Axe Deodorant SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 23478
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SWOT Analysis of Axe Deodorant with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Axe

Parent Company

HUL

Category

Personal Care - Deodorants

Sector

FMCG

Tagline/ Slogan

The Axe Effect - Gets you more than before!

USP

With Best Quality Fragrance

Axe Deodorant STP

Segment

Deodorants for Men

Target Group

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

Axe Deodorant SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

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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