Market Segmentation as AXE's way of differentiation

Unlike many of the players in the deodorant sector, AXE has really figured out its target market (young men between 15 and 25). The brand spent a lot of time to analyze the potential AXE user by creating six different profiles for men.

The Natural Talent who is athletic, smart and confident

The Marriage Material who is humble, respectful and the perfect son in law.

The Friend who is ’the good friend’ to every girl

The Insecure Novice who has no clue what he’s doing and makes things awkward – the geeks and nerd

The Enthusiastic Novice who has no clue what he’s doing but is outgoing and tries anyways.

The Predator who gets girls drunk, lies about his job and where he lives

The brand determined that The Insecure Novice woul be their natural target, as he needs help to succeed with women and can easily be persuaded into buying the product. The next step of the brand’s communication strategy was the creation of the TV ads, featuring an average looking guy who sprays himself with AXE deodorant and model like looking girls who find themselves drawn in hordes to the guy. (see video above)

In the past years, a lot of copy cat brands have hit the market, using the same theme (seduction and sexual attraction) for the advertisments. The important difference however is that most brands use extremely good looking men in their advertisements as opposed to the regular guy which is presented in the AXE campaign. AXE’s strategy has proven itself to be very effective for the brand, as it comes accross as approachable, proclaiming that AXE will help guys to get the girls. At the same time, AXE holds a positioning that is aspirational and desirable to the target by keeping the dream of getting a model girlfriend some day alive. Furthermore, AXE manages to act on the confidence level of the user.

So one can say, that its communication strategy has helped AXE to become the market leader in the category. The brands succeeded because of the specific way it targets its market.

- Anke S.

http://www.businessinsider.com/axe-advertising-unilever-brandwashed-2011-10

http://mediapanther.co.in/branding/the-axe-effect/ 
http://www.fastcocreate.com/1681417/how-axe-built-a-highly-scientific-totally-irresistible-marketing-machine-built-on-lust