Assignment proposal 4 Example | Topics and Well Written Essays - 500 words

Proposal 4 - Assignment Example Questionnaires are one of the data collection methods that I will use in this research. In my questionnaires, I will include both closed-ended and open-ended questions. Closed-ended questions will capture non-negotiable information such as the name of the organization and the department from which my respondents will be coming from. Individual opinions about what different aspects of privatization will be captured using open-ended questions. Since questionnaires are effective in market research, they will help answer my research question because it has to do with the private sector (Roland 2008, 34). Interviews are the other data method that will be employed in my dissertation research. Interviews will be essential in probing respondents on the basis of their personal beliefs and opinions about privatization. These interviews will be done through face-to-face encounters with respondents or through telephone calls for respondents who will not be accessible through face-to-face meeting. One thing that makes interviews sufficient in answering my research question is that they will allow follow up questions on the answers that respondents will give hence providing a better understanding of the topic (IMF 2010, 71). The demographics that may be of significance to this research include age, level of education and the position in which every respondent serves in Zain Company. Age demographics will provide insight into the varying perceptions of privatization by different generations including baby boomers (born between 1940s and 1960s) and the millennial (born between 1970s and 2000). Gender will be captured but may not have a determining impact on the findings on the topic under study. All participants that are employees of Zain Company will be eligible for inclusion in this study. Government employees in the Department of Statistics will be included as key participants in this research (Megginson 2005, 27). In analyzing my data, I

TR places Essay Example for Free

TR places Essay (1)Future opportunities: aircraft digital realm -growing number of airlines. how to cooperate with all the airlines? -From 2006, it was estimated that air traveler will grow 6.2% per year in the next 20 years. -Wi-Fi installation (ubiquitous connectivity)+BYOD (97% of passengers) (2)In-flight shoppers characteristics: -their main value: brand product with great deal -same as non-in-flight passenger, they pursue convenience (i.e. reduce shopping time, saving physical effort, saving of aggravation) and variety-seeking.not that important when thinking about marketing strategy. -with short communication how to present completely information about product? 82% passengers tend to read duty-free magazines in flight; 37% for filling in time and 25% want to see whats available, searching for some exclusive product. Some airline add more crew to sale in flight, for example, Cathay Pacific estimates the sales of duty-free in-flight increases 20% every year. -older earn more money people are the main purchaser,  though there are more younger passengers take air travel. -they are brand conscious, price conscious (40% passengers buy things in-flight for duty-free reason, and 22% think they can get cheaper price in-flight than domestic shops.), and les risk perceptive. However, since there are often well-known band product sold in flight, they tend to worry less about the quality of product. Regarding prices, 46% passengers spend no more than euro 50 dollars, and 39% spend between euro 51 to 100 dollars.how to do pricing? -has positive attitude toward advertising. alcohol and cosmetics remain the dominant items of sales, 63% buy duty-free for their families and themselves.people you care; treat yourself reason. -most of passengers seem time on the plane is their leisure time. (3)Reasons for why they purchase: Passengers types: Arrivals, Transfers, Locals (will show in different area) Flow-management should be concerned when do marketing planning. passengers care about relaxing and low load atmosphere (light, layout, design of the travel retails, promotion, customer services), they go to airport to travelling reason but not purchasing. 52% think atmosphere is important, and 38% admit that they are affected by the amount of people in the shops. now 33.5% think waiting areas are too crowded, but still 27% think relaxing. (different airport ) Areas: pre-boarding areas, walkthroughs -more crowded, less buying; cleaner and more open, more buying. Customers dwelling time is a significant issue. how to activate the impulse purchasing? Atmosphere traveling feeling (Ads, commercials, layouts) + people density (FB, spa) + exclusive or customized product (gift) + services (make-up) + special promotion (festival) + enough information (IT)premise is they have time, if not, try to activate them do purchasing in flight Constraint: the availability of material concerning the duty-free market.hoe to build Internet platform? Idea: LANCOME, your journey companion. treat yourself and who you care about; choose one kind of fragrance to memorize the journey. change the ads. new customers developmen, business men who cant travel with their love this time, as a promising symbol I think about you during travel, and hopefully we can go out together next time . LANCOME, as a symbol for love- love yourself and people you care and passion-passion for travel (red rose) Dubai duty-free: No.1 revenue in the world; for 28yrs existence; the largest airport retail operation in the world. special