variety of sizes, and
the shape of the packaging is not
elegant.

Opportunities Threats

- Vietnam male population reached - According to Appendice2, in

49.8% of the population. The 15-35
age group, which is the main target
of Axe accounted for nearly 16.3%
(General Statistics Office 2019).
- Four out of five Vietnamese men say
that they care about appearance
(Kantar Worldpanel 2013).
Noticeably, 60% of Vietnamese men
feel the need for grooming products
(Chu & Tran 2015). => Beneficial for
AXE.
- In Vietnam, 72% of people will
celebrate Valentine’s day. In terms
of average money spent, consumers
will spend about 1.3 million VND
Valentine, customers tend to buy
other products rather than body
spray.
- Vietnam has 49 million digital
consumers (65% of its total
population) with 61% switching to
buying mostly online in 2020. This
number is projected to increase over
the years (Nhat Minh 2020).
=> Negatively affects AXE because
of its weakness in online channels.
- Their direct competitors, Romano,
Nivea & X-men, have better
awareness in Vietnam due to better
promotion.

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 (Linh Nhi 2019) (Details in - In Valentine, AXE also has to
Appendix1). Besides, Vietnamese compete with many indirect
are searching for high-quality and competitors: Valentine gifts brands
healthier products, ignoring the such as flowers, jewellery, and
higher price tags (Google 2020). perfume brands.

3. Target Consumer
Market targeting is a practice where a brand evaluates and selects one or a few main
markets to serve (Kotler et al. 2011). AXE adopted niche marketing - small market-oriented
marketing with a few consumers and competitors (Toften & Hammervoll 2009). It only
concentrates on only a single-segment: 15-35 male with traits below.
GEOGRAPHIC DEMOGRAPHIC

- Urban - Age: 15-35

- Suburban - Sex: Male
- Family Life Cycle: Young, single
- Income: Middle & Upper Middle

PSYCHOGRAPHIC BEHAVIORAL

- Lifestyle: Outdoor-oriented. - Purchase Occasions: Regular

- Personality: Fashion, trendy, manly, - Benefits sought: Quality.
romantic.

With this segment, AXE can be more appealing with the quality and benefit of its product.
However, this also deters AXE from reaching other profitable segments.

4. Differentiation and Positioning

4.1 Differentiation
a/ Product Differentiation
Body Spray from AXE is the combination of Dry Spray and Anti-Marks Antiperspirant
Technology which will ensure longer-lasting fragrance and eliminate yellow marks on
customers’ clothes. Furthermore, the company has introduced many fragrances based on
understanding customer’s lifestyles and personality such as Black for masculine guys or
Dark Temptation for guys like sweet scent.
b/ Image differentiation
AXE sets the brand apart by focusing on the message that its product boosts men’s
confidence through helping them look, smell, feel their best, and keeping them a step ahead
in the dating game. They promote this design through the tagline “AXE Effect” and many
advertising campaigns with clubs, cool music, trendy fashion and content of men
successfully owning girls’ hearts.

4.2 Positioning
Value proposition strategy of AXE is More for the same.

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 Figure 1: Positioning Map
In the figure1, the horizontal axis indicates the level of lasting scent and the vertical shows
the level of fragrance diversity. AXE tops the list in both factors compared to its competitors.

X Price

Benefits More The Same Less

More More for More More for the Same More for Less

The The Same for Less

Same

Less Less for much less

AXE brings back to users many benefits: longer-lasting scent technology, diversity in
fragrance, ability to eliminate yellow discolouration, etc. However, instead of a higher price,
AXE keeps its price similar to other competitors (~108000VND). This approach helps AXE
induce more customers to buy its product.

5. Current 4P performance

5.1 Product

Type Shopping Product

Life-cycle Maturity Stage

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a/ Three-level of Product

Core Value
+ A combination of perfume and
deodorant that gives out a
masculine seductive scent.

Actual Product
+ A wide range of fragrance
(Appendix3).
+ Skin-friendly variants (according
to EWG Skin Deep Report in
Appendix4) and long-lasting
fragrance.
+ Affordable price.
+ Each fragrance has its own
simple but still captivating bottle
design which is suitable for their
target customers (Details about
Design in Appendix5).

