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The overview also projects market performance and potential for the next 5-6 years.
We then identify the multiple segments that make up this market for deodorants using relevant criteria that will involve the demographic, psychographic and behavioural characteristics of the consumers. Segmentation will yield us a plethora of segment combinations. Among these segments, we will analyse only those in which Axe is active because of the best opportunities available. These are called ‘Target Segments’ and the process is called Targeting. Specific reasons for the targeting become clearer once we appreciate the image that Axe carries and the specific value proposition it conveys to its target consumer, or, in other words the brand Positioning for Axe...
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