Axe Deodorant SWOT Analysis, Competitors & USP

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SWOT Analysis of Axe Deodorant with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Personal Care - Deodorants



Tagline/ Slogan

The Axe Effect - Gets you more than before!


With Best Quality Fragrance

Axe Deodorant STP


Deodorants for Men

Target Group

Targets the male urban youth – mass urban product


AXE is a cool, iconic, youth brand available which is the largest selling Male Deodorant in the country

Axe Deodorant SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Axe Deodorant. Strengths are:

1. Each of the fragrances created by international fragrance diva Ann Gottlieb
2. The formulation is a base with higher efficacy
3. Excellent advertising and branding targeting the youth
4. Good distribution, Promotions and campaigns for luring customers
5. Also provides grooming range like shaving gel, foam, After-Shave lotion, and Cologne Talc


Here are the weaknesses of Axe Deodorant :

1. Only an urban market phenomenon
2. High pricing reduces the target market
3.Controversial advertising often leads to legal issues


Following are the Opportunities of Axe Deodorant :

1. Coming up with Limited Edition fragrances
2. Tie up with hotel chains and large organizations like gym chains etc


The threats of Axe Deodorant are as mentioned :

1. Deodorants sales are seasonal. Maximum sales happen in the summer months (April to September)
2. Competition from Premium Segment Deodorants like Burberry, Body Shop

Axe Deodorant Competition


Below are the 3 main Axe Deodorant competitors :

1. Set Wet
2. Zatak
3. Fuel Deodorant

The brandguide table above concludes the Axe Deodorant SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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