Marketing Project | Axe Brand Universal Oil | New Product Line |
Oke Wei Qian, StarrWong Shiying, CelineCheng May HungYim Yoke Ngoh, CherylTan Chun LinLow Wei Min BenjaminJordan Chew Yi Wen6B/12 |
Table of Contents
1.0 Executive Summary 2 2.0 Situational Analysis 3 2.1 Market Summary 3 2.2 Market Analysis 3 - 4 2.3 Competition Analysis 4 - 5 2.4 Product Offering 5 - 6 2.5 SWOT Analysis 6 - 9 2.6 Keys to Success 10 - 11 2.7 Critical Issues 11 3.0 Market Strategy 12 3.1 Mission 12 3.2 Marketing objectives 12 - 13 3.3 Financial objectives 13 3.4 Target Market 13 - 14 3.5 Positioning 14 - 15 3.6 Strategies 15 3.7 Marketing Mix 15 - 18 4.0 Financials 19 4.1 Breakeven Analysis 19 4.2 Sales
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Therefore, Axe oil would like to seize the opportunity by launching a new product line that caters to this group of potential consumers. Axe oil would consider the needs, purchasing decision and incorporate into the new product line.
2.3 Competition Analysis
It is a necessary precursor to the task of competitor analysis, and the starting point for analysing the dynamics of competitive strategy (Smith et al., 1992). Axe oil in the recent years, introduced and added several new products to its product line in the market. These include the Axe Brand Inhaler, the Axe Brand Red Flower Oil and the Axe Brand Medicated Plaster. However (Singapore Infopedia,2012), not much marketing promotion was done, as Axe oil believes that the brand name has already created the positioning of these products being affordable with effective value of natural therapy. Axe oil uses penetration-pricing strategy and Mr. Leong Mun Sum, the managing director of the company, emphasized that Axe Brand products are suitable for people of all ages (Asiaone, 2012), despite the stereotype that they are used only by the older generation. With its distribution in more than fifty countries, international consumers may purchase Axe oil products through online stores such as EBay and Amazon.com. Its competitors are at the same time are also launching new products and
Smashburger is a rapidly expanding burger restaurant concept; they have announced a summary of its 2011 accomplishments and their marketing and expansion plans for 2012. Opening their first location in 2007 and growing rapidly ever since, now in 2011 Smashburger had yet another successful year of growth and consumer acceptance. Smashburger is quickly gaining national recognition for its juicy handmade burgers that are smashed fresh and served delicious, along with its localized recipes that celebrate regional taste profiles in
2. Situation Analysis – presents relevant background data on sales, costs, the market, competitors and various forces in the macro environment
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This report was prepared for the Chief executive officer for Axiata PLC as requested to analyze the internal and external environment and identify both external and internal factors shaping their competitive position which accounts for their success or failure in the market. This report is based on both primary and secondary information derived from Dialog Axiata PLC.