A Marketing research for Unilever's promotional events

• Main Author: Jarin, Allan Dexter
• Format: text
• Language: English
• Published: Animo Repository 2007
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17516
• Institution: De La Salle University

The way Unilever promotes business products plays a key role in their success. This was best illustrated by the First Day Funk Rexona Campaign in June 2005 and Close-Up’s Lovapalloza in February 2007. Given these facts and considering the direction being taken by Unilever’s promotional activities, there is a bright future in the staging of promotional events as the country continues to react and participate with such marketing campaigns. One such brand of Unilever which may have the same fortune as Close-up and Rexona is Axe, a well-known deodorant for men. Axe is considered to be the most popular male grooming brand around the world. In the year 2003, a major marketing campaign was launch on a beach house in Miami. It was called the 2Axe House Party3. The Big Idea of the event was 2Boy meets girl. Boy smells nice. Girl likes boy. Boy buys AXE.3 The event had hundreds of gorgeous women and live band performances to catch and hold the interest of the brand’s target market. The mansion also had a swimming pool where a dance party was held and drinks were served. To reach even more of the target market, the major part of the event was aired on America’s TNN channel in an hour-long presentation. Since this style of promotion has succeeded in other countries, there is a distinct possibility that an event along the same lines will work the same way in the Philippines. By applying the same principle of promotion in the country, Axe may gain a larger market share and even dominance in the industry if it sees fit to throw the first ever Philippine Axe House Party. A UAI (Usage, Attitude, Image) study is appropriate to be used as a research tool for ensuring the success of the Axe House Party. The study describes and profiles young male adults with their usages, attitudes, and images toward promotional events which have similar attributes to Axe House Party. Furthermore, the research can be used to modify the attributes of the Axe House Party to make it appealing and attractive to the brand’s target market. All of these actions are crucial for the proper execution of the event. The researcher gathered data from males residing in Metro Manila who most likely had an age from 18 to twenty five years old and belong to the A, B, and C social class. This was derived from the target market of the brand axe in the Philippines and the very nature of Axe House Party's attributes. Based on the UAI study, the researcher concludes that the attributes that would make a promotional event such as the Axe House Party successful are the gorgeous models, celebrity endorsers, and live band performances. Other attributes that may support and contribute to the success of such event are liquor, food and dance area. The event itself being held on a beach house, and to be broadcast on television are optional. Upon the positive results of the usages, attitudes, and images of young male adults toward promotional events which have similar attributes to Axe House Party, the researcher certainly recommends Unilever Philippines to have the promotional event in the country.