promotions (ex. lottery for luxury car). Chinese traveler: Kwan_Siu Lan.pdf DOWNTOWN DUTY-Free SHOP Duty-free shops (or stores) are retail outlets that are exempt from the payment of certain local or national taxes and duties, on the requirement that the goods sold will be sold to travelers who will take them out of the country. Which products can be sold duty-free vary by jurisdiction, as well as how they can be sold, and the process of calculating the duty or refund the duty component. However, some countries impose duty on goods brought into the country, though they had been bought duty-free in another country, or when the value or quantity of such goods exceed an allowed limit. Duty-free shops are often found in the international zone of international airports, sea ports, and train stations but goods can be also bought duty-free on board airplanes and passenger ships. They are not as commonly available for road or train travelers, although several border crossings between the United States and  both Canada and Mexico have duty-free shops for car travelers. In some countries, any shop can participate in a reimbursement system, such as Global Blue where a sum equivalent to the tax is paid, but then the goods are presented to the customs and the sum reimbursed on exit. These outlets were abolished for intra-EU travellers in 1999, but are retained for travelers whose final destination is outside the EU. They also sell to intra-EU travelers but with appropriate taxes. Some special member state territories such as Ã…land,Livigno and the Canary Islands, are within the EU but outside the EU tax union, and thus still continue duty-free sales for all travelers. Tax Free World Association (TFWA) announced that in 2011 Asia-Pacific, with 35 percent of global duty-free and travel retail sales, beat Europe and Americas, with these regions accounting for 34 percent and 23 percent respectively. 31 percent of sales came from the fragrances and cosmetics category, followed by the wine and spirit category with 17 percent and then comes tobacco products.[1] Duty-free shopping away from ports Some duty-free shops operate in central business districts away from airports or other ports. In Japan, for example, any visitor whose passport indicates that they have been in the country for less than six months can buy duty-free items. Duty-free shops are also a mainstay in the Akihabara electronic shopping district of Tokyo. In Thailand, the King Power chain has shops where duty-free items are pre-purchased and delivered separately to the airport to be picked up on departure. For certain other purchases, a VAT refund may be claimed at the airport upon departure.[8] In the Philippines, there is one shopping mall called the Duty Free Philippines Fiestamall, which is located a few miles away from Ninoy Aquino Airport as opposed to being at the airport itself. It is the only shopping mall of its kind in the world. The goods that are sold in this mall are often imported products which come from around the world (mainly from USA, Asia andAustralasia) and are not found in any other shop ping malls in the country, aside from duty-free malls. Tourists, visitors and returning citizens of Philippines often pay a visit to this mall shortly after their arrival (since only arriving passengers and their companions are allowed access).[9] In order to gain entry, a passport is needed to be presented and  registered at the Customer Registration Counter at the entrance of the mall. The customer will then be issued a shopping card; these shopping cards must be presented to the cashier for validation of purchases. Arriving customers are given a certain tax-free allowance on purchases and anything in excess will be subject to local and national taxes. In the past, the mall used to only accept US dollars and Philippine peso but in recent years, it had begun accepting other currencies such as Japanese yen, Brunei dollar,Australian dollar, British pound, Canadian dollar, Swiss franc, Saudi riyal, Bahraini dinar, and Thai baht. Currency exchange booths are also available inside the mall if a customer wishes to exchange currencies into Philippine pesos or US dollars. Credits cards can also be used for purchasing goods.[10] In Australia, duty-free shops have all but disappeared after the introduction of the GST in 2000. Currently, duty-free shops are nearly all located within international airports. Residents and tourists are now allowed to purchase virtually any physical good within 60 days of departure,[11] which needs to be taken on the outward flight, and claim the GST component back through the Tourist Refund Scheme when passing through customs. Consumers are now free to fully use their items prior to departure. This is in contrast prior to 2000, where all purchases had to be packed by the duty-free store in a sealed clear plastic bag, and could only be broken open by customs staff just prior to departure. [12] Duty-free outside the airports in the EU Any traveller living in a country outside the EU VAT area is entitled to shop tax-free at participating shops in the EU. The traveller pays the VAT on goods in the shop in the usual way, and can request a refund when exporting the goods. To qualify, the traveller must: have residency in a non-EU country have a maximum stay of six months within the EU make purchases no more than three months prior to export obtain a form from the shop where he or she makes the purchase present the form, and in certain cases the goods, to a customs officer when leaving the EU, where they will be stamped Only goods meant for personal use are eligible