Axe Deodorant SWOT Analysis
Here is a detailed SWOT analysis of Axe Deodorant covering strengths, weaknesses, opportunities and threats.
Axe Deodorant Strengths
- Each of the fragrances created by international fragrance diva Ann Gottlieb
- The formulation is a base with higher efficacy
- Excellent advertising and branding targeting the youth
- Good distribution, Promotions and campaigns for luring customers
- Also provides grooming range like shaving gel, foam, After-Shave lotion, and Cologne Talc
Above are the strengths in the SWOT Analysis of Axe Deodorant. The strengths of Axe Deodorant looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Axe Deodorant Weaknesses
- Only an urban market phenomenon
- High pricing reduces the target market
- Controversial advertising often leads to legal issues
These were the weaknesses in the Axe Deodorant SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Axe Deodorant Opportunities
- Coming up with Limited Edition fragrances
- Tie up with hotel chains and large organizations like gym chains etc
Above we covered the opportunities in Axe Deodorant SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Axe Deodorant Threats
- Deodorants sales are seasonal. Maximum sales happen in the summer months (April to September)
- Competition from Premium Segment Deodorants like Burberry, Body Shop
The threats in the SWOT Analysis of Axe Deodorant are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Axe Deodorant SWOT analysis.
About Axe Deodorant
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Axe Deodorant Overview | |
|---|---|
| Parent Company |
HUL |
| Category |
Personal Care - Deodorants |
| Sector | |
| Tagline/ Slogan |
The Axe Effect - Gets you more than before! |
| USP |
With Best Quality Fragrance |
| Axe Deodorant STP | |
| Segmentation |
Deodorants for Men |
| Target Market |
Targets the male urban youth – mass urban product |
| Positioning |
AXE is a cool, iconic, youth brand available which is the largest selling Male Deodorant in the country |
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