AXE AGENCY BRIEF JANUARY, 2015

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MALE GROOMING OVERVIEW

Hair: Shampoo, post-wash, Styling

Deodorant: Anti-Perspirant, Deodorant,

Body Spray

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MALE GROOMING OVERVIEW

4 among 5 Vietnamese men asked showed that they

have concern for their appearance.

There are 3 main reasons for them to take care

themselves:

To show their status

It’s important for their jobs

To feel comfortable,

confident

What they worry about?

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MALE GROOMING OVERVIEW

All categories drive the growth, esp Hair & Deo

Male Grooming Vietnam enjoys double-digit growth in the past 3

yrs and already account for 20% total PC value

Men’s personal care, the fastest growing category in

Asia, is identified AS THE #1 GROWTH DRIVER for

personal care

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MALE GROOMING OVERVIEW

However, what they really think about the deodorant and

perfumed products?

Still leave the yellow stain on shirts

Not long – lasting

Not so effective in solving their problems

The brand loyalty is not so strong

They easily switch to another new

product.

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AXE INSTINCT

Hair: Shampoo, post-wash, Styling

Deodorant: Anti-Perspirant, Deodorant,

Body Spray

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WHAT IS AXE?

THE WORLD BEST-SELLING MALE FRAGRANCE BRAND

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WHAT IS AXE?

“TO IMPROVE GUYS’ PERFORMANCE IN THE MATING GAME BY MAKING THEM SMELL, FEEL AND LOOK GREAT”

Brand mission statement

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WITH A VERY CLEAR VISION

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AXE INSTINCT? – WHAT’S NEW?

A total new product for

men – It’s not the

deodorant, It’s the

perfume!

Capturing the timeless

allure of rich and rare

leather in a bold new

fragrance, AXE INSTINCT

promised to be the

newest way that helps

guys an edge in the

mating game.

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PRODUCT’S CHARACTERISTICS

Historically, leather is one

of the earliest notes in

perfumery.

The distinct smell of

leather is soft on the

nostrils and yet so

exciting. The rich leather

scent evokes the power of

men, it comforts by its

proximity to the body and

excites at the same time,

being so primitive, so

natural, and again so

sensual.

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KEY BENEFITS & RTB

AXE INSTINCT will

help our

consumers

By

Build up their men

power and enhance

their confidence

The manly and

seductive leather

scent

Shape their styles

as trendy and

attractive

Trendy fragrance

update regularly

and set by world –

renowned fragrance

expert Ann Gottlieb

AXE INSTINCT will be the only choice for

mature men on the way to prove

themselves and attract others.

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WHO IS OUR TARGET?

• Male

• 16 – 24 years old, focus on 18

– 22

• Last year at universities or

firstly starting jobs

• LSM7+, 4 main cities in

Vietnam.

• Their personality: Little

experience with girls, becoming

attractive before girls is one

way to define themselves.

Further, they would like to show

their ego, form their style and

prove their mature.

• Comments from friends are

also important

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INSIGHTS

• Male

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WHERE ARE THEY IN USING MEDIA?

Daily habit

Media habit

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WHERE ARE THEY IN USING MEDIA?

Daily habit

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WHERE ARE THEY IN USING MEDIA? The AXE guy stay connected to media throughout the day

At home: Wake up, breakfast Road, Public, Transport, Way to work/ school

Coffee Ads, Bus Ads,

University BB

Coffee/Bar Posters,

Bus ads, BB, Magazine

Phone on, Cable TV

Phone off, Television,

Internet

12:00 pm

6:00 pm

9:00 am

6:00 am

Chat, Nightlife, Before bed: Relaxing

Entertainment at: Road, Public, Transport, Coffee Shop, Bar, Internet Café, Restaurant, Cinema

At University/office: Lunch in Canteen, Mall, Coffee Shop & Restaurant, Office Post -lunch : Studying/Working/Socialize

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WHERE ARE THEY IN USING MEDIA?

Watching television and online

activities are dominant among young

people.

They enjoy hanging out with their

friends rather than other formal

activities.

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WHERE ARE THEY IN USING MEDIA?

Media habit

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WHERE ARE THEY IN USING MEDIA?

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Regardless of where he is, whether he is barely awake or full of life, he is digitally connected

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Most frequent

online activities of

15-24 group are

searching (97%),

chatting (89%),

reading news,

listening to

music,…

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Social networks are

widely enjoyed by

this groups, esp.

Facebook and Zing

Me

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WHAT’S OUR PROBLEMS? Our consumers think:

• The long lasting characteristics is not highly recognized.

• The products is not as premium as they expected

LOW CONSUMPTION COMPARED

TO COMPETITORS (NIVEA, XMEN,

ROMANO)

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JOB TO BE DONE

HOW TO MAKE OUR CONSUMERS:

Build up the behavior of using

products

Realize that AXE can fits their

personality and will be the best

choice for them on the way to

shape their styles

By:

LAUNCHING CAMPAIGN FOR AXE

INSTINCT IN VIETNAM

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SINGLE MOST IMPORTANT POINT TO COMMUNICATE

AXE INSTINCT – MATURE SEDUCTIVE SCENT

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PLATFORMS’ PRIORITY PRIORITY IN ADVERTISING

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EXPECTED OUTCOMES PRIORITY IN ADVERTISING

• Raising AWARENESS:

60% among target consumers know about the products

30% among them experience product trials

• Understanding:

Believe the role of AXE INSTINCT in proving consumers’ image of

mature and attractive men

AXE INSTINCT becomes the trendy guide that is really necessary

for every man.

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PRIORITY IN ADVERTISING

THANK YOU!