for the refund. The stamped forms and receipts can then be sent back to the retailers, or their agents, for a refund. In most cases, a minimum purchase applies to use the tax-free shopping scheme. The actual  amount of VAT reclaimable depends on the VAT rate applicable in the particular country to the goods purchased, and may be subject to a deduction for administration fees. Security considerations Travelers on long-haul routes with at least one transit stop between their departure airport and destination airport should be careful to purchase their duty-free alcohol or perfume at the last transit port, as otherwise they may have it confiscated by security when they board at the transit port, as they will be exceeding the current limit on liquids in hand baggage. This does not apply to passengers transferring within the EU, Singapore and Croatia on the same day, as long as the liquid item is sealed in a plastic bag with the receipt showing in the bag. Arrivals duty-free shops are now becoming more common. Most of South and Central America, and the Caribbean have such shops, as does SE Asia and Oceania. Switzerland and Canada are looking to introduce them in 2010, this method of retail removes any security problems for the transit of liquids as they are not carried on aircraft.[13] Several airlines do not allow sales of certain sharp objects in-flight due to security risk. Other objects that have sharp parts, such as model airplanes, may be bought in-flight but received at the passengers home address for the same reason. Inbound duty-free Some countries, including Australia, Argentina, Brazil, Chile, China, Iceland, India, Jamaica, Kenya, Malaysia, New Zealand, Norway, Panama, the Philippines, Sri Lanka, Switzerland, and Taiwan have inwards duty-free facilities, where arriving passengers can purchase duty-free items immediately before going through customs. This not only saves the inconvenience of having to carry these items around the world but also solves the security problem mentioned above. Other countries such asCanada and Sweden have been considering duty-free on arrival. The European Union does not permit arrivals duty-free stores; some EU airports sell goods on arrival in the baggage claim area described as Tax-Free, but these goods are all tax-paid sales, the local sales tax is discounted. Normally, discounted liquors or tobacco products cannot be bought when arriving into an EU Member State as there is often a high local Excise Duty on these goods as well as the local sales tax (VAT/IVA/TVA) which is included in the price.  In some EU Territories the tax on tobaccos and liquors is lower than in other EU countries, which is why the prices still seem competitive and look like duty-free prices. A good example is the difference in tobacco prices between the UK and Ireland, compared to Spain or Portugal. Legal basis It is a common feature of most tax systems that taxes are not raised on goods to be exported. To do so would place the goods at a disadvantage to those from other countries. Either the tax system allows the goods to be exported without taxes (stored prior to export in a bonded warehouse), or taxes can be claimed back when they are exported (see VAT). Such exemption also applies to goods supplied for use on ships and aircraft, because they are consumed outside the country. Businesses supplying such goods can do so tax- and duty-free. Goods sold to passengers on board ships or aircraft are tax free. The passenger can either consume them on board, or import them tax-free into the country they are traveling to, so long as they are within the travelers duty-free allowance. Most tax regimes also allow travelers entering a country to bring in a certain amount of goods for personal use without paying tax on them, the so-called duty-free allowance; because it is not economically justifiable t o collect the small amounts of tax involved, and would be an inconvenience to the passengers. A duty-free shop works under the same system. The goods must be exported intact (they cannot be consumed in the airport), and they are importing into the destination country under that countrys own tax rules. In some countries, in order to ensure that goods are exported intact, they are hand-delivered in a closed bag to the passenger at the gate after his ticket is scanned. In the United States, duty-free shops are technically considered class 9 Bonded Warehouses with regard to the U.S. Customs Border Protection: Class 9. Bonded warehouse, known as duty-free stores, used for selling, for use outside the Customs territory, conditionally duty-free merchandise owned or sold by the proprietor and delivered from the Class 9 warehouse to an airport or other exit point for exportation by, or on behalf of, individuals departing from the Customs territory for destinations other than foreign trade zones. Pursuant to 19 U.S.C. 1555(b)(8)(C), Customs territory, for purposes of duty-free stores, means the Customs territory of the U.S. as defined in 101.1(e) of this chapter, and foreign trade zones (see part 146 of this  chapter). All distribution warehouses used exclusively to provide individual duty-free sales locations and storage cribs with conditionally duty-free merchandise are also Class 9 warehouses. Moreover, in the U.S. some duty-free stores will sell their goods to domestic passengers with appropriate taxes included. Alcohol and tobacco products are restricted to international passengers only and subject to the age limitations of 21 and 18 respectively, even though the age one must be to import those items into other countries may be lower.

