Axe Deodorant SWOT Analysis, USP & Competitors

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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



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

SWOT Analysis


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


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


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


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



1. Set Wet
2. Zatak
3. Fuel Deodorant

The table above concludes the Axe Deodorant SWOT analysis along with its marketing and brand parameters.


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