Axe Deodorant SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Axe Deodorant analyses the brand by its strengths, weaknesses, opportunities & threats. In Axe Deodorant SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Axe Deodorant to benchmark its business & performance as compared to the competitors. Axe Deodorant is one of the leading brands in the FMCG sector.

The table below lists the Axe Deodorant SWOT (Strengths, Weaknesses, Opportunities, Threats), top Axe Deodorant competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Axe Deodorant SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Axe Deodorant Brand 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

SWOT Analysis of Axe Deodorant
Axe Deodorant Strengths

Below are the Strengths in the SWOT Analysis of Axe Deodorant:

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

Axe Deodorant Weaknesses

Here are the weaknesses in the Axe Deodorant SWOT Analysis:

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

Axe Deodorant Opportunities

Following are the Opportunities in Axe Deodorant SWOT Analysis:

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

Axe Deodorant Threats

The threats in the SWOT Analysis 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
Axe Deodorant Competitors

Below are the top 3 competitors of Axe Deodorant:

1. Set Wet
2. Zatak
3. Fuel Deodorant

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Axe Deodorant. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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