How would axe appeal to the other psychographic segments identified?

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Answers are expected to be thoughtful, substantive and in your own words. Answers should also include reference to concepts covered in the course material, where appropriate, to illustrate that you have a grasp of and can apply them. You are encouraged, and should feel free, to use outside sources where appropriate to support your arguments. Remember to use citations when needed. Discussion Questions: 1. What are the key challenges facing Maria Jacobs and her team? What are the goals of the campaign? 2. What are the competitive implications for AXE of each competitor’s positioning? 3. What are the pro’s and con’s of changing AXE’s target market to males between the ages of 20 and 30? Should AXE maintain its focus on the “Insecure Novice,” the “Enthusiastic Novice,” and the “Natural Talent,”? How would AXE appeal to the other psychographic segments identified? I have attached the case study and as well as a word document with the questions 4. How do consumers currently perceive AXE? Which emotional motivators has AXE historically appealed to in consumers? 5. What was the objective of Unilever’s Comprehensive Global Masculinity Study? What were the key learnings from the study, and what are the implications in terms of Jacobs’ brand messaging decision? 6. What is the role of an advertising agency? What is the relationship between a brand manager and an account manager? Why is creating a client brief important? 7. Which audience do you think AXE was targeting in the “Find Your Magic” campaign? What key messages were communicated?

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