PERCEPTUAL MAP

STRONG SCENT

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LOW PRICE HIGH PRICE
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WEAK SCENT

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 STEP 1:

Choose a product/service category (e.g., smart watches, restaurants,

Men’s deodorant

List 6-7 brands in the product/service category

AXE, Old Spice, Gillette, Degree, Dove, Speed Stick

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 STEP 2:
While interviewing five men consumers, they concluded that these are the most popular
used men’s deodorants. Firstly, AXE was ranked first when conversing with the consumers. AXE
has a very strong scent that is very affordable. However, it is not the most appealing smell,
especially with men over thirty-five, but it is absolutely the strongest. With spending around $2-3
per deodorant while having the longest lasting and strongest smelling scent, you get the best
bang for your buck. Old Spice comes in at second place, because is it high priced, but it is also
strong smelling. Old Spice appeals to men anywhere from 12-50, which gives them more sales
and a larger target market. However, while it does have most appealing scents, those scents come
with a higher price tag with around each deodorant stick costing about $3-4. Gillette registers in

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at third place. Like Old Spice, Gillette comes with a hefty price tag. Although, for the price that

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you are paying, their scents are not that strong and are not very long lasting. With Degree having

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a low price it also comes with a weak scent. Many consumers may opt to buy Degree at first

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glance because of the price. When the consumers utilize Degree, they realize that saving some
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money does not always mean that the product is just as high of quality as say a product that is $1
more. Dove ends up being second to last with their scent being weak and their price being high.
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Dove is without a doubt a big household name. Though they are not very well known for their
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men’s deodorant. Their smell is very bland while also being more expensive than the average
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men’s deodorant stick price. Speed Stick is the worst men’s deodorant a consumer can buy on
this list. Its scent is weaker than most and they do not offer any appealing scent. Their scents
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smell more soap like rather than giving you a fragrance that offers sex appeal. With their price
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being slightly above average and not having any appealing scents, they have been put as the
worst deodorant for this perceptual map. There is one opportunity in particular that would be a
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hot commodity if made. With all the great smelling deodorants and their long-lasting effects. One
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product that is not harmful to your skin or environment would be a natural ingredients deodorant.
With all the products, we use day to day being made with harmful chemicals, a natural product
would have consumers running to the store to buy that product(s), even if it may be a $1-2 more
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expensive than the average men’s deodorant stick.

Marketing Mix for Speed Stick:

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 Product: There needs to be a variation in the product scents that they offer. They currently offer
three different types of scents, Irish spring, Power, and Overtime. All of their scents smell fresh
and like peppermint. There is no special scent that is sex appealing. Nowadays, men are mainly
looking for a better scent to attractive the opposite sex by smelling unique and attractive.
Creating special and new scents would give them a better chance at facing their competitors
head-on. Also, renaming their products to something catchier is a must.

Place: They are mainly in every supermarket and many super stores like Target and Walmart.
However, being that they are known for fragrances that active men wear, they should place their
products in gyms. Placing their products in gyms will call out to the active men, and which might
prompt them to buy products after the workout at the gym.

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Price: With their prices being steep as of right now, I would highly recommend them cutting

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down on the price of their product even by 50 cents. Once they cut down their prices, it will at

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least attract more consumers’ minds’. Also, offering 2 for the price of $1 at least for a couple
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months would get a jump start in increasing sales.

Promotion: A broad way they may be able to gain more notice from consumers would be to
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create humorous yet informative T.V. commercials like Old Spice that will resonate with
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consumers. Promoting a product that is environmental friendly will certainly attract more
customers and give them the idea that Speed Stick cares for the Earth.
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