Music Censorship Essay example -- essays research papers fc

After killing you loudly with rhymes, beats, and rhythms, the music industry as a whole has gone through many trials and tribulations. Society has shifted in such a manner that allows and encourages freethinking and abstract arts and with those great things we face the problem of censorship. From an artist’s perspective it’s their â€Å"work,† but from another’s point of view that same piece of â€Å"work† can be garbage to another. Now in the 21st century we face an artistic crossroads. We are left with the question how far can an artist go? In addition, when we do go too far, do we censor? Censors are now disguised as retailers and distributors, special-interest groups, and less influential but passionate religious groups, and government authorities. Ultimately, when all is said, there remains one question and that question is does censorship conflict with the first amendment? The First Amendment states, â€Å"Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.† (Beahm, 1993, p. 79) The court, in FCC v. Pacifica, said that although the First Amendment protects indecent speech, the commission could regulate the airwaves with only a few exceptions. In Pacifica, the court ruled in the FCC's favor, allowing it to curb utterances of the famous seven words that cannot be said on the air. The Pacifica case has remained substantially unchanged, despite a few lower court challenges and the Supreme Court's decision in Reno v. ACLU striking down an indecency standard for the Internet but not for on-air broadcasts. The current ban on indecent broadcasts applies strictly to those between 6 a.m. and 10 p.m., when children are most likely to be li stening to the radio or watching television. Many would say that buying a CD or an adult film is much different than having a medium that is easily accessible such as radio, but others would counter that censoring lyrics abridges freedom of speech and that if someone is offended by the music on a station, that they should change the station. The owner of a Florida record store was convicted of obscenity charges for selling a recording by the rap group 2 Live Crew that had been declared obscene by a Federal judge. â€Å"As Nasty ... ...can government wants Americans to be sparred from obscenities in movies, TV, CD’s, and milder obscenities on the censored radios, they should alter the wording of the 1st Amendment to allow for blocking of obscenities when the government deems necessary. As the 1st Amendment states now, â€Å"Congress shall make no law†¦ abridging the freedom of speech.† That means no law can be passed that abridges of the freedom of speech and freedom of speech entails that Americans can say as they please. Anything calling for someone not to be able to say as they please abridges the principle of the 1st Amendment. Bibliography Beahm, George. War of Words: The Censorship Debate. Kansas City: Andrews and McMeel, 1993. Carter, T. Barton. Mass Communication Law In a Nutshell. St. Paul, Minnesota: West Group, 2000. Creech, Kenneth. Electronic Media Law and Regulation. Boston: Focal Press 2000. Daily, Jay E. The Anatomy of Censorship. New York: Marcel Dekker, Inc., 1973. Menconi, Al. Today’s Music: A Window To Your Child’s Soul. Elgin, Illinois: David C. Cook Publishing Co. 1990 Perkins, Erin. Droppin’ Science: Critcial Essays on Rap Music and Hip Hop Culture. Philadelphia: Temple University Press. 1996

Picasso’s Guernica and Tetler’s Reflection Essay

These are both massive pieces of art, ‘Guernica’ being 138 inches by 308 inches and ‘Reflections’ makes up panels 29 and 30 of the Vietnam wall. But their message is massive too  In some ways ‘Guernica’ is the more horrific with its stark black, grey   and white portrayal of nightmarish horrors, so much so, that when an international conference was held in the Prado the participants asked for it to be covered during their stay. It was painted in response to the bombing of the Basque town of Guernica in 1937 when German planes were in the service of General Franco during the Spanish Civil War. Usually referred to as an abstract painting, but figures are depicted   – a dying horse, a desperate woman in a burning house, a soldier with a broken sword, , and the wailing woman on the left holding her dead child and of course the Minataur, a mythical monster. The result must produce horror in all who behold it. Revulsion at what can occur   – at what man can do to man. It is an instantly uncomfortable and according to art author Jesse McDonald ‘a devastating attack on the cruelty and folly of man.’ (McDonald, front flap ‘Pablo Picasso’.) Lee Teter’s work, a memorial to a different war , that of Vietnam, is much more realistic, even though the majority of the figures in the picture are meant to be dead soldiers. It is not at first as uncomfortable as ‘Guernica’, but the longer one looks at it the more one realises there is very little difference. The figure standing in front of the wall was originally dressed in fatigues, but is now depicted as a business man – this was felt to be a truer reflection of life for many veterans. This man has lost comrades in what many felt to be a pointless war that America should not have been involved in. More than that though   – he has survived and carries in himself   the guilt that that involves. The dead are depicted as shadowy figures, one of them is a portrait of Micki Banks who actually lost his life in Vietnam. Picasso’s picture is like an instant snap shot, but Teter’s looks at the long term results, so surprisingly I find the Picasso easier to deal with, because in life people tend to get over problems, but Teter makes me realise that there are some things we cannot and should not forget.

