Axe Deodorant SWOT Analysis, Competitors & USP

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

Axe Deodorant SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Axe Deodorant, 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, and make strategic improvements. Axe Deodorant is one of the leading brands in the FMCG sector.

The article below lists the Axe Deodorant SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Axe Deodorant SWOT Analysis:

SWOT Analysis of Axe Deodorant

For Axe Deodorant, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Axe Deodorant Strengths

The strengths of Axe Deodorant looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Axe Deodorant:

1. Set Wet
2. Zatak
3. Fuel Deodorant

Hence this concludes the Axe Deodorant SWOT analysis.

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About Axe Deodorant

Axe Deodorant Overview
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 Market

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

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.

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