The Marketing Mix Marketing Communications Analysis (Promotion) - Assignment Example

26th March The Marketing Mix – Marketing Communications Analysis Promotion Axe deodorant is a major product that is manufactured by Unilever, a British-Dutch multinational company targeting male consumers. Having being launched in 1999, Axe deodorant did not initially emulate adequate promotion strategies. However, in 2005 the Unilever initiated Axe Land campaign that was followed by Axe Voodoo (Virginia Sole-S 11). In order to attract new consumers and retain the loyalty of the existing customers, the company recently launched a promotion campaign referred to as call me campaign.

The section below discusses major strategies that Unilever has initiated to promote Axe deodorant.AdvertisingIn its effort to create strong consumer awareness, Axe has adopted TV commercials, billboards and magazine adverts. This has been achieved through application of humor in its adverts. For example, in one of its adverts, the products depicts that when a consumer uses it he will see seven Snow Whites rather than Seven Dwarfs. PublicityTo improve its publicity, Unilever adopts public releases that are aimed at improving consumer perception towards its brands.

Through the public release, the company identifies Axe as a cool, stylish and fashionable brand. Events and ExperienceOne of the major strategies that Axe has implemented in its creation of strong customer relationship is sponsoring of various events including youth festivals and music shows. In such events, the brand freely interacts with males aged 17 to 25 years who are its key target market.Word of mouth marketingThe humor that is portrayed through its adverts travels from a user to the other.

In this way, Axe deodorant has successfully created a positive product- consumer relationship that is vital to face of its rivals in the contemporary competitive business environment.Direct responseThrough its websites, Unilever gives notification to its consumers regarding new products in the market. In order to ensure effective communication with its customers, Axe has emulated social sites such as Face book, Twitter and Orkut thus initiating a feedback mechanism through which consumers can give their views on the promotional programs adopted by the brand.

Additionally, Axe deodorant initiated a Call Me Campaign (Virginia Sole-S 23). According to this promotion technique, consumers are advised to call 9987333333 so as to communicate with Axe Girl known as Tanya. As a result, consumers are eligible to win prizes such as iphones and ipods.Works citedInformation on Axe deodorant. http://www.theaxeeffect.com/home. Retrieved March 26, 2012. Virginia Sole-S .A Greener Clean: AXE Deodorant Body Spray For Men. New York: Macmillan Publishers.