Deoderent Market in India Essay

Abstract Topic:- Monopoly or monopolistic competition in Deodorant brands? After seeing so many outrageous deodorant advertisements on television we were wondering whether it affects the consumer behavior and we also wanted to find out whether Axe has a monopoly over this market or not. The aim of this assignment is to compare the parent companies of five deodorant brands with the help of ratio analysis. We are going to consider the time period 2007-12. Primary data was collected through a survey which will help us determine what thinking goes behind purchasing a deo between college students and the office going crowd. To conduct the ratio analysis we used secondary data by obtaining the balance sheets of the various companies. The market share and revenues of five major brands- Axe, Adidas, Nivea, Wildstone and Park Avenue will be analyzed. Introduction Monopolistic Competition Monopolistic competition is a type of imperfect competition such that many producers sell products that are differentiated from one another as goods but not perfect substitutes (such as from branding, quality, or location). In monopolistic competition, a firm takes the prices charged by its rivals as given and ignores the impact of its own prices on the prices of other firms.[1] In a monopolistically competitive market, firms can behave like monopolies in the short run, including by using market power to generate profit. In the long run, however, other firms enter the market and the benefits of differentiation decrease with competition. There are six characteristics of monopolistic competition (MC): * Product differentiation * Many firms * Free entry and exit in the long run * Independent decision making * Market Power * Buyers and Sellers do not have perfect information (http://en.wikipedia.org/wiki/Monopolistic_competition) Economic Background The deodorant market in India is estimated at Rs 900 crore. Men’s deodorants dominate the category with a 70 per cent share estimated at Rs 650 crore. The segment is expected to grow 25 per cent annually to become three times its current size in the next five years. The overall deodorant market has grown by about 40 per cent a year in the past five years driven by introduction of new brands and aggressive media promotions. The market will continue to grow at 20-25 per cent thanks to low penetration and availability at low price points. Deodorant sales are seasonal — maximum sales happen in the summer months (April to September). About 90 per cent of the market is concentrated in the mass segment (with deodorants priced between Rs 125 and Rs 175 for a 150 ml pack). With new players entering the category at popular price points, the mass segment, with brands like Axe, Adidas, Nike and Reebok, will continue to grow faster and command higher share in the deodorant market. The size of the premium and above segments, which have brands like Burberry, The Body Shop, Kenzo and Ralph Lauren, will double by value in the next five years. (http://www.business-standard.com/india/news/kit-the-men%5Cs-deodorant-market-in-india/443714) Method We will be using the financial tools of various ratios to determine which company has been more successful in this market. Survey The survey was conducted on 200 males in the college and office going crowd the results were as follows. 1. Which Deodorant do you use? Analysis As we can see from the above graph that Axe has a majority amongst the people surveyed while the others are below 10%. This gives us a picture of the domination of Axe in this market and same is the case when market share all over India is observed. 2. Reason for buying the particular brand. From the above graph we find that the decision of people in the age group of 15-25 behind buying a particular deodorant is not its fragrance but its price followed by easy availability and advertising. This shows us that main factor which affects a consumer’s decision, in this age group is the price of the product followed by other factors regarding quality, availability etc. This was the result obtained from the office crowd which gave an entirely different reason. The consumers decision in this age group is affected by the brand as people become brand conscious and are more bothered about which brand they use rather than its use. After the brand value the price affects their decisions. Hence from both these results we see that consumer behaviour varies on the different age groups and changes as a consumer grows older. Findings: Name: Mahikaansh Reddy Brand: AXE (Hindustan Unilever) AXE was launched in France in 1983 by Unilever. It was inspired by another of Unilever’s brands, Impulse. Unilever were keen to capitalize on AXE’s French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name AXE in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Lynx