Blog 3 - Experiential Framework

In class, we learned about how marketers try to create a valuable customer experience through their promotions and advertising. Our discussion in class about the ironic differences between Unilever’s two brands, Dove and AXE, got me thinking about how successful AXE is and how the brand got to be so popular among a broad range of males. It also made me think about the reasoning behind my personal purchase of AXE products. Many males are willing to pay the premium for this national brand’s products.

I am one of those men who are willing to pay extra to get AXE’s products. I have bought body sprays, shower gels, and deodorant sticks. I currently use these products on a daily basis. Many of AXE’s competitors’ products are less expensive and do exactly the same things for the consumer: make the consumer smell great and clean the consumer’s body. Other than AXE’s products being attractively packaged, AXE’s products have no clear superior tangible benefits and features over its competitors’ similar products.

I like to think of myself as being a very price conscious and logical person so it is kind of crazy that I have so many AXE products. There must be some reasons why I am willing to pay the premium for this national brand’s products. AXE packages its products to make them look sleek and sharp-looking. However, the main thing that comes to my mind first when I think about AXE’s products is Unilever’s cleverly funny AXE commercials. I strongly associate the brand’s commercials with the product. The majority of these commercials shows a guy who uses AXE and shows him being chased around by beautiful women.

Apparently, these commercials were able to make some type of positive impact on me and influence my buying decisions. Even though I am mature enough to know and realize that there is not a special product out there that I can put on that will make all the girls go crazy for me, I have still purchased an assortment of AXE products. I am fairly loyal to the AXE brand. When I use the AXE products, I actually feel better than when I use other brands’ similar products. It somehow adds some pep in my step. Maybe I want to experience what those guys in the AXE commercials are experiencing. For most guys, the thought of having a bunch of gorgeous girls all over them is synonymous with being in paradise.

I have to give props to the marketers at Unilever. They know exactly what they are doing. Their strategy has worked and probably will continue to work until they run out of ideas for their commercials. Unilever’s marketers have created a valuable customer experience. I have developed a relationship with the AXE products that I buy. Unilever has figured out what motivates most males to buy body products. Through the company’s comical TV commercials, Unilever has successfully attached a message (men can be chick magnets if they use AXE products) to their AXE line of men’s products.

I wouldn’t be surprised at all if I found out that the person who created the “AXE effect” was a man who fantasized about being jumped by a bunch of girls after he put on a special smelling product. As a consumer, I am getting all of the typical tangible benefits (a great smell and a clean feeling) that come with body products along with the intangible extra value of receiving the “AXE effect”. For the extra intangible benefits, AXE is able to charge the consumer more for its line of products. It is quite genius if you ask me.