The main focuses of the promotional methods of Lynx Pulse deodorant Essay Example

to see top dance music artists perform in Ibiza. Direction Marketing's campaign for Lynx Pulse deodorant aimed to increase sales, improve market share, create maximum hype and awareness while building from above the line activity. The campaign won the national grand prix for excellence at the Sales Promotion Awards 2003, organized by the Sales Promotion Consultants. Lynx Pulse won gold in the health and beauty aids category, qualifying for the grand prix. The Lynx campaign followed a year where the brand recorded a share increase of 1.

The brand range had a 50 per cent share in the body spray sector and dominated the deodorant market, with an aim to increase net product sales by 6 per cent, maintain market leadership, and grow share. To achieve this goal and target core consumers rather than the purchasers, the decision was made to take the promotional campaign to the streets, pubs, and clubs due to constraints of in-store promotional support.

The brand's shower gel experienced a 29% increase, leading Lynx to achieve a bi-monthly market share high of 60.8%. Lynx awarded 6,000 core customers with prizes and attracted 3,000 guests to their events. Additionally, the campaign generated considerable excitement and brand awareness.
Judge Graham Atha of The Borough loch Group praised Lynx Pulse for creating an integrated campaign with exceptional excitement, design, and meticulous attention to detail.
Lynx's decision to reposition as a male grooming range rather than just a deodorant has several benefits for the company.

With Lynx, the male grooming market can be targeted beyond just deodorants and toiletries, expanding into services such as barbershops. Additionally, the brand can explore more profitable sources while facing margin pressure in

traditional retail. Creating added-value services is one solution to address this issue.