brand such as South Africa’s Ego brand. In January 2012, Unilever launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand. The AXE deodorant was popular in India in the Grey market (duty paid shops). Impressed by the volume of AXE sold there, AXE deodorant was launched in India in 1999. The brand launch was very quiet and had the strategy of ‘High Price, Low Promotion’. At that time, the deodorant market was a nascent one with an estimated market size of Rs 72 crore. HLL, at that time, had the brands Denim and Rexona and was ruling the market. AXE was priced at a premium. In just three years flat, AXE had a market share of over 35% and HLL started phasing out Denim to concentrate more on AXE. It is known for its very controversial advertisements which actually helped in its publicity and led to a faster growth in the industry. Its target group was mainly men between the age group of 18-24 as they were seen as the easiest to convince with such advertisements. Not only does the brand use TV commercials to its advantage, but it also uses its print ads effectively. Besides print, the brand also uses outdoors for maximum impact. Hence, Axe is a classic example of the 360 degree branding effort. Therefore Axe is a perfect example of how important advertising is for a brand and how it can lead to higher revenues. Marketing Mix 1. Product: 2. Place: Available at all malls across India. Every deodorant selling shop will 99% be selling Axe. All other variants of Axe brand could be purchased from established retailers viz. BIG BAZAAR (PANTALOONS RETAIL INDIA LIMITED). 1. Promotion: Concentrates on single- segment male youth and targets young at heart. The competitive advantage of this brand is its complete monopoly over this proposition. The â€Å"Axe Effect† is one of the most famous claim in the world. This so called effect is supposed to draw women in hordes to any male who has sprayed himself liberally with the Axe deodorant. The advertisements are very slick and usually display a normal male but with oodles of self-assurance as an Axe user. The females get irresistibly drawn to this male implying that Axe acts like a nasal aphrodisiac. 2. The Axe brand of deodorants is from Unilever and is primarily targeted at 15 to 25 year old males. The brand portrays normal yet cool, trendy and confident, a positioning that is aspirational to the target segment. At a more subtle level, the Axe Effect also acts on the confidence levels of the user. The very act of being associated with the brand serves to boost the ego. The success of AXE attracted lots of new brands which were trying to follow the same marketing strategy as AXE. The one notable difference though is that all these newbies use hunks as opposed to the regular guys which are a stable for the Axe advertisements. This strategy has proven very effective for the brand. It comes across as approachable and it acts like a confidante and friend to its users. They are currently distributed in more than 40 countries. Unilever started out allotting roughly 60 percent of its advertising budget to television, but it has since winnowed that down to about 30 percent, pouring more money into offbeat alternatives. Competitive analysis: Axe faces competition from new entrants such as Wildstone, Adidas, Park Avenue etc. However among all these brands AXE has a dominating share in the market because of the brand equity and brand loyalty that it has built and is leveraging the same. AXE has a wide acceptance among the youth which forms the major chunk of perfume & deodorant users. Vis-à  -vis all these the AXE deodorant never forgets to promote any of its new product. AXE time and again, on launch of the new product goes for PR as well as wide advertising campaigns. 3. Target group- 18 to 24 What next? As such, I believe that AXE has the potential to spread its reach and increase its market share by expanding into the 35-50 year old demographic. In doing so, AXE will need to associate and disassociate itself with a more mature brand image and its inexpensive nature respectively, thereby attracting the average male aged 35-50 years. Hence it needs to re-focus the marketing mix towards 35-50 year old demographic, whilst retaining its keystone market, the 16-25 year olds. Conclusion Axe has a very large share in this market and has hardly got a foot wrong. It just needs to follow its tried and tested market strategies and build upon it, by doing that it can thwart the competition and maintain its kind of monopoly in the market. The only thing that could be suggested is to increase its target group so that it could expand more in the market and serve a larger base leading to higher revenues. Hence Axe just needs to follow what it was doing from before and be wary of the new competition in this segment with the help of excessive advertising and PR.