Despite offering high core and actual value, AXE cannot stand out in a competitive market
with a lack of augmented product.
b/ Brand Development
While AXE uses a brand extension for the whole brand with several product categories
(deodorant, body wash, etc.), line extension is applied for body spray category with 15
fragrances.

5.2 Price
Axe has used competitor-based pricing strategy to target young consumers. Axe sets up its
price at 108,000vnd for all its 150 ml bottles of body spray without disparity among different
scents. This level of price helps it target middle and higher class customers effectively.
Compared with its direct competitor, this price level is the same while AXE offers more
benefits, and compared with an indirect competitor - perfume, AXE is more affordable with
the same benefits. It also uses discounts periodically to attract new and retains old
customers. Such a pricing strategy helps the brand have faster growth and larger market
share.

5.3 Place - Distribution Channels

AXE has used a multi-channel network to make its body spray available to final customers in
the most effective way. By collaborating with many wholesalers and retailers, body spray,
AXE, are distributed intensively through offline channels such as supermarkets, convenience
shops (Vinmart, Lotte, Circle K) or online ones: shoppee, tiki, lazada, etc.

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Therefore, its product can approach more customers; hence, revenue is raised. However, all
of AXE’s 15 fragrances are not available in Vietnam but only through foreign websites which
may discourage customers from buying the product since it is complicated and time-
consuming
On the other hand, AXE’s body spray is distributed mainly in big cities such as Ho Chi Minh,
Ha Noi, etc. which is appropriate since its target customers are modern men with middle and
upper-middle income.

5.4 Promotion

AXE uses the Pull Strategy to promote its products. According to Jonathan Law, Pull
Strategy is “a strategy that requires high spending on advertising and consumer promotion to
build up consumer demand for a product” (Jonathan Law, 2009).
a/ Advertising
Positioning to help males look enchanting and feel more confident in front of females, Axe
always connects the definition “Axe Effect- irresistible attraction” with all advertising
campaigns which use strong gender attraction content. Even though this kind of advertising
is a big hit globally and suitable for Valentine context, it focuses on sex appeal would not be
appropriate in Vietnam culture, making it not receive many views or appear a lot on TV in
Vietnam.

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AXE also uses its website through Vietnam Unilever webpage as a tool, but its website does
not offer much information about the product.

In contrast, AXE takes advantage of Facebook to promote its body spray. Still, with that
message, AXE expressed it through more trendy and creative contents which capture a lot
of interaction from young customers - their target market.

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 Noticeably, there are some noteworthy contents which emphasise love such as “Bí kíp thả
thính - 3 Giây là dính” which can be promoted in the given context.

b/ Public relationships
In the past, AXE held many campaigns to enhance its relationships with customers in
Vietnam, and the most influential event is “AXE BRINGS 2ND VIETNAMESE TO SPACE”.
However, recently AXE does not invest in anymore.

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Besides, many of AXE's advertisements can offend women as they show women as things
to be played with or stereotyping irritating airheads (E.g. annoying girlfriend campaign). Even
though AXE's target customers are male, women are a big part of product buyers and
decision-makers because they often buy personal care items for their boyfriends or
husbands.
Another thing that should be taken into consideration is the buzz marketing of AXE in
Vietnam. AXE has never used celebrities in Vietnam to promote its products, making their
target customers - the young and trendy ones less interested in the brand.
c/ Sales Promotion
Usually, AXE corporate with the partner company like shoppe and gives out a lot of vouchers
and discounts on special occasions with bundle approach with other product from AXE
product line. Apart from that, they also held some mini-games through their Facebook page
and give customers valuable prize.
Overall, this sales promotion strategy talks new customers into buying the product and
improves customer engagement.

6. Marketing Objective
Increase brand awareness by 1% from January to the end of Valentine day.

Advertisement campaign audience 2,500,000 people

Website visitors 80,000 people

This objective is set up based on the statistics of AXE most effective campaign - "AXE - Tìm
người Việt Nam thứ hai bay vào vũ trụ" (Details about the campaign in Appendix6). This
campaign was launched when AXE first entered Vietnam, and when the user of the Internet
was not so much. In the current situation with development history in Vietnam, AXE can be
more successful than in the past.

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7. Marketing Recommendations

7.1 Product
a/ Providing Smaller Size and Different Packaging Shape
Since AXE body spray now has 150ml bottles, AXE Vietnam should consider diversifying its
product line with smaller size and different packaging shapes. An excellent example of this
approach is the 18ml pocket spray of Romano in a pentagon shape which is more
fashionable and luxurious.

This would make AXE more suitable as a gift on Valentine day. Axe can differentiate by
increasing the capacity to 75ml. With the introduction of this new packaging, AXE should
also adopt a price step and set the price at the lower range. New captivating design and new
price range will urge young customers to find more information about the brand.
b/ Augmented Product
As mentioned above, the augmented product is a shortfall of Vietnam AXE. “FIND YOUR
MAGIC” campaign of Global AXE should be wisely adopted to Vietnam Valentine Context. In
this campaign, when customers buy body spray from AXE, they will receive a code to insert
to the webpage of “FIND YOUR MAGIC”. After that, they will answer some questions about
their style, typing their emails and receive tips about styling and suggested products directly
through this email. The slogan can be periodically changed to “FIND YOUR LOVING
STYLE” to be suitable for Valentine.

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7.2 Promotion
In this recommendation, a new commercial campaign should be conducted. In this
campaign, the content should be less sexual to fit in Vietnam culture but still can convey the
unique message and style of AXE. Secondly, AXE should sign a contract with famous
people in Vietnam. Binz can be taken into consideration.

He is a renowned rapper in Vietnam who has many songs going viral among young
customers - AXE main target and trending on Youtube. Furthermore, Binz has an image of a
fashionable, attractive playboy who is the centre of girls’ attention. This image is
exceptionally appropriate to AXE's brand image. Besides, with Binz, AXE will be able to
promote through Youtube and Spotify - a popular music platform among youngsters to
approach more customers.
On the Facebook webpage, AXE should keep on following the content of “Thả thính là dính”
since it can become viral content and receive a lot of shares, comments in Valentine.
“Hương thơm quyến rũ - Nàng chẳng thể phũ” is a recommendation slogan for this content.

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AXE should also update its webpage on UNILEVER site with detailed information about the
body spray such as details about the scent, prices or place to buy it.
Finally, AXE should also collaborate and sponsor for matching events (“Ghép đôi đường
phố”) of popular Youtube channels and give the couples who are the results of these events
its product as a gift. In this situation, AXE should also cooperate with other brands for
women from UNILEVER such as DOVE to provide the girls in couples with gifts.

8. References
Amazon n.d., AXE Body Spray for Men, Phoenix 4 oz, Amazon, viewed 13 January 2021,
<https://www.amazon.com/AXE-Body-Spray-Phoenix-
Packaging/dp/B00EOX22IC#:~:text=Product%20description,fragrance%20with%20effective
%20deodorant%20protection>.
Bye, Dan J 2010, ‘A Dictionary of Business and Management’, Reference reviews, vol.
24(5), pp. 30-31, viewed 17 January 2021, ProQuest database.
Chu, MT & Tran, BN 2015, Male Grooming Category Review - Vietnam, slideshare.net, 26
April, viewed 14 January 2021, <https://www.slideshare.net/ChuThng/male-grooming-
category-review-vietnam>.
General Statistics Office 2019, THÔNG CÁO BÁO CHÍ KẾT QUẢ TỔNG ĐIỀU TRA D N SỐ
VÀ NHÀ Ở NĂM 2019, viewed 14 January 2021, <http://tongdieutradanso.vn/thong-cao-bao-
chi-ket-qua-tong-dieu-tra-dan-so-va-nha-o-nam-2019.html>.
Global Cosmetic Industry n.d., 'New Technology Taking Over Unilever Deodorant Brands',
Global Cosmetic Industry, viewed 14 January 2021,
<https://www.gcimagazine.com/marketstrends/segments/bathbody/New-Technology-Taking-
Over-Unilever-Deodorant-Brands-406025585.html>.
Kantar Worldpanel 2013, Gian nan giữ vững tăng trưởng, 20 December, Kantar Worldpanel.
Kotler, P, Armstrong, G, Swee-Hoon, A, Siew-Meng, L, Chin-Tiong, T & Hon-Ming, O 2011,
Principles of Marketing: An Asian Perspective, 3rd edn, Pearson Education South Asia Pte
Ltd, Jurong, Singapore.
Linh Nhi 2019, ‘Người Việt chi bao nhiêu tiền mua quà tặng ngày Valentine?’, VTCNews, 14
February, viewed 14 January 2021, <https://vtc.vn/nguoi-viet-chi-bao-nhieu-tien-mua-qua-
tang-ngay-valentine-ar457408.html#:~:text=Trung%20b%C3%ACnh%20ng

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%C6%B0%E1%BB%9Di%20ti%C3%AAu%20d%C3%B9ng,chi%20kho%E1%BA%A3ng
%201%20tri%E1%BB%87u%20%C4%91%E1%BB%93ng>.
Nhat Minh 2020, ‘Vietnam’s online spending forecast at US$25 billion by 2025’,
HANOITIMES, 14 December, viewed 14 January 2021, <http://hanoitimes.vn/vietnams-
online-spending-forecast-at-us25-billion-by-2025-314409.html#:~:text=By%202025%2C
%20Vietnamese%20digital%20consumer,according%20to%20a%20recent
%20report.&text=About%2046%25%20of%20Vietnamese%20respondents,increase
%20from%20a%20year%20earlier>.
Think with Google 2020, Vietnam Search for Tomorrow 2020, Google.
Toften, K & Hammervoll, T 2009, ‘Niche firms and marketing strategy: An exploratory study
of internationally oriented niche firms’, European Journal of Marketing, vol. 43, no. 11, pp.
1378-1391, viewed 15 January 2021, Proquest database.
Unilever n.d, Axe, Unilever Global, viewed 13 January 2021,
<https://www.unilever.com/brands/personal-care/axe.html>.
Unilever n.d., Axe, Unilever India, viewed 13 January 2021,
<https://www.hul.co.in/brands/personal-care/axe.html#:~:text=The%20brand%20mission
%20is%20to%20help%20every%20man%20break%20away%20from
%20stereotypes.&text=In%20addition%20to%20being%20World,and%20women
%20through%20unique%20experiences>.
Unilever n.d., Axe, Unilever Vietnam, viewed 13 January 2021,
<https://www.unilever.com.vn/brands/our-brands/axe.html>.

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9. Appendices

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Appendix 1 & 2: Picodi 2018, Survey about the perception of Valetine day, 6 February.
<https://www.picodi.com/za/bargain-hunting/your-heart-rules-your-head-and-your-
shopping-cart>.

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Appendix3: Fragrances of AXE Body Spray

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Appendix4: EWG Skin Deep Report
Appendix5: Axe’s body spray container is a twist-top iron bottle that can be conveniently
open and sprayed. Most of the color backgrounds are charcoal, except that some of the
items are different with olive green or royal blue.

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Appendix6: Result
AX Apollo campaign won 3 Cannes Lions 2014 awards for the war service media. (Source:
Campaignlive magazine in UK)
In the UK and Ireland, the campaign achieved unexpected results:
- Lynx brand effects increased by 377%.
- The campaign gained 84,000 fans on Facebook and 6,500 followers on Twitter.
- Lynx Apollo product sales increased 19%. (Source: Mindshare Ireland)
In Australia, more than 238,000 visits to the Lynx Apollo website and in just 3 weeks, Lynx
Apollo's revenue reached 10 weeks. (Source: Soap Creative Agency)
In Vietnam, the campaign attracted more than 20,000 registered candidates and the AX
Apollo Gala event at Royal City attracted more than 30,000 young people to participate. In
addition, the form of ads all achieves the set KPIs.
- View PR articles: 1,935,333 (exceeding KPI commitments).
- Clicks to the microsite program: 79,278 (55% more than the committed KPI)
(Source: eClick